Marketing Research - Exam 2
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? Use an experimental diguise Administer multiple experimental treatment levels to each subject. Use a "blind" experimental administrator. Isolate experimental subjects.
Administer multiple experimental treatment levels to each subject.
When developing multiple-choice alternatives, it is important that the categories. overlap be mutually exclusive be balanced be ambiguous
be mutually exclusive
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments? the Hawthorne effect confounding constancy of conditions compounding
constancy of conditions
When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in _____________________. content analysis contrived analysis indirect analysis entrapment
content analysis
Observation that involves watching and recording what naturally occurs, without creating an artificial situation, is called ______________ observation.
direct
A single question that really asks two questions at a time is called a (n) ______________________ question.
double barreled
When a researcher claims that the results of a test market in Indianapolis, Indiana, will hold in a national rolllout of the new product, this researcher is claiming _____________. internal validity the repeated measures effect constant error external validity
external validity
Asking general questions before asking specific questions in order to obtain the best idea of the true overall impression is known as the _______________ technique.
funnel
Match the example to the level of scale demonstrated: Nominal:
gender
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _________________. a repeated measures study internal validity external validity a matching study
internal validity
Questions that suggest or imply a certain answer are called ________________.
leading
Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience? history effect testing effect selection effect maturation effect
maturation effect
____________________ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way. measurement research analysis reliability
measurement
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) __________effect has occurred. mortality history instrumentation confounding
mortality
Observing the movement of a shopper in a supermarket is an example of what type of obesrvation? mall intercept verbal behavior temporal patterns physical actions
physical actions
Match the example to the level of scale demonstrated: Ordinal:
rankings
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 measure's internal consistency? validity reliability sensitivity regression
reliability
Match the example to the level of scale demonstrated: Ratio:
sales volume
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 sampling error experimenter bias subject bia
systematic error
Match the example to the level of scale demonstrated: Interval:
temperatures
Attitudes cannot be directly observed but can be inferred from other measures. True False
true
Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? physical objects spatial tensions verbal behavior internet activities
verbal behavior
"I hate asparagus" is an example of which component of an attitude toward asparagus? affective cognitive motivation perceptive
affective
Words like often, frequently, regularly, and poor should be avoided on surveys because they are considered ___________.
ambiguous/general
It is advisable to include demographic questions at the beginning of a survey is the best option to ensure respondents are comfortable with taking the survey. True False
true
Which experimental research design involves repeated measures? within-subjects design between-subjects design squared-subjects design interdependent-subjects design
within-subjects design
In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable. True False
False
Secondary data may use different scales or units of measurement than what the researcher needs or desires. In these situations, the secondary data should not be used. True False
False
To demonstrate his or her knowledge, it is important that a researcher include technical jargon in the questions developed. True False
False
When respondents are asked to rank items based on their preferences it is called a nominal scale. True False
False
The question, "Have you ever received a speeding ticket? ____ Yes _____No", is followed by a question: "When did you receive this ticket?" if the respondent answers yes to the first question. In this situation, the first question serves as a ______________ question. double-barreled filter anchoring leading
Filter
Your text discusses advantages of secondary data. List the primary advantage and 2 additional advantages.
Readily available Faster Less Expensive
Which statement about scanner data is FALSE, as compared to standard mail diary panel data? Scanner data measures (actual) purchase behavior rather than reported behavior. Scanner data measures are considered to be extremely obtrusive. Scanner data collects more extensive purchase data. Scanner data are collected mechanically, resulting in improved accuracy.
Scanner data measures are considered to be extremely obtrusive.
A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer. True False
True
With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible. True False
True
Which characteristic is a key difference between ratio and interval level scales? number of items absolute zero number of intervals nominal values
absolute zero
Age, gender, and brand loyalty are all examples of ________________. concepts scales ratios codes
concepts
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? primary experimental design basic experimental design factorial experimental design counterbalanced experimental design
basic experimental design