Q&A Hero

Q: Jeff is supervising a research project. Over the weekend he realizes that a change needs to be made in the questionnaire because respondents are having a difficult time answering several questions. His client, for whom the research is being conducted, cannot be reached until Monday. What should Jeff do? A) Allow the project to continue as is and then talk with the client on Monday B) Stop the research and then talk with the client on Monday about solutions C) Change the questionnaire and inform the client of the changes on Monday

Q: Advertising in the early 1800s was widely considered an embarrassment, and firms risked their credit ratings due to their advertising, because banks considered its use a sign of financial weakness. a. True b. False

Q: How many of the behaviors shown below indicate a misleading or unethical data presentation practice? - only a partial set of the data is reported - the data has been manipulated to accentuate positive outcomes - the axes of data graphs use very small increments - the data is rounded to one decimal point A) 0 B) 1 C) 2 D) 3 E) 4

Q: Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative ads. a. True b. False

Q: In the 1700s, a middle class, spawned by the rise of regular wages from factory jobs, was beginning to emerge. a. Trueb. False

Q: How many of the behaviors shown below reflect ethical responsibilities toward clients? - research recommendations should be appropriate - clients should be kept informed of all study changes - research budgets should be kept to less than $10,000 - all gathered information is proprietary A) 0 B) 1 C) 2 D) 3 E) 4

Q: In the 17th century, printed advertisements were published in the newsbooks. a. Trueb. False

Q: Stanton takes the point of view that conducting research in virtual worlds is unethical and should be avoided.

Q: Think about Stanton's "Bill of Rights" for virtual world research. How many of the following are part of this "Bill of Rights?" - the right to know that I am a subject - the right to learn the benefits of the research - the right to participate as my avatar - the right to teleport A) 0 B) 1 C) 2 D) 3 E) 4

Q: Media vehiclestelevision networks, radio stations, newspapers, magazines, and websitesexist so they can sell audiences and make money. a. Trueb. False

Q: It is critical to realize that for the most part, mass media are supported by advertising. a. True b. False

Q: There are clear and explicit legal guidelines for conducting research in online communities.

Q: There are clear and explicit ethical guidelines for conducting research in online communities.

Q: According to Bruckman, when faced with a trade-off between the needs of subjects and the integrity of the research, priority should be given to the integrity of the research.

Q: In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible. a. True b. False

Q: Pete is monitoring blogs to determine attitudes toward his company. Informed consent requires that he obtain informed consent from the blog owners prior to conducting this research.

Q: In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were identical. a. True b. False

Q: Tom is conducting research with children. Some of the children recruited for the research are very hesitant to participate once they hear what they must do. Tom promises these children a toy if they change their minds. Tom's actions would be considered ethical.

Q: Advertising changed commerce, but not society. a. Trueb. False

Q: Your client pays to conduct research among his franchisees, who were promised confidentiality. At the conclusion of the research the client asks to see the actual questionnaires with identifying information. Because the client paid for the research, it is not necessary to remove each respondent's name or other identifying information from the questionnaires.

Q: Without the rise of mass media, there would be no national brands, and no advertising. a. Trueb. False

Q: Kelly puts invisible (to the respondent) identifiers on the survey to keep track of who has or has not responded. After the research has concluded, the client asks to see the questionnaires. What should Kelly do? A) Keep and refuse to send the questionnaires B) Shred the questionnaires C) Send the questionnaires without any modification D) Send the questionnaires after the identifiers have been removed E) Send the questionnaires without any modification, but only if the client pays associated costs

Q: With the invention of the telegraph in 1844, a communication revolution was set in motion. a. Trueb. False

Q: You inform respondents that all their information will be treated confidentially. Under which (if any) circumstances can the explicit assurance of data confidentiality be broken? A) It can never be broken. B) It can be broken after the data is more than a year old. C) It can be broken in order to maintain good client relations. D) It can be broken if the data released is not personal in nature. E) It can be broken if no harm is done to the respondents.

Q: Peerless, Foley's, and Pepsi-cola were some of the first branded goods found on store shelves. a. Trueb. False

Q: In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began. a. True b. False

Q: Respondents' expectations that their responses will be treated confidentially are absolute unless they are explicitly informed otherwise.

