MKT 3413 Test 2 (Ch.4,5,6,7)
Which of the following is recognized as the most important qualitative research procedure? A) focus group B) depth interview C) quantitative survey D) experiment E) projective technique
A
________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs. A) Evaluation techniques B) Sentence completion techniques C) Construction techniques D) Expressive techniques E) Detail techniques
B
________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results. A) Response bias B) Nonresponse bias C) Social desirability D) Interviewer bias E) Facsimile bias
B
Which of the following statements is NOT an advantage of online focus groups? A) The researcher can reach segments that are usually hard to survey. B) Researchers can re-contact group participants at a later date. C) The cost of the online focus group is much less. D) Only people that have and know how to use a computer can participate. E) The researcher can include geographically dispersed participants.
D
________ variables are variables that are manipulated by the researcher and whose effects are measured and compared. A) Dependent B) Interdependent C) Extraneous D) Independent E) Test unit
D
In focus group reports, which of following is included? A) frequencies and percentages of respondent views B) all of the words spoken by the participants C) "instant interpretation" done with managers immediately after the last focus group has finished for the night D) analysis of facial expressions and body language E) plans for survey research
D
Telephone interviewing is not a popular mode of administering questionnaires in countries that ________. A) have a low rate of households with telephones B) have a high rate of households with telephones C) use English as a national language D) use Spanish as a national language E) all of the above
A
The ________ is not exposed to the independent variable manipulation but provides a point of comparison when examining the effects of these manipulations on the dependent variable. A) control group B) hypothetical group C) experimental group D) extraneous group E) caveat group
A
The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control for cold mail D) no control of environment E) low speed
A
The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________. A) poor response rate B) potential for interviewer bias C) moderate quantity of data can be collected D) high cost E) high social desirability
A
The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________. A) Internet interview B) mail interview C) telephone interview D) mall intercept interview E) in-home personal interview
A
The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called a(n) ________. A) experiment B) test unit C) hypothesis D) theory E) manipulation measurement
A
Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously? A) R X1 O1 R X2 O2 B) R X1 O1 O2 X2 O3 C) X O1 O2 X O1 O2 D) R X1 O1 R X1 O1
A
Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind? A) word association technique B) sentence completion technique C) construction technique D) expressive technique E) evaluation technique
A
Which of the following is NOT a category of personal interviewing methods? A) mail panel B) in-home C) mall intercept D) computer-assisted E) All of the above are categories of personal interviewing.
A
Which of the following is NOT an advantage of using telephone interviewing to collect research data? A) large quantity of data can be collected B) high sample control C) good control of the field force D) good response rate E) fast
A
Which of the following is NOT an advantage of using the survey method? A) ease of use B) reliability C) cost D) validity E) All are advantages.
A
Which of the following is NOT one of the broad categories of experimental designs? A) concurrent design B) preexperimental design C) statistical design D) true experimental E) All are broad categories of experimental designs.
A
Which of the following is NOT one of the key qualifications of focus group moderators? A) joviality B) skill C) experience D) knowledge of the discussion topic E) knowledge of the marketing research project
A
Which of the following is a way of controlling extraneous variables? A) randomization B) personalization C) quality control D) extraneous control E) analysis
A
________ are the most important qualitative research procedure. A) Focus groups B) Depth interviews C) Projective techniques D) Association techniques
A
________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Thorough research
A
________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview. A) A direct approach B) An indirect approach C) A panel D) A survey E) An informed approach
A
________ refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables. A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Corollary group
A
C
A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) direct scale
B
A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling
A
A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling
E
A major disadvantage of comparative scales would be which of the following? A) Halo or carryover effects are reduced. B) Respondents bring the same point of reference to a task. C) The resulting data measures relative differences. D) Only big differences between objects can be detected. E) A researcher cannot generalize beyond the objects under study.
