Marketing Research Exam #2 Review

T/F Attitudes cannot be directly observed but can be inferred from other measures

True

T/F With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible.

True

Which experimental research design involves repeated measures? within-subjects design between-subjects design squared-subjects design interdependent-subjects design

Within-subjects design

response bias

a bias that occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth

respondent error

a category of sample bias resulting from some respondent action such as lying or inaction such as not responding

covariate

a continuous variable expected to show a statistical relationship with a dependent variable

sample bias

a persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter

Which characteristic is a key difference between ratio and interval level scales? number of items absolute zero number of intervals nominal values

absolute zero

"I hate asparagus" is an example of which component of an attitude toward asparagus? affective cognitive motivation perceptive

affective

sample selection error

an administrative error caused by improper sample design or sampling procedure execution

demand characteristic

an experimental design element that unintentionally provides subjects with hints about the research hypothesis

interaction effect

change in a dependent variable due to a specific combination of lighting and color

effects

characteristics of experiments that allow hypotheses to be tested

Age, gender, and brand loyalty are all examples of ________________. concepts scales ratios codes

concepts

constructs

concepts that are measured with variables

When a researcher analyzes commercials during Saturday morning cartoons the researcher is engaging in____ content analysis contrived analysis indirect analysis entrapment

content analysis

systematic error

error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research

When a researcher claims that the results of a test market in Indianapolis, Indiana, will hold in a national rollout of the new product, this researcher is claiming _____________. external validity internal validity the repeated measures effect constant error

external validity

Operationalization

identifying scales that correspond to variance in the concept

The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _________________. *a matching study *a repeated measures study *internal validity *external validity

internal validity

Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience? maturation effect history effect selection effect testing effect

maturation effect

____________________ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way

measurement

interviewer error

mistakes made by interviewers failing to record survey responses correctly

When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) __________effect has occurred. mortality history instrumentation confounding

mortality

respondents

people who answer the survey

refusals

people who are unwilling to participate in a research project

Observing the movement of a shopper in a supermarket is an example of what type of observation? physical actions mall intercept verbal behavior temporal patterns physical actions

physical actions

If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable, ________________may occur. systematic error sampling error experimenter bias subject bias

systematic error

Acquiscence bias

tendency of a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey

interviewer cheating

the practice of filling in fake answers or falsifying questionnaires while working as an interviewer

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? physical objects spatial tensions verbal behavior internet activities

verbal behavior

self-selection bias

A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.

data processing error

A category of administrative error that occurs because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis.

extremity bias

A category of response bias that results because some individuals tend to use extremes when responding to questions.

interviewer bias

A response bias that occurs because the presence of the interviewer influences respondents' answers.

Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? *Administer multiple experimental treatment levels to each subject. Answers: *Use an experimental disguise *Isolate experimental subjects.

Administer multiple experimental treatment levels to each subject. Use a "blind" experimental administrator.

administrative error

An error caused by the improper administration or execution of the research task.

social desirability bias

Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments? the Hawthorne effect confounding constancy of conditions compounding

Constancy of conditions

no contacts

Potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research.

Which statement about scanner data is FALSE, as compared to standard mail diary panel data? -Scanner data measures (actual) purchase behavior rather than reported behavior. -Scanner data measures are considered to be extremely obtrusive. -Scanner data collects more extensive purchase data. -Scanner data are collected mechanically, resulting in improved accuracy.

Scanner data measures are considered to be extremely obtrusive

Objectives of secondary data

- fact finding - model building - database marketing

Basic issues (4 design elements)

1. manipulation of the independent variable 2. selection and measurement of the dependent variable 3. selection and assignment of experimental subjects 4. control over extraneous variables

Observation that involves watching and recording what naturally occurs, without creating an artificial situation, is called ______________ observation.

Direct

T/F In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable.

False

T/F Secondary data may use different scales or units of measurement than what the researcher needs or desires. In these situations, the secondary data should not be used

False

T/FWhen respondents are asked to rank items based on their preferences it is called a nominal scale

False

main effect

The experimental difference in means between the different levels of any single experimental variable ex. impact of color and lighting)

nonresponse error

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.

Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? primary experimental design basic experimental design factorial experimental design counterbalanced experimental design

basic experimental design

Experimental conditon

blocking variables co variate effects

Disadvantages of survey research

can have errors, can cause misleading results

Blocking variables

categorical variables such as gender or race

Advantages of Survey Research

quick, inexpensive, efficient, accurate, flexible

Your text discusses advantages of secondary data. List the primary advantage and 2 additional advantages.

readily available faster less expensive

population parameter

refers to some true value of a phenomenon within a population

Which of the following is an indicator of a measure's internal consistency? validity reliability sensitivity regression

reliablity

Nonrespondents

sample members who are mistakenly not contacted or who refuse to provide input in the research