Market Research Test 2

If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary

15

Suppose that a mail survery is sent to 220 people and 20 surveys are returned bc they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was

30%

Hidden observation studies must be alert to situations in which the subjects privacy must be protected

True

Customers going through drive-thru at Starbucks were being watched to see how long they look at the menu before ordering. They are unaware that they are being observed. This type of observation is referred to as ___ observation

Unobtrusive

Age gender brand loyalty and corporate culture are all examples of

concepts

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

concepts

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

constant sum scale

Age is an example of a ___ measure

continuous

a group of subjects to whom no experimental treatment is administered is called a ____ group

control

Which of the following survey research methods is the most expensive

door to door personal interview

All of the following are errors associated with direct observation EXCEPT

entrapment

An ____ refers to one of the possible values for each independent variable in an experiment

experimental condition

All of the following are ways to increase response rates for mail surveys except

Always reveling the sponsor of the research

A means ______ the respondent stops answering questions resulting in an incomplete survey

Breakoff

An advantage of the Likert- type summated rating method is that it is easy to know what a single summated score means

False

in experimental research, independent variables are simply measured

False

in ration scales, the location of the zero point is arbitrary

False

What type of scale is the following? How likely are you to purchase an iPhone within the next six months? ____ Definitely will purchase ____ Probably will purchase ____ Might purchase ____ Probably will not purchase ____ Definitely will not purchase

behavioral intention

____ is the process of desciribing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way

measurement

Questions that require respondents to choose one and only one response from among several alternatives are called ____ questions

multiple choice

In a research study, a potential resondeent who is not at home at either the first or second attempt to reach this person by phone is called

no contact

Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ______ scale.

nominal

People who are not contacted or who refuse to cooperate are called

non respondents

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

simple- dichotomy

A bar at the top of a page in an internet survey that indicated how much of the survey still needs to be completed is known as what type of bar

status

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

A scientific procedure that allows a new product to be tested under realistic market conditions is called a

test market

When high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam because of what they experienced on the first exam, this is an example of

testing effect

Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact

true

Semantic differential scaled can be scored by -3 -2 -1 0 1 2 3

true

Which element of the marketing mix can be examined with a test market

ALL promotion product price

"I hate asparagus" is an example of which component of an attitude towards asparagus

Affective

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

Branching

Which of the following represents the percentage of people who are exposed to an internet advertisements who actually click on the corresponding hyperlink which takes them to a companys website

CTR Click Through Rate

Arbitron is the research company that estimates national television audiences

False

mathematical operations cannot be performed with numbers from nomial scales

False

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

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

A(n) _____ survey is self administered questionnaire posted on a website

Internet

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?

Is the behavior being observed commonly performed in public where it is expected that others can observe the behavior? Has the person been adequately notified that their behavior is being observed? Is the behavior performed in a setting in which the anonymity of the person being observed is assured? ALL OF THE ABOVE

Which type of questions conserves space on a questionnaire

Multiple- grid question

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

Non sampling errors

Josh received a research questionnaire in the mail. He completed it and sent it back to the marketing researcher. Which type of the survey approach is the researcher using?

Noninteractive survey approach

When a respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall, what type of mistake has been made in questionnaire design?

Order Bias

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

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

Physical actions

Sammy told a researcher that she has lived in her current house for two years, but in reality she lived there for more than five years. Sammy's thinking that moving into her home happened more recently than it actually did is an example of

Telescoping

What type of scale is the following? How likely are you to purchase an iPhone within the next six months? ____ Definitely will purchase ____ Probably will purchase ____ Might purchase ____ Probably will not purchase ____ Definitely will not purchase

behavioral intention

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

The experimental difference in means between the different levels of any single perimental variable is referred to as a

main effect

Which of the following is a disadvantage of test marketing

Loss of secret cost time ALL OF THE ABOVE

All of the following are experimental design issues EXCEPT

Manipulation of the dependent variable

Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study

a monetary incentive

A callback procedure should be used for all of the following except

a respondent who refuses to participate

a questionnaire that collects information that is valid is considered

accurate

Which format asks a respondent to remember something and gives them a clue to help

aided recall

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

anchoring effect

The group receiving an experimental treatment is called the

experimental group

A website designer is interested in how people look at a website. He wants to know where they look first when a page comes up. Which mechanical device would be appropriate for finding this out.

