Market Research Test 2
If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary
15
Suppose that a mail survery is sent to 220 people and 20 surveys are returned bc they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was
30%
Hidden observation studies must be alert to situations in which the subjects privacy must be protected
True
Customers going through 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
Unobtrusive
Age gender brand loyalty and corporate culture are all examples of
concepts
Age, gender, brand loyalty, and corporate culture are all examples of
concepts
A type of scaled that demands that respondents divide points among several attributes to indicate their relative importance is called a
constant sum scale
Age is an example of a ___ measure
continuous
a group of subjects to whom no experimental treatment is administered is called a ____ group
control
Which of the following survey research methods is the most expensive
door to door personal interview
All of the following are errors associated with direct observation EXCEPT
entrapment
An ____ refers to one of the possible values for each independent variable in an experiment
experimental condition
All of the following are ways to increase response rates for mail surveys except
Always reveling the sponsor of the research
A means ______ the respondent stops answering questions resulting in an incomplete survey
Breakoff
An advantage of the Likert- type summated rating method is that it is easy to know what a single summated score means
False
in experimental research, independent variables are simply measured
False
in ration scales, the location of the zero point is arbitrary
False
What type of scale is the following? How likely are you to purchase an iPhone within the next six months? ____ Definitely will purchase ____ Probably will purchase ____ Might purchase ____ Probably will not purchase ____ Definitely will not purchase
behavioral intention
____ is the process of desciribing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way
measurement
Questions that require respondents to choose one and only one response from among several alternatives are called ____ questions
multiple choice
In a research study, a potential resondeent who is not at home at either the first or second attempt to reach this person by phone is called
no contact
Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ______ scale.
nominal
People who are not contacted or who refuse to cooperate are called
non respondents
Which type of question requires the respondent to choose one of two alternatives
simple- dichotomy
A bar at the top of a page in an internet survey that indicated how much of the survey still needs to be completed is known as what type of bar
status
which of the following is FALSE regarding mobile phone interviews
telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe
A scientific procedure that allows a new product to be tested under realistic market conditions is called a
test market
When high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam because of what they experienced on the first exam, this is an example of
testing effect
Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact
true
Semantic differential scaled can be scored by -3 -2 -1 0 1 2 3
true
Which element of the marketing mix can be examined with a test market
ALL promotion product price
"I hate asparagus" is an example of which component of an attitude towards asparagus
Affective
The term used to describe directing respondents to alternative portions of the questionnaire based on their response to a filter questions
Branching
Which of the following represents the percentage of people who are exposed to an internet advertisements who actually click on the corresponding hyperlink which takes them to a companys website
CTR Click Through Rate
Arbitron is the research company that estimates national television audiences
False
mathematical operations cannot be performed with numbers from nomial scales
False
Which type of effect occurs when a change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable?
History Effect
Experimental results that show that consumers purchased more when a store had a blue color with bright lights than they did when a store was orange with bright lights but no difference when the lighting was low is an example of which type of effect?
Interaction
A(n) _____ survey is self administered questionnaire posted on a website
Internet
Which of the following is a question that can be asked to help address the question of whether or not a subject's privacy is violated?
Is the behavior being observed commonly performed in public where it is expected that others can observe the behavior? Has the person been adequately notified that their behavior is being observed? Is the behavior performed in a setting in which the anonymity of the person being observed is assured? ALL OF THE ABOVE
Which type of questions conserves space on a questionnaire
Multiple- grid question
Systematic errors are _____ because they include all sources of error other than those introduced directly by sampling procedure
Non sampling errors
Josh received a research questionnaire in the mail. He completed it and sent it back to the marketing researcher. Which type of the survey approach is the researcher using?
Noninteractive survey approach
When a respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall, what type of mistake has been made in questionnaire design?
Order Bias
Observing the movement of a shopper in a supermarket is an example of what type of observation
Physical Actions
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
Physical Objects
Observing the movement of a shopper in a supermarket is an example of what type of observation?
