MKTG 4154 Exam 2

Tata Motors of India is marketing a new vehicle that retails for only $2,200. The vehicle will carry two persons and has a body made of fiberglass. It is designed in component parts so that if a part is broken, you can easily disassemble the part and replace it with a new one ordered from Tata. Tata realizes that it will take some time for countries to allow the small vehicle on public roads due to safety requirements. However, Tata sees an immediate market among business firms who need inexpensive yet reliable vehicles to transport personnel around large manufacturing or warehousing facilities. One Tata manager stated: "Ninety percent of the time, company cars are used to transport only one or two persons and much of their travel is confined to the plant premises." "The new Tata vehicle will not replace the large company cars but can reduce the number of company cars a firm must buy by a substantial amount, thus saving tremendous amounts of money." Executives at Tata are interested in a sales estimate in Great Britain, their first targeted market outside of India. They will construct a sales forecast based upon a survey of companies and they know that demand will vary substantially, depending on the size of the company. Small firms will not want any vehicles, medium-sized firms may want about 5 or 10 vehicles, and large firms may want 20 to 100 vehicles. Secondary data is available that allows Tata to identify all firms in Great Britain and to know the size of the firm. If a survey is conducted to predict demand for the new Tata vehicle among business firms, which of the following sampling methods would be most appropriate?

Stratified sampling.

Which of the following is NOT an advantage of person-administered surveys?

Suitability

Which of the following sampling techniques would the following formula be used with,

Systematic sampling.

Regardless of which variation of computer-assisted surveys is considered, at least four advantages of computer-assisted surveys are evident. Which of the following is NOT an advantage of computer-assisted surveys?

Technical skills requirement

Some interview techniques do not require the researcher to watch the respondent complete the survey and ensure correct procedures are followed. Which of the following is that type of technique?

Telephone interview

An application for a radio license with the FCC is due in six weeks, and a listenership study of other stations in the area must be conducted. Which would be the preferred method of data collection?

Telephone survey

Which approach to organizing the flow of questions would order questions from general to specific or from wide to narrow?

The funnel approach.

The question ""If you were looking for an automobile that would be used by the head of your household who is primarily responsible for driving your children to and from school, music lessons, and friends' houses, how much would you and your spouse discuss the safety features of one of the cars you took for a test drive?" violates which of the following rules of question wording?

The question should be a grammatically simple sentence if possible.

Which of the following causes sampling error?

The size of the sample.

Which of the following is a distinct advantage of computer-assisted questionnaire design software packages?

They are easier and cheaper.

What is wrong with this question?What is your annual income? (please check)__$10,000-$25,000__$25,000-$40,000__$40,000-$50,000__$50,000-$75,000__$75,000-$100,000

They are not exhaustive and not mutually exclusive

The question: "What was your reaction to the Sony CD player advertisement you saw on television last?" is an example of which response format?

Unaided open-end.

Which of the following is the following question an example of?"On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?"

Unanchored n-point scale.

Which statement most likely explains why the following question was included in the Wendy's Survey?

Wendy's wanted to know how often people eat at its competitors.

Which statement most likely explains why the following question was included in the Wendy's Survey?

Wendy's wanted to know if billboards and other media types were important sources of information to consumers when they decide where to eat.

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-end question that might have been asked?

What is personal fashion style?

Which of the following should be most helpful in dividing the sample into different strata?

a basis that will result in different responses across strata.

The question: "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is:

a leading question.

If we define our population as all households in the city of Chicago, Illinois, and we use the Chicago telephone directory from which to draw our sample units, we would likely have:

a survey with sample frame error.

"Rate your satisfaction level on a scale from 1 to 10" is an example of:

a synthetic metric question.

A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned artificial numbers is called:

a synthetic metric scale.

Which of the words below is an ambiguous word?

all of the above

According to the rules of question wording, a question should be:

all of the above.

Questionnaire organization has the potential to:

all of the above.

Simple random sampling is an appealing method because:

all of the above.

The weakness of quota sampling includes:

all of the above.

A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n):

anchored 5-point scale.

Consider the question: "Rate the performance of your book bag from 1 to 5, where 1 means 'poor' and 5 means 'excellent.'" And, then you are given a number of performance factors such as "appearance," "roominess" and so on to rate. This is an example of a(an):

anchored n-point scale.

A synthetic metric question uses:

artificial numbers to measure consumers' state of mind.

When developing a questionnaire, if the researcher is asking him/herself if the word means what he/she intended; if it has any other meanings; if the word has more than one pronunciation; or if a simpler phrase is suggested, then he/she is probably concerned with ________.

avoiding ambiguous words

A sample is a subset of a group that should:

be representative of the entire population.

Non-probability sampling methods take shortcuts that:

both A and B.

It is the researcher's responsibility to select only sample frames that:

both A, B and C.

Which level of measurement is represented by answers on a scale, such as "yes," "no" or "male," "female" represent which level of measurement?

categorical

In a survey for ACME Electric Co., Ralph Thomas asks the following questions: "What is your gender? Male-Female" and "From 1 to 10, how much do are you satisfied with the service you received?" In the first question regarding gender, the answers are composed of a small number of distinct values or categories. In the second question, the answers are composed of numbers that have an "underlying measurement continuum." How would you classify these two questions?

categorical, metric

A ________ is defined as an accounting of everyone in the population.

census

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

closed-end

One form of probability sampling is known as ________ sampling, in which the population is divided into subgroups, each of which may represent the entire population.

cluster

A market researcher divides the Dallas metropolitan area into blocks having roughly equal populations. He then selects a random sample of blocks and sends interviewers to each sampled block. The interviewers are instructed to interview every eighth dwelling unit. This is:

cluster sampling.

A sampling technique that separates the population into different subgroups and then samples one or some of these subgroups is:

cluster sampling.

While person-administered surveys were the industry mainstay, ________ have grown to a dominant position in developed countries.

computer-assisted survey methods

A ________ question is one whose answer affects which question will be asked next.

conditional branching or filtering

Patrick Strubel is a young attorney who is reviewing a proposed research survey to be used in an upcoming trial. The case involves potential deceptive advertising claims made in a TV commercial advertising over-the-counter (i.e., nonprescription) medicine by the defendant firm. Patrick is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial. Patrick wants to separate respondents into two categories: a. those who recall having actually seen the TV commercial and b. those who do not recall having seen it. For those who do not recall having seen the commercial, they will be asked to view the commercial before asking questions about their beliefs of the claims made. Patrick views the questionnaire proposed by the research firm. One of the questions is: 3. Do you recall having watched a TV commercial featuring XYZ, a pain reliever for arthritis? If "yes," continue. If "no," go to Question 12. This question would be considered a(n):

conditional branching/filtering question.

A survey conducted at a busy pedestrian intersection is an example of:

convenience sampling.

Which of the following is NOT considered a probability sampling technique?

convenience sampling.

The first step in developing a sampling plan is to:

define the target population.

You should obtain a listing of the population after:

defining the target population.

Screening questions are used to:

determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.

A(n) __________ question is the simplest form of a closed-end question that allows only a "yes" or "no" response.

dichotomous

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

double-barreled question

Margaret Day Craddock is the director of MIFA, a charitable organization in Memphis, Tennessee. Margaret has contracted with a marketing research firm in Memphis to conduct a telephone survey of Memphis MSA residents to assess their awareness of charitable organizations, tax code provisions for charitable donations, attitudes toward charitable organizations, and intentions to contribute in the coming year. Not everyone contacted will be eligible to take part in the study as there is a screening question which asks if the potential respondent is the person in the household that is most likely to make decisions regarding the family's contributions to charity. Because Margaret plans on using the research information to help her set objectives and the budget for the coming year, she has instructed the research firm to ensure that the information is representative of the MSA. Bob Smith, of the research firm, is using a probability sample and he is taking safeguards to minimize non-sampling error. Today, Bob is working on factors that will affect the response rate. Because there will be a screening question, Bob knows that this will:

have an impact on the response rate in that only those respondents who pass the screening will be included in the final sample.

