Quiz #2

You want to increase your overall confidence that your survey's sample results are reflective of what the the total population results would have been. You should - a) Decrease your confidence interval to a plus or minus 2% b) Increase your sampling frame c) Increase your confidence level from 95% to 99% d) Change your standard deviation to .1

Increase your confidence level from 95% to 99%

Which of the following is NOT a best practice for writing survey questions? - Use words like "occasionally" and "sometimes" so respondents find it easy to answer - Use conversational language so the questions are easy to read - Make sure you're measuring one attribute per questions, so as to avoid double-barreled questions

Use words like "occasionally" and "sometimes" so respondents find it easy to answer

Each screener question should be associated with what? - A research question - A consumer segment - A marketing objective - A participant qualification

a participant qualification

The tendency for respondents to agree with most questions in a survey is known as ____. - auspices bias - interviewer bias - extremity bias - acquiescence bias

acquiescence bias

a ratio scale that asks the respondent to allocate points among different measures =

allocation scale

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures? - conglomerate measure - derivative measure - summated measure - composite measure

composite measure

People who provide answers to survey questions are often called ____. - researchers - clients - respondents - users

respondents

A researcher wants to study the members of the American Marketing Association and selects a sample from its membership list. The membership list is an example of a ____. - reverse directory - sampling frame - systematic sampling list - census

sampling frame

The list of population elements from which a sample (n) will be drawn. For example, you'll push out your survey to everyone in your email opt-in list =

sampling frame

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred. - random sampling error - self-selection bias - auspices bias - social desirability bias

self-selection bias

interval scales that include endpoints that are opposites =

semantic differentials scales

What feature in the survey tool will you be using that allows you to send people who don't meet the participant qualifications to the end of the survey, or to "terminate" that respondent? - Screening questions - Skip logic - Randomized ordering - Open ended coding

skip logic

When you're ordering your survey questions to create the optimal flow, which of the following represents the best order of topics? - Future intentions followed by attribute importance - Attitudes followed by broad category usage - Attributes that are important followed by brand perceptions - New concepts followed by attributes that are important

Attributes that are important followed by brand perceptions

You are willing to let your survey's sample results fall within a 10 point range, where the total population results would have been in the middle. This means you've set your - a) Confidence level at 90% b) Confidence interval at +/- 5% c) Standard deviation at .10

Confidence interval at +/- 5%

What first comes to mind when you think of the DART brand? =

research question

What makes you choose Uber over taking the train or bus? =

research question

you're creating a question to measure people's attitudes about Buffalo Wild Wings Asian Zing sauce, and you predict that the respondents' opinions may vary pretty widely on how much they like or dislike that sauce flavor. which scale can you use? a) A scale of 1-5, where 1 = Extremely dislike and 5 = Extremely like b) A scale of 1-10, where 1 = Extremely dislike and 10 = Extremely like c) Yes or No, on whether or not you like Asian Zing sauce d) Give the sauce a score between zero and 5

A scale of 1-10, where 1 = Extremely dislike and 10 = Extremely like

incidence rate is the - Degree to which a specific question or an investigated issue leads a respondent to give a socially expected response. - Level of preparation required to create an appropriate environment for a respondent - Degree to which respondents share certain similarities - Percentage of the general population that is the subject of the marketing research - Degree of accuracy of a response in relation to some other possible answer

Percentage of the general population that is the subject of the marketing research

When you are creating questions that help you include or exclude respondents, based on whether they fit within your participant qualifications, what type of questions are these? - Multiple choice questions - Screener questions - Terminating questions - Discreet choice questions

Screener questions

When thinking about the steps involved in developing a questionnaire, what type of questions go first, and why?

Screener questions go first because they are structured to screen out people who don't fall within your participant qualifications. Screener questions will eliminate people who don't fit your participant qualifications and don't qualify to take the survey. Without screener questions, you would have a ton of people taking your questionnaire that don't meet the qualifications you require. This saves time and also gives you way more accurate results.

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____. - define the target population - determine the sample size - select the actual sampling units - select a sampling frame

define the target population

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question. - counterbiasing - open-ended response - counterbalancing - double-barreled

double-barreled

The question: "Have you ever received a speeding ticket? ____ Yes ____ No," is followed by a question: "When did you receive that ticket?" if the respondent answers yes to the first question. In this situation, the first question functions as a ____ question. - double-barreled - leading - filter - anchoring

filter

All of the following can be measured using ratio scales EXCEPT ____. - Gender - Income - Temperature - Weight

gender

ratio averages =

geometric & harmonic means, mean, median, mode

which of these is an example of a Likert scale a) Mark an X closest to either "Nature Nates is Inexpensive or "Nature Nates is Expensive" b) How likely are you to purchase Nate's Natures Honey in the next month? 1 - 5 where 1 = extremely unlikely and 5 = extremely likely c) Yes - I'll purchase Nature Nates next month, or No - I won't purchase Nature Nates next month

how likely are you to purchase Nate's Natures Honey in the next month? 1-5 where 1 = extremely unlikely and 5 = extremely likely

