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19IC 3333---Advertising Research

Quiz #1 Name: -.

) True or False (Worth 1'points each.i (T=A, F=B)

/ 1. ,C_e oLthe".'gbalSctthe tu f(T)-_°fres-earch_i'eiyingonthe scientific method-is.to* ,, predi fu re _,

___ 2.. A major goal of this course in Advertising Research is to teach "_stu_dent_ how to be advertising res_archers_(_)_: ' " ' _''

.__ 3. _,:My A_p_51eiP6d _ame with 86 gigal_ytes of mefiaory, "storage or

"_memory i_•a product benefit.[(F)_

,.. _ 4. The Situation An alys{s consists mostly of _ research.{(F)_. .-

- . ..__ 5. Since it's impossible for _nyone to ever be completely objective, it's

:a wasteof time.to try t9 achieve objectivity-in the use of research'• meth6ds.l(F) _ • •

_-- 6. There's nothing wrong with saying "I think we should do a

: situational analysis." _(F)_

7. _Once potential respondents laa_,d_ci_ed to participate in a research - " - .

,pr0ject then' they dire obligated ]:o cqntir_Ue to its conclusxon._(F)_ " '

• 8. :Chm'les Coolidge Parlir_ discovered something imt_ortant for _e

" .Campbe!l_s Soup Company by digging tl_oUgh.trash.i(T)_ - " . o " " . .:

•9. _The respondent or sub)ect has the right to kn.ow What kind ofisbein_ "' " : _"' " _'_research o conducted and hi_w much. time wxll be revolved

• , before mak]n". g the decision, to _p_irtici•pate ._t'(T)_..... , ..'l. 10. The situation analysis is an examination of the ,marketplace that ,:

Summarizes the bran'd's current circumstances find identifies factors

' ight _• " "s" ns_(T)J " -•..... . that m affect future marke ng:dea lo ..

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- _.. " ,: .-... • - ._ , ,,,

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• , ( Multiple Choice (Worth 1 poi_s each.)

: 11. (The.ECB.Planning GGrid,divides produ__ into types.or_categones.based.on'J ' . ,,'.' .,'.,,, , (E) ' .... • : • , • • -a. _they are High- ;¢s. Low_-In--Kol_, " .. " ""

' ' '. -q_- b. _h"_th-_r.they-are-'l:hinkirfg_vs..Eee_du-_[s_ ' '',-t ____ c: whether they are High- vs. Low-Functional products•

,_. whether they are Expressive vs. Feeling products•

-- ' _ Both a and b above.

1Z tThe. kind .--6-f.resear ch .thaT, d e--als__--_vqith-"e-'k--t31or-'E_h_t'-aXa-d_hT*' _ti_ _ "

• c_l_e-[d.(B) " , ,. • ' ....

(_ Causal reseal:ch. •'v" _ 'E--_-lorat°ry- resear-chN--*c. Basic research. -

d. Mediaresearch ..... '" -

e. Descriptive research.

13. __h-"6fth_f611bwing-is-n-ot _t_rpic_y'a'malor s_o--ff-6f-ff_' - " _alysis(D)

'_-- •a. Company•Analysis ' _, •

b. Market Analysisc. Product Analysis . "d. E_fivironmental.Analvsi---]s

': " e. •Consumer Anal);sis "' • ; ....

........ lp pe-ci14. ,Resear_li demRnett to solve a speafic.problem.or.he make a s fi_....: " d___cision is an example.o " ." ..... •

_ " " a. Pure research. " ' -

(A_-_'fili_d_h_

_t)_ -'c. Tlaeoreti'cal research. " " "

': d. Exploratory research.ei None of the above. ' " :

. . 15.('Th_th-ffd-6f _--6--win_--_tb-at,implies-we.know-something-is.so.because,ifiS-_ . ..:. _'al_v--_-.sbeen so•is.called.(D)

a. authority. - . ._1--," b. the scientific method. . -

%2__ A-priori

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•e. None of the above. .,,..

161.'_The,kindiof.research-Sth-_.--.d-e'al_th '_--"wh"_is"', uesfions is Talle-d-(E) " ' : ' "a.: Causal research.

b. Exploratory re'search. _c. Basic research•

-" " ,,,_I. Media research. - .

(5 . LNo-ff67of,'theabov--e-3e., - . . . -2

,_ • rm

17. t_Whi--ch"-_-th-_-f61lb--_i_gg_-gg'-6 f_-d_-r ti_i_ch_l_t n-fi-6-_--all_be__t_}Tt. as-_part .of.the.campaign _l_ing process ? (B)

Camp._m__ Traddng " ,

____._ _' CSituation.AIialys,""-v-'_-'-_"s "'. .'. -, .c. Product PositiOning and Creative Development . - _ _ ""....... d.- Media Analysis ........... _ .... 7- . _.7"

' e. Any of them could appropi'iate!y be done first. , -. ,. . .-¢7

1.:8 _qae.----me_od__,or_"wa-_{--6ofl_-6Win-g"'abouttheworld'thatwas-designedt6_:............... _ . . .._ -"• - _the w.eaknesses2of the,othersislcall_d[(_) - _. •

a. Tenacity .b, A-Priori, ,,, • "

._ c. Autocratic. . ..... " .... .

'' ".{_ Authority - " .. -.[_Np---fi-E-6f -th-g-ab-o9e_" • ._- _ ._.

.... 19. ,Wl'h-ch--6f'th-Efgllb-vTd/agis.not.one.of.the.clqaracteristics.of th-6-S_i_-fi_fic-}u**_.e_,-'6"d-of'Invegti_atio,-,,D,_, ,. ,,

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: a. olSjg - -4-e , -" " ". '"

.,_: b. systematic : ' ' " -.ve"

" ,.predicti _ ,, . .- . .

fquantita-effi-_i_iT-al " :....... - e. - , .. -: , :

J e,

2n-_---"_a_-_-_'_¢ia--a'a-_t_.4"m*,im'_,_i__--_t;etin,,-or'a_,,._.m_.9_E,_._._,u_,,_,,,._,s._t,_,__,s,,,_. _ __.a.v._,.o,,,b - :.• - .. - "pgo-ff6151_ms,.butisN0re2c_d'_-i=t_ dev.el;15iWthe-g6_,ry-,i; an'exar_'-'_

(c) .- ., . . a. pure or basic research.., . . . _o '

•(_2 ,." _ avplied researcti•:_. "" theoretical_ " _'

,... ,,._. :All theoretical research. - ' " ,.e. None of the above.• ' _: _ ,.

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JMC 3333--Advertising Research

, _ Quiz #2 _ Name:k

/ True or False (Worth 1.0 points each.)

./ _ _. Secondary research can help to define'the original research question and

....................... (T)3 ........ ./ .... answer unanticipated questionsf

",..____ 2. If a product is.new and has never existed before, there isno way to identify.

""' . the characteristics of likely users.V_(F.)_ : .

___ 3. When conducting secondary research, it is best• to avoid evaluating or

synthesizing any of the inf6rmation until after it has all been collected. (_,)_.

"""" '___ 4. Detailed and comprehensive information on the advertising expenditures "

: ofcompanies and brands is easily found online and in most libraries for ." i .

free._F_

5. "Federal, state and local government agencies rarely produce research that

has relevance to marketing and advertising4(F)_

"_ 6. The• dmpfim__ source of secondary data is thesource that gathered or

originated the research in.the first placef.(T)') :"

.i "_'- 7. Secondary researhh can alwhy_ be obtained for free_

,'. 8. Internal validity fs the type of validitythat doesn't apply Very much to

- _- explorator3i research or qualitative research designs_(T)_ - "

9. One common disadvantage of secondary data is that they were not .

collected specifically to meet the researcher!s needs./(Tz_ - "

__ _" 10. Systematic research plans should als0 be developed for secondary research

.. projects. . .

Multiple Choice (Worth 1.0 points each.) - i "

11. _ch--6ffth-e-f611owing represent(s)_y-th'gt_daw.research.can contribute.t6a__dvertismg.declsmn-ma__ng._(D) . , "- , .. : . -

"" a: (directly.answer.som6Tnformationalnee _ ". ' • '.. "b. _icle important.insights.prior to _-_"cti_'fiFv:res-e_-feh.-7] • ' ..

_linfo_-n_ds q. " - .... " " " - " : " :

All of the above. . . ' "".. e. None of the above: " "

12. ,'Ldrh_th'er,U,S..Census.BuT_e_au.data is_conside-Fgd vnrhar,vT6gseco n-da-__de-'_-EnTd_so-b_--3n

•how badly the research is needed. (B)_"wh__'_r.datd. _ .:. . .

