Beruflich Dokumente
Kultur Dokumente
31. is a type of thought process that emphasizes getting rid of any preconceived notions of what a good
or service is currently and replaces it with a process in which
designers partner with users/potential users to actually create from scratch what the good or service
should actually look like.
d. Convergent thinking
ANSWER: a
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
32.
is a type of projective technique that offers consumers the chance to fill in the conversation of
cartoonlike stories.
ANSWER: d
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
33. The type of advertising research undertaken before ads are made is known as . a. copy
research
b. developmental research c. results-oriented research d. single-source research
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
34. Developmental research looks at consumers identities, perceptions, wants, and habits early in the
production process so these elements can influence the final ad before a lot of money is spent. This type
of ad research is also called:
c. consumer insight.
d. scientific advertising.
ANSWER: c
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Customer KEYWORDS: Bloom's: Comprehension
35. Which new philosophy of advertising focuses on building a thought process that dismisses
preconceived notions and instead attempts to create from scratch what a good or service should look
like?
ANSWER: c
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
36. When consumers act as the final judge and jury through their feedback on the quality of a new idea,
they are taking part in a(n):
ANSWER: b
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
37. Identifying the activities, interests, and opinions of target audiences to help creatives produce better
advertising is called:
a. lifestyle research.
d. normative research.
ANSWER: a
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
ANSWER: c
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
39. Dialogue balloons, story construction, and sentence and picture completion are all types of
techniques. a. quantitative
b. predictive c. survey
d. projective
ANSWER: d
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
40. A consumer is shown a picture of a man looking into the oven while a woman sits at desk nearby
with her back to
him. The consumer is then asked to suggest what is going on in the picture, and to fill in blanks such as
The man is
a. metaphors.
d. field work.
ANSWER: b
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Application
41. In a research study using the Zaltman Metaphor Elicitation Technique, participants:
a. suggest alternative design options for a particular product. b. fill out surveys about their consumption
habits.
c. use the product in a controlled environment, while researchers observe them. d. visually represent
their experiences with a product or service.
42.
involves observation in real-life situations, to obtain information about the consumption practices of
real consumers in real settings.
a. Online netnography
b. projecting
c. thought listing
d. frame-by-frame testing
ANSWER: a
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
44. The
is an ongoing survey that provides estimates of demographic, housing, social, and economic
characteristics every year for states, cities, counties, metropolitan areas, and population groups of
65,000 people or more.
NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge
45. An advantage offered by secondary data from government sources is that the information is:
c. available even to small businesses with no research budget. d. gathered directly from consumers.