Ch. 7-11 Quiz Questions

(11) A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study. A. False B. True

A Response Feedback: This describes relevancy.

(10) Laurie believes a Honda Accord gets 36 miles per gallon. This belief represents which component of her attitude toward this automobile? A. cognitive B. personal C. affective D. behavioral

A

(10) Which type of measure assigns a value based on how much of the concept being measured is associated with an observation and is formed by putting several variables together systematically? A. index measure B. conglomerate measure C. multiplicative measure D. multidimensional measure

A

(11) A(n) _____ means the respondent stops answering questions resulting in an incomplete survey. A. breakoff B. orphan C. abandonment D. termination

A

(11) Which type of question suggests a socially desirable answer or is emotionally charged? A. loaded question B. biased question C. leading question D. slanted question

A

(7) A(n) _____ survey is a self-administered questionnaire posted on a website. A. Internet B. kiosk C. e-mail D. electronic

A

(7) All of the following are ways to increase response rates for mail surveys EXCEPT _____. A. always revealing the sponsor of the research B. advance notification C. interesting questions D. cover letter

A

(7) Surveys in which the respondent takes the responsibility for reading and answering questions are called _____. A. self-administered questionnaires B. independent questionnaires C. stand-alone surveys D. interactive questionnaires

A

(8) Hidden, unobtrusive observation minimizes respondent error. A. True B. False

A

(8) Which of the following measures involuntary changes in the electrical resistance of the skin? A. psychogalvanometer B. epidermal monitor C. voice-pitch analysis D. eye-tracking monitor

A

(8) Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, websites, and the like? A. content analysis B. contrived analysis C. indirect analysis D. response latency analysis

A

(9) Which term refers to an experimental design element that unintentionally provides subjects with hints about the research hypothesis. A. demand characteristic B. Hawthorne effect C. testing effect D. confounding effect

A

(11) "What is your favorite hobby, playing video games, or what?" is an example of what type of question? A. loaded B. leading C. pivot D. filter

B

(11) A multiple-grid question includes several questions of the same format all arranged in a grid format. A. False B. True

B

(11) The idea that the first concept measured on a questionnaire frequently becomes a comparison point from which subsequent questions are evaluated by the respondents, is known as a(n) _____. A. pretest effect B. anchoring effect C. filter effect D. loaded effect

B

(11) Which of the following uses two alternative phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing? A. split-half reliability B. split-ballot technique C. counterbalancing method D. double-barreled questioning

B

(8) A source of error in observation studies is in the interpretation of the meaning of the observation data. A. False B. True

B

(8) Which of the following allows a researcher to measure what portions of the brain are active at a given time? A. psychogalvanometer B. magnetic resonance imaging (MRI) C. pupilometer D. wave tracking monitor

B

(9) The experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____. A. primary effect B. main effect C. interaction effect D. confound

B

(9) When an experiment is conducted on the premises of a marketing research organization, this is an example of a _____. A. controlled store test B. laboratory experiment C. static group design D. field experiment

B

(9) Which of the following is the term used to refer to a treatment combination within an experiment? A. unit B. cell C. link D. level

B

(10) A researcher is observing fans at a soccer game and is putting a "1" if the fan is actively cheering and a "0" if they just seem to be merely watching the game without saying anything. He is also indicating which team the fan seems to be associated with as well as approximate age and gender. By recording information such as this with codes, the researcher is involved in _____. A. operationalization B. analysis C. measurement D. conceptualization

C

(10) All of the following can be measured using ratio scales EXCEPT _____. A. temperature B. weight C. gender D. income

C

(10) If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary? A. 30 B. 6 C. 15 D. 3

C

(10) When respondents are asked to place local shopping malls so that their first choice is 1, their second choice is 2, and so forth, this is best-described as an example of a(n) ______ scale. A. interval B. nominal C. ordinal D. ratio

C

(10) Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale? A. convergence B. alpha coding C. reverse coding D. indexing

