广告调查（第二版）英文 答案 Chapter 2 Research Ethics

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AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter2ResearchEthics

1)________aremoralprinciplesthathelpdeterminewhenacourseofactioniseitherrightorwrong.

A)Platitudes

B)Metaphors

C)Ethics

D)Analogies

E)Syllogisms

Answer:C

PageRef:31

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)________havebeenwrittentohelpadvertisersdeterminethemostappropriatecourseofaction.

A)Codesofsituations

B)Codesofethics

C)Statementsofsituationalethics

D)Ethicalmetaphors

E)Ethicalsyllogisms

Answer:B

PageRef:31

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

3)Considerthegroupsshownbelow.

-respondents

-managementandclients

-societyasawhole

-researchsuppliers

Researchershaveanethicalresponsibilitytohowmanyofthesegroups?

A)0

B)1

C)2

D)3

E)4

Answer:E

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Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

4)Codesofethicsarewrittenbymembersofaspecifictradeorprofession.

Answer:TRUE

PageRef:31

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

5)Researchcodesofethicsincorporatetheprinciplesofautonomy,nonmaleficence,and________.

A)beneficialplanning

B)beneficence

C)parity

D)modesty

E)synchronicity

Answer:B

PageRef:31

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

6)Theethicalprincipalofautonomymeansthatallindividualsinvolvedintheresearchhave________.

A)therighttobepaidforparticipationintheresearch

B)therighttoknowwhytheresearchisbeingconducted

C)therighttoknowwhoisconductingtheresearch

D)theoptiontoreviewtheresearchresultspriortodissemination

E)freedeliberationanddecisionpowerregardingtheirparticipationintheresearch

Answer:E

PageRef:31

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

7)Theethicalprincipalofbeneficencestatesthatonehasanobligationto________.

A)removeallidentifyinginformationfromthesurveyorquestionnaire

B)providedetailedinformationontheresearchfindings

C)removeexistingharms,toconferbenefits,andtominimizeriskswhereverandwheneverpossible

D)conducttheresearchinatimelymanner

E)conducttheresearchwithinthebudget

Answer:C

PageRef:31

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

8)Theethicalprincipalofnonmaleficencestatesthatonehasanobligationto________.

A)removeallidentifyinginformationfromthesurveyorquestionnaire

B)completetheresearchprojectwithintheagreedupontimeframe

C)removeexistingharms,toconferbenefits,andtominimizeriskswhereverandwheneverpossible

D)avoidintentionallyinflictingharmonothers

E)conducttheresearchwithinwithinthebudget

Answer:D

PageRef:31

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

9)Informedconsentisrequired________.

A)onlyforquantitativeresearch

B)onlyforqualitativeresearch

C)bothqualitativeandquantitativeresearch

D)neitherqualitativenorquantitativeresearch

Answer:C

PageRef:32

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

10)Karlwantstoconductresearch.Considerthefollowingsituations.

I. Theresearchusesasurveytoobtaininformationon

televisionviewinghabits.

II. Theresearchusesobservationofindividualsinapark.

Forwhich(ifany)situationsisinformedconsentrequired?

A)Ionlyrequiresinformedconsent

B)IIonlyrequiresinformedconsent

C)BothIandIIrequireinformedconsent

D)NeitherInorIIrequireinformedconsent

Answer:A

PageRef:32,36

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

11)Jasonwantstoconductresearch.Considerthefollowingsituations.

I. Theresearchusesasurveytoobtaininformationonthe

useofsocialnetworkingsites.

II. TheresearchusesobservationtotrackbrandcommentsinTweets.

Forwhich(ifany)situationsisinformedconsentrequired?

A)Ionlyrequiresinformedconsent

B)IIonlyrequiresinformedconsent

C)BothIandIIrequireinformedconsent

D)NeitherInorIIrequireinformedconsent

Answer:A

PageRef:32,36

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

12)Bettywantstoconductresearch.Considerthefollowingsituations.

I. Theresearchusesaobservationtotrackbrand

commentsinonlineblogs.

II. Theresearchusesfocusgroupstolearnaboutbrandperceptions.

Forwhich(ifany)situationsisinformedconsentrequired?

A)Ionlyrequiresinformedconsent

B)IIonlyrequiresinformedconsent

C)BothIandIIrequireinformedconsent

D)NeitherInorIIrequireinformedconsent

Answer:B

PageRef:32,36

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

13)Underwhatcircumstancesisinformedconsentrequired?

A)Onlywhenprivateinformationisbeingcollected

B)Onlywhenpublicinformationisbeingcollected

C)Whenbothpublicandprivateinformationarebeingcollected

D)Informedconsentisneverrequired,itisalwaysoptional

Answer:A

PageRef:32,36

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

14)WhichofthefollowingisNOTacomponentofinformedconsent?

