Q&A Hero

Q: The following two statements refer to online questionnaires.I. When using an open-ended question on an online questionnaire, the length of a respondent's answer is generally unrelated to the size of the space provided for typing the answer.II. With regard to online questionnaires, there is a significant relationship between how input boxes are labeled and the quality of data provided.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Preparing and executing a breakthrough IBP campaign is not peopleintensiveit hinges on the creative work and the business acumen of a few key individuals. a. Trueb. False

Q: The following two statements refer to online questionnaires.I. When creating an online questionnaire, all of the questions should appear on the same web page when the questionnaire is relatively short.II. On relatively long online questionnaires, the dropout rate increases dramatically after the third page.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Executing an IBP campaign is like performing as a symphony orchestramany individuals are simultaneously making unique contributions to create a final piece. a. Trueb. False

Q: One of John Sweeney's suggestions about creativity in ad agencies is that bad work is more a matter of talent than structure. a. Trueb. False

Q: Witte conducted research to determine views toward endangered species. Respondents' views were more supportive of endangered species protection when pictures of ________. A) animals were not present B) non-endangered species were present C) endangered species were present

Q: In an online questionnaire, pictures can be used to add visual appeal even if they do not have a real and meaningful link to the question being asked.

Q: In agencies, people in research departments are often put in the tough position of having to "judge" creative work. a. True b. False

Q: The text presents several recommendations for self-administered questionnaires. Which of the following was NOT a recommendation? A) Use 14# paper or heavier paper stock B) Keep response coding unobtrusive C) Be certain to distinguish questions from responses D) Do not continue questions across columns or pages

Q: In the world of advertising, science is never allowed to judge art. a. Trueb. False

Q: Account executives are the liaison between the agency and the client. a. Trueb. False

Q: A researcher needs to be very concerned about the visual appearance of ________ questionnaires. A) self-administered B) telephone C) interviewer-administered

Q: The text identifies three issues which must be considered when a researcher begins to physically construct the questionnaire. These issues relate to: (1) visual appearance, (2) transitions, and (3) ________. A) interviewer/respondent instructions B) the paper the questionnaire will be printed on C) client approval D) procedures for determining layout reliability and validity

Q: It is a common situation in ad agencies that the account services department and the creative department do not agree on the ultimate goal for an advertisement. a. True b. False

Q: As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis. a. True b. False

Q: Questions related to a respondents age, gender and income (if not collected on the screener) would be placed in the ________ of the questionnaire. A) beginning B) end C) middle

Q: Creatives and account managers in ad agencies typically share the same goals for a particular advertisement or campaign. a. True b. False

Q: ________ questions typically conclude the questionnaire and collect relevant demographic, brand usage or behavioral questions not collected as part of the screener or main body of the questionnaire. A) Category B) Clarifying C) Classification D) Clique

Q: When thinking about the main body of questions in a questionnaire, the most important questions should be addressed ________ the questionnaire. A) earlier in B) later in C) in the middle of

Q: If you have a "creative" job, that means you are "creative." a. Trueb. False

Q: The statements below refer to the main body of questions in a questionnaire.I. When thinking about the main body of questions in a questionnaire, within a specific topic it is best to begin with the most general questions moving later to the more specific questions.II. When thinking about the main body of questions in a questionnaire, sensitive questions should generally be asked earlier in the questionnaire.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Those who really understand creativity and the world of advertising know that good ideas can come from anywhere the managers, the accountants, even the clients.a. Trueb. False

Q: Conflict between management and creatives in an organization is unhealthy and ineffective. a. Trueb. False

Q: The two statements below refer to questionnaire organization.I. When thinking about the main body of questions in a questionnaire, it is always best to get the hardest questions out of the way first.II. When thinking about the main body of questions in a questionnaire, all of the questions on the same topic should be grouped together.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: If the screener is relatively short, then it is allowable to include additional questions of interest, even if these questions do not distinguish target from nontarget individuals.

