Week 2 [394 to 395] (Research Application: Advertising and PR)

Question 1

Q: What is research?
A. A casual observation of issues without structure
B. Collecting personal beliefs and opinions for subjective evaluation
C. A systematic investigation into a problem that involves gathering evidence to draw inferences and conclusions
D. A process of making intuitive judgments about unknown phenomena

Answer 1

Correct Answer: C
Explanation: Research is a structured and objective process designed to analyze a specific problem, collect evidence, and derive meaningful insights or solutions.

Question 2

Flashcard 2

Q: Why should we study research methods?
A. To develop creative or artistic skills unrelated to logical analysis
B. To enhance our ability to increase knowledge, solve practical problems, and test claims using evidence-based observations and arguments
C. To memorize facts and data about various fields without further interpretation
D. To collect anecdotal stories and apply them broadly

Answer 2

Correct Answer: B
Explanation: Research methods allow us to analyze claims, increase knowledge, and refine how precisely we understand various phenomena, making it an essential tool for professional and academic success.

Question 3

Q: Which professions commonly rely on research?
A. Athletes and chefs
B. PR/ad firms, journalists, academics, and government agencies
C. Farmers and miners
D. Bank tellers and retail workers

Answer 3

Correct Answer: B

Question 4

Flashcard 4

Q: What is epistemology?
A. A method for conducting experiments in physical sciences
B. The study of how knowledge is acquired and the distinctions between knowledge and beliefs
C. A statistical approach to evaluating claims
D. The historical record of scientific advances

Answer 4

Correct Answer: B
Explanation: Epistemology explores the nature of knowledge, its origins, and how it differs from subjective beliefs, forming the foundation for understanding research theories.

Question 5

Q: What is the focus of methodology in research?
A. Studying artistic methods of communication
B. Refining statistical software for analysis
C. Investigating the procedures and methods of conducting systematic scientific research
D. Discovering new historical data for theoretical discussions

Answer 5

Correct Answer: C
Explanation: Methodology is a core component of research, outlining the approaches and tools needed to perform investigations systematically and reliably.

Question 6

Q: What is inductive reasoning?
A. Drawing specific predictions from a broad set of principles
B. Using specific observations to form generalized principles or theories
C. Analyzing a wide data set without coming to conclusions
D. Assuming results based on pre-established models

Answer 6

Correct Answer: B
Explanation: Inductive reasoning involves observing particular instances and deriving broader insights, such as concluding that food stalls with long queues often serve good food.

Question 7

Q: Which example best illustrates inductive reasoning?
A. Creating a study based on universal principles about food preferences
B. Noticing that long queues form at a particular food stall and concluding that popular food attracts attention
C. Testing whether shorter waiting times affect customer satisfaction
D. Developing predictions about future behavior without current observations

Answer 7

Correct Answer: B
Explanation: Inductive reasoning relies on patterns observed in specific situations to form general conclusions about broader phenomena.

Question 8

Flashcard 8

Q: What is deductive reasoning?
A. Observing specific trends to form generalized rules
B. Using general theories or principles to make specific predictions or expectations
C. Making hypotheses without supporting evidence
D. Drawing conclusions based on incomplete data

Answer 8

Correct Answer: B
Explanation: Deductive reasoning works in reverse from inductive reasoning, starting with a general principle and applying it to predict specific outcomes.

Question 9

Flashcard 9

Q: What does the “Wheel of Science” represent?
A. A hierarchical model for gathering and presenting scientific data
B. A circular process connecting theories, hypotheses, observations, and empirical generalizations in science
C. A step-by-step methodology for conducting experiments
D. A graphic representation of progress in various fields

Answer 9

Correct Answer: B
Explanation: The Wheel of Science illustrates how research is a cyclical process that moves from developing theories and hypotheses to making observations and formulating generalizations.

Question 10

Flashcard 10

Q: Why is research critical in fields like PR, marketing, and product development?
A. It focuses exclusively on creating uniform products for all audiences
B. It helps identify consumer diversity, preferences, and specific trends in behavior
C. It aims to design products with the highest profit margins only
D. It assumes universal values that are static over time

Answer 10

Correct Answer: B
Explanation: Research is vital for understanding the wide range of consumer needs, preferences, and motivations, enabling effective marketing strategies and product development.

