MKT 3356 midterm 2 CH 7-11
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.
respondent error
A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias.
Sample Bias
A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter
Sample Survey
A survey that emphasizes contacting respondents who are a representative sample of the target population.
administrative error
An error caused by the improper administration or execution of the research task.
social desireability bias
Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role. ($675 nail polish)
Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website? 1. conversion transaction rate (CTR) 2. cost per click (CPC) 3. page views 4. click-through rate (CTR)
Click through rate (CTR)
Sampling Error
Error arising because of inadequacies of the actual respondents to represent the population of interest.
click rate
The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire.
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.
When the subject is unaware that he is being observed, this represents what type of observation? 1. indirect 2. contrived 3. unobtrusive 4. content analysis
Unobtrusive
unconscious misrepresentation
When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question.
what is an acquiescence bias?
a tendency to agree with all or most questions
Which of the following are possible test units in a marketing research study? 1. all of these choices 2. people 3. retail stores 4. sales territories
all of these choices
Which of the following is a disadvantage of test-marketing? 1. all of these choices 2. cost 3. time 4. loss of secrecy
all of these choices
All of the following are ways to increase response rates for mail surveys EXCEPT _____. 1. cover letter 2. interesting questions 3. always revealing the sponsor of the research 4. advance notification
always revealing the sponsor of the research
A(n) _____ is a single characteristic or fundamental feature of an object, person, situation, or issue. 1. variable 2. attribute 3. concept 4. construct
attribute
All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT _____. 1. avoid personal questions 2. avoid double-barreled questions 3. avoid complexity 4. avoid leading questions
avoid personal questions
_____ is the process of taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language. 1. Reliability 2. Linguistic verification 3. Filtering 4. Back translation
back translation
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? 1. counterbalanced experimental design 2. primary experimental design 3. factorial experimental design 4. basic experimental design
basic experimental design
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 1. checklist question 2. pivot question 3. counterbalancing question 4. filter question
checklist question
The most commonly applied estimate of a composite scale's reliability is _____. 1. coefficient beta 2. an index coefficient 3. criterion coefficient 4. coefficient alpha
coefficient alpha
Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____. 1. secondary observation 2. pseudo observation 3. biased observation 4. contrived observation
contrived observation
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? 1. blocking 2. control 3. experimental 4. primary
control
When the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of _____. 1. indirect observation 2. contrived observation 3. direct observation 4. response latency
direct observation
Measures that can take on only one of a finite number of values are called _____. 1. limited measures 2. discrete measures 3. neutral measures 4. continuous measures
discrete measures
Which of the following survey research methods is the most expensive? 1. mall intercept personal interview 2. mail survey 3. telephone interview 4. door-to-door personal interview
door-to-door personal interview
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
A control group is one in which an experimental treatment is administered. 1. False 2. True
false
In a phenomenological approach, the researcher does not interact with those he or she is observing. 1. True 2. False
false
"What is your gender? ______ M ______ F" is an example of what type of question? 1. loaded 2. bipolar 3. leading 4. fixed-alternative
fixed alternative
What type of scale is the following? Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant. Modern _______________ Old-fashioned 1. category 2. linear 3. Likert 4. graphic rating
graphic rating
When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, this is an example of a _____. 1. testing effect 2. history effect 3. cohort effect 4. maturation effect
history effect
Which of the following is a threat to the internal validity of an experiment using a repeated measures design? 1. instrumentation effect 2. attrition effect 3. redundancy effect 4. cohort effect
instrumentation effect
____ represents a measure's homogeneity or the extent to which each indicator of a concept converges on a common meaning. 1. Internal consistency 2. Internal validity 3. Validity 4. External consistency
internal consistency
"What is your favorite hobby, playing video games, or what?" is an example of what type of question? 1. pivot 2. leading 3. filter 4. loaded
leading
Which of the following has the highest item non-response rate? 1. mail survey 2. Internet survey 3. telephone interview 4. door-to-door interview
mail survey
