Consider the following statements given below and select the correct answer.
1. Advertising research is a specialised form of marking research conducted to improve the efficiency of advertising.
2. The purpose of advertising research is either to establish a brand image or to improve one.

Motivation research ties to analyse

A. how consumers buy or shun particular products

B. why consumers buy specific products and/or services

C. what is the geographic and demographic profile of a targeted market niche

D. all the above

Which of the following is/are advantages of sampling?

A. Convenience and easy to use

B. Highly representative of the population

C. Highly representative of the strata

D. All of the above

In which of the following scale technique, a direct comparison of stimulus object is done?

A. Comparative scale

B. Monadic scale

C. Non-Comparative scale

D. Metric scale

Who can be given the credit of being the pioneer of media effects research in the USA?

A. Woodrow Wilson (1917)

B. William Randolph Hearst (1898)

C. The Payne Fund Studies (1929-32)

D. Edgar Dale (Circa 1930)