eye tracking monitor

In ratio scales, the location of the zero point is arbitrary

false

Research projects involving experimental manipulations that are implemented in a nature enviornment are called ____

field experiments

A question that screens out respondents who are not qualified to answer a second question is called a ___ question

filter

Survey____ refers to the ordering of questions through a survey

flow

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

If a researcher is interested in which parts of an advertisement catches respondents attention, the most, which of the following would be useful

heart map question

Observation in which the subject is unaware that observation is taking place is called ____ observation

hidden

_______ represents a measures homogeneity or the extent to which each indicator of a concept convergence on a common meaning

internal consistency

Observing a persons 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

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a

pretest

What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply) ______ Savings account ______ Car loan ______ Home mortgage loan

Checklist Question

Laurie believes a Honda Accord gets 36 miles per gallon. This belief represents which component of her attitude towards this automobile

Cognitve

When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation

Contrived

Kamal is assigned to a group in an experiment examining the effectiveness of zinc on diminishing the symptoms of a cold. He didn't know it, but the capsule he received didn't contain any zinc in it. In fact, it was just a sugar pill. The other group of subjects received the true zinc supplements, and researchers compared the number of days subjects felt cold symptoms. Kamal was assigned to which group in the experiment?

Control

An introductory statement or preamble to a potentially embarrassing question that reduces a respondents reluctance to answer by suggesting that certain behavior is not unusual is called a

Counterbiasing statements

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

Curb Stoning

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

Psychogalvanometer

Which of the following measures physiological reactions

Pupilometer

Which of the following eliminates the counting of names in a list and subjectivity determining whether a telephone directory listing is a business, institution, or legitimate household?

Random Digital Dialing

Which of the following involves randomly assigning respondents to answer either the question of interest (embarrassing) or a mundane and unembarrassing question?

Randomized response technique

People who are unwilling to participate in a research project are referred to as

Refusals

The people who answer survey questions are referred to as

Respondents

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

Sampling error

A researcher gave Janis and her husband a bar-coded card, like a frequent-shopper card, that they give to the checkout clerk at the grocery store. Their code number is coupled with the purchase information recorded by the scanner. This family is participating is a(n)

Scanner- based consumer panel

All of the following measure physiological relations EXCEPT

Scanning systems

A researcher is examining the impact of pictures in advertisements and whether including instructions to imagine impact subjects' mental imagery. She manipulated three treatment levels of pictures: concrete picture, abstract picture, or no picture. Instructions to imagine were either present or not present. How many cells are there in this experiment?

Six

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

Measuring the distance visitors stand from a painting of a Van Gogh exhibit at the St. Louis Art museum is an example of what type of observation

Spatial relations

When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars in the US" while half of the respondents are asked to agree or disagree with the statement "cars made in the US are better than foreign made cars" this is an example of

Split ballot technique

A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is known as what type of bar?

Status

Brad is a brand manager of a line of laundry detergent products in his company. His company's sales representative in Dayton, OH informed him that a competitor was conducting a test-market of a new line of strongly-scented laundry products. Brad knew from consumer research that consumers do not like overly strong scents, so he directed this sales representative to purchase all of the competitor's product in the stores in an attempt to make the product appear to sell well in the test-market so that the company will falsely believe that the product was successful. Brad's actions are called _____.

Test market sabotage

If salespeople in a test market city arrange for more shelf-facings than would normally be available to the product under normal store conditions, the test-market has the problem of

Unrealistic store conditions

Which of the following is a term referring to the study of human movements within an environment

Way- finding

When a researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even numbered questions, this is an example of a ______re reliability

split half

A psychology professor is conducting an experiment in which subjects perform memory tasks. There are four groups, each participating in different buildings on campus. During the time of the experiment one group was in a building near a dumpster that was being emptied by a big, noisy trash truck. The other groups weren't close enough to hear the noise. Which type of error does this introduce into the research?

systematic error

If salespeople in a test market city arrange for more shelf- facings than would normally be availible to the product under normal store conditions, the test market has the problem of

unrealistic store conditions

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

∝