Week 2 [395 to 400] (Research Application: Advertising and PR)

Question 1

Which of the following methods is used to measure attention in advertising research by recording the movement of a consumer’s eye as they view an ad?
a) Tachistoscope (T-scope)
b) Eye-tracking study
c) Consumer jury
d) Semantic differential scale

Answer 1

b) Eye-tracking study

Eye-tracking studies use cameras to record the movement of a consumer’s eye as they view an ad. This helps researchers determine which parts of the ad (e.g., headlines, images, logos) attract the most attention.

Question 2

What is the primary purpose of using a tachistoscope (T-scope) in advertising research?

a) To measure emotional responses to an ad
b) To determine how quickly consumers recognize elements of an ad
c) To evaluate purchase behavior
d) To assess brand loyalty

Answer 2

b) To determine how quickly consumers recognize elements of an ad

A tachistoscope (T-scope) is a device that projects images for very short durations to measure recognition speed.

Question 3

Which of the following methods is most effective for testing whether consumers understand the message of an ad?

a) Eye-tracking study
b) Focus group
c) Tachistoscope (T-scope)
d) Theater testing

Answer 3

b) Focus group

Focus groups involve small group discussions where participants share their thoughts and interpretations of an ad.

Question 4

Which of the following techniques involves providing respondents with hints, such as a list of brands, to help them remember an ad?

a) Unaided recall
b) Aided recall
c) Eye-tracking study
d) Semantic differential scale

Answer 4

b) Aided recall

Aided recall involves providing respondents with hints, such as a list of brands or ads, to help them remember what they saw.

Question 5

Which of the following is a multidimensional measure that combines cognitive, affective, and conative measures to assess consumer involvement with an ad?

a) Recall
b) Engagement
c) Attitude change
d) Purchase behavior

Answer 5

b) Engagement

Engagement is a multidimensional measure that assesses how involved consumers are with an ad.

Question 6

Which of the following techniques uses bipolar adjectives (e.g., good-bad, like-dislike) to measure changes in consumer attitudes toward a brand?

a) Eye-tracking study
b) Semantic differential scale
c) Tachistoscope (T-scope)
d) Focus group

Answer 6

b) Semantic differential scale

Semantic differential scales use a series of bipolar adjectives to measure changes in consumer attitudes.

Question 7

Which of the following physiological measures tracks changes in the electrical conductance of the skin to assess emotional arousal in response to an ad?

a) Eye-tracking study
b) Galvanic skin response (GSR)
c) Tachistoscope (T-scope)
d) Focus group

Answer 7

b) Galvanic skin response (GSR)

Galvanic skin response (GSR) measures changes in the electrical conductance of the skin, which indicates emotional arousal.

Question 8

Which of the following methods involves tracking the number of products sold before and after an advertising campaign to measure its effectiveness?

a) Store audit
b) Focus group
c) Semantic differential scale
d) Theater testing

Answer 8

a) Store audit

Store audits involve tracking the number of products sold before and after an advertising campaign.

Question 9

Which of the following is an example of direct response measurement in advertising research?

a) Eye-tracking study
b) Coupon redemption
c) Semantic differential scale
d) Theater testing

Answer 9

b) Coupon redemption

Direct response measurement involves tracking specific consumer actions, such as redeeming coupons.

Question 10

Which of the following techniques measures brain activity to assess emotional responses to ads?

a) Eye-tracking study
b) Brain wave analysis
c) Tachistoscope (T-scope)
d) Focus group

Answer 10

b) Brain wave analysis

Brain wave analysis measures brain activity to assess emotional responses to ads.

Question 11

Which of the following methods involves a group of 50–100 consumers looking at test ads and indicating which ad was best at catching their attention?

a) Eye-tracking study
b) Consumer jury
c) Tachistoscope (T-scope)
d) Semantic differential scale

Answer 11

b) Consumer jury

A consumer jury is a method where a group of consumers evaluates test ads and indicates which ad was most effective.