Q: Jean is writing the informed consent form for a research study. She puts in her contact information in case respondents have questions. Then she adds the line: "If you leave the survey to contact the principal researcher, Susan Jones, then you will not be able to return to the survey and participate in the prize drawing." This additional detail makes the conditions of the research: A) Acceptable B) Unacceptable

Q: In the preindustrialization era, the expansion of newspaper circulation was fostered by the railroads and growing urban centers. a. True b. False

Q: Think about the criteria that indicate respondent mistreatment. According to the text, how many of behaviors shown below would be considered respondent mistreatment? - frequent, repeated attempts to contact the respondent - overly long surveys not described as such - asking personal questions for "information's sake" A) 0 B) 1 C) 2 D) 3

Q: The Industrial Revolution was an economic force that yielded the need for advertising. a. Trueb. False

Q: The rise of communism was one of the four major factors that gave rise to advertising. a. Trueb. False

Q: When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising. a. True b. False

Q: You ask respondents to view a commercial, after which you ask them their opinions. This aspect of their participation in the research was fully explained as part of informed consent. At the end of the survey, you give each respondent three bottles of shampoo as a "thank you" for participating and no further explanation is provided. These bottles are also part of the research as you plan to call each respondent a week later to get his/her reactions to the shampoo. Which of the following best describes this situation? A) This situation would be considered ethical because respondents are getting products for free. B) This situation would be considered ethical because respondents could decide not to take the shampoo. C) This situation would be considered unethical because respondents were not fully informed with regard to this portion of the research. D) This situation would be considered unethical because not all respondents will eventually use the shampoo. E) There is not enough information to determine the ethics of this situation.

Q: How many of the characteristics below are appropriate for a written informed consent form? - words and terminology are consistent throughout the document - sentences are short, simple and direct - avoid the use of personal pronouns - verbs are in active voice A) 0 B) 1 C) 2 D) 3 E) 4

Q: In the late 1960s, explain how advertising had changed in meaningful ways.

Q: Think about the guidelines for creating an informed consent document. According to the text, how many of the guidelines shown below apply to this document? - use 14 point fonts - present the study purpose early in the document - use words that are familiar to the reader - organize the text into just a few large blocks of text A) 0 B) 1 C) 2 D) 3 E) 4

Q: How did Americans view advertising after WWII? What overall emotions arose after WWII and how did ad agencies play on these sentiments?

Q: Which of the following is NOT a requirement of informed consent? A) Telling respondents what is required for them to participate B) Telling respondents how long the interview will take C) Telling respondents the name of the person in charge of the research D) Telling respondents what will be done with the data E) Telling respondents what they are expected to do

Q: What medium of advertising expanded and evolved during the Great Depression? Describe its role during the 1930s.

Q: You pay respondents $10 at the start of a research study to increase participation. Vern, a respondent, wants to quit half-way through the survey. What is the appropriate course of action? A) Allow Vern to quit and keep the $10 B) Allow Vern to quit but take back the $10 C) Try to talk Vern out of quitting, and tell him you will give him another $10 to continue D) Try to talk Vern out of quitting, but provide no additional monetary incentive E) Tell Vern that if he quits, he will need to pay a penalty of $5

Q: How did the advertising industry of the 1920s undergo major changes as it evolved into the very different industry of the 1930s? Describe the change in consumer perception that occurred and the reasons for these social shifts.

Q: It is unethical to design or conduct a research study in a way that prevents a respondent from exercising his or her right to withdraw or refuse to answer at any stage of the interview.

Q: Outline the characteristics of the era of industrialization.

Q: A well written informed consent statement makes it clear that participation in the research is voluntary.

Q: Describe how the Industrial Revolution was a major factor that gave rise to advertising.

Q: Which of the following is NOT a component of informed consent? A) Making it clear you are asking for participation in a research study B) Explaining the purpose of the research C) Noting who is conducting the research D) Explaining research timing and budget E) Explaining what is required to participate in the research

Q: Under what circumstances is informed consent required? A) Only when private information is being collected B) Only when public information is being collected C) When both public and private information are being collected D) Informed consent is never required, it is always optional

Q: Scenario3-5Jerome Brown is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20thcentury to try to understand how advertising has evolved. Here are some descriptions of the ads that he found:Which of the following is true of advertising during the 1980s?a. It was dominated by Internet adverting and other e-brand promotions.b. Television advertising was influenced by rapid cuts with a very self-conscious character. c. New interactive media allowed direct measurement of ad exposure and impact.d. E-commerce and m-commerce changed the way people shop.

