Marketing Research Final
paired....
"If a researcher examines respondents' scores on two interval variables for which a measure was taken for each respondent on both variables, which test is appropriate?
marketing channel
"Retailers, wholesalers, trucking companies and other interdependent institutions that perform the logistics necessary for consumption to occur make up the
sampling frame
A list of elements from which the sample may be drawn is called a
repeated measures
A researcher is conducting an experiment in which subjects are exposed to all of the test ads in the study. This is an example of:
tachistoscope
A researcher wants to have control over how long a test subject sees an advertisement. Which device should he use
systematic sampling
A sampling procedure in which a starting point is selected by a random process and then every nth number on the list is selected is called
observation
Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?
mystery shopper
Clara is hired to go to Starbucks coffee shops and pretend to be a customer to observe how she and other customers are treated by employees. Clara is a
respondent
Hans is completing an online survey he received from BestBuy about a recent purchase he made at that store. Hans is the
overattention
If salespeople in a test-market city spend an inordinate amount of time setting up and updating point-of-sale displays in supermarkets, this creates which type of problem?
Stratified sampling
John is conducting research with a sample of physicians and wants to use a more efficient sample than would be possible with simple random sampling. He also wants to ensure that the sample will accurately reflect the population of physicians he is interested in surveying. He wants to ensure he obtains a sample that reflects the demographic and specialization characteristics of this population. Which probability sampling procedure will best meet his needs
faster, less
Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data
field experiments
Research projects involving experimental manipulations that are implemented in a natural environment are called _____.
netnography
The application of ethnography to comments made in online communities is called
fact finding
The simplest form of secondary-data research is
empriacal testing
To test the hypothesis that empowering employees to handle and rectify customer complaints without managerial approval results in greater customer loyalty, a marketing researcher designs an experiment in which half of a hotel chain empowers its employees while the other half does not and follow up surveys are administered to customers who had complained during their stay. What is this researcher doing?
mechanical observation
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?
60%?
What percentage of the households in the United States has landline telephones?
simple random sample
When a researcher puts the name of each person on a sampling frame list on a 3" x 5" card, shuffles the cards thoroughly, and then selects 35 names from the top of the pile of cards for a phone interview study, this is an example of what type of sampling procedure
convenience sample
When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure does this represent
index of retail saturation
Which of the following is a calculation that describes the relationship between retail demand and supply
way-finding
Which of the following is a term referring to the study of human movements within an environment
simple-dichotomy question
Which of the following is a type of fixed-alternative question
external validity
Which of the following is concerned with the accuracy with which experimental results can be generalized beyond the experimental subjects
crosstabs*
Which of the following is most appropriate when the independent variable and the dependent variable are categorical variables?
confound
Which of the following means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variables
systematic or nonsampling error
Which of the following occurs if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable
temporal patterns
Which phenomenon is being observed when a researcher measures how long customers have to wait before receiving their food in a restaurant
interactive survey approach
Which survey approach allows spontaneous two-way interaction between interviewer and respondent
causal research?
Which type of research allows causal inferences to be made?
observation
_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.
Analysis of variance (ANOVA)
_______ involves the investigation of the effects of one treatment variable on an interval-scaled dependent variable and determines whether statistically significant differences in means occur between two or more groups
entrapment
all of following are errors associated with direct observation EXCEPT
test units
are the subjects or entities whose responses to the experimental treatment are measured.
mystery shopper
employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as
model building
involves specifying relationships between two or more variables and can involve the development of descriptive or predictive equations
response latency
ohn is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. The recorded choice time is referred to as
visible
was observing how children play on playground equipment at a public park. The observers were out in the open and parents were told that their children were being observed. This type of observation is called _____ observatio
contrived observation
which the investigator creates an artificial environment in order to test a hypothesis is called _____
lower error
All of the following are advantages of quota sampling over probability sampling EXCEPT _______
attitudes
All of the following are observable phenomena EXCEPT
expressive behavior
All of the following cannot be observed EXCEPT
counterbiasing statement
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 _____
closed-ended
Another term for fixed-alternative questions is _____ questions
diary panel data
Asking a group of households to record their consumption of certain products over a two-year period is an example of
callbacks
Attempts to try and contact those sample members missed in the initial attempt are called
non response error
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a