Marketing Research Exam 2

A researcher is examining data from a study and sees a variable named "PUR_FREQ" with responses ranging from 0 to 10. How can the researcher understand what this data means? a. Look at the codebook b. Ask the respondent c. Look at the data file d. Use his/her judgment

A

In a survey item that asks about customer satisfaction and uses a response scale from 1 to 7, what does "customer satisfaction" represent from a coding perspective? a. The variable b. The response c. The code d. The question

A

Office errors that occur during the editing or coding process that must be cleaned are called a. blunders. b. typos. c. snafus. d. bloopers.

A

The aspect of study design concerned with the amount of knowledge that people have about a study in which they are participating is a. disguise. b. setting. c. observation. d. structure.

A

The process of combining data from different sources into a single database is known as a. merging. b. archiving. c. aggregating. d. clustering.

A

Unstructured observation is much more likely to be used in which kind of research? a. Exploratory b. Descriptive c. It is equally used in all of these types of research. d. Causal

A

What can be measured using observation? a. Behavior b. Awareness c. Attitudes d. Motivation

A

What is the most difficult type of item to code? a. Open-ended exploratory items b. Closed-ended, single answer items c. Open-ended factual items d. Closed-ended, multiple answer items

A

What is the rule about asking sensitive questions? a. Avoid them unless they are absolutely essential to the project b. Ask them early in the survey c. Ask for specific, rather than general responses to sensitive questions d. All of these rules apply to asking sensitive questions.

A

What kind of error is the tendency for a respondent to remember an event as having occurred more recently than it did? a. Telescoping error b. Sequence error c. Timeframe error d. Recall error

A

What kind of measure works well when just an overall, summary judgment of how consumers feel about a company is needed? a. Global measure b. Composite measure c. Comprehensive measure d. Singular measure

A

What process will a researcher use to build a data file using data from multiple sources, and in different software formats, with different identifiers? a. Merging b. Cleaning c. Editing d. Coding

A

What type of observation involves watching the actual activity? a. Direct b. Indirect c. Discreet d. Remote

A

When a questionnaire uses fixed-alternative questions, that questionnaire is said to be a. structured. b. disguised. c. open-ended. d. unstructured.

A

Which method of administering a questionnaire involves direct, face-to-face communication between a researcher and a respondent? a. Personal interview b. Telephone interview c. Online survey d. Paper survey

A

Which method of collecting primary data via communication allows the sequence of questions to be changed by the researcher? a. Personal interviews b. Paper-based surveys c. The sequence of questions can be changed with all of these methods. d. Online surveys

A

Which method of mechanical observation could tell a researcher which section of a store shelf captured consumers' attention most frequently? a. Eye camera b. Facial coding c. Voice pitch analysis d. Galvanic skin response

A

Which of the following statements represents an advantage of a using contrived (lab) setting for observations over a natural setting? a. Researchers can control outside influences. b. The setting may cause differences in behavior. c. The generalizability of the findings is better. d. Behaviors occur naturally, without prompting.

A

Which type of control involves the amount, type, and quality of information that can be retrieved from respondents? a. Information control b. Sampling control c. Administrative control d. Quality control

A

All of the following are mechanical approaches to recording observation except for which one? a. Voice-pitch analysis b. Written field notes c. Galvanic skin response d. Facial coding

B

Check My Work Which method of observation is ideal if concerns exist about interference from outside influences while making the observations? a. Disguised b. Laboratory setting c. Natural setting d. Undisguised

B

Information about the key issues being studied is known as a. key information. b. target information. c. sensitive information. d. classification information.

B

Sequencing questions by starting broadly and progressively narrowing the scope is known as the a. tunnel approach. b. funnel approach. c. tapered approach. d. progressive approach.

B

What is the first of several important decisions to make when collecting data through observation? a. Whether to use human or mechanical observation b. Whether to use structured or unstructured observation c. Whether to use disguised or undisguised observation d. Whether to use a natural or contrived setting for observation

B

What is the question type that routes people to different survey items based on their responses? a. Routing question b. Branching question c. Alternate question d. Detour question

B

What is the recommended way to code a closed-ended, "check all that apply" question? a. Use a single variable for the question and assign separate codes to the possible answers b. Use a separate variable for each response option and code "1" if the response was selected or "0" if it wasn't c. Collapse or combine the multiple response options into a smaller set of categories d. Any of these approaches are recommended.

