MKT Research & Analysis Test 2
Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.
True
When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday morning in terms of the types of characters that appear in the ads, this is an example of what type of observation?
content analysis
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
Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____.
contrived observation
10. 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
A(n) _____ refers to one of the possible values for each independent variable in an experiment.
experimental condition
If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?
15
All of the following are observable phenomena EXCEPT _____.
attitudes
Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.
30 percent
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?
6
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
An experiment is conducted in which music played in a store is manipulated to examine the impact on sales. What type of experimental design is this?
basic experimental design
Categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable are called _____ variables.
blocking
When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade, this is an example of what type of observation?
content analysis
_____ is the systematic observation and quantitative description of the manifest content of communication.
content analysis
A researcher who measures the amount of Internet postings that involve a client's company name is measuring _____.
conversation volume
A researcher manipulating the types of message a subject is exposed to in a Internet banner advertisement believes that a subject's age might show a statistical relationship with the dependent variable, so he includes ages in the statistical analysis. Age is an example of which type of variable?
covariate
In an experiment, collinearity is the characteristic of experiments that allow hypotheses to be tested.
false
Mathematical operations cannot be performed with numbers from nominal scales.
false
No contacts occur when people are unwilling to participate in the research.
false
Observation in which the subject is unaware that observation is taking place is called _____ observation.
hidden
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
Differences in dependent variable means due to a specific combination of independent variables are called _____ effects.
interaction
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
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _____.
internal validity
Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?
internet survey
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
In which type of experiment does the research have more complete control over the research setting and extraneous variables?
laboratory
When an experiment is conducted on the premises of a marketing research organization, this is an example of a _____.
laboratory experiment
Which of the following allows a researcher to measure what portions of the brain are active at a given time?
magnetic resonance imaging (MRI)
The cover letter for a mail survey should include all of the following EXCEPT _____.
names of other potential respondents
_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.
observation
The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____.
response rate
Which of the following has been considered the mainstay of commercial survey research for years?
telephone interviews
A scientific procedure that allows a new product to be tested under realistic market conditions is called a _____.
test-market
What is the difference between a blocking variable and a covariate?
Blocking variables are categorical variables and covariates are continuous variables.
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.
main
The experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____.
main effect
All of the following are experimental design issues EXCEPT _____.
manipulation of the dependent variable
Which of the following is a function of time and the naturally occurring events that coincide with growth and experience?
maturation effect
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
When an employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as a(n) _____.
mystery shopper
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?
neurological activities
Which of the following is a discrete measure?
nominal scale
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?
non interactive survey approach
People who are not contacted or who refuse to cooperate are called _____.
nonrespondents
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
If a soft-drink company performs an experiment with a new type of soft drink in which experimental subjects always taste this new product first and then taste a competitor's product second, the study has an error in design termed a(n) _____.
order of presentation effect
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
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 validity represents how unique or distinct a measure is?
scale/discriminate
All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.
scanner measures are obtrusive
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 reactions EXCEPT _____.
scanning systems
Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.
self-administered questionnaires
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
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
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
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 a _____.
testing effect
All of the following are problems with physiological reaction measures EXCEPT _____.
they are not effective in measuring physiological reactions
The way an experimental variable is manipulated is referred to as an experimental _____.
treatment
Attitudes are thought to have three components: affective, cognitive, and behavioral.
true
Experimental research attempts to find causal relationships among variables.
true
Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.
true
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.
unobtrusive
When the subject is unaware that he is being observed, this represents what type of observation?
unobtrusive
A situation in which an observer's presence, or the mechanical device doing the recording, is easily known to the subject involves _____.
visible observation
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 situations EXCEPT _____.
a respondent who answers but refuses to participate
If the level of advertising expenditures is compared to the number of units sold at the end of a four-month period, the independent variable is ______ while the dependent variable is ______.
advertising expenditure level; units sold
A survey can collect information using which of the following techniques?
all of these choices
Which element of the marketing mix can be examined with a test-market?
all of these choices
Which of the following is a disadvantage of test-marketing?
all of these choices
All of the following are ways to increase response rates for mail surveys EXCEPT _____.
always revealing the sponsor of the research
When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____.
central location interviewing
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?
click-through rate (CTR)
Which of the following is a special case of the history effect and refers to a change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups?
cohort effect
Which of the following means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?
confound
All of the following are broad uses of test-markets EXCEPT _____.
determining the suppliers of raw materials used in the production of the product
All of the following are flaws with using click-through rate as a measure of the amount of interest or attention a website is receiving EXCEPT _____.
does not adequately measure the number of times an ad is clicked on
9. Kim and Mary are both participating in an experiment examining the effect of adding graphic warning labels on cigarette packages to the written warning labels that are already required by law. Kim saw a package in which half of the package had a picture of diseased lungs included with the written warning label, whereas Mary only saw the written warning label without a picture on the package the researcher showed her. Kim was part of which group in the experiment?
experimental group
The group receiving an experimental treatment is called the _____.
experimental group
When a researcher tries to say that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is concerned with _____.
external validity
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
Which type of experimental design allows for an investigation of the interaction of two or more independent variables?
factorial experimental designs
_____ refers to some true value of a phenomenon within a population.
population parameter
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 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 people who answer survey questions are referred to as _____.
respondents
Which of the following occurs when respondents tend to answer questions with a certain slant?
response bias