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_c. how much i_:cost•

._ d. what samples and populations are studied.e. Both b and c above.

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13. _ slmanon or circumstance mar vorennally can g2ve:me company a marKenng" ad_'--_n tag e is:¥/:_--n-_(B) .,

[ .,,_ marketifig problem.

/ ........ " - ........ :...... '..... ............. .competitor. ,, " . - , ', :".,d. ,1957 Chevrolet Impala. ; '

: e.. None of the above. ", z

14. (Th-_--6"fl-dr--6-K_t-6f7the-i_tia_7sta_e`in_the`research.pr_cess.is!a.we_=defin.e-d-a_-d_ _ ,. ,f_used.problem, statement,that should contrail which of the follo_ln'g-el_ments? ..

• (D) . ......... . , ... , . , ,.v I .a. (D_fi'_-fi'-on,of-the.marketing.Or_communications.problem th_h,-'m-_ust

_solve. _ , .

__ _ {Ju-_-fi_on.for,the•researcki_(why_it.is•necessary,),-_(Specifi¢information,needs J -All of the above.

• a and b above only.

. •15• (_.W.hi-¥h-_f:the'followi_g statement__--g _-s-eXr_h--desig_-is-correct?(D)

. a. Tliere xs a single, correct plan for every problem. -"

__ • b. There are two basic types of research design: surveys and experiments. •

_ Research.design is costly t0 plan and implement and is often unnecessary.t__,the;col_--ection .a-_-d-_-ff_l_is-:-ef_ta-_). .....e. All of the above are correct. - , ,.

16. ,The-best.place to b__gin_when.preparingfor.qualitative.data_analysis is _ith-(D) ..

•., , ": _ a. the generation of metathemes for th_ organizing framework, ". _"' t,,, b. a focus on meanings and relationships between themes. ,

.K._. the identific_ition of app.ropriate cmotations: .,, .. . .....h_formal.revmw_of.the:research;problem .and.mformational.need_. "_ .• None of the above• ' , :. ,

17. ,The kind of research that deals witK. prove what Or why questions ig-_ll_-d(_.)

• ' _ "(_.'_-,,C_--_-'sal---Z--research.-]--. =_' " " .... _-.........., , : _ _

, _ "_. Exploratory research. " " • ,• ,.__L , c. Bas!cresearch. " " • :, . ; ,

• .- d. Media •research: ,... .... e. Descriph've research. , ' :

18. (TKe kind of research.that.deals.w_tlq_,_explore_what and_why"__questions_s called_(B)

": •_L "_ Causal research.

,:' _E_"_Ib-ffdt_h-I: .- .,.• c.. Basic research, i ,. •

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d. Media research. .

,-" . e. Des..criptive research. .-t L -

19 Wl_ikh of the followifig is noi_ of three°_p-"0-_-df-_dVertising_research w,e• . - or*e" '

(d_d:i_[cl__?:(D)",,/ a. Causal researcn.. ' . . .

_/ _ b, Exploratoi'y research. . ._ ,-_g_ Descriptive research ...... 2 " - r: ....................................... .,k"-_"- ('A_'-dienceresem:h_._ -- " " ' ,. " <" *'

• _.. None of the above • ",aklL'T_ ", ,'7"---- ............. ,1_- ....... (E) ....20. , e kind of research that deals wltl'/ what is .,,questions is called, _,

a. Causal research. : ,ploi-ato y ese ch.- °

___• Basic eseai-ch ' '

: b. Ex r r ar -,_ . . .C. r . _ . , •

_. Media research.

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_) , JMC 3333---Advertising Research• . ,Quiz #3 :" . . Name: . '

-_; False (Worth 1.0 points each.)•t"f

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/ _[: 1: Qualitative'research is usually conducted with Very large samples.C_,,_ "

f .. 2. ' Ethnography is a research method used in marketing and advertising that ,,,d

wasbo owo o/ People should always plan their research without consulting other Sources

becauselookingatother s_dies on the same topic might bias" the'results _• °

_- ___ 4. A direc/: or factual question like _'Why aid you stop drinking that brand of

: soda?;' should never be used in quali_tative research'._'_ : • ', ) " "

• _ 5. The•i.deal size of a focus group is between 10 and 20 people._F-_ , .

"_-_ 6. The findings from a FGI cannot be generalized to a population with any

, degree of known certainty.,_" _ ,, , , _ ,

• _ "_ 7. Qualitative' research would" be a good approach for solving a Causal "' .•

• research problem: C_-)

__.__ 8. -The interviewer or moderator generally has a very small influence on the •

quality or v_idity of qualitativestudies, i_ _. ,) "

_._ 9." .It's generally not necessari] to formulate a research problem statement when

using qualitative approaches like FGIs. E_,,)•

:' _ .10. One major goal is to understand the underlyingattitudes and behaviors of - • ..

" respondentswhen performing qualitative analysis.r_-J ,_._)

Multiple Choice (Worth 1".0points each.)

11. ff/kll.proj ective.techniqu6s, sh___.__'liicfi-ofthe- following element (s)'m-comm-o_ ?, .,.,. . . a. They are all Conducted with-l_-_ge s_l_K. " .' . " ""

b. They. all use p.ictures as a stimulus. ' ) o _'

C,, _d. lThey,-_re.e.al_fa-_6d"6-ffth-_-"_-f-oj_-_d_--e-hy___ " : _-, They rely extensiv_ir-ect and facfual questions.

•N,, e. There isn't anything they'all share in common..

12. (IfIf:qu_itativ6.research, objectives.in,,:ol_-_n--_-d_t_-'_b_--u_t_. 5j6ctmatter th-_ "_j ghtb_,viewedby x:esp6-n-d_Htsa-_o--nfi/:i_-dti_ o_b_arrassing7 the-best methodfwould be -. " " - • '

• ., ", a. FGI.

_. mini-group.___ pe sonal mterwew or one-on-on_-_Je.

verbal stimuli.

, • _e. Any of the above.¢

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13. :A FGI modera_0_ i_i_.6_:_}l_y_l_duct research that leads to valuable insightswhen he or she "_" - -'_;,i_-_ .......

a. ,uses appropriate question types.b. establishes rapport.

,r_, _ keeps one participant from dominating the interview.All of the above.

e. a and b above.

14. _Which of the following accurately represents the process of how to find the•marketing/advertising "sweet spot"?

a. INFORMATION-->DATA-->INSIGHT-->INSPIRATION

b. INSPIRATION >DATA-->INFORMATION-->INSlGHT

(_,, (_) DATA-->INFORMATION-->INSIGHT-->INSPIRATIONINSIGHT-->DATA-->INFORMATION-->INSPIRATION

e. None of the above because Dr. Beard made the whole thing up.

15. 'Royal Bavaria, one of my favorite restaurants, is open from 5:30 to 10:00 p.m. onTuesday evenings. The hours that the restaurant is open would best be described asia/an

a. functional benefit.b. terminal value.

___ c. instrumental value.

_ psychosocial benefit.(attribute.

16. Which of the following is/are a reason for conducting qualitative research?a. To generate ideas about consumers, brands, or packaging.

___ b. To aid in development of a quantitative study.

_ As a follow-up to quantitative research.All of the above.e. None of the above.

17. A questioning technique based on means-end theory is calleda. open-ended.b. Grand Tour.

C., _. Laddering.Collage.e. Projective.

18. Which of the following is an advantage of an in-depth interview?high degree of structure

t_ valuable insights into consumer motivation_ c. need for a skilled interviewer

d. inexpensivee. quickly and easily completed

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. !_ ,'19. A_iEt_r-e-st_lSli_h-e-s-a-successful-ehvlronm6-_t-fo--_q-alit_ti_ch-.b_'y

:":Y _._ _--b-_ being judgme-nta]. "' "

. -__-__ (_ _'-mfilcifi_on'd en ts- feel c-ff6_fS-rt_U1e.-_,,

'" _ 'a and c above only. - " " ". e. All of the above.

2_ '20. _tich_fthefSllb--_H_-i_--_& a reaso_-for,_in--_ffff-alit_ti_clS?-(_)_ O15tgi__i_estimates o fcharacteristics- tob-e-ge_g-ali_'gd't_ br--dgd-_

_ :......-._._1_u___U ._::......_ " . -- . ,--.,.- -_. .--"" ' " b. Gainin-'_l_etter understanding of a problem before conducting - - -

._quanntauve researcn: . ...a

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..a-a.-- c. Obtaining preliminary information about a problemwhen little is known .... " '.. " . d. Pilot testing questionnaires. • •

a. _ e. Understanding relationships between consumers' feelings; ttitudes and 'beliefs.

