MKT 3356 - EXAM 2 TTU
A construct is a term used for concepts that are measured with single variables.
False
Which of the following allows a researcher to measure what portions of the brain are active at a given time?
Magnetic resonance imaging (MRI)
________ refers to some true value of a phenomenon within a population
Population parameter
_______ represents intentional attempts to disrupt the results of a test market being conducted by another firm
Test-market sabotage
No contacts occur when people are unwilling to participate in the research
1. False this type of error is referred to as refusals. No contacts are potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research.
A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study
False
Field experiments ten to have less external validity than laboratory experiments
False
"Should Dillard's keep its excellent department store credit card program? _____ Yes ____ No" is an example of
Making assumptions
When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, this is an example of what type of observation?
Mechanical observation
Which of the following occurs when respondents tend to answer questions with a certain slant?
Response Bias
Surveys in which the respondent takes the responsibility for reading and answering questions are called
Self-administered questionnaires
All of the following are examples of nonverbal behavior except
Talking
Hidden, unobtrusive observation minimizes respondent error
True
"I hate asparagus" is an example of which component of an attitude toward asparagus?
affective
A(n) ________ is an enduring disposition to consistently respond in a given manner to various aspects of the world?
attitude
When "out of sight, out of mind" was translated into a foreign language, and then was translated back into english by a language expert in that language to co become: "Invisible things are insane," this was an example of ________
back translation
The term used to describe directing respondents to alternative portions of the questionnaire based on their response to a filter question is
branching
All of the following are types of response bias except: a) interviewer bias b) extremity bias c) self-selection bias d) acquiescence bias
c) self-selection bias
Which of the following is the term used to refer to a treatment combination within an experiment
cell
Which attitude component represents a person's awareness and knowledge of the relative matter?
cognitive
A marketing researcher is a manipulating exposing subjects to one of two price levels--$ 1.99 or $2.49--for a tube of chapstick and measures behavioral intentions. The two price levels are known as experimental ________ in the study
conditions
A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a _______
constant-sum scale
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
content analysis
When a food company tests a new product by having one group of experimental subjects taste this product first and then taste a competitor's product second, while a second group of experimental subjects tastes these two products in the reverse order, the experimental design has been
counterbalanced
An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a
counterbiasing statement
All of the following cannot be observed except
expressive behavior
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
interaction
When salespeople are tested one year after a sales training program and perform better on the exam, not because they have gained on year's experience in sales, this is an example of a
maturation effect
Scales that assign a value to an object for identification or classification purposes are called ______ scales
nominal
Systematic errors are ____ because they include all sources of error other than those introduced directly by the sampling procedure
nonsampling errors
When respondents are asked to place local shopping malls so that their first choice is 1, their second choice is 2, and so forth, this is best-described as an example of a(n) ______ scale
ordinal
Observing the movement of a shopper in a supermarket is an example of what type of observation
physical actions
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
How much a person weighs is best described as an example of a(n) _______ scale
ratio
Systematic error is divided into which two general categories
respondent error and administrative error
Which of the following is a device providing a range of values that correspond to different characteristics or amount of a characteristic exhibited in observing a concept?
scale
Which type of question requires the respondent to choose one of two alternatives?
simple-dichotomy
Which of the following uses two alternatives phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing?
split-ballot technique
Which experimental research design involves repeated measures
within-subjects design
All of the following are disadvantages of open-ended response questions Except _______
The information provided by responses is not useful to decision makers (irrelevancy)
A multiple-grid question includes several questions of the same format all arranged in a grid
True
Which of the following is a question that can be asked to help address the question of whether or not a subject's privacy is violated?
all of these choices
"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
Research projects involving experimental manipulations that are implemented in a natural environment are called
field experiments
When a competitor, introduces a 15 percent price cut in order to blunt the effect of a test marketing study, this is an example of a ____
history effect
The two approaches that marketer researchers conduct surveys are referred to as
interactive and non interactive
When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer this is an example of
interviewer bias
Which of the following represents the average of all possible split-half reliabilities for a construct
lowercase alpha α
Which of the following survey research methods offers the lowest degree of respondent anonymity
mail intercept interview
Which of the following measures involuntary changes in the electrical resistance of the skin
psychogalvanometer