RES 351 Week 4 DQs

What special problem do open-ended questions have? How can these be minimized? In what situations are open-ended questions most useful?

As part of its bankruptcy restructuring, General Motors (GM) launched a new ad campaign on June 3, 2009, that that was meant to feature a streamlined GM: fewer brandsincluding the Cadillac, Buick, Chevrolet, and GMC brandsand fewer models within each brand. What research would you have done to determine which vehicles models GM should retain and which it should drop? What would you have measured and with what type of measurement scale?

During the 2010 Super Bowl game, the Snickers candy bar campaign was voted the best ad among men and women 18 and older and youth 18 or younger. The ad featured a neighborhood football game in which one of the players, who has dwindling energy, is tackled again and again. His teammates tell him, You play like Betty White! The 80-year-old actress and comedian appears in the ad as the football player being tackled. If you were the owner of the ADBOWL website, how would you draw the sample to measure the best ad that aired during the Super Bowl game among the three groups of interest?

What special problem do open-ended questions have? How can these be minimized? In what situations are open-ended questions most useful?