MKT Research & Analysis Chaudhry Test 2

Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____. (ch 7)

30 percent

Which of the following companies use a television monitoring system for estimating national television audiences? (Chapter 8)

ACNielsen

_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen. (Chapter 8)

Observation

_____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference. (Chapter 8)

Response latency

Which of the following is FALSE regarding mobile phone interviews? (Chapter 7)

Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.

A multiple-grid question includes several questions of the same format all arranged in a grid format. (Chapter 11)

True

Which of the following represents the average of all possible split-half reliabilities for a construct? (ch 10)

a

"Can you tell me more about what you mean by that?" is an example of _____. (Chapter 7)

a probe

Which of the following is a defining characteristic in determining between ratio and interval scales? (Chapter 10)

absolute zero

Which format asks a respondent to remember something and gives them a clue to help? (Chapter 11)

aided recall

Compared to open-ended response questions, fixed-alternative questions _____. (ch 11)

all of these choices

Which of the following is a component of construct validity? (Chapter 10)

all of these choices -convergent validity -face validity -discriminant validity

Which of the following is an advantage of including a questionnaire in an e-mail? (Chapter 7)

all of these choices -faster speed of distribution -faster turnaround time than a mail survey -lower distribution costs than a mail survey

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 a(n) _____. (ch 11)

anchoring effect

A(n) _____ is an enduring disposition to consistently respond in a given manner to various aspects of the world? (Chapter 10)

attitude

All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT _____. (ch 11)

avoid personal questions

When "Out of sight, out of mind" was translated into a foreign language, and then was translated back into English by a language expert in that language to become: "Invisible things are insane," this was an example of _____. (ch 11)

back translation

An experiment is conducted in which music played in a store is manipulated to examine the impact on sales. What type of experimental design is this? (ch 9)

basic experimental design

"I plan to buy a new digital camera sometime in the next three months" is an aspect of which component of an attitude? (ch 10)

behavioral

Categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable are called _____ variables. (Chapter 9)

blocking

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

Another term for fixed-alternative questions is ______ questions. (Chapter 11)

closed-ended

Which of the following is a special case of the history effect and refers to a change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups? (Chapter 9)

cohort effect

Which of the following refers to concepts measured with multiple variables? (Chapter 10)

construct

_____ is the systematic observation and quantitative description of the manifest content of communication. (ch 8)

content analysis

A group of subjects to whom no experimental treatment is administered is called a _____ group. (ch 9)

control

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 _____. (ch 9)

manipulation check

When 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? (Chapter 8)

mechanical observation

When some subjects exit the experiment before it is completed and this effects the results of the study, this is an example of a _____. (Chapter 9)

mortality effect

Which model constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics? (ch 10)

multi-attribute model

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)_____. (ch 7)

nonresponse error

Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure. (Chapter 7)

nonsampling errors

A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____. (ch 8)

observer bias

A researcher was observing consumers' facial expressions as they looked over the menu 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 expression as dissatisfaction is an example of _____. (Chapter 8)

observer bias

"Name five brands of toothpaste" is an example of what type of question? (Chapter 11)

open-ended response

Researchers measure concepts through a process known as _____. (ch 10)

operationalization

In political elections for candidates who are not well-known by many voters, such as judges, it frequently happens that the candidate who is listed first on the ballot receives the most votes, this is an example of a(n) _____. (ch 11)

order bias

Which of the following results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favors one response over another? (Chapter 11)

order bias

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 (Chapter 10)

paired comparison

Which of the following allows variables, such as answers from previous questions, to be inserted into unfolding questions on Internet surveys? (Chapter 11)

piping software

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a _____. (Chapter 7)

pretest

Which of the following measures physiological reactions? (ch 8)

pupilometer

Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household? (Chapter 7)

random digit dialing

When a respondent is asked to place each shopping mall in a list of four local shopping malls in the order in which she prefers to shop at each mall, this is an example of a ______ task. (Chapter 10)

ranking

Which type of scale has all the properties of an interval scale with the additional attribute of representing absolute quantities, characterized by a meaningful absolute zero? (Chapter 10)

ratio scale

Which of the following is an indicator of a measure's internal consistency? (ch 10)