If a respondent is required to actually use a product in a realistic setting, ________ may be the only data collection method that will work.

in-home interviews

The population for a market research project in Iowa to determine the cleaning service needs in companies would be defined as:

individuals responsible for cleaning service in companies located in Iowa.

If the distance between the "2" and the "3" and the "6" and the "7" on a scale are equal, the data format would likely be at least:

interval data.

The question, "Do you exercise often? seldom? sometimes?" __________.

is ambiguous

The question, "How do you judge the price and the quality of the product?" _________.

is double-barreled

A leading question is one that:

is worded in such a way that gives the respondent a clue as to how to answer and should be avoided.

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because: Hint: Thus, sometimes, marketing researchers choose not to use a neutral point intentionally to force respondents to pick a side.

it allows respondents to dodge or hide their feelings.

One of the advantages of systematic sampling over simple random sampling is that:

it has "economic efficiency" in that it is less time consuming and easier to select.

The question "Don't you see any problem with using your credit card online?" is a:

leading question.

"How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?" is an example of a(n) ________ question.

loaded

"Should people be allowed to protect themselves from harm by using mace as self-defense?" is an example of a(n) ________ question.

loaded

"How many times have you visited the library in the last month? A) once; B) twice; C) more than twice" is an example of:

multiple-choice categorical question.

Jane Ellen Roberts is concerned about error in a survey that she is conducting for her company. Specifically, she is concerned about non-sampling errors but she realizes non-sampling errors:

must be identified and appropriate steps must be taken to limit or eliminate their occurrence.

A question asks respondents to write in how many times they have visited an ATM in the last week. This is an example of a:

natural metric question.

One of the major problems with mail surveys is non-response bias. In an effort to minimize this, a researcher decides to limit the sample to his personal friends from whom he is sure to get replies. This is an example of:

non-probability sampling.

Errors that pertain to anything in the research process except sample size are known as:

non-sampling errors.

Questionnaire organization refers to:

none of the above.

"Describe your college experience" is ________ questions.

open-end

A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

open-end

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way:

ordinal data.

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy in the following way:

ordinal data.

The ________ is the entire group under study as specified by a research project.

population

The skip interval is calculated by dividing the ________ by the sample size.

population list size

A double-barreled question is one that:

poses two different questions in one question and should be avoided.

An "educated guess" as to who should represent the population is required for:

purposive sampling.

Using a knowledgeable person to decide who would be in a sample is an example of:

purposive sampling.

Natural metric scales are inherently:

quantitative

A(n) ________ is the vehicle used to pose questions that the researcher wants respondents to answer.

questionnaire

The most commonly used non-probability sampling method when you have some information (age, gender, etc.) about your target population is ________.

quota sampling

A survey administered to obtain 40 percent Hispanics and 60 percent Europeans is:

quota sampling.

The relationship between sample size and sample accuracy is that as sample size increases:

sample error decreases.

All of the following are reasons why a researcher might choose a sample over a census for making inferences about the population, except

sample has less sampling error than a census.

The ________ is a definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample.

sample plan

A researcher investigating the consumption of sugar takes a random sample from the population and computes the mean sugar consumption. He repeats the procedure a number of times using the exact same procedure, and finds the means obtained vary from sample to sample. This is an example of

sampling error.

A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

semantic differential

How would you rate Sears as a department store?

semantic differential scale

In a ________, respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme to the other.

semantic differential scale

Before the questionnaire design, we must first ________.

specify the information needed

If your response rate is 55 percent, your non-response rate is:

45 percent.

Reasons for taking a sample instead of a census include:

A and B.

When using conditional branching, the researcher should

A and B.

The question, "Do you feel the government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?" _________.

A and C

In questionnaire design, the researcher:

A and C.