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JMC 3333--Advertising Research

. _Quiz #5

True or False (Worth 1 points each.)

-[" 1. Unlike the mode and the median, the mean takes intoa_Count all the

values in a distribution, making it especially sen'sitive to the effects of.......... extrefne scores.

2. The median and mean can be used to analyze data at all four levels of

measurement. -. I

__.__'. 3. A distribution of numbers has to be at least ordinal:ievel for the median to

be a meaningful measure of central tendency.

"_: 4. The mean, median, and mode are all measures of central tendency.

5. The square root of the variance of a distribution of numbers is the standard ' •

deviation.er i

._- 6. "Kurtosis'_'is not a statistical concept but actually, a term used t9 describe

the odor of food that has been left too long in the refrigerator.

_ 7. Frequency distributions are one method for presenting data in descriptive

statistical analysis.

8. When variance changes , standard.deviation:would also change.

T 9. If there is an even number of scores or observations in a distribution, you

use the mean of the two middle scores to calculate the median.

___ 10. Tt_e mean is sensitive:to extreme values and should be supplementect with

another measure of central tendency when thereare extreme Values in adistribution. -

11. Unlike the mean and the median, the mode takes into account a,il the yalues

• in a distribution, making it especially sensitive to the effects Of extreme '_

(F). scores. ' :.

7"- 12. All quantitative data, regardless of level of measurement, can be analyzed

_" wi_ frequenc_ distribution tables , proportions, perCentages, and ratios.. .

13. Measures of dispersion can be used to reveal the "shape" of a distrib"ution

of scores or numbers. "N"

T. 14. The mean is the 6nl), measure of central tendency that can be defiffed '

: lg b lly " "\", a e raica / _ " - '

"_: - ' 15. YOU Could "reduce" dat_ using a frequencY distribution table.

1

Multiple Choice (Worth I points each.)

16. If you take a_,a_k_;i_ ._._d_m_ltiDlv it bv 100 you get aa. sta__ _tm/- " "b. mean. "

C, _d. percentage.• frequency distribution.' e. 1957 Chevrolet Impala.

17. Which of the following can be used to describe a distribution of scores measured atthe interval level?

a. Mean

_ b. Ratioc. Frequency distributiond. All of the above.

@ a and c only.

18. An analytical technique that consists of "the raw number of responses allocated toeach response option" is called a

_ standard score.frequency distribution.___ correlation coefficient.

variance.e. None of the above•

19. What is the modal score (the mode) of the following distribution of numbers:7,6,6,5,4.?

a. 6.5b. 5.5c. 6.2d. 5.9

G None of the above.

20. What is the median score (the median) for the distribution in Item #20 above?

(_. 6.05.5_ c. 6.2

d. 5.9e. None of the above.

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" JMC 333 .3-3-Ad tising Re dr h "• , ver se c - " : " ' " _....

, Quiz #6

True or False [.Worth 1 points each.) . " ' ""- z

"_ 1. Descriptive statistics are more powerful than inferential statistics.

_ 2. The Central Limit Theoi'em predicts that statistical, obser_ea_ions of an

• ., . infinite number of samples drawn from the same population will be

distributed normally., around.the true population parameter.

• 3. Contingency table'i_ another.name for a cross-tabulation.

" " If high values:on " " .... _,_ " _ . 4. one vai'iab]e (e.g.; household.income) occur, with. low_ _

I', ".values on a second variable (e.g.; c0nsumpt{o9 "dfpopular:priced beer),.they.will'be negative!y correlated.- ....

'" :'_' 5. A"+.20" would be considered a very st/ong correlation. :.-

.-. " " - @ 6. ' A numerical value for a sample, such as a meah or standard devmtion,"': '" 'is - -

•called-a statistic_.. -" . • .-

•. ,.._ . 7. The area tinder a normal curve can be mterpret6d hs a probability. " "rpl ul_t th t t:w•"' A scatte ot'co provide visual evidence a o variables are

----_.-._eorvoTatod. " " ' " " " "_ " "

F Q A hy p the that cifi." the di _a

• - d!ff riceb_tw_e t_vo •' o sm spe es rection of the ere en- -, :

" " ":"X-,< .-,---,- j,% mean scores callsfor a two-tailed l_5;i5othesis te_t " _ '. - " i ": . . . -5. _..,c_,) I ' To re ect the null h • • •

i .. _" '--_-"-- '• (_ l . ypothesls, the probablhty;of obtmmng:the result that., ' • :• " --_ i _' y°udidrhustbegreater,than:05."' ,, - " .: - _."." -,'_, " . i_. _'L " -

• , . 1.00 .would be considered a very weak correlation. "., • ,,, : . :o;

- 12. A "-.88" w0u!d•. be considered avery strong correlation. " " "

A distribution of numbers has to be..at least ordinal level for.the• median'to'" .'-"

' " " be a m6aningful measure of cefitral'tendency " '-° -' . ,< ' ',

14 If a distribution has a large var e '' . .... iance _t m ans that most of the scores are,. " "_, '

cmsetomemean."_-" . . . .. ,- I,i.i 1

-15, A value for'a sample, suchas a mean 0_ standard deviation, is called a <._._r_m_mr. -. .. , .

"" Choic { " :ltipl - .."• ." " , Mu e e(Worth'lpoinseach:) - . ' . - .

16. Dawd P,almer is runmng for a seat on the "ci_ council _Iis frien& "---'- "" /''_;.., -,, ,. - . • • , ,- -y • _, wHO are rlelDln_

i.-; ,, . ns: "Ptlt Palmer on the Council'.,Palmer: _:_md :.. w_m ms ac_vertismg, have suggested tw,,o sloga.:....-, l'he CRizen's Choice." P_ilmer s staff conducts research to determine " ,,, " ' .:

,' Which slogan should b " ' "'e selected.based on a favorable response from:a samlSle of, • - •'

T

" //

i --. . .. -

• , "'- " " -_ -- :' . - 1 _ -'."

voters. We identify these two variables as "Council" and "Choice." Which of the

following is the proper expression of the null hypothesis in this case?a. Council = Choiceb. Council > Choice/k_c. Council _ Choiced. Choice a Councile. Not of the above.

17. Which of the distributions in figure below would have the smallest variance?

_cn,, ___ ____

a0_ i

a. A

_ b. Bc. C

18. Which of the following is not true regarding hypotheses?a. They must be translated into formal mathematical statements to be tested.

_ b. They always consist of a null and at least one alternative.c. They are tested using descriptive statistics.d. All of the above.

e. a and b above only.

19. The variable that goes down the side of a crosstabulation or contingency table, andwhose values are in the rows, should be the

a. causal variable.

_ b. dummy variable.c. consequent or criterion variable.d. antecedent or independent variable.e. None of the above.

20. Assume that radio listening is normally distributed with a mean of 3 hours per dayand a standard deviation of I hour. Use the standard normal curve below to inferthese findings to the population by answering the following question: About whatpercentage of the population listens to the radio between 1 and five hours per day?a. About 34%.

@ b. About 68%.c. About 95%.d. A little more than 2%.e. None of the above.

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JMC 3333---Advertising Research

Quiz #6

True or False (Worth I points each.)

_: 1.." Typ!call_, (but notalways), When testi.ng hypothese_ _6ne.fi0i_es_to accelJt

.......... the null_hypothesis andreject the alternative,(research),hytJothesis. __._.,................

"_ 2. For a perfectly, normal curve, the mean, median and mode'are all the

same. _ ._ " "

__'____ 3, A "-':88" would be considered.h very strong cori:elation.

.4, " If high values on one variable (e.g., household income)occur with high .-

•Values on a second variable (e.g., consumt_tion of popul_ir-priced beer),

i .5. c. A value.for a s,ample, _uch as a mean oi" standard deviation, is called a

,parameter. --

" - _ :'6.. A.curve can be skewed and still be Normal. " " " "

,._., _ ." 7.. The area Uf_der a noffrna!.cu.rve can be interpretedas a pr0bability.-

T" _ 8. Measures of central tendency and dispersion are examples of'univariate .._statistics. :.

