Marketing Research Quizzes Test 2

Writing the names of the students in a class on separate sheets of paper, shuffling the papers thoroughly, and then drawing five names "out of a hat," is a type of ____________________ sample.​

simple random

When initial subjects are selected randomly and additional subjects are obtained from recommendations of names from the initial subjects, the ____________________ sampling technique is being used.

snowball

A single question that really asks two questions at a time is called a (n) ______________________ question.

Double-Barrel

Response bias that results because individuals use extremes when responding.

Extremity bias

Secondary data may use different scales or units of measurement than what the researcher needs or desires. In these situations, the secondary data should not be used.

False

T/F When respondents are asked to rank items based on their preferences it is called a nominal scale.

False

Asking general questions before asking specific questions in order to obtain the best idea of the true overall impression is known as the _______________ technique.

Funnel

A scale that arranges objects so that they are equally-distant from one another is called a(n) ____________________ scale.

Interval

Scale: Size of shoes for team member, 10, 11, and 12

Interval

Bias that occurs because an interviewer influences respondents' answers.

Interviewer bias

Mistakes made by interviewers who fail to record survey responses correctly.

Interviewer error

Questions that suggest or imply a certain answer are called ________________.

Leading Quesitons

____________________ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

Measurement

The opening vignette in chapter 7 describes a method of using technology. _____________ surveys are catching on.

Mobile

When developing multiple-choice alternatives, it is important that the categories:

Mutually Exclusive

Scale: Ever been employed

Nominal

Scale: Martial status, "marries" or "never married"

Nominal

Scale: Course grades as A, B, C, D, or F

Ordinal

A complete group whose members share a common set of characteristics

Population

____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented to the extent that the investigator desires.

Quota

A(n) ____________________ scale has an absolute zero point.

Ratio

Scale: Blood alcohol content level

Ratio

Scale: Prices on stock Market

Ratio

Your text discusses advantages of secondary data. List the primary advantage and 2 additional advantages.

Readily Available Faster Less Expensive

The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the questionnaire is ______________.

Relevant

Which of the following is an indicator of a measure's internal consistency?

Reliability

Bias that occurs when respondents consciously or unconsciously answer questions with a slant misrepresenting the truth.

Response

Match the example to the level of scale demonstrated. A) Gender B) Rankings C) Sales Volume D) Temperatures

A) Nominal B) Ordinal C) Ratio D) Interval

Error caused by the improper administration or execution of the research task.

Administrative error

Words like often, frequently, regularly, and poor should be avoided on surveys because they are considered ___________.

Ambiguous

An investigation including measurement of all individual elements that make up the population

Census

Subset of a larger population researchers observe or measure to estimate what the entire population is like

Sample

List of elements from which a sample can be drawn

Sampling Frame

Error arising because of inadequacies of actual respondents to represent the population of interest.

Sampling error

Error caused by improper sample design or sampling procedure execution.

Sampling error

Error that results from one imperfect aspect of research design or mistake in the execution of research.

Systematic

T/F A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer

True

T/F It is advisable to include demographic questions at the beginning of a survey is the best option to ensure respondents are comfortable with taking the survey.

True

T/F With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible.

True

Do insomniacs respond like other respondents? Our text describes that insomniacs can produce greater response error. What kind of error results when someone is so tired that he or she can't pay attention? _______________ _________________ (2 words)

Unconscious Misrepresentation