MKT Exam 2
experimental research
"Does package size affect consumption rates in snack products?" is a typical question in what type of research design?
A researcher is examining the impact of pictures in advertisements and whether including instructions to imagine impact subjects' mental imagery. She manipulated three treatment levels of pictures: concrete picture, abstract picture, or no picture. Instructions to imagine were either present or not present. How many cells are there in this experiment?
6 cells
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:
6-8 weeks
a respondent who answers but refuses to participate
A callback procedure should be used for all of the following situations EXCEPT _____.
Subjects
A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as _____.
internet survey
A(n) _____ survey is a self-administered questionnaire posted on a website.
All of the following are types of response bias EXCEPT.....?
A. *Self-selection bias* B. Extremity bias C. Interviewer bias D. Acquiescence bias
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
Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation?
Spatial relations
30 percent
Suppose that a mail survey was sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.
self-administered questionnaires
Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.
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
A source of error in observation studies is in the interpretation of the meaning of the observation data.
TRUE
Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.
TRUE
Hidden, unobtrusive observation minimizes respondent error.
TRUE
Which of the following is FALSE regarding mobile phone interviews?
Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.
Responce Rate
The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____.
internal validity
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _____.
Acquiescence Bias
The tendency for respondents to agree with most of the questions in the survey is known as _____.
A situation in which an observer's presence, or the mechanical device doing the recording, is easily known to the subject involves _____.
Visible Observation
A researcher was observing how children play on playground equipment at a public park. The observers were out in the open and parents were told that their children were being observed. This type of observation is called___
Visible observation
A situation in which an observer's presence, or the mechanical device is doing the recording, is easily known to the subject involves____.
Visible observation
interviewer error
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.
constancy of conditions
When subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments, this is called _____.
AC Neilson
Which of the following companies use a television monitoring system for estimating national television audiences?
Telephone Interviews
Which of the following has been considered the mainstay of commercial survey research for years?
Door-to-Door Personal Interviews
Which of the following methods offers the lowest degree of geographic flexibility?
Response Bias
Which of the following occurs when respondents tend to answer questions with a certain slant?
Click-through Rate (CTR)
Which of the following represents the percentage of people who are exposed to an internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website?
Door-to-door personal interview
Which of the following survey research methods is the most expensive?
Population error Systematic error Response error ***Sampling error***
Which type of error arises because of inadequacies of the actual respondents to represent the population of interest?
Observation
_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.
Population Parameter
_____ refers to some true value of a phenomenon within a population.
Response Latency
______ is the amount of time it takes to make a choice between two alternatives and is sued as a measure of the strength of preference.
A researcher who measures the amount of Internet postings that involve a client's company name is measuring _____.
conversation volume
A(n) _____ refers to one of the possible values for each independent variable in an experiment.
experimental condition
____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.
artifacts
free from errors
All of the following are advantages of survey research except
Random Sampling
All of the following are the advantages of Internet surveys EXCEPT _____.
Non-response error
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 a(n)_____.
Experiments are widely used in which type of research designs?
Causal
an Internet Survey
Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?
Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website?
Click-through-rate (CTR)
_____ is the systematic observation and quantitative description of the manifest content of communication.
Content Analysis
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 researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade, this is an example of what type of observation?
Content analysiss
Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____.
Contrived Observation
A researcher manipulating the types of message a subject is exposed to in a Internet banner advertisement believes that a subject's age might show a statistical relationship with the dependent variable, so he includes ages in the statistical analysis. Age is an example of which type of variable?
Covariate
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
Curb Stoning
_____ is a straightforward attempt to observe and record what naturally occurs.
DIRECT Observation
When a respondent tells an interviewer that his annual income last year was $50,000 because he is emarrassed to admit that it was $25,000 this is an example of ....?
Deliberate Falsification
When the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of:
Direct Observation
A control group is one in which an experimental treatment is administered.
FALSE
Arbitron is the research company that estimates national television audiences.
FALSE
The most refined measure of Web site traffic is click-through rate (CTR).