Physical actions
Sammy told a researcher that she has lived in her current house for two years, but in reality she 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
Telescoping
What type of scale is the following? How likely are you to purchase an iPhone within the next six months? ____ Definitely will purchase ____ Probably will purchase ____ Might purchase ____ Probably will not purchase ____ Definitely will not purchase
behavioral intention
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_____
interviewer error
The experimental difference in means between the different levels of any single perimental variable is referred to as a
main effect
Which of the following is a disadvantage of test marketing
Loss of secret cost time ALL OF THE ABOVE
All of the following are experimental design issues EXCEPT
Manipulation of the dependent variable
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
a monetary incentive
A callback procedure should be used for all of the following except
a respondent who refuses to participate
a questionnaire that collects information that is valid is considered
accurate
Which format asks a respondent to remember something and gives them a clue to help
aided recall
All of the following are ways to increase response rates for mail surveys EXCEPT
always revealing the sponsor of the research
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
anchoring effect
The group receiving an experimental treatment is called the
experimental group
A website designer is interested in how people look at a website. He wants to know where they look first when a page comes up. Which mechanical device would be appropriate for finding this out.
eye tracking monitor
In ratio scales, the location of the zero point is arbitrary
false
Research projects involving experimental manipulations that are implemented in a nature enviornment are called ____
field experiments
A question that screens out respondents who are not qualified to answer a second question is called a ___ question
filter
Survey____ refers to the ordering of questions through a survey
flow
Which of the following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon
frequency- determination question
If a researcher is interested in which parts of an advertisement catches respondents attention, the most, which of the following would be useful
heart map question
Observation in which the subject is unaware that observation is taking place is called ____ observation
hidden
_______ represents a measures homogeneity or the extent to which each indicator of a concept convergence on a common meaning
internal consistency
Observing a persons television viewing habits is an example of which type of observation
physical actions
Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain any of the herb of interest in the study. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect due to the psychological impact that goes along with knowledge that a treatment has been administered is called a(n) _____
placebo effect
A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a
pretest
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
Laurie believes a Honda Accord gets 36 miles per gallon. This belief represents which component of her attitude towards this automobile
Cognitve
When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation
Contrived
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?
Control
An introductory statement or preamble to a potentially embarrassing question that reduces a respondents reluctance to answer by suggesting that certain behavior is not unusual is called a
Counterbiasing statements
Which term is sometimes used to refer to interviews filling in responses for respondents that do not exist?
Curb Stoning
Which of the following measures involuntary changes in the electrical resistance of the skin
Psychogalvanometer
Which of the following measures physiological reactions
Pupilometer
Which of the following eliminates the counting of names in a list and subjectivity determining whether a telephone directory listing is a business, institution, or legitimate household?
Random Digital Dialing
Which of the following involves randomly assigning respondents to answer either the question of interest (embarrassing) or a mundane and unembarrassing question?
Randomized response technique
People who are unwilling to participate in a research project are referred to as
Refusals
The people who answer survey questions are referred to as
Respondents
Which type of error arises because of inadequacies of the actual respondents to represent the population of interest
Sampling error
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)
Scanner- based consumer panel
All of the following measure physiological relations EXCEPT
Scanning systems
A researcher is examining the impact of pictures in advertisements and whether including instructions to imagine impact subjects' mental imagery. She manipulated three treatment levels of pictures: concrete picture, abstract picture, or no picture. Instructions to imagine were either present or not present. How many cells are there in this experiment?
Six
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
Social Desirability Bias
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation
Spatial Relations and Locations
Measuring the distance visitors stand from a painting of a Van Gogh exhibit at the St. Louis Art museum is an example of what type of observation
Spatial relations
When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars in the US" while half of the respondents are asked to agree or disagree with the statement "cars made in the US are better than foreign made cars" this is an example of
Split ballot technique
A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is known as what type of bar?
Status
Brad is a brand manager of a line of laundry detergent products in his company. His company's sales representative in Dayton, OH informed him that a competitor was conducting a test-market of a new line of strongly-scented laundry products. Brad knew from consumer research that consumers do not like overly strong scents, so he directed this sales representative to purchase all of the competitor's product in the stores in an attempt to make the product appear to sell well in the test-market so that the company will falsely believe that the product was successful. Brad's actions are called _____.
Test market sabotage
If salespeople in a test market city arrange for more shelf-facings than would normally be available to the product under normal store conditions, the test-market has the problem of
Unrealistic store conditions
Which of the following is a term referring to the study of human movements within an environment
Way- finding
When a researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even numbered questions, this is an example of a ______re reliability
split half
A psychology professor is conducting an experiment in which subjects perform memory tasks. There are four groups, each participating in different buildings on campus. During the time of the experiment one group was in a building near a dumpster that was being emptied by a big, noisy trash truck. The other groups weren't close enough to hear the noise. Which type of error does this introduce into the research?
systematic error
If salespeople in a test market city arrange for more shelf- facings than would normally be availible to the product under normal store conditions, the test market has the problem of
unrealistic store conditions
which of the following represents the average of all possible split half reliabilities for a construct
∝