Q: Scenario3-5Jerome Brown is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20thcentury to try to understand how advertising has evolved. Here are some descriptions of the ads that he found:Ads in the designer era____ . a. were about public consumption statusb. were free from the influence of the rapid-cut editing style of MTVc. focused on modern, contemporary valuesd. rebelled against traditional American values

Q: Betty wants to conduct research. Consider the following situations.I. The research uses a observation to track brand comments in online blogs.II. The research uses focus groups to learn about brand perceptions.For which (if any) situations is informed consent required?A) I only requires informed consentB) II only requires informed consentC) Both I and II require informed consentD) Neither I nor II require informed consent

Q: Scenario3-5Jerome Brown is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20thcentury to try to understand how advertising has evolved. Here are some descriptions of the ads that he found:During which period did product show blends for products such as the Strawberry Shortcake toy make regulation more difficult and enrage regulators?a. World War II and the 1950s b. The Designer Erac. The 1970sd. Peace, Love, and Creative Revolution

Q: Jason wants to conduct research. Consider the following situations.I. The research uses a survey to obtain information on the use of social networking sites.II. The research uses observation to track brand comments in Tweets.For which (if any) situations is informed consent required?A) I only requires informed consentB) II only requires informed consentC) Both I and II require informed consentD) Neither I nor II require informed consent

Q: Scenario3-5Jerome Brown is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20thcentury to try to understand how advertising has evolved. Here are some descriptions of the ads that he found:Ads that first showed the "male" domain as the office and the "feminine" space as the home were a part of the _____ era.a. World War II and the 1950s b. Great Depressionc. 1920sd. peace, love, and the creative revolution

Q: Karl wants to conduct research. Consider the following situations.I. The research uses a survey to obtain information on television viewing habits.II. The research uses observation of individuals in a park.For which (if any) situations is informed consent required?A) I only requires informed consentB) II only requires informed consentC) Both I and II require informed consentD) Neither I nor II require informed consent

Q: Informed consent is required ________. A) only for quantitative research B) only for qualitative research C) both qualitative and quantitative research D) neither qualitative nor quantitative research

Q: Scenario3-5Jerome Brown is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20thcentury to try to understand how advertising has evolved. Here are some descriptions of the ads that he found:Ads of a particular era focused on the product itself, using lots of copy while lacking the real-world context of accurate information. This is a dominant characteristic of the era. a. designerb. peace, love, and the creative revolution c. World War II and the 1950sd. P.T. Barnum Era

Q: The ethical principal of nonmaleficence states that one has an obligation to ________. A) remove all identifying information from the survey or questionnaire B) complete the research project within the agreed upon time frame C) remove existing harms, to confer benefits, and to minimize risks wherever and whenever possible D) avoid intentionally inflicting harm on others E) conduct the research within within the budget

Q: Scenario3-4In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push familyoriented entertainmentin the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainmentthe organization responsible for getting the WB's Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one.Branded entertainment has become popular in recent years because of its many advantages. One of its main advantages is that:a. it can avoid consumers' welltrained avoidance mechanisms to advertisements.b. it is looked at as commercial speech rather than artistic speech and is protected by the first amendment. c. it is required to go through all the ad regulations.d. it enables the traditional advertising industry to become clutter-free.

Q: The ethical principal of beneficence states that one has an obligation to ________. A) remove all identifying information from the survey or questionnaire B) provide detailed information on the research findings C) remove existing harms, to confer benefits, and to minimize risks wherever and whenever possible D) conduct the research in a timely manner E) conduct the research within the budget

Q: The ethical principal of autonomy means that all individuals involved in the research have ________. A) the right to be paid for participation in the research B) the right to know why the research is being conducted C) the right to know who is conducting the research D) the option to review the research results prior to dissemination E) free deliberation and decision power regarding their participation in the research

Q: Scenario3-4In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push familyoriented entertainmentin the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainmentthe organization responsible for getting the WB's Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one.The partnership between P&G and Walmart to create family-oriented movies is a perfect example of:a. e-business.b. consumer empowerment. c. interactive media.d. branded entertainment.

Q: Scenario3-4In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push familyoriented entertainmentin the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainmentthe organization responsible for getting the WB's Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one.A recent advancement makes the use of various forms of advertising more desirable because it allows the amount of ad exposure and impact to be directly measured, and allows companies such as P&G and Walmart to measure the success of their experimental methods. This advancement is in:a. print media.b. sublimal advertising. c. broadcast mediad. interactive media.