FALSE
Non-contacts occur when people are unwilling to participate in the research.
FALSE * this is Refusals - people who answer but are not willing to participate * or Non-response error
In a phenomenological approach, the researcher does NOT interact with those he or she is observing.
FALSE the researcher DOES interact with those he or she is observing in a phenomenological approach
Observation in which the subject is unaware that observation is taking place is called _____ observation.
Hidden Observation
Which type of effect occurs when a change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable?
History Effect
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 _____.
Interviewer error
Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household?
Random Digit Dialing
People who are unwilling to participate in a research project are referred to as _____.
Refusals
The people who answer survey questions are referred to as _____.
Respondents
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
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 in a(n)___
Scanner Based Consumer Panel
All of the following measure physiological reactions EXCEPT _____.
Scanning Systems
All of the following are types of response bias EXCEPT _____.
Self-selection bias
When subjects in an experiment in which the they were exposed to varying price levels for a product are asked how low they believe the price of the product to be so that the researcher can determine whether or not the subjects perceived "high" and "low" conditions, this is an example of a _____.
manipulation check
The cover letter for a mail survey should include all of the following EXCEPT _____.
names of other potential respondents
Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine. Researchers are examining her brain wave activity as she encounters advertisements in the magazine. What type of phenomenon is being observed with this physiological device?
neurological activities
People who are not contacted or who refuse to cooperate are called _____.
non-respondents
A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer is called
observer bias
Which of the following are possible test units in a marketing research study?
sales territories retail stores people **all of the above**
All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.
scanner measures obtrusive
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.
unobtrusive observation
Which experimental research design involves repeated measures?
within subjects design
In which type of experiment does the research have more complete control over the research setting and extraneous variables?
Laboratory
Which of the following is an advantage of including a questionnaire in an e-mail?
Lower distribution costs than a mail survey Faster speed of distribution Faster turnaround time than a mail survey *All of these choices*
Which of the following survey research methods offers the lowest degree of respondent anonymity?
Mail intercept interview
TRUE * better than door-to-door
Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.
All of the following are experimental design issues EXCEPT _____.
Manipulation of the dependent variable
Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
Monetary incentive
Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.
Non-Sampling errors
Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?
Observation
All of the following are advantages of personal interviews EXCEPT.....?
Opportunity for feedback - ADV. Probing complex answers - ADV. High participation rate - ADV. ***Interviewer influence*** - DIS adv.
If salespeople in a test-market city spend an inordinate amount of time setting up and updating point-of-sale displays in supermarkets, this creates which type of problem?
Over Attention
Which website traffic monitoring metric may be used to track the path or sequence of pages that each visitor follows?
Page Views
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
A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a _____.
Pretest
Can you tell me more about what you mean by that?" is an example of _____.
a Probe
All of the following are ways to increase response rates for mail surveys EXCEPT _____.
always revealing the sponsor of research
Which of the following is concerned with the accuracy with which experimental results can be generalized beyond the experimental subjects?
external validity
A website designer is interested in how people look at a website. He wants to know where they look first when a page comes up. Which mechanical device would be appropriate for finding this out?
eye tracking monitor
Which type of experimental design allows for an investigation of the interaction of two or more independent variables?
factorial experimental designs
Which of the following is a threat to the internal validity of an experiment using a repeated measures design?
instrumentation effect
The two approaches that marketer researchers conduct surveys are referred to as:
interactive & non-interactive
A researcher was observing consumers' facial expressions as they looked over the menu at a restaurant. One consumer forgot her reading glasses, so she was having trouble reading the menu and had to squint her eyes, causing her to look mad. The researcher interpreted this to mean she didn't like what she was seeing on the menu because he didn't know she couldn't see the words. The researcher's misreading the consumer's facial expression as dissatisfaction is an example of
observer bias
Observing the movement of a shopper in a supermarket is an example of what type of observation?
physical actions
Which of the following measures physiological reactions?
pupilometor
Systematic error is divided into which two general categories?
respondent error & administrative error
