Practice Ex 3 - MKT 4301

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____.

1

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.

10

Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.

11

Compared to open-ended response questions, fixed-alternative questions _____.

12

Questions about crucial populations characteristics include all of the following EXCEPT for _______ a. Is a list available that matches our population? b. Is the a population our competitors uses? c. Who are we not interested in? d. Should the study include multiple populations?

13

Which type of scale is regarded as the highest form of measurement?

14

What is another term for a fixed-alternative question?

15

Which type of question is most likely to conserve space in a questionnaire?

16

A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) ______

17

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to _____

18

"What is your gender? __M__F" is an example of a(n) ____ question.

19

Which type of nonprobability sampling technique is used in the Consumer Price Index?

2

Which of the following is a discrete measure?

20

Which technique uses nonprobability sampling, in which an experienced individual selects the sample based on his or her judgement about some appropriate characteristics required of the sample member?

21

John receives a real estate survey about the house he purchased nine months ago. The instructions state to only complete if your house purchase was in the last year. He does not complete the survey based on these instructions. This is called _________________ ?

22

Pretests typically are conducted to answer questions about the questionnaire such as all the following EXCEPT for _______ a. Will respondents enjoy the questions? b. Are the questions clear and easy to understand? c. Can respondents answer the questions easily? d. Does the questionnaire flow naturally and conversationally?

23

A person's weight is best described as being measured on a(n) ______ scale

24

"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question

25

Mary is asked a question about a car that was purchased within the last 2 years. She responds by referencing the car she bought 3 years ago. This is called ____

26

A national political pollster randomly selects ten states, then randomly selects five counties within each state, then randomly selects five voting precincts within these counties, then randomly selects five blocks within these precincts, and finally, randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election. This is best called a(n) ____.

27

"What is your favorite hobby, playing video games, or what?" is an example of what type of question

28

All of the following are stages in the selection of a sample EXCEPT to ____ a. analyze data b. select a sampling frame c. determine sample size d. conduct fieldwork

29

A respondent is given a list of 4 local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at. This is a(n) ____ task.

3

A company decides to send in internet survey to all of its 127-member sales force to determine their morale. This is a _____.

30

A researcher is interested in studying attitudes about raw milk sales and has reason to believe that urban, suburban, and rural groups will vary in their responses. The researcher knows that the population being studied is 50% urban, 40% suburban, and 20% rural. She classifies the potential participants as urban, suburban, or rural residents, and then, for a sample totaling 100, randomly selects 50 individuals from the urban group, 40 from the suburban group, and 20 from the rural group. The researcher is using a(n) ____.

4

A researcher measures the reliability of an instrument by administering the same scale or measure to the same respondents at 2 separate times. What type of reliability is being assessed?

5

In which type of scale is a neutral point, or point of indifference, at the center of the scale?

6

A marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally. The vice president is asking for a(n) ____.

7

All of the following are advantages of quota sampling EXCEPT for _______ a. Quota sampling typically costs less for researchers. b. Quota sampling is typically more convenient for researchers. c. Quota sampling will typically take substantially less time to complete for researchers. d. Quota sampling generally provides a more random sample than probability sampling

8

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

9