Marketing chapter 10 and on

double-barreled

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question.

Affective

"I hate asparagus" is an example of which component of an attitude toward asparagus?

Loaded

"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question.

Making an assumption

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.

Leading

"What is your favorite hobby, playing video games, or what?" is an example of what type of question.

Census

A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____.

branching question

A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____.

ratio

A person's weight is best described as being measured on a(n) ____ scale.

Summated Scale

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____.

split-half

A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed?

order bias

A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made?

analyze data

All of the following are stages in the selection of a sample EXCEPT to ____.

gender

All of the following can be measured using ratio scales EXCEPT ____.

Counterbiasing

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.

increases; decreases

As sample size ____, random sampling error ____.

unaided recall

Asking respondents to remember something without providing any clues to help them remember is called ____.

Mutually Exclusive

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.

Reverse Coding

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels.

probability sampling

In which type of sampling does every element in the population have a known, nonzero probability of selection?

opted in

Janet has agreed to participate in surveys online. Every few weeks, she is sent an email asking her to participate in an online survey. What did Janet most likely do to become involved in these research studies?

online panels

Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.

discrete measures

Measures that can take on only one of a finite number of values are called ____.

normal

One of the most common probability distributions in statistics is the _____ distribution.

Statistics

Summary measures about variables computed using only data taken from a sample are called sample ____:

Range

The ____ is a measure of dispersion.

Mean

The arithmetic average of a set of numbers is referred to as the _____.

Mode

The measure of central tendency that identifies the value that occurs most often is called the ____.

Median

The value below which half the values in a distribution fall is the ____.

convenience sample

When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?

define the target population

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____.

inferential statistics

When a researcher wants to estimate national market share based on the results of the test market for a new product in St. Louis and Kansas City, this is an example of:

absolute zero

Which characteristic is a key difference between ratio and interval scales?

standard deviation

Which of the following eliminates the drawback of having the measure of dispersion in squared units rather than in the original measurement units?

Reliability

Which of the following is an indicator of a measure's internal consistency?

Range

Which of the following is not a measure of the central tendency of a set of scores?

construct

Which of the following refers to concepts measured with multiple variables?

funnel technique

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

central-limit

Which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution?

sampling frame error

Which type of error occurs when potential respondents are improperly excluded before the sample is taken?

systematic sampling error

Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution?

piping software

Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys?