MKT 6-10

2 55) According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

A Diff: 1 Page Ref: 193

3 64) Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

A Diff: 1 Page Ref: 199-200

3 67) ________ refers to an extraneous variable involving changes in the measuring instrument or in the observers or scores themselves. A) Instrumentation B) Statistical regression C) Selection bias D) None of the above

A Diff: 1 Page Ref: 224

4 72) 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. A) constant sum B) q-sort C) paired comparison D) rank order

A Diff: 1 Page Ref: 260

4 71) ________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

A Diff: 1 Page Ref: 260

1 58) A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

A Diff: 1 Page Ref: 278-279

3 88) ________ 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 B) Split-half reliability C) Test-retest reliability D) Alternative-forms reliability

A Diff: 1 Page Ref: 287

3 97) ________ is a type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale. A) Construct validity B) Content validity C) Criterion validity D) Internal consistency validity

A Diff: 1 Page Ref: 288

2 63) If you are deciding between personal interviews or computer-assisted interviewing, you are at which step of the questionnaire design process? A) Specify the type of interviewing method. B) Determine the content of individual questions. C) Arrange the questions in proper order. D) Eliminate bugs by pretesting.

A Diff: 1 Page Ref: 305-306

2 85) Which of the following statements is not a disadvantage of structured questions? A) Coding and processing of data are much less costly and time consuming. B) Considerable effort is required to design effective multiple choice questions. C) Showing respondents the list of possible answers produces biased responses. D) It is difficult to obtain information on alternatives not listed.

A Diff: 1 Page Ref: 312-313 AACSB: Reflective Thinking

1 37) Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil? A) traditional telephone B) in-home C) computer-assisted telephone interviewing (CATI) D) Internet

A Diff: 2 Page Ref: 180

1 46) The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________. A) flexibility of data collection B) sample control C) response rate D) control of data collection environment

A Diff: 2 Page Ref: 189

2 54) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria? A) traditional telephone interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews

A Diff: 2 Page Ref: 190 AACSB: Reflective Thinking

3 69) Which of the following marketing applications is not an example of trace analysis? A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years. B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. C) The age and condition of cars in a parking lot were used to assess the affluence of customers. D) The magazines people donated to charity were used to determine people's favorite magazines.

A Diff: 2 Page Ref: 203 AACSB: Analytic Skills

1 49) The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to ________. A) the time order of occurrence of variables B) the role of evidence C) concomitant variation D) the elimination of other possible factors

A Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 50) Which of the following statements is not true concerning the time order of occurrence of variables? A) In an after-the-fact examination of the situation, we can never confidently rule out all other causal factors. B) The causing event must occur either before or simultaneously with the effect; it cannot occur afterwards. C) An effect cannot be produced by an event that occurs after the effect has taken place. D) It is possible for each event in a relationship to be both a cause and an effect of the other event.

A Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

2 63) ________ is a determination of whether the cause-and-effect relationships found in the experiment can be generalized. Can the results be generalized beyond the experimental situation and if so, to what populations, settings, times, independent variables and dependent variables can the results be projected? A) External validity B) Extraneous validity C) Internal validity D) None of the above

A Diff: 2 Page Ref: 222-223 AACSB: Reflective Thinking

4 82) The static group is a two-group experimental design. One group, called the ________, is exposed to the treatment, and the other, called the ________, is not. Measurements on both groups are made only after the treatment, and test units are not assigned at random. A) experimental group (EG); control group (CG) B) experimental group (EG); random group (RG) C) pretest group (PG); control group (CG) D) control group (CG); experimental group (EG)

A Diff: 2 Page Ref: 228 AACSB: Analytic Skills

4 76) ________ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation. A) Quasi-experimental designs B) True experimental designs C) Statistical designs D) Preexperimental designs

A Diff: 2 Page Ref: 230 AACSB: Analytic Skills

4 91) ________ is a statistical design in which the test units are blocked on the basis of an external variable to ensure that the various experimental and control groups are matched closely on that variable. A) Randomized block design B) Latin square design C) Factorial design D) Solomon four-group design

A Diff: 2 Page Ref: 233

6 105) A ________ is a quasi-test market in which respondents are pre-selected, then interviewed and observed on their purchases and attitudes toward the product. A) Simulated test market B) Partial test market C) Controlled test market D) Standard test market

A Diff: 2 Page Ref: 237-239

1 40) Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores. A) Measurement; Scaling B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement

A Diff: 2 Page Ref: 250

3 42) When a ________ scale is used for the purpose of identification, there is a strict one-to-one correspondence between the numbers and the objects. A) nominal B) ordinal C) interval D) ratio

A Diff: 2 Page Ref: 252

3 48) ________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object. A) Ordinal scale B) Interval scale C) Ratio scale D) Nominal scale

A Diff: 2 Page Ref: 254

4 57) Which of the following statements is not true about the comparative scales technique? A) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. B) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. C) Comparative scaling is also referred to as non-metric scaling. D) Comparative scales include paired comparisons, rank order, and constant sum scales.

A Diff: 2 Page Ref: 257

4 59) The disadvantages of comparative scaling includes all of the following except ________. A) the resulting data are generally assumed to be interval or ratio scaled B) the inability to generalize beyond the stimulus objects scaled C) the ordinal nature of the data D) None of the above are disadvantages.

A Diff: 2 Page Ref: 257

1 47) How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a ________. A) continuous rating scale B) Stapel scale C) Semantic differential scale D) Likert scale

A Diff: 2 Page Ref: 274-275

2 71) The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text). A) attitude B) satisfaction C) purchase frequency D) purchase intent

A Diff: 2 Page Ref: 283

2 75) Validity can be assessed by examining all of the following except ________. A) item validity B) content validity C) criterion validity D) construct validity

A Diff: 2 Page Ref: 285

3 80) ________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text). A) Systematic error B) Measurement error C) Random error D) Variable error

A Diff: 2 Page Ref: 286

2 61) A ________ describes how the analysis will be structured once the data have been collected. A) dummy table B) analysis table C) dummy plan D) none of the above

A Diff: 2 Page Ref: 304

2 75) 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 B) context C) sensitive information D) increasing the willingness of the respondent

A Diff: 2 Page Ref: 309-311 AACSB: Analytic Skills

2 73) Which of the following is not a reason why a respondent might be unwilling to answer a particular question? A) The respondent may not be informed. B) Too much effort is required. C) The situation or context may not seem appropriate for disclosure. D) No legitimate purpose or need for the information requested is apparent.

