Chapter 5 Quantitive Primary research

Which of the following is a value that can be expressed numerically and placed in a logical order with equal distance between each data point?

? (NOT continuous)

Long surveys broken up into a series of smaller surveys and dispersed over time are referred to as:

? (NOT online dispersed method)

Which of the following is a measurement type that results in values that can be counted as part of distinct groups?

Categorical

True or False: For a brand perception survey, it is important to divulge the company sponsoring the survey.

False

Directly after respondents review an advertising concept, it is best practice in an advertising concept survey to ______.

Gather first impressions using open-ended questions

Which of the following requires respondents to test products that require extended time for typical use or makes sense to test in natural environments?

Home use test

Which type of question has response options placed in a clear order and the distance between the response options are assumed to be the same?

Interval

"Please rate our delightful service" is an example of which type of question development mistake?

Leading Question

Which type of question suggests respondents give a socially desirable answer?

Loaded Question

Large surveys broken into smaller surveys and distributed across multiple platforms are considered:

Multi Channel surveys

Which type of question has no natural order to the response categories?

Nominal

surveys are mostly:

Quantitive

Which type of survey typically gathers ratings on all the touchpoints respondents encounter?

Satisfaction Surveys

Each of the following is true about open-ended questions, except that they ______.

Should be used in place of closed-ended questions where possible

New product development and brand perception surveys usually follow which type of question sequencing?

The funnel approach

True or False: A balanced scale means there are equal positive-leaning and equal negative-leaning options.

True

True or False: A/B testing is a type of experiment commonly used in digital advertising to test ad variations.

True

In order to gather comparison ratings of items in a survey, it is important to ______.

Use the same scale for each item being rated

If the ______ is heavier at certain points of a scale, respondents will be more likely to select those options than they otherwise would have.

Visual Weight

Overall measures are used for each of the following purposes, except ______.

all of these