Question 11

Flashcard 11

Q: What makes self-reports in research potentially unreliable?
A. They only capture group behaviors without individual insights
B. People’s responses can sometimes misrepresent their actual thoughts, feelings, or preferences
C. They prioritize narrative experiences over objective data collection
D. They include excessive background information irrelevant to the study

Answer 11

Information irrelevant to the study
Correct Answer: B
Explanation: Self-reports rely on participants’ honesty and self-awareness, which can lead to inaccuracies if individuals provide socially desirable responses or misunderstand their preferences.

Question 12

Flashcard 12

Q: What kind of reasoning is reflected in the statement, “Patriotism is high during the national day season, so we expect more national flags and colors on display”?
A. Inductive reasoning—specific observations lead to a principle
B. Deductive reasoning—a general principle predicts specific outcomes
C. Logical fallacy—jumping to conclusions without data
D. None of the above

Answer 12

Correct Answer: B
Explanation: Deductive reasoning applies the general principle of heightened patriotism during national holidays to predict observable behaviors like displaying flags and national colors.

Question 13

Q: What does the “Wheel of Science” represent?
A. A hierarchical structure of academic disciplines
B. A cyclical process connecting theories, hypotheses, observations, and empirical generalizations in scientific research
C. A method to prioritize research questions based on funding availability
D. A static linear process for proving theories through experiments

Answer 13

Correct Answer: B

Explanation: The “Wheel of Science” illustrates the interconnected nature of scientific research, where theories lead to hypotheses, which are tested through observations, resulting in empirical generalizations that can inform or refine existing theories. This process is iterative and never-ending.

Question 14

GPT What is the primary purpose of copy testing in advertising research?
a) To create new advertising regulations
b) To develop and assess the effectiveness of advertisements
c) To determine the total budget for an ad campaign
d) To measure customer satisfaction after product purchase

Answer 14

Answer: b) To develop and assess the effectiveness of advertisements

Copy testing is used to evaluate how well an advertisement performs before or after it is aired. It measures aspects such as recall, emotional response, and persuasion to ensure the ad effectively communicates the intended message.

Question 15

GPT At what stage of the advertising process does copy pretesting occur?

a) Before the campaign starts
b) During the execution of the campaign
c) After the campaign ends
d) When sales begin to decline

Answer 15

Answer: a) Before the campaign starts

Explanation: Copy pretesting helps advertisers refine their messages before the campaign launches, preventing ineffective ads from being distributed.

Question 16

GPT What is a rough cut in TV advertising research?
a) A fully produced commercial with final edits
b) An unfinished version of a commercial with basic elements
c) A storyboard without any video production
d) A competitor’s advertisement used for comparison

Answer 16

Answer: b) An unfinished version of a commercial with basic elements

Explanation: A rough cut is an early version of a commercial that lacks final editing, animations, or special effects. It is used in testing to gauge audience reactions before the final version is completed.

Question 17

GPT Which of the following is NOT a method of copy testing?
a) Readability and recall tests
b) Testing different product angles in photos
c) Focus groups for feedback on ad designs
d) Measuring store inventory levels

Answer 17

Answer: d) Measuring store inventory levels

Question 18

GPT What does media research in advertising focus on?
a) Identifying the most effective media channels for ads
b) Analyzing customer complaints about a product
c) Conducting employee satisfaction surveys
d) Designing brand logos

Answer 18

Answer: a) Identifying the most effective media channels for ads

Explanation: Media research helps advertisers determine the best platforms (TV, digital, radio, etc.) to reach their target audience efficiently.

Question 19

GPT Which of the following factors is most important in media research?
a) Employee work schedules
b) Audience reach and engagement
c) The cost of producing ads
d) Number of employees in an ad agency

Answer 19

Answer: b) Audience reach and engagement

Explanation: Media research prioritizes how many people see the ad (reach) and how effectively they engage with it (likes, shares, clicks).

Question 20

GPT Why do advertisers compare magazines like Cosmopolitan and Vogue?

a) To find out which magazine is cheaper
b) To determine which magazine offers the best ad exposure
c) To choose a magazine with more fashion-related articles
d) To check which magazine has better editorial content

Answer 20

Answer: b) To determine which magazine offers the best ad exposure

Explanation: Advertisers compare magazines to ensure that their ads reach the intended audience THEY AE LOOKING FOR. For example, if a brand targets a young, fashion-conscious demographic, magazines like Cosmopolitan and Vogue may be ideal due to their readership.