A Diff: 2 Page Ref: 309-311 AACSB: Reflective Thinking

2 84) When developing questionnaire questions, if you are considering order position bias and the set of all possible response alternatives, you are developing ________ questions. A) multiple choice B) dichotomous C) scale D) branching

A Diff: 2 Page Ref: 312

2 89) When developing a questionnaire, the six Ws (who, what, when, where, why, and way) are used when ________. A) defining the issue B) choosing question wording C) avoiding generalizations and estimates D) determining the content of individual questions

A Diff: 2 Page Ref: 314

2 49) Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions. Which two additional methods are also shown as high on the diversity of question criteria? A) in-home interviews; computer assisted personal interviews (CAPI) B) in-home interviews; computer assisted telephone interviews (CATI) C) Internet; computer assisted telephone interviews (CATI) D) computer assisted telephone interviews (CATI); mall-intercept interviews

A Diff: 3 Page Ref: 190 AACSB: Reflective Thinking

1 60) Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously? A) R X1 O1 R X2 O2 B) R X1 O1 O2 X2 O2 C) X O1 O2 X O1 O2 D) R X1 O1 R X1 O1

A Diff: 3 Page Ref: 222

3 70) ________ refers to an extraneous variable attributable to the loss of test units while the experiment is in progress. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

A Diff: 3 Page Ref: 225

3 73) If in test marketing a new product, the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution, more than likely, the researcher used ________ to help control for extraneous variables. A) design control B) statistical control C) randomization D) matching

A Diff: 3 Page Ref: 226

4 85) In the posttest-only control group design, the treatment effect (TE) is obtained by ________. A) TE= O1 - O2 B) TE= (O1 - O2) - (O3 - O4) C) TE= (O2 - O1) - (O4 - O3) D) TE= O1

A Diff: 3 Page Ref: 229 AACSB: Analytic Skills

3 45) Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)? A) range B) mode C) rank order correlation D) all of the above

A Diff: 3 Page Ref: 253

4 76) When using Q-sort scaling ________ to ________ objects is a reasonable range. A) 60; 90 B) 90; 140 C) 60; 140 D) 40; 60

A Diff: 3 Page Ref: 262

1 57) The Likert scale has several advantages. Which of the following is not an advantage? A) It does not require a pretest of the adjectives or phrases to ensure bipolarity. B) Respondents readily understand how to use the scale. C) It is suitable for mail, telephone, or personal interviews. D) It is easy to construct and administer.

A Diff: 3 Page Ref: 275 AACSB: Reflective Thinking

3 85) In ________ the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability. A) test-retest reliability B) internal consistency reliability C) coefficient alpha D) coefficient beta

A Diff: 3 Page Ref: 286-287 AACSB: Analytic Skills

3 87) Which of the following is not a problem with alternative-forms reliability? A) The results will depend on how the scale items are split. B) It is time consuming and expensive to construct an equivalent form of the scale. C) It is difficult to construct two equivalent forms of a scale. D) Both B and C are correct.

A Diff: 3 Page Ref: 287 AACSB: Analytic Skills

3 91) ________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors. A) Validity B) Generalizability C) Reliability D) None of the above

A Diff: 3 Page Ref: 288

3 98) ________ is a measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct. A) Convergent validity B) Discriminant validity C) Nomological validity D) Concurrent validity

A Diff: 3 Page Ref: 289

2 68) Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________. A) attributes of the product; influences leading to knowledge of the product B) attributes of the product; how the product is used C) how the product is used; influences leading to knowledge of the product D) none of the above

A Diff: 3 Page Ref: 307 AACSB: Reflective Thinking

2 96) "Are you in favor of a balanced budget?" is an example of a(n) ________. A) implicit assumption B) implicit alternative C) generalization D) All of the above are correct.

A Diff: 3 Page Ref: 316

2 93) A ________ is a question that gives the respondent a clue as to what answer is desired or leads the respondent to answer in a certain way. A) leading question B) implicit alternative C) filter question D) structured question

A Diff: 3 Page Ref: 316

2 51) The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________. A) flexibility of data collection B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment

B Diff: 1 Page Ref: 191

2 57) The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons? A) the speed with which the questionnaire can be created B) the speed with which the incentive is sent C) the speed with which the questionnaire is distributed to respondents D) the speed with which the data are returned

B Diff: 1 Page Ref: 194-195 AACSB: Reflective Thinking

3 72) ________ involves measuring the extraneous variables and adjusting for their effects through statistical analysis. A) Design control B) Statistical control C) Randomization D) Matching

B Diff: 1 Page Ref: 225-226

3 49) The rankings of teams in a tournament constitute a ________ scale. A) nominal B) ordinal C) interval D) ratio

B Diff: 1 Page Ref: 254

4 70) ________ scaling and ________ scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense. A) Paired comparison; constant sum B) Rank order; paired comparison C) Rank order; constant sum D) Q-sort; constant sum

B Diff: 1 Page Ref: 259

4 74) ________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

B Diff: 1 Page Ref: 262

1 52) A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

B Diff: 1 Page Ref: 276-277

2 70) Deciding whether to present scales as vertical or horizontal is related to which of the non-comparative itemized rating scale decisions? A) number of scale categories B) physical form or configuration C) odd or even number of categories D) nature and degree of verbal description

B Diff: 1 Page Ref: 281

3 89) ________ 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. A) Internal consistency reliability B) Split-half reliability C) Test-retest reliability D) Alternative-forms reliability

B Diff: 1 Page Ref: 287

3 102) ________ is the degree to which a study based on a sample applies to a universe of generalizations. A) Validity B) Generalizability C) Reliability D) None of the above

B Diff: 1 Page Ref: 289-290

2 82) ________ specify the set of response alternatives and the response format. A) Filter questions B) Structured questions C) Unstructured questions D) Branching questions

B Diff: 1 Page Ref: 312

34) Questions that require respondents to choose from a set of predetermined answers are ________ questions. A) dual response B) fixed alternative C) open-ended D) none of the above

B Diff: 2 Page Ref: 179

1 36) Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text). A) in-home B) computer-assisted telephone interviews (CATI) C) both A and B are correct D) none of the above

B Diff: 2 Page Ref: 180

1 42) Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text). A) outgoing envelope B) cover letter C) questionnaire D) incentive

B Diff: 2 Page Ref: 185

2 48) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria? A) in-home interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews

B Diff: 2 Page Ref: 190 AACSB: Reflective Thinking

2 53) According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

B Diff: 2 Page Ref: 194

3 63) In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

B Diff: 2 Page Ref: 199 AACSB: Analytic Skills

5 74) The most serious disadvantage of observation is ________. A) if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities.

B Diff: 2 Page Ref: 205

1 47) The conditions that must be satisfied before making causal inferences include all of the following except ________. A) time order of occurrence of variables B) role of evidence C) concomitant variation D) elimination of other possible factors

B Diff: 2 Page Ref: 218 AACSB: Reflective Thinking

1 52) When considering ________, accumulated evidence from several investigations increases our confidence that a causal relationship exists. A) the time order of occurrence of variables B) the role of evidence C) concomitant variation D) the elimination of other possible factors

B Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 55) 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 ________. A) brand usage B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the coupon D) individual shoppers

B Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills

1 59) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the process of observation or measurement of the dependent variable on the test units or group of units? A) T B) O C) R D) X

B Diff: 2 Page Ref: 222

4 79) The one-group pretest-posttest design may be symbolized as O1 X2 O2. In this design, a group of test units is measured ________. A) once B) twice C) not at all D) none of the above

B Diff: 2 Page Ref: 227 AACSB: Analytic Skills

4 75) Pretest-posttest control group and Solomon four-group designs are ________ distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups. A) quasi-experimental designs B) true experimental designs C) statistical designs D) preexperimental designs

B Diff: 2 Page Ref: 228 AACSB: Analytic Skills

4 93) ________ is a statistical design that allows for the statistical control of two non-interacting external variables in addition to the manipulation of the independent variable. A) Randomized block design B) Latin square design C) Factorial design D) Solomon four-group design

