MKT 3356 Exam 2 TTU
compared to open-ended response questions, fixed-alternative questions - take less time - are easier for the respondent to answer - require less interviewer skill - all of these choices
all of these choices
which of the following are possible test units in a marketing research study? - people - sales territories - retail stores - all of the choices
all of these choices
all of the following are ways to increase response rates for mail surveys EXCEPT
always revealing the sponsor of the research
the idea that the first concept measured on a questionnaire frequently becomes a comparison point from which subsequent questions are evaluated by the respondents, is known as a(n)
anchoring effect
all of the following are observable phenomena except
attitudes
when "Out of sight, out of mind" was translated into a foreign language, and then was translated back into English by a language expert in that language to become: "Invisible things are insane," this was an example of
back translation
"I plan to buy a new digital camera sometime in the next three months" is an aspect of which component of an attitude?
behavioral
what is the difference between a blocking variable and a covariate?
blocking variables are categorial variables and covariates are continuous variables
the most commonly applied estimate of a composite scale's reliability is
coefficient alpha
which attitude component represents a person's awareness and knowledge of the relative matter?
cognitive
age, gender, brand loyalty, and corporate culture are all examples of
concepts
another name for face validity is _______ validity
content
________ is the systematic observation and quantitative description of the manifest content of communication
content analysis
measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range are called
continuous measures
when a food company tests a new product by having one group of experimental subjects taste this product first and then taste a competitor's product second, while a second group of experimental subjects tastes these two products in the reverse order, the experimental design has been
counterbalanced
which of the following is critical when conducting experimental research because it allows researchers to return subjects to normal?
debriefing
demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect?
demand
when 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
direct observation
all of the following are errors associated with direct observation EXCEPT
entrapment
which of the following is present when the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her?
experimenter bias
an experiment examining the interaction effects of the presence of police cars and the presence of speeding camera on the number of speeding tickets issued is an example of which type of experimental design?
factorial experimental design
a construct is a term used for concepts that are measured with single variables.
false
funneling software allows question answers from previous questions to be inserted into later questions in an Internet survey.
false
how many choices do researchers commonly use when using Likert scales?
five
which of the following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon?
frequency-determination question
which type of effect occurs when a change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable?
history effect
the two approaches that marketer reachers conduct surveys are referred to as
interactive and noninteractive
which of the following survey methods offers the lowest degree of respondent anonymity?
mall intercept survey
all of the following are experimental design issues EXCEPT
manipulation of the dependent variable
when Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, this is an example of what type of observation?
mechanical observation
dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be
mutually exclusive
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 called a(n)
no contact
"Name five brands of toothpaste" is an example of what type of question?
open-ended response
which type of scale is, at the most, a ranking scale?
ordinal
observing a person's television viewing habits is an example of which type of observation?
physical actions
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 any of the herb of interest in the study. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect due to the psychological impact that goes along with knowledge that a treatment has been administered is called a(n)
placebo effect
_____ refers to some true value of a phenomenon within a population
population parameter
a tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research is referred to as
preliminary tabulation
which of the following measures physiological reactions?
pupilometer
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. The recorded choice time is referred to as
response latency
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
surveys in which the respondent takes the responsibility for reading and answering questions are called
self-administered questionnaires
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
observing traffic patterns at a busy intersection with cameras is an example of what type of observation?
spatial relations and locations
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
which of the following is FALSE regarding mobile phone interviews?
telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe
which of the following occurs when respondents believe that past events happened more recently than they actually did?
telescoping
a multiple-grid question includes several questions of the same format all arranged in a grid formal
true
hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.
true
which type of scale is the following? ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied
unbalanced