AD RESEARCH JMC 3333 QUIZ 1 (FISHER)

Which of the following are some direct benefits that can result from conducting advertising research?

1. Can help advertisers save money (avoiding wrong decisions) 2. Can help advertisers gain an advantage over competitors 3. Can help advertisers adapt to change 4. Can help advertisers with internal operations, such as better cooperation among people or departments

The FCB planning grid

1. Divides products into high/low involvements products 2. Can be used to develop strategies according to consumers relationship to the products 3. Divides products into types or categories based on whether they are thinking vs. feeling products

The kind of research that deals with "prove what and why" questions is called?

Causal

According to the guys who wrote the book "What sticks?" marketers and advertisers are doing a great job using research to drive decision making?

False

The situation analysis usually consists almost entirely out of primary research

False, A situation analysis is typically mostly secondary research

It would be unethical to have to pay research subjects in order to get them to participate?

False, paying people os ok, but fooling them or misleading them is not.

Research is the only good decision-making tool and show entirely replace intuition and experience in the design-making process?

False, research is the best decision making tool, but doesn't entirely replace experience and intuition.

An operational definition is any person, object, practice, pr process that is observed for research purposes?

False, this description is referring to a research subject

Which of the following is not one of the characteristic of the scientific method of investigation?

Quantitative

Which of the following is NOT a serious ethical issue in the conduct of research?

They are all serious ethical issues - research is voluntary manner - answers are kept confidential - subjects are not deceived as to the purpose of the study - subjects are not harmed via the study

Charles Coolidge Parlin discovered something important for the Campbell Soup Company by digging through trash?

True

In research you can never really prove a hypothesis

True

My original apple iPod came wit eight gigabytes of memory-storage or memory is a product attribute

True

The A-Priori "Method of Knowing" is similar to personal intuition

True

When a variable is considered a dependent variable, we are assuming it changes as a result of some other factor?

True, in experimental research, a dependent variable changes as the result of some change in an independent variable or variables