MKT 3356 - EXAM 2 TTU

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

False

Which of the following allows a researcher to measure what portions of the brain are active at a given time?

Magnetic resonance imaging (MRI)

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

Population parameter

_______ represents intentional attempts to disrupt the results of a test market being conducted by another firm

Test-market sabotage

No contacts occur when people are unwilling to participate in the research

1. False this type of error is referred to as refusals. No contacts are potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research.

A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study

False

Field experiments ten to have less external validity than laboratory experiments

False

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

Making assumptions

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

Which of the following occurs when respondents tend to answer questions with a certain slant?

Response Bias

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

Self-administered questionnaires

All of the following are examples of nonverbal behavior except

Talking

Hidden, unobtrusive observation minimizes respondent error

True

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

affective

A(n) ________ is an enduring disposition to consistently respond in a given manner to various aspects of the world?

attitude

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 co become: "Invisible things are insane," this was an example of ________

back translation

The term used to describe directing respondents to alternative portions of the questionnaire based on their response to a filter question is

branching

All of the following are types of response bias except: a) interviewer bias b) extremity bias c) self-selection bias d) acquiescence bias

c) self-selection bias

Which of the following is the term used to refer to a treatment combination within an experiment

cell

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

cognitive

A marketing researcher is a manipulating exposing subjects to one of two price levels--$ 1.99 or $2.49--for a tube of chapstick and measures behavioral intentions. The two price levels are known as experimental ________ in the study

conditions

A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a _______

constant-sum scale

When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday morning in terms of the types of characters that appear in the ads, this is an example of what type of observation

content analysis

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

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

counterbiasing statement

All of the following cannot be observed except

expressive behavior

experimental results that show that consumers purchased more when a store had a blue color with bright lights than they did when a store was orange with bright lights but no difference when the lighting was low is an example of which type of effect

interaction

When salespeople are tested one year after a sales training program and perform better on the exam, not because they have gained on year's experience in sales, this is an example of a

maturation effect

Scales that assign a value to an object for identification or classification purposes are called ______ scales

nominal

Systematic errors are ____ because they include all sources of error other than those introduced directly by the sampling procedure

nonsampling errors

When respondents are asked to place local shopping malls so that their first choice is 1, their second choice is 2, and so forth, this is best-described as an example of a(n) ______ scale

ordinal

Observing the movement of a shopper in a supermarket is an example of what type of observation

physical actions

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

physical objects

How much a person weighs is best described as an example of a(n) _______ scale

ratio

Systematic error is divided into which two general categories

respondent error and administrative error

Which of the following is a device providing a range of values that correspond to different characteristics or amount of a characteristic exhibited in observing a concept?

scale

Which type of question requires the respondent to choose one of two alternatives?

simple-dichotomy

Which of the following uses two alternatives phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing?

split-ballot technique

Which experimental research design involves repeated measures

within-subjects design

All of the following are disadvantages of open-ended response questions Except _______

The information provided by responses is not useful to decision makers (irrelevancy)

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

True

Which of the following is a question that can be asked to help address the question of whether or not a subject's privacy is violated?

all of these choices

"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 what type of question?

double-barreled

Research projects involving experimental manipulations that are implemented in a natural environment are called

field experiments

When a competitor, introduces a 15 percent price cut in order to blunt the effect of a test marketing study, this is an example of a ____

history effect

The two approaches that marketer researchers conduct surveys are referred to as

interactive and non interactive

When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer this is an example of

interviewer bias

Which of the following represents the average of all possible split-half reliabilities for a construct

lowercase alpha α

Which of the following survey research methods offers the lowest degree of respondent anonymity

mail intercept interview

Which of the following measures involuntary changes in the electrical resistance of the skin

psychogalvanometer