A)Makingitclearyouareaskingforparticipationinaresearchstudy

B)Explainingthepurposeoftheresearch

C)Notingwhoisconductingtheresearch

D)Explainingresearchtimingandbudget

E)Explainingwhatisrequiredtoparticipateintheresearch

Answer:D

PageRef:32

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

15)Awellwritteninformedconsentstatementmakesitclearthatparticipationintheresearchisvoluntary.

Answer:TRUE

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

16)Itisunethicaltodesignorconductaresearchstudyinawaythatpreventsarespondentfromexercisinghisorherrighttowithdraworrefusetoansweratanystageoftheinterview.

Answer:TRUE

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

17)Youpayrespondents$10atthestartofaresearchstudytoincreaseparticipation.Vern,arespondent,wantstoquithalf-waythroughthesurvey.Whatistheappropriatecourseofaction?

A)AllowVerntoquitandkeepthe$10

B)AllowVerntoquitbuttakebackthe$10

C)TrytotalkVernoutofquitting,andtellhimyouwillgivehimanother$10tocontinue

D)TrytotalkVernoutofquitting,butprovidenoadditionalmonetaryincentive

E)TellVernthatifhequits,hewillneedtopayapenaltyof$5

Answer:A

PageRef:33

Difficulty:Difficult

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

18)WhichofthefollowingisNOTarequirementofinformedconsent?

A)Tellingrespondentswhatisrequiredforthemtoparticipate

B)Tellingrespondentshowlongtheinterviewwilltake

C)Tellingrespondentsthenameofthepersoninchargeoftheresearch

D)Tellingrespondentswhatwillbedonewiththedata

E)Tellingrespondentswhattheyareexpectedtodo

Answer:C

PageRef:33

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

19)Thinkabouttheguidelinesforcreatinganinformedconsentdocument.Accordingtothetext,howmanyoftheguidelinesshownbelowapplytothisdocument?

-use14pointfonts

-presentthestudypurposeearlyinthedocument

-usewordsthatarefamiliartothereader

-organizethetextintojustafewlargeblocksoftext

A)0

B)1

C)2

D)3

E)4

Answer:C

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

20)Howmanyofthecharacteristicsbelowareappropriateforawritteninformedconsentform?

-wordsandterminologyareconsistentthroughoutthedocument

-sentencesareshort,simpleanddirect

-avoidtheuseofpersonalpronouns

-verbsareinactivevoice

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:33

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

21)Youaskrespondentstoviewacommercial,afterwhichyouaskthemtheiropinions.Thisaspectoftheirparticipationintheresearchwasfullyexplainedaspartofinformedconsent.Attheendofthesurvey,yougiveeachrespondentthreebottlesofshampooasa"thankyou"forparticipatingandnofurtherexplanationisprovided.Thesebottlesarealsopartoftheresearchasyouplantocalleachrespondentaweeklatertogethis/herreactionstotheshampoo.Whichofthefollowingbestdescribesthissituation?

A)Thissituationwouldbeconsideredethicalbecauserespondentsaregettingproductsforfree.

B)Thissituationwouldbeconsideredethicalbecauserespondentscoulddecidenottotaketheshampoo.

C)Thissituationwouldbeconsideredunethicalbecauserespondentswerenotfullyinformedwithregardtothisportionoftheresearch.

D)Thissituationwouldbeconsideredunethicalbecausenotallrespondentswilleventuallyusetheshampoo.

E)Thereisnotenoughinformationtodeterminetheethicsofthissituation.

Answer:C

PageRef:33

Difficulty:Difficult

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:EthicalUnderstandingandReasoningAbilities

22)Thinkaboutthecriteriathatindicaterespondentmistreatment.Accordingtothetext,howmanyofbehaviorsshownbelowwouldbeconsideredrespondentmistreatment?

-frequent,repeatedattemptstocontacttherespondent

-overlylongsurveysnotdescribedassuch

-askingpersonalquestionsfor"information'ssake"

A)0

B)1

C)2

D)3

Answer:D

PageRef:34

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

23)Jeaniswritingtheinformedconsentformforaresearchstudy.Sheputsinhercontactinformationincaserespondentshavequestions.Thensheaddstheline:"Ifyouleavethesurveytocontacttheprincipalresearcher,SusanJones,thenyouwillnotbeabletoreturntothesurveyandparticipateintheprizedrawing."Thisadditionaldetailmakestheconditionsoftheresearch:

A)Acceptable

B)Unacceptable

Answer:B

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Difficulty:Difficult

LearningObj.:LO2

Classification:Application

24)Respondents'expectationsthattheirresponseswillbetreatedconfidentiallyareabsoluteunlesstheyareexplicitlyinformedotherwise.

