MAR4613 Exam 2

In a systematic sampling study, if the sampling frame has 1,500 names and the desired sample size is 50, the "skip interval" should be

30 (1,500/50)

Construct

A hypothetical variable made up of a set of component responses or behaviors that are thought to be related

Likert scale

A scale format that asks respondents to indicate the extent to which they agree or disagree with a series of statements about a subject

Ratio

A scale that allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses Ex - Age (from 0 to 100+), Income, "Please select the number of beers you drank last weekend."

Interval

A scale that demonstrates absolute differences between each scale point Ex - Satisfaction (1 = very dissatisfied, 7 = very satisfied) , Loyalty (1 = definitely will not recommend, 5 = definitely recommend

Semantic differential scale

A unique bipolar scale format that captures a person's attitudes or feelings about a given subject. Only the endpoints of the scale are labeled.

Rank-order Scales

Allow respondents to compare objects by indicating their order of preference, from first to last

Which of the following is true of cluster sampling?

Area sampling is a form of cluster sampling

Which of the following is present in survey responses when the answers given by respondents to the independent and dependent variable questions are falsely correlated?

Common methods variance

Ordinal

Consists of a set of categories that are organized in an ordered sequence A scale that allows a respondent to express relative magnitude between the answers to a question Ex- Preferences (brand, product attributes, banking method, etc.), Rating product (excellent, very good, fair, poor)

Which of the following is true of proportionately stratified sampling?

Each stratum is dependent on its size relative to the defined target population

Which of the following is true of measurement?

It is the process of developing methods to systematically characterize information about persons, events, ideas, or objects of interest

Which of the following is true of simple random sampling?

It produces unbiased estimates of the target population's characteristics

Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?

Likert scale

Which of the following must be kept in mind while preparing questionnaires?

Questionable words should be examined in a pretest

A researcher does not have the resources or time to do a probability sample. She wants to do a convenience sample, but she also wants to make sure that all ethnicities are fairly represented in her sample. What kind of sampling would you recommend to her?

Quota sampling

A person meets all the requirements for inclusion in a survey. She meets all the screening form requirements. Yet she is not included in the survey. Which of the following supplemental documents might have indicated to the interviewer to exclude her from the sample?

Quota sheets

Constant-sum Scales

Require the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones

Which of the following statements is true of sample size formulas for nonprobability samples?

Sample size formulas cannot be used for nonprobability samples

A person is asked if he has traveled abroad in the last six months. He replies that he has not. The interviewer thanks him and decides not to include him in her study. Which of the following supplemental documents might have indicated to the interviewer to exclude him from the study?

Screening question forms

A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, they cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which stage of the questionnaire design process?

Select appropriate data collection method

_____ questions include income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly.

Sensitive

_____ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected

Simple random

Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles?

Snowball sampling

If there is significant variation among subjects regarding their attitudes toward a given brand, this variance will be reflected most clearly in which of the following measures?

Standard deviation

Before polling students in the School of Business, the researcher divides all the current students into groups based on their class standing (freshman, sophomores, etc.). Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the school. Which of the following sampling methods is the researcher practicing?

Stratified random sampling

While filling out a survey, a respondent comes across a question that asks for respondent's annual income. There are five answer options and each option includes a range (e.g., $20,000 to $40,000). What is this question format called?

Structured question

Which of the following is true of a pretest?

The final evaluation of the questionnaire is obtained from a pretest

sampling frame

The list of all eligible sampling units

Which of the following is true of probability sample sizes?

The more precise the required sample results, the larger the sample size

Which of the following is true of structured questions?

The response process for these questions is faster

Nominal

The type of scale in which the questions require respondents to provide only some type of descriptor as the raw response Ex - Gender (male, female), Nationality (American, Spanish, French), Liking (like, dislike)

Which of the following statements is true of questionnaires?

The value of a well-constructed questionnaire is difficult to estimate

Which of the following is true of unstructured questions?

They have no predetermined list of responses available to limit respondents' answers

Which of the following statements about graphic rating scales is true?

They use a scaling descriptor format

Which of the following is true of convenience sampling?

Using convenience samples to develop constructs and scales can be risky

Which of the following is true of respondents' behavior while answering questionnaires?

With numeric alternatives, respondents tend to select central values.

Questionnaire

a formalized framework consisting of a set of question and scales designed to generate primary raw data

A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing:

a supervisor instruction form

Construct development begins with

an accurate definition of the purpose of the study

Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7-point scale). Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This indicates that there was some problem with the scale being used. This problem is most likely to be related to

convergent validity

Spectrum Inc., an automobile manufacturer, is interested in determining the satisfaction of the users of one of its brands, Credence. Instead of sampling the entire population of car owners, Spectrum Inc. samples those who owned a Credence. Spectrum is drawing its sample from a

defined target population

Internal consistency specifically refers to the

degree to which the individual questions of a construct are correlated.

Scale points

designated degrees of intensity assigned to the responses in a given questioning or observation method

The scale measurement process primarily

determines how to precisely measure each construct

A college professor wants to know if students in U.S. colleges will find the new textbook that he has written to be useful and interesting. He decides to sample all marketing majors at the school he teaches. He believes that this group of students will be representative of the U.S. college student population. His method of sampling is most probably

judgment sampling

A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale

nominal

In online surveys, calculating response rates can be a problem due to the:

possibility of recruitment of participants outside the official online data collection vendor

Response order bias can be reduced by:

preparing several different forms of the questionnaire using a different order and averaging the responses

The purpose of screening questions is to:

prevent unqualified respondents from being included in the study

Unstructured question

question that is open-ended formatted to allow respondents to reply in their own words

Behavioral intention scale

rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame

The difference between simple random sampling and systematic random sampling is that systematic random sampling

requires that the defined target population be ordered in some way

After preparing the questionnaire but before submitting it to the client for approval, the researcher should:

review the document carefully to determine whether each question is necessary and if the overall length is acceptable

The difference between probability sampling and nonprobability sampling is that in nonprobability sampling

sampling error is not known

Cluster sampling

sampling units are divided into mutually exclusive and collectively exhaustive subpopulations

When a market researcher asks if a project will be international, national, or regional in nature, the researcher is trying to determine

scope of the research

The difference between a single-item scale and a multiple-item scale is that a

single-item scale involves collecting data about only one attribute of the object being investigated.

"Do you live in a rented apartment? If not, please ignore question 10 and proceed." This is an example of a(n):

skip question

In a(n) _____, the scale questions are divided into two parts equally and the resulting parts' scores are correlated against one another

split-half test

Equipment and facility requirements are typically mentioned in the:

supervisor instruction form

Sampling units are the

target population elements available for selection during the sampling process

If a respondent does not have access to information needed to answer an item, then he/she has been exposed to a(n):

unanswerable question

A scale that has a neutral descriptor but has a larger number of response options on one side, either positive or negative, is referred to as a(n) _____ scale.

unbalanced