Q&A Hero

Q: The repertory grid helps identify the attributes and benefits consumers use to differentiate between brands and products.

Q: The repertory grid and laddering are examples of ________ techniques. A) literal B) process C) proprietary D) outdated E) unreliable

Q: Scenario5-5Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100.Jerome mentions to another shopper at the store that low-quality blenders are made of plastic and highquality blenders have a stainless steel base. This comment represents Jerome's:a. beliefs.b. brand loyalty. c. brand attitude. d. habits.

Q: You give a respondent a number of pictures and ask her to make two piles: one pile containing pictures of people who are loyal to a specific brand and the second pile containing pictures of those who actively avoid the same brand. This technique is called ________. A) story completion B) projective pictures C) picture sorts D) picture projection E) word association

Q: Scenario5-5Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100.Which of the following best describes Jerome's mode of consumer decision making in buying a blender?a. Limited problem solving b. Low involvementc. Extended problem solving d. Predecisional distortion

Q: You show a respondent a picture of an individual in front of his computer and then ask: "Tell me what you think is going through this person's mind as he tries to find information on new smart phones?" This is an example of ________. A) story completion B) role-playing C) personification D) picture projection E) word association

Q: Scenario5-5Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100.Jerome asked his friends for suggestions on which brand of blender he should purchase. This is an example of:a. need recognition. b. postpurchase use.c. top of mind awareness. d. information search.

Q: Scenario5-5Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100.Jerome realized that he did not have a blender for the party. This is an example of _____. a. an information searchb. an alternative evaluation c. cognitive dissonanced. a need state

Q: You ask a respondent this question: "What do you think your friends would do if they could no longer use Facebook?" This is an example of ________. A) personification B) anthropomorphism C) role-playing D) sensitization E) word association

Q: Scenario5-5Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100.The consumption process for the blender began when Jerome:a. brought home a blender from the store.b. identified the criteria he would use to look for blenders. c. made a mental list of the brands he would consider.d. realized he did not have a blender for the party.

Q: You ask a respondent this question: "If Pepsi were an animal what animal would it be?" This is an example of ________. A) personification B) anthropomorphism C) role-playing D) sensitization E) word association

Q: You ask a respondent this question: "If Pepsi were a famous person who would it be?" This is an example of ________. A) personification B) anthropomorphism C) role-playing D) sensitization E) word association

Q: Scenario5-4Torque, a car manufacturer, aims to make its slogan "Burn Rubber" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque.The people of Benson believe that a person driving a sports car marks success. It is most likely that owning a sports car manufactured by Torque would have _____.a. high cultural capital b. inequality of demandc. low economies of scale d. low involvement

Q: Scenario5-4Torque, a car manufacturer, aims to make its slogan "Burn Rubber" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque.Jake is about to buy a limited edition sports car from Torque. It is most likely that Jake will have ____while deciding to buy the car. a. advertising clutterb. high involvementc. cognitive dissonanced. limited problem solving

Q: Personification is a technique that asks individuals to take a leap of imagination in order to relate a brand or company to a well-known person or fictional character.

Q: Which projective technique is considered by many researchers to be the most useful and reliable of all projective techniques? A) word association B) sentence and story completion C) picture projection D) mood boarding

Q: Scenario5-4Torque, a car manufacturer, aims to make its slogan "Burn Rubber" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque.Torque has a large number of people who think that they have the best cars in the industry. They think of them whenever they need to buy a car. This is an example of ______.a. brand loyaltyb. cognitive dissonance c. variety seekingd. stratification

Q: Scenario5-4Torque, a car manufacturer, aims to make its slogan "Burn Rubber" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque.A lot of fans have joined Torque's media page. This is an example of a _____. a. life-stage variableb. variety seeking process c. brand communityd. advertising clutter

Q: ________ asks an individual to quickly respond to the presentation of words or phrases with the first thing or things that come to mind. A) Picture projection B) Quick response C) Word association D) Word magnet E) Word guessing

Q: Projective techniques can only be used in personal, face-to-face interviews.

