Market Research Chapters 10-13
Which characteristic is a key difference between ratio and interval scales?
Absolute zero
"I hate asparagus" is an example of which component of an attitude toward asparagus?
Affective
All of the following are stages in the selection of a sample EXCEPT to ____.
Analyze data
A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____.
Branching question
A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____.
Census
Which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution?
Central-limit
Which of the following refers to concepts measured with multiple variables?
Construct
When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?
Convenience sample
An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.
Counterbiasing
When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____.
Define the target population
Measures that can take on only one of a finite number of values are called ____.
Discrete measures
"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question.
Double-barreled
Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
Funnel technique
All of the following can be measured using ratio scales EXCEPT ____.
Gender
As sample size ____, random sampling error ____.
Increases, Decreases
When a researcher wants to estimate national market share based on the results of the test market for a new product in St. Louis and Kansas City, this is an example of:
Inferential statistics
"What is your favorite hobby, playing video games, or what?" is an example of what type of question.
Leading
A method to check if survey participants are paying due attention is called instruction manipulation check. It stipulates that participants select a given choice in a question rather than provide what they believe is the correct answer to the question. In this case, if you are carefully reading this quiz question from beginning to end, please select answer "leading". Do not select "fixed-alternative". "What is your gender? M F Other" is an example of a(n) ____ question.
Leading
"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question.
Loaded
"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.
Making an assumption
The arithmetic average of a set of numbers is referred to as the _____.
Mean
The value below which half the values in a distribution fall is the ____.
Median
The measure of central tendency that identifies the value that occurs most often is called the ____.
Mode
Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.
Mutually exclusive
One of the most common probability distributions in statistics is the _____ distribution.
Normal
Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.
Online panels
Janet has agreed to participate in surveys online. Every few weeks, she is sent an email asking her to participate in an online survey. What did Janet most likely do to become involved in these research studies?
Opted in
A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made?
Order bias
Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys?
Piping software
In which type of sampling does every element in the population have a known, nonzero probability of selection?
Probability sampling
The ____ is a measure of dispersion.
Range
Which of the following is not a measure of the central tendency of a set of scores?
Range
A person's weight is best described as being measured on a(n) ____ scale.
Ratio
Which of the following is an indicator of a measure's internal consistency?
Reliability
In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels.
Reverse coding
Which type of error occurs when potential respondents are improperly excluded before the sample is taken?
Sampling frame error
A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed?
Split-half
Which of the following eliminates the drawback of having the measure of dispersion in squared units rather than in the original measurement units?
Standard deviation
Summary measures about variables computed using only data taken from a sample are called sample ____:
Statistics
A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____.
Summated scale
Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution?
Systematic sampling error
Asking respondents to remember something without providing any clues to help them remember is called ____.
Unaided recall
