MAR3613 exam 2 - chp5
The data are generalizable, it accurately represents the population being studied and can be accurately projected to the target population: A) Data completeness B) Data generalizability C) Data precision
B) Data generalizability
The extent to which the research design accurately identifies causal relationships. It exists when the competing explanations for the conclusions about a hypothesized relationship can be ruled out: A) Validity B) Internal validity C)External validity
B) Internal validity
The accuracy of a response in relation to some other possible answer: A) Data completeness B) Data generalizability C) Data precision
C) Data precision
Errors that occur in survey research design not related to sampling. They're from 4 major sources (respondent error, measurement/design error, incorrect problem definition, project administration error) A) Survey research methods B) Sampling errors C) Nonsampling errors
C) Nonsampling errors
When respondents have impaired memory or do not respond accurately. A) Respondent error B) Nonresponse error C) Response error
C) Response error - When respondents have impaired memory or do not respond accurately.
This format is used for very short surveys and simple polling. It allows a respondent to access a survey and display it as messages on the screen of a mobile phone. A) Mobile phone survey B) Self-administered survey C) Text-based format D) Web-based format
C) Text-based format
Identify the broad applications of test marketing in marketing research. (Check all that apply.) A)To examine the effect of various distribution methods on product price B)To understand the effect of a product or service rollout on its price C)To pilot test new product introductions or product modifications D) To examine product weaknesses, strengths, or inconsistencies in marketing strategies E) To explore different marketing mix elements
C)To pilot test new product introductions or product modifications D) To examine product weaknesses, strengths, or inconsistencies in marketing strategies E) To explore different marketing mix elements
Integrated telephone and computer system in which the interviewer reads the questions from a computer screen and enters respondents' answers directly into the computer program. However, this method is decreasing bc online surveys are more cost effective, flexible in design and execution, this method can't use visual aids A) Person-administered survey B) In-home interview C) Mall-intercept interview D) Telephone interview E) Computer-assisted telephone interview (CATI)
E) Computer-assisted telephone interview (CATI)
Which of the following is true about Nonsampling errors? (select all that applies) A) Tend to create "systematic variation, or bias in the data B) Are controllable C) Are the result of some human mishap in either survey design or execution D) Can't be directly measured E) They can lead to other nonsampling errors F) Unlike random sampling error, they cannot be directly measured.
Nonsampling errors: ALL -(such as a poorly worded questions, causes respondent mistakes) -they reduce the quality of the data being collected and the information provided to the decision maker
True or false: Phone and face-to-face survey participants are less likely to report socially desirable behavior than online survey participants.
Reason: This is false. Phone and face-to-face interaction increases the tendency to report socially desirable attitudes and behavior.
A structured question-and-answer exchange conducted in the respondent's home. Respondents can try new products or watch potential ads and evaluate them. This method has several advantages (help explain questions, use visual aids). They are expensive and time consuming and not often used today: A) Person-administered survey B) In-home interview C) Mall-intercept interview D) Telephone interview E) Computer-assisted telephone interview (CATI)
b) In-home interview -
Identify the disadvantages of quantitative survey research design? (select all that applies) A) Low response rate B) Difficult to obtain in-depth data C) Challenging to develop questions that can accurately measure attitudes and behavior D) Concepts and relationships not directly measurable can not be studied
cons: A) Low response rate B) difficult to obtain in depth data C) Challenging to develop questions that can accurately measure attitudes and behavior
T/F: When respondents give wrong answers due to impaired memory, it leads to a nonresponse error.
f- this is response error
T/F: Field experiments are less expensive to conduct than laboratory experiments.
false
T/F: Sampling error can be reduced by decreasing sample size.
false
T/F: In low-incidence situations, personal interview surveys prove to be most effective.
false, it would be used sparingly bc it costs too much to find that rare individual who qualifies
T/F: An in-home interview is a face-to-face structured question-and-answer exchange conducted in a respondent's home.
true
T/F: Descriptive designs frequently use data collection methods that involve asking respondents structured questions about what they think, feel and do; thus descriptive research designs often result in the use of survey research methods.
