 You will complete the exam on Blackboard.

   you will receive an announcement that includes a link to the

exam.  If you have any trouble, just let me know.
 This exam will be open-book, therefore you can use your class notes if you wish.  Collaboration between
students is not permitted.
 This gives you 70 minutes to complete the exam. You may feel an element of time pressure. Therefore I
don’t recommend starting the exam late.
 There are approximately 6 questions. There are two questions worth 8-10 points each.  The rest of the
questions are worth between 2 and 5 points.

Content of the exam:

 The exam is based on the content from the entire semester.  However I will not ask the same questions as
were given on the mid-term exam.

 A couple of the questions relate directly to the course content (the answer comes directly from course
content). 

 Other questions ask for your opinion, which should be informed by course content.  In other words, the
opinion you have should be grounded in course concepts.  Anyone can give an opinion on
anything. However, an informed opinion is valuable and meaningful.  I am looking for an informed opinion on the
final exam.

 For questions that ask your opinion, you must take a strong position.  In other words, you must clearly
agree or disagree.  I do not want an 'it depends' opinion or a 'sometimes it's right, sometimes it's wrong'
opinion.  Take a position and then support the position with your arguments.  You will be judged based on the
strength and depth of your arguments.  Shallow arguments that are lacking in thoughtfulness and insight will not
be given marks.

 Lastly, your answers must be concise and well written (good writing structure).  Remember that quality is
more important than quantity.  There is no length requirement for your answers.  The only requirement is
quality, meaningfulness and thoughtfulness.

 Focus your attention on the following classes:

 week 1 (Data Science & the Art of Persuasion)
 week 3 (Curiosity)
 week 7 (Ethical Decision Making – especially the Basic Perspectives, not the 7 Basic Steps for
Ethical Decision-Making or the Ethical Theories)
 week 10/11 (Presentation Structure)
 week 12 (Ad Standards of Canada).

Tips for the exam:

Open-book exams can provide unexpected results.  Students tend to forgo studying, knowing they have their
course notes to answer questions during the exam.  In my experience students do not perform better on open-
book exams, even with questions & answers that are taken directly from course content. 

The best way to prepare for the exam is to know the content really well – you might not memorize every single
detail – but if you know the content, you will be able to find the details easily.

You will have limited time to complete the exam.  Therefore do not spend too much time on questions that are
straightforward and easy to answer. Save your time for the questions that require in-depth thought and reflection.