Q&A Hero

Q: Consider the two statements below regarding EEG.I. An EEG uses magnetic resonance scanners to produce sets of cross-sections of the brain during exposure to an ad or other stimulus.II. An EEG measures and records the brain's electrical activity during exposure to an ad or other stimulus.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are trueD) Neither I nor II are true

Q: ____is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like.a. Design thinking b. Red-hat thinking c. Systems thinkingd. Convergent thinking

Q: Consider the two statements below regarding fMRI.I. An fMRI uses magnetic resonance scanners to produce sets of cross-sections of the brain during exposure to an ad or other stimulus.II. An fMRI measures and records the brain's electrical activity during exposure to an ad or other stimulus.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are trueD) Neither I nor II are true

Q: It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released. a. True b. False

Q: The two principal techniques for measuring brain wave patterns are ________. A) fMRI and EKG B) FMRI and EEG C) fMPRand EEG D) fMPR and EKG

Q: Eye-tracking technology systems basically measure how long a person gazes at a particular print ad or a particular part of the ad. a. True b. False

Q: Consider the two statements below with regard to neuromarketing.I. Neuromarketing is no longer considered a "fringe" research technique.II. Mainstream companies such as Google are now exploring neuromarketing applications.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are trueD) Neither I nor II are true

Q: The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or MRI scans of brain activity, and these are commonly used in copy research today. a. Trueb. False

Q: The rationale for neuromarketing is that consumer buying decisions are made in split seconds in the ________ part of the brain. A) conscious rather than subconscious B) subconscious rather than conscious C) inhibited rather than uninhibited D) uninhibited rather than inhibited

Q: Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to gather more rounded "before and after" data from potential consumers.a. Trueb. False

Q: The fMRI is the only approach to monitoring brain activity during advertising exposure.

Q: Overall, recall is easier, because people are shown a stimulus and answer yes or no about having seen it, whereas recognition is harder, because people have to deliberately search their memories for concept without any prompting or stimulus. a. True b. False

Q: ________ is the label given to the use of brain observation for marketing purposes. A) Neurotracking B) Mental tracking C) Mind mapping D) Neuroadvertising E) Neuromarketing

Q: The Starch readership test measures readers of print materials who either noted the ad, associated the ad, or read most of the ad, then calculates these results into scores. a. True b. False

Q: Facial ________ records the degree of emotional response generated by a stimulus as reflected in the use and movement of facial muscles. A) recognition B) coding C) implant D) referencing E) modeling

Q: For print ads, recall testing is most commonly used. a. Trueb. False

Q: Recognition tests are the industry standard for television ad testing. a. Trueb. False

Q: With regard to eye tracking and facial coding, researchers believe that ________. A) when both techniques are used, only one technique should be used at a time B) if eye tracking is used, then facial coding is unnecessary C) important insights can be obtained when eye tracking and facial coding are used simultaneously

Q: Psychologists now believe that memory is more fluid than was once thought, and is more strongly influenced by motivation to remember, or not to remember. a. True b. False

Q: Bartels presents the idea of an Action Review Interview where eye tracking and a personal interview both take place. Bartels suggests that the personal interview be conducted ________. A) before the eye tracking data is collected. B) at the same time the eye tracking data is being collected. C) after the eye tracking data has been collected.

Q: A communication test simply explores whether the people "get" the adwhether they understand the main point, get the joke, or see the connection. a. Trueb. False

Q: In the original "Magic Face" ad, the last thing looked at was the ________ A) model's face and body B) headline C) brand name D) product image E) tagline

Q: The revised ad in the "Magic Face" case study was stronger than the original because more time was spent looking at the ________. A) model's eyes B) model's face C) brand name D) tagline

Q: Direct response research, also called attitude research, is the kind that evaluates ads just as they are about finished.a. Trueb. False

Q: Eye tracking used in the "Magic Face" case study showed that consumers spent very little time looking at either the product image or ________. A) model's eyes B) model's face C) brand name D) headline

Q: Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it. a. True b. False

Q: The "Magic Face" case study discussed in the text used two important measures. One was "time to first fixation" while the second was ________. A) time to initial gaze B) time to final fixation C) average gaze time D) average time between fixations

Q: Professional publications or periodicals in which marketing and advertising professionals report significant information related to industry trends are sources of secondary data. a. True b. False

Q: Eyetracking research is well suited to determining an ad's strengths and weaknesses and for providing direction for revision.

