Marketing research
Research projects involving experimental manipulations that are implemented in a natural environment are called ____.
field experiments
The question: "Have you ever received a speeding ticket? ____ Yes ____ No," is followed by a question: "When did you receive that ticket?" if the respondent answers yes to the first question. In this situation, the first question functions as a ____ question.
filter
"What is your gender? ____ M ____ F" is an example of a(n) ____ question.
fixed- alternative
all of the following can be measured using ratio scales except
gender
In a certain study, different interviewers are used in a pretest from those used in the posttest and this produces different results in the study. This is an example of a(n) ____.
instrumentation effect
"What is your favorite hobby, playing video games, or what?" is an example of what type of question.
leading
definitions translate conceptual definitions into measurement scales
operational
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?
order bias
in.... the value assigned for a response takes on a value opposite to that normally assigned to the scale labels
reverse coding
A single element or group of elements that is eligible for selection via the sampling process is called a ____.
sampling unit
"Do you own a cell phone? ____ Yes ____ No" is a(n) ____ question.
simple dichotomy
What type of error occurs when respondents believe that past events happened more recently than they actually did?
telescoping
"I hate asparagus" is an example of which component of an attitude toward asparagus?
affective
Three guidelines below help prevent the most common mistakes in designing questions. Which one is typically NOT used for this purpose
avoid personal questions
When "out of sight, out of mind" was translated into a foreign language, and then was translated back into English by a language expert in the foreign language, it became "invisible things are insane." This is an example of ____.
back translation
In which type of scale is a neutral point, or point of indifference, at the center of the scale?
balanced
measures that can take on only one of a finite number of values are called
discrete measures
Which type of nonprobability sampling technique is used in the Consumer Price Index?
judgment
"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.
making an assumption
A researcher wants to study the members of the American Marketing Association and selects a sample from its membership list. The membership list is an example of a ____.
sampling frame
Age, gender, brand loyalty, and corporate culture are all examples of
concepts
A food company tests a new product by having one group of subjects taste their own product first and then taste a competitor's product second, while a second group of experimental subjects tastes the competitor's product first followed by the company's own product. Which type of experimental design is being used?
counterbalanced
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.
counterbiasing
an... is a single characteristic or fundamental feature of an object, person, situation, or issue
attribute
which term refers to a treatment combination within an experiment
cell
Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
funnel technique
When a change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable, a(n) ____ effect has occurred.
instrumentation
A marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally. The vice president is asking for a(n) ____.
judgement sample
"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.
loaded
A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) ____.
open-ended question
If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable, ____ may occur.
systematic error
A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam. This is an example of a(n) ____.
testing effect
Which statement comparing quota sampling with probability sampling is true?
Quota sampling typically costs less than probability sampling.
A questionnaire that collects information that is valid is said to be ____.
accurate
What is another term for a fixed-alternative question?
closed
Which of the following refers to concepts measured with multiple variables?
construct
Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"
criterion validity
As sample size ____, random sampling error ____.
increases, decreases
Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____.
interaction
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____.
internal validity
All of the following are disadvantages of open-ended response questions EXCEPT:
irrelevancy
Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience?
maturation effect
Which experimental research design involves repeated measures?
within-subjects design
Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys?
piping software
A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another group is exposed to another advertisement. Specifically, he is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as ____.
subjects
which of the following provides correspondence rules that indicate that a certain value correspond to some true value of a concept?
Scale
which of the following is a discrete measure
nominal scales
Compared to open-ended response questions, fixed-alternative questions:
require less interviewer skill
When respondents think that recent events took place longer ago than they really did, what type of error is occurring?
squishing
In experimental research, categorical variables like a subject's gender or ethnicity are known as ____.
blocking variables
Which attitude component represents a person's awareness and knowledge of the matter?
cognitive
The group receiving the treatment being studied is called the ____.
experimental group
When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred.
experimenter bias
In which experimental research design does each subject receive only one treatment combination?
between subjects design
All of the following are experimental design elements EXCEPT for the ____.
manipulation of the dependent variable
"Can you name five brands of tires?" is a(n) ____ question.
open ended response
The test of an experimental manipulation to intended make sure that the manipulation does produce desired differences in the independent variable is called a ____.
manipulation check
is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.
measurement
A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.
randomization
Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred?
maturation effect
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
basic experimental design
A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____.
branching questions
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments?
constancy of conditions
When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used?
convenience sampling
Which type of validity is another way of expressing internal consistency?
convergent validity
What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply) ______ Savings account ______ Car loan ______ Home mortgage loan
checklist question
The change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups is called a(n) ____.
cohort effect
which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?
composite measure
Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?
confound
which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range?
continuous measure
"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.
double-barreled
When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____.
external validity
When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity.
face
When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, a ____ effect has occurred.
history
The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the questionnaire is ____.
relevant
which of the following is an indicator of a measures internal consistency
reliability
Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design.
repeated measures
A telephone directory that lists the people in the phone book by their street address instead of by their last name is a type of ____.
reverse directory
A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task.
sorting
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?
split-half
A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is called a(n) ____ bar.
status
In which type of sampling is a subsample drawn using simple random sampling within each stratum?
stratified sampling
a researcher is measuring consumer attitudes toward product placement in movies using five attitude items. she created a scale simply adding up the responses to each item making up the composite measure. This measure is called an....
summated scale
Asking respondents to remember something without providing any clues to help them remember is called ____.
unaided recall
a persons weight is best described as being measured an a........ scale
ratio
"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?
. behavioral
If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?
15
A researcher wants to select 50 customers from a sampling frame of 250 customers who have purchased at least $10,000 worth of products from his company within the past six months. The researcher wants to use a systematic sampling technique. After randomly selecting a starting point, the researcher should select every ____ name on the list.
5th
Which characteristic is a key difference between ratio and interval scales?
Absolute zero
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these?
Administer multiple experimental treatment levels to each subject.
A tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research is referred to as a(n) ____ tabulation.
preliminary
A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often. This is best described as a(n) ____ scale.
category
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) ____ effect has occurred.
mortality
Which type of question is most likely to conserve space in a questionnaire?
multiple grid question
Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.
mutually exclusive
When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements, what type of scale is being used?
non-forced-choice
In political elections involving candidates who are not well-known by many voters, the candidate who is listed first on the ballot often receives the most votes. This is an example of a(n) ____
order bias
Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) ____.
placebo effect
A respondent is given a list of four local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at. This is a(n) ____ task.
ranking
Which type of scale is regarded as the highest form of measurement?
ratio
