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?