reliability

The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____. (Chapter 7)

response rate

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) _____. (Chapter 8)

scanner-based consumer panel

Which type of question requires the respondent to choose one of two alternatives? (ch 11)

simple-dichotomy

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? (Chapter 7)

social desirability bias

When a respondent is given a set of 3" x 5" cards containing the current advertising slogan for a brand or product on each card and is asked to place the cards into two piles: (1) Recognize this slogan and can identify the brand/product and (2) Do not recognize the slogan, this is an example of a ______ task. (ch 10)

sorting

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation? (Chapter 8)

spatial relations

Which of the following uses two alternative phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing? (ch 11)

split-ballot technique

A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as _____. (Chapter 9)

subjects

A device that controls the amount of time a subject is exposed to a visual image is called a _____. (Chapter 9)

tachistoscope

Which of the following has been considered the mainstay of commercial survey research for years? (Chapter 7)

telephone interviews

Sammy told a researcher that she has lived in her current house for two years, but in reality, she has 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 _____. (Chapter 11)

telescoping

A scientific procedure that allows a new product to be tested under realistic market conditions is called a _____. (Chapter 9)

test-market

A researcher who administers the same scale to the same respondents at two separate times to test for stability is using which method of assessing the scale's reliability? (Chapter 10)

test-retest method

All of the following are disadvantages of open-ended response questions EXCEPT _____. (Chapter 11)

the information provided by responses is not useful to decision makers

Hidden, unobtrusive observation minimizes respondent error. (ch 8)

true

Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact. (ch 7)

true

When the subject is unaware that he is being observed, this represents what type of observation? (Chapter 8)

unobtrusive

The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ______. (ch 10)

validity

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? (ch 8)

verbal behavior

A researcher 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 _____ observation. (ch 8)

visible

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. (Chapter 8)

Artifacts

What is the difference between a blocking variable and a covariate? (Chapter 9)

Blocking variables are categorical variables and covariates are continuous variables.

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? (ch 9)

control

Which type of variable is a continuous variable included in a statistical analysis as a way of statistically controlling for variance due to that variable? (ch 9)

covariate

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? (ch 7)

curb-stoning

Demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect? (Chapter 9)

demand

All of the following are errors associated with direct observation EXCEPT _____. (ch 8)

entrapment

Kim and Mary are both participating in an experiment examining the effect of adding graphic warning labels on cigarette packages to the written warning labels that are already required by law. Kim saw a package in which half of the package had a picture of diseased lungs included with the written warning label, whereas Mary only saw the written warning label without a picture on the package the researcher showed her. Kim was part of which group in the experiment? (ch 9)

experimental group

Which of the following is concerned with the accuracy with which experimental results can be generalized beyond the experimental subjects? (ch 9)

external validity

A construct is a term used for concepts that are measured with single variables. (ch 10)

false

Research projects involving experimental manipulations that are implemented in a natural environment are called _____. (ch 9)

field experiments

A question such as: "Have you ever received a speeding ticket? ______ Yes ______ No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of question? (Chapter 11)

filter

When a respondent is required to choose one of the fixed alternatives, what type of scale is being used? (Chapter 10)

forced-choice

All of the following are advantages of survey research EXCEPT ____. (ch 7)

free from errors

All of the following can be measured using ratio scales EXCEPT _____. (ch 10)

gender

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 (Chapter 10)

graphic rating

Observation in which the subject is unaware that observation is taking place is called _____ observation. (Chapter 8)

hidden

Which type of effect occurs when there is a change in the wording of questions, a change in interviewers, or a change in other procedures that causes a change in the dependent variable? (ch 9)

instrumentation effect

When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of _____. (Chapter 7)

interviewer bias

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 _____. (ch 7)

interviewer error

What is the key advantage of test-marketing? (Chapter 9)

it is performed in a real-world setting

In which type of experiment does the research have more complete control over the research setting and extraneous variables? (Chapter 9)

laboratory

"What is your favorite hobby, playing video games, or what?" is an example of what type of question? (Chapter 11)

leading

Which of the following survey research methods offers the lowest degree of respondent anonymity? (ch 7)

mall intercept interview