Exam 2 Flashcards
The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.
True
A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research.
False
Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.
True
Conclusive research should be used when management realizes a problem exists but does not yet understand why
False
Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.
False
Research designed to assist the decision-maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.
False
Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.
True
According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships
False
Exploratory research is typically more formal and structured than conclusive research.
False
The objective of causal research is discovery of ideas and insights.
False
A characteristic of descriptive research is that it is often the front end of total research.
False
Descriptive research is a type of exploratory research that has as its major objective the description of something — usually market characteristics or functions.
False
A cause-and-effect study is a major type of descriptive study.
False
A type of research design involving the one-time collection of information from any given sample of population elements is called longitudinal design.
False
Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.
False
According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.
True
A panel consists of a sample of respondents, generally households that have agreed to provide information over an extended period.
True
Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.
True
According to the text, the main method of causal research is a panel.
False
When little is known about the problem situation, it is desirable to begin with descriptive research.
False
Social media can be appropriate for conducting exploratory and descriptive research but not causal research.
False
Secondary data is data originated by the researcher for the specific purpose of addressing the research problem
False
Primary data represents any data that have already been collected for purposes other than the problem at hand.
False
According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.
True
Compared to the collection cost of primary data, secondary data is more expensive.
False
As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.
True
According to the text, a basic rule of research is to examine secondary data first.
True
The value of secondary data is typically limited by their degree of fit with the current research problem and by concerns regarding data accuracy.
True
The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias
True
Availability is mentioned in the text as a primary criterion for evaluating secondary data.
False
An overall indication of the dependability of the data may be obtained by examining the cost of the source.
False
External data is data that originates outside of the client organization.
True
Accounting records, sales reports, and internal experts are typical sources of internal secondary data.
True
Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
True
CRM databases can be analyzed in terms of a customer’s activity over the life of the business relationship.
True
External sources may be broadly classified as general business/non-government data, government data, or syndicated data
True
A focus group is an example of a general business source of external secondary data
False
A company’s blog, Facebook page, or Twitter account can generate rich internal secondary data.
True
The posts from social media such as blogs or Facebook “fan pages” give an informative account of consumer perception and preference with regard to the problem at hand
True
Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.
True
Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.
False
Interviews with a large number of respondents using a predesigned questionnaire are called observations.
False
Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.
False
Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.
False
An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.
False
Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.
True
Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.
True
Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.
False
“Lifestyles” refer to the distinctive models of living of a society or some of its segments
True
According to the text, surveys are the primary means of obtaining information about consumer’s motives, attitudes, and preferences.
True
Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.
True
Scanner data that provides information on purchases by brand, size, price, and flavor or formulation is called volume-tracking data.
True
The three types of scanner data that are available are scanner panels, volume-tracking data, and scanner panels with cable TV.
True
Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members’; purchases to be linked to their identities.
True
The collection of product movement data for wholesalers and retailers is called a focus group.
False
A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.
True
Syndicated services or sources can be classified based on the unit of measurement.
True
Which statement is NOT true about research design?
Research design is undertaken before developing the approach to the problem.
The ________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.
B) research design
A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.
Exploratory research
________ is research conducted to gain ideas and insight into the problem confronting the management or the researcher.
Exploratory research
Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?
Exploratory research
________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.
Exploratory research
________ research is typically more formal and structured than ________ research.
Conclusive; exploratory
Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?
Conclusive research
Descriptive research is a type of ________ that has as its major objective the description of something — usually market characteristics or functions.
Conclusive research
________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.
Descriptive research
Which of the following is NOT an example of a descriptive research goal?
To determine the cause of a sales decrease
________ assumes that the researcher has prior knowledge about the problem situation.
Descriptive research
Which of the following is NOT a characteristic of descriptive research?
Based on data that is collected using small, nonrepresentative samples
Which of the following is NOT one of the major types of descriptive studies?
Cause-and-effect qualitative studies
A type of research design involving the one-time collection of information from any given sample of population elements is called ________.
cross-sectional design
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.
Longitudinal design
According to the text, a ________ provides a series of pictures, which track the changes that take place over time.
Longitudinal design
A(n) ________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.
Panel
Which of the following is an example of a longitudinal design in a descriptive research project?
A panel that consists of households that provide purchasing information at specified intervals over an extended period
________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.
Causal research
According to the text, the main method of causal research is a(n) ________.
experiment
Which of the following is the best example in which to apply causal research?
to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes
When little is known about the problem situation, it is desirable to begin with ________.
Exploratory research
________ is very versatile and can be used at any point in a study.
Exploratory research
Which of the following is NOT a task a researcher must perform in formulating a research design?
Determine how to make the research design error free
When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________.
one-on-one depth interviews matching respondents and interviewers by gender
Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?
secondary data
According to the text, the collection process of secondary data is ________ compared to the collection process of primary data.
rapid and easy
Compared to the collection cost of primary data, secondary data is ________.
less expensive
Which of the following is not a disadvantage of secondary data?
May be expensive and time consuming
According to the text, a basic rule of research is to ________.
examine secondary data first
Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data?
availability
If the key variables have not been defined or are defined in a manner inconsistent with the researcher’s definition, then the usefulness of the data is limited. This statement refers to the
________ criteria for evaluating secondary data.
nature
An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT the ________.
cost of the source
________ is data that originates outside of the client organization.
External data
________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
Data mining
A ________ is a centralized database that consolidates company-wide data from a variety of operational systems
data warehouse
Psychographics refers to ________.
quantified psychological profiles of individuals
According to the text, ________ is the largest source of secondary data in the United States.
the U.S. government
Which of the following is true about census data?
The data can be geographically categorized at various levels of detail.
Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?
syndicated services
Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________.
language differs across countries
According to the text, what is an ethical responsibility of a research agency?
After a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal.
Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.
syndicated services /sources
________ make their money by collecting data and designing research products that fit the information needs of more than one organization.
Syndicated services