ISU MKT 444 EXAM 2 - Julie Summers

If the price of CD players in Denver range from $59 to $179, the range of these prices is:

$120

If the average units produced in a month by a Ford Motor Co. plant for Ford Explorers is 22, but only 18 Explorers are produced on a given day in that same month, the deviation score for this one day is:

-4

____________________ scales assign a value to an object for identification or classification purposes.

Nominal

The mode is the measure of central tendency that identifies the value that occurs most often.

True

The tendency for respondents to agree with most questions in a survey is known as:

acquiescence bias

"I hate asparagus" is an example of which component of an attitude toward asparagus?

affective

Which type of scale is the following? ____ Very Satisfied ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied

balanced

Another term for fixed-alternative questions is ____ questions.

closed

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, Web sties, and the like?

content analysis

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

When a researcher wants to study the members of the American Marketing Association and selects a sample from its membership list, the membership list is an example of a:

sampling frame

Which type of error occurs when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame?

sampling frame error

A researcher gave Jaunita 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

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, this is an example of:

self-selection bias

Find the mean score of the following set of scores: 2, 5, 7, 4, 8 .

4.2

Systematic error is divided into which two general categories?

respondent error and administrative error

A scale can be thought of as a generalized idea that represents something of meaning.

False

Asking general questions before specific questions in order to obtain unbiased responses is called the anchoring technique.

False

The midpoint of a distribution, above which and below which half of the scores fall, is called the mode.

False

When a test market is conducted in five retail stores in Erie, Pennsylvania, this is an example of a laboratory experiment.

False

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:

define the target population

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of what type of question?

double-barreled

All of the following are errors associated with direct observation EXCEPT: a. entrapment b. subjectively c. accuracy d. interpretation

entrapment

The group receiving an experimental treatment is called the:

experimental group

"Does package size affect consumption rates in snack products?" is a typical question in what type of research design?

experimental research

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

When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity.

face test-retest

A convenience sample is a type of probability sampling method.

false

A person's attitude toward Tide detergent can be directly observed.

false

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

false

Hidden, unobtrusive observation maximizes respondent error.

false

Ranking measurements of attitudes provide interval data.

false

A question such as: "Have you ever received a speeding ticket? ____ Yes ____ No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of question?

filter

Nicole has developed a set of data organized by summarizing the number of times a particular value of a variable occurs. This is an example of a:

frequency distribution

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

funnel technique

All of the following can be measured using ratio scales EXCEPT ____. gender income weight temperature

gender

As sample size ____, random sampling error ____.

increases; decreases

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

"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?

loaded

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:

maturation effect

When some subjects exit the experiment before it is completed and this effects the results of the study, this is an example of a(n):

mortality effect

Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be:

mutually exclusive

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:

nonresponse error

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

In which type of sampling does every element in the population have a known, nonzero probability of selection?

probability sampling

All of the following are advantages of survey research EXCEPT: a. efficient b. inexpensive c. accurate d. random

random

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

social desirability bias

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

spatial relations and locations

In which type of sampling is a subsample drawn using simple random sampling within each stratum?

stratified sampling

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

systematic error

Assume a professor uses a numbering scale and assigns a score of 1 - 20 points to each student's paper. If 1 student earns 16 points and another earns 20 points. We know that 1 student earns a higher grade by 4 points. This is an example of an interval scale.

true

Direct observation is a straightforward attempt to observe and record what naturally occurs.

true

In experimental research, independent variables are created rather than simply measured.

true

Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.

true

Most survey research is descriptive research.

true

Open-ended response questions are valuable at the beginning of personal interview sessions.

true

Response latency is the amount of time it takes to make a choice between two alternatives.

true

Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.

true

Two major sources of survey error are random sampling error and systematic error.

true

Which experimental research design involves repeated measures?

within-subjects design