Q: Creativity is viewed in the business world as a negative quality for employees because creative people are hard to work with. a. True b. False

Q: The two statements below refer to a questionnaire screener.I. The primary function of a screener is to distinguish between those who should be included in the research from those who should not be included.II. The end result of the screener is an invitation to participate in the research for all those who qualify.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Gardner's research indicates that a high level of creativity is tied to a high level of emotional stability. a. Trueb. False

Q: Gardner's findings indicate that high levels of creativity lead to a satisfying personal life and a carefree professional life. a. True b. False

Q: The best way to describe a screener is that it works like a(n) ________. A) gate B) train C) stadium D) apartment

Q: The creative person appears to strongly desire marginalitybeing an outsiderand this marginality provides the energy needed to push forward with innovative ideas. a. Trueb. False

Q: In which type of questionnaire is the introduction likely to be longer and more detailed? A) Mail B) Telephone

Q: According to the text, which of the following is NOT part of a questionnaire introduction? A) an implicit or explicit reference to the importance of the research B) reassurance that the task of participating will not be difficult C) a request for truthful answers D) an explanation of the incentive if one is being used

Q: The thought processes of creative people are more complex, orderly, and logical than those of others. a. Trueb. False

Q: The statement "We would greatly appreciate you sharing your thoughts and opinions." is most likely to be found in the questionnaire ________. A) screener B) introduction C) addendum D) closing E) title section

Q: Gardner found that despite the passion for their work, widely recognized creative people are particularly shy about getting exposure for their work. a. True b. False

Q: According to Howard Gardner, absolute commitment to one's creative work is a positive trait and has no associated disadvantage to it. a. True b. False

Q: The statement "Your responses will be kept confidential." is most likely to be found in the questionnaire ________. A) screener B) introduction C) addendum D) closing E) title section

Q: According to Gardner, creative people have much less interest in playing by the rules, acting nice, and being socially acceptable than more ordinary people. a. True b. False

Q: The questionnaire ________ explains the purpose and goals of the research and asks for respondent participation. A) screener B) introduction C) classification questions D) synopsis

Q: In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, usually neglected family members, and were significantly childlike. a. True b. False

Q: Which of the following is NOT a main component of a questionnaire? A) directions for data analysis B) screener C) main body of information questions D) classification questions

Q: The first section of a questionnaire contains the main body of information questions.

Q: Howard Gardner's selection of seven of the greatest creative minds of the 20th century listed individuals from a variety of advertising and promotional fields. a. True b. False

Q: The decision whether or not to disguise a questionnaire is primarily influenced by the extent to which it is believed that a respondent will provide biased answers if the research sponsor and/or purpose is known.

Q: To be creative, a person must rely on everyday logic and "the way things are." a. Trueb. False

Q: A(n)________ questionnaire allows the respondent to discern the purpose and/or sponsor of the research. A) constrained B) undisguised C) pragmatic D) disguised

Q: Creativity is very different depending on the domain in which it exists. a. Trueb. False

Q: Great brands don"t just get the attention of consumers, they make emotional connections with consumers. a. True b. False

Q: A(n) ________ questionnaire hides the purpose and/or sponsor of the research from the respondent. A) constrained B) undisguised C) pragmatic D) disguised

Q: The usefulness of creativity in advertising ends once the ad has captured consumer attention. a. Trueb. False

Q: Questionnaire ________ refers to the extent to which the purpose and/or sponsor of the research is known to the respondent. A) disguise B) format C) bias D) integration E) observation

Q: It is not necessary to customize a questionnaire for the specific method which will be used for data collection; a questionnaire written for a telephone interview will work just as well when used as a self-administered questionnaire.

Q: Successful brands make emotional connections with consumers. a. Trueb. False

Q: The process of questionnaire development starts with two simultaneous tasks. One is to determine the data collection method. The second is to determine ________. A) sample characteristics B) the need for disguise C) the process which will be used to pre-test the questionnaire D) the schedule for internal and client review

Q: Creativity in ads is required in order to break through ad clutter. a. Trueb. False

Q: The best way to avoid errors in constructing a questionnaire is to take a ________ approach. A) controlled B) pragmatic C) systematic D) realistic

Q: An advertising plan should be a direct extension of a firm's marketing plan. a. True b. False

Q: Is it acceptable to use words like "frequently" and "often" in questions designed to measure frequency of behavior? Why or why not?

