1. A researcher investigating the impact of television advertising on consumer a

Question

1. A researcher investigating the impact of television advertising on consumer attitudes toward Brand X, compared with attitudes of a sample of respondents who did not watch the ABC Sunday Night Movie (one of the sponsors of which was Brand X) against those who did. This is an example of:

a. statistical regression

b. history

c. the interactive testing effect

d. selection bias

e. the main testing effect

2.Researcher decided to use a Before-After with Control Group Design, to test the impact of an add on the attitudes toward a brand A. In order to decrease the potential interactive testing effect the researcher decided to use many brands, without realizing that this may increase the:

a.Main Testing effect

b. Mortality Effect

c. Maturation Effect

d. Main Instrument Variation

e. Another effect starting with an “M” which I can not recall, at the moment

3.Questions that place the respondent "on the spot" or which might offend him, but which are vital to the research effort, should be:

a. hidden among a group of other questions

b. avoided

c. phrased in "terms of other people"

d. all of the above

e. a) and c) above

Explanation / Answer

1) a) statistical regression because, regression is studying the relationship between dependent variable on independent variable.Here it is television advertising and consumer attitudes.

2)a) Main test effect because, the researcher decided to use a Before-After with Control Group Design, to test the impact of an add on the attitudes toward a brand. therefore the main test could be the potential interactive test because, it occurs when a prior observation (pre-measurement) affects a latter observation (post-measurement). As a result of main testing effect, post-measurement attitudes are influenced more by pre-measurement attitudes than by the independent variable itself.

3) a) and c) above

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