Exam 2 Questions

All of the following are situations that often call for qualitative research EXCEPT...

when conclusive evidence is desired

What is it called when a researcher compares secondary data from one source with data from another?

Cross-Check

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?

Curb-stoning

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

Interactive and Noninteractive

Carl is an interviewer, and he is supposed to write down everything respondents say. However, he has difficulty getting everything down. This is an example of...

Interviewer error

Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?

Laddering

A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer is called...

Observer Bias

A researcher was observing consumers' facial expressions as they looked over the men at a restaurant. One consumer forgot her reading glasses, so she was having trouble reading the menu and had to squint her eyes, causing her to look mad. The researcher interpreted this to mean she didn't like what she was seeing on the menu because he didn't know she couldn't see the words. The researcher's misreading the consumer's facial expressions as dissatisfaction is an example of...

Observer Bias

All of the following are advantages of survey research EXCEPT...

free from errors

Sherrie is interested in average monthly sales for smartphones in the United States. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of...

Data Transformation

The process of changing the original form of data to a format more suitable for achieving a stated research objective is called

Data transformation

Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?

Qualitative Marketing Research

Qualitative research is considered to be...because the researcher must extract meaning from unstructured responses.

Researcher-Dependent

Which type of error arises because of inadequacies of the actual respondents to represent the population of interest?

Sampling error

Which of the following is a disadvantage of secondary data?

User has no control over their reliability and validity