MKT 3413 EXAM 2
A preexperimental design in which a single group of test units is exposed to a treatment X and then a single measurement on the dependent variable is taken is called the ________. A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) X-file
A.
A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n) ________. A) nominal scale B) ratio scale C) ordinal scale D) interval scale E) random scale
A.
A(n) ________ is sent to only those respondents who complete the survey. A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) completion incentive
A.
According to the text, which of the following is the most common statistical design? A) factorial design B) multiple time series design C) posttest-only control group design D) one-shot case study E) regular matrix design
A.
All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control D) low response rate E) moderate quantity of data
A.
Concomitant ________ occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher's hypothesis. A) variation B) probability C) reliability D) validity E) measurement
A.
Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores. A) Measurement; Scaling B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement
A.
Telephone interviewing is not a popular mode of administering questionnaires in countries that ________. A) have a low rate of households with telephones B) have a high rate of households with telephones C) use English as a national language D) use Spanish as a national language E) all of the above
A.
The ________ is not exposed to the independent variable manipulation but provides a point of comparison when examining the effects of these manipulations on the dependent variable. A) control group B) hypothetical group C) experimental group D) extraneous group E) caveat group
A.
The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control for cold mail D) no control of environment E) low speed
A.
The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________. A) poor response rate B) potential for interviewer bias C) moderate quantity of data can be collected D) high cost E) high social desirability
A.
The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________. A) Internet interview B) mail interview C) telephone interview D) mall intercept interview E) in-home personal interview
A.
The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called a(n) ________. A) experiment B) test unit C) hypothesis D) theory E) manipulation measurement
A.
Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously? A) R X1 O1 R X2 O2 B) R X1 O1 O2 X2 O3 C) X O1 O2 X O1 O2 D) R X1 O1 R X1 O1
A.
Which of the following is NOT a category of personal interviewing methods? A) mail panel B) in-home C) mall intercept D) computer-assisted E) All of the above are categories of personal interviewing.
A.
Which of the following is NOT an advantage of using telephone interviewing to collect research data? A) large quantity of data can be collected B) high sample control C) good control of the field force D) good response rate E) fast
A.
Which of the following is NOT an advantage of using the survey method? A) ease of use B) reliability C) cost D) validity E) All are advantages.
A.
Which of the following is NOT one of the broad categories of experimental designs? A) concurrent design B) preexperimental design C) statistical design D) true experimental E) All are broad categories of experimental designs
A.
Which of the following is a way of controlling extraneous variables? A) randomization B) personalization C) quality control D) extraneous control E) analysis
A.
________ refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables. A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Corollary group
A.
A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions. A) statistical environment B) laboratory environment C) field environment D) virtual environment E) construct condition design
B.
According to the text, experiments can be described in terms of all of the following EXCEPT ________. A) independent variables B) interdependent variables C) dependent variables D) extraneous variables E) B and D
B.
All of the following are good examples of dependent variables EXCEPT ________. A) sales B) consumers C) profits D) market shares E) attitudes
B.
All of the following are good examples of test units EXCEPT ________. A) consumers B) price levels C) stores D) geographic areas E) households
B.
An experiment was conducted to test the effects of coupon value on redemption. Personal interviews were conducted in New York with 280 shoppers who were entering a supermarket. These shoppers were given a coupon for one of four brands prior to entering the store. Two coupon values were used, one offering 15-cents off and the other 50-cents off. Shoppers were randomly assigned to these two coupon-value levels. Four brands — Tide detergent, Kellogg's corn flakes, Aim toothpaste, and Joy liquid dishwashing detergent — were used. These same shoppers were re-interviewed upon leaving the store and asked to report on any coupons used in the store. What is the dependent variable in this experiment? A) value of coupon B) coupons used in the store C) supermarket D) the brand selected E) all of the above
B.
The ________ is a preexperimental design in which a group of test units is measured before and after exposure to the treatment. A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) before-and-after study
B.
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________. A) randomization B) measurement C) sampling D) exploring E) characterization
B.
The percentage of the total attempted interviews that are completed is referred to as ________. A) sample control B) response rate C) social desirability D) interviewer bias E) cooperation rate
B.
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________. A) projection B) observation C) description D) exploration E) micro-pattern research
B.
The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________. A) interviewer bias B) social desirability C) nonresponse error D) response rate E) the fundamental attribution error
B.
True experimental designs include the ________ and ________. A) one-shot case study; the pretest-posttest control group design B) pretest-posttest control group design; the posttest-only control group design C) posttest-only control group design; the static group D) static group; the one-shot case study E) random study; the control study
B.
Use of a formal questionnaire that presents questions in a prearranged order is called ________. A) exploratory data collection B) structured data collection C) randomized data collection D) hypothetical data collection E) pre-arranged data collection
B.
Which of the following advantages does NOT apply to using in-home interviewing to collect research data? A) good for physical stimuli B) relatively inexpensive C) good sample control D) large quantity of data can be collected E) complex questions can be asked
B.
Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data? A) good response rate B) low cost C) low potential for interviewer bias D) good for physical stimuli E) very good control of environment
B.
Which of the following is NOT mentioned as an advantage of social media for conducting surveys? A) wider coverage B) survey administration is easy to control C) simplicity in implementing surveys D) ability to field more complex questions E) responses are more candid
B.
Which of the following is NOT recognized as an advantage of using mail interviews to collect research data? A) no interviewer bias B) good control of environment C) low social desirability D) low/moderate cost E) no field force problems
B.
Which of the following methods of collecting survey data is the least popular in the United States? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
B.
Which of the following primary scales of measurement is recognized as the most basic or limited? A) ordinal scales B) nominal scales C) ratio scales D) interval scales E) random scale
B.
________ are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups. A) Preexperimental designs B) True experimental designs C) Quasi-experimental designs D) Statistical designs E) Concurrent designs
B.
________ implies that the occurrence of X increases the probability of the occurrence of Y. A) Probability B) Causality C) Reliability D) Validity E) True scores
B.
________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results. A) Response bias B) Nonresponse bias C) Social desirability D) Interviewer bias E) Facsimile bias
B.
A ________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur. A) statistical environment B) laboratory environment C) field environment D) virtual environment E) perceptual environment
C.
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________. A) focus group method B) exploratory method C) survey method D) sampling method E) motivation elicitation technique
C.
A(n) ________ is a statistical experimental design used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables. A) multiple time series design B) posttest-only control group design C) factorial design D) one-shot case study E) interaction design
C.
According to the text, a(n) ________ is the group exposed to the manipulated independent variable. A) control group B) hypothetical group C) experimental group D) extraneous group E) corollary group
C.
Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following EXCEPT specifying ________. A) independent variables B) dependent variables C) plan for data analysis D) how to control the extraneous variables E) test stimuli
C.
Individuals, organizations, or other entities whose responses to independent variables or treatments being studied are called ________. A) hypotheses B) independent variables C) test units D) dependent variables E) corollaries
C.
Limitations of e-mail surveys include all of the following EXCEPT ________. A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) there is inherent self-selection bias D) some e-mail software products limit the length of the body of an e-mail message
C.
Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called ________. A) nonresponse bias B) environmental constraints C) demand artifacts D) sample controls E) guessing bias
C.
The generation of a continuum upon which measured objects are located is called ________. A) sampling B) hypothesizing C) scaling D) factoring E) continuous generation
C.
The most complex of the primary scales of measurement is the ________. A) ordinal scale B) interval scale C) ratio scale D) nominal scale E) random scale
C.
Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the exposure of a group to an independent variable, treatment, or event? A) T B) O C) X D) R
C.
Variables other than the independent variables that influence the response of the test units are called ________. A) interdependent variables B) dependent variables C) extraneous variables D) concurrent variables E) influence variables
C.
Which of the following can be symbolized as: EG: R X O1 CG: R O2 Where, X = the exposure of a group to an independent variable, treatment, event, the effects of which are to be determined O = the process of observation or measurement of the dependent variable on the test units or group of units R = the random assignment of test units or groups to separate treatments CG = control group EG = experimental group A) one-shot case study B) one-group pretest-posttest design C) posttest-only control group design D) static group design E) Pretest-posttest control group design
C.
Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data? A) low control of field force B) potential for interviewer bias C) poor sample control D) most expensive E) may take long to collect the data
C.
Which of the following is NOT a relative disadvantage of using personal observation methods? A) high observation bias B) high analysis bias C) unsuitable in natural settings D) All of the selections are relative disadvantages of using personal observation methods. E) A and B only
C.
Which of the following is NOT an advantage of using mall intercept interviews to collect research data? A) good for physical stimuli B) good control of the environment C) low cost D) good response rate E) complex questions can be asked
C.
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys? A) surveys do not address the responses from nonusers of social media B) survey administration is difficult to control. C) inability to field more complex questions D) response rates may be low E) confidentiality is an issue
C.
Which of the following is NOT one of the three types of preexperimental designs? A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) All are preexperimental designs.
C.
Which of the following is NOT recognized as a classification for the various methods of collecting survey data? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
C.
Which of the following primary scales of measurement is used for classification purposes? A) ordinal scales B) ratio scales C) nominal scales D) interval scales E) random scales
C.
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) The CATI software cannot perform skip patterns. D) Interim and update reports on data collection or results can be provided almost instantaneously.
C.
Which of the following types of incentives is included with the survey or questionnaire? A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) Hollywood incentive
C.
________ allow for the statistical control and analysis of external variables. A) Quasi-experimental designs B) True experimental designs C) Statistical designs D) Preexperimental designs E) One-shot case studies
C.
________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs. A) Mechanical observation B) Virtual observation C) Personal observation D) Perceptual observation E) Simultaneous rigor
C.
________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures. A) Social desirability B) Nonresponse error C) Interviewer bias D) Response bias E) The fundamental attribution error
C.
________ is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration. A) The time order of occurrence of variables B) The role of evidence C) Concomitant variation D) The elimination of other possible factors
C.
________ refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population. A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Population validity
C.
A design in which a single group of subjects is exposed to a treatment (X), and then a single measurement on the dependent variable is taken (O1) is called a(n) ________. A) factorial design B) multiple time series design C) posttest-only control group design D) one-shot case study E) alternative group design
D.
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________. A) focus groups B) electronic groups C) exploratory groups D) mail panels E) household constituencies
D.
According to the text, which of the following types of questions does NOT apply to survey research? A) questions regarding behavior B) questions regarding attitudes C) questions regarding lifestyle characteristics D) questions regarding observational research E) questions regarding motivations
D.
Advantages of Internet surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct.
D.
All of the following are good examples of independent variables EXCEPT ________. A) price levels B) package designs C) advertising themes D) sales E) gender
D.
All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT ________. A) high social desirability B) moderate quantity of data can be collected C) high cost D) poor response rate E) accessibility
D.
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________. A) personal observation B) virtual observation C) perceptual observation D) mechanical observation E) device recording
D.
Designs that do not control for extraneous factors by randomization are called ________. A) true experimental designs B) quasi-experimental designs C) statistical designs D) preexperimental designs E) extraneous designs
D.
In a department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study. Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true? A) Sears is in some way superior or inferior to Neiman Marcus. B) It is meaningful to state that the number of the average store is 5.5. C) Both A and B are true. D) None of the above statements are true.
D.
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories? A) traditional telephone interviews B) computer-assisted telephone interviewing C) personal in-home interviews D) mall-intercept personal interviews E) mail interviews
D.
Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data? A) no use of physical stimuli B) limited to simple questions C) low quantity of data D) poor response rate E) labor costs
D.
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data? A) no interviewer bias B) high speed C) low cost D) high sample control E) hard-to-reach-respondent contact
D.
________ allow for the statistical control and analysis of external variables. A) Preexperimental designs B) True experimental designs C) Quasi-experimental designs D) Statistical designs E) External variable designs
D.
________ variables are variables that are manipulated by the researcher and whose effects are measured and compared. A) Dependent B) Interdependent C) Extraneous D) Independent E) Test unit
D.
A list of the disadvantages of telephone interviewing would include which of the following? A) Questioning is restricted to the spoken word. B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations. C) Personal rapport and commitment are difficult to establish. D) Respondents are less tolerant of lengthy interviews. E) all of the above
E.
A random sample of respondents would be distributed randomly, half to the experimental group and half to the control group. A pretest questionnaire would be administered to the respondents in both groups to obtain a measurement on attitudes toward Pepsi advertising, brand, and celebrity; only the respondents in the experimental group would be exposed to the TV program containing the Pepsi commercial. Then, a questionnaire would be administered to respondents in both groups to obtain posttest measures on attitudes toward Pepsi advertising, brand, and celebrity. Which of the following experimental designs best represents the above scenario? A) one-shot case study B) one-group pretest-posttest design C) posttest-only control group design D) static group design E) pretest-posttest control group design
E.
According to the text, ________ are the simplest to use. A) ratio scales B) ordinal scales C) interval scales D) random scales E) nominal scales
E.
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________. A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area D) it allows for longer interviews E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
E.
An experimental design in which the test units are assigned randomly and the experimental group is exposed to the treatment but the control group is not, and no pretest measure is taken is called the ________. A) one-shot case study B) random group C) static group D) manipulated treatment study E) posttest-only control group design
E.
Field experiments feature which of the following? A) realistic environment B) low control C) high external validity D) A and C E) A, B, and C
E.
In a Pepsi project the researcher is interested in examining the effect of humor and the effect of various levels of brand information on advertising effectiveness. Three levels of humor (no humor, some humor, and high humor) are to be examined. Likewise, brand information is to be manipulated at three levels (low, medium, and high). The resulting table would be three rows (levels of information) by three columns (levels of humor), producing nine possible combinations or cells. The respondents would be randomly assigned to one of the nine cells. Respondents in each cell would receive a specific treatment combination. After exposure to a treatment combination, measures would be obtained on attitudes toward Pepsi advertising, brand, and the celebrity from respondents in each cell. To which category of design does this fall into? A) statistical regression design B) recombinant design C) static group design D) one-shot case study E) factorial design
E.
Limitations of experiments include which of the following? A) time B) cost C) administration of an experiment D) need for control E) all of the above
E.
The ________ is a two-group experimental design in which one of the groups acts as a control group, the subjects are not assigned randomly, and measurements are made on both groups following the treatment. A) one-shot case study B) one-group pretest-posttest design C) random group D) partial experimental design E) static group
E.
Variables that measure the effect of the independent variables on the test units are called ________. A) interdependent variables B) concurrent variables C) extraneous variables D) concomitant variables E) dependent variables
E.
Which of the conditions must be satisfied in order to justify the inference of a possible causal relationship between two variables? i.)Concomitant variation ii.)Time order of occurrence of variables iii).Absence of other possible causal factors iv.)Sterile measurement environment A) (i) B) (i), (iii), and (iv) C) (ii) and (iii) D) (i) and (iv) E) (i), (ii), and (iii)
E.
Which of the following is NOT a disadvantage of electronic methods of data collection? A) no control of the environment B) low sample control C) low response rate D) only moderate quantities of data can be obtained E) low social desirability
E.
Which of the following is NOT mentioned in the text as a method used to improve response rates? A) prior notification B) incentives C) follow-up D) personalization E) All of these methods are used to improve response rates.
E.
Which of the following is a disadvantage of observational data? A) Attitudes, motivations and values can't be assessed. B) perceptual differences among observers C) Infrequent behaviors are too expensive to record. D) difficulty in observing behaviors E) all of the above
E.
Which of the survey methods listed below is preferable when using physical stimuli? A) in-home B) mall intercept C) CAPI D) A and C only E) A, B and C
E.
________ is an application of a controlled experiment done in limited, but carefully selected, test markets. A) Random sampling B) Parallel sampling C) Experimentation D) Selective control sampling E) Test marketing
E.
________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently. A) Social desirability B) Interviewer bias C) Nonresponse bias D) Efficiency effect E) Sample control
E.
Which of the following is NOT one of the four primary scales of measurement? A) nominal scales B) ordinal scales C) interval scales D) random scales E) C and D
`D.
