Q&A Hero

Q: Online surveys can be administered over the Internet and taken on one's computer.

Q: What recent trend in advertising indicates that a new set of tests to measure ad acceptance is needed?a. The increasingly younger consumer population in the United Statesb. The move to a more visual advertising style from largely verbal approaches c. The expansion of research departments within established agenciesd. The popularity of scientific evaluation and statistical proof of consumer behavior

Q: A self-administered paper survey is commonly used to measure customer satisfaction.

Q: Firms that track single-source data collect data from:a. individual cities.b. international research bodies. c. government research bodies. d. individuals or households.

Q: The following two statements refer to conducting research via the mail. I. One strength of mail surveys is their high response rate. II. Mail surveys should be avoided when the questionnaire is long and/or complex. Which, if any, of these statements is (are) true? A) I only B) II only C) I and II are both true D) Neither I nor II are true

Q: Which of the following is accurate in the context of account planning?a. Agencies that implement it tend to do more quantitative and statistical research than their more traditional counterparts.b. Its cost is less than that of relying on secondary sources.c. Account planners are being appointed in place of account executive to work on each client's business. d. By implementing it, agencies put research in a more prominent role in the advertising process.

Q: Imagine that you are planning to conduct a survey via the mail. Which of the following is NOT an advantage of using a mail panel versus a mailing to a random sample of the population. A) response rates tend to be higher B) respondents are "fresh" and have never before participated in a survey research study C) cost efficiencies tend to be greater D) pre-screening of low incidence populations can be efficiently conducted

Q: Both advertising and promotion are used to build brands. For which of the two is it easier to measure effects that estimate contribution to sales, and why?a. Advertising, because memory of ad imagery is simple to measureb. Promotion, because statistical models can isolate the effect of the promotion c. Advertising, because consumer recall of taglines is unusually highd. Promotion, because responses can be specifically identified and tracked

Q: A ________ panel is a continuing group of prerecruited individuals who have agreed to participate in survey research studies. A) synergistic B) personalized C) focus group D) hybrid E) mail

Q: The value of an inquiry/direct response measure is that it is:a. a straightforward measurement of ads designed to generate inquiries. b. cheaper than other forms of ad testing.c. versatile enough to be used for many different kinds of ads.d. available to consumers as they respond to the ad being tested.

Q: The two statements below refer to the research conducted by the Pew Research Center.I. The Pew Research Center's approach to sample selection for telephone interviews takes the point of view that a landline only sample is always preferable to a sample with a mix of landline and cell phone users.II. The approach to telephone sampling used by the Pew Research Center is labeled a "Full Dual Frame Sample Design."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: Which method hopes to zero in on the emotional components of ads by having respondents turn dials to show their like or dislike while viewing commercials?a. Single-source tracking b. Eye-tracking systemc. Pre- and post-exposure attitude measurement d. Frame-by-frame testing

Q: The text discusses several advantages of telephone versus personal interviews. Which of the following is NOT noted as an advantage of telephone versus personal interviews as a data collection method? A) lower marginal costs B) easier to incorporate visual stimuli into the interview C) easier to administer complex skip patterns D) easier to obtain nationally representative samples

Q: Which of the following are properties of emotions that make them potentially more important than thoughts in assessing ad reactions?a. They are good predictors of thoughts.b. They are hard to understand but indicative of eventual purchase behavior. c. They are easy to define and describe.d. They are clear indicators of subliminal reactions.

Q: An interviewer using a CATI system manually determines the next question to ask in a survey, particularly when skip patterns are involved.

Q: A major problem associated with attitude tracking to evaluate advertising effectiveness is that although sometimes people's attitudes toward a brand do change, they:a. cannot be accurately measured with a test.b. rely heavily on an artificial viewing experience. c. only occur with repetitive exposures.d. don"t always translate to sales increases.

Q: CATI stands for ________. A) Computer Aided Telecommerce Interviewing B) Computer Assisted Teleconferenced Interviews C) Computer Aided Teleconferenced Interviews D) Computer Assisted Telephone Interviewing

Q: Which of the following is a tactic that might be used in an implicit memory measure?a. Completing a brand name after being given only half of its letters b. Filling in the blanks to finish a sentence about the ad just seenc. Visualizing the last time a particular commercial was seen on TVd. Describing what you think may be happening in a picture

Q: The text discusses several advantages of personal interviews. Which of the following is noted as one of the advantages versus other data collection methods? A) lower in cost B) quicker to collect data C) works well with long or complex questionnaires D) easy to obtain nationally representative samples

Q: Explicit memory measures are those in which consumers are required to:a. demonstrate their knowledge of a product.b. search their memories about a product by using word fragments or pictures. c. project their feelings about a brand onto an ambiguous image.d. recall their actual exposure to the test ad for a product.

Q: You wish to conduct personal interviews among doctors. You would most likely use a(n) ________ interview. A) pre-recruited B) preplanned C) intercept D) interrogation

Q: Recall measurements make the most sense when the goal of the commercial is to make consumers:a. visualize a picture or image of the brand. b. feel an emotion connected to the brand. c. remember the brand name.d. think of a time when the brand can be used.

