ch 7, 8, 9, 10, 11

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? 1. main 2. confound 3. interaction 4. synergistic

3. interaction

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____. 1. social desirability bias 2. auspices bias 3. interviewer error 4. interviewer cheating

3. interviewer error

The experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____. 1. interaction effect 2. primary effect 3. main effect 4. confound

3. main effect

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) _____. 1. phenomenological study 2. ethnographic study 3. scanner-based consumer panel 4. obtrusive observation study

3. scanner-based consumer panel

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: 1. 3-5 weeks 2. 1-2 weeks 3. 6-8 weeks 4. 2-3 weeks

4. 2-3 weeks

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

4. Social desirability

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? 1. auspices bias 2. mere-measurement effect 3. sugging 4. curb-stoning

4. curb-stoning

Carl is an interviewer, and he is supposed to write down everything respondents say. However, he has difficulty getting everything down. This is an example of _____. 1. interviewer cheating 2. curb-stoning 3. auspices bias 4. interviewer error

4. interviewer error

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

4. scanning systems

All of the following are examples of nonverbal behavior EXCEPT _____. 1. nodding 2. raised eyebrows 3. smiling 4. talking

4. talking

in which type of experiment does the research have more complete control over the research setting and extraneous variables? 1. laboratory 2. field 3. controlled 4. factorial

1. Laboratory

Which type of error arises because of inadequacies of the actual respondents to represent the population of interest? 1. Sampling error 2. response error 3. systematic error 4. population error

1. Sampling error

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. 1. artifacts 2. Trace elements 3. Physiological responses 4. Inventories

1. artifacts

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

1. basic experimental design

_____ is a straightforward attempt to observe and record what naturally occurs. 1. direct observation 2. Visible observation 3. Reflective observation 4. Primary observation

1. direct observation

_____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference. 1. response latency 2. Decision interval 3. Temporal analysis 4. Temporal pattern

1. response latency

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred? 1. systematic error 2. respondent error 3. random sampling error 4. implementation error

1. systematic error

A scientific procedure that allows a new product to be tested under realistic market conditions is called a _____. 1. test-market 2. TQM 3. market segmentation study 4. simulated test

1. test-market

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

2. all of these choices

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? 1. indirect analysis 2. content analysis 3. entrapment 4. contrived analysis

2. content analysis

All of the following are experimental design issues EXCEPT _____. 1. selection and assignment of subjects to treatments 2. manipulation of the dependent variable 3. manipulation of the independent variable 4. control over extraneous variables

2. manipulation of the dependent variable

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. history effect 2. maturation effect 3. cohort effect 4. selection effect

2. maturation effect

Observing the movement of a shopper in a supermarket is an example of what type of observation? 1. mall interception 2. physical actions 3. expressive behavior 4. verbal behavior

2. physical actions

_____ are the subjects or entities whose responses to the experimental treatment are measured. 1. Covariates 2. Test units 3. Independent units 4. Focal units

2. test units

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. invisible 2. unobtrusive 3. visible 4. indirect

2. unobtrusive

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

2. way-finding

A callback procedure should be used for all of the following situations EXCEPT _____. 1. a respondent who is not at home 2. a busy signal 3. a respondent that answers but refuses to participate 4. a respondent who does not answer the phone

3. a respondent that answers but refuses to participate

The tendency for respondents to agree with most questions in a survey is known as _____. 1. extremity bias 2. auspices bias 3. acquiescence bias 4. interviewer bias

3. acquiescence bias

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

3. always revealing the sponsor of the research

Which type of variable is a continuous variable included in a statistical analysis as a way of statistically controlling for variance due to that variable? 1. main 2. independent 3. covariate 4. blocking

3. covariate