Physically numbering the questions and adding a progress bar on a questionnaire:

A and C.

Which of the following is true and should be remembered when developing questions?

A single word can make a difference in how respondents respond to a question.

Quota sampling is typically used so that the distribution of a characteristic or characteristics in the sample matches the distribution of these same characteristics in the population. With respect to the representativeness of quota samples, it can thus be said that

A, B, and C are correct.

Over and above the expense associated with person-administered surveys, there are other disadvantages. Which of the following is NOT a disadvantage of person-administered surveys?

Adaptability

In practice, simple random sampling should be strongly considered:

All of A, B, and C are situations that allow for the practical application of simple random sampling.

Which of the following does NOT affect a respondent's willingness to produce a response?

All of the above affect a respondent's willingness to provide a response.

Which of the following pairs is NOT appropriate for anchoring a semantic differential scale in a marketing application?

All of the above could be used.

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

All of the above should be avoided.

Which statement is NOT correct about measurement?

All of the above statements are true.

What information of consumers can be collected using questionnaire?

All of the above.

Which of the following functions does a questionnaire serve?

All of the above.

In the question, "Do you always buy electronic products from Dell?" which word could cause bias in respondents' answers?

Always.

Which of the following best represents what should be done about non-sampling error?

Because it cannot be measured, researchers must know the sources of non-sampling error and learn how to minimize it.

Which of the following questions is NOT an example of a loaded question?

Both A and C.

________ are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

Branching questions

When a researcher asks respondents for the names or identities of others like themselves who might qualify to take part in the survey, they are using what type of sampling method?

Chain referral sampling

Which of the following is not the benefit of using closed-end questions:

Close-end questions give respondents some degree of control over the answers.

The following question in the Wendy's Survey illustrates which type of question format?

Closed-end

A busy pedestrian area or a shopping mall, as the sample frame from which to intercept potential respondents, would represent what type of nonprobability sampling method?

Convenience sampling

A research company performing a mall intercept study would be an example of the use of what type of sampling method?

Convenience sampling

In selecting a data collection mode, a researcher balances quality against:

Cost, time, and other considerations

Which of the following is NOT included in the introduction part of the questionnaire?

Demographic questions.

When a survey displays or asks questions that are appropriate based on the respondent's prior answers, this is known as:

Display logic

Which of the following should NOT be a consideration when choosing a survey method?

Easiest method for the researcher

Self-administered surveys have several important advantages. Which of the following is NOT one of these important advantages?

Enhanced monitoring ability

Because they measure psychological constructs of consumers, such as attitudes, opinions, and so on, and because these constructs exist on a continuum, scaled question formats are most useful for measuring:

state of mind.

Stratified sampling is used with a skewed population, and the researcher identifies ________ contained within the population based on their differences.

strata

Which of the following is NOT a leading question?

Have you heard about the satellite radio system?

Computer-administered surveys provide a variety of advantages. Which of the following is NOT one of those advantages?

High qualification rates of respondents

Regarding the probability of including a sample unit in a probability sample, which of the following is most accurate?

If you do not know the probability of including a sample unit, then the sample is not to be considered a probability sample.

If the population is believed to have a skewed distribution for one of more of its distinguishing factors, which of the following should be used?

stratified

________ are offers to do something for the respondents in order to ________ the probability that the respondents will participate in the survey.

Incentives; increase

Which of the following is NOT an advantage of using survey methods?

Insensitivity to subgroup differences.

You have been assigned the task of evaluating consumer acceptance of and favorability toward a new wedge that Stuart Weitzman (a high-end shoe company) has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the shoe, what is the lowest data format that you can use?

Interval

A research divides the population of the purchasers of Bud Light beer into heavy and light users. He then chooses a random sampling independently from each group. This is an example of:

stratified sampling.

Which statement is NOT true about pretests?

It is a good practice to employ only experienced interviewers to conduct pretests.

The Likert scale has several advantages. Which of the following is not an advantage?

