MKT 3356 midterm 2 CH 7-11

self selection bias

A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it.

respondent error

A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias.

Sample Bias

A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter

Sample Survey

A survey that emphasizes contacting respondents who are a representative sample of the target population.

administrative error

An error caused by the improper administration or execution of the research task.

social desireability bias

Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role. ($675 nail polish)

Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website? 1. conversion transaction rate (CTR) 2. cost per click (CPC) 3. page views 4. click-through rate (CTR)

Click through rate (CTR)

Sampling Error

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

click rate

The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire.

nonresponse error

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.

When the subject is unaware that he is being observed, this represents what type of observation? 1. indirect 2. contrived 3. unobtrusive 4. content analysis

Unobtrusive

unconscious misrepresentation

When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question.

what is an acquiescence bias?

a tendency to agree with all or most questions

Which of the following are possible test units in a marketing research study? 1. all of these choices 2. people 3. retail stores 4. sales territories

all of these choices

Which of the following is a disadvantage of test-marketing? 1. all of these choices 2. cost 3. time 4. loss of secrecy

all of these choices

All of the following are ways to increase response rates for mail surveys EXCEPT _____. 1. cover letter 2. interesting questions 3. always revealing the sponsor of the research 4. advance notification

always revealing the sponsor of the research

A(n) _____ is a single characteristic or fundamental feature of an object, person, situation, or issue. 1. variable 2. attribute 3. concept 4. construct

attribute

All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT _____. 1. avoid personal questions 2. avoid double-barreled questions 3. avoid complexity 4. avoid leading questions

avoid personal questions

_____ is the process of taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language. 1. Reliability 2. Linguistic verification 3. Filtering 4. Back translation

back translation

Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? 1. counterbalanced experimental design 2. primary experimental design 3. factorial experimental design 4. basic experimental design

basic experimental design

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 1. checklist question 2. pivot question 3. counterbalancing question 4. filter question

checklist question

The most commonly applied estimate of a composite scale's reliability is _____. 1. coefficient beta 2. an index coefficient 3. criterion coefficient 4. coefficient alpha

coefficient alpha

Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____. 1. secondary observation 2. pseudo observation 3. biased observation 4. contrived observation

contrived observation

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? 1. blocking 2. control 3. experimental 4. primary

control

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 _____. 1. indirect observation 2. contrived observation 3. direct observation 4. response latency

direct observation

Measures that can take on only one of a finite number of values are called _____. 1. limited measures 2. discrete measures 3. neutral measures 4. continuous measures

discrete measures

Which of the following survey research methods is the most expensive? 1. mall intercept personal interview 2. mail survey 3. telephone interview 4. door-to-door personal interview

door-to-door personal interview

Systematic Error

error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research

A control group is one in which an experimental treatment is administered. 1. False 2. True

false

In a phenomenological approach, the researcher does not interact with those he or she is observing. 1. True 2. False

false

"What is your gender? ______ M ______ F" is an example of what type of question? 1. loaded 2. bipolar 3. leading 4. fixed-alternative

fixed alternative

What type of scale is the following? Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant. Modern _______________ Old-fashioned 1. category 2. linear 3. Likert 4. graphic rating

graphic rating

When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, this is an example of a _____. 1. testing effect 2. history effect 3. cohort effect 4. maturation effect

history effect

Which of the following is a threat to the internal validity of an experiment using a repeated measures design? 1. instrumentation effect 2. attrition effect 3. redundancy effect 4. cohort effect

instrumentation effect

____ represents a measure's homogeneity or the extent to which each indicator of a concept converges on a common meaning. 1. Internal consistency 2. Internal validity 3. Validity 4. External consistency

internal consistency

"What is your favorite hobby, playing video games, or what?" is an example of what type of question? 1. pivot 2. leading 3. filter 4. loaded

leading

Which of the following has the highest item non-response rate? 1. mail survey 2. Internet survey 3. telephone interview 4. door-to-door interview

mail survey

A company was interested in learning if training expenditures will enhance its salesforce productivity, so they hired a researcher to conduct an experiment in which one group of salespeople received training and the other didn't. The average sales for salespeople who received training was significantly higher than for those who did not. This difference in means between the two groups is known as a(n) _____ effect. 1. covariate 2. interactive 3. placebo 4. main

