Chapter 11 Convergent thinking

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.

a. Design thinking b. Red-hat thinking c. Systems thinking

d. Convergent thinking

ANSWER: a

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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.

a. Story construction b. ZMET

c. Consumer report d. Dialogue balloon

ANSWER: d

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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:

a. account planning. b. design thinking.

c. consumer insight.

d. scientific advertising.

ANSWER: c

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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?

a. Starch Readership Services

b. Activities, interests, and opinions c. Design thinking

d. Zaltman Metaphor Elicitation Technique

ANSWER: c

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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):

a. observation analysis. b. concept test.

c. direct response d. tracking study.

ANSWER: b

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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.

b. embedded description. c. story construction.

d. normative research.

ANSWER: a

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Knowledge

38. Projective techniques test ads for consumer response with:

a. in-depth, one-on-one, open-ended discussions. b. physiological techniques and brain scans.

c. fragments of pictures or words that need to be completed. d. demographic profiles of market

members.

ANSWER: c
DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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

. . . and The woman is . . . This method gathers consumer data through:

a. metaphors.

b. sentence and picture completion. c. dialogue balloons.

d. field work.

ANSWER: b

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

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.

ANSWER: d DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic

STATE STANDARDS: United States - Ohio - DISC: Research

KEYWORDS: Bloom's: Comprehension

42.

involves observation in real-life situations, to obtain information about the consumption practices of
real consumers in real settings.

a. Online netnography

b. Embedded field work c. Geographic clustering d. Consumer panel

ANSWER: b DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.7-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic

STATE STANDARDS: United States - Ohio - DISC: Research

KEYWORDS: Bloom's: Application

43. A detailed version of Internet research called

involves both gathering Web data as well as seeking unique

information in online formats similar to that found in traditional face-to-face interviews. a. netnography

b. projecting

c. thought listing

d. frame-by-frame testing

ANSWER: a

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.7-2

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.

a. American Demographics Survey

b. Census of Population and Housing c. American Community Survey

d. Current Population Survey

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.7-2

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:

a. less biased than that from other sources. b. always up-to-date.

c. available even to small businesses with no research budget. d. gathered directly from consumers.

ANSWER: c DIFFICULTY: Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.7-2

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States -
Ohio - DISC: Research KEYWORDS: Bloom's: Comprehension