B Diff: 2 Page Ref: 233

37) ________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules. A) Ranking B) Measurement C) Scaling D) Rating

B Diff: 2 Page Ref: 250

3 50) 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. A) nominal B) ordinal C) interval D) ratio

B Diff: 2 Page Ref: 254

3 51) ________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured. A) Ordinal scale B) Interval scale C) Ratio scale D) Nominal scale

B Diff: 2 Page Ref: 254-255

3 56) ________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another. A) Preference scales B) Comparative scales C) Non-comparative scales D) None of the above

B Diff: 2 Page Ref: 257

4 75) ________ 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." A) Constant sum B) Q-sort C) Paired comparison D) Rank order

B Diff: 2 Page Ref: 262

2 73) ________ is the first step in developing a multi-item scale. ________ is the last step. A) Generate an initial pool of items; Prepare the final scale B) Develop a theory; Prepare a final scale C) Develop a theory; Develop a purified scale D) Generate an initial pool of items; Develop a purified scale

B Diff: 2 Page Ref: 284

3 77) Which of the following is not an approach to assess multi-item scale reliability? A) test-retest reliability B) construct reliability C) alternative forms reliability D) internal consistency reliability

B Diff: 2 Page Ref: 286

3 90) ________ is a measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items. A) Coefficient delta B) Coefficient alpha C) Coefficient beta D) Coefficient eta

B Diff: 2 Page Ref: 287

3 96) To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time. A) convergent validity B) predictive validity C) concurrent validity D) discriminant validity

B Diff: 2 Page Ref: 288

54) According to your test, SurveySite recruited 87 American and Canadian Web sites to participate in a study to determine what design features and experiences make visitors return to a site. The results of the survey found that ________ was the most important factor in determining whether or not a site would receive repeat visit visitors. A) whether or not the respondent found the site visit enjoyable B) content C) quality of the organization of the site and its degree of uniqueness D) frivolous content

B Diff: 2 Page Ref: 302 AACSB: Use of IT

1 56) Which of the following is not an objective of a questionnaire? A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. B) A questionnaire must be easy to use. C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. D) A questionnaire should minimize response error.

B Diff: 2 Page Ref: 303

2 87) ________ is the translation of the desired question content and structure into words that respondents can clearly and easily understand. A) The questionnaire design process B) Question wording C) Overcoming inability to answer D) Determining the content of individual questions

B Diff: 2 Page Ref: 314

2 88) When developing a questionnaire, the following guidelines: (1) use positive and negative statements, (2) avoid implicit alternatives, and (3) avoid leading questions, are used when ________. A) arranging questions in proper order B) choosing question wording C) designing questions to overcome the respondent's inability to answer D) determining the content of individual questions

B Diff: 2 Page Ref: 314

2 104) ________ are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given. A) Leading questions B) Branching questions C) Opening questions D) Multiple choice questions

B Diff: 2 Page Ref: 319

2 106) Which of the following practices should be avoided when reproducing the questionnaire? A) If the printed questionnaire runs to several pages, it should take the form of a booklet. B) Sideways formatting and splitting should be done to conserve space. C) Directions or instructions should be placed as close to the questions as possible. D) Surveys directed at different respondent groups can be reproduced on different colored paper.

B Diff: 2 Page Ref: 321 AACSB: Reflective Thinking

2 109) Observational forms should specify the who, what, and when of the behavior to be observed. The forms should also specify all of the items below except A) where B) whether C) why D) way

B Diff: 2 Page Ref: 326

3 61) When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he would act just like a customer. He would note how the cameras were displayed and how the clerks served customers. Canon utilized ________, ________ observation in a ________ setting. A) unstructured; disguised; contrived B) unstructured; disguised; natural C) structured; undisguised; natural D) structured; undisguised; contrived

B Diff: 3 Page Ref: 198 AACSB: Analytic Skills

4 71) Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis? A) because the variables are precisely defined B) because the phenomenon to be observed can be recorded continuously C) because the data are quantitative D) because statistical analysis is conducted

B Diff: 3 Page Ref: 204 AACSB: Reflective Thinking

3 68) ________ refers to an extraneous variable that occurs when test units with extreme scores move closer to the average score during the course of the experiment. A) Instrumentation B) Statistical regression C) Selection bias D) None of the above

B Diff: 3 Page Ref: 224

3 66) ________ refers to an effect in which a prior measurement affects the test unit's response to the independent variable. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

B Diff: 3 Page Ref: 224

4 83) In the pretest-posttest control group design shown above, selection bias is eliminated by ________. A) design control B) randomization C) matching D) statistical control

B Diff: 3 Page Ref: 228-229 AACSB: Analytic Skills

4 88) The major weakness of the time series design is the failure to control ________. A) mortality B) history C) selection bias D) instrumentation

B Diff: 3 Page Ref: 230

4 89) The effectiveness of a test commercial (X) may be examined by broadcasting the commercial a predetermined number of times and examining the data from a preexisting test panel. Although the marketer can control the scheduling of the test commercial, it is uncertain when or whether the panel members are exposed to it. The panel members' purchases before, during, and after the campaign are examined to determine whether the test commercial has a short-term effect, a long-term effect, or no effect. A ________ design was used in this research project. A) pretest-posttest control group B) time series C) one-group pretest-posttest design D) multiple time series design

B Diff: 3 Page Ref: 230-231 AACSB: Analytic Skills

3 46) Which of the following statistics is not permissible for interval data (Table 8.1 in the text)? A) factor analysis B) harmonic mean C) binomial test D) t-tests

B Diff: 3 Page Ref: 253

4 62) Which of the following is not a type of non-comparative scale? A) semantic differential B) constant sum C) Likert D) both A and C

B Diff: 3 Page Ref: 257

4 63) Which of the following is a type of comparative scale? A) continuous rating B) constant sum C) itemized rating D) both A and C

B Diff: 3 Page Ref: 257

4 67) The most common method of taste testing is paired comparison. A minimum of ________ responses is considered an adequate sample. A) 500 B) 1000 C) 2000 D) 4000

B Diff: 3 Page Ref: 259

4 77) ________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion. A) Q-sort scaling B) Magnitude estimation C) Guttman scaling D) Constant sum scaling

B Diff: 3 Page Ref: 262

1 56) Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

B Diff: 3 Page Ref: 277 AACSB: Reflective Thinking

1 64) The ________ is confusing and difficult to apply. It is the least used of the itemized scales. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

B Diff: 3 Page Ref: 279

1 62) Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category? A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

B Diff: 3 Page Ref: 279

2 66) Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale? A) Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. B) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. C) If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. D) How the data are to be analyzed and used should also influence the number of categories.