main

When subjects in an experiment in which the they were exposed to varying price levels for a product are asked how low they believe the price of the product to be so that the researcher can determine whether or not the subjects perceived "high" and "low" conditions, this is an example of a _____. 1. surrogate manipulation 2. reliability assessment 3. factor analysis 4. manipulation check

manipulation check

When salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales, this is an example of a _____. 1. cohort effect 2. maturation effect 3. selection effect 4. history effect

maturation effect

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? 1. an enclosed ball-point pen 2. a list of other potential respondents 3. an appeal for help 4. a monetary incentive

monetary incentive

Which model constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics? 1. attribution model 2. Elaboration Likelihood Model 3. additive model 4. multi-attribute model

multi-attribute model

Which type of question conserves space on a questionnaire? 1. funnel question 2. pivot question 3. multiple-grid question 4. multi-faceted question

multiple grid question

Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine. Researchers are examining her brain wave activity as she encounters advertisements in the magazine. What type of phenomenon is being observed with this physiological device? 1. temporal patterns 2. verbal behavior 3. neurological activities 4. spatial tensions

neurological activities

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) _____. 1. random sampling error 2. interviewee 3. sample bias 4. no contact

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)_____. 1. administrative error 2. respondent error 3. nonresponse error 4. random sampling error

nonresponse error

What type of measurement is the following? I would like to know your overall opinion of two brands of athletic shoes. They are Nike and New Balance. Overall, which of these two brands -- Nike or New Balance-- do you think is the better one? Or are both the same? ____ Nike is better ____ New Balance is better ____ They are about the same 1. semantic differential 2. constant-sum 3. paired comparison 4. Thurstone

paired comparison

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? 1. verbal behavior 2. pictorial records 3. physical objects 4. physical actions

physical objects

Which of the following allows variables, such as answers from previous questions, to be inserted into unfolding questions on Internet surveys? 1. funneling software 2. piping software 3. interactive software 4. error trapping software

piping software

____ refers to some true value of a phenomenon within a population. 1. Population parameter 2. Sample parameter 3. True parameter 4. Parameter estimate

population parameter

All of the following measure physiological reactions EXCEPT _____. 1. scanning systems 2. voce-pitch analysis 3. pupilometer 4. eye-tracking monitor

scanning systems

Surveys in which the respondent takes the responsibility for reading and answering questions are called _____. 1. independent questionnaires 2. stand-alone surveys 3. interactive questionnaires 4. self-administered questionnaires

self-administered questionnaires

Which type of scale has respondents describe their attitude using a series of bipolar rating scales? 1. Thurstone 2. constant-sum 3. semantic differential 4. Likert

semantic differential

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? 1. social desirability bias 2. interviewer cheating 3. administrative bias 4. random sampling bias

social desirability bias

When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars made in the U.S." while the other half of the respondents are asked to agree or disagree with the statement: "Cars made in the U.S. are better made than foreign cars," this is an example of using a _____. 1. filter question 2. split-ballot technique 3. double-barreled question 4. pivot question

split ballot technique

respondent and administrative errors are both __________ errors

systematic errors

Which of the following has been considered the mainstay of commercial survey research for years? Selected Answer: 1. Internet surveys 2. telephone interviews 3. mall-intercept interviews 4. e-mail surveys

telephone interviews

extremity bias

the tendency of some to use extremes when responding to questions

A multiple-grid question includes several questions of the same format all arranged in a grid format. 1. True 2. False

true

Asking respondents to remember something without providing any clue is called _____. 1. unaided recall 2. recognition 3. aided recall 4. cognitive retrieval

unaided recall

Which type of scale is the following? ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied 1. balanced 2. Thurstone 3. paired comparison 4. unbalanced

unbalanced

Customers going through the 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. 1. indirect 2. visible 3. unobtrusive 4. invisible

unobtrusive

The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ______. 1. reliability 2. indexing 3. validity 4. sensitivity

validity

Which of the following is a term referring to the study of human movements within an environment? 1. meandering 2. tracking 3. stalking 4. way-finding

way finding

interviewer bias

when presence of the interviewer influences respondents' answers.