9. .A hypothesis thatspecifies,the direction of the differdnce between two

; : .':....:. ,.mean scores qails for.a tw°-tailed hypothesis test: ,. " :\

,. _ _!'. 10. You codld:'re'duce" d'ata by usingla freq_/enc)_ distribution table. ' "

G. 11.'- A "1•.00".would be cor_sidered a very weak correlation. . " ' '

T "_ i2. When testing Pearson's r for statistical significance, the null hypothesis is

almost always'that the correlation between the tw 9 variables in the

, population is zero.

_,_., 13. A distributiofi of numbers has to be aJ:least ordinal .leve! for the medianto -."

be a meaningful measure of Central tendency'. - - - _ ,

• _ 14. If a distribution has a large variance it means that most qf the scores are

: " close to the mean. - -,. v.

_'T7". ,:15. ANO'VAis anextension of the i-test. ' " : - " ':."

/

Multiple Choice (Worth 1 points each.)16. Standard deviation is a

univariate statistic.

_ "_-X bivariate statistic.c. multivariate statistic.d. triumvirate statistic.

e. something Aimei made up.

17. Which of the distributions in figure below would have the smallest variance?

ao_41 - _

f

B __ c. C

18. If you calculate the square root of the variance, you geta. the median.b. the mode.

___ c. a frequency distribution.

a 1957 Chevy Impala.None of the above.

19. In a research situation where two variables must be examined in order to determine

whether or not they co-vary, the researcher would analyze the data usinga. a t-test.

_ b. ehi-square.Q/ C. _'.Pearson's

crosstabulation.Any of the above.

20. Calculate the mean for the following distribution of scores and choose theappropriate response: 7,6,6,5,4.

a. 6.0b. 5.4

___ c. 6.2d. 5.6e. None of the above.

...., . JMC 3333---Advertising Research

- ' Midterm Exam Name:

True or False (Worth 2 points each.) -:

_.__._ 1. _Ethic_ally speaking,-there is never an 3)justificatiori forihte-ntional,

,deception in the conduct of "research. (i5)-

-_ 2. The _ source of secondary data is the original source. (T)

-V- 3. The Scientific Me that ! is "empirical," which means we typically don't2,

• . accept something as data unless we can perceive or experience it with at

' least one of our senses. (T)

4. What competitors are saying in their advertising is an. important part of

the Competitive Analysis section of a situa_.on analysis.•(T)

5. The goal of research is tO replacement judgmeni: in the advertising ,

_dedsion-making process. (F), •

_._ 6. Once respondents to a survey give you their names, you have the right tO

._ share that information with the people who Paid for the study. (F) -,

, "_ " 7J ' Experime,nts-provide the ultimate level of certainty when it comes !q_

establishing a causal relationship between two or. more variables. ('1;)

___ 8. The situation analysis consists mostly of primary research. (F)

9. _There's no_ing wrong with saying "I think we should do a situational:

anal3,sis." (F) "

_..__ 10. Qualitative research would be a good approach for solving a Causal

research problem. (F) '"

', _ . il. A dfrect o r factual question likej'Why did you st9P dri:_ng _at brand of; _. ,

' beer?'; should never be used in qualitative research, iF) . C,d

12. The interviewer or moderator has a very small influence on the quality or _7

validit; / of qualitative studies. (F) _ :'e ._.

'__ 13. QUalitative research is usually conducted with sinall samples; (T) . '._-:r '

14. Observation is most appropriate in circumstances when there is an.

emphasis on what is happening rather than why_. (T)

• , i _5 VSecondaresearchshould be obtained from secondary sources, !S ..'.ot_p6sed •to primarY sourceS, whenever possibl e. !F) ..

16. idiemaivalidity refers to the exteni: to whicla one can generalize beyond' .

an experiment to othei" subjects or groups. (F)1

,:,j_,_ "" 17. Since it's impossible foranyone to ever be completely objective, it's a_-• • - ............. 1..... ty ............/j•. __waste of time to try to achieve ob ectivl m the use of•research methods:_

/. -(F)-T-- 18. One distinguishing feature of a true experiment versus a quasi-experiment"''-T-

" , is that the true experiment makes use of a control group_: (T! ",.....

_- ....... _'_T "_ 19. In pone_p_'_me_al research, such-a_-_ su_--eey,-depen_tenCva/'iat_lesare- .... :_-

',s.ometirrles call6Ft:pre_tict6i" 6f ant-eced. ntvariables: (F)_

20. The subjective nature o.f qualitativedata analysis means that it cannot be

expected to proceed in any kind of systematic Or Objective way. (F)

_ 21. Focus gr-ot_ps are*a method of quantit_tive research..(F)

/_'- " ,22. A study or measurement instrument can be reliable without being valiiS:

(T)

-_7 23. Probabilit4] sampliiSg is a sampling tectiniqtie _ in whiciirevery member.of

'tthe i_6/_ulationwilllhave akn0wn, nonzero probabi!ity of selection. (T) ',

T 24. An inducement, used in a mail survey, represents an application of the

i'ewards component of Dillman's TDM. (T)

.-'_" 25. A confidenceinte_cal states therange inwlaich we.believ, e the trti6

... ,pop/flati6h parameter or value lies. (T)

'TT_ 26.. O n average, the larger the probability sample the lower the'sampling

error. (T)

" "--_'.-• 27. Operational dehnitiofis specify procedures to be follo'a;ed in'0rder, to-

experience Or measure a concept. (T-)

"v_- 28. The size of the population is usually irrelevant when it comes to choosing "'

the size of the sample• (T)

'-:: 29. All four levels of measurement assume •category_equivalence; that is, all:_

,gb.jects in acategO_ a/-e _the same number and ass,,umed_to be.thesame.(T) . " "

T 30..Validity addresses the issue of whether something like a questionnaire

item measures what itis supposed to measure. (T)- . • ." ' •- " " "

_,__,, ._ 31. Random samfgling c_ elimifiate all error f-£0m a study. (F): -

32. Almost all sampling approaches should be based on some advanced

. knowledge of the characteristics of tt/e' target population. (T!, '

,.-7- " 33. Tla6 generai.prinhiisle-ih sarnplingiis that l(he,Jarger:aprob_tbilit3): sa"i;nple, ,..

- - thb]o'der._ _. the__saml_ling, error. (T) - -. _.,_

./

r . . ,-

- -" " q[-- 34: ln.ternalvalidity;is the ter m usedto'asses_ hov_ accurately variables_and ' ""

• their'relationships havebeen meagured. (T)

"_,__ - F_ce },al dry " fily k4 dlty _: - lly ' .................... ' •j. , _ , _,35., 1 lsthe o nd of vah at rea apphes to Exploratory_,J¢..

" ,,'_ ". " "; . .-,_ese_rch (T) " " • " '., "' " .." :-, , "

,/ • " -T_ .36_ The intern M validitythreat called "mortality'.could actually mean that - -

some of your research subjects died betweeffthe.beg!nning of.an

-. _ experiment and the end.' (T)

. - ". ,2 _ 37. When conducting secondary research;it is best to avoidevaluating Or . " "

, . ' .. ,. , _synthesizi_g an3' of the information until after, it has all been collected.7(E) "' _ '38 Qu tii: fie 4 e d ' u y'flexi (F).,. . an a v r s archmetho ssho ldbever bie. "

_:...., 39. .....Experiments provide.'the ultimate level of certainty_when it comes,to " "-, " :

" " - - ,:establis!gng a.causal relatiohship'betwee-fi tvv6 or more variables. (T) .. - :,• - ".,

40. There arethree:standard categoriesof advertisingresearch problems. (T) .

,, Multiple Cl_oice'.(Wort h 2 points each.) . ".." . .

.... " ' s.ca d (E)41. The kind of research that deals .ivith "what is" questions i lle . _ -, -"" ., a. Causal research. / _:'" " •

- b. Exploratory research. " ....c. Basic research. : ..... -,

i "- Media research, . '-.- . : . .

• ._ . " . Descriptiv_e researcIi. _. "." : " -" 3 "_ - • e . • • .

'" ing t m6 t ryey j (B): 42:' Which of the follow s ate n s about su s s FALSE? , :_ ". "" : "' -

. , , ": "_,,, The person who answers an mtermewer s question is called a respondent. . --- _.-.b phic ';. "Surveys can obtain informatidn aboUt attitudes, utnot demdgi'a : . - ,..

" " .. c. "A survey is a method, of primary data collection: : -- , ,• . _.,-: ., " . d.', Surveys ma3r be conducted to'quantify _ertain, factual information. :.h,-.

