Marketing Research Final

paired....

"If a researcher examines respondents' scores on two interval variables for which a measure was taken for each respondent on both variables, which test is appropriate?

marketing channel

"Retailers, wholesalers, trucking companies and other interdependent institutions that perform the logistics necessary for consumption to occur make up the

sampling frame

A list of elements from which the sample may be drawn is called a

repeated measures

A researcher is conducting an experiment in which subjects are exposed to all of the test ads in the study. This is an example of:

tachistoscope

A researcher wants to have control over how long a test subject sees an advertisement. Which device should he use

systematic sampling

A sampling procedure in which a starting point is selected by a random process and then every nth number on the list is selected is called

observation

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

mystery shopper

Clara is hired to go to Starbucks coffee shops and pretend to be a customer to observe how she and other customers are treated by employees. Clara is a

respondent

Hans is completing an online survey he received from BestBuy about a recent purchase he made at that store. Hans is the

overattention

If salespeople in a test-market city spend an inordinate amount of time setting up and updating point-of-sale displays in supermarkets, this creates which type of problem?

Stratified sampling

John is conducting research with a sample of physicians and wants to use a more efficient sample than would be possible with simple random sampling. He also wants to ensure that the sample will accurately reflect the population of physicians he is interested in surveying. He wants to ensure he obtains a sample that reflects the demographic and specialization characteristics of this population. Which probability sampling procedure will best meet his needs

faster, less

Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data

field experiments

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

netnography

The application of ethnography to comments made in online communities is called

fact finding

The simplest form of secondary-data research is

empriacal testing

To test the hypothesis that empowering employees to handle and rectify customer complaints without managerial approval results in greater customer loyalty, a marketing researcher designs an experiment in which half of a hotel chain empowers its employees while the other half does not and follow up surveys are administered to customers who had complained during their stay. What is this researcher doing?

mechanical observation

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?

60%?

What percentage of the households in the United States has landline telephones?

simple random sample

When a researcher puts the name of each person on a sampling frame list on a 3" x 5" card, shuffles the cards thoroughly, and then selects 35 names from the top of the pile of cards for a phone interview study, this is an example of what type of sampling procedure

convenience sample

When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure does this represent

index of retail saturation

Which of the following is a calculation that describes the relationship between retail demand and supply

way-finding

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

simple-dichotomy question

Which of the following is a type of fixed-alternative question

external validity

Which of the following is concerned with the accuracy with which experimental results can be generalized beyond the experimental subjects

crosstabs*

Which of the following is most appropriate when the independent variable and the dependent variable are categorical variables?

confound

Which of the following means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variables

systematic or nonsampling error

Which of the following occurs if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable

temporal patterns

Which phenomenon is being observed when a researcher measures how long customers have to wait before receiving their food in a restaurant

interactive survey approach

Which survey approach allows spontaneous two-way interaction between interviewer and respondent

causal research?

Which type of research allows causal inferences to be made?

observation

_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.

Analysis of variance (ANOVA)

_______ involves the investigation of the effects of one treatment variable on an interval-scaled dependent variable and determines whether statistically significant differences in means occur between two or more groups

entrapment

all of following are errors associated with direct observation EXCEPT

test units

are the subjects or entities whose responses to the experimental treatment are measured.

mystery shopper

employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as

model building

involves specifying relationships between two or more variables and can involve the development of descriptive or predictive equations

response latency

ohn is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. The recorded choice time is referred to as

visible

was observing how children play on playground equipment at a public park. The observers were out in the open and parents were told that their children were being observed. This type of observation is called _____ observatio

contrived observation

which the investigator creates an artificial environment in order to test a hypothesis is called _____

lower error

All of the following are advantages of quota sampling over probability sampling EXCEPT _______

attitudes

All of the following are observable phenomena EXCEPT

expressive behavior

All of the following cannot be observed EXCEPT

counterbiasing statement

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 _____

closed-ended

Another term for fixed-alternative questions is _____ questions

diary panel data

Asking a group of households to record their consumption of certain products over a two-year period is an example of

callbacks

Attempts to try and contact those sample members missed in the initial attempt are called

non response error

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a