Q: An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested. In this way, she will gather qualitative test scores. a. True b. False

Q: Think about the paid search results on the right hand side of the Google results page. The top ad was viewed by ________% of participants while the ad in the sixth position was viewed by ________% of participants. A) 20, 10 B) 50, 10 C) 100, 20 D) 100, 50

Q: One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey. a. True b. False

Q: The search results at the bottom of the search page (beneath Google's Golden Triangle) were viewed by ________% of viewers. A) 20 B) 50 C) 90 D) 100

Q: Internal company data such as customer service reports and customer complaints are considered sources of primary data. a. True b. False

Q: The advantages of using online sampling are the ensured generalizability and representativeness of the data collected. a. True b. False

Q: The search results at the top of Google's Golden Triangle were viewed by ________ % of viewers. A) 20 B) 50 C) 90 D) 100

Q: The areas of viewing within Google's Golden Triangle most resemble the letter ________. A) B B) T C) F D) C E) K

Q: The main advantages of using online sampling are the generalizability and representativeness of data collected. a. Trueb. False

Q: The eye tracking research that named "Google's Golden Triangle" identified the areas of Google search results most likely to be ________. A) viewed B) ignored C) found confusing D) from brand name products E) in full color

Q: Google Groups and Facebook are good sources of secondary research data today. a. Trueb. False

Q: Eye tracking can help advertisers make more informed decisions with regard to media selection and ad placement within a specific medium.

Q: A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing. a. True b. False

Q: ZMET is designed to draw out people's buried thoughts and feelings about products and brands, based on their use of metaphors. a. Trueb. False

Q: With regard to eyetracking reporting, a(n) ________ uses "openings" to represent the amount of time viewing specific areas of the visual stimulus. A) gaze path B) heatmap C) opacity chart

Q: In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying. This is an example of a concept test. a. True b. False

Q: With regard to eyetracking reporting, a(n) ________ uses colors to represent the amount of time spent viewing specific areas of the visual stimulus. A) gaze path B) heatmap C) opacity chart

Q: Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight. a. True b. False

Q: With regard to eye tracking reporting, a(n) ________ shows each individual search path through a visual stimulus. A) gaze path B) heatmap C) opacity chart

Q: A focus group involves blind taste tests of products. a. Trueb. False

Q: After an advertising-related eye tracking study, an advertiser is only able to identify the elements of the ad which are looked at. Elements which were ignored cannot be identified.

Q: The text stresses that for research methods to be truly useful to the client, they need to be trustworthy and meaningful. a. True b. False

Q: With regard to eye tracking data, ________ is the amount of time spent looking at each specific element. A) first fixation B) most fixation C) total gaze time D) individual gaze time

Q: Long interviews are not a very popular research method since they last for more than an hour. a. Trueb. False

Q: With regard to eye tracking data, ________ is the sum of all gaze times and reflects how engaged an individual is with the stimulus overall. A) first fixation B) most fixation C) total gaze time D) individual gaze time

Q: With regard to eye tracking data, ________ identifies the visual element(s) that maintain attention. A) first fixation B) most fixation C) total gaze time D) individual gaze time

Q: AIO research uses survey data from consumers who have answered questions about themselves. a. Trueb. False

Q: A concept test seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury. a. Trueb. False

Q: With regard to eye tracking data, ________ identifies the visual element that attracts the greatest amount of initial attention. A) first fixation B) most fixation C) total gaze time D) individual gaze time

Q: The collection of eye tracking data ________. A) is fully under human control B) is a combination of automation and human control C) is fully automated

Q: Developmental advertising is conducted late in the advertising process, after the ads, branded entertainment, or other IBPs are created. a. True b. False

Q: Developmental advertising and promotion research is used to generate opportunities and messages. a. Trueb. False

Q: Eye tracking records where an individual looks, for how long, and the order in which items are looked at.

Q: Eye tracking data uses a stop motion camera to record a respondent's gaze ________. A) once per second B) 10 times per second C) 50 times per second D) 100 times per second E) continuously throughout the test

Q: What is a value proposition? Explain why it is usefuleven criticalto an organization, to its brand, to its team, and to its target audience.

Q: What is a positioning strategy? Explain the the Bahr"InterBrand positioning opportunity method.

Q: Current approaches to eye tracking are unobtrusive and allow the respondent to act in a natural manner.

Q: Describe the concept known as niche marketing. What are the competitive advantages of marketing to a niche?

Q: Eye tracking is the ________ controversial form of biometric research. A) most B) least

Q: What is the difference between a consumer market and a business market? Give an example of each. Then describe how business markets are segmented, and use your example to explain your answer.

Q: Biometric observation is able to collect ________ physiological responses. A) only voluntary B) only involuntary C) both voluntary and involuntary

Q: Brownsworth Brothers Coffee is a mail-order business run by two brothers directly from their Hawaiian plantation. They have targeted heavy users in the past, but they"re considering a new focus on college students. They are considering switching target segments even though this group is comprised largely of people who don"t drink coffee, or have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What term is used to describe the college students the company is considering targeting? What are the advantages of targeting this new segment?

Q: ________ research can be defined as the monitoring and analysis of physiological responses to advertising or other visual/verbal stimuli. A) Biometric B) Biological C) Biodemographic D) Biotic E) Bionic

Q: Think about a product that you have used in the past week. Using this as an example, explain the differences between segmenting, targeting, and positioning in the STP approach to marketing.

Q: List the four key dimensions of information typically provided by CGM observation. Briefly define each.

Q: Nielsen-Online argues that consumer advocacy is the single-most important gauge of a brand's growth potential. Paraphrase their point of view as to why they believe this is so.

Q: Scenario 6-5Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:- "Lanemaster Club" $10,000 annual donation to the bowling program guaranteed free box seats to any match (100 seats total)- "Strike Club" $1,000 annual donation to the bowling program guaranteed free bleacher seats to any match (100 seats total)- "Kingpin Club" participants in local recreation bowling leagues guaranteed bleacher seats for $10.00 to any match (100 seats total)- "Alleycat Club" students who have maintained a 3.9 GPA or better guaranteed bleacher seats for $1.00 to any match (100 seats total)In marketing materials created to target fans, the slogan "Two hours of wholesome fun for all ages" is used to attract ticket-buyers. This philosophy is an example of segmentation.a. nicheb. demographicc. geodemographic d. benefit

Q: Scenario 6-5Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:- "Lanemaster Club" $10,000 annual donation to the bowling program guaranteed free box seats to any match (100 seats total)- "Strike Club" $1,000 annual donation to the bowling program guaranteed free bleacher seats to any match (100 seats total)- "Kingpin Club" participants in local recreation bowling leagues guaranteed bleacher seats for $10.00 to any match (100 seats total)- "Alleycat Club" students who have maintained a 3.9 GPA or better guaranteed bleacher seats for $1.00 to any match (100 seats total)With the new plan, the bowling team is attempting to encourage local bowlers and other bowling aficionados to come watch the team in action. This is an example of ____segmentation.a. emergentb. geographic c. lifestyled. demographic

Q: Within the context of online advertising, explain what is meant by "the last ad model is an inappropriate way to evaluate the impact of various elements and media used in a campaign. Attributing 100% of conversion influence to the last ad seen is very misleading."

Q: Scenario6-5Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:- "Lanemaster Club" $10,000 annual donation to the bowling program guaranteed free box seats to any match (100 seats total)- "Strike Club" $1,000 annual donation to the bowling program guaranteed free bleacher seats to any match (100 seats total)- "Kingpin Club" participants in local recreation bowling leagues guaranteed bleacher seats for $10.00 to any match (100 seats total)- "Alleycat Club" students who have maintained a 3.9 GPA or better guaranteed bleacher seats for $1.00 to any match (100 seats total)Each summer, the MSU Athletic Director looks at the city map, chooses a different local neighborhood, and knocks on doors, encouraging residents to join one of the supporting clubs. He then keeps track of which neighborhoods are the strongest supporters, and which may need more prompting in the future. In this way he is using a segmentation strategy.a. psychographicb. heavy-user-focused c. geographicd. demographic

Q: The Video Consumer Mapping Study used observation rather than survey data collection. Why was observation chosen as the better data collection technique?