_" " ".' " " ' " . ". _ • - ._ :.' "/_L '_""- "- " - 43. The method 9 r ",way of knowmg":about;thev¢orld that was demgned to overcome ::•. : -

• the weaknesses,of the oth6rsis called (E)"_ ' " - • _, .,. , -,, '. 'i.: " _ , ;-. _, - a. Tenacity. . _ . -, , ,:. - , • ......" .... :b. A-Priori. "" - :'" '

' _ c., Autocratic..- " " _,_ -:

O A tU : "" ' " " None of the,above. : '- • " f - . ,, • ' . . -", . i,•" • .

: 44. ...._Vhich Of flae fpllowing is not one of the chiaracteristics of the Scientific Meidaod of-. " - "• . Investigation? (D) ...... , , _ _

objective " " " " '"

b. system_itic . . " " " :_predictive .; , , ,, _' " " quantitative - . . • .. . .-,"

piri " " . .:: :'",.el em cal . . " " -.. . : " -

. ,, , o

; 3 ". % " ".. .

. a g

,r

,L "i

• _ 45. Exploratory research is most appropriate when (C)a. acL'urate estimates of population characteristics are needed.

• / ' B the sample is geogniphically dispersed.,¢ .

,/t. _ (_ there is little background information availal_le on the research toplc.,/" .--d.. numeric summaries of the data are needed. - " : . . .,

,' e. None of the above.

46. The use of secondary data offers which of the following advantages: (D). a. the data can be gathered quickly, and inexpensively. ... ,b:. it may be useful in solving specific problems.

" _ S_, it can provide information, which may not be available any otherway:io.....• :" (,_, All of the above.• . e. a and b above 6nly.

L

47. Which of the following are ways to reduce nonresponse error in surve};s? (D)a. Describe to respondents why the topic is important.

_._ b. Include an inducement or incentive.. f_ Obtain the support of a credible sponsor.All of the above.

• e. None of the above ......

48. High anonymity of respondent, easy, follow-up for "call back," anmoderate to lowresponse rates are characteristic of •surveys. (C)

a; telephoneG personal interview

c. maild. none of the above

49: The method of knowing that implies we know sometl3i'ng is so because it's always . _ •been So is called (C)

a. Authority.b. the Scientific Mett_6d.

C 9 Te}nacity.A-priori.e. None of the above.

" 5(). What type of research question or problem best describes the following question:

What role does advertising play in a prospective student's decision to choose One .:. •colle£_ over another? (A) . ,

• • _ Explgre,what and why : "• • . ,]_ "6. Determine what is , '

• _ c. • Explain how come _ •. •• " --'. d. Prove what or why " "

e. T_st who they are " . .

51'. ,./_11projective techniques share which of the following element(s) in common? (C) , :, .•: a. They are all conducted with large samples. • .

(_ They all use pictures as a stimulus. ,C, .They are all based on the 'projective hypothesis." -,

4

/

• d. They rely extensively on direct and factual questions.e. There isn't anything they allshare in common.

52. In the Laddering ques_bn approach, a positive consequence is another name for a), product (E) "

_r Z

/ a. ' attribute.

____ _b. •psychosocial benefit.c. - selling point.- .........

functional benefit.Both b andd.*

53. There are three Criteria that must be met to establist_ Causality. Which of thefollowing is not one of these criteria? (D)

a. " Events must take place in the proper order (sequence).

_) b. Events must take place at the same time (correlation).

O Alternative explanations must be reduced.All of the above. •. e. Aand C:

54. A questioning technique based 6n means_end theory is called (C)a. open-ended.b. Grand Tour.

....Ca._ _. Laddering.Collage. .': , e. Projective.

55_•V_rhen a prior measurement affects a test unit's response to the experiment, which of• the f_owing occurs? (A)

" " _a_. The testing effect/_k ' "g. Sensitizing

.$'_ c. Prioritizingd Maturation

,v. . . e. Selection bias

56. Th6 appropriate conduct of a FGI includes •(D)a. employing a nonjudgmental mariner.

___ b. establishing rapport.

O being an active listener. " •All of the above•• e. aandb above•

•., - , 57. Which of the three major research types Exploratory, Descriptive and Causal-,. _. depends most on the design characteristic of control? (C) " • •' . :

, a. -Descriptive

Exploratory • , . . -,•C.J Cau_al

' "' d.. Control is an irrelevant design characteristic.'- , .,.e. This is a bad answer; don't pick this ofie. ; _ : : ,:

. 5" 4

i

/

• • 58. At what level of measurement is the following question: "Ai'e you male.or female?"(c)

a. ordinal/ b, interval

/ _ _. ration°minale. None of the above.

59. A probability sample that is drawn proportionate to some known characteristic(s)of a universe is called a (C) : ..

a. quota sample. "

simple random sample..'Ca.,, stratified sample.d. systematic sample.e. None of the above. - '

60. Dillman's TDM is based on what social theory? (C)a. Social Construction Theory.

"" tt_ Social'Category Theory.C_ Social Exchange Theory.Social Intervention Theory.

e. The TDM does not hax;e a theoretical component.

61. One of the concepts of'Dillman's TDM is "costs." Fo_ survey respondents, these'costs typically include (E)

a. money. ..

b. time.. .....c. psychological costs. " .-.-_ rewards. _" .

Both b and c. -

62. The layout and physical appearance of a questionnaire: (B) - '"

o are largely irrelevant if respondents are well-educated:can be crucial in self-administered questionnaires.c. should crowd as much information as possible onto one page in order to

save on mailing costs.d. are important in self-administered questionnaires, but irrelevant in

questionnaires designed for personal and telephone interviews.e. All of the above are true..

-63. Which of the following represent(s) a way that secondary research can contribute toadvertising decision making? (D) •

a. directly answer some inf6rmational needs.b. .provide important insights prior to conducting primary research.

cont/-ibute to questionnaire development.2,_-,,_1))All of the above. .e. None of the above.

" " '64. Whether U.S. Census Bureau data is Considered primary or secondary depends on(B)

6

J

d '

J

/

,4_ how badly the research is needed••, _'3 _. who is using the dat_i. ' . ./ _ c. how much it cost•

t

/, d. what samples and populations are studied., e. Both b and c above. , .,'" '65. Allprojective techniques share which of the following element(s) m common? (C)

a. They are all conducted with large samples.

--_ W"ey all use P ictures'as.astimulus.'allbased the ......... : - _-. - . .............. ._ _ _ ......G,- _. They are on "projective hypothesis. ,.They rely extensively on direct and factual questions. ' i ', _

e: There •isn't anything they all share in common.

66. A ratio scale of numbers contains which of the following property(ies)? (D)a. equivalence, 'b. ' ordei" • '

" _) ,c., an absolute zero ' , , '"• ' (4_ All of theabove " "

•" _ ' ., e. aandbonly

67. Which of the foil.owing is not an example of a type of item that captures responsesonlv at the nominal level of measurement? (B)

(_ dichotomous .. . rank-order scale" _ c. multiple choice

d. checklist, "e. _dl of the above capture data at the nominal level of measurement•

68. At what level of measurement does the following question capture responses:

How many skunks did you see on the way to Gaylo_-d Hall this morning? (C), a. nominal

• _. intervalratioordinal

e. ,Levels of measurement do not apply to skunks.

• _ 69. If qualitativ_ research objectives involve gathering data about subject ndatter thatmight be viewe d by respondents _is confidential or embarrassing, the best methodwould be (C) ,. . :

a. FGI. .

• _. mini-group.__Ca_" . persorLal interview or one-on-one.

verbal stimuli.

e. Any. of the above. . " - •

70. A FGI moderator is more likely, to conduct research that leads to valuable insightswhen he or she (D)

a. uses appropriate question types.b. establishes rapport.

_[__.__ "_¢._" keepsone participant from dominating the interview. • . :- _ All of the above. . _

7

[

r[ ' - .,

-: "_ " e. a and b above.%

71. Which of the following is not ofleof the forms of evidence needed to establish_ causality? (C)

,'" ,. a. Correlation " " " -Sequence or ord '._

___ _c.)" di " '.;,'/ Coor nation 'c to " "-" ....... - ..... Yl. -Absen e of other causal-fac rs. -...................... : _ ...... -'--

e. All of the above' are required t.o establish causality.¢.

• " " " 72_.La Baguette Bakery & Cafe, one of my favorite bakeries, is opefl from 9:00 a.m:,to : - ...

,.. 9:00p.m. on week.days.•,Th4 hours that the bakery is olSen would best be described -- o.-,. .... " . asa/an(E) • '" _ . " " ., ; t "

- "• _.. a.. functional benefit. -

"' " - " " " " b. terminalvalue. " _, .", . .- _ , .-.' __ c. instrumental Value.

