Question $11(1\mathrm{.}4$ points$)$

TRUE or FALSE: A key change in account planning $($in the last few decades as compared with pre$-1970$s$)$ has been the integration of "the voice of the consumer" when making message, media and budget decisions?

Question $11$ options:

True

False

Question $12(1\mathrm{.}4$ points$)$

TRUE or FALSE: "Drop$-$offs" are rarely research targets as they have little value to most brands?

Question $12$ options:

True

False

Question $13(1\mathrm{.}4$ points$)$

TRUE or FALSE: A common justification and goal of conducting a "moderated discussion" is to reach consensus or agreement.

Question $13$ options:

True

False

Question $14(1\mathrm{.}4$ points$)$

TRUE or FALSE: Members of 'affinity groups' tend to be more likely to agree to complete a survey even if it's quite expansive?

Question $14$ options:

True

False

Question $15(1\mathrm{.}4$ points$)$

TRUE or FALSE: The "Confidence Level" of a sample size basically tells us how confident researchers are in assessing the likelihood that the same results would be found if a study was replicated?

Question $15$ options:

True

False

Question $16(1\mathrm{.}4$ points$)$

TRUE or FALSE: Quantitative research methods are often considered to have a higher likelihood of suffering from weak 'reliability' when compared to qualitative research?

Question $16$ options:

True

False

Question $17(1\mathrm{.}4$ points$)$

TRUE or FALSE: A well designed sample can quite accurately reflect the population as a whole?

Question $17$ options:

True

False

Question $18(1\mathrm{.}4$ points$)$

TRUE or FALSE: It's often a good rule to strike $($or pull out$)$ extreme outliers when analyzing data from a survey?

Question $18$ options:

True

False

Question $19(1\mathrm{.}4$ points$)$

TRUE or FALSE: "Laws" are what society has prescribed and have penalties for non$-$compliance whereas "Ethics" denote what is "right" and may be a higher standard than legality.

Question $19$ options:

True

False

Question $20(1\mathrm{.}4$ points$)$

TRUE or FALSE: The term "snowballing" refers to a method of recruiting research participants based on referrals from individuals who have been identified as meeting a difficult $($hard to find$)$ profile?

Question $20$ options:

True

False

Question $21(1\mathrm{.}4$ points$)$

TRUE or FALSE : A "census" is often used in place of a "sample" as it overcomes the challenge of reaching every single individual in a desired population.

Question $21$ options:

True

False

Question $22(1\mathrm{.}4$ points$)$

TRUE or FALSE: The Iceberg Principle focuses on identifying "tactical recommendations" $($specific media vehicles to use$)$ to meet strategic objectives?

Question $22$ options:

True

False

Question $23(1\mathrm{.}4$ points$)$

If Magic Marketing created and placed a series of radio advertisements promoting SHCC and wanted to test whether Tom Izzo was effective at generating interest, what would they be testing?

Question $23$ options:

source factors

message variables

media strategies

creative execution

MORE than ONE ABOVE

Question $24(1\mathrm{.}4$ points$)$

TRUE or FALSE: As a general rule, the cost of collecting data per respondent is much more expensive using qualitative methods than the most common quantitative methods?

Question $24$ options:

True

False