true
T/F: These are the benefits of quantitative survey research design: A) Can accommodate large sample sizes so that results can be generalized to the target population B) Facilitate advanced statistical analysis C) Produce precise estimates to identify small differences D) Easy to administer and record (due to structured questions) E) Concepts and relationships not directly measurable can be studied
true
T/F: These are the cons of Telephone interview: -nonaudio stimuli cannot be presented over the phone -some questions are too complex to administer -short -not used in international research -limited access to respondents
true
identify the factors that cause sampling errors. (Check all that apply.) A) The accuracy of the information given by the participants B) The method of sampling used C) The characteristics of the sample used D) The sample size used
B) The method of sampling used D) The sample size used
What are the disadvantages of Person-administered survey? (select all that applies) A) Not as trustworthy as other methods B) Respondents may interpret the interviewer's body language, facial expressions, or tone to how to respond to a question C) Costly D) Interviewers may incorrectly record response to questions
B) Respondents may interpret the interviewer's body language, facial expressions, or tone to how to respond to a question C) Costly D) Interviewers may incorrectly record response to questions
The difference between the findings based on the sample and the true values for a population. A) Survey research methods B) Sampling errors C) Nonsampling errors
B) Sampling errors
A data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer. A) Mobile phone survey B) Self-administered survey C) Text-based format D) Web-based format
B) Self-administered survey
What are the advantages of Person-administered survey? (select all that applies) A) Trained interviewers can quickly adapt to respondent's differences B) Build rapport C) Interviewer's can answer respondent's questions for feedback and better understanding D) Interviewers can help ensure respondents are screened to represent the target population
all
Which of the following are advantages of survey methods (select all that applies) A) Large sample sizes so that results can be generalized to the target population B) High response rates C) Produce precise estimates to identify small differences D) Easy to administer and record E) Facilitate advanced statistical analysis G) Concepts and relationships not directly measurable can be studied
all but B
T/F: Any survey research design that involves collecting data from a sample will have some error
true
T/F: If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.
true
T/F: Online surveys are survey data collected using the Internet. These are its benefits -less expensive per respondents than other surveys -no cost of copying surveys or buying postage and no interviewer cost -self-administered so no coding creating instantaneous results -reach hard to reach people -ability to randomized the order of ques, add images and respondents can't skip ques.
true
T/F: These are the pros of Telephone interview: A) respondents can call back B) Cheap and fast for large samples over a wide geo C) random digit dialing can be used to select a random sample D) It allows supervisors to closely monitor interviewers if they work out of a central location.
true
T/F: These are the pros of self-administeded surveys A) cheap B) respondents create their own comfort zone (not rushed) C) no interpretive error or interviewer bias D) more of an honest answer
true
True or false: When conducting an experiment, researcher manipulate a proposed causal independent variable and measure its effect on the dependent variable.
true, Reason: This is true. Researchers manipulate a proposed causal independent variable and observe the proposed effect on a dependent variable, while controlling all other influencing variables.
Identify the task characteristics that researchers should consider when selecting a survey method. (Check all that apply.) A)Stimuli required to elicit a response from participants B)The difficulty of the task given to participants C) Participant willingness to perform assigned tasks D)The amount of information required from participants E)The ability of participants to take part in the survey
"Task-difficult, stimuli, sensitivity, amount of info" A)Stimuli required to elicit a response from participants (taste test, visual-ads) B)The difficulty of the task given to participants, try to make it as easy as possible to understand D)The amount of information required from participants (if large detailed info is req.--> increase need for personal interaction w/ a trained interviewer), collecting more data lowers response rates and increases respondent fatigue
A systematic bias that occurs when the final sample differs from the planned sample. Occurs when a sufficient number of the preselected prospective respondents in the sample refrain from participating or are unreachable: A) Respondent error B) Nonresponse error C) Response error
B) Nonresponse error - A systematic bias that occurs when the final sample differs from the planned sample.
