MR

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 cal impress the interviewer?

interviewer bias

which approach to probing asks respondents to compare differences between brands at different levels

laddering

the observation and analysis of trends in industry volume and brand share over time is called

market tracking

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____.

model building

which qualitative research orientation is the application of ethnographic procedures to online phenomena?

netnography

A _____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information.

neural

systematic errors are also called

nonsampling errors

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____.

picture frustration

neural networks are a form of AI in which a computer mimics the way human brains ____ and ______

process information; make decisions

secondary data that are owned and controlled by the organization are best called ______

proprietary data

people who are unwilling to participate in a research project are referred to as

refusals

all of the following are qualitative research orientations except

regression analysis

all of the following are typically advantages of internet survey research except that it is

representative of the population

in case studies, ______ are identified by the frequency with which the same term arises in the narrative description

themes

marketing researchers frequently use internal accounting data to generate sales forecasts

true

most survey research is descriptive research

true

observation plays a key role in ethnography

true

one of the most important advantages of personal interviews is the opportunity for feedback

true

systematic errors are nonsampling errors

true

which situation is least conductive for qualitative research

when needing conclusive evidence to be drawn from data

ethnography is a qualitative research orientation originating in

anthropology

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called _______

database marketing

when a respondent tells and interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000. _____ has occured

deliberate falsification

which survey method offers the least geographic flexibility

door-to-door

data purchased from a company such as NPD group

fact finding

The focus of qualitative research is on producing "numbers" that can be used in statistical tests

false

because participantss do not have to be together in the same room at a research facility, the number of participants in online focus groups can be larger than traditional focus groups

false

the use of secondary data requires current access to respondents who provided the data

false

which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

field notes

all of the following are advantages of semi-structured interviews except for the

high degree of scrutiny

which index describes the relationship between retail demand and supply?

index of retail saturation

self-selection biases in survey research tend to overrepresent indifferent responses and underrepresent extreme consumer positions.

false

people who cannot be contacted or who refuse to participate are called

nonrespondents

which survey research method is the most expensive

door-to-door

the marketing research industry uses the term primary-source data for diverse types of data offered by one particular company

false

which of the following is an approach to the understanding phenomenology that relies on the analysis of texts through which a person tells a story about him or herself?

hermeneutics

survey software can require someone to answer a question but this too could be seen as unethical. How can the ethical issue best be resolved?

a "do not know" or "prefer not to answer" alternative can be included

qualitative researchers are interested in all of the following except

counting

Natalie is provided with a stack of pictures

collage creation

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains _____.

sample selection error

Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.

self administered questionnaires

when a hotel customers decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner. ________ has occured

self selection bias

the number of questionnaires returned or completed divided by the total number of eligible people who were asked to participate is

the response rate

one disadvantage of secondary data is that

the user has no control over their reliability and validity

Bath and Body works

index of retail saturation

when an interviewer fails to write the respondent's answer to a question verbatim . . . .

interviewer error