It is suitable for mail, telephone, or personal interviews.

The main disadvantage of using random number to draw a simple random sample is:

It requires a complete accounting of the population.

Researchers often desire to measure ________, which cannot be directly observed because they are mental constructs such as a person's attitude or intentions.

subjective properties

Compared to observation or other qualitative methods, ________ allows the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

survey

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

Likert

The following question is the Wendy's Survey best illustrates which type of question format?

Likert

Sears has poor in-store service 1 2X 3 4 5 I like to shop at Sears. 1 2X 3 4 5

Likert scale

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

Likert scale

Which of the following is NOT a type of a person-administered/computer-assisted survey?

Mail survey

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of creating a 100-point favorability scale for measuring their attitude toward department stores.

Measurement; Scaling

In the question, "What was the most important factor that convinced you it was time to make this purchase?" which word could cause bias in respondents' answers?

Most.

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:

Nominal data.

The members of each basketball team wear numbers on their jerseys. What scale of measurement are these numbers considered?

Nominal.

Which type of sampling technique is not based on fairness, equity or equal chance?

Non-probability sampling.

What type of sampling method is selection not based on chance or randomness but based on an inherently biased selection process?

Nonprobability sampling

________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on.

Objective properties

Scale development is primarily concerned with the creation or use of ________ measures.

synthetic metric

A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means "very dissatisfied" and 5 means "very satisfied." This is an example of a:

synthetic scale.

When you want to measure the frequency of use, which of the following scales is recommended?

One-way labeled scale.

Which of the following scales might have an example that ranges from "Not Important" to "Extremely Important"?

One-way labeled scale.

When a research budget is austere, a researcher might opt for which type of data collection method?

Online survey

If a respondent needs to observe a short video or moving graphic, which method of data collection would be the most appropriate?

Online surveys

"Why do you smoke? _______________" is an example of which type of question?

Open-end

Which of the following statements is NOT a disadvantage of open-end questions?

Open-end questions have a much more biasing influence on response than close-end questions.

What are the three basic question formats?

Open-end, categorical and metric.

If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are:

Ordinal data.

A bank asks customers to evaluate the drive-thru service as good, average, or poor. What data format is this classification?

Ordinal.

When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer this is what type of data collection?

Person-administered survey

There are several parameters regarding the pretest of a questionnaire. Of the following, which is MOST accurate?

Pretest participants should be representative of the target population under study.

________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.

Pretesting

Which of the following is NOT among the four methods of data collection?

Proxy-assisted surveys

Louise Fulkerson is president of the Student Marketing Association at Baylor University. Louise and the other officers want to conduct a short survey to determine the type of programming they should offer for the upcoming year. Their population is defined as "students in the College of Business." One of the officers suggests that each of them go into their classes, mostly seniors, and conduct the survey. "We can do it easily and fast and our professors will be glad to help the association out by giving us a few minutes to conduct the survey," says one of the officers. But Louise is worried about the sample. "Most of us are marketing majors and we are all seniors taking senior classes. I would prefer to ask the Department Chairperson if we can survey students taking Fundamentals of Marketing because all majors have to take this course and most of the future members of the Association will be coming from these Fundamentals classes." Louise is suggesting which one of the following sampling methods?

Purposive sampling.

A researcher may be interested in knowing what they think about the promotional display in a supermarket and how they behave when exposed to a display. In this case, the researcher would want to ask consumers a bunch of questions about it. What form would the researcher use?

Questionnaire.

A fine jeweler may require that the final sample is 75 percent female and 25 percent male because they understand that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use which type of sampling method?