B Diff: 3 Page Ref: 280 AACSB: Reflective Thinking

3 76) ________ is the variation in the information sought by the researcher and the information generated by the measurement process employed. A) Systematic error B) Measurement error C) Random error D) Variable error

B Diff: 3 Page Ref: 286

3 86) There are several problems associated with the test-retest approach to determining reliability. If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk, then there is a problem with ________. A) the time interval between testing B) the initial measurement altering the characteristic being measured C) it being impossible to make repeated measurements D) the first measurement having a carryover effect to the second or subsequent measurements

B Diff: 3 Page Ref: 286-287 AACSB: Analytic Skills

3 92) ________ is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand. A) Construct validity B) Content validity C) Criterion validity D) Internal consistency validity

B Diff: 3 Page Ref: 288

3 93) A scale designed to measure store image would be considered inadequate if it omitted any of the major dimensions (quality, variety, assortment of merchandise, etc.). This inadequacy would be reflected in the ________ of the scale. A) construct validity B) content validity C) criterion validity D) internal consistency validity

B Diff: 3 Page Ref: 288 AACSB: Analytic Skills

3 99) ________ is a type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ. A) Convergent validity B) Discriminant validity C) Nomological validity D) Concurrent validity

B Diff: 3 Page Ref: 289

2 79) Which of the following statements is not an advantage of unstructured questions? A) Unstructured questions are good as first questions on a topic. B) Implicitly, unstructured questions give extra weight to respondents who are more articulate. C) Unstructured questions have a much less biasing influence on response than structured questions. D) Unstructured questions are useful in exploratory research.

B Diff: 3 Page Ref: 311 AACSB: Reflective Thinking

2 92) When developing a questionnaire, if the researcher is asking him/herself if the word means what he/she intended; if it has any other meanings; if the word has more than one pronunciation; or if a simpler phrase is suggested, then he/she is probably concerned with ________. A) avoiding leading questions B) avoiding ambiguous words C) using defining the issue D) using ordinary words

B Diff: 3 Page Ref: 315

2 95) "Do you like to fly when traveling short distances?" is an example of a(n) ________. A) implicit assumption B) implicit alternative C) generalization D) All of the above are correct.

B Diff: 3 Page Ref: 316

2 101) ________ is a type of information obtained in a questionnaire that includes name, address, and phone number. A) Qualifying information B) Identification information C) Basic information D) Classification information

B Diff: 3 Page Ref: 317-319

1 35) Which of the following is a disadvantage of the survey method of data collection? A) The questionnaire is simple to administer. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Wording questions properly is not easy. D) Coding, analysis, and interpretation of data are relatively simple.

C Diff: 1 Page Ref: 179

1 38) ________ interviewing uses a computerized questionnaire administered to respondents over the telephone. A) Traditional telephone B) In-home C) Computer-assisted telephone interviews (CATI) D) Internet

C Diff: 1 Page Ref: 180

2 56) According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

C Diff: 1 Page Ref: 195

3 66) In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images. A) mechanical observation B) personal observation C) content analysis D) trace analysis

C Diff: 1 Page Ref: 201-202 AACSB: Analytic Skills

3 71) If the experimental design called for the respondents to be randomly assigned to one of three experimental groups and for one of three versions of a test commercial to be randomly administered to each group, this design would be using ________. A) design control B) statistical control C) randomization D) matching

C Diff: 1 Page Ref: 225 AACSB: Analytic Skills

3 54) The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values. A) ordinal scale B) interval scale C) ratio scale D) nominal scale

C Diff: 1 Page Ref: 256

4 64) ________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained is ordinal in nature. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

C Diff: 1 Page Ref: 257

46) In a ________, respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

C Diff: 1 Page Ref: 274

1 59) Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale. A) continuous rating B) Stapel C) semantic differential D) Likert

C Diff: 1 Page Ref: 278-279

2 66) A ________ is a single question that attempts to cover two issues. A) structured question B) dichotomous question C) double-barreled question D) branching question

C Diff: 1 Page Ref: 307

2 77) ________ refer to open-ended questions that respondents answer in their own words. A) Dichotomous questions B) Structured questions C) Unstructured questions D) Branching questions

C Diff: 1 Page Ref: 311

2 80) Which of the following statements is not a disadvantage of unstructured questions? A) Unstructured questions are not suitable for self-administered questionnaires. B) Coding of responses is costly and time consuming. C) Unstructured questions have a much less biasing influence on response than structured questions. D) Implicitly, unstructured questions give extra weight to respondents who are more articulate.

C Diff: 1 Page Ref: 311 AACSB: Reflective Thinking

2 91) Which of the words below is an ambiguous word? A) once B) never C) often D) none of the above

C Diff: 1 Page Ref: 315

1 39) Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) Multiple questions appear on the screen at one time. D) Interim and update reports on data collection or results can be provided almost instantaneously.

C Diff: 2 Page Ref: 180-181 AACSB: Reflective Thinking

1 41) Which personal interviewing method utilizes help screens and courteous error messages? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail

C Diff: 2 Page Ref: 184

3 59) ________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation

C Diff: 2 Page Ref: 198

3 62) Which statement is not true about natural observation? A) The observed phenomenon will more accurately reflect the true phenomenon. B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. C) A test kitchen set up in a shopping mall would be used in a natural observation. D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.

C Diff: 2 Page Ref: 198 AACSB: Reflective Thinking

4 72) ________ is a method of last resort. A) The mail interview B) Content analysis C) Trace analysis D) The mall intercept interview

C Diff: 2 Page Ref: 204

5 75) Which of the following statements is true about ethnographic research? A) It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. B) Sometimes audio and visual recordings are obtained. C) Both A and B are correct. D) None are correct.

C Diff: 2 Page Ref: 206

1 48) ________ is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration. A) The time order of occurrence of variables B) The role of evidence C) Concomitant variation D) The elimination of other possible factors

C Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 54) 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) brand usage B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the coupon D) individual shoppers

C Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills

1 58) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the random assignment of test units or groups to separate treatments? A) T B) O C) R D) X

C Diff: 2 Page Ref: 222

1 61) ________ is a measure of accuracy of an experiment. It measures whether the manipulation of the independent variables, or treatments, actually caused the effects on the dependent variable(s). A) External validity B) Extraneous validity C) Internal validity D) None of the above

C Diff: 2 Page Ref: 222-223

2 64) ________ refers to an extraneous variable attributable to changes in the test units themselves that occur with the passage of time. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

C Diff: 2 Page Ref: 223-224

3 69) ________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions. A) Instrumentation B) Statistical regression C) Selection bias D) None of the above

C Diff: 2 Page Ref: 224-225

4 77) ________ allow for the statistical control and analysis of external variables. A) Quasi-experimental designs B) True experimental designs C) Statistical designs D) Preexperimental designs

C Diff: 2 Page Ref: 231-232

4 95) ________ is a statistical experimental design that is used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables. A) Randomized block design B) Latin square design C) Factorial design D) Solomon four-group design

C Diff: 2 Page Ref: 234-235

6 104) A ________ is a test marketing program conducted by an outside research company in field experimentation. The research company guarantees distribution of the product in retail outlets that represent a pre-determined percentage of the market. A) Simulated test market B) Partial test market C) Controlled test market D) Standard test market

C Diff: 2 Page Ref: 237-239

8 108) Which of the following is not true about the debriefing procedure? A) After the data have been collected, the true purpose of the study and the nature of the disguise should be fully explained to the respondents and they should be given an opportunity to withdraw their information. B) Debriefing can alleviate stress and make the experiment a learning experience for the respondents. C) Inform the respondents at the beginning that the experiment has been disguised. D) Both A and C are not true.

C Diff: 2 Page Ref: 241-242 AACSB: Ethical Reasoning

1 39) Which statement is not correct about measurement? A) The assignment of numbers to characteristics must be isomorphic. B) The rules for assigning numbers should be standardized and applied uniformly. C) The placement of individual companies on the annual revenue continuum represents measurement. D) All of the above statements are not true.