Question 21

GPT What is the primary goal of campaign assessment research?
a) To check whether an ad campaign achieves its intended results
b) To calculate how much an ad costs
c) To measure employee productivity in an ad agency
d) To monitor competitor pricing strategies

Answer 21

Answer: a) To check whether an ad campaign achieves its intended results

Explanation: The goal is to evaluate the effectiveness of an ad campaign by looking at its impact on the brand’s performance. This could include measuring sales growth, brand awareness, customer loyalty, or changes in consumer behavior due to the campaign.

Question 22

GPT Which of the following methods is used in campaign assessment research?
a) Sales tracking
b) Customer surveys
c) Brand awareness tests
d) All of the above

Answer 22

Answer: d) All of the above
Explanation: Campaign assessment research often uses multiple methods, such as sales tracking (to measure any increase in sales), customer surveys (to gather feedback about brand perception), and brand awareness tests (to assess whether the target audience remembers the brand after the campaign).

Question 23

GPT If a company wants to know whether an ad campaign has helped in customer retention, which research approach should it use?
a) Copy testing
b) Campaign assessment research
c) Media research
d) Qualitative research

Answer 23

Answer: b) Campaign assessment research

Explanation: To assess customer retention, campaign assessment research is necessary. This type of research evaluates how well the campaign has influenced customer loyalty, i.e., whether the customers who were exposed to the campaign continue to buy from the brand.

Question 24

GPT Which of the following is an example of qualitative research in advertising?
a) Analyzing social media comments on a brand
b) Measuring ad click-through rates
c) Conducting a statistical survey on brand preference
d) Tracking the number of online purchases

Answer 24

Answer: a) Analyzing social media comments on a brand

Explanation: Analyzing social media comments on a brand gives advertisers insight into consumer opinions, feelings, and reactions, which is the focus of qualitative research. It involves gathering non-numerical data that provides deeper insights into customer preferences.

Question 25

GPT Focus groups are commonly used in qualitative advertising research because they: a) Provide in-depth insights into customer opinions b) Use numerical data for statistical analysis c) Focus on measuring audience reach d) Track the number of times an ad is viewed

Answer 25

Answer: a) Provide in-depth insights into customer opinions Explanation: Focus groups are a key qualitative research tool because they allow advertisers to collect in-depth insights from a small group of participants. This method helps understand consumer attitudes, opinions, and emotional reactions to advertisements or products.

Question 26

GPT What is a key challenge of conducting advertising research on the internet? a) Difficulty in collecting data from consumers b) Measuring traditional advertising metrics in a digital environment c) Lack of available customer opinions d) Limited reach compared to television advertising

Answer 26

Answer: b) Measuring traditional advertising metrics in a digital environment Explanation: One of the main challenges of internet-based advertising research is how to measure traditional metrics (like recall or emotional impact) in a digital environment. The interaction patterns of online users are different, and it requires specific tools (e.g., click-through rates, social media engagement) to measure ad success.

Question 27

GPT Which of the following is an advantage of internet-based advertising research? a) Faster data collection b) More expensive than traditional research c) Less accurate results d) Requires physical interviews with customers

Answer 27

Answer: a) Faster data collection Explanation: One major advantage of internet-based research is the ability to collect data quickly. Digital tools and platforms allow real-time tracking of how ads perform, making it easier to adjust and improve campaigns while they are live.

Question 28

DS A soft drink company creates three different versions of a TV commercial for a new product. Each version has a unique storyline and emotional appeal. Before finalizing the ad for broadcast, the company conducts research to determine which version resonates most with the target audience. What type of research is the company conducting? a) Media Research b) Campaign Assessment Research c) Copy Testing d) Qualitative Research

Answer 28

c) Copy Testing Explanation: Copy testing is used to evaluate different versions of an advertisement to determine which one is most effective. In this scenario, the soft drink company is testing three versions of a TV commercial to identify the one that resonates best with the audience. This helps ensure the final ad will have the desired impact.

Question 29

DS A fashion brand targeting millennials wants to advertise its new clothing line. The brand conducts research to determine whether Instagram, TikTok, or traditional media like newspapers would be the most effective platforms to reach its audience. What type of research is the brand conducting? a) Copy Testing b) Media Research c) Campaign Assessment Research d) Qualitative Research

Answer 29

b) Media Research Explanation: Media research focuses on identifying the best media channels to reach a target audience. In this case, the fashion brand is evaluating different platforms (Instagram, TikTok, and newspapers) to determine where their audience is most active and engaged. This helps the brand allocate its advertising budget effectively.

