Business 4055 Exam II
All of the following are directly observable phenomena EXCEPT ____.
Attitudes
In experimental research, categorical variables like a subject's gender or ethnicity are known as ____.
Blocking variables
Which attitude component represents a person's awareness and knowledge of the matter?
Cognitive
All of the following are experimental design elements EXCEPT for the ____.
Manipulation of the dependent variable
A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____.
Pretest
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
A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet?
The data should be in the correct unit of measurement.
Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?
composite measures
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments?
constancy of conditions
Which type of validity is another way of expressing internal consistency?
convergent validity
A food company tests a new product by having one group of subjects taste their own product first and then taste a competitor's product second, while a second group of experimental subjects tastes the competitor's product first followed by the company's own product. Which type of experimental design is being used?
counterbalanced
Measures that can take on only one of a finite number of values are called ____.
discrete measures
When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred.
experimenter bias
It is possible to directly observe ____.
expressive behavior
Data purchased from a company such as NPD Group, Inc. on the consumption of frozen pizza in the U.S. is most likely going to be used for ____.
fact-finding
A(n) ____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information.
neutral
Which of the following is a discrete measure?
nominal scale
Observing a person's television viewing habits is an example of which type of observation?
physical actions
Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____.
physical objects
All of the following measure physiological reactions EXCEPT ____.
scanning systems
A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often. This is best described as a(n) ____ scale.
category
All of the following are typically advantages of Internet survey research EXCEPT that it is ____.
random sampling
Systematic error is divided into ____.
respondent error and administrative error
People who provide answers to survey questions are often called ____.
respondents
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____.
response rate
All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.
too expensive
Surveys in which the respondent takes the responsibility for reading and answering questions are called ____.
self administered questionnaires
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)
summated scale
Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of ____.
model building
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 classified as a(n) ____.
no contact
People who cannot be contacted or who refuse to participate 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 would not participate. This is an example of ____.
nonresponse error
Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?
observation
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
Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called ____.
moving average forecasting
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?
spatial relations and locations
A credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk. This company is using ____.
customer discovery
If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?
15
Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called the ____.
index of retail saturation
Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____.
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
Asking a group of households to record their consumption of certain products over a two-year period is an example of ____.
diary panel data
Research projects involving experimental manipulations that are implemented in a natural environment are called ____.
field experiments
All of the following are examples of internal secondary data EXCEPT:
focus groups
Which type of effect is a function of time and the naturally occurring events that coincide with growth and experience?
maturation effects
____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.
measurement
When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, a ____ effect has occurred.
history effect
All of the following are examples of nonverbal behavior EXCEPT ____.
paralingustics
A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store. The code number is linked to purchase information recorded by the scanner. Juanita is participating in a(n) ____.
scanner-based consumer panel
A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task.
sorting
