Advertising Research
Ethics
Sampling/Statistics
Anything Goes!
100
The synthesis of research findings leads to a determination of ________.
-tactics and actions
-the research budget
-research timing
-the selection of a field service
-questionnaire length
“tactics and action”
100
A ______ethical framework emphasizes the welfare of the individual.
“Deontological”
100
Coco wants to study the salary of students in three majors (advertising, accounting, mechanical engineering) after they graduate. Suppose the number for each group shown as below:
Advertising: 300
Accounting: 200
Mechanical Engineering: 500
Coco wants to sample 100 participants. Proportionate stratified sampling would result in how many individuals selected from Advertising?
“30”
100
Another name for probability sampling is ______________
"random" sampling
200
________ research examines data gathered by others for a research need other than the current one.
“Secondary”
200
What does the ethical principle of “autonomy” mean?
Participants have the right to decide whether or not they participate in the research.
200
Suppose there are 110 students in ADV281. Patrick would like to have a systematic random sample of 22 students to fill out a survey. The skip interval would be:
“5”.
200
"Specifying the type of research" is one of the steps in which part in the research process?
"Research Planning and data Collection"
300
The question: "What are key trends in the competitive environment?" is most related to what type of research?
"Market" Research
300
What does the ethical principle of “nonmaleficence” mean?
"It is wrong to intentionally inflict harm to others".
300
Coco wants to study the salary of students in three majors (advertising, accounting, mechanical engineering) after they graduate. Suppose the number for each group shown as below:
Advertising: 300
Accounting: 200
Mechanical Engineering: 500
If Coco selects 30 participants from each major to form a sample of 90 participants, what type of sampling method does she use?
“disproportionate stratified sampling”
300
This statistical term describes an estimate of the range in which we believe the true population estimate lies.
"confidence interval"
400
________ research is conducted to expand the boundaries of knowledge.
“Basic” research
400
What does the ethical principle of “beneficence” mean?
"Researchers have to remove existing harms, to confer benefits, and to minimize risks wherever and whenever possible".
400
Imagine you have 8 participants giving the following ratings for a movie:
Respondent 1 5
Respondent 2 2
Respondent 3 6
Respondent 4 9
Respondent 5 6
Respondent 6 6
Respondent 7 8
Respondent 8 4
What are the mean, median, and modal scores?
5.75; 6; 6.
From lowest to highest: 2,4,5,6,6,6,8,9
400
I am symmetrical and the mean , set at 0, defines my highest point. My standard deviation from the mean is 1. What am I? How many cases fit under my curve?
(You must answer both parts correctly).
“standardized normal distribution”
“an infinite number of cases”
500
Qualitative research typically uses nonprobability samples. Why?
The goal of qualitative sampling is to locate individuals who can provide important insights. Qualitative research does not seek to generalize the results to the broader population from which the sample was drawn.
500
Before a research session begins, researchers are required to provide detailed information to potential participants in which three broad areas?
1.the context for the research
2.the voluntary nature of participation
3.the characteristics of the research
500
Imagine you have 8 participants giving the following ratings for a movie:
Respondent 1 5
Respondent 2 2
Respondent 3 6
Respondent 4 9
Respondent 5 6
Respondent 6 6
Respondent 7 8
Respondent 8 4
What are the variance and the range?
4.79; 7
Fomula:
500
Explain the importance of the "synthesis" step in the research process.
The synthesis of research information is important because it allows an advertiser to better see the interrelationships among diverse types and sources of information.