Marketing test 2

Your text discusses the advantages of secondary data. List the primary advantage and 2 additional advantages.

Readily available, they are also generally faster and less expensive than primary data.

The degree to which all information collected in a questionnaire addresses a research question that will help the decision-maker address the current marketing problem is the extent to which the questionnaire is ______________.

Relevant

Administrative error caused by improper sample design or sampling procedure execution.

Sample selection error

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

Error that results from an imperfect aspect of research design or mistake in the execution of research.

Systematic error

a sampling procedure that utilizes people who are conveniently available; results can be obtained quickly and economically

convenience sampling

Which type of validity is another way of expressing internal consistency?​

convergent validity

A(n) ____________________ scale has an absolute zero point.

ratio

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred.​

​deliberate falsification

Which characteristic is a key difference between ratio and interval scales?​

Absolute zero

When developing multiple-choice alternatives, it is important that the categories

Be mutually exclusive

A single question that really asks two questions at the same time is called a(n) ____________________ question.​

Double Barreled

T/F: To demonstrate his or her knowledge, it is important that a researcher include technical jargon in the questions developed.

False

T/F: When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer, acquiescence bias has occurred.​

False Rationale: Social desirability bias occurs when a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer.

​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.

Filter

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.

Interviewer Error

Bias that occurs because an interviewer influences respondents' answers.

Interviewer bias

Mistakes made by interviewers who fail to record survey responses correctly.

Interviewer error

Match the example to the scale of measurement. A.) gender B.) rankings C.) sales volume D.) Temperatures

Match the example to the scale of measurement A.) nominal B.) Ordinal C.) Ratio D.) interval

____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.​

Measurement

The opening vignette in chapter 7 describes a method of using technology. _____________ surveys are catching on.

Mobile

Using secondary data to study relationships between two variables is an example of ____________________.

Model Building

____ definitions translate conceptual definitions into measurement scales.​

Operational

a sampling technique that means every element in the population has a known, nonzero probability of selection

Probability Sample

The difference between the sample result and the result of an accurate census is _____________________ error.

Random Sampling Error

T/F: With the Internet, an abundance of data is available. Researchers should use cross-checks to verify the data whenever possible.

True

Asking a group of households to record their consumption of certain products over a two-year period is an example of ____.​

diary panel data

A scale that arranges objects so that they are equally-distant from one another is called a(n) ____________________ scale.

interval

a nonprobable sampling technique in which an experienced individual selects the sample based on specific characteristics

judgement sampling

Questions that suggest or imply a certain answer are called ____________________ questions.​

leading questions

a sampling technique that means each member of the population has an unknown chance of being selected

nonprobability sampling

Judgment sampling is a type of ____________________ sampling.

probability

__________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented to the extent that the investigator desires.

quota sampling