Question 12

What is the term used to describe the measurement of how many readers remember seeing or reading a specific ad in a newspaper or magazine?

a) Engagement
b) Reader traffic score
c) Recall
d) Recognition

Answer 12

b) Reader traffic score

The reader traffic score is a metric used in print media to measure how many readers remember seeing or reading a specific ad.

Question 13

Which of the following is a potential issue in recall studies where respondents try to please the interviewer by reporting that they saw more ads than they actually did?

a) Prestige bias
b) Courtesy bias
c) Recall bias
d) Confirmation bias

Answer 13

a) Prestige bias

Prestige bias occurs when respondents try to please the interviewer by overreporting their exposure to ads.

Question 14

Which of the following services provided by Gallup & Robinson measures the percentage of respondents who remember seeing a commercial and the percentage who can remember specific points?

a) Magazine Impact Research Service (MIRS)
b) InTeleTest
c) Starch Advertising Research
d) Continuous Emotional Response Analysis (CERA)

Answer 14

b) InTeleTest

InTeleTest measures the percentage of respondents who remember seeing a commercial and the percentage who can recall specific points.

Question 15

Which of the following research firms classifies readers into four categories: nonreader, noted reader, associated reader, and read most reader?

a) Gallup & Robinson
b) Gfk MRI
c) Starch Advertising Research
d) Symphony IRI

Answer 15

c) Starch Advertising Research

Starch Advertising Research classifies readers into four categories based on their interaction with ads.

Question 16

Which of the following techniques involves asking respondents to draw a picture or complete a story related to an ad or product to gain deeper insights into their feelings?

a) Semantic differential scale
b) Projective tests
c) Theater testing
d) Eye-tracking study

Answer 16

b) Projective tests

Projective tests are qualitative techniques where respondents are asked to draw a picture or complete a story related to an ad or product.

Question 17

Which of the following methods involves showing a TV program with embedded test commercials to an audience, who then rate the ads using electronic response indicators (ERIs)?

a) Eye-tracking study
b) Theater testing
c) Focus group
d) Tachistoscope (T-scope)

Answer 17

b) Theater testing

Theater testing involves showing a TV program with embedded test commercials to an audience, who then rate the ads.

Question 18

Which of the following physiological tests measures changes in pupil diameter to assess emotional responses to an ad?

a) Galvanic skin response (GSR)
b) Pupilometer test
c) Brain wave analysis
d) Facial electromyography (fEMG)

Answer 18

b) Pupilometer test

The pupilometer test measures changes in pupil diameter to assess emotional responses to an ad.

Question 19

Which of the following tools is used to measure consumers’ likelihood of purchasing a product by asking them to select a statement that best fits their intention?

a) Semantic differential scale
b) Buying intention scale
c) Eye-tracking study
d) Focus group

Answer 19

b) Buying intention scale

A buying intention scale asks consumers to select a statement that best fits their likelihood of purchasing a product.

Question 20

Which of the following methods involves giving consumers chits to purchase products in a simulated store environment to measure changes in buying behavior after exposure to test commercials?

a) Store audit
b) Laboratory store
c) Household audit
d) Direct observation

Answer 20

b) Laboratory store

A laboratory store is a simulated store environment where consumers are given chits to purchase products before and after exposure to test commercials.

Question 21

A company wants to test which part of its print ad (headline, image, or logo) attracts the most attention from consumers. Which research method would be most appropriate for this purpose?

a) Tachistoscope (T-scope)
b) Eye-tracking study
c) Semantic differential scale
d) Theater testing

Answer 21

b) Eye-tracking study

Eye-tracking studies use cameras to record the movement of a consumer’s eyes as they view an ad. For example, if consumers’ eyes consistently focus on the product image rather than the logo, the company might decide to make the logo more prominent in future ads.

Question 22

A researcher wants to measure how quickly consumers recognize a brand name in a billboard ad. Which tool would be most suitable for this purpose?

a) Eye-tracking study
b) Tachistoscope (T-scope)
c) Semantic differential scale
d) Focus group

Answer 22

b) Tachistoscope (T-scope)

A tachistoscope (T-scope) is a device that projects images for very short durations to measure recognition speed. For example, a company might use a T-scope to determine how long it takes for consumers to recognize their brand name in a billboard ad.

