final exam

Question 1

• uncontrolled, subjective, observational

- low reliability, high validity, inductive, in-depth

Answer 1

qualitative research

Question 2

• controlled, objective, systematic
• reliable, valid, deductive, generalizable
• precise measurement of something

Answer 2

quantitative research

Question 3

using multiple methods

Answer 3

triangulation

Question 4

pros: best quality, high response rate, expansive
cons: expensive, slow turn around

Answer 4

personal interviews

Question 5

pros: fast turnaround, relatively inexpensive
cons: low contact rates, cell phones, short

Answer 5

phone surveys

Question 6

pros: inexpensive, expansive
cons: respondent control, slow, screeners

Answer 6

mail survey

Question 7

pros: inexpensive, very fast, no data needed
cons: very low response rates, duplicate respondents

Answer 7

online survey

Question 8

the process if selecting some elements from a population to represent the population

Answer 8

sampling

Question 9

all elements about which we wish to make some inferences

Answer 9

population

Question 10

a list of elements in the population from which the sample is actually drawn

Answer 10

sampling frame

Question 11

a count of an element in a population

Answer 11

census

Question 12

result from mistake in selection process or determining sample size

Answer 12

sampling error

Question 13

can occur at any stage of the research process

Answer 13

non sampling error

Question 14

controlled, randomized

- each unit in the defined target population has a known probability of being selected

Answer 14

probability

Question 15

no equal chance of being in the sample

Answer 15

non probability

Question 16

probability of selection = sample size / population size

Answer 16

simple random sampling

Question 17

• random starting point

- skip interval

Answer 17

systematic sampling

Question 18

• segregate population into identifiable subdivisions

- randomly select within each subdivision

Answer 18

stratified random sampling

Question 19

randomly select groups, not individuals

Answer 19

cluster sampling

Question 20

third option: no opinion/ dont know

Answer 20

dichotomous

Question 21

name list
quantitative list
qualitative list

Answer 21

multiple choice

Question 22

likert type

Answer 22

rating scale

Question 23

creative brief

Answer 23

• summary of what you learned
• all the information that must be conveyed by the advertising - roadmap
• provides an idea about to creatively and persuasively communicate a brand message to a target audience

Question 24

MHST

Answer 24

• objective/ statement
• target audience
• competition
• chosen communication
• mandatory information
• style/ tone
• timing

Question 25

summarizing research results

Answer 25

editing, coding, and tabulation

Question 26

minimize or eliminate errors | clean your data

Answer 26

editing

Question 27

# translate raw materials into countable form - name codes - quantitative codes - qualitative codes

Answer 27

coding

Question 28

process if patterning data into summary tables - percentage - mean - median - mode

Answer 28

tabulation

Question 29

the average

Answer 29

mean

Question 30

put number in order, and the middle number

Answer 30

median

Question 31

the number thats the most

Answer 31

mode

Question 32

Positioning Advertising Copy Test

Answer 32

PACT

Question 33

- Provide measurement relevant to objective of advertising - require agreement on how results - provide multiple measures - demonstrate reliability and validity

Answer 33

PACT

Question 34

assigning number to empirical events in compliance with a mapping rule

Answer 34

measurement

Question 35

a scheme for assigning numbers to aspects of an empirical events

Answer 35

mapping rule

Question 36

a bundle of meanings or characteristics associated with certain events, objects, conditions, situation, or behavior

Answer 36

concept

Question 37

an image or idea specifically invented for a given research and/or theory building purpose

Answer 37

construct

Question 38

classification (exclusive and exhaustive) - determination of equality - ex: gender female/ male

Answer 38

nominal

Question 39

classification and order - determinate of great or lesser value - doneness of meat

Answer 39

ordinal

Question 40

classification, order and distance - determination of equality of intervals or differences - temp in degrees

Answer 40

intervals

Question 41

classification, order, distance, and natural origin - determination of equality of ration - age in years

Answer 41

ratio

Question 42

classification, order, distance, origin

Answer 42

4 characteristics of mapping rules

Question 43

numbers are used to group or sort responses, no order

Answer 43

classification

Question 44

numbers are ordered. one number is greater than less than or equal to another number

Answer 44

order

Question 45

differences between numbers are ordered. the difference between any pair of number is greater than, less then, or equal to the difference between any other pair of numbers

Answer 45

distance

Question 46

the number series has a unique origin indicated by the number zero.

Answer 46

origin

Question 47

scale with the properties of order and equal distance between points with mutually exclusive and exhaustive categories

Answer 47

interval scales

Question 48

incorporate all of the power of the previous scale plus provision for absolutely zero or origin

Answer 48

ration scale

Question 49

ability of a research instrument to measure what it is purposed to measure

Answer 49

internal validity

Question 50

the extent to which measurement scale provide adequate coverage of the investigative question

Answer 50

content validity

Question 51

the success of a measurement scale for prediction or estimation

Answer 51

criterion- related validity

Question 52

a measurement scale that demonstrates both convergent validity and discriminant validity

Answer 52

construct validity