: ,',- " "" ",_l. psychosocial benefit• _ . -, .,,_.". ." attribute.: _ :

" "" : 73. R6se_irch that is not concerned with solving specific marketing Or advertising .... . : , .• ". problems, but is more Cor_cerned with developing theory, is an example of::(B). , - .

"' _" . _'_'" pure or basic research. " " ' ' "_ .... "applied research. " " '" .*:' " ' " theoretical research. " " _, . -- - :: " " : " d. 'All'theoi'etical research. _,

.... - "" e. " None of the above. " • -

t '(:74_ Which of the following is hot typically a major section of a situation analysis: (D) _ ," ".. ."-,a. _Company.Analysis - • " -,.

.b..Marl<et Analys!s '." ' - : " '' " "i' _ Pr0duct"Analysis ' _: " i ""_q_ EnvironmentalAhalysis :. " " "" ' " " - ""

•. " e. Consumer.Analysis•

-- " " 75.:Whic_f the following is not a reason f6r usmg.qualitati;ce rese,arch? (A) . . "" , ".:"7 " ;

- {_ Obtaining precis--e estimates of characteristics to be gefieralized to broad' " ._ ." . populati'ons., " .' " ' -. " - " . " , . ' ".",... -:_' : .b. Gair_ing a better understanding of a problem before conducting -.. :' :"

quantitative research, .. .. - . . , ,.. - .. ..... - .",.. c: Obtaining pre!iminary information about a problem when littl e !s. wn. ,.

' d. pilot testing qt/6stionnaires. , , • _e: Understanding relationships b_etween consi_mers_ feelings; attitudes ,,- _ " " -

, beliefs. " .... ' " " " " -: ._;' "

;1 . .[ .

. • . . . _1 ,

- . ,j. -¢-

: . • , • ,; 8 .r

.... . - . . •

Y-'_'_"'_' _:"z _ ? "'_'G,. _:''7 "_ ..:" --_ "'" "- • • T " "_"

', •JMC 3)33 Advertisifig Re_eiirch :"Final'Exam 2007 Spring "

/ '" T _._------_-.::2,_ _.._ ......

1. t_Researchis a decision-making tool ani_'slioulc@'repla_'iff_ition and experience'in the de_sion--"_aff.i?zgprocess7/2. TT_e.situa_io'_ahMysis is an examination of the marketplace that summar zes the brand's current-circumstances and

_.;2._ den!_.es _ctors that might affectfmure marketing and advertising deeisionst. - - -. 3.... f fff__person whoc a ms that "the word s ')o n- t_ o.a ...... .:. ......................- . .. . ,_-_.- ....,.._. . . _ _ ,, ,-,,,_,v,u_w oecause The -_ -- -,, • --.-"

. .z '-; : < - _. accordmc, to the. "methnd nfL-n_,;_,)" _II*A _,.*k__:.__. Dally Oklahoman says so is operating.

., 4:. : _.he_,ipr_ r..!-method ofknowm_g"!s similar[to_persona n_ ' ' '"" : ," 5., '.." ;.?:_...Theres n6thing wrong with'-'_ing I think we should do a s uation@_anays s •" ", .... . "

.. i :_ _5nce_ pd_iahalrespondent hks decided tqpa,Tticipatein a/'esearch projec then the are "" .... " s" " ."_1 z._;..Woncus/on.. ...... Y _ to continue to

. .. : ._-_The_ce of secondary_data _s the source that_gatheredthe research in the first t)lage--'.'_. .... - "• _i. • " 'c It s generally'c}._necessary to develop a research rob em-sta • , ":-'--- '.. 9. ..... _D&a ed fifdrm_t on on the advert s n_ exr)_n,¢, pr. ,- temant when using quahtat_ve approaches hke FGIs

" .- • _ ..,_ •_.._..--7-.... ,, ---.-......... _ o_compames ano orands _seasdy found online_!9.,. -3_he stud es of reed a aud ences conduci'gd h"v-A-C'N;_Ie'_-_---_-,-," _ . and m most librar es¢ ii _ " --- ., . , _ -_ ............ .,anu/_roltron arcex _'--" _.-,. 1!.) . TkWhen conducting secondary research ;, :_ t...... 2.._..... . _ples of_advertzsmg research'[

' _ _a.ll been colleeted J ......... "........ _°-£gY-v°mevamatm-g°r sy_n_---esig-m-g_Y-°f the informat on until after t_as

r_,12.__.The s,ze of the popu,atlon ,s usually i'reevant when it comes to choosin " the•- _S_:... _ .... . .... g slze of the sam le.

"_, ." .' L_rqq_k'nl;_wnS_21mg,sa samphng technique in which erZVerymember of thee_"o_pupul,Z,tigh'wiii.have2a-_.m.,l-¢_) L'- _ _,_, ' oganerany-equal.probability.ofselection. . • _- _-- _ _ . . _ . - -_"_'I'__'_ _ '_ commence level states the range in which we believe the ia'ue o ulat' " " .... • • . '_:_ L:A.,stud.y..o_r;m.easuEeremen!,mstrume_ntcanb_evahd Wahoutbeing.P:IP:bl¢i°'Vn/:_._r_ct_rr_c_'}-Vallue°r parameterhes" I_Z

/ _A, -con,_pr' ,s a gene_liz_d idea'about a cl_--'s-'oofo_j_ibu-_s,'_C_tJi.rences or nro_-_'_.2_:'i"- "" ::" " "'"k,_' 15_-1he author of the te_cth__ook-_-sFTgd-B'_'dT---'---'-"--" ._, "--T".':_'s'.' -] -,.,!: ,.. , "-t _. . T _Aunique corn,_.i_-_i_n of a'b-_-H'd'ifi"si_h'F-_'d_iH'_i'h_ --.-- ..... _-_,!_,_•_ . ,___'T_._ldeal'sme of a focus _rouo s 8 to | 2 r_ennid" -" _ an reveal a marl#etmg/advertlsmg ",sweet spot.l'

21. --_'i'-_Qu_al.i_-(e'S_suall---yco'-_n_-i-f_'e_-'laroes-4m,,les ,_,`,',,',a-,,r,--,, ,-J-.--,: ...... ,--_-'-,,x o".m,22. ltQualitativekesearchdescrbes..._'.);,~--_: t- "'_-"-'_:_..,Y'2"_'_Y_,IJL,I_I-_-I-Lql)= X)lllt'%l| _l)_"/t"Ln_t'%'l (}_elJ = '--_'_'

..f_,'_ -- ___ .... ..: .... ,_,,_,y_c_n phenomenon _ _uantttat_vely measurin the var _le-_do "_z_.' I" /_ olrect or lachla oue "on like ''u_L-. _'_ • . , . _ - __ _ g s of interest, "...... _,_,._.... , .. st_ -=- .,*_y am you stop arm)crag that brand ofsoda'_"'sh'_l__-'_'be--'-ff'_'ed';. _-"'_,_:_ ....

24,_. _ The interviewer or moderator generally has a very'_influence on,the quality or validity of qualitative studies._-,The mean, median, and.standard deviation are all measures of central tenden .

1_ 'Fre_itlency.distributions_e method for presenting data in descriptive stat°(s'}_/_

_£_'_ T-When scores are grouped together into a smaller number of interv/ds_gi_ll_l_'_i, it is called "collapsing" the'._-. d,,_,-3 _

28. m The e_.a_is extremely S_e to extreme values; thereforeshould be used the median, when there are extreme values m

-29... "g The reed ian and mean can be used to analyze data at all four levels of measurement:30_ g Ira distribution has a large variance it means that most of the scores are similar or close to the mean,31.. _" The square root of the variance of a distribution of numbers is the standard deviation.

32_" T Pearson's r is used when two interval- or ratio-level,variables need to be anfilyzedsimultaneously to see if there's ifi'elationship between them. a

337- "/-_ The areaunder a normal curve can be translated into a probability. _ ;li,34._" The largest proportion of the area below the standard normal distribution (bell-shaped curve) lies witt_in one stanctard _ ji!!1

deviation on either side of the mean.