B

What problem, if any, is there with a closed-ended question asking for annual income with response options that include "Less than $20,000," "$20,000-$40,000," "$40,000-$60,000," and "$60,000 or more"? a. The response categories are not exhaustive. b. The response categories are not mutually exclusive. c. Both A and B d. There is no problem with these response categories

B

When measuring consumer attitudes, which scale is recommended for use when there is a need to eliminate the halo effect? a. Semantic-differential scale b. Comparative-ratings scale c. Graphic-ratings scale d. Likert scale

B

Which method of collecting primary data via communication cannot be projected to the overall population because the sample is nonrandom? a. Personal interviews b. Mall intercepts c. Paper-based surveys d. Telephone interviews

B

Which of the following characteristics is NOT an advantage of the communication method of data collection? a. Speed b. Accuracy c. Cost d. Versatility

B

Which of the following is NOT a type of response error? a. Random error b. Syntax error c. Constant error d. Systematic error

B

Why might a researcher use a disguise in a questionnaire? a. To make the purpose of the research obvious b. To hide the sponsor of the research c. To benefit from the brand awareness of the research sponsor d. To make the questionnaire shorter

B

A researcher wishes to analyze retail store scanner data from a number of stores over a period of several months. What must happen to make the analysis possible? a. The data must first be edited. b. The data must first be cleaned. c. The data must first be aggregated. d. The data must first be collected.

C

Advantage(s) of using the observation method of collecting data include(s) which of the following? a. It is often faster than communication methods. b. It is more versatile than communication methods. c. It does not depend on a respondent's memory. d. All of these advantages of using observation to collect data.

C

Converting survey responses of "1 year" and "16 weeks" to a consistent length of time, for example, months, represents which process? a. Aggregating b. Merging c. Editing d. Normalizing

C

In which observation method are the people being observed unaware that they are being observed? a. Contrived setting b. Unstructured c. Disguised d. Mechanical

C

What is a highly structured question or questionnaire NOT ideal for? a. Improving the consistency of responses across different people b. Assessing opinions about issues on which people hold clear opinions c. Getting primary data about motivations d. Obtaining factual information

C

What is the first step in the method for developing an effective questionnaire? a. Prepare dummy tables b. Determine the method of administration c. Specify what information will be sought d. Determine question sequence

C

What is true about determining the content of individual questions? a. You should try to get as much information as possible in a single question to avoid confusing the respondent. b. The questions don't have to mean something to the respondent. c. You want to capture the needed data using as few questions as possible. d. All of these statements about determining the content of individual questions are true.

C

What is true about the editing process for data? a. Editing is primarily a concern for observation-based studies. b. Editing involves the analysis of data. c. The basic purpose of editing is to make certain that raw data meets minimum quality standards. d. All of these statements about editing are true.

C

What serves as the starting point for a skip pattern in a survey? a. A funneling question b. A dummy table c. A branching question d. A categorization question

C

What type of itemized-rating scale might be best for use measuring the attitude of children who may not be able to read or comprehend attribute descriptions? a. Semantic-differential scale b. Comparative-ratings scale c. Graphic-ratings scale d. Likert scale

C

What type of question is "How often do you eat tacos?" with response options of "not a lot," "sometimes," and "all the time!"? a. Unstated alternative b. Double-barreled c. Ambiguous d. Leading

C

Which kind of error lowers the validity or correctness of a measure? a. Systematic error b. Random error c. Both systematic and random error d. Neither systematic nor random error

C

Which method of observation should be avoided if concerns exist about people behaving differently under observation? a. Mechanical b. Unstructured c. Undisguised d. Natural setting

C

Which of the following statements about highly structured questions is NOT true? a. Analysis is usually easy. b. Data coding is greatly simplified. c. Open-ended responses must be interpreted. d. They are relatively simple to administer.

