Marketing Research Exam 2

Sally was reluctant to answer questions about her personal hygiene until she saw that the survey was sponsored by the American Medical Association. Sally's understanding of who sponsored the survey helped with which aspect of "overcoming the respondent's unwillingness to answer"?

A. legitimate purpose

Ethical dilemmas associated with sample size determination include all of the following except ________.

All of the above pose ethical dilemmas.

________ is a measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct.

Convergent validity

Which of the following statements does not pertain to non-comparative scales?

Data must be interpreted in relative terms and have only ordinal or rank order properties.

A principal disadvantage of structured questions is that potential for interviewer bias is high.

False

Because low response rates increase the probability of response bias, an attempt should always be made to improve the response rate.

False

Evidence pertaining to concomitant variation can only be obtained in a qualitative manner.

False

In non-comparative scales, the scaling of each object is dependent on the others in the stimulus set.

False

Only the nonprobability sampling techniques can be implemented using both types of Internet panels.

False

Paired comparison scaling is useful when the number of brands is large, because it requires direct comparison and overt choice.

False

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

False

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

False

Ratio scales allow proportionate transformations of the form y = bx, where b is a positive constant. One can add an arbitrary constant, as in the case of an interval scale.

False

Social media content available in the public domain is representative and appropriate for use in marketing research.

False

Specify the level of confidence is the first step in the confidence interval approach to determining sample size.

False

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal, ordinal, and ratio data.

False

The number of scale categories used in noncomparative itemized scales is fixed at five.

False

The size of the correlation coefficient, a common measure of relationship between variables in itemized rating scales, is influenced by the number of scale categories. The correlation coefficient increases with a reduction in the number of categories.

False

The social media sampling frame is unbiased and appropriate for use in marketing research.

False

There are three primary scales of measurement: nominal, ordinal, and ratio.

False

When determining the number of scale categories to use in a non-comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required.

False

Which equation is the correct equation for determining the initial sample size?

Final Sampling Size/(incident rate*completion rate)

________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

Magnitude estimation

________ is not constant. It represents transient factors that affect the observed score in different ways each time the measurement is made, such as transient personal or situational factors.

Random error

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

The respondent may not be informed.

A common form of cluster sampling is area sampling, in which the clusters consist of geographic areas such as counties, housing tracts, or blocks.

True

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

True

An analysis of social media content can aid in determining the content, structure, and wording of individual questions.

True

Convenience sampling is the least expensive and least time consuming of all sampling techniques.

True

Experimentation is becoming increasingly important in marketing research, but there are limitations of time, cost, and administration of an experiment.

True

In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.

True

Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

True

Observational forms and questionnaires require adequate pretesting.

True

Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.

True

The Bayesian approach to sampling is theoretically appealing, however, it is not widely used in marketing research because much of the required information on costs and probabilities is not available.

True

The confidence level is the probability that a confidence interval will include the population parameter.

True

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

True

To control for order bias, several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

True

Trend analysis is an attempt to discern a trend between early and late respondents.

True

When determining the sample size, if the population standard deviation, σ is unknown and an estimate is used, the standard deviation should be re-estimated once the sample has been drawn. Next a revised confidence interval should be calculated to determine the precision level actually obtained.

True

When the sample size is 10 percent or more of the population size, the standard error formulas will overestimate the standard deviation of the population mean or proportion. Hence, these should be adjusted by a finite population correction factor.

True

Typically, a questionnaire is only one element of a data-collection package that might also include all of the following except ________.

a data code book

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

a. Comparative scales

Which statement is not true concerning a standard test market?

a. Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program. b. While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market. c. One or more combinations of marketing mix variables (product, price, distribution, and promotional levels) are employed. d. All statements are correct.--CORRECT

________ is an approach for assessing the internal consistency of the set of items when several items are summated in order to form a total score for the scale.

a. Internal consistency reliability

Which survey method has the highest refusal rate?

a. Internet

________ does not allow direct generalizations to a specific population, usually because the population is not defined explicitly.

a. Judgmental sampling

________ is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher.

a. Judgmental sampling

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

a. Opinion formation may not be well crystallized. b. Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. c. In some developing countries, preferences can be best measured by using ordinal scales. d. None of the above statements are incorrect.--CORRECT

________ is a probability sampling technique that uses a two-step process to partition the population into subpopulations, or strata. Elements are selected from each stratum by a random procedure.

a. Stratified sampling

Which statement is not correct about measurement?

a. The placement of individual companies on the annual revenue continuum represents measurement.

Assuming no measurement error, the reliability of an estimate of a population parameter can be assessed in terms of its standard error.

a. True

Examples of a sampling frame include the telephone book, an association directory, a city directory, or a map.

a. True

Nonresponse rates should always be reported and, whenever possible, the effects of nonresponse should be estimated.

a. True

________ is a statistical procedure that attempts to account for nonresponse by assigning differential weights to the data depending on the response rates.

a. Weighting

Which statement is not true about simulated test markets?

a. While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market. b. Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program. c. Both A and B are not true about simulated test markets.--CORRECT

A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________.

a. bias

When estimating a population parameter by using a sample statistic, the ________ is the desired size of the estimating interval. This is the maximum permissible difference between the sample statistic and the population parameter.

a. precision level

A representation of the elements of the target population consisting of a list or set of directions for identifying the target population is a ________

a. sampling frame

The target population should be defined in terms of all of the following except ________.

a. size

The choice between nonprobability and probability samples should be based on all of the following considerations except (Table 11.5 in the text) ________.

a. size of the population

In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the dependent variable that was ________.

a. the likelihood of cashing the coupon

It is not feasible to have large sample sizes when conducting marketing research in social media.

b. False

It is ok to treat nonprobability samples as probability samples and to project the results to a target population.

b. False

The confidence interval approach to sample size determination is based on the construction of confidence intervals around the means or proportions using the standardized variate formula.

b. False

The confidence level is the range into which the true population parameter will fall, assuming a given level of confidence.

b. False

The door-in-the-face attempt at motivating potential respondents is more effective than foot-in-the-door.

b. False

The z value for a point is the number of standard deviations a point is away from the mean.

b. False

Which of the following statements is true about snowball sampling?

b. In snowball sampling an initial group of respondents is selected, usually at random. c. Snowball sampling is used in industrial buyer-seller research to identify buyer-seller pairs. d. Both B and C are true.

Which statement is not true about laboratory experiments?

b. Laboratory experiments are likely to have higher external validity than field experiments

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________

b. Likert scale

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."

b. Q-sort

________ involves measuring the extraneous variables and adjusting for their effects through statistical analysis.

b. Statistical control

In marketing research, attitudinal data obtained from rating scales are often treated as ________ data.

b. interval

Validity can be assessed by examining all of the following except ________.

b. item validity

Probability sampling techniques are uncommon in international marketing research because of all of the following reasons except ________.

b. lack of trained researchers

The mathematical symbols "π" and "p" represent a ________ for the population and the sampling distribution respectively.

b. proportion

Suppose a simple random sample of five hospitals is to be drawn from a population of 20 hospitals. There are 15,504 different samples of size 5 that can be drawn. The relative frequency distribution of the values of the mean of these 15,504 different samples would specify the ________ of the mean.

b. sampling distribution

Wal-Mart is:Powerful -:-:-:-:-X-:-:-: WeakUnreliable -:-:-:-:-:-X-:-: ReliableThe above scale is an example of a ________ scale.

b. semantic differential

Which situation poses ethical concerns for the researcher in terms of preserving the anonymity of the respondents?

b. verbatim quotations in reports to the client c. sampling details that are too revealing d. both B and C

Which of the following is not an objective of a questionnaire?

c. A questionnaire must be easy to use.

A recent study indicated that consumers prefer ________ surveys versus the ________ method of surveys.

c. Internet; telephone

________ is the generation of a continuum upon which measured objects are located.

c. Scaling

________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions.

c. Selection bias

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.

c. Split-half reliability

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used.

c. constant sum

The target population for the department store project was defined as "male or female head of household responsible for most of the shopping at department stores in metro Atlanta in Fall 2016." "Male or female head of household responsible for most of the shopping at department stores" is what part of the target population definition?

c. elements

The statistically determined sample size is the net or ________.

c. final sample size

Which method of improving response rate involves offering potential respondents monetary and non-monetary gifts?

c. incentives

The number of units that will have to be sampled will be determined by the ________.

c. initial sample size

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

c. interval

When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories.

c. nominally

A ________ design to measure the effectiveness of a test commercial for Wal-Mart would be implemented as follows. Respondents are recruited to central theater locations in different test cities. At the central location, respondents are first administered a personal interview to measure, among other things, attitudes toward the store (O1). Then they watch a TV program, the respondents are again administered a personal interview to measure attitudes towards the store (O2). The effectiveness of the test commercial is measured as O2 - O1.

c. one-group pretest-posttest

In marketing research, ________ scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies.

c. ordinal

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

c. range

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

c. semantic differential scale

In ________ the sample size is not known in advance, but a decision rule is stated before the sampling begins. At each stage, this rule indicates whether sampling should be continued or whether enough information has been obtained.

c. sequential sampling

In the department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text). Thus, store number 9 referred to Dillard's and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true?

d. None of the above statements are true

A complete enumeration of the elements of a population or study objects is a ________.

d. census

The percentage of qualified respondents who complete the interview is the ________.

d. completion rate

Which method of improving response rate involves sending potential respondents a letter notifying them of the imminent mail, telephone, personal, or Internet survey?

d. prior notification

In ________ the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.

d. test-retest reliability

In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the independent variable that was manipulated was ________.

d. the value of the coupon (15-cent versus 50-cent coupon)

"Are you in favor of a balanced budget?" is an example of a(n) ________.

implicit assumption

Which of the formulas below would be used to determine the sample size using the formula for the standard error of the mean?

n=(o^2*z^2)/d^2

Which of the following is not one of the suggested modifications of the paired comparison technique?

ranked paired comparisons

The mathematical symbols "σX" and "SX" represent a ________ for the population and the sampling distribution respectively.

standard deviation

Which method of adjusting for nonresponse has the researcher contacting a sub-sample of the nonrespondents; projecting the values obtained from the sub-sample to all respondents; then adjusting the survey results to account for nonresponse?

sub-sampling of nonrespondents

Which method of adjusting for nonresponse involves evaluating the likely effects of nonresponse based on experience and available information?

subjective estimates

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect) and "Do you think soft drinks are readily available when you want to buy them?" (Correct) are examples of situations that pertain to ________.

using ordinary words