C Diff: 2 Page Ref: 250

1 38) ________ is the generation of a continuum upon which measured objects are located. A) Ranking B) Measurement C) Scaling D) Rating

C Diff: 2 Page Ref: 250

3 43) When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories. A) ordinally B) intervally C) nominally D) ratio scale

C Diff: 2 Page Ref: 252

4 58) The benefits of comparative scaling includes all of the following except ________. A) comparative scales involve fewer theoretical assumptions B) comparative scales are easily understood and can be applied easily C) comparative scales tend to reduce halo or carryover effects from one judgment to another D) small differences between stimulus objects can be detected

C Diff: 2 Page Ref: 257

4 61) ________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) Preference scales B) Comparative scales C) Non-comparative scales D) None of the above

C Diff: 2 Page Ref: 257

1 51) Which of the following statements does not pertain to non-comparative scales? A) Noncomparative scales are often referred to as monadic scales. B) Respondents using a non-comparative scale employ whatever rating standard seems appropriate. C) Data must be interpreted in relative terms and have only ordinal or rank order properties. D) Non-comparative techniques consist of continuous and itemized rating scales.

C Diff: 2 Page Ref: 273-275 AACSB: Reflective Thinking

1 65) Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions? A) the number of scale categories to use B) forced versus non-forced choice C) the order of the scale questions D) balanced versus unbalanced scales

C Diff: 2 Page Ref: 280 AACSB: Reflective Thinking

2 72) The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text). A) attitude B) satisfaction C) purchase frequency D) purchase intent

C Diff: 2 Page Ref: 283

2 74) A multi-item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except ________. A) reliability B) generalizability C) stability D) validity

C Diff: 2 Page Ref: 284

3 81) ________ 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. A) Systematic error B) Measurement error C) Random error D) Variable error

C Diff: 2 Page Ref: 286

3 78) XO = XT + XS + XR In the true score model shown above, XT represents ________. A) random error B) the observed score or measurement C) the true score of the characteristic D) systematic error

C Diff: 2 Page Ref: 286 AACSB: Analytic Skills

3 84) ________ is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible. A) Internal consistency reliability B) Split-half reliability C) Test-retest reliability D) Alternative-forms reliability

C Diff: 2 Page Ref: 286-287

3 95) ________ is assessed when the data on the scale being evaluated on the criterion variables are collected at the same time. A) Convergent validity B) Predictive validity C) Concurrent validity D) Discriminant validity

C Diff: 2 Page Ref: 288

3 101) Which statement is not true regarding the relationship between reliability and validity? A) If a measure is perfectly valid, it is also perfectly reliable. B) Unreliability implies invalidity. C) If a measure is perfectly reliable, it is perfectly valid. D) Reliability is a necessary, but not sufficient, condition for validity.

C Diff: 2 Page Ref: 289 AACSB: Reflective Thinking

4 106) 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) generalizability B) bias C) validity D) none of the above

C Diff: 2 Page Ref: 291 AACSB: Ethical Reasoning

2 58) The great weakness of questionnaire design is lack of ________. A) precision B) accuracy C) theory D) consensus

C Diff: 2 Page Ref: 303

2 59) The first step in the questionnaire design process is ________. A) specify the type of interview method B) identify the form and layout C) specify the information needed D) determine the content of individual questions

C Diff: 2 Page Ref: 303

2 62) The type of method influences questionnaire design. Considering how the questionnaire is administered under each method, which method is most appropriate if lengthy, complex, and varied questions need to be asked? A) mail questionnaire B) telephone interview C) personal interview D) Internet questionnaire

C Diff: 2 Page Ref: 305-306 AACSB: Reflective Thinking

2 65) "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________. A) structured question B) dichotomous question C) double-barreled question D) branching question

C Diff: 2 Page Ref: 307

2 70) "Is the respondent informed?", "Can the respondent remember?", and "Can the respondent articulate?", are all questions asked in the ________ stage of the questionnaire design process. A) overcoming unwillingness to answer B) specify the type of interviewing method C) overcoming inability to answer D) choosing question wording

C Diff: 2 Page Ref: 308

2 86) What is the one acute problem of dichotomous questions? A) There is potential for position bias. B) It is difficult to obtain information on alternatives not listed. C) The response can be influenced by the wording of the question. D) none of the above

C Diff: 2 Page Ref: 312-313

2 97) The statement "Questions should be specific, not general." pertains to the ________ aspect of questionnaire development. A) avoid implicit assumptions B) avoid implicit alternatives C) avoid generalizations and estimates D) use unambiguous words

C Diff: 2 Page Ref: 317

2 99) ________ is information that relates directly to the research problem. A) Qualifying information B) Identification information C) Basic information D) Classification information

C Diff: 2 Page Ref: 317-319

1 44) Limitations of e-mail surveys include all of the following except ________. A) Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) There is inherent self-selection bias D) Some e-mail software products limit the length of the body of an e-mail message

C Diff: 3 Page Ref: 186-187 AACSB: Reflective Thinking

2 47) The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________. A) respondent control B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment

C Diff: 3 Page Ref: 194

3 70) Which statement is false concerning the different observation methods? A) Mechanical observation can vary widely from low to high structure depending upon on the methods used. B) The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors. C) Observation bias is high in the case of mechanical observation because a human observer is involved. D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

C Diff: 3 Page Ref: 204 AACSB: Reflective Thinking

4 73) Which of the following advantages is the greatest advantage of observation methods? A) If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) Coding, analysis, and interpretation of data are relatively simple.

C Diff: 3 Page Ref: 205

4 76) ________ involves trained observers posing as consumers and shopping at company or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. (Choose the best answer.) A) Personal observation B) Structured observation C) Mystery shopping D) Contrived observation

C Diff: 3 Page Ref: 206

46) The scientific concept of causality is complex. "Causality" means something very different to the average person on the street than to a scientist. If the ordinary meaning of a statement is "X is the only cause of Y," its related scientific meaning is: ________. A) the occurrence of X makes the occurrence of Y B) we can never prove that X is a cause of Y. At best, we can infer that X is a cause of Y C) X is only one of a number of possible causes of Y D) None of the above is correct.

C Diff: 3 Page Ref: 218 AACSB: Reflective Thinking

1 53) Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following except ________. A) specifying the independent variables B) specifying the dependent variables C) specifying the plan for data analysis D) specifying how to control the extraneous variables

C Diff: 3 Page Ref: 221

4 78) Which of the following is true of the one-shot case study preexperimental design (X O1)? A) It does not provide a basis of comparing the level of O1 to what would happen when X was absent. B) There is no random assignment of test units. C) Both A and B are correct. D) In this design, a group of test units is measured twice.