E
A major disadvantage of constant sum scaling is that it ________. A) is limited to large discriminations among alternatives B) takes too much time to collect C) has no absolute zero point D) cannot be considered an ordinal scale E) cannot prevent respondents from allocating more or fewer units than those specified
A
A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n) ________. A) Likert scale B) semantic differential C) Stapel scale D) opinion rating scale E) penta scales
B
A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n) ________. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale
D
A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________. A) forced rating scale B) systematic scale C) multiple measurement scale D) multi-item scale E) single question scale
C
A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________. A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) mid-range scale
A
A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n) ________. A) nominal scale B) ratio scale C) ordinal scale D) interval scale E) random scale
C
A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) extreme scaling
B
A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) descriptor scale
C
A(n) ________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale
A
A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) noncomparative scale B) continuous rating scale C) itemized rating scale D) Likert scale E) random scale
D
A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) independence scale
A
A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. A) ratio scale B) nominal scale C) ordinal scale D) interval scale E) random scale
E
According to the text, ________ are the simplest to use. A) ratio scales B) ordinal scales C) interval scales D) random scales E) nominal scales
D
According to the text, ________ means that all the objects fall into one of the classes. A) mutually exclusive B) collectively exclusive C) mutually exhaustive D) collectively exhaustive E) object non-overlap
A
According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class. A) mutually exclusive B) collectively exclusive C) mutually exhaustive D) collectively exhaustive E) object non-overlap
D
According to the text, comparative scaling is sometimes referred to as ________. A) metric scaling B) random scaling C) monadic scaling D) nonmetric scaling E) none of the above
A
According to the text, the constant sum should be considered a(n) ________. A) ordinal scale B) ratio scale C) interval scale D) nominal scale E) random scale
B
According to the text, which of the following formulas determines total measurement error? A) systematic error - random error B) systematic error + random error C) systematic error × random error D) systematic error/random error E) square root of (systematic error/random error )
D
According to the text, which of the following is NOT one of the commonly used itemized rating scales? A) Likert scale B) semantic differential C) Stapel scale D) random scale E) All of the above are commonly used itemized rating scales.
A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions. A) statistical environment B) laboratory environment C) field environment D) virtual environment E) construct condition design
B
A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique
B
A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. A) experiment B) focus group C) quantitative survey D) depth interview E) moderator group
B
According to the text, experiments can be described in terms of all of the following EXCEPT ________. A) independent variables B) interdependent variables C) dependent variables D) extraneous variables E) B and D
B
All of the following are good examples of dependent variables EXCEPT ________. A) sales B) consumers C) profits D) market shares E) attitudes
B
All of the following are good examples of test units EXCEPT ________. A) consumers B) price levels C) stores D) geographic areas E) households
B
The percentage of the total attempted interviews that are completed is referred to as ________. A) sample control B) response rate C) social desirability D) interviewer bias E) cooperation rate
B
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________. A) projection B) observation C) description D) exploration E) micro-pattern research
B
The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________. A) interviewer bias B) social desirability C) nonresponse error D) response rate E) the fundamental attribution error
B
A ________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur. A) statistical environment B) laboratory environment C) field environment D) virtual environment E) perceptual environment
C
A focus group typically consists of how many participants? A) one to four B) five to eight C) eight to twelve D) thirteen to fifteen E) more than fifteen
C
A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________. A) cartoon test B) completion technique C) word association D) third person technique E) laddering
C
A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________. A) association technique B) completion technique C) picture response technique D) third person technique E) laddering
C
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________. A) focus group method B) exploratory method C) survey method D) sampling method E) motivation elicitation technique
C
A(n) ________ is a statistical experimental design used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables. A) multiple time series design B) posttest-only control group design C) factorial design D) one-shot case study E) interaction design
C
According to the text, a(n) ________ is the group exposed to the manipulated independent variable. A) control group B) hypothetical group C) experimental group D) extraneous group E) corollary group
C
According to the text, the typical duration of a focus group is ________. A) less than an hour B) two to four hours C) one to three hours D) three to five hours E) more than five hours
C
Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following EXCEPT specifying ________. A) independent variables B) dependent variables C) plan for data analysis D) how to control the extraneous variables E) test stimuli
C
Which of the following is NOT a relative disadvantage of using personal observation methods? A) high observation bias B) high analysis bias C) unsuitable in natural settings D) All of the selections are relative disadvantages of using personal observation methods. E) A and B only
C
Which of the following is NOT an advantage of using mall intercept interviews to collect research data? A) good for physical stimuli B) good control of the environment C) low cost D) good response rate E) complex questions can be asked
C
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys? A) surveys do not address the responses from nonusers of social media B) survey administration is difficult to control. C) inability to field more complex questions D) response rates may be low E) confidentiality is an issue
C
Which of the following is NOT one of the three types of preexperimental designs? A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) All are preexperimental designs.
C
Which of the following is NOT recognized as a classification for the various methods of collecting survey data? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
C
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) The CATI software cannot perform skip patterns. D) Interim and update reports on data collection or results can be provided almost instantaneously.
