Marketing Research Exam #2 Review
T/F Attitudes cannot be directly observed but can be inferred from other measures
True
T/F With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible.
True
Which experimental research design involves repeated measures? within-subjects design between-subjects design squared-subjects design interdependent-subjects design
Within-subjects design
response bias
a bias that occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth
respondent error
a category of sample bias resulting from some respondent action such as lying or inaction such as not responding
covariate
a continuous variable expected to show a statistical relationship with a dependent variable
sample bias
a persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter
Which characteristic is a key difference between ratio and interval level scales? number of items absolute zero number of intervals nominal values
absolute zero
"I hate asparagus" is an example of which component of an attitude toward asparagus? affective cognitive motivation perceptive
affective
sample selection error
an administrative error caused by improper sample design or sampling procedure execution
demand characteristic
an experimental design element that unintentionally provides subjects with hints about the research hypothesis
interaction effect
change in a dependent variable due to a specific combination of lighting and color
effects
characteristics of experiments that allow hypotheses to be tested
Age, gender, and brand loyalty are all examples of ________________. concepts scales ratios codes
concepts
constructs
concepts that are measured with variables
When a researcher analyzes commercials during Saturday morning cartoons the researcher is engaging in____ content analysis contrived analysis indirect analysis entrapment
content analysis
systematic error
error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research
When a researcher claims that the results of a test market in Indianapolis, Indiana, will hold in a national rollout of the new product, this researcher is claiming _____________. external validity internal validity the repeated measures effect constant error
external validity
Operationalization
identifying scales that correspond to variance in the concept
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _________________. *a matching study *a repeated measures study *internal validity *external validity
internal validity
Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience? maturation effect history effect selection effect testing effect
maturation effect
____________________ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way
measurement
interviewer error
mistakes made by interviewers failing to record survey responses correctly
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) __________effect has occurred. mortality history instrumentation confounding
mortality
respondents
people who answer the survey
refusals
people who are unwilling to participate in a research project
Observing the movement of a shopper in a supermarket is an example of what type of observation? physical actions mall intercept verbal behavior temporal patterns physical actions
physical actions
If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable, ________________may occur. systematic error sampling error experimenter bias subject bias
systematic error
Acquiscence bias
tendency of a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey
interviewer cheating
the practice of filling in fake answers or falsifying questionnaires while working as an interviewer
Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? physical objects spatial tensions verbal behavior internet activities
verbal behavior
self-selection bias
A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.
data processing error
A category of administrative error that occurs because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis.
extremity bias
A category of response bias that results because some individuals tend to use extremes when responding to questions.
interviewer bias
A response bias that occurs because the presence of the interviewer influences respondents' answers.
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? *Administer multiple experimental treatment levels to each subject. Answers: *Use an experimental disguise *Isolate experimental subjects.
Administer multiple experimental treatment levels to each subject. Use a "blind" experimental administrator.
administrative error
An error caused by the improper administration or execution of the research task.
social desirability bias
Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role.
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments? the Hawthorne effect confounding constancy of conditions compounding
Constancy of conditions
no contacts
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.
Which statement about scanner data is FALSE, as compared to standard mail diary panel data? -Scanner data measures (actual) purchase behavior rather than reported behavior. -Scanner data measures are considered to be extremely obtrusive. -Scanner data collects more extensive purchase data. -Scanner data are collected mechanically, resulting in improved accuracy.
Scanner data measures are considered to be extremely obtrusive
Objectives of secondary data
- fact finding - model building - database marketing
Basic issues (4 design elements)
1. manipulation of the independent variable 2. selection and measurement of the dependent variable 3. selection and assignment of experimental subjects 4. control over extraneous variables
Observation that involves watching and recording what naturally occurs, without creating an artificial situation, is called ______________ observation.
Direct
T/F In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable.
False
T/F Secondary data may use different scales or units of measurement than what the researcher needs or desires. In these situations, the secondary data should not be used
False
T/FWhen respondents are asked to rank items based on their preferences it is called a nominal scale
False
main effect
The experimental difference in means between the different levels of any single experimental variable ex. impact of color and lighting)
nonresponse error
The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? primary experimental design basic experimental design factorial experimental design counterbalanced experimental design
basic experimental design
Experimental conditon
blocking variables co variate effects
Disadvantages of survey research
can have errors, can cause misleading results
Blocking variables
categorical variables such as gender or race
Advantages of Survey Research
quick, inexpensive, efficient, accurate, flexible
Your text discusses advantages of secondary data. List the primary advantage and 2 additional advantages.
readily available faster less expensive
population parameter
refers to some true value of a phenomenon within a population
Which of the following is an indicator of a measure's internal consistency? validity reliability sensitivity regression
reliablity
Nonrespondents
sample members who are mistakenly not contacted or who refuse to provide input in the research