C

(10) Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?" A. discriminant validity B. reliability validity C. criterion validity D. face validity

C

(11) "Name five brands of toothpaste" is an example of what type of question? A. fixed-alternative B. filter C. open-ended response D. pivot

C

(11) Survey _____ refers to the ordering of questions through a survey. A. layout B. sequence C. flow D. format

C

(7) All of the following are advantages of survey research EXCEPT ____. A. accurate means of assessing information about a population B. quick C. free from errors D. flexible

C

(7) When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of _____. A. administrative bias B. auspices bias C. interviewer bias D. acquiescence bias

C

(7) Which of the following survey research methods is the most expensive? A. telephone interview B. mall intercept personal interview C. door-to-door personal interview D. mail survey

C

(8) All of the following are errors associated with direct observation EXCEPT _____. A. subjectively B. accuracy C. entrapment D. interpretation

C

(8) Which of the following is a question that can be asked to help address the question of whether or not a subject's privacy is violated? A. Has the person been adequately notified that their behavior is being observed? B. Is the behavior performed in a setting in which the anonymity of the person being observed is assured? C. all of these choices D. Is the behavior being observed commonly performed in public where it is expected that others can observe the behavior?

C

(9) Brad is a brand manager of a line of laundry detergent products in his company. His company's sales representative in Dayton, OH informed him that a competitor was conducting a test-market of a new line of strongly-scented laundry products. Brad knew from consumer research that consumers do not like overly strong scents, so he directed this sales representative to purchase all of the competitor's product in the stores in an attempt to make the product appear to sell well in the test-market so that the company will falsely believe that the product was successful. Brad's actions are called _____. A. guerilla marketing B. cannibalization C. test-market sabotage D. subversion

C

(9) The sampling units in experiments are referred to as ____. A. conditions B. effects C. subjects D. parameters

C

(9) When a researcher tries to say that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is concerned with _____. A. constant error B. the repeated measures effect C. external validity D. internal validity

C

(9) _____ are the subjects or entities whose responses to the experimental treatment are measured. A. Covariates B. Focal units C. Test units D. Independent units

C

A researcher who measures the amount of Internet postings that involve a client's company name is measuring _____. A. click-through rate B. buzz factor C. conversation volume D. page views

C

Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure. A. random sampling errors B. nonresponse errors C. nonsampling errors D. interviewer errors

C

(10) A(n) _____ is a generalized idea that represents something of identifiable and distinct meaning. A. operant B. scale C. measure D. concept

D

(10) What type of scale is the following? Contemporary ___ ___ ___ ___ ___ ___ Traditional A. Likert B. Thurstone C. graphic rating D. semantic differential

D

(11) A question that may induce bias because it covers more than one issue at once is called a(n) _____. A. counterbiasing question B. loaded question C. complex question D. double-barreled question

D

(7) The cover letter for a mail survey should include all of the following EXCEPT _____. A. a description of the incentive for participating in the study B. a comment on the postage-paid reply envelope to use to return the survey C. a description of how the person was selected for the study D. names of other potential respondents

D

(7) When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____. A. auspices bias B. social desirability bias C. interviewer cheating D. interviewer error

D

(7) Which of the following is FALSE regarding mobile phone interviews? A. Area codes for mobile phones are not necessarily tied to geography. B. The recipient of a mobile phone call is even more distracted than the recipient of a home or office call. C. Phones have varying abilities for automated responses and differing keypads. D. Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe

D

(8) When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, this is an example of what type of observation? A. contrived observation B. content analysis C. human observation D. mechanical observation

D

(8) Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website? A. conversion transaction rate (CTR) B. cost per click (CPC) C. page views D. click-through rate (CTR)

D

(9) What is the key advantage of test-marketing? A. they can be done quickly B. researchers can easily communicate results to management C. relative low cost D. it is performed in a real-world setting

D

(9) Which type of effect occurs when a change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable? A. interaction effect B. pseudo-effect C. placebo effect D. history effect

D