C

Which of the following strategies for dealing with missing data is rarely recommended for use? a. Contact the respondent again b. Substitute values for missing items c. Eliminate the case with the missing item(s) from all further analysis d. Eliminate the case with the missing item only in analyses using the variable

C

Which process applies almost exclusively to longitudinal behavioral data? a. Editing b. Collecting c. Aggregating d. Coding

C

Which type of scale is commonly used in marketing research for measuring consumer attitudes? a. Nominal b. Ratio c. Interval d. Ordinal

C

How do marketing researchers define the term "measurement?" a. The process of assigning numbers b. Determining the properties of an object's attributes c. Measuring the attributes of an object, not the object itself d. All of these responses make up the definition of "measurement."

D

The Likert scale is a widely-used scale in marketing research, and is also known as a a. graphic-rating scale. b. semantic-differential scale. c. itemized-rating scale. d. summated-ratings scale.

D

The two, basic means of obtaining primary data are a. collection and inspection. b. communication and inspection. c. collection and observation. d. communication and observation.

D

What are the recommendations for pretesting a questionnaire? a. Have different members of the research team answer the questions b. Do a personal interview to pretest c. Do a pretest among respondents similar to those who will be used in the actual study d. All of these are recommended for pretesting a questionnaire.

D

What decision must you make when collecting data using communication? a. The degree of structure to use b. Whether to disguise the questionnaire c. Which method to use d. All of these decisions must be made when using communication to collect data.

D

What decisions must be made when designing scales? a. Whether to use a global or composite scale b. How many scale positions to use c. Whether to use an even or odd number of scale positions d. All of these decisions must be made when designing scales.

D

What is the risk of asking questions on a survey that are difficult to answer? a. Respondents may give an approximate answer. b. Respondents may ignore the question. c. Respondents may refuse to complete the survey d. All of these statements about questions that are difficult to answer are true.

D

What is true about a ratio scale? a. It is the most powerful scale. b. It includes the properties possessed by less powerful scales. c. It can be used to compare intervals, rank objects by magnitude, or use numbers to identify objects. d. All of these statements about a ratio scale are true.

D

What is true about target information? a. It refers to the key issues being studied. b. It should be obtained first. c. It is more critical than classification information. d. All of these statements about target information are true.

D

What is true about the types of scales used to measure an attribute? a. An attribute's properties should not determine which level of measurement is used. b. Lower levels of measurement have more properties. c. The ordinal scale is the highest level of measurement. d. You should always use the highest level of measurement possible

D

What is true about the use of disguise when administering a questionnaire? a. It amounts to a conscious effort to deceive the respondent. b. When used, respondents should be given a debriefing after the task. c. The amount of disguise and debriefing necessary is a judgment call on the researcher's part. d. All of these statements about the use of disguise are true.

D

What kind of question should a researcher ask to determine whether a respondent is likely to have the information the survey is designed to collect? a. Funneling question b. Categorization question c. Leading question d. Filtering question

D

What must you do to improve the reliability of a measure? a. Increase random error b. Decrease systematic error c. Increase systematic error d. Decrease random error

D

When designing a scale to assess attitude, what is the minimum number of response categories that should be included? a. Seven b. Three c. Nine d. Five

D

When would the use of disguise be desirable? a. To help create a more natural environment b. When knowledge of the survey sponsor is likely to cause respondents to change their answers c. When knowledge of the survey topic is likely to cause respondents to change their answers d. Disguise is desirable in all of these circumstances.

D

Which approach to handling missing data may use a statistical technique known as regression analysis? a. Eliminating the case with the missing item only in analyses using the variable b. Contacting the respondent again c. Eliminating the case with the missing item(s) from all further analysis d. Substituting values for the missing items

D

Which aspect of control refers to resource issues such as time and cost of an approach? a. Information control b. Resource control c. Sampling control d. Administrative control

D

Which method of cleaning the data file involves two separate people entering data into two separate files for comparison? a. Optical scanning b. Examining frequency distributions c. Sampling records d. Double-entry

D

Which method of collecting primary data is quite inexpensive, compared to other methods, and provides very quick turnaround? a. Paper-based surveys b. Mall intercepts c. Personal interviews d. Online surveys

D

Which of the following are advantages of using higher levels of structure in an observational study? a. Reduced potential for bias b. Increased reliability of observations c. Simplified and less costly coding and analysis of data d. All of these are advantages of higher levels of structure in an observational study.