Answer:TRUE

PageRef:35

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

25)Youinformrespondentsthatalltheirinformationwillbetreatedconfidentially.Underwhich(ifany)circumstancescantheexplicitassuranceofdataconfidentialitybebroken?

A)Itcanneverbebroken.

B)Itcanbebrokenafterthedataismorethanayearold.

C)Itcanbebrokeninordertomaintaingoodclientrelations.

D)Itcanbebrokenifthedatareleasedisnotpersonalinnature.

E)Itcanbebrokenifnoharmisdonetotherespondents.

Answer:A

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

26)Kellyputsinvisible(totherespondent)identifiersonthesurveytokeeptrackofwhohasorhasnotresponded.Aftertheresearchhasconcluded,theclientaskstoseethequestionnaires.WhatshouldKellydo?

A)Keepandrefusetosendthequestionnaires

B)Shredthequestionnaires

C)Sendthequestionnaireswithoutanymodification

D)Sendthequestionnairesaftertheidentifiershavebeenremoved

E)Sendthequestionnaireswithoutanymodification,butonlyiftheclientpaysassociatedcosts

Answer:D

PageRef:35

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:EthicalUnderstandingandReasoningAbilities

27)Yourclientpaystoconductresearchamonghisfranchisees,whowerepromisedconfidentiality.Attheconclusionoftheresearchtheclientaskstoseetheactualquestionnaireswithidentifyinginformation.Becausetheclientpaidfortheresearch,itisnotnecessarytoremoveeachrespondent'snameorotheridentifyinginformationfromthequestionnaires.

Answer:FALSE

PageRef:35

Difficulty:Difficult

LearningObj.:LO1

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

28)Tomisconductingresearchwithchildren.Someofthechildrenrecruitedfortheresearchareveryhesitanttoparticipateoncetheyhearwhattheymustdo.Tompromisesthesechildrenatoyiftheychangetheirminds.Tom'sactionswouldbeconsideredethical.

Answer:FALSE

PageRef:36

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

29)Peteismonitoringblogstodetermineattitudestowardhiscompany.Informedconsentrequiresthatheobtaininformedconsentfromtheblogownerspriortoconductingthisresearch.

Answer:FALSE

PageRef:37

Difficulty:Easy

LearningObj.:LO3

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

30)AccordingtoBruckman,whenfacedwithatrade-offbetweentheneedsofsubjectsandtheintegrityoftheresearch,priorityshouldbegiventotheintegrityoftheresearch.

Answer:FALSE

PageRef:37

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

31)Thereareclearandexplicitethicalguidelinesforconductingresearchinonlinecommunities.

Answer:FALSE

PageRef:37

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

32)Thereareclearandexplicitlegalguidelinesforconductingresearchinonlinecommunities.

Answer:FALSE

PageRef:37

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

33)ThinkaboutStanton's"BillofRights"forvirtualworldresearch.Howmanyofthefollowingarepartofthis"BillofRights?"

-therighttoknowthatIamasubject

-therighttolearnthebenefitsoftheresearch

-therighttoparticipateasmyavatar

-therighttoteleport

A)0

B)1

C)2

D)3

E)4

Answer:E

PageRef:38-39

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

34)Stantontakesthepointofviewthatconductingresearchinvirtualworldsisunethicalandshouldbeavoided.

Answer:FALSE

PageRef:38-39

Difficulty:Easy

LearningObj.:LO4

Classification:Conceptual

35)Howmanyofthebehaviorsshownbelowreflectethicalresponsibilitiestowardclients?

-researchrecommendationsshouldbeappropriate

-clientsshouldbekeptinformedofallstudychanges

-researchbudgetsshouldbekepttolessthan$10,000

-allgatheredinformationisproprietary

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:39

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

36)Howmanyofthebehaviorsshownbelowindicateamisleadingorunethicaldatapresentationpractice?

-onlyapartialsetofthedataisreported

-thedatahasbeenmanipulatedtoaccentuatepositiveoutcomes

-theaxesofdatagraphsuseverysmallincrements

-thedataisroundedtoonedecimalpoint

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:39

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:EthicalUnderstandingandReasoningAbilities

37)Jeffissupervisingaresearchproject.Overtheweekendherealizesthatachangeneedstobemadeinthequestionnairebecauserespondentsarehavingadifficulttimeansweringseveralquestions.Hisclient,forwhomtheresearchisbeingconducted,cannotbereacheduntilMonday.WhatshouldJeffdo?

A)AllowtheprojecttocontinueasisandthentalkwiththeclientonMonday

B)StoptheresearchandthentalkwiththeclientonMondayaboutsolutions

C)ChangethequestionnaireandinformtheclientofthechangesonMonday

Answer:B

PageRef:39

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

38)Howmanyofthepracticesbelowreflectunethicalbehaviorswithresearchsuppliers?

