Advanced Placement (AP) College

HURRY
Dr. Khan works for the marketing department of a company that manufactures mechanical toy dogs. Dr. Khan has been asked to assess the effectiveness of a new advertising campaign that is designed to be most persuasive to people with a certain personality profile. She brought four groups of participants to the lab to watch the video advertisements and to measure the likelihood that they would purchase the toy, both before and after watching the ad. The results of Dr. Khan’s study are presented below.
Part A
Explain how each of the following concepts applies to Dr. Khan’s research.
Survey
Dependent variable
Big Five theory of personality
Part B
Explain the limitations of Dr. Khan’s study based on the research method used.
Explain what Dr. Khan’s research hypothesis most likely was.
Part C
Use the graph to answer the following questions.
How did the trait of agreeableness affect how people responded to the new ad campaign?
How did the trait of conscientiousness affect how people responded to the new ad campaign?

Answers

Answer 1

Answer:

Explanation:

Part A:

Survey: Dr. Khan's study involves a survey that measures the likelihood of participants to purchase the toy before and after watching the advertisement.

Dependent variable: The dependent variable in Dr. Khan's study is the likelihood of participants to purchase the toy, which is measured before and after watching the advertisement.

Big Five theory of personality: Dr. Khan's research is based on the Big Five theory of personality, which identifies five personality traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

Part B:

Limitations of the study: Dr. Khan's study has several limitations, including the small sample size (four groups of participants) and the fact that the study was conducted in a lab setting, which may not reflect real-world conditions.

Research hypothesis: Dr. Khan's research hypothesis was most likely that the new advertising campaign would be more effective in persuading people with certain personality traits (such as high levels of agreeableness or conscientiousness) to purchase the toy.

Part C:

Agreeableness: The graph shows that people with higher levels of agreeableness were more likely to purchase the toy after watching the advertisement than before watching it.

Conscientiousness: The graph shows that people with higher levels of conscientiousness were not significantly affected by the new advertisement campaign, as their likelihood to purchase the toy did not change significantly after watching it.

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