C
Which of the following types of incentives is included with the survey or questionnaire? A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) Hollywood incentive
C
Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration? A) quantitative research B) experimental research C) qualitative research D) hypothetical research E) lead research
C
Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis? A) qualitative research B) lead research C) quantitative research D) hypothetical research E) total research
C
Which of the following types of research seeks statistical evidence, based on large, representative samples? A) qualitative research B) exploratory research C) quantitative research D) hypothetical research E) quasi-experimental research
C
________ allow for the statistical control and analysis of external variables. A) Quasi-experimental designs B) True experimental designs C) Statistical designs D) Preexperimental designs
C
________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs. A) Mechanical observation B) Virtual observation C) Personal observation D) Perceptual observation E) Simultaneous rigor
C
________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures. A) Social desirability B) Nonresponse error C) Interviewer bias D) Response bias E) The fundamental attribution error
C
________ is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration. A) The time order of occurrence of variables B) The role of evidence C) Concomitant variation D) The elimination of other possible factors
C
________ refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population. A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Population validity
C
True experimental designs include the ________ and ________. A) one-shot case study; the pretest-posttest control group design B) pretest-posttest control group design; the posttest-only control group design C) posttest-only control group design; the static group D) static group; the one-shot case study E) random study; the control study
B
Use of a formal questionnaire that presents questions in a prearranged order is called ________. A) exploratory data collection B) structured data collection C) randomized data collection D) hypothetical data collection E) pre-arranged data collection
B
Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research. A) qualitative; quantitative B) quantitative; qualitative C) observational; qualitative D) descriptive; observational E) total; partial
B
Which of the following advantages does NOT apply to using in-home interviewing to collect research data? A) good for physical stimuli B) relatively inexpensive C) good sample control D) large quantity of data can be collected E) complex questions can be asked
B
Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it? A) word association technique B) picture response technique C) cartoon test D) third person technique E) B and C
B
Which of the following is NOT a classification of the projective techniques used in marketing research? A) word association B) evaluation technique C) sentence completion D) picture response E) third person technique
B
Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data? A) good response rate B) low cost C) low potential for interviewer bias D) good for physical stimuli E) very good control of environment
B
Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________. A) hiring moderators with at least 5 years of experience B) putting prospective moderators through company-specific training C) including video or voice recording devices in the focus group D) doing focus groups after the survey work on the project is completed E) preparing a detailed moderator discussion guide
E
Field experiments feature which of the following? A) realistic environment B) low control C) high external validity D) A and C E) A, B, and C
E
In a Pepsi project the researcher is interested in examining the effect of humor and the effect of various levels of brand information on advertising effectiveness. Three levels of humor (no humor, some humor, and high humor) are to be examined. Likewise, brand information is to be manipulated at three levels (low, medium, and high). The resulting table would be three rows (levels of information) by three columns (levels of humor), producing nine possible combinations or cells. The respondents would be randomly assigned to one of the nine cells. Respondents in each cell would receive a specific treatment combination. After exposure to a treatment combination, measures would be obtained on attitudes toward Pepsi advertising, brand, and the celebrity from respondents in each cell. To which category of design does this fall into? A) statistical regression design B) recombinant design C) static group design D) one-shot case study E) factorial design
E
In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation? A) association technique B) completion technique C) construction technique D) evaluation technique E) third person technique
E
Limitations of experiments include which of the following? A) time B) cost C) administration of an experiment D) need for control E) all of the above
E
The ________ is a two-group experimental design in which one of the groups acts as a control group, the subjects are not assigned randomly, and measurements are made on both groups following the treatment. A) one-shot case study B) one-group pretest-posttest design C) random group D) partial experimental design E) static group
E
The main purpose of a(n) ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market. A) depth interview B) quantitative survey C) experiment D) moderator group E) focus group
E
Variables that measure the effect of the independent variables on the test units are called ________. A) interdependent variables B) concurrent variables C) extraneous variables D) concomitant variables E) dependent variables
E
Which of the conditions must be satisfied in order to justify the inference of a possible causal relationship between two variables? i. Concomitant variation ii. Time order of occurrence of variables iii. Absence of other possible causal factors iv. Sterile measurement environment A) (i) B) (i), (iii), and (iv) C) (ii) and (iii) D) (i) and (iv) E) (i), (ii), and (iii)
E
Which of the following is NOT a disadvantage of electronic methods of data collection? A) no control of the environment B) low sample control C) low response rate D) only moderate quantities of data can be obtained E) low social desirability
E
Which of the following is NOT an advantage of depth interviews over traditional focus groups? A) richer discussion of sensitive topics B) deeper insights about underlying motives C) less social pressure to conform D) scheduling of respondents E) cost per respondent
E
Which of the following is NOT an advantage of online focus groups? A) Geographic distance is overcome for respondents. B) Client can observe from home or office. C) Respondents can be re-contacted easier. D) People are less inhibited in their responses. E) Costs are equivalent to traditional focus groups.
