Marketing test 2
Your text discusses the advantages of secondary data. List the primary advantage and 2 additional advantages.
Readily available, they are also generally faster and less expensive than primary data.
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
Administrative error caused by improper sample design or sampling procedure execution.
Sample selection error
When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?
Systematic Error
Error that results from an imperfect aspect of research design or mistake in the execution of research.
Systematic error
a sampling procedure that utilizes people who are conveniently available; results can be obtained quickly and economically
convenience sampling
Which type of validity is another way of expressing internal consistency?
convergent validity
A(n) ____________________ scale has an absolute zero point.
ratio
When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred.
deliberate falsification
Which characteristic is a key difference between ratio and interval scales?
Absolute zero
When developing multiple-choice alternatives, it is important that the categories
Be mutually exclusive
A single question that really asks two questions at the same time is called a(n) ____________________ question.
Double Barreled
T/F: To demonstrate his or her knowledge, it is important that a researcher include technical jargon in the questions developed.
False
T/F: When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer, acquiescence bias has occurred.
False Rationale: Social desirability bias occurs when a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer.
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.
Filter
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.
Interviewer Error
Bias that occurs because an interviewer influences respondents' answers.
Interviewer bias
Mistakes made by interviewers who fail to record survey responses correctly.
Interviewer error
Match the example to the scale of measurement. A.) gender B.) rankings C.) sales volume D.) Temperatures
Match the example to the scale of measurement A.) nominal B.) Ordinal C.) Ratio D.) interval
____ 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
Using secondary data to study relationships between two variables is an example of ____________________.
Model Building
____ definitions translate conceptual definitions into measurement scales.
Operational
a sampling technique that means every element in the population has a known, nonzero probability of selection
Probability Sample
The difference between the sample result and the result of an accurate census is _____________________ error.
Random Sampling Error
T/F: With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible.
True
Asking a group of households to record their consumption of certain products over a two-year period is an example of ____.
diary panel data
A scale that arranges objects so that they are equally-distant from one another is called a(n) ____________________ scale.
interval
a nonprobable sampling technique in which an experienced individual selects the sample based on specific characteristics
judgement sampling
Questions that suggest or imply a certain answer are called ____________________ questions.
leading questions
a sampling technique that means each member of the population has an unknown chance of being selected
nonprobability sampling
Judgment sampling is a type of ____________________ sampling.
probability
__________________ 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 sampling