Question 23

A company creates a new TV commercial but is concerned that viewers might misunderstand its message. Which research method would be most effective for testing ad comprehension?

a) Eye-tracking study
b) Focus group
c) Tachistoscope (T-scope)
d) Theater testing

Answer 23

b) Focus group

Focus groups involve small group discussions where participants share their thoughts and interpretations of an ad. For example, if participants misinterpret the ad’s theme, the company can revise the script to make it clearer.

Question 24

A magazine publisher wants to measure how many readers remember seeing a specific ad in their latest issue. Which method would be most appropriate for this purpose?

a) Aided recall
b) Unaided recall
c) Eye-tracking study
d) Semantic differential scale

Answer 24

a) Aided recall

Aided recall involves providing respondents with hints, such as a list of brands or ads, to help them remember what they saw. For example, a researcher might show respondents a list of advertisers and ask which ones they remember seeing in the magazine.

Question 25

A company wants to measure how involved consumers are with its new online ad campaign. Which of the following would be the best way to measure engagement? a) Track click-through rates and time spent on the website b) Conduct a focus group to discuss the ad c) Use a tachistoscope to measure recognition speed d) Ask consumers to rate the ad on a semantic differential scale

Answer 25

a) Track click-through rates and time spent on the website ## Footnote Engagement measures how involved consumers are with an ad or media content. For example, if an ad has a high click-through rate but low time spent on the website, the company might conclude that the ad is attention-grabbing but the landing page is not engaging enough.

Question 26

A company wants to measure whether its new TV commercial changes consumers’ attitudes toward its brand. Which research method would be most appropriate for this purpose? a) Eye-tracking study b) Semantic differential scale c) Tachistoscope (T-scope) d) Store audit

Answer 26

b) Semantic differential scale ## Footnote Semantic differential scales use a series of bipolar adjectives (e.g., good-bad, like-dislike) to measure changes in consumer attitudes. For example, a company might ask consumers to rate their feelings about the brand before and after seeing the ad.

Question 27

A company wants to measure consumers’ emotional responses to its new TV commercial without relying on self-reports. Which physiological measure would be most appropriate for this purpose? a) Eye-tracking study b) Galvanic skin response (GSR) c) Tachistoscope (T-scope) d) Focus group

Answer 27

b) Galvanic skin response (GSR) ## Footnote Galvanic skin response (GSR) measures changes in the electrical conductance of the skin, which indicates emotional arousal. For example, if consumers’ GSR increases while watching the ad, the company can infer that the ad is emotionally engaging.

Question 28

A company wants to measure whether its new advertising campaign increases sales of its product. Which method would be most reliable for this purpose? a) Store audit b) Focus group c) Semantic differential scale d) Theater testing

Answer 28

a) Store audit ## Footnote Store audits involve tracking the number of products sold before and after an advertising campaign. For example, a company might compare sales data from the same stores during different time periods to determine whether the campaign led to an increase in sales.

Question 29

A company includes a toll-free number in its TV commercial and wants to measure how many consumers call to request more information. Which method is this an example of? a) Aided recall b) Direct response measurement c) Eye-tracking study d) Semantic differential scale

Answer 29

b) Direct response measurement ## Footnote Direct response measurement involves tracking specific consumer actions, such as calling a toll-free number or redeeming a coupon. For example, if the company receives a high number of calls after the ad airs, it can conclude that the ad successfully motivated consumers to take action.

Question 30

A company wants to measure consumers’ subconscious emotional responses to its new TV commercial. Which technique would be most appropriate for this purpose? a) Eye-tracking study b) Brain wave analysis c) Tachistoscope (T-scope) d) Focus group

Answer 30

b) Brain wave analysis ## Footnote Brain wave analysis, a neuromarketing technique, measures brain activity to assess emotional responses to ads. For example, if the ad generates high levels of activity in the brain’s emotional centers, the company can infer that the ad is emotionally engaging.