Quota sampling

Paul Solomon is the owner of Solly's, an upscale restaurant in Tampa, Florida. Each year, Paul spends about $150,000 in advertising. As this year's ad budget decision must be made, Paul decides that he wants to know just how good his advertising dollars are working for him. He hires Getty Research Associates who recommend that he establish a baseline of awareness. Getty recommends a TOMA study which stands for Top-of-Mind-Awareness. TOMA studies consist of taking a probability sample of the population and asking respondents to name the first three "insert type of business here." Obviously, for Solly's, Getty would be asking respondents to name the top three restaurants in the area. The percentage of respondents that named Solly's would be a baseline measure of awareness and future promotions could be evaluated in terms of whether or not they increased awareness. While Paul was intrigued with online surveys because they were fast and less expensive, Getty recommended a traditional telephone survey using the local Tampa directory. Getty also explained to Paul that "Plus One dialing" could be used to ensure that unlisted numbers were included. Though the directory was quite large and no electronic version was available, Getty felt they could efficiently draw the sample using a:

systematic sampling.

While giving guidelines to her field interviewing staff, a researcher states, "I want you to interview every tenth customer entering a K mart store at the following key sites." This is an example of:

systematic sampling.

Conditional branching or filtering questions are less appropriate with

telephone questionnaire.

"Metric" means:

the answer to a question is a number that expresses some quantity of consumers' state of mind being measured.

In order for a synthetic scale to have meaning, you must know ________.

the range of the scale

Rising nonresponse rates have caused marketing researchers to rethink the use of:

traditional data collection methods.

Leslie Bradley is an entrepreneur with a small business in Little Rock, Arkansas. Working with a local engineer/inventor, Leslie has developed a new cooking device that she thinks will revolutionize cooking. The device is a small oven that is portable and uses a gas injection system to cook meals in a fraction of the time taken in a normal oven. The new system creates a very high temperature and the gas jets are located 360 degrees around the food to be cooked, thus ensuring that the food is cooked equally on all sides. Leslie and the engineer applied for a patent and then immediately sought a relationship with a large manufacturer to produce and distribute the new oven. To her surprise, when she demonstrated it to the top three manufacturers, they all had the same reaction: "We are very interested in this new invention but we would like to see some consumer research that tells us what consumers think about the device." "Will they think the temperature is too high and represents a safety issue?" "Do they really think that a roast cooked in 6 minutes will taste the same as one roasted for 2 hours?" "How much, if any, will they be willing to pay for the added convenience of time savings?" Leslie sought the services of Weber Research, Inc. WRI was an established research firm in the city and they recommended that they use their mall facility in order to conduct some research that allowed consumers to use the device and taste the food cooked in the device. Leslie agreed but was concerned about the types of persons in the shopping mall. "They really won't represent our area since they will likely be mostly female and they will have higher incomes than the general population." WRI assured Leslie that this could be overcome by using which of the following sampling methods?

Quota sampling.

Which of the following sampling technique is used as a means of ensuring that convenience sampling will have the desired proportions of different respondent classes?

Quota sampling.

Which of the following is/are necessary for systematic sampling?

Random-starting point and skip interval.

An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of:

Ratio scale.

While self-administered surveys have several important advantages, they also have disadvantages. Which of the following could be considered BOTH an advantage as well as a disadvantage?

Respondent control

________ is the list of elements in the population from which the sample is selected.

Sample frame

________ questions are used to ferret out respondents who do not meet certain qualifications.

Screening

A study of factors thought to be important in purchasing an automobile uses the following question: "Have you purchased an automobile in the last two years?" This is an example of what type of question?

Screening.

In terms of locating types of questions on the questionnaire, which of the following is true?

Screens are first, warm-ups second, and classification questions are last.

What kind of question is the following?"Place an X in the space that describes your feelings about this test."Easy __ __ __ __ __ DifficultFair __ __ __ __ __ Unfair

Semantic differential scale

Which of the following scale is good for measuring store, company or brand images?

Semantic differential scale.

Which type of scale contains bi-polar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

Semantic differential scale.

Which scale is a good substitute for a semantic differential scale as it is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute?

Stapel scale.

Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end (+3) and includes a 0 midpoint?

Stapel scale.

If we were to ask college students, "To what extent do you value a college degree?" which sampling technique would be most appropriate?

Stratified sampling because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior.