MKTG 334 Exam 2

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? a. grounded theory b. phenomenology c. ethnography d. case study

b. Phenomenology

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted? a. hermeneutics b. field notes c. discussion guides d. expositions

b. field notes

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. a repeated measures study b. internal validity c. a matching study d. external validity

b. internal validity

Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred? a. selection effect b. maturation effect c. history effect d. cohort effect

b. maturation effect

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____. a. callback b. pretest c. drop-off method d. dry run

b. pretest

Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design. a. between-subjects b. repeated measures c. redundant manipulation d. randomization

b. repeated measures

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred. a. random sampling error b. self-selection bias c. auspices bias d. social desirability bias

b. self-selection bias

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? a. random sampling bias b. social desirability bias c. administrative bias d. interviewer cheating

b. social desirability bias

A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam. This is an example of a(n) ____. a. mortality effect b. testing effect c. history effect d. instrumentation effect

b. testing effect

Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____. a. physical actions b. verbal behavior c. physical objects d. pictorial records

c. physical objects

Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables? a. confound b. interaction c. randomization d. repeated measures

a. cofound

Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer? a. interviewer bias b. auspices bias c. administrative bias d. acquiescence bias

a. interviewer bias

Systematic error is divided into ____. a. respondent error and administrative error b. random sampling error and administrative error c. response bias and interview error d. primary error and secondary error

a. respondent error and administrative error

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____. a. site analysis b. model building c. database marketing d. market tracking

a. site analysis

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____. a. causal research study b. descriptive research study c. concept test d. case study

C. Concept testing

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site? a. conversion transaction rate (CTR) b. page views c. cost per click (CPC) d. click-through rate (CTR)

D. click-through rate (CTR)

The tendency for respondents to agree with most questions in a survey is known as ____. a. auspices bias b. interviewer bias c. extremity bias d. acquiescence bias

d. acquiescence bias

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred. a. nonresponse error b. auspices bias c. interviewer cheating d. deliberate falsification

d. deliberate falsification

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 ____. a. internal validity b. the repeated measures effect c. constant error d. external validity

d. external validity

Which approach to probing asks respondents to compare differences between brands at different levels? a. interrogating b. elaborating c. linking d. laddering

d. laddering

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation

d. observation

Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) ____. a. maturation effect b. false positive c. counterbalancing effect d. placebo effect

d. placebo effect

As demonstrated in the use of Tree-House-Person (THP) diagrams -- an indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____. a. case study b. experiential survey c. laddering interview d. projective technique

d. projective technique

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting? a. independent marketing research b. dependent marketing research c. quantitative marketing research d. qualitative marketing research

d. qualitative marketing research

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____. a. word association test b. concept test c. case study d. sentence completion test

d. sentence completion test