Marketing Research - Exam 2

Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? Use an experimental diguise Administer multiple experimental treatment levels to each subject. Use a "blind" experimental administrator. Isolate experimental subjects.

Administer multiple experimental treatment levels to each subject.

When developing multiple-choice alternatives, it is important that the categories. overlap be mutually exclusive be balanced be ambiguous

be mutually exclusive

Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments? the Hawthorne effect confounding constancy of conditions compounding

constancy of conditions

When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in _____________________. content analysis contrived analysis indirect analysis entrapment

content analysis

Observation that involves watching and recording what naturally occurs, without creating an artificial situation, is called ______________ observation.

direct

A single question that really asks two questions at a time is called a (n) ______________________ question.

double barreled

When a researcher claims that the results of a test market in Indianapolis, Indiana, will hold in a national rolllout of the new product, this researcher is claiming _____________. internal validity the repeated measures effect constant error external validity

external validity

Asking general questions before asking specific questions in order to obtain the best idea of the true overall impression is known as the _______________ technique.

funnel

Match the example to the level of scale demonstrated: Nominal:

gender

The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _________________. a repeated measures study internal validity external validity a matching study

internal validity

Questions that suggest or imply a certain answer are called ________________.

leading

Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience? history effect testing effect selection effect maturation effect

maturation effect

____________________ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way. measurement research analysis reliability

measurement

When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) __________effect has occurred. mortality history instrumentation confounding

mortality

Observing the movement of a shopper in a supermarket is an example of what type of obesrvation? mall intercept verbal behavior temporal patterns physical actions

physical actions

Match the example to the level of scale demonstrated: Ordinal:

rankings

The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the questionnaire is ______________.

relevant

Which of the following is an indicator of a measure's internal consistency? validity reliability sensitivity regression

reliability

Match the example to the level of scale demonstrated: Ratio:

sales volume

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 sampling error experimenter bias subject bia

systematic error

Match the example to the level of scale demonstrated: Interval:

temperatures

Attitudes cannot be directly observed but can be inferred from other measures. True False

true

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? physical objects spatial tensions verbal behavior internet activities

verbal behavior

"I hate asparagus" is an example of which component of an attitude toward asparagus? affective cognitive motivation perceptive

affective

Words like often, frequently, regularly, and poor should be avoided on surveys because they are considered ___________.

ambiguous/general

It is advisable to include demographic questions at the beginning of a survey is the best option to ensure respondents are comfortable with taking the survey. True False

true

Which experimental research design involves repeated measures? within-subjects design between-subjects design squared-subjects design interdependent-subjects design

within-subjects design

In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable. True False

False

Secondary data may use different scales or units of measurement than what the researcher needs or desires. In these situations, the secondary data should not be used. True False

False

To demonstrate his or her knowledge, it is important that a researcher include technical jargon in the questions developed. True False

False

When respondents are asked to rank items based on their preferences it is called a nominal scale. True False

False

The question, "Have you ever received a speeding ticket? ____ Yes _____No", is followed by a question: "When did you receive this ticket?" if the respondent answers yes to the first question. In this situation, the first question serves as a ______________ question. double-barreled filter anchoring leading

Filter

Your text discusses advantages of secondary data. List the primary advantage and 2 additional advantages.

Readily available Faster Less Expensive

Which statement about scanner data is FALSE, as compared to standard mail diary panel data? Scanner data measures (actual) purchase behavior rather than reported behavior. Scanner data measures are considered to be extremely obtrusive. Scanner data collects more extensive purchase data. Scanner data are collected mechanically, resulting in improved accuracy.

Scanner data measures are considered to be extremely obtrusive.

A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer. True False

True

With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible. True False

True

Which characteristic is a key difference between ratio and interval level scales? number of items absolute zero number of intervals nominal values

absolute zero

Age, gender, and brand loyalty are all examples of ________________. concepts scales ratios codes

concepts

Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? primary experimental design basic experimental design factorial experimental design counterbalanced experimental design

basic experimental design