Q: Research codes of ethics incorporate the principles of autonomy, nonmaleficence, and ________. A) beneficial planning B) beneficence C) parity D) modesty E) synchronicity

Q: Scenario3-4In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push familyoriented entertainmentin the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainmentthe organization responsible for getting the WB's Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one.During the P.T. Barnum era, life in the United States began to change rapidly. Consumers began taking pride in their ability to purchase material goods, and advertising efforts became far more important. This new purchase-oriented attitude is commonly referred to as:a. the progressive movement. b. differentiation.c. consumer culture.d. brand entertainment.

Q: Codes of ethics are written by members of a specific trade or profession.

Q: Scenario3-3Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements helped their drugs to grow in popularity and was well-known for a brief period. It had developed a logo and had made itself known by their symbol on all of its product wrappers.With reference to the era in which Zooppa was formed, Zooppa's advertisements would most likely be:a. deceiving and filled with false facts.b. patriotic and centered on consumption. c. bold and carnivalesque.d. creative and revolutionary.

Q: Consider the groups shown below. - respondents - management and clients - society as a whole - research suppliers Researchers have an ethical responsibility to how many of these groups? A) 0 B) 1 C) 2 D) 3 E) 4

Q: Scenario3-3Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements helped their drugs to grow in popularity and was well-known for a brief period. It had developed a logo and had made itself known by their symbol on all of its product wrappers.With reference to the era in which Zooppa was formed, which of the following mediums of advertisement would most likely be utilized?a. Radiob. Cable television c. Magazinesd. Dailies

Q: ________ have been written to help advertisers determine the most appropriate course of action. A) Codes of situations B) Codes of ethics C) Statements of situational ethics D) Ethical metaphors E) Ethical syllogisms

Q: Scenario3-3Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements helped their drugs to grow in popularity and was well-known for a brief period. It had developed a logo and had made itself known by their symbol on all of its product wrappers.Which of the following eras would Zooppa belong to?a. The industrialization era b. The P.T. Barnum erac. The preindustrialization erad. The era of Great Depression

Q: ________ are moral principles that help determine when a course of action is either right or wrong. A) Platitudes B) Metaphors C) Ethics D) Analogies E) Syllogisms

Q: Jane is planning research to determine which of three commercials is the strongest. There is considerable debate at the agency regarding how to define "strongest." Time is short, as the commercial needs to be produced within the next two weeks. Jane decides to go ahead with the research, and then hold meetings at the agency to define "strongest" before data analysis begins. Is Jane's plan acceptable?

Q: Scenario3-2When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, "Lemon." The copy for "Lemon" said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don"t sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you"ll never get one of our lemons."For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)During the creative revolution, advertising:a. was dominated by subliminal advertising.b. reverted back to focusing on the product instead of the brand. c. became aware of its own role in consumer culture.d. reaffirmed gender roles and sexual norms.

Q: Qualitative research typically uses nonprobability samples. Why?

Q: Scenario3-2When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, "Lemon." The copy for "Lemon" said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don"t sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you"ll never get one of our lemons."For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)One notable characteristic of the creative revolution was that:a. it immediately started responding to the massive social revolution. b. advertising played a role in discouraging consumption.c. art directors and copywriters began to have more say over how agencies were run. d. advertising as an institution was unaware of its own role in consumer culture.

Q: Provide an example of where qualitative research would be appropriate prior to the conduct of survey research.

Q: Scenario3-2When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, "Lemon." The copy for "Lemon" said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don"t sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you"ll never get one of our lemons. "For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)The "Lemon" ad is characteristic of the style of advertising for which the creative revolution is known. The ad can be described as having a:a. well-researched, hard-sell approach. b. simple style and self-effacing humor. c. complex, intelligent execution.d. dense copy with incredible claims.

Q: List three different types of problem statements.

Q: Scenario3-2When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, "Lemon." The copy for "Lemon" said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don"t sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you"ll never get one of our lemons."For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign?a. The ads were filled with wild and unsubstantiated claims. b. The focus was on clean and minimalist advertising.c. Advertising was motivated by the need to sell the vastly increased supply of goods. d. Radio was the only advertising medium available to advertisers.