C Diff: 3 Page Ref: 227 AACSB: Analytic Skills

4 81) A ________ design to measure the effectiveness of a test commercial for Sears would be implemented as follows. Two groups of respondents would be recruited on the basis of convenience. Only the experimental group would be exposed to the TV program containing the test (Sears) commercial. Then attitudes toward the department store of both the experimental and control group respondents would be measured. The effectiveness of the test commercial is measured as O1 - O2. A) one-shot case study B) pretest-posttest control group C) static group D) one-group pretest-posttest

C Diff: 3 Page Ref: 228 AACSB: Analytic Skills

4 84) The true experimental design shown above is a ________ design. A) pretest-posttest control group B) one-shot case study C) post-test-only control group D) one-group pretest-posttest

C Diff: 3 Page Ref: 229

4 92) What is the main limitation of randomized block designs? A) They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. B) They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. C) The researcher can control for only one external variable. D) The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

C Diff: 3 Page Ref: 233 AACSB: Reflective Thinking

4 97) Which statement is not true about laboratory experiments? A) The laboratory environment offers a high degree of control because it isolates the experiment in a carefully monitored environment. B) The artificiality of the environment may cause reactive error, in that the respondents react to the situation itself, rather than to the independent variable. C) Laboratory experiments are likely to have higher external validity than field experiments. D) Laboratory experiments allow for more complex designs than field experiments.

C Diff: 3 Page Ref: 235-236 AACSB: Reflective Thinking

6 103) 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. D) They yield mathematical estimates of market share based on initial reaction of consumers to a new product.

C Diff: 3 Page Ref: 237-239

6 106) Which statement is not true about why it is difficult to conduct field experiments in the international arena? A) In many countries, the TV stations are owned and operated by the government with severe restrictions on television advertising. This makes field experiments manipulating advertising levels extremely difficult. B) The lack of major supermarkets in the Baltic states makes it difficult to conduct field experiments to determine the effect of in-store promotions on the sales of products. C) Even when basic infrastructures such as roads, transportation, and warehouse facilities are adequate, they do not help in achieving desired levels of distribution. D) Even when experiments are designed, it is difficult to control for the time order of occurrence of variables and the absence of other possible causal factors, two of the necessary conditions for causality.

C Diff: 3 Page Ref: 240 AACSB: Multicultural and Diversity

3 52) In marketing research, attitudinal data obtained from rating scales are often treated as ________ data. A) nominal B) ordinal C) interval D) ratio

C Diff: 3 Page Ref: 255

3 53) Which statement is not true about the interval scale? A) Numerically equal distances on the scale represent equal values in the characteristics being measured. B) Both the zero point and the units of measurement are arbitrary. C) Only proportionate transformations of the form y = bx, where b is a positive constant are allowed. D) All of the above are correct.

C Diff: 3 Page Ref: 255

4 78) ________ is a procedure for determining whether a set of objects can be ordered into an internally consistent, uni-dimensional scale. A) Magnitude estimation B) Q-sort scaling C) Guttman scaling D) None of the above

C Diff: 3 Page Ref: 262

5 80) The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information? A) Each respondent was given a several cards, each listing one personality characteristic. B) Respondents are asked to sort cards and to rank order the personality characteristics. C) Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables. D) All of the above statements belong in the process.

C Diff: 3 Page Ref: 263

1 49) Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

C Diff: 3 Page Ref: 274

1 60) The ________ is known for its versatility and is very popular with marketing researchers. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

C Diff: 3 Page Ref: 278-279

1 63) The data obtained by using a Stapel scale can be analyzed in the same way as a ________. A) continuous rating scale B) Constant sum scale C) semantic differential scale D) Ranking scale

C Diff: 3 Page Ref: 279 AACSB: Analytic Skills

2 68) Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale? A) The scale should be balanced to obtain objective data. B) In a balanced scale, the number of favorable and unfavorable categories are equal. C) If the distribution of responses is likely to be skewed, either positively or negatively, a balanced scale with more categories in the direction of skewness may be appropriate. D) If an unbalanced scale is used, the nature and degree of unbalance in the scale should be taken into account in data analysis.

C Diff: 3 Page Ref: 280 AACSB: Reflective Thinking

3 79) Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both ________ in measurement. A) random error B) potential sources of reliability C) potential sources of error D) systematic error

C Diff: 3 Page Ref: 286

3 82) ________ is the extent to which a scale produces consistent results if repeated measurements are made on the characteristic. A) Validity B) Generalizability C) Reliability D) None of the above

C Diff: 3 Page Ref: 286

3 94) ________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. A) Construct validity B) Content validity C) Criterion validity D) Internal consistency validity

C Diff: 3 Page Ref: 288

3 100) ________ is the a type of validity that assesses the relationship between theoretical constructs. It seeks to confirm significant correlations between the constructs as predicted by theory. A) Convergent validity B) Discriminant validity C) Nomological validity D) Concurrent validity

C Diff: 3 Page Ref: 289

3 103) Which statement about generalizability is not true? A) The set of all conditions of measurement over which the investigator wishes to generalize is the universe of generalizations. B) In generalizability studies, measurement procedures are designed to investigate the universes of interest by sampling conditions of measurement from each of them. C) To generalize to other universes, facet theory procedures must be employed. D) Traditional reliability methods can be viewed as single-facet generalizability studies.

C Diff: 3 Page Ref: 289-290 AACSB: Reflective Thinking

6 55) Typically, a questionnaire is only one element of a data-collection package that might also include all of the following except ________. A) some reward B) communication aids C) a data code book D) fieldwork procedures

C Diff: 3 Page Ref: 303 AACSB: Reflective Thinking

2 71) Respondents' inability to remember leads to three types of error. Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents? A) telescoping B) creation error C) recall error D) omission error

C Diff: 3 Page Ref: 308-309 AACSB: Reflective Thinking

2 98) The information that is of the most importance to the research project and should be obtained first is ________. A) qualifying information B) identification information C) basic information D) classification information

C Diff: 3 Page Ref: 317-319

4 111) According to the guidelines of the Professional Marketing Research Society of Canada, with the exception of ________, questionnaires that take more than ________ minutes to complete are generally considered "overly" long. A) in-home personal interviews; 60 B) computer-assisted personal interviews; 60 C) in-home personal interviews; 30 D) computer-assisted personal interviews; 30

C Diff: 3 Page Ref: 327-328 AACSB: Ethical Reasoning

2 50) The use of physical stimuli is not limited in ________. A) traditional telephone interviews B) CATI C) e-mail surveys D) mall-intercept interviews

D Diff: 1 Page Ref: 190

3 67) ________ is an approach in which data collection is based on physical traces, or evidence, of past behavior. A) Mechanical observation B) Personal observation C) Content analysis D) Trace analysis

D Diff: 1 Page Ref: 203

5 99) Which of the following is a reason why experiments may be hard to administer? A) It may be impossible to control for the effects of the extraneous variables. B) Competitors may deliberately contaminate the results of a field experiment. C) Both A and B are reasons why experiments may be hard to administer. D) Neither A nor B is a reason why experiments may be hard to administer.

D Diff: 1 Page Ref: 237

5 100) A ________ is a test market in which the product is sold through regular distribution channels. A) Simulated test market B) Partial test market C) Controlled test market D) Standard test market

D Diff: 1 Page Ref: 237-239

3 55) In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale. A) nominal B) ordinal C) interval D) ratio

D Diff: 1 Page Ref: 256

4 68) ________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

D Diff: 1 Page Ref: 259

1 50) Which scale is not an itemized rating scale (Table 9.1 in the text)? A) Stapel scale B) semantic differential scale C) Likert scale D) continuous rating scale

D Diff: 1 Page Ref: 274 AACSB: Reflective Thinking

2 69) Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale? A) With an odd number of categories, the middle scale position is generally designated neutral or impartial. B) The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. C) A rating scale with an even number of categories should be used if the researcher wants to force a response. D) All of the above statements are true.