E
Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research? A) Depth interviews can uncover deeper insights than focus groups. B) Depth interviews result in a free exchange of information that may not be possible in focus groups. C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. D) With probing, it is possible to get at the real issue when topics are complex. E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.
E
B
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________. A) randomization B) measurement C) sampling D) exploring E) characterization
A
The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________. A) reliability B) validity C) accuracy D) efficiency E) substantiality
C
The generation of a continuum upon which measured objects are located is called ________. A) sampling B) hypothesizing C) scaling D) factoring E) continuous generation
C
The most complex of the primary scales of measurement is the ________. A) ordinal scale B) interval scale C) ratio scale D) nominal scale E) random scale
A
The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale
B
The scaling techniques commonly used in marketing research can be classified into ________ and ________. A) random; nonrandom scales B) comparative; noncomparative scales C) interval; ratio scales D) nominal; ordinal scales E) object; non-object scales
B
What type of scale is this? Sears is: Powerful —:—:—:—:-X-:—:—: Weak Unreliable —:—:—:—:—:-X-:—: Reliable A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) visual scale
D
When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm. A) Likert scale B) Stapel scale C) balanced rating scale D) semantic differential E) image scale
D
Which noncomparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above E) none of the above
B
Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other? A) a comparative scale B) a continuous rating scale C) an itemized rating scale D) a Likert scale E) extreme scaling
E
Which of the following is NOT a characteristic of the Likert scale? A) easy to construct B) easy to administer C) easy for the respondent to understand D) the number of scale points can vary E) respondents read a short phrase rather than an entire statement
D
Which of the following is NOT a classification of itemized rating scales? A) Likert scales B) semantic differential scales C) Stapel scales D) perceptual scales E) All of the above are classifications of itemized rating scales.
D
Which of the following is NOT one of the four primary scales of measurement? A) nominal scales B) ordinal scales C) interval scales D) random scales E) C and D
D
Which of the following is NOT recognized as a comparative scaling technique? A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) All of the above are comparative scaling techniques.
B
Which of the following primary scales of measurement is recognized as the most basic or limited? A) ordinal scales B) nominal scales C) ratio scales D) interval scales E) random scale
C
Which of the following primary scales of measurement is used for classification purposes? A) ordinal scales B) ratio scales C) nominal scales D) interval scales E) random scales
D
Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made? A) systematic error B) forced error C) coefficient error D) random error E) dispersion error
B
Which of the following types of scales are sometimes referred to as graphic rating scales? A) noncomparative scales B) continuous rating scales C) itemized rating scales D) Likert scales E) none of the above
B
Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning? A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) select scales
C
Which scale is NOT an itemized rating scale? A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) semantic differential
A
________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made. A) Systematic error B) Random error C) Forced error D) Coefficient error E) Dispersion error
B
________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment. A) Constant sum scaling B) Rank order scaling C) Paired comparison scaling D) Semantic differential scaling E) Discriminative scaling
B
________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors. A) Reliability B) Validity C) Effectiveness D) Consistency E) Substantive difference
C
In ________, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling
D
In a department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study. Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true? A) Sears is in some way superior or inferior to Neiman Marcus. B) It is meaningful to state that the number of the average store is 5.5. C) Both A and B are true. D) None of the above statements are true.