Q: Intercept approaches to data collection work well to find ________ individuals. A) low-incidence B) high-incidence C) hard to locate D) random samples of E) generalizable samples of

Q: A key advantage of using recognition scores to test an ad is that it:a. demonstrates whether or not a consumer will buy the brand being advertised. b. allows for comparison with the performance of other ads from past years.c. tells whether consumers will remember the brand when they are in the store. d. reassures the client that the ad agency knows what it is doing.

Q: You are walking through the mall and an interviewer from a survey company asks you to participate in a research study. This would be an example of a(n) ________ interview. A) pre-recruited B) preplanned C) intercept D) interrogation

Q: The widely used recognition tests for print ads, with the Starch firm as the main supplier, have another name. What is it?a. Copy testsb. Cognitive residue measurements c. Readership testsd. Cognitive response analysis

Q: A(n) ________ interview recruits respondents "on the spot." A) online B) pre-recruited C) intercept D) interrogation

Q: Which of the following is used when identifying and calculating the percentage of people who accurately remembered specific elements of an ad when tested?a. Developmental testing b. Related-recall testing c. Copy testingd. Recognition testing

Q: The two types of personal interviews are: pre-recruited and ________. A) online B) preplanned C) intercept D) interrogation

Q: Researchers are trying to determine which advertisements are the most effective for a cereal company that is running a number of commercial spots. After participating, viewers are asked if they saw a cereal commercial during a show; some require further prompting so are asked if they saw a Raisin Bran ad. What are the researchers attempting to determine?a. Aided and unaided recall of the commercial b. Implicit memory of the commercialc. The resonance of the commercial d. Recognition of the commercial

Q: ________ interviews must always occur in a face-to-face setting. A) Personal B) Periodic C) Focus group D) Hybrid E) Dynamic

Q: In a recognition test, participants are likely to be:a. given a brand name and asked to provide words that they associate with it. b. shown a print ad and asked if they've seen it before.c. asked to recall the details of a print or television ad.d. given a picture and asked to make up a story about it.

Q: For any given research situation, the preferred approach to collecting survey data is the approach that has the greatest likelihood of providing the most accurate information in the shortest time at the lowest cost.

Q: What is the basic premise behind a recall test?a. For an ad to work, it has to be remembered.b. To be effective, an ad has to be based on motivation.c. To activate the memory, ads need five repeat exposures. d. If people like the ad, they will buy the product.

Q: Consider the methods shown below. How many of these methods can be used to collect information via surveys? - telephone - mail or paper, self-completed - personal, face-to-face - online A) 1 B) 2 C) 3 D) 4

Q: What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials?a. DAR b. MRI c. AIOd. ZMET

Q: Surveys provide a "point in time" snapshot of respondents' attitudes, beliefs and behaviors.

Q: Which of the following is true of recall tests?a. They are more commonly used for print ads than for TV ads. b. Recall tests are ineffective for ads on online media.c. In a recall test, participants need to remember an ad and describe it from memory. d. A recall test involves less actual memory than a recognition test.

Q: Explain "hybrid design." Provide an example of how this design might be used.

Q: Which type of research tries to identify specific cognitive responses that occur during an individual's exposure to a specific ad by having the person jot his or her thoughts down on the spot?a. Day-after recallb. Attitude-change study c. Communication testd. Thought listing

Q: Calculate the response rate given the data shown below. Number in original sample: 1,250 Number not valid: 200 Failed to meet sample definition: 50 Refusals: 50 Not at home: 200

Q: Which of the following is an example of cognitive residue, as advertisers would define it?a. Being unable to recall anything about an ad when a brand name is mentioned to youb. Having a certain brand name in mind, above all others, and making a point to buy only that brand c. Vaguely remembering a slogan and a jingle for a productd. Knowing that you want to buy a product but not being sure why

Q: Provide three examples of ways to increase response rate in personal interviews and telephone surveys.

Q: Which of the following is a particular kind of research done early on simply to prevent a major disasterto avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets?a. A communication test b. A recall testc. A normative test d. A subliminal test

Q: You want to conduct a telephone survey among college students. Would you recommend the use of a landline only sample, a cell phone only sample, or a dual frame design?

Q: ____ is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions.a. Results-oriented research b. Copy researchc. Developmental advertising research d. Promotional research

Q: You want to test three advertising concepts in order to identify the strengths and weaknesses of each. You are not concerned about obtaining a random sample as this research is diagnostic in nature. The questionnaire is long, and several questions have typically been difficult for respondents to answer. Would you recommend conducting this research via telephone, online, or in-person?

Q: An advertising agency develops a humorous advertisement campaign for a client. However, some people at the agency are worried that the audience will not understand the jokes. What type of research can the agency conduct to check if the audience understands the ad?a. A communication testb. Developmental research c. Secondary researchd. Projective techniques

Q: Briefly explain the importance of Google's Golden Triangle for advertising planning.