The depth and breadth of the data, having complete data enables the researcher to paint a total picture A) Data completeness B) Data generalizability C) Data precision
A) Data completeness
Both interviewers' and respondents' ability to get together in a question-and-answer interchange. An important selection consideration is the capacity of participants to share their thoughts with interviewers. A) Ability to participate B) Willingness to participate C) Knowledge level
A) Ability to participate
They refer to variables a researcher regulates so they do not influence the functional relationship between the predictor and outcome variables included in an experiment. They should not change as the predictor variables are manipulated. A) Control variables B)Independent variable C) Dependent variable D)Extraneous variables
A) Control variables
Which of the following are differences between causal research designs and exploratory or descriptive research designs? (Check all that apply.) A)Exploratory and descriptive designs usually lack the control mechanism of causal designs. B)Exploratory and descriptive designs do not use surveys to collect data, while causal designs do. C)Exploratory and descriptive designs lack external validity that is found in all forms of causal designs. D)The hypotheses of exploratory designs focus on the magnitude and/or direction of an association, while the hypotheses of causal designs focus on causality.
A) Exploratory and descriptive designs usually lack the control mechanism of causal designs. D)The hypotheses of exploratory designs focus on the magnitude and/or direction of an association, while the hypotheses of causal designs focus on causality.
Surveys were sent to respondents using the postal service. Cheap and slow, no interviewer-related cost. Can reach even be hard to interview people, however, it has a low response rate which creates nonresponse bias. Respondents who misunderstand questions tend to record responses that were not expected by the researchers. A) Mail surveys B) Mail panel survey C) Drop-off survey D) Online surveys E) Propensity scoring
A) Mail surveys
Which surveys are growing in use due to higher % of mobile phone usage? It has 2 methods, texting format is for simple polling (common in Europe), in the US, web-based format facilitates continuous sessions w/ no time delay. They're cheap & can display images but w/ limited capacity A) Mobile phone survey B) Self-administered survey C) Text-based format D) Web-based format
A) Mobile phone survey Why do researchers avoid calling mobile phone users to solicit participation as often as they call landline users: -NO Auto-dialing - FCC -Mobile phone users may incur a cost when taking a survey. -Mobile phone users can disconnect the call in the middle of the survey as they could be distracted by other tasks when they are called.
Which of the following are CONS of self-administered surveys: A) No additional in-depth data due to lack of probing B) High nonresponse rates as surveys aren't fully completed C) May not understand the questions, providing incorrect responses D) Very timely, the time required to obtain the data and enter into the computer for analysis can be longer, and cannot be automated with reminder system E) Not having an interviewer present can increase misunderstanding
A) No additional in-depth data due to lack of probing B) High nonresponse rates as surveys aren't fully completed C) May not understand the questions, providing incorrect responses reason why D is wrong: D) it CAN be automated with reminder system
Data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject's answers. A) Person-administered survey B) In-home interview C) Mall-intercept interview D) Telephone interview E) Computer-assisted telephone interview (CATI)
A) Person-administered survey
Occurs when respondents either cannot be reached, unwilling to participate, intentionally or unintentionally respond to questions in ways that do not reflect their true answers A) Respondent error B) Nonresponse error C) Response error
A) Respondent error - Occurs when respondents either cannot be reached, unwilling to participate, intentionally or unintentionally respond to questions in ways that do not reflect their true answers -broken down into nonresponse error and response error
Which of the following are true of the task characteristics that researchers should consider when selecting a survey method? (Check all that apply.) A) Respondents need to be exposed to some kind of stimulus to elicit a response. B)Less-desirable behaviors are likely to be overreported during personal interviews. C)The researchers should attempt to make it as easy as possible for respondents to answer questions. D)Respondent fatigue increases and response rates lower when large amounts of data are collected. E) Personal interaction between trained interviewers and respondents should be minimal if a large amount of information is required.
A) Respondents need to be exposed to some kind of stimulus to elicit a response. C)The researchers should attempt to make it as easy as possible for respondents to answer questions. D)Respondent fatigue increases and response rates lower when large amounts of data are collected.
Research procedures for collecting large amounts of data using question-and answer formats. A) Survey research methods B) Sampling errors C) Nonsampling errors
A) Survey research methods - Research procedures for collecting large amounts of data using question-and answer formats.
Using controlled field experiments to gain information on specified market performance indicators A) Test marketing B) Laboratory (lab) experiments C) Field experiments
A) Test marketing
What are the advantages of using computer-assisted telephone interview (CATI) systems for a survey? (Check all that apply.) A) They allow participants to pause an interview and resume and finish it at another time. B) They eliminate the requirement for tabulating the results of the survey. C) They eliminate the need for separate data entry and editing tasks associated with manual systems. D) They allow interviewers to ask open-ended questions that help collect in-depth data.
