MKT 3356 Chapter 7-11

Observing a person's television viewing habits is an example of which type of observation?

physical actions

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

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?

random digit dialing

All of the following are advantages of Internet surveys EXCEPT _____.

random sampling

People who are unwilling to participate in a research project are referred to as _____.

refusals

Systematic error is divided into which two general categories?

respondent error and administrative error

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

response rate

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains _____.

sample selection error

Which type of error arises because of inadequacies of the actual respondents to represent the population of interest?

sampling error

Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.

self-administered questionnaires

All of the following are types of response bias EXCEPT _____.

self-selection bias

When a restaurant customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for her food that was cold, this is an example of _____.

self-selection bias

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

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?

spatial relations

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

spatial relations and locations

Using a stopwatch to determine the average waiting time for a customer at a drive-through location at McDonald's is an example of what type of observation?

temporal pattern

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?

verbal behavior

A situation in which an observer's presence, or the mechanical device doing the recording, is easily known to the subject involves _____.

visible observation

Two major sources of survey error are random sampling error and nonrandom sampling error.

False

A(n) _____ survey is a self-administered questionnaire posted on a website.

Internet

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 beer bottle left at a sporting event is an example of an artifact.

True

When the investigator intervenes to create an artificial environment to test a hypothesis, this approach is called contrived observation.

True

For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about:

6-8 weeks

Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____.

contrived observation

A researcher who measures the amount of Internet postings that involve a client's company name is measuring _____.

conversation volume

All of the following cannot be observed EXCEPT _____.

expressive behavior

Observation in which the subject is unaware that observation is taking place is called _____ observation.

hidden

The two approaches that marketer researchers conduct surveys are referred to as _____.

interactive and noninteractive

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 _____.

interviewer bias

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.

interviewer error

All of the following are advantages of personal interviews EXCEPT _____.

interviewer influence

Which of the following survey research methods offers the lowest degree of respondent anonymity?

mall intercept interview

With respect to website traffic monitoring, a hit represents _____.

mouse clicks on a single page of a website

In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n) _____.

no contact

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)_____.

nonresponse error

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

nonsampling errors

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, websites, and the like?

Content analysis

_____ is the systematic observation and quantitative description of the manifest content of communication.

Content analysis

Response interval is the amount of time it takes to make a choice between two alternatives.

False

Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions.

False

Since the observer does not interact with the subject in observation studies, observation is an error-free method of data collection.

False

The basic calculation for obtaining a response rate is to count the number of eligible people who were asked to participate in the survey, then divide that by the number of questionnaires returned or completed.

False

The categories of response bias are mutually exclusive from one another.

False

When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer, this is an example of auspices bias.

False

With Internet surveys, the click rate represents how many people responded to the survey.

False

All of the following are advantages of survey research EXCEPT ____.

Free from errors

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

Observation

_____ refers to some true value of a phenomenon within a population.

Population parameter

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. The recorded choice time is referred to as _____.

Response latency

_____ 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.

Response latency

A source of error in observation studies is in the interpretation of the meaning of the observation data.

True

An advantage of personal interviews is the opportunity for feedback.

True

Direct observation is a straightforward attempt to observe and record what naturally occurs.

True

Hidden, unobtrusive observation minimizes respondent error.

True

Internet surveys have real-time data capture, which allow respondents to record their own answers directly into a data file.

True

One limitation of observation as a research method is that the observation period is generally short.

True

One way to avoid ethical dilemmas in survey research using e-mail is to focus on consumers who opt in and thus give their explicit approval to receive e-mails.

True

One way to increase response rates in mail surveys is to notify potential respondents in advance.

True

Some aspects of surveys may be qualitative.

True

When an interviewer is not able to write fast enough to record the respondent's answers verbatim, this is an example of interviewer error.

True

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

a probe

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

curb-stoning

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.

visible

Which of the following is a term referring to the study of human movements within an environment?

way-finding

Systematic errors are nonsampling errors.

True

Observation allows for the interpretation of nonverbal behavior to supplement information from interviewers.

True

Some might see contrived observation as unethical based on the notion of entrapment.

True

The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the study.

False

Two general categories of systematic error are Type I errors and Type II errors.

False

Which of the following has been considered the mainstay of commercial survey research for years?

telephone interviews

The most refined measure of Web site traffic is click-through rate (CTR).

False

The personal interview is especially useful for obtaining unstructured information.

True

The number of "no contacts" in survey research has been decreasing because of the increased use of technology that allows people to screen calls.

False

Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.

False

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

Artifacts

When the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of _____.

Direct observation

_____ is a straightforward attempt to observe and record what naturally occurs.

Direct observation

A respondent error exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

False

A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance.

False

An Internet survey is the same thing as an e-mail survey.

False

Attitudes can be observed.

False

Door-to-door interviews are still used heavily by marketing researchers.

False

In a phenomenological approach, the researcher does not interact with those he or she is observing.

False

In observation research, a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias.

False

It is typical in observation studies for the observer to ask questions of the person who is being observed.

False

Marketing researchers cannot contact phone numbers on the National Do-Not-Call registry.

False

No contacts occur when people are unwilling to participate in the research.

False

The tendency for respondents to agree with most questions in a survey is known as _____.

acquiescence bias

All of the following are ways to increase response rates for mail surveys EXCEPT _____.

always revealing the sponsor of the research

All of the following are observable phenomena EXCEPT _____.

attitudes

All of the following are errors associated with direct observation EXCEPT _____.

entrapment

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, this is an example of _____.

deliberate falsification

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

observer bias

Which of the following has the highest item non-response rate?

mail survey

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?

mechanical observation

Josh received a research questionnaire in the mail. He completed it and sent it back to the marketing researcher. Which type of survey approach is this researcher using?

noninteractive survey approach

Which website traffic monitoring metric may be used to track the path or sequence of pages that each visitor follows?

page views

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