MKT 3356 Exam 2 TTU

compared to open-ended response questions, fixed-alternative questions - take less time - are easier for the respondent to answer - require less interviewer skill - all of these choices

all of these choices

which of the following are possible test units in a marketing research study? - people - sales territories - retail stores - all of the choices

all of these choices

all of the following are ways to increase response rates for mail surveys EXCEPT

always revealing the sponsor of the research

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)

anchoring effect

all of the following are observable phenomena except

attitudes

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 that language to become: "Invisible things are insane," this was an example of

back translation

"I plan to buy a new digital camera sometime in the next three months" is an aspect of which component of an attitude?

behavioral

what is the difference between a blocking variable and a covariate?

blocking variables are categorial variables and covariates are continuous variables

the most commonly applied estimate of a composite scale's reliability is

coefficient alpha

which attitude component represents a person's awareness and knowledge of the relative matter?

cognitive

age, gender, brand loyalty, and corporate culture are all examples of

concepts

another name for face validity is _______ validity

content

________ is the systematic observation and quantitative description of the manifest content of communication

content analysis

measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range are called

continuous measures

when a food company tests a new product by having one group of experimental subjects taste this product first and then taste a competitor's product second, while a second group of experimental subjects tastes these two products in the reverse order, the experimental design has been

counterbalanced

which of the following is critical when conducting experimental research because it allows researchers to return subjects to normal?

debriefing

demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect?

demand

when the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of

direct observation

all of the following are errors associated with direct observation EXCEPT

entrapment

which of the following is present when the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her?

experimenter bias

an experiment examining the interaction effects of the presence of police cars and the presence of speeding camera on the number of speeding tickets issued is an example of which type of experimental design?

factorial experimental design

a construct is a term used for concepts that are measured with single variables.

false

funneling software allows question answers from previous questions to be inserted into later questions in an Internet survey.

false

how many choices do researchers commonly use when using Likert scales?

five

which of the following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon?

frequency-determination question

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?

history effect

the two approaches that marketer reachers conduct surveys are referred to as

interactive and noninteractive

which of the following survey methods offers the lowest degree of respondent anonymity?

mall intercept survey

all of the following are experimental design issues EXCEPT

manipulation of the dependent variable

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?

mechanical observation

dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be

mutually exclusive

in a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n)

no contact

"Name five brands of toothpaste" is an example of what type of question?

open-ended response

which type of scale is, at the most, a ranking scale?

ordinal

observing a person's television viewing habits is an example of which type of observation?

physical actions

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 any of the herb of interest in the study. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect due to the psychological impact that goes along with knowledge that a treatment has been administered is called a(n)

placebo effect

_____ refers to some true value of a phenomenon within a population

population parameter

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

preliminary tabulation

which of the following measures physiological reactions?

pupilometer

John 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

response latency

when a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains

sample selection error

surveys in which the respondent takes the responsibility for reading and answering questions are called

self-administered questionnaires

which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

social desirability bias

observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

spatial relations and locations

when a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

systematic error

which of the following is FALSE regarding mobile phone interviews?

telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe

which of the following occurs when respondents believe that past events happened more recently than they actually did?

telescoping

a multiple-grid question includes several questions of the same format all arranged in a grid formal

true

hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.

true

which type of scale is the following? ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied

unbalanced