Q: Scenario5-4Torque, a car manufacturer, aims to make its slogan "Burn Rubber" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque.Torque advertises its slogan in a way in which people will immediately associate it with its cars.Torque is using advertising which involves the ______. a. episodic memoryb. emotional memory c. iconic memoryd. semantic memory

Q: The interpretation of projective techniques requires that we take an individual's responses at face value.

Q: Scenario5-3While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately.Chucky's cheese tries to get its customers to buy its cheese more than once. This is an example of _____.a. extended problem solving b. low involvementc. conversiond. an accessibility bonus

Q: Scenario5-3While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately.When Carol saw that the cheese was out of stock, she immediately thought of Porky's, and Cubby Cow's cheese. This is an example of_____ . a. an external searchb. an internal searchc. cognitive dissonance d. conversion

Q: What type of questioning technique is particularly useful at circumventing conscious resistance to direct questioning? A) direct questions B) sympathetic questions C) metaphorical techniques D) projective techniques E) structural questions

Q: The question "What suggestions would you have for Facebook if Jeff Zuckerberg were sitting across the table from you?" is an example of a(n) ________ question. A) disjunctive B) hypothetical-interaction C) third-person D) elaborative E) structural

Q: Scenario5-3While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately.The management of Chucky's cheese had asked all store managers to check with their customers which cheese they preferred and thought was popular. When customers were asked this question, their immediate answer was Chucky's. Chuckys cheese has created a(n)_____ .a. accessibility bonus b. external searchc. process of variety seeking d. cognitive dissonance

Q: A question that asks respondents to compare the ideal brand to a specific brand is a(n) ________ question. A) specification B) grand tour C) structural D) idealization E) hypothetical-interaction

Q: Scenario5-3While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately.When Carol finds out that Chucky's cheese is not available, she buys another brand of cheese which she hasn't purchased before. As cheese isn't the most important item on her list, she spends very little time picking an alternate brand of cheese. This is an example of _____.a. extended problem solving b. limited problem solvingc. stratificationd. cognitive dissonance

Q: Scenario5-2Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the one she purchased because the iphone is more popular and elegant. This is an example of____ .a. predecisional distortion b. life-stage variablesc. cognitive dissonance d. a need state

Q: Think about grand tour questions. How many of the suggestions shown below specifically apply to the use of this type of question? - Keep the focus on the past - Keep the time spent on this question to under 10 minutes - Don't lose focus on the process - Don't allow the respondent to ask any questions about what is expected A) 1 B) 2 C) 3 D) 4

Q: A(n) ________ question allows you to move beyond a discussion of content into one of process. A) specification B) grand tour C) structural D) idealization E) hypothetical-interaction

Q: Scenario5-2Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven different advertisements stating that their phones have the best bluetooth and Wi-Fi features when compared to others. Kate is now confused about which brand to choose. This is an example of _____.a. advertising clutterb. cognitive dissonancec. predecisional distortion d. life-stage variables

Q: Scenario5-2Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones. His friend immediately says that the iphone and Blackberry are good options. This is an example of_____ .a. a need state b. stratificationc. an evoked setd. cognitive dissonance

Q: A(n) ________ question asks a respondent to reconstruct a routine, procedure, activity or event that took place at a particular time in his or her life. A) specification B) grand tour C) structural D) idealization E) hypothetical-interaction

Q: Scenario5-2Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one. This represents:a. an emotional benefit. b. a functional benefit. c. a need state.d. cognitive dissonance.

Q: The question "What are all the different criteria you use to evaluate music blogs?" is an example of a(n) ________ question. A) specification B) grand tour C) structural D) idealization E) hypothetical-interaction

Q: It is often advantageous to ask "why" questions when formulating specification questions.

Q: Scenario5-1As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." CornerlineNews, October 13, 2010.)Facebook played an important role in Gap reversing its decision to change the company logo. Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers. In this situation, Gap had a strong:a. need state.b. brand community. c. internal search.d. reaction to advertising clutter.

Q: Scenario5-1As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." CornerlineNews, October 13, 2010.)Gap's loyal customers generally believed the company's products are highend and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lowerend products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called:a. cognitive dissonance. b. advertising clutter.c. stratification.d. cultural capital.

Q: The question "What are the most important reasons why you read your school newspaper?" is an example of a(n) ________ question. A) specification B) grand tour C) structural D) idealization E) hypothetical-interaction

Q: Scenario5-1As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." CornerlineNews, October 13, 2010.)Gap's logo had been extremely popular, and most of its customers recognized and used their products for years. This is an example of _____.a. brand loyaltyb. variety seekingc. advertising clutterd. cognitive dissonance

Q: How many of the following are examples of direct question types? - Specification - Grand tour - Third-person - Sentence completion A) 1 B) 2 C) 3 D) 4

Q: Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture?a. "Make my day." b. "How are you?" c. "Yes we can."d. "Just do it."

Q: The potential for moderator-introduced bias is greater in focus groups versus personal interviews.

Q: Which type of qualitative interview is generally quicker to conduct and analyze? A) Personal interviews B) Focus groups

Q: Ads become part of our everyday landscape, language, and reality as a result of many people:a. being subjected to advertising clutter resulting from taglines, slogans, and jingles. b. being highly involved in purchasing decisions.c. picking up and adopting their phrases, ideas, slogans, and agendas.d. buying only certain, selective products based on trust and loyalty.

Q: Effective ads turn mere products into actual brands by:a. giving them cultural meaning.b. keeping prices lower than those of competitors. c. offering discounts and sales.d. repeating the message in more than one medium.

Q: Which type of qualitative interview is generally more stimulating and exciting for participants? A) Personal interviews B) Focus groups

Q: Advertisementslike books, movies, posters, and paintingscan act as sociocultural "texts" that are read and interpreted by consumers. In this case, advertising:a. is an entity separate from mass media.b. relies largely on words rather than images. c. helps to transmit meaning within a culture. d. lacks giving products a social meaning.

Q: Which type of qualitative interview works best when there is a need to stimulate greater depth and detail of discussion? A) Personal interviews B) Focus groups

Q: _____are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.a. Brand ambassadors b. Trend settersc. Trade channelsd. Brand communities

Q: Which type of qualitative interview works best when there is a risk of social pressure influencing responses? A) Personal interviews B) Focus groups

Q: Which type of qualitative interview works best when extensive, detailed probing of attitudes, beliefs, motivations or needs is required? A) Personal interviews B) Focus groups

Q: Which of the following has been found regarding advertising and gender? a. Advertisers have been reluctant to communicate to men and women in different ways. b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors. c. Advertisers often find gender issues overly sensitive and tend to avoid them. d. There are no differences between men and women if they are the products of differential socialization.

Q: Consider the two descriptions of a qualitative interview shown below.I. A qualitative interviewer must cover the same topics, in the same order, using the same questions, with each respondent participating in a personal interview.II. A qualitative personal interview is a free-flowing, yet structured conversation between the interviewer and the respondent.Which, if any, of the prior statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neiher I nor II are true

Q: Identity is a sociological concept and it matters a great deal to advertisers. The current thinking is that the presence of celebrities in ads help contemporary consumers:a. minimize buying power.b. legitimize the symbolic value of consumption. c. work out their identity issues.d. reject conspicuous consumption behaviors.