Q: A good advertising plan is the result of combining the knowledge and talents of both the advertising agency and the client. In heading up a team that is creating the marketing plan for a large cosmetics firm, an account manager needs to make sure all goals are met and all responsibilities are assigned. For what issues does the client take primary responsibility? For what elements does the agency take primary responsibility?

Q: You have been asked to write an agree-disagree rating scale. Write the response options for a four-point scale and for a five-point scale.

Q: You are the marketing manager for an online merchandiser of a diverse line of casual sportswear, athletic clothing, and outerwear for both men and women. Write a brief memo to your advertising agency. In the memo, explain why you'd like the agency to abandon its recommendation for a share-of-market strategy in creating the budget. Give several reasons why this approach is unfavorable. Then explain why you want the agency to adopt an objective-and- task method. Also, there are four main steps that must be taken to implement this approach after advertising objectives are determined. List as many as you can. (It is not necessary to describe the steps in detail.)

Q: Write the introduction to a rank order question designed to measure soft drink preferences. The brands are: Coke, Pepsi, Dr. Pepper, and Sprite.

Q: A marketer at a large advertising agency has been assigned the task of developing advertising objectives for a nationally known brand of orange juice called Sweet Sunshine. What are the advantages of viewing the advertising effort from strictly a communications viewpoint, as opposed to a sales objectives viewpoint? Regardless of which viewpoint is ultimately adopted, what characteristics should the objectives display to allow the Sweet Sunshine client to make intelligent decisions about resource allocation?

Q: Why is the objectives section of an advertising plan so important to an advertiser? Name at least three of the objectives described in the text. For each objective, list one important consideration for advertisers.

Q: Write the introduction to a checklist question designed to measure reactions to a commercial.

Q: Explain the concepts of "mutually exhaustive" and "mutually exclusive." Provide an example that illustrates each concept.

Q: Define the terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching. Choose two of these concepts and give real-life examples.

Q: When writing any type of question, it is important to avoid response options such as "frequently" or "sometimes."

Q: Describe the essential difference between an industry analysis and a market analysis. In what section of an ad plan are they typically included? What are the other considerations for an advertiser that should be part of this section? Where does the competitor analysis come in?

Q: Scenario 8-5Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.The number of exposures required to accomplish the advertising objectives for the shampoo, referred to as____ , will also be included in the build-up analysis for Helene Curtis.a. execution b. production c. frequency d. reach

Q: Which of the following would be the best way to ask about visits to Facebook? A) How often do you visit Facebook? B) How often did you visit Facebook in the last 30 days? C) How often did you visit Facebook in the last 7 days? D) How often did you visit Facebook yesterday?

Q: When writing any type of question asking about behaviors it is important to provide a reasonable time frame.

Q: Scenario 8-5Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.The build-up analysis will also address costs not listed elsewhere, particularly those associated with advertising to the trade and doing specialized research. Which factor does this involve?a. Ancillary costsb. Production costsc. Media expenditures d. Promotional costs

Q: The response to questions requesting personal information is improved when such requests are ________. A) placed at the very beginning of the questionnaire B) explained and justified C) written to communicate the interviewer's bias D) kept to under 10 words E) scattered throughout the questionnaire

Q: Scenario 8-5Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve?a. Frequency b. Mediac. Production d. Reach

Q: Scenario 8-5Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.The advertising agency for Helene Curtis is in the process of doing a build-up analysis. This means it isa. isolating the key costs in moving from awareness to preference to purchase of the shampoo. b. determining the cost of building up awareness of the new shampoo to a predetermined level. c. adding up each cost associated with a task identified in the advertising plan for the shampoo.d. determining the approximate time frame that will be necessary to meet all advertising objectives in promoting the shampoo.

Q: It is acceptable when writing an open-ended question to include an opinion or point of view, for example: "Many people believe that saving for retirement is important. What is your point of view?"

Q: The question: "How many children do you have and what are their ages? PROBE FOR DETAIL" is an acceptably written question.

Q: Scenario 8-5Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.Helene Curtis has once again decided to use objective-and-task budgeting to set the advertising expenditures.This is the only budgeting method that focuses specifically on advertising spending:a. as leading to advertising sales.b. as calculated by a mathematical formula.c. as determined by percentage of gross profit. d. as related to advertising objectives.