D Diff: 1 Page Ref: 281 AACSB: Reflective Thinking

3 104) When choosing a scaling technique, which of the following factors should be considered? A) the capabilities of the respondents B) the levels of information needed (nominal, ordinal, interval, or ratio) C) the method of administration D) all of the above

D Diff: 1 Page Ref: 290 AACSB: Reflective Thinking

1 57) Which of the following is not a part of the questionnaire design process? A) Specify the type of interviewing method. B) Arrange questions in proper order. C) Reproduce the questionnaire. D) Develop sampling plan.

D Diff: 1 Page Ref: 303

2 83) Which of the following is not a type of structured question? A) multiple choice B) dichotomous C) scale D) none of the above

D Diff: 1 Page Ref: 312

1 40) Which of the following is not a personal interview method? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail

D Diff: 2 Page Ref: 182

1 43) Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package? A) outgoing envelope B) cover letter C) questionnaire D) incentive

D Diff: 2 Page Ref: 185

1 45) Advantages of Web surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct.

D Diff: 2 Page Ref: 187 AACSB: Reflective Thinking

2 58) Observational methods may be ________ or ________. A) structured; unstructured B) direct; indirect C) conducted in a natural environment; conducted in a contrived environment D) all of the above

D Diff: 2 Page Ref: 198

3 60) ________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation

D Diff: 2 Page Ref: 198

3 68) In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

D Diff: 2 Page Ref: 203 AACSB: Analytic Skills

1 51) ________ means that the factor or variable being investigated should be the only possible causal explanation. A) The time order of occurrence of variables B) The role of evidence C) Concomitant variation D) The absence of other possible causal factors

D Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 56) 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 test units were ________. A) brand usage B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the coupon D) individual shoppers

D Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills

1 57) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the exposure of a group to an independent variable, treatment, or event the effects of which are to be determined? A) T B) O C) R D) X

D Diff: 2 Page Ref: 222

3 74) The one-group pretest-posttest is a type of ________. These designs do not control for extraneous factors by randomization. A) quasi-experimental design B) true experimental design C) statistical design D) preexperimental design

D Diff: 2 Page Ref: 227 AACSB: Analytic Skills

4 96) What is the main disadvantage of factorial designs? A) They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. B) They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. C) The researcher can control for only one external variable. D) The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

D Diff: 2 Page Ref: 234-235 AACSB: Reflective Thinking

5 98) Which of the following statements is true when considering experimental versus non-experimental designs? A) It is difficult in descriptive studies to establish the prior equivalence of the respondent groups with respect to both the independent and dependent variables. However, experiments can establish this equivalence. B) Descriptive research offers little control over other possible causal factors. C) In descriptive research, it is also difficult to establish time order of occurrence of variables. However, in an experiment, the researcher controls the timing of the measurements and the introduction of the treatment. D) All of the above statements are correct.

D Diff: 2 Page Ref: 236 AACSB: Reflective Thinking

6 101) Which statement is not true concerning a standard test market? A) It is a one-shot case study. B) Test markets are selected and the product is sold through regular distribution channels. C) Where external validity is important, at least four test markets should be used. D) All statements are correct.

D Diff: 2 Page Ref: 237-239

6 102) Which statement is not true concerning a standard test market? A) One or more combinations of marketing mix variables (product, price, distribution, and promotional levels) are employed. B) While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market. C) Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program. D) All statements are correct.

D Diff: 2 Page Ref: 237-239

7 107) Which of the following is an ethical concern associated with doing experiments? A) how to disguise the purpose of the research in a manner that does not violate the rights of the respondents B) how to find respondents for the experiment C) ensuring that the appropriate experimental design for the problem was used D) Both A and C are correct.

D Diff: 2 Page Ref: 241-242 AACSB: Ethical Reasoning

1 41) A(n) ________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects. A) ordinal scale B) interval scale C) ratio scale D) nominal scale

D Diff: 2 Page Ref: 252

3 47) 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 Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true? A) Sears is in some way superior or inferior to Neiman Marcus. B) It is meaningful to state that the number of the average store is 5.5. C) Both A and B are true. D) None of the above statements are true.

D Diff: 2 Page Ref: 253

3 44) Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)? A) chi-square B) median C) range D) Both B and C are not permissible.

D Diff: 2 Page Ref: 253

4 69) After paired comparisons, the most popular comparative rating scale is ________. A) constant sum B) q-sort C) metric D) rank order

D Diff: 2 Page Ref: 259

4 73) Which statement is true concerning constant sum scaling? A) It does not have an absolute zero. B) It allows for fine discrimination among stimulus objects without requiring much time. C) Respondents may allocate more or fewer units than those specified. D) Both B and C are correct.

D Diff: 2 Page Ref: 261

4 79) Which statement is not correct concerning international marketing and the use of comparative scaling techniques? A) Opinion formation may not be well crystallized. B) In some developing countries, preferences can be best measured by using ordinal scales. C) Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. D) None of the above statements are incorrect.

D Diff: 2 Page Ref: 262

1 48) Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) ratio D) interval

D Diff: 2 Page Ref: 274-275

1 54) Neither agree Strongly nor Strongly disagree Disagree disagree Agree agree 1. Sears has poor in-store service 1 2X 3 4 5 2. I like to shop at Sears. 1 2X 3 4 5 The above scale is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

D Diff: 2 Page Ref: 276-277

1 53) 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 ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

D Diff: 2 Page Ref: 276-277

1 61) A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero). A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

D Diff: 2 Page Ref: 279

2 67) Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale? A) If the respondents are interested in the scaling task and are knowledgeable about the objects, a larger number of categories may be employed. B) Space limitations may restrict the number of categories in mail questionnaires. C) If telephone interviews are involved, many categories may confuse the respondents. D) All of the statement above are true.

D Diff: 2 Page Ref: 280 AACSB: Reflective Thinking

3 83) A measure is perfectly reliable if ________. A) XO = 0 B) XT = 0 C) XS = 0 D) XR = 0

D Diff: 2 Page Ref: 286 AACSB: Analytic Skills

3 105) When developing scales for international research, the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used. Which of the following should be of concern to the marketing researcher when developing scales for international research? A) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures. B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture. C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries. D) All of the above are correct.

D Diff: 2 Page Ref: 290-291 AACSB: Multicultural and Diversity

2 60) When developing a questionnaire, to ensure that the information obtained fully addresses all components of the problem, the researcher should ________. A) review components of the problem and the approach B) prepare a set of dummy tables C) have a clear idea of the target population D) all of the above

D Diff: 2 Page Ref: 304

2 64) Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________. A) determining the order of scales B) choosing question wording C) choosing question structure D) individual question content

D Diff: 2 Page Ref: 306-307

2 69) ________ that measure familiarity, product use, and past experience should be asked before questions about the topics themselves. A) Branching questions B) Filler questions C) Dichotomous questions D) Filter questions

D Diff: 2 Page Ref: 308

2 72) The respondents' ability to remember an event is influenced by all of the following except________. A) the event itself B) the time elapsed since the event C) the presence or absence of events that would aid memory D) where you were when the event occurred

D Diff: 2 Page Ref: 308-309 AACSB: Reflective Thinking

2 74) When trying to overcome respondents' unwillingness to answer, the researcher might list the possible responses a respondent might make. More specifically, the list is an effort by the researcher to ________. A) increasing the unwillingness of respondents B) obtain sensitive information C) put the information request in context D) reduce the effort required of the respondents

D Diff: 2 Page Ref: 309-311

2 78) "Describe your college experience" and "What is your occupation?" are ________ questions. A) dichotomous B) filter C) structured D) unstructured

D Diff: 2 Page Ref: 311

2 81) Which of the following statements is not true about unstructured questions? A) Open-ended questions are useful in exploratory research. B) Precoding can overcome some of the disadvantages of unstructured questions. C) Open-ended questions are useful as opening questions. D) Unstructured questions can suffer from order or position bias.

