The ____ method tests television commercials in consumers' homes.
a. NextTV
b. TiVo
c. Behavioral
d. Sensory
e. Visual
Question 2Which of the following is NOT an advantage of structured-undisguised questions?
a. Simple to administer
b. Easy to analyse
c. Unbiased response categories
d. Very reliable
e. Easy to tabulate
Question 3Before committing to the expense of a major campaign, advertisers may take their message-testing programs into the field. This type of message evaluation is commonly known as ________ testing.
a. theater
b. concept
c. pilot
d. split-run
Question 4Writing for visibility on search engines is an important blogging technique.
Indicate whether the statement is true or false
Question 5A very important advertising research service is the NextTV method which was created by ____.
a. Ipsos-ASI
b. Arbitron
c. Simmons Market Research Bureau
d. Market Facts
e. Bruzzone Research Company
Question 6Questions that give the respondent no indication of the true purpose of the research project are known as
a. disguised questions.
b. confounded questions.
c. structured questions.
d. undisguised questions.
e. unstructured questions.
Question 7While physiological measures suffer from a variety of drawbacks, they do
a. separate reactions to the advertisements from reactions to the product.
b. give researchers an indication of the degree of arousal attributed to an ad.
c. gauge whether an advertisement is being perceived negatively or positively.
d. allow advertisers to pinpoint the part of an advertisement that was responsible for a specific reaction.
Question 8Social media marketing is essentially free.
Indicate whether the statement is true or false
Question 9Measures of ____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
a. awareness
b. knowledge
c. persuasion
d. loyalty
e. involvement
Question 10The three key decisions to make when collecting data by communication include which of the following?
a. The degree of structure to use
b. Whether to disguise the questionnaire
c. Which method of questionnaire administration to use
d. All of these are correct.
e. Both a and c are correct.
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