A) They allow participants to pause an interview and resume and finish it at another time. C) They eliminate the need for separate data entry and editing tasks associated with manual systems. Why B) They eliminate the requirement for tabulating the results of the survey. is WRONG BC the data can be tabulated
is an empirical investigation that tests for hypothesized relationships between dependent variables and manipulated independent variables. A) experiment B) Variable
A) experiment
Which of the following are respondent characteristics that need to be considered by researchers when choosing a data collection method? (Check all that apply.) A)Incidence rate B)Completion time frame C)Respondent participation D)Research topic sensitivity E) Diversity
A)Incidence rate (It refers to the percentage of the general population that is the focus of the research. i.e incidence of auto drivers is high in the gen pop.) C)Respondent participation (ability to participate, respondent's willingness to participate, respondents knowledge) E) Diversity(It refers to the degree to which respondents share characteristics., more diverse, fewer similarities)
The extent to which the conclusions drawn from an experiment are true. A) Validity B) Internal validity C)External validity
A)Validity
Causal research designs that are conducted in an artificial setting. Lack external validity, has a high internal validity A) Test marketing B) Laboratory (lab) experiments C) Field experiments
B) Laboratory (lab) experiments
A questionnaire sent to a group of individuals who have agreed in advance to participate resulting in a high response rate. It can be used for longitudinal research- the same people can be questioned several times over an extended period for observational change, however, it is not representative of the target population. A) Mail surveys B) Mail panel survey C) Drop-off survey D) Online surveys E) Propensity scoring
B) Mail panel survey -Members of the mail panel are often not representative of the target population at large. -This method allows the same people to be questioned multiple times over an extended period. -a nonresponse bias can be created because of response rates being lower than those for face-to-face or telephone interviews
In which of the following cases are descriptive research designs an appropriate choice for solving research problems? (Check all that apply.) A) When survey instruments are insufficient in constructing accurate scale measurements or when the depth of the data collected is limited B) When the features of existing market situations need to be described or when current marketing mix strategies need to be evaluated C) When researchers want to highlight underlying psychological and sociological processes that impact sales D) When relationships between variables need to be identified or when there is a need to determine if differences exist between groups
B) When the features of existing market situations need to be described or when current marketing mix strategies need to be evaluated D) When relationships between variables need to be identified or when there is a need to determine if differences exist between groups
The inclination or disposition of respondents to share their thoughts. The type of survey method influences the self-selection process that occurs when some people decide to answer survey questions while others refuse. A) Ability to participate B) Willingness to participate C) Knowledge level
B) Willingness to participate
It refers to a variable whose value a researcher can directly manipulate. They are hypothesized to be causal factors in functional relationships with outcome variables. A) Control variables B)Independent variable C) Dependent variable D)Extraneous variables
B)Independent variable
Identify the situational characteristics that a researcher takes into consideration when selecting a survey method for collecting data. (Check all that apply.) A)Sample diversity B)Quality requirements C)Completion D)Budget E)Task difficulty
B)Quality requirements: complete, generalizability, precision C)Completion: long time frame gives the luxury of selecting the method that'll produce the highest quality of data D)Budget: $, staff size
It represents an observable element or attribute that is a result of specified tests that is derived from manipulating the predictor variable(s). A) Control variables B)Independent variable C) Dependent variable D)Extraneous variables
C) Dependent variable
A self-administered questionnaire that a representative of the researcher hand-delivers to selected respondents; the completed surveys are returned by mail or picked up by the representative. Benefit includes availability of the person, screen potential respondents and create interest, however, it's more costly than mail surveys A) Mail surveys B) Mail panel survey C) Drop-off survey D) Online surveys E) Propensity scoring
C) Drop-off survey
The extent to which a causal relationship found in a study can be expected to be true for the entire target population. Meaning the result can be generalized to the target population. A) Validity B) Internal validity C)External validity
C) External validity
Causal research designs that manipulate the independent variables in order to measure the dependent variable in a natural setting (mall, supermarkets), realism and control. A) Test marketing B) Laboratory (lab) experiments C) Field experiments D) Natural experiments
C) Field experiments -take a longer time than lab -more expensive -competitive reactions higher -A field experiment is less suitable than a laboratory experiment when secrecy is required.