. • [

_'5, {._V/hich°f.thef°llo3'_icallyamajor.section.ofasituati0n,analys_s: , ' II

;6. _ryrese_ch i_ most app_at--'_wh_n' "' ,' , , ]

. . a. accurate estimates of population characteristics are needed. "b. the samRle is geograph ca y dis ersed .. '"

• _ tthere is_little background ihfo-rmmio-ff---avail_-b_le-_nnnth-g'_e_eai.ch'togic-'¢. ' " ; :d. numeric summaries_-fih'-6--d_.'--""---_ - i . •

• JMC 3333 Fi£al' l_xarn •2007Sprlng I 1 '

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:1._ should use

compare 1 _ nonfis to2. ] .. :...

the relahonships between nominally measured variable_Which one is NOT the defining characteristics of bell-shape urve?

a. symmetrical b. unimodal c. Unskewedness _urtosis e. none|; - . .The +.89 correlation indicates that... , ,,

There is a sti;ong relationship and that the two sets afscores move gther in the same direction.Q There is a weak relationship and that the two sets of scores move tot° e.. .c, There _s a strong relationshin ,i +i..+ .. ...... gether m the same direction.

r an_ ,._, ,u_ two sets otscores do not move in the same direction.d. There is a weak relationship and that the two sets of scores do not movee. It is impossible to know the relationship and direction w th + 89 corre atiinnthe same direction.

Ip VALS2 techniques, , youngest of all eight segment, are enthus astic about their life and

career, rebellious and p_y ambivalent_ The follow fashion and fads, spend much oftfieir disposable....income on s ibn fast fan other y_:a] Strivers oclahz g_ d: _i__iiea;sd :r_7?ted ..

past rues.• '- ' " . .._ p " ers' e. Makers

Why do advertisers use segmentation? '

a. It permits advertisers to consider differences within the potentia consu ' " " "b "It permlts an advertiser to r_spond ' tbe'_.r4,£, " ..... '.. meraudiencef°rap articular product or service.

_ to ....... -t structure and realities of the i_arketplacee.. It h61tSg i:niJltibrarid advertisers avoid bl:ind cannibalization and maintiin distinct brand image. " " :"d. It hellSs refin6 arid increase the efficiency of media andpromot ona plan

• (_ All of above ' . ' - • .

• .... ' i:::i.•.. " -_ -.. . "r_'VALS2techniques, ..... _-i- are we -e:du_teci profeas ofia ""' with the r faro es • ...... _ . . , mature mdlv dua s: ,Th " " ,;:,.:. ..._ ..!_ . . . , S()Cla Hu_illun aDo careers and De DSI_<;_r_ -.- ;_ ¢. _ _._. .eyarecotltent 7............... rha _ - •................ : ", - .... ;. _. ,7.'::_ _t _grea oea otther esure_ictv"

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"'JMC 3333 Advertising Research - Fall 2009 •. .-.Exam 1 (40 points) on September 23, 2009

.__ 1. The sltuanon analysis is an examinaudn of'the marketplace that summarizes the

-- - / brand's current ctrcumstanccs and id_ntifies factors that might affect future marketingand adyertising decisioris .... - -

• - 2. The person whoclaims that "the wodd is going to end tomorrow because The D_ail_. Oklahoman says so," is operating according to tile authori_. ,' --,

_. 3. The A-Priori "method of knowing" is similar to personal intuition.

.__ 4. There's nothing wrong with saying "I think_we should do a situational analysis." "

5:" The _ source of secondary data is the source that gathered the reseai:ch in the(., first place ,_

A_t , _ It's ueenerallv._-.notnecessary_to develop a research problem sfaten{ent when using_ 4

I

•2. qualitative approaches like FGIs.

. 7. Detailed information on the advertising expenditures of companies and brands is .._ _found onlineand in most libraries .... "" . -

• 8..The studies of media audienc_s'conducted.by.A;C. Nielsen and Arbltror/are examples _' " "• of descriptive advertising research. . ,

-, 9. A umque combination of a brand insight and a consumer insight can reveal'a. "marketing/advertising "sweet spot."

"• • . f *%".10..Quiilitative research is usually conducted with very samples• ' .. ,

T. ..... 11. Qualitative reseaicia describes c)ranalyzes a phenomenon without'quantitatively • _measunng th_ variai_les ofintefiest. .,' , . ,-

•12. The interviewer or moderator g_nerally bas a ' " " " ; " 'very small influence on the quality orvalidity of qualitative studies.

_K_ "13. It is appropriate to explain the population characteristics with the results of fohr-' " ' " ;

group Focus Group Interviews with 20 participants each.

14. When you directly quote vivid responges' from participants m a focus group report_,

you should identify the speaker to increase the credibility of the research report. -: ..

15: Observation is the most objecnve main research tool for marketing arM advertising.I

16. The k_d of research that deals with "prove what or why" questions is calledakJ.' Causal research, b. Exploratory research, c. Basic research.

d. Media research: _ _e.- Descriptive research. ,*,,_," " - - ,. ': "¢':

17. of investigation is the most effective "way of knowing" in order to makemost advertising decision. ,,-,-,

a. Authority b. Tenacity c. A-priori intuition d_.Q_escientific method

18. Which of the following represent(s) a way that secondary research can contribute to advertisingdecision making?

a. directly answer some informational needs.

b. provide important insights prior to conducting primary research.c. contribute to questionnaire development•

O AII of the above.

19. Which of the following is not true concerning descriptive research designs?a. Right match for "what is" research questions•b. Major concern about findings being representative•

_ Emphasis on external validity.Should be very flexible.e. Almost always quantitative.

20. What is the first and most important step in the research process?a. Justify research b. Determine information needs

c. Identify appropriate types of research ODefine problem

21. examines data gathered for a research need other than the cu=ent one thatalready exists in printed or electronic form.

a. Qualitative Research _b Quantitative Research

c. Primary research d_Secondary Research

22. What is not the characteristic of scientific methods?

a. Objective b. Empirical c. Cumulative d. PredictiveConventional

23. is a clear, nontechnical description of the research design explaining howthe research will be conducted. Data collection method, types of data to becollected,measurement instruments, and analytical procedures should all be disucessed.

a. Background b. Problem statement

O Research methodology d. Executive summary

24. The marketing/advertising professional who is primarily responsible for finding the "sweetspot" is called..

a. Account Executive b. Client c. Media planner _ Account planner

25. Which of the following is not an example of a type of question that captures responses only atthe nominal levd of measurement?

dichotomous (_ rank-order scale c. multiple choice d. checklista.

e. All of the above _'_ture data at the nominal level of measurement.

* e] • •

.261 Which of the following acc/lrhtely represents the process of how to find the -marketing/advertising sweet spot? • - .

. a. Information - data -' insight - inspirationb. Insptradon - data - information -_Insight

.......... _." D_/ta--Ififdrfiia_ioia - Insight --InslS_afion - - _ .............. " --- - -- Insight - Data - Information - Insparation

,g ,Which of following is the.la_.aggr._ advertising objective? '.a. To increase the sales compared to compenrors

OTo increase the,7%.of brand awarehess within 6.months : [_c. To increase the 5% of market share within 12 months

(_lFo create positive imagethe of the brand

_. Steve, worker at Census Bureau, kvntes dltg__Census mformanongovernment US report. Hea

--from the New York Times because it is easy to get. Information he gets from New York .Time isinformation, and the source, New York Times, he uses is source.

a. Primary - Primary

_) Prima:ry - Secondaryc_. econd_ry - Primary.

d. Secondary -'Secondary " ,, .• I

29.' Now you are working on your final pr9ject , specifically situation "analysis. Your duty is to collect. . consumer informanon from secondary sources. Whichof following sources are the most

appropnate to collect malor constmaeba' demographic, media constwnption information?a. Business Ehte Sources

Mediamark Research Institute (Me.I)c. Consumer Report . :

•d. Market Share Report

"'Y_Which of following i n__os-ainfluential factor for successful Focus Group Interview?.'1¢ "

ell trained moderator ,-_ • ,, _-_b. Building a rapport ,. -,) __.

c. AppropriatermrrorSamplingroom _':_)'" " _-- "{_0ne-way . . , , , ... , !