-issuingacallforbidsafterasupplierhasbeenselected

-usingtheproposalprocesstoobtainfreeadvice

-makingfalsepromisestolowercosts

-issuingacallformorethanthreeproposals

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:43

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

39)Larryhasjustcompletedworkonaclient-sponsoredresearchproject.Aftertheresearchisconcluded,Larryreceivesacallfromalocalnewspaper.DuringtheinterviewLarryrealizesthattheclient'sresearchwouldprovideimportantinsights.WhatshouldLarrydo?

A)Becauseofthegoodpublicity,Larryshouldfeelfreetodiscusstheresearchresultswiththereporter.

B)Contacttheclientandaskforpermissiontosharetheresultspriortoprovidingthedata.

Answer:B

PageRef:40

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

40)Considerthechartbelow.

Thischart...

A)istotallyacceptableasshown

B)exhibitsaproblemonlywiththe"Y-Axis"-thetestscores

C)exhibitsaproblemonlywiththe"X-Axis"-thenamesoftheschools

D)exhibitsproblemswithbothaxes

Answer:B

PageRef:42

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:EthicalUnderstandingandReasoningAbilities

41)Considerthechartbelow.

Thischart...

A)istotallyacceptableasshown

B)exhibitsaproblemonlywiththe"Y-Axis"-thenumberofhurricanes

C)exhibitsaproblemonlywiththe"X-Axis"-theyearsforwhichthedataispresented

D)exhibitsproblemswithbothaxes

Answer:C

PageRef:43

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:EthicalUnderstandingandReasoningAbilities

42)Larryissolicitingproposalsfromsevenresearchsuppliers.Whatistheethicalcourseofactioninthissituation?

A)Informallcompaniesthattheirsisoneofsevenproposalsbeingsolicited.

B)Informnoneofthecompaniesthatotherproposalsarebeingsolicited.

C)Informonlythelosingcompaniesthattheirswasoneofsevenproposalssolicited.

D)Informonlythewinningcompanythattheirswasoneofsevenproposalssolicited.

Answer:A

PageRef:44

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:EthicalUnderstandingandReasoningAbilities

43)Itisunethicaltofalselysaytoaresearchsupplier"Ifyougiveusabreakonthisresearch,IknowthatIcanthrowalotofbusinessyourwaylaterthisyear."

Answer:TRUE

PageRef:44

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

44)Peterisworkingonapressreleaseforaresearchstudyhisagencyhasjustconducted.Thepressreleasenotesthatafullreportisavailable.Johnplanstoonlyincludeinthereportthedatathatisfavorabletohisagency.Isthisanethicalpractice?

Answer:Thisisnotethical.Ethicalstandardsrequirethatalldatareleasedtothepublicbecompleteandproperlyinterpreted.

PageRef:45

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:EthicalUnderstandingandReasoningAbilities

45)Carey,theagencyresearcher,conductsresearchtodetermineconsumers'reactionstotheclient'slatestadvertisingcampaign.Careyremembersthattheselectionofthecampaign'sspokespersonwasacontroversialdecision,withtheclientonlygrudginglygoingalongwiththeagencyrecommendation.Theresultsshowthatconsumersareverypositivetowardthecampaignwithoneexception:theyabsolutelyhatethespokesperson.Caryasks:"Sinceoverallreactionsaresopositive,whydon'tIeliminatefromthefullreportthesurveyquestionsthatexplorereactionstothespokesperson?Whybringupacontroversialissuethateveryoneagreesissettled?"

IsCareyactingethically?

Answer:No,ethicsrequirethatalldatabereportedinafairandcompletemanner.

PageRef:40-43

Difficulty:Difficult

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:EthicalUnderstandingandReasoningAbilities

46)Youhireafirmtocontactindividualsaboutwaterquality.Whencontactedbyphone,eachindividualisinvitedtoparticipateinwhatyouarecallingthe"NationalWaterQualityAttitudeSurvey."Whenpeopleagreetoparticipatetheyareaskedsixquestions.Basedontheiranswers,thosewhoindicatethattheyareconcernedaboutwaterqualityareasked,attheendoftheinterview,iftheywouldlikeseeademonstrationofahomewaterpurificationsystem,availableonlytothembecausetheyansweredthesurveyquestions.Thisapproachtopromotingthewaterpurificationsystemwouldbeconsideredethical.

Answer:Thisisnotanethicalpracticeasitisusingresearchasaguiseforsales.

PageRef:45-46

Difficulty:Difficult

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:ReflectiveThinkingSkills

47)Johnisanadvertisingresearcherplanninganewproject.Helooksatthelegalrequirementsandconstraintsfortheproject.John'spointofviewisthatsolongastheprojectislegal,thenitisalsoethical.DoyouagreeordisagreewithJohn?

Answer:Disagree.Aproje