The degree to which the selected respondents feel they have the experience to answer questions on the topic of the survey. The more detailed the information needed, the higher respondents' understanding of the survey topic must be to get them to take part in the survey. A) Ability to participate B) Willingness to participate C) Knowledge level
C) Knowledge level
A face-to-face personal interview that takes place in shopping mall. They are less expensive and more convenient for the researcher, but the interviewer's travel time is reduced & mall patrons may not represent the target population: A) Person-administered survey B) In-home interview C) Mall-intercept interview D) Telephone interview E) Computer-assisted telephone interview (CATI)
C) Mall-intercept interview
When a group of marketing researchers wanted to test the effectiveness of an advertising campaign their company had run last year, they recruited fifty people who watched television for at least an hour every day. They asked the participants a series of open-ended questions regarding the campaign. Which form of data collection technique is used by the researchers in the above scenario? A) Field experiment methods B) Content analysis methods C) Test marketing methods D) Survey research methods
D) Survey research methods - involves asking respondents structured questions about what they think, feel and do
This format can be combined with computer-assisted telephone interview systems to create computer-aided mobile interviewing. It facilitates a continuous session without a time delay between questions and receipt of responses. A) Mobile phone survey B) Self-administered survey C) Text-based format D) Web-based format
D) Web-based format
They refer to uncontrollable variables that should average out over a series of experiments. If they are not accounted for, they could have a confounding impact on outcome variable measures that could invalidate or weaken the results of an experiment. A) Control variables B)Independent variable C) Dependent variable D)Extraneous variables
D)Extraneous variables
Used to adjust survey results to be more like those a representative sample would have produced. The responses of underrepresented members are weighed more heavily to adjust for inadequacies, and those who are demographically similar may be different A) Mail surveys B) Mail panel survey C) Drop-off survey D) Online surveys E) Propensity scoring
E) Propensity scoring
Select a true statement about the pros of Computer-assisted telephone interview (CATI): A) Lower cost per interview B) Greater efficiency per call, interviewers can complete at a later time C) Eliminates separate editing and data entry D) results can be TABULATE in real-time E) Questions that are irrelevant to a particular respondent are automatically skipped by the CATI program.
all
True or false: Random selection of subjects and random assignment to treatment conditions are not necessarily sufficient to confirm that findings can be generalized, despite the fact that they are usually necessary for external validity.
Reason: This is true. Random selection of subjects and random assignment to treatment conditions are usually necessary for external validity, but they are not necessarily sufficient to confirm that the findings can be generalized.
True or false: Due to controlled environments, variable manipulation, and measurement considerations, the issue of validity, especially external validity, becomes more important in developing experimental research designs.
Reason: This is true. The issue of validity, particularly external validity, becomes more important in developing experimental research designs due to controlled environments, variable manipulation, and measurement considerations.
True or false: When propensity scoring takes place, sampling inadequacies are adjusted by weighing more heavily the responses of underrepresented sample members.
Reason: This is true. The responses of underrepresented sample members are weighted more heavily to adjust for sampling inadequacies.
T/F: Questions examining causal relationships between variables are framed with the focus being on the specific impact one variable causes on another variable.
TRUE
T/F: With the emergence of scanner data and tracking of digital media behavior, observation is being used more often in descriptive designs
TRUE
T/F: Selection of a descriptive research design is based on 3 factors: 1) the nature of the initial problem/opportunity 2) the research questions 3) the research objectives
TRUE 1) When the research problem/opportunity is either to describe characteristics of existing market situations or to evaluate current marketing mix strategies --> descriptive research design 2) If the research questions includes who, what, when, where and hoe --> descriptive 3) if the task is to identify relationships between variables or determine whether differences exist between groups --> descriptive
Question-and-answer exchanges are conducted via telephone technology. They're faster, cheaper, and more suitable for gathering a large number of respondents over a wide geo area. Not good for lengthy interviews and you gotta be careful because the public has a poor perception of telephone interviews because of sugging. A) Person-administered survey B) In-home interview C) Mall-intercept interview D) Telephone interview E) Computer-assisted telephone interview (CATI)
d) Telephone interview -The selection of a random sample is possible through random digit dialing. -Data collection is quicker than in face-to-face interviews. -Respondents across a wide geographic area can be interviewed.
