Marketing Research Chapters 7-9
Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____.
physical objects
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
When the subject is unaware of being observed in a shopping mall, the observation is said to be ____.
unobtrusive
Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?
verbal behavior
The group receiving the treatment being studied is called the ____.
experimental group
It is possible to directly observe ____.
expressive behavior
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 ____.
external validity
When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, ____ has occurred.
interviewer error
Which statement about scanner data is FALSE, as compared to standard mail diary panel data?
Scanner data measures are considered to be extremely obtrusive.
The tendency for respondents to agree with most questions in a survey is known as ____.
acquiescence bias
_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.
artifacts
All of the following measure physiological reactions EXCEPT ____.
at home scanning system
All of the following are directly observable phenomena EXCEPT ____.
attitudes
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
basic experimental design
In which experimental research design does each subject receive only one treatment combination?
between-subjects design
In experimental research, categorical variables like a subject's gender or ethnicity are known as ____.
blocking variables
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?
click-through rate (CTR)
All of the following are experimental design elements EXCEPT for the ____.
manipulation of the dependent variable
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?
maturation effect
When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, what type of observation is being used?
mechanical observation
Observing a person's television viewing habits is an example of which type of observation?
physical actions
Observing the movement of a shopper in a supermarket is an example of what type of observation?
physical actions
Which term refers to a treatment combination within an experiment?
cell
When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used.
central location interviewing
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
curb-stoning
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.
interviewer error
All of the following are examples of nonverbal behavior EXCEPT ____.
talking
The test of an experimental manipulation to intended make sure that the manipulation does produce desired differences in the independent variable is called a ____.
manipulation check
Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience?
maturation effect
John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____.
mixed mode survey
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) ____ effect has occurred.
mortality
People who cannot be contacted or who refuse to participate are called ____.
nonrespondents
Systematic errors are also called ____.
nonsampling errors
Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?
observation
A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another group is exposed to another advertisement. Specifically, he is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as ____.
subjects
If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable, ____ may occur.
systematic error
Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation?
temporal pattern
Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages. Which of the following is NOT a flaw of this method?
It does not adequately measure the number of times an ad is clicked on.
The change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups is called a(n) ____.
cohort effect
John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. John is measuring response ____.
latency
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is classified as a(n) ____.
no contact
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and would not participate. This is an example of ____.
nonresponse error
Systematic error is divided into ____.
respondent error and administrative error
People who provide answers to survey questions are often called ____.
respondents
Which type of bias occurs when respondents tend to answer questions with a certain slant?
response bias
Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?
confound
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments?
constancy of conditions
When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____.
content analysis
When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade, the researcher is engaging in ____.
content analysis
Surveys in which the respondent takes the responsibility for reading and answering questions are called ____.
self administered questionnaires
Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation?
spatial relations
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?
spatial relations and locations
If the observer or the mechanical device used to record is obvious to subjects, the observation is said to be ____.
visible
Which experimental research design involves repeated measures?
within-subjects
A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store. The code number is linked to purchase information recorded by the scanner. Juanita is participating in a(n) ____.
scanner-based consumer panel
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
social desirability bias
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.
self-selection bias
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 with the question
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these?
Administer multiple experimental treatment levels to each subject
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.
deliberate falsification
The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from. This is an example of ____ observation.
direct
Which survey method offers the least geographic flexibility?
door-to-door personal interview
Which survey research method is typically the most expensive?
door-to-door personal interview
All of the following are errors associated with direct observation EXCEPT ____.
entrapment
When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred.
experimenter bias
A Web site designer is interested in how people look at a Web site. Specifically, she would like to know where they look first when a page comes up. Which mechanical device would be appropriate for determining?
eye-tracking monitor
Research projects involving experimental manipulations that are implemented in a natural environment are called ____.
field experiments
When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, a ____ effect has occurred
history
When a change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable, a(n) ____ effect has occurred.
instrumentation
In a certain study, different interviewers are used in a pretest from those used in the posttest and this produces different results in the study. This is an example of a(n) ____.
instrumentation effect
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) ____.
placebo 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 ____.
pretest
Which device measures involuntary changes in the electrical resistance of the skin?
psychogalvanometer
All of the following are advantages of Internet surveys EXCEPT ____.
random sampling
A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.
randomization
People who are unwilling to participate in a research project are referred to as ____.
refusals
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.
repeated measures
All of the following are typically advantages of Internet survey research EXCEPT that it is ____.
representative of the population
Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____.
interaction
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____.
internal validity
Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?
internet survey
Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements, newspaper articles, blogs, and the like?
content anaylsis
An airline passenger who is really an employee of the airline complains loudly about not being served a vegetarian meal so that he can note the responses of the flight attendant. This is an example of ____ observation.
contrived
A food company tests a new product by having one group of subjects taste their own product first and then taste a competitor's product second, while a second group of experimental subjects tastes the competitor's product first followed by the company's own product. Which type of experimental design is being used?
counterbalanced
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?
interviewer bias
Which survey research method offers the lowest degree of respondent anonymity?
mall intercept interview
When the Chicago Museum of Science and Industry measures the popularity of its children's exhibits by the frequency of tile replacement in front of exhibits, it is using what type of observation?
physical-trace analysis
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____.
response rate
When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?
systematic error
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) ____.
testing effect