A company was interested in learning if training expenditures will enhance its salesforce productivity, so they hired a researcher to conduct an experiment in which one group of salespeople received training and the other didn't. The average sales for salespeople who received training was significantly higher than for those who did not. This difference in means between the two groups is known as a(n) _____ effect. 1. covariate 2. interactive 3. placebo 4. main
main
When subjects in an experiment in which the they were exposed to varying price levels for a product are asked how low they believe the price of the product to be so that the researcher can determine whether or not the subjects perceived "high" and "low" conditions, this is an example of a _____. 1. surrogate manipulation 2. reliability assessment 3. factor analysis 4. manipulation check
manipulation check
When salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales, this is an example of a _____. 1. cohort effect 2. maturation effect 3. selection effect 4. history effect
maturation effect
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? 1. an enclosed ball-point pen 2. a list of other potential respondents 3. an appeal for help 4. a monetary incentive
monetary incentive
Which model constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics? 1. attribution model 2. Elaboration Likelihood Model 3. additive model 4. multi-attribute model
multi-attribute model
Which type of question conserves space on a questionnaire? 1. funnel question 2. pivot question 3. multiple-grid question 4. multi-faceted question
multiple grid question
Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine. Researchers are examining her brain wave activity as she encounters advertisements in the magazine. What type of phenomenon is being observed with this physiological device? 1. temporal patterns 2. verbal behavior 3. neurological activities 4. spatial tensions
neurological activities
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n) _____. 1. random sampling error 2. interviewee 3. sample bias 4. no contact
no contact
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(n)_____. 1. administrative error 2. respondent error 3. nonresponse error 4. random sampling error
nonresponse error
What type of measurement is the following? I would like to know your overall opinion of two brands of athletic shoes. They are Nike and New Balance. Overall, which of these two brands -- Nike or New Balance-- do you think is the better one? Or are both the same? ____ Nike is better ____ New Balance is better ____ They are about the same 1. semantic differential 2. constant-sum 3. paired comparison 4. Thurstone
paired comparison
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? 1. verbal behavior 2. pictorial records 3. physical objects 4. physical actions
physical objects
Which of the following allows variables, such as answers from previous questions, to be inserted into unfolding questions on Internet surveys? 1. funneling software 2. piping software 3. interactive software 4. error trapping software
piping software
____ refers to some true value of a phenomenon within a population. 1. Population parameter 2. Sample parameter 3. True parameter 4. Parameter estimate
population parameter
All of the following measure physiological reactions EXCEPT _____. 1. scanning systems 2. voce-pitch analysis 3. pupilometer 4. eye-tracking monitor
scanning systems
Surveys in which the respondent takes the responsibility for reading and answering questions are called _____. 1. independent questionnaires 2. stand-alone surveys 3. interactive questionnaires 4. self-administered questionnaires
self-administered questionnaires
Which type of scale has respondents describe their attitude using a series of bipolar rating scales? 1. Thurstone 2. constant-sum 3. semantic differential 4. Likert
semantic differential
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? 1. social desirability bias 2. interviewer cheating 3. administrative bias 4. random sampling bias
social desirability bias
When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars made in the U.S." while the other half of the respondents are asked to agree or disagree with the statement: "Cars made in the U.S. are better made than foreign cars," this is an example of using a _____. 1. filter question 2. split-ballot technique 3. double-barreled question 4. pivot question
split ballot technique
respondent and administrative errors are both __________ errors
systematic errors
Which of the following has been considered the mainstay of commercial survey research for years? Selected Answer: 1. Internet surveys 2. telephone interviews 3. mall-intercept interviews 4. e-mail surveys
telephone interviews
extremity bias
the tendency of some to use extremes when responding to questions
A multiple-grid question includes several questions of the same format all arranged in a grid format. 1. True 2. False
true
Asking respondents to remember something without providing any clue is called _____. 1. unaided recall 2. recognition 3. aided recall 4. cognitive retrieval
unaided recall
Which type of scale is the following? ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied 1. balanced 2. Thurstone 3. paired comparison 4. unbalanced
unbalanced
Customers going through the 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. 1. indirect 2. visible 3. unobtrusive 4. invisible
unobtrusive
The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ______. 1. reliability 2. indexing 3. validity 4. sensitivity
validity
Which of the following is a term referring to the study of human movements within an environment? 1. meandering 2. tracking 3. stalking 4. way-finding
way finding
interviewer bias
when presence of the interviewer influences respondents' answers.