Question 30

DS After running a nationwide advertising campaign for a new smartphone, a tech company wants to evaluate whether the campaign increased brand awareness and sales. What type of research should the company conduct? a) Copy Testing b) Media Research c) Campaign Assessment Research d) Qualitative Research

Answer 30

c) Campaign Assessment Research Explanation: Campaign assessment research is conducted after an advertising campaign to measure its overall effectiveness. In this scenario, the tech company wants to evaluate whether the campaign achieved its goals, such as increasing brand awareness and sales. This type of research helps determine the return on investment (ROI) of the campaign.

Question 31

DS A car manufacturer wants to understand how potential customers feel about its new electric vehicle. The company organizes small group discussions where participants share their thoughts and emotions about the product. What type of research technique is the company using? a) Survey Research b) Focus Groups (Qualitative Research) c) Copy Testing d) Media Research

Answer 31

b) Focus Groups (Qualitative Research) Explanation: Focus groups are a qualitative research technique where small groups of participants discuss their thoughts, feelings, and opinions about a product or advertisement. In this scenario, the car manufacturer is using focus groups to gain deeper insights into customer perceptions of its new electric vehicle.

Question 32

DS An e-commerce company wants to measure the effectiveness of its online banner ads. It tracks metrics such as click-through rates, time spent on the website, and conversion rates. What type of research is the company conducting? a) Media Research b) Campaign Assessment Research c) Internet Advertising Research d) Copy Testing

Answer 32

c) Internet Advertising Research Explanation: Internet advertising research involves measuring the effectiveness of online ads using metrics like click-through rates, time spent on the website, and conversion rates. In this scenario, the e-commerce company is analyzing these metrics to evaluate the performance of its banner ads.

Question 33

DS A researcher is analyzing data from an advertising campaign to determine whether there is a significant relationship between ad exposure and purchase behavior. Which statistical technique is most appropriate for this analysis? a) Descriptive Statistics b) Correlation Analysis c) Factor Analysis d) Content Analysis

Answer 33

b) Correlation Analysis Explanation: Correlation analysis is used to determine the relationship between two variables, such as ad exposure and purchase behavior. In this scenario, the researcher wants to understand whether increased ad exposure leads to higher purchase rates, making correlation analysis the most appropriate technique.

Question 34

DS A cosmetics company creates a rough version of a TV commercial featuring amateur actors and simplified locations. It tests this version with a small audience to gather feedback before producing the final ad. What is this process called? a) Campaign Assessment Research b) Pretesting c) Media Research d) Qualitative Research

Answer 34

b) Pretesting Explanation: Pretesting involves testing a preliminary version of an advertisement (such as a rough cut of a TV commercial) with a small audience to gather feedback and make improvements before finalizing the ad. In this scenario, the cosmetics company is using pretesting to ensure the final ad will be effective.

Question 35

DS A snack food company wants to understand why its new product is not selling well. It organizes small group discussions where participants taste the product and share their opinions. What type of research technique is the company using? a) Survey Research b) Focus Groups (Qualitative Research) c) Copy Testing d) Media Research

Answer 35

b) Focus Groups (Qualitative Research) Explanation: Focus groups are a qualitative research technique where participants discuss their opinions and experiences. In this scenario, the snack food company is using focus groups to gain insights into why its new product is not selling well, which can help identify areas for improvement.

Question 36

DS An online retailer wants to measure the success of its social media ad campaign. It tracks metrics such as likes, shares, comments, and click-through rates. What type of research is the retailer conducting? a) Media Research b) Internet Advertising Research c) Campaign Assessment Research d) Copy Testing

Answer 36

b) Internet Advertising Research Explanation: Internet advertising research involves tracking online metrics such as likes, shares, comments, and click-through rates to measure the success of digital campaigns. In this scenario, the online retailer is using these metrics to evaluate the performance of its social media ads.

Question 37

DS A researcher is studying the factors that influence consumer preferences for a new product. They use a statistical technique that identifies underlying variables (e.g., price, quality, brand reputation) that explain consumer behavior. What technique is the researcher using? a) Regression Analysis b) Factor Analysis c) Descriptive Statistics d) Content Analysis

Answer 37

b) Factor Analysis Explanation: Factor analysis is an advanced statistical technique used to identify underlying variables (factors) that explain patterns in data. In this scenario, the researcher is using factor analysis to understand the key factors (e.g., price, quality, brand reputation) that influence consumer preferences for a new product.