MKT Research Exam 2 - Mindtap Q's
Which of the following question/answer combinations represents the highest level of structure for a questionnaire?
A closed-ended question with a set of standardized response options
Which of the following characteristics is NOT an advantage of the communication method of data collection?
Accuracy
Which one of the following is NOT of the three general types of primary data collection?
Advocacy Research (3 general types of primary data are Causal, Exploratory, and Descriptive Research)
Which of the following are considerations for how observations can be made?
All of these are considerations for how observations can be made
How do marketing researchers define the term "measurement?"
All of these responses make up the definition of "measurement."
Which of the following rules is NOT one you would use to develop bias-free questions?
Avoid simple words
What is the rule about asking sensitive questions?
Avoid them unless they are absolutely essential to the project
Which kind of error lowers the validity or correctness of a measure?
Both systematic and random error
Which consideration of market testing creates the possibility that competitors might see a company's new product before it is commercialized?
Control
Which of the following recommendations for pretesting a survey is true?
Data collection should begin after pretesting.
The aspect of study design concerned with the amount of knowledge that people have about a study in which they are participating is
Disguise
What is true about probability samples?
Each member of the target population has some chance of being included.
Unstructured observation is much more likely to be used in which kind of research?
Exploratory
A disadvantage of high structure is that it greatly complicates data coding and analysis.
F
A/B tests are only conducted in online settings.
F
An advantage of the natural setting for conducting observations is that you don't have to wait for events to occur so that you can observe them.
F
As systematic and/or random error increases, so does the validity of a measure.
F
Even when you believe that most respondents should have an opinion, you should include a "don't know" response category when designing a scale.
F
Field experiments usually have higher degrees of internal validity than do laboratory experiments.
F
Graphic-rating scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object.
F
In a highly structured questionnaire, the questions to be asked and the response categories provided are completely randomized.
F
Including one or more sensitive questions in a survey rarely affects the willingness of respondents to cooperate.
F
Standard test market results typically aren't as accurate as controlled test market results.
F
Statistics are used to estimate sample parameters.
F
Structuring observations increases the potential for bias and decreases the reliability of observations.
F
The administrative control disadvantages of online surveys are significant compared to other methods of administering questionnaires.
F
The funnel approach helps prevent problems with response order bias.
F
The typical questionnaire aims to collect two types of information: target information and communication information.
F
When seeking answers from the general public, questions should be worded for comprehension by a person with a college education.
F
A research study conducted in a realistic or natural environment is which type of study?
Field Experiment
What is a highly structured question or questionnaire NOT ideal for?
Getting primary data about motivations
Which type of control involves the amount, type, and quality of information that can be retrieved from respondents?
Information control
The degree to which the outcome of an experiment can be attributed to an experimental variable and not to other factors is known as:
Internal Validity
What is true about target information?
It refers to the key issues being studied; It should be obtained first; It is more critical than classification information.
What type of field experiment would not be a good choice for determining which of two different web pages produced the best response?
Market Test (good choices: A/B Test & Split Test)
Which of the following is NOT one of the four scales (levels) of measurement?
Normal
Which method of administering a questionnaire involves direct, face-to-face communication between a researcher and a respondent?
Personal interview
Which of the following statements represents an advantage of a using contrived (lab) setting for observations over a natural setting?
Researchers can control outside influences
If goals of test marketing included preventing competitors from learning about a new product, keeping costs to a minimum and completing faster than full-scale testing, which type of market test would be best?
Simulated
Which of the following is NOT a factor that influences the necessary sample size?
Size of the population
In which type of test market does the company attempt to sell the product being tested through normal distribution channels in the test market cities?
Standard
Which of the following is a type of probability sample?
Stratified, Cluster, Simple Random
All of the following are nonprobability samples except which?
Systematic
A pretest is the most inexpensive insurance you can buy to ensure the success of a project.
T
An observer's presence is often disguised in order to control the tendency of people to behave differently when they are being watched.
T
Communication involves questioning respondents to get the information you need using a questionnaire.
T
Field experiments differ from laboratory experiments mostly in terms of environment.
T
If Red Bull asks consumers to take an online survey, and the Red Bull logo is on the survey web page, the survey is undisguised.
T
If all population elements have exactly the same value of the characteristic being researched, then a sample size of one is all that is needed to represent the population.
T
In the early stages of research, when ideas or insights are being sought, judgment samples can be perfectly appropriate.
T
It's not possible to observe an attitude or opinion, a person's awareness or knowledge, or motivation.
T
Nonprobability samples involve personal judgment somewhere in the selection process.
T
Observation is often more useful than surveys in sorting fact from fiction with respect to behaviors.
T
One of the most important methods of mechanical observation is the bar-code scanner.
T
Recall loss and telescoping error work in opposite directions.
T
Simulated test markets are more suited for evaluating product extensions than for examining the likely success of radically different, new products.
T
T/F? Causal studies typically take the form of experiments.
T
The accuracy of a test market increases with the length of time the testing occurs.
T
The advantage of branching questions is that it allows respondents to skip irrelevant questions.
T
The area sample is particularly useful when no good sampling frame is available.
T
The calculation of total sampling elements (TSE) applies to any type of sample.
T
The first step in measuring some attribute is to determine the properties of the attribute.
T
The properties of the attribute being measured determine which levels of measurement are possible.
T
The use of disguise amounts to a conscious effort to deceive the respondent.
T
With paper-based surveys, there is no opportunity for interviewer bias from the wording of questions or the way questions are asked.
T
Within a given precision range, the amount of confidence is directly related to the size of the sample.
T
What kind of error is the tendency for a respondent to remember an event as having occurred more recently than it did?
Telescoping error
Which characteristics of a population drive the sample size?
The desired precision; The desired confidence; The variation in the characteristic of the population
Why might a researcher use a disguise in a questionnaire?
To hide the sponsor of the research
When does the calculation of total sampling elements (TSE) become important?
When there is incorrect contact information for some sample elements; When some sample elements refuse to participate or cannot be contacted; When some sample elements don't meet the criteria for inclusion in the sample
What decisions must be made when designing scales?
Whether to use a global or composite scale; How many scale positions to use; Whether to use an even or odd number of scale positions
All of the following are mechanical approaches to recording observation except for which one?
Written Field Notes
What is the question type that routes people to different survey items based on their responses?
branching question
The two, basic means of obtaining primary data are:
communication and observation
When would the use of disguise be desirable?
d. Disguise is desirable in all of these circumstances.
Sequencing questions by starting broadly and progressively narrowing the scope is known as the
funnel approach
The characteristic of a population are known as
parameters
The Likert scale is a widely-used scale in marketing research, and is also known as a
summated-ratings scale.