Q: Consider the two descriptions of qualitative research shown below. I. Qualitative research should always be interpreted as "directional" rather than "definitive." II. Qualitative research is appropriate when numeric descriptions of the results are important. Which, if any, of the prior statements is (are) true? A) I only B) II only C) I and II are both true D) Neiher I nor II are true

Q: Advertisers track the youngest child living at home because when the child leaves home, the consumption patterns of the family changes. This planning criterion is known as ____ .a. cultural capitalb. a life-stage variable c. stratificationd. accessibility bonus

Q: Focus groups are a form of qualitative research. You hold 13 focus groups, all with the same type of respondent. Given the large number of focus groups, which of the following is correct? A) You can generalize the results of the groups to the broader population from which the focus group respondents were drawn B) You cannot generalize the results beyond the small group of individuals who participated in the groups.

Q: A designer handbag, used by a celebrity, would have ____. a. high cultural capitalb. high social capitalc. low inelasticity of demand d. low economies of scale

Q: Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability.c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.

Q: Focus groups are a form of qualitative research. As a result, the generalizations from a focus group cannot be generalized to the population from which the focus group participants were drawn.

Q: One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of Americans is that:a. it has little to do with demographics.b. it has a hierarchical structure and involves assigned membership.c. many people with a huge range of income call themselves "middle class." d. is static, unchanging, and permanent.

Q: Qualitative research is typically less flexible versus quantitative research.

Q: One limitation of qualitative research is that it does not allow researchers to "get close to the data" and see/hear respondents express their thoughts in their own words.

Q: Which of the following is stratification based on?a. Political beliefsb. Emotional intelligence c. Religious beliefsd. Income

Q: Qualitative research is very appropriate when there is a need to better define an advertising problem after quantitative research has been conducted.

Q: A complaint concerning an allegedly misleading advertising practice by a carpet-cleaning service in the Houston area is filed with the local Better Business Bureau (BBB). Apparently, homeowners are expecting the price shown on the company's direct mailings and newspaper coupons (a price confirmed at the time the appointment is made) but are quoted a much higher fee once the crew arrives and "inspects" the carpets. The company's ads promise the latest in "green" cleaning materials and industrial techniques, but the cleaning fluids and equipment used by the crew are also suspect. Outline the path the complaint would take if it were to eventually arrive at the FTC. Specifically, list the organizations it would pass through, and in general terms, the actions that would need to be taken by each organization for the complaint to be forwarded on to federal regulators.

Q: What are the four types of rulings that the FTC might enact in response to claims of unfairness or deception in an advertisement? Name and briefly define them, beginning with the most lenient and moving on to the strongest response.

Q: Consider the two descriptions of qualitative research shown below.I. The goal of qualitative research is to get "beneath the surface" and obtain in-depth insights into a respondent's attitudes, beliefs, motivations , and lifestyles.II. Qualitative research is very appropriate for situations in which preliminary or background information is scarce and little is known about the topic of interest.Which, if any, of the prior statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: What are the three broad areas of advertising that are affected by the Federal Regulation? Briefly identify and explain each.

Q: Consider the two descriptions of qualitative research below.I. Qualitative research is characterized by relatively small sample sizes.II. Qualitative research is characterized by the use of standardized, closed-ended questions.Which, if any, of the prior statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: What are the three elements that declare an ad to be "deceptive"? What elements declare an ad to be "unfair"?How is "puffery" related to these concepts?

Q: You are observing a personal interview and the following exchange takes place:Respondent: I don't believe that to be the case.Interviewer: Well, in this case you're wrong. I know that it is , in fact , the case.Is the interviewer's comment acceptable? Why or why not?

Q: List and describe the four aspects of how advertising lowers the cost of products.

Q: You are conducting a personal interview and the respondent says: "I think this brand is just average." What probe would be appropriate at this point?

Q: Advertising educates consumers. In an essay, describe the pros of advertisement with reference to educating consumers.

Q: You are conducting research among a group of senior citizens who have just purchased their first cell phone. The purchase was made after a visit to the mobile phone company's store. Write a grand tour question to learn about the purchase process.

Q: Paul is writing a set of specification questions for an upcoming research project. The project is designed to uncover the role mobile phones play in the lives of college students. One of Paul's questions is: "Why did you buy your current phone?" Is this question acceptable? Why? If not, propose an alternative.