As sample size ____, random sampling error ____. - increases; increases - decreases; decreases - increases; decreases - increase; remains unchanged

increases; decreases

which of these is NOT part of a research proposal? a) The research objective b) The research questions c) Insights and Implications d) Participant qualifications e) Recommended approach, or methodology

insights and implications

which of these scales should you use if you want to calculate the average ratings for each of the brands? - Ordinal - Interval - Nominal - Sequential

interval

What is your feeling toward each of the following mascara brands (1=Negative, 5=Positive)? Clinique 1 2 3 4 5 Cover Girl 1 2 3 4 5 Estee Lauder 1 2 3 4 5 Maybelline 1 2 3 4 5 This is an example of the use of a ____ because - Nominal scale - Ordinal scale - Interval scale - Ratio scale because... a) You are classifying respondents into different groups b) Numbers are assigned to data on the basis of some order c) The assigned numbers legitimately allow the comparison of the size of the differences among and between numbers d) The zero is an absolute and therefore allows the comparison of absolute magnitudes of the numbers

interval scale because the assigned numbers legitimately allow the comparison of the size of the differences among and between numbers

"What is your favorite hobby, playing video games, or what?" is an example of what type of question. - loaded - branching - filter - leading

leading

How can DART optimize the marketing budget against the Corporate Commuter? =

marketing objective

What share of total ridership do DART rail riders represent? =

marketing objective

interval averages =

mean, median, and mode

ordinal averages =

median and mode

nominal averages =

mode

"did you purchase cover girl mascara? 1 = yes, 2 = no" this is an example of the use of a ____ scale because Nominal scale Interval scale Ordinal scale Ratio scale because.... a) You are classifying respondents into different groups b) Numbers are assigned to data on the basis of some order c) The assigned numbers legitimately allow the comparison of the size of the differences among and between numbers d) The zero is an absolute and therefore allows the comparison of absolute magnitudes of the numbers

nominal scale because you are classifying respondents into different groups

A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) ____. - sentence completion question - unbalanced question - fixed-alternative question - open-ended question

open-ended question

in political elections involving candidates who are not well-known by many voters, the candidate who is listed first on the ballot often receives the most votes. this is an example of - Hawthorne effect - self-fulfilling prophecy - order bias - split-ballot technique

order bias

which of these scales should you use if you want to force a choice of which brands are the preferred choice over the others? - Interval - Ordinal - Nominal - Ratio

ordinal

Rank the following mascara brands (1=Most preferred, 4=Least preferred) __ Clinique __ Cover Girl __ Estee Lauder __ Maybelline this is an example of _____ because - Nominal scale - Ordinal scale - Interval scale - Ratio scale because... a) You are classifying respondents into different groups b) Numbers are assigned to data on the basis of some order c) The assigned numbers legitimately allow the comparison of the size of the differences among and between numbers d) The zero is an absolute and therefore allows the comparison of absolute magnitudes of the numbers

ordinal scale because numbers are assigned to data on the basis of some order

All the individuals that meet certain requirements for membership in the overall group =

population

You have an email for everyone in your loyalty program, and you'll send invites to every 10th person. This is an example of a - a) Probability sample b) Non-probability sample c) Sampling frame d) Quota sample

probability sample

In which type of sampling does every element in the population have a known, nonzero probability of selection? - absolute sampling - relative sampling - nonprobability sampling - probability sampling

probability sampling

The written out form of your survey questions is called a - draft survey - pre-survey - questionnaire - question bank

questionnaire

Sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of the elements with the characteristics in the target population =

quota sample

The head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba owners, and 4 owners of other brands. Which type of sampling procedure is being used? - systematic sample - quota sample - area sample - multistage sample

quota sample

You want to include in your survey the same percentage of people by age groups that match the percentage of people by age group in Dallas County, so you create the balanced sample sizes to match. This is an example of a - - Probability sample - Non-probability sample - Sampling frame - Quota sample

quota sample

which of these scales should you use if you want to create a frequency distribution of the exact amounts of household incomes among the respondents? - Interval - Ordinal - Nominal - Ratio

ratio

What type of scale is the following? What was your annual gross income (before taxes) last year? $_____. - Nominal scale - Ordinal scale - Interval scale - Ratio scale

ratio scale

People who are unwilling to participate in a research project are referred to as ____. - refusals - deviations - no contacts - random errors

refusals

A question is asked, in which everyone answered the same way, but it didn't measure the true experience. This question was - a) Valid but not reliable b) Valid but not relevant c) Reliable but not valid d) Reliable but not accurate

reliable but not valid

A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month). Instead of asking people at a shopping mall whether they download music from the Internet, he finds one person in the target market who qualifies, and then asks that person to suggest the names of two other males between the ages of 18-24 who download music. The researcher will invite those two to participate in the focus group, and then they are each asked to suggest two others similar to themselves to participate in the focus group study. This procedure describes a ____. - stepwise sample - judgment sample - area sample - snowball sample

snowball sample

Which of the four sample size variables is typically the same with most marketing research studies? - Confidence interval - Population size - Standard deviation - Margin of error - Confidence Level

standard deviation

Below are the results of our class poll about which are the best options for scheduling classes in person and online for the rest of the semester. The results are sort of all over the board, so to speak. People seem to have a wide variety of opinions on this. In looking at these results, I'm glad that I did ________ with the question. - Made sure everyone answered - Used simple language - Made it a multiple choice - Used a 7 point scale

used a 7 point scale