• Match " " "',, '. _ ' " " "

31. William Bembach "{"/ • /Product Ladder ",o.

cep D _ y l ghedwh pi " "" " "32. Advertising Con t: e au en I sat downat the ano... "

33. Leo Bumett _ _ We try hm'der! " .

34. Ries & Trout -/_ _. simple strong message in adv ;.. :.J

35. John Caples _" . . .. ff!"I,nherentD_ma" _. -" . . .

"1,

i

36. This is the planning document which is written by account planner. It, usually a single page,

includes basic guideline for creative such as advertising objective, target audience, advertisingconcept, and creative specs and mandatory. It is called such as Creative Work Plan, Creative

Platform in different agencies, trI was started to use in Saatchi & Saatchi for the first time. What

is it? (1 point) _ b _)_ _

37. What is DAGMAR? (1 points)

w-einwx_ _8vevli_in93Ooals _eeacu*_d cadv_'n_lr_53 v-e_,l_-_.38. Discuss about the _ of qualitative research over quantitative research. (3 points)

o_U61_'il_ol_Xlb0ae -_ex_-_qe.. veseaav'c--hea'_03e_4-5can ir_dep_h/0og ivat-o_ae i_qFovnae_l_aln,¥_searclaer_ c3_'rtis_-e..arl -to cowguwlex_'5 aeeelicl_S O_nd as_/_xx_es -_v_rol0,-Food _ct _o_ _e (olqg'a_e._'s c,wn roar-rig ea_fi_ 0_ vvwge _;om_ infe_vVle_ ca_ _Nm_ _e__nc_,vxov_e,r_ova_ _vg_ ¢v_aod osed i._acau61mSf_hve

* Put your answers of following bonus questions on Scan=on 36, 37, & 38. / 1(¢ g_ t'Glgl.

Bonus 1 - 36) {"(P)/F) IfI miss the class five times, I will get F from this class.

Bonus 2 - 37) ('_/F) IfI attend all classes, and my final points are within 5 points from cutoffpoint, I can get higher letter grade than I deserve to get.

Bonus 3 - 38) Little Prince said he loved to watch the sunset when he was sad. One day, hewatched the sunset times in a day.

a) One time _Eleven times.g._twenty-five runes d) Thirty-two times

_orty- four times

Thanks/Follo_ng paragraphcomesfrom Little Prince. Hopeyou like it.

"My life is very monotonous," the fox said. "I hunt chickens; men hunt me. All the chickens are justalike, and all the men are just alike. And, in consequence, I am a little bored• But if you tame me, itwill be as if the sun came to shine on my life. I shall know the sound of a step that _ be differentfrom all the others. Other steps send me hurrying back underneath the ground. Yours will call me,like music, out of my burrow. And then look: you see the grain-fields down yonder? I do not eatbread. Wheat is of no use to me. The wheat fields have nothing'to say to me. And that is sad. Butyou have hair that is the color of gold. Think how wonderful that _ be when you have tamed me!The grain, which is also golden, vail bring me back the thought of you. And I shall love to listen tothe wind in the wheat..."

Please write down your name here againH, V-_I_ _ d _7.._'I'- 1[_

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, JMC 3333 Advertising Research - Fall 2009Exam 2 (60 points) on October 28, 2009

Name: _ OU-ID:

• ._ 1. In sarfipling, the group of elements about 7which you wish to make ir_ferences and dra(v/ generalizations is called the "targey population."

-£2. Vrohabm)sampling is a sampling technique in whicli every member of the population _ have-- a l_)_)wn arid g4herally.equal i_robability of selection. - . " " "

_7_3. A confidence level states the range_in which we believe the true populatio n characterisnc, valueor parameter lies.

. _ 4. The mean, median, and'standard deviation are all measures of central tendency• -

-_"5. Frequency distributions are one methocl for presenting data in,descriptive statistical.anal, ysis.

,_J_6.'. ThetheremeanareiSextremeeXtremel_fien_itiVevaluesin a tOdistribution.eXtremevalues; therefore should be used the median, when . . .-

_7. The median and mean can be iased to analyze data at all four levels of measurement.

_5;8. If a _stfibufion has'a la_e variance it means that most of the scores are similar or close to theme.an.

" "_79. The square root of the variance of a distribution of numbers is the standard deviation.

-'_10 Pearson's ris used when two interval-_or rano-level variables need to be analyzed simultaneouslyto see if there's a relationship between them.

• -. _ t_11." The area uncter a non_nal curve can be translated into a probability. .

-_12, The largest propornon of the area below the s_ndard normal distribution (bdlSshaped curve)lies within one standard deviation" on either side of the mean.

13. Which o f the following is not an exampieof a iype of question that captures responses, ofily a(,the maml_al level of measure_a_nt? " " -

a: ' dichotomous Cb_] rank-order scale c. multiple choice d. checklist' , ,-..e. All of the above_'c_mre data at'the nominal level of measurement.

14. "Validi_n the research design is most accurately defined as

_,_ actually measuring wllat is intended, b. random sampling: . . '"- . c. consistency of results. d. reliability, e. c and d.

15. :An inte_._.,__scaleof numbers contains which of the following property(ies):a. equivalence. 'b_ order, c. an absolute zero.

d. All of the above.._ a'and b above.

16..At what level o( measurement is the following quesnon:"Are you male or'female?" 1) Male 2) Female

: " ii. Ordinal b. Interval _ominal d. Ratio

1,7. A probabilit_ sample' that is drawn proportionate to some known,characteristic(s) of a universe..__lscalled a ...

a., Quotasample. b. Simple random sample• -.

.Stratified random sample. "d; Systematic random sample.

(

,1

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18. Response rate refers to the percentage of the valid sample who partidpates m the researc_ by

completing an int_ew or survey.' Several research show the similar patterns in response rate:tend to have the highest response rate, followed by" , a.n_ __ :

a. Mail Surveys - Telephone Interviews - Personal Int&views -, .... ." "...... b "Tdlephone Interviews --Mail Surveys - Ptr_onal-Ifi_et_iews " _....... . - "

' (T&_-'-TersonalInterviews - Telephone Interviews - Mail Surveys . .• _ Persona] Interviews -'Mail Surveys = _1eiephone Interviews . . . ' .

19. What is the first step in actual sam___Fa.prog.e,a.s_

cODefine Target Population b. Select Sampling MethodSelect Sample Frame d. Set Sampl e Size "

20. is the degree to which a measure is stable,-free from random error and yieldsconsistent results over multiple administrations. : ,

"" a. Validity" @ Reliability Cl Construct d. Generalization,

"21. - is the way researchers use an observable event to draw inference§ about

concepts that may not be dixecfl_observahle.

• - al Content Analysis _ Measurement c. Sampling. d. Secondary research " )

22. What is J_V,.one of the three kinds of evidence to support the assumption that v_/riable A cause_'ariable B. ' ' ' ' - "

a. Correlation _. Sequence _c. Absence of other causal factors (_ Manipulation

_lIThe purpose of m0st marketing research experimentation is to m;asure and _th; effff._

[[ /]of the experimental tr_Frnents on the -- " " variablei '_ ' . "

._ a Independent" _ Dependent .(_Control . d Extraneous

2'4. An analytical technique that consists of"the raw mlmber of responses allocated to each

response opti9n" is efilleda

"" a. standard score• frequency'distribution, c.c0rrelation coefficient.• " d. variance, e. None of the above.

=

251 If a distribution has. a < -__-------fewscores that. are much..,,-=m--_smallerin value compared_. . to the rest of thescores in.the distributibn, itwill cause the dismbut_on to be , "

' . . . . . a. platyk_lrtic, b. normal, c. positively skewed,

,. d. leptokurdc. (_pegatively skewed.

26.' The +.89 correlation indicates that..'.

• _ ._a,ere is a strong relationship and that the two sets of scores move in d_e same direction."_. "lhere isa weak i:elationship and that the two sets of scores move in the same directi6n."tie[ There is a s_rong relationship and that the two sets of scores move in the opposite " .. " '

,/ direction. ," . " " ' "

_. There is a weak relationship find that die two sets of scores move in the opposite-- direction. r

:' / Itis impossible, to'knowthe relaticinstfip arid direction with +.89 correlation.

t * ,

• , , *

" . 27. What is the modal score (the mode) of the following, distribution.._,of number_: 7,6_,6,5,4.?" a. 6.5 b. 5.5 . c. 6.2 d. 5.9 fd._)•- the above. _.-,,,,r_,r_P, /,-,None of

'' " 28. Which one is_.the defining cha.ractensfies of bell-shap,_l_5 . ".... ,-_' " "i_ : '

........ "_9" a.:symmetrical -b:unimodal _" c. unskewedness--(JPlato-kurtic ..... ,:/_none .......... 7....

• Respondent No. " X X - X (X- X')21 7

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. "6 3" .. ' -..

• , 7 9 ." . :- . .

8 5• , 9 3 . '

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• _ 29. W.,hat is avariance? • ..

. .. . . . b. 4.1 " " 4.2. d.4.3 e. 4.4 ....

:ZZ ' - '" . ' V " 2 "•_ ..30" _at is a standard d_viafion?/_.. : " . .

\x: "k a._0 b. 2.024 _,'_._2.049 d. 2.073 e. 2.097 - .

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