According to text 2 what was the problem with
old-fashioned research?

Question

Text 2Corporations can now find out exactly how you think
through the science of neuromarketing. Advertisers
are currently collaborating with scientists to test their
products directly on our brains. Some experts believe
that one in ten TV commercials have already been
designed using neuromarketing.The reasons are obvious. The technique allows companies to discover exactly what people like about their
products. For example, when we eat a type of potato
chip, it may be the color, the flavor, or the pleasant
noise it makes when you crunch it in your mouth that
we like most.In order to tap into what’s going on in consumers’
brains, it all begins in laboratories and office buildings.
Groups of volunteers submit themselves to a simple
process. Wearing a special headset called an electrode cap, they watch commercials or test products. The
caps allow researchers to monitor brain activity. When
something attracts the attention of the volunteers,
this is highlighted on a computer.
They literally use this device to read the minds of their
volunteers. This may sound a little scary, but advertisers are just tapping into our existing thoughts and
desires. And that’s what advertisers have always tried
to do. Previously, companies would give people a survey or
questionnaire to complete in order to research their
customers. The problem was that people didn’t always
tell the truth. They may not want to be critical of a
product or advertisement because they don’t want to
upset the interviewer. The electrode cap overcomes
this problem. It shows when someone really is interested in something.Neuromarketing is also used to develop packaging
for the world’s most famous brands. The aim is to
make their products stand out in a busy marketplace.
This will become standard as more companies capitalize on the technology. With millions invested in
advertising, companies simply cannot afford to hope
that their ads and products will be a success. If they
can find out what we think first, and change their
products to make them more successful, they will
quickly pay off the high cost of neuromarketing and
dominate their market. According to text 2 what was the problem with
old-fashioned research? Alternativa A: The research was very slow. Ou Alternativa B: There were never enough volunteers. Ou Alternativa C: It cost an enormous amount of money. Ou Alternativa D: It was that people weren’t always truthful in
their responses. Ou Alternativa E: It was about nobody understood how to complete the survey.

Qconcursos · Accepted Answer

Alternativa [D] It was that people weren’t always truthful in
their responses. Resposta correta: Alternativa D

Tema da questão: interpretação de texto — localizar informação explícita e identificar a ideia central. Aqui o foco é reconhecer qual era o problema apontado no texto sobre métodos de pesquisa anteriores.

Resumo teórico: em reading comprehension, perguntas que começam com "According to the text..." pedem resposta direta no texto (information retrieval). Procure por marcadores temporais e frases conclusivas como "Previously" ou "The problem was that...", que apontam para causas ou limitações. Conceito-chave: social desirability bias — tendência de entrevistados omitirem críticas para não ofender (ver Kotler & Keller, sobre pesquisa de mercado).

Justificativa da alternativa D: o próprio texto afirma que, anteriormente, as empresas aplicavam questionários, e "the problem was that people didn’t always tell the truth" — ou seja, a limitação era a falta de sinceridade dos respondentes. A alternativa D reproduce essa ideia: people weren’t always truthful in their responses.

Análise das alternativas incorretas:

A (very slow) — não há no texto qualquer referência à lentidão do método antigo.
  B (never enough volunteers) — o texto fala de grupos de voluntários para neuromarketing, mas não afirma escassez de voluntários em pesquisas tradicionais.
  C (cost an enormous amount) — o texto menciona alto investimento em neuromarketing, não que a pesquisa antiga era muito cara.
  E (nobody understood how to complete) — não há indicação de dificuldade de compreensão do questionário; o problema destacado foi a honestidade das respostas.

Dicas de estratégia: busque frases sinalizadoras e leia as sentenças que apresentam "the problem/issue". Desconfie de alternativas que introduzem ideias não mencionadas no texto (adicionam informação externa).

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