Q: When considering what is truly wanted from advertising research, the answer depends on whom you ask. If so, which of the following can be generally accepted as true?a. The ad agency wants numbers.b. The account team wants to know if the ad works. c. The client wants awards for creativity.d. The creatives want account planning.

Q: Briefly discuss the three objections raised in opposition to neuromarketing.

Q: PRIZM, which operates on the assumption that consumers in a particular ZIP code are more alike than different regarding their consumer practices, is a type of ____research technique.a. story constructionb. embedded fieldwork c. geographic clustering d. copy research

Q: You want to determine consumers' subconscious reactions to, and processing of, a trailer to a new film. Would you recommend eye tracking or fMRI for data collection.

Q: An advantage offered by secondary data from government sources is that the information is:a. less biased than that from other sources. b. always up-to-date.c. available even to small businesses with no research budget. d. gathered directly from consumers.

Q: You conduct an eye tracking evaluation of a print ad. The ad has five key components. The key components and the time to first fixation is shown in the chart below.Ad Component Time to First Fixation (seconds)Model Face and Body 4.3Headline 1.38Brand Name0.36Product Image 1.1Tagline 6.14What recommendation(s) for revision would you make based on this data?

Q: The ____ is an ongoing survey that provides estimates of demographic, housing, social, and economic characteristics every year for states, cities, counties, metropolitan areas, and population groups of 65,000 people or more.a. American Demographics Surveyb. Census of Population and Housing c. American Community Surveyd. Current Population Survey

Q: There are six important measures used in eye tracking research. Name and briefly describe two of these measures.

Q: A detailed version of Internet research called _____ involves both gathering Web data as well as seeking unique information in online formats similar to that found in traditional face-to-face interviews. a. netnographyb. projectingc. thought listingd. frame-by-frame testing

Q: There is ________ consensus that neuromarketing is an ethical approach to the use of technology for advertising and marketing purposes. A) extensive B) limited C) unknown

Q: ____involves observation in real-life situations, to obtain information about the consumption practices of real consumers in real settings.a. Online netnographyb. Embedded field work c. Geographic clustering d. Consumer panel

Q: The research conducted by One to One Insight showed a direct relationship between engagement (as measured by a range of physiological plus brain measurements) and brand ________. A) sales B) purchase intent C) recall D) perceptions E) social media presence

Q: In a research study using the Zaltman Metaphor Elicitation Technique, participants:a. suggest alternative design options for a particular product. b. fill out surveys about their consumption habits.c. use the product in a controlled environment, while researchers observe them. d. visually represent their experiences with a product or service.

Q: One of the major criticisms of neuromarketing is its lack of ________ validity. A) external B) internal C) logical D) spontaneous E) physical

Q: A consumer is shown a picture of a man looking into the oven while a woman sits at desk nearby with her back to him. The consumer is then asked to suggest what is going on in the picture, and to fill in blanks such as "The man is. . . " and "The woman is . . . " This method gathers consumer data through:a. metaphors.b. sentence and picture completion. c. dialogue balloons.d. field work.

Q: Sands Research is an example of a company that uses ________ plus physiological measures in its approach to neuromarketing data collection. A) survey questionnaire B) eye tracking C) fMRI D) EEG

Q: Dialogue balloons, story construction, and sentence and picture completion are all types of techniques. a. quantitativeb. predictive c. surveyd. projective

Q: Research has shown that the addition of physiological measures (such as heart rate) to EEG data provides ________ important additional insights. A) few, if any B) a significant number of C) only limited D) unanticipated but not

Q: Projective techniques test ads for consumer response with:a. in-depth, one-on-one, open-ended discussions. b. physiological techniques and brain scans.c. fragments of pictures or words that need to be completed. d. demographic profiles of market members.

Q: The overall goal of EEG brain monitoring is an estimate of overall brain engagement.

Q: Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is called:a. lifestyle research.b. embedded description. c. story construction.d. normative research.

Q: MindSign is a company that re-edits advertising to reflect ________ test results. A) EEG B) eye tracking C) fMRI D) facial coding E) survey

Q: When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n):a. observation analysis. b. concept test.c. direct response d. tracking study.

Q: Brain researchers have been able to demonstrate the sequence of brain activity that precedes a decision to buy (or not buy) a product.

Q: Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?a. Starch Readership Servicesb. Activities, interests, and opinions c. Design thinkingd. Zaltman Metaphor Elicitation Technique

Q: Neuromarketers using fMRI assume that activation of the brain area known for "reward" would be a ________ outcome of advertising exposure. A) positive B) negative C) unanticipated D) low priority

Q: Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent. This type of ad research is also called:a. account planning. b. design thinking.c. consumer insight.d. scientific advertising.

Q: With regard to neuromarketing, there is widespread agreement that the EEG is a superior approach to brain monitoring versus fMRI.

Q: The type of advertising research undertaken before ads are made is known as _____. a. copy researchb. developmental research c. results-oriented research d. single-source research

Q: Which brain monitoring technique can pinpoint the specific areas being activated during exposure to an ad or other stimulus? A) EEG B) fMRI

Q: ____is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.a. Story construction b. ZMETc. Consumer report d. Dialogue balloon