E
In developing countries, which of the following scales would be best for measuring consumer preferences? A) ordinal scales B) ratio scales C) interval scales D) substantive scales E) dichotomous scales
According to the text, which of the following is the most common statistical design? A) factorial design B) multiple time series design C) posttest-only control group design D) one-shot case study E) regular matrix design
A
All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control D) low response rate E) moderate quantity of data
A
A preexperimental design in which a single group of test units is exposed to a treatment X and then a single measurement on the dependent variable is taken is called the ________. A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) X-file
A
A projective technique in which respondents are presented with a list of words, one at a time, is called ________. A) word association B) sentence completion C) story completion D) role playing E) piecewise thought-listing
A
A(n) ________ is sent to only those respondents who complete the survey. A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) completion incentive
A
All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________. A) choose which participant will be the group leader B) state the rules of group interaction C) probe the respondents and provoke intense discussion in the relevant areas D) attempt to summarize the group's response to determine the extent of agreement E) establish rapport with the group
A
An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________. A) projective technique B) quantitative technique C) survey technique D) evaluation technique E) motivation elicitation
A
Concomitant ________ occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher's hypothesis. A) variation B) probability C) reliability D) validity E) measurement
A
In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty. A) qualitative research B) quantitative research C) statistical research D) hypothetical research E) lead research
A
In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total
A
Sentence completion can be extended to ________. A) paragraph completion B) word association C) cartoon test D) means-end chaining E) laddering
A
An experiment was conducted to test the effects of coupon value on redemption. Personal interviews were conducted in New York with 280 shoppers who were entering a supermarket. These shoppers were given a coupon for one of four brands prior to entering the store. Two coupon values were used, one offering 15-cents off and the other 50-cents off. Shoppers were randomly assigned to these two coupon-value levels. Four brands — Tide detergent, Kellogg's corn flakes, Aim toothpaste, and Joy liquid dishwashing detergent — were used. These same shoppers were re-interviewed upon leaving the store and asked to report on any coupons used in the store. What is the dependent variable in this experiment? A) value of coupon B) coupons used in the store C) supermarket D) the brand selected E) all of the above
B
Qualitative research procedures are classified as either ________. A) primary or secondary B) direct or indirect C) descriptive or exploratory D) theoretical or non-theoretical E) partial or total
B
The ________ is a preexperimental design in which a group of test units is measured before and after exposure to the treatment. A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) before-and-after study
B
The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it. A) association technique B) picture response technique C) construction technique D) expressive technique E) evaluation technique
B
Which of the following is NOT an advantage of using focus groups in marketing research? A) The richness of the comments, which come from real customers, makes this technique highly useful. B) Focus groups are easy to moderate. C) The comments of one person in a focus group can trigger unexpected reactions from others. D) The responses in a focus group are generally spontaneous and candid, and they provide rich insights. E) Ideas are more likely to arise out of the blue.
B
Which of the following is NOT mentioned as an advantage of social media for conducting surveys? A) wider coverage B) survey administration is easy to control C) simplicity in implementing surveys D) ability to field more complex questions E) responses are more candid
B
Which of the following is NOT recognized as an advantage of using mail interviews to collect research data? A) no interviewer bias B) good control of environment C) low social desirability D) low/moderate cost E) no field force problems
B
Which of the following methods of collecting survey data is the least popular in the United States? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
B
________ are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups. A) Preexperimental designs B) True experimental designs C) Quasi-experimental designs D) Statistical designs E) Concurrent designs
B
________ are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic. A) Focus groups B) Depth interviews C) Quantitative surveys D) Experiments E) Probing interviews
B
________ implies that the occurrence of X increases the probability of the occurrence of Y. A) Probability B) Causality C) Reliability D) Validity E) True scores
B
________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Statistical research
B
In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total
C
Individuals, organizations, or other entities whose responses to independent variables or treatments being studied are called ________. A) hypotheses B) independent variables C) test units D) dependent variables E) corollaries
C
Limitations of e-mail surveys include all of the following EXCEPT ________. A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) there is inherent self-selection bias D) some e-mail software products limit the length of the body of an e-mail message
C
Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called ________. A) nonresponse bias B) environmental constraints C) demand artifacts D) sample controls E) guessing bias
C
The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n) ________. A) direct approach B) panel C) indirect approach D) survey E) masked approach
C
Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the exposure of a group to an independent variable, treatment, or event? A) T B) O C) X D) R
C
Variables other than the independent variables that influence the response of the test units are called ________. A) interdependent variables B) dependent variables C) extraneous variables D) concurrent variables E) influence variables
C
Which of the following can be symbolized as: EG: R X O1 CG: R O2 Where, X = the exposure of a group to an independent variable, treatment, event, the effects of which are to be determined O = the process of observation or measurement of the dependent variable on the test units or group of units R = the random assignment of test units or groups to separate treatments CG = control group EG = experimental group A) one-shot case study B) one-group pretest-posttest design C) posttest-only control group design D) static group design E) Pretest-posttest control group design
C
Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data? A) low control of field force B) potential for interviewer bias C) poor sample control D) most expensive E) may take long to collect the data
C
A
Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores. A) Measurement; Scaling B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement
A design in which a single group of subjects is exposed to a treatment (X), and then a single measurement on the dependent variable is taken (O1) is called a(n) ________. A) factorial design B) multiple time series design C) posttest-only control group design D) one-shot case study E) alternative group design
D
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________. A) focus groups B) electronic groups C) exploratory groups D) mail panels E) household constituencies
D
A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique
D
According to the text, the typical focus group costs the client about ________. A) $400 B) $2,000 C) $4,000 - 5,000 D) $6,000 - 8,000 E) $10,000
D
According to the text, which of the following types of questions does NOT apply to survey research? A) questions regarding behavior B) questions regarding attitudes C) questions regarding lifestyle characteristics D) questions regarding observational research E) questions regarding motivations
D
Advantages of Internet surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct.