D Diff: 2 Page Ref: 311-312 AACSB: Reflective Thinking

2 90) 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 ________. A) avoiding leading questions B) avoiding ambiguous words C) using positive and negative statements D) using ordinary words

D Diff: 2 Page Ref: 315 AACSB: Analytic Skills

2 103) Which statement is correct concerning the effect on subsequent questions? A) As a rule of thumb, general questions should precede specific questions to prevent specific questions from biasing responses to general questions. B) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. C) The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. D) All are correct.

D Diff: 2 Page Ref: 317-319 AACSB: Analytic Skills

2 102) Which of the following statements is true about difficult questions? A) Difficult questions should be placed at the end of the section on basic information. B) Difficult questions should be placed at the end of the identification section. C) Difficult questions should be placed at the end of the classification section. D) All of the statements are correct.

D Diff: 2 Page Ref: 317-319 AACSB: Reflective Thinking

2 105) Experiments on mail questionnaires for census of population revealed what about questionnaire form and layout? A) Questions at the top of the page received more attention than those placed at the bottom. B) Sensitive information placed at the end of the questionnaire was answered more frequently than sensitive information placed elsewhere. C) Instructions printed in red made little difference except that they made the questionnaire appear more complicated to the respondents. D) Both A and C are correct.

D Diff: 2 Page Ref: 320

2 107) ________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems. A) Funneling B) Telescoping C) Posttesting D) Pretesting

D Diff: 2 Page Ref: 322

3 110) Which of the following statements are true concerning questionnaire design for international marketing research? A) The questionnaire may have to be suitable for administration by more than one method. B) It is desirable to have two or more simple questions rather than a single complex question. C) Unstructured or open-ended questions should be used with caution in countries with high illiteracy rates. D) All of the above statements are true.

D Diff: 2 Page Ref: 326-327 AACSB: Multicultural and Diversity

2 52) Which of the following statements about sample control is true? A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. B) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. C) It can be difficult to prevent respondents from completing an Internet survey multiple times. D) All of the above statements are true.

D Diff: 3 Page Ref: 191 AACSB: Reflective Thinking

3 65) ________ includes observation as well as analysis. A) Trace analysis B) Mechanical observation C) Personal observation D) Content analysis

D Diff: 3 Page Ref: 201-202

2 62) All of the following statements are true about external validity except ________. A) threats to external validity arise when the specific experimental conditions do not realistically take into account the interactions of other relevant variables in the real world. B) external validity is the basic minimum that must be present in an experiment before any conclusion about treatment effects can be made C) factors that threaten internal validity may also threaten external validity, the most serious of these being extraneous variables. D) A and C are true

D Diff: 3 Page Ref: 222-223 AACSB: Reflective Thinking

3 65) ________ refers to an effect of testing occurring when a prior observation affects a latter observation. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

D Diff: 3 Page Ref: 224

4 80) A ________ design to measure the effectiveness of a test commercial for Sears 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. A) one-shot case study B) pretest-posttest control group C) static group D) one-group pretest-posttest

D Diff: 3 Page Ref: 227 AACSB: Analytic Skills

4 87) O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10 The above design is an example of a ________. A) one group pretest-posttest design B) multiple time series design C) pretest-posttest control group design D) time series design

D Diff: 3 Page Ref: 230

4 86) Which of the following statements is true about the Solomon four-group design? A) The Solomon four-group design should be used to examine the changes in the attitudes of individual respondents. B) The Solomon four-group design explicitly controls for interactive testing effect. C) The Solomon four-group design is expensive and time consuming to implement. D) All of the above statements are true.

D Diff: 3 Page Ref: 230 AACSB: Analytic Skills

4 90) Which of the following statements is an advantage of statistical designs? A) The effects of more than one independent variable can be measured. B) Specific extraneous variables can be statistically controlled. C) Economical designs can be formulated when each test unit is measured more than once. D) All of the statements are advantages.

D Diff: 3 Page Ref: 232 AACSB: Reflective Thinking

4 94) Which of the following statements is a limitation of Latin square designs? A) They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. B) They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. C) The researcher can control for only one external variable. D) Both A and B are correct.

D Diff: 3 Page Ref: 233-234

4 60) Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)? A) semantic differential B) constant sum C) Likert D) both A and C

D Diff: 3 Page Ref: 257

4 65) Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except A) simultaneous evaluation of all the stimulus objects B) convert paired comparison data to a rank order C) derive an interval scale from paired comparison data D) order a set of objects into an internally consistent, uni-dimensional scale

D Diff: 3 Page Ref: 258

4 66) Which of the following is not one of the suggested modifications of the paired comparison technique? A) inclusion of a neutral/no difference opinion response B) graded paired comparisons C) obtaining similarity judgments in multidimensional scaling D) ranked paired comparisons

D Diff: 3 Page Ref: 258

1 55) Which non-comparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above

D Diff: 3 Page Ref: 277-279 AACSB: Analytic Skills

2 67) When determining if a question is necessary, in some situations it may be necessary to ask questions that are not directly related to the information that is needed. Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire? A) to establish involvement and rapport B) to disguise the purpose or sponsorship of the project C) to generate client support for the project D) all of the above

D Diff: 3 Page Ref: 306-307 AACSB: Reflective Thinking

2 76) All of the statements below are ways in which the researcher can encourage respondents to provide information they are unwilling to give except ________. A) preface the question with a statement that the behavior of interest is common B) provide response categories rather than asking for specific figures C) use randomized techniques D) all of the above

D Diff: 3 Page Ref: 309-311 AACSB: Reflective Thinking

2 94) Which of the following statements is correct about implicit alternatives? A) Making an implied alternative explicit may increase the percentage of people selecting that alternative. B) When alternatives are close in preference or large in number, the alternatives at the end of the list have a greater chance of being selected. C) The split ballot technique should be used to rotate the order in which a list of alternatives appear. D) All of the above are correct.

D Diff: 3 Page Ref: 316 AACSB: Analytic Skills

2 100) ________ is socioeconomic and demographic characteristics used to classify respondents. A) Qualifying information B) Identification information C) Basic information D) Classification information

D Diff: 3 Page Ref: 317-319

2 108) Which statement is not true about pretests? A) To the extent possible, a pretest should involve administering the questionnaire in an environment and context similar to that of the actual survey. B) A variety of interviewers should be used for pretests. C) The project director, the researcher who developed the questionnaire, and other key members of the research team should conduct some pretest interviews. D) It is a good practice to employ only experienced interviewers to conduct pretests.

D Diff: 3 Page Ref: 322 AACSB: Reflective Thinking