D

Which of the following are considerations for how observations can be made? a. Using either structured or unstructured methods b. Either as disguised or undisguised observations c. In either natural or contrived settings d. All of these are considerations for how observations can be made.

D

Which of the following is NOT one of the four scales (levels) of measurement? a. Ordinal b. Interval c. Ratio d. Normal

D

Which of the following question/answer combinations represents the highest level of structure for a questionnaire? a. An open-ended question with a blank text box for entering the answer b. A closed-ended question with a blank text box for entering the answer c. All of these are equally structured. d. A closed-ended question with a set of standardized response options

D

Which of the following recommendations for pretesting a survey is true? a. Pretesting should be conducted among respondents different to those who will take the actual survey. b. Pretesting should not be done using members of the research team. c. A single pretest is almost always adequate. d. Data collection should begin after pretesting.

D

Which of the following rules is NOT one you would use to develop bias-free questions? a. Avoid generalizations b. Avoid ambiguous questions c. Avoid leading questions d. Avoid simple words

D

Which of the following statements about the codebook are true? a. The codebook explains how missing data are treated in the file. b. The codebook describes each variable and how it is coded. c. The codebook contains variable names and sources of data. d. All of these statements about codebooks are true.

D

A disadvantage of high structure is that it greatly complicates data coding and analysis. a. True b. False

False

An advantage of the natural setting for conducting observations is that you don't have to wait for events to occur so that you can observe them. a. True b. False

False

As systematic and/or random error increases, so does the validity of a measure. a. True b. False

False

Coding is the process of transforming symbols into raw data. a. True b. False

False

Even when you believe that most respondents should have an opinion, you should include a "don't know" response category when designing a scale. a. True b. False

False

Graphic-rating scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object. a. True b. False

False

In a highly structured questionnaire, the questions to be asked and the response categories provided are completely randomized. a. True b. False

False

Including one or more sensitive questions in a survey rarely affects the willingness of respondents to cooperate. a. True b. False

False

Structuring observations increases the potential for bias and decreases the reliability of observations. a. True b. False

False

The administrative control disadvantages of online surveys are significant compared to other methods of administering questionnaires. a. True b. False

False

The funnel approach helps prevent problems with response order bias. a. True b. False

False

The process of merging data is relatively simple when the data comes from multiple sources. a. True b. False

False

The typical questionnaire aims to collect two types of information: target information and communication information. a. True b. False

False

When seeking answers from the general public, questions should be worded for comprehension by a person with a college education. a. True b. False

False

A pretest is the most inexpensive insurance you can buy to ensure the success of a project. a. True b. False

True

An observer's presence is often disguised in order to control the tendency of people to behave differently when they are being watched. a. True b. False

True

Communication involves questioning respondents to get the information you need using a questionnaire. a. True b. False

True

Data aggregation must be accompanied by careful data coding so analysts will understand what the numbers represent. a. True b. False

True

During the editing process, you must decide what to do about cases with incomplete data. a. True b. False

True

If Red Bull asks consumers to take an online survey, and the Red Bull logo is on the survey web page, the survey is undisguised. a. True b. False

True

It's not possible to observe an attitude or opinion, a person's awareness or knowledge, or motivation. a. True b. False

True

Observation is often more useful than surveys in sorting fact from fiction with respect to behaviors. a. True b. False

True

One of the most important methods of mechanical observation is the bar-code scanner. a. True b. False

True

Recall loss and telescoping error work in opposite directions. a. True b. False

True

The advantage of branching questions is that it allows respondents to skip irrelevant questions. a. True b. False

True

The first step in measuring some attribute is to determine the properties of the attribute. a. True b. False

True

The properties of the attribute being measured determine which levels of measurement are possible. a. True b. False

True

The use of disguise amounts to a conscious effort to deceive the respondent. a. True b. False

True

When building a codebook, one standard is to use only numeric codes, not letters or special characters. a. True b. False

True

When there are lots of missing items, researchers should question the whole research effort and critically review the objectives and procedures. a. True b. False

True

With paper-based surveys, there is no opportunity for interviewer bias from the wording of questions or the way questions are asked. a. True b. False

True

Within a given precision range, the amount of confidence is directly related to the size of the sample. a. True b. False

True