D
All of the following are good examples of independent variables EXCEPT ________. A) price levels B) package designs C) advertising themes D) sales E) gender
D
All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT ________. A) high social desirability B) moderate quantity of data can be collected C) high cost D) poor response rate E) accessibility
D
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________. A) personal observation B) virtual observation C) perceptual observation D) mechanical observation E) device recording
D
Designs that do not control for extraneous factors by randomization are called ________. A) true experimental designs B) quasi-experimental designs C) statistical designs D) preexperimental designs E) extraneous designs
D
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories? A) traditional telephone interviews B) computer-assisted telephone interviewing C) personal in-home interviews D) mall-intercept personal interviews E) mail interviews
D
Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data? A) no use of physical stimuli B) limited to simple questions C) low quantity of data D) poor response rate E) labor costs
D
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data? A) no interviewer bias B) high speed C) low cost D) high sample control E) hard-to-reach-respondent contact
D
________ allow for the statistical control and analysis of external variables. A) Preexperimental designs B) True experimental designs C) Quasi-experimental designs D) Statistical designs E) External variable designs
D
A list of the disadvantages of telephone interviewing would include which of the following? A) Questioning is restricted to the spoken word. B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations. C) Personal rapport and commitment are difficult to establish. D) Respondents are less tolerant of lengthy interviews. E) all of the above
E
A random sample of respondents would be distributed randomly, half to the experimental group and half to the control group. A pretest questionnaire would be administered to the respondents in both groups to obtain a measurement on attitudes toward Pepsi advertising, brand, and celebrity; only the respondents in the experimental group would be exposed to the TV program containing the Pepsi commercial. Then, a questionnaire would be administered to respondents in both groups to obtain posttest measures on attitudes toward Pepsi advertising, brand, and celebrity. Which of the following experimental designs best represents the above scenario? A) one-shot case study B) one-group pretest-posttest design C) posttest-only control group design D) static group design E) pretest-posttest control group design
E
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________. A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area D) it allows for longer interviews E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
E
An experimental design in which the test units are assigned randomly and the experimental group is exposed to the treatment but the control group is not, and no pretest measure is taken is called the ________. A) one-shot case study B) random group C) static group D) manipulated treatment study E) posttest-only control group design
E
Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques? A) word association B) sentence completion C) story completion D) motivation elicitation E) cartoon tests
E
Disadvantages of focus groups include all of the following EXCEPT ________. A) tendency to regard findings as conclusive B) difficulty in moderating focus groups C) completely skilled moderators are rare D) coding, analysis, and interpretation are difficult E) respondents are generally spontaneous
E
Which of the following is NOT mentioned in the text as a method used to improve response rates? A) prior notification B) incentives C) follow-up D) personalization E) All of these methods are used to improve response rates.
E
Which of the following is a disadvantage of observational data? A) Attitudes, motivations and values can't be assessed. B) perceptual differences among observers C) Infrequent behaviors are too expensive to record. D) difficulty in observing behaviors E) all of the above
E
Which of the following is described as loosely structured conversations with individuals drawn from the target audience? A) experiments B) quantitative surveys C) panels D) conversation interviews E) depth interviews
E
Which of the following statements is an advantage of online focus groups? A) The researcher can reach segments that are usually hard to survey. B) Researchers can re-contact group participants at a later date. C) The cost of the online focus group is much more. D) Only people that have and know how to use a computer can participate. E) A and B
E
Which of the survey methods listed below is preferable when using physical stimuli? A) in-home B) mall intercept C) CAPI D) A and C only E) A, B and C
E
________ is an application of a controlled experiment done in limited, but carefully selected, test markets. A) Random sampling B) Parallel sampling C) Experimentation D) Selective control sampling E) Test marketing
E
________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently. A) Social desirability B) Interviewer bias C) Nonresponse bias D) Efficiency effect E) Sample control
E
E
Scale categories can be ________. A) assigned numerical values B) presented horizontally C) expressed by boxes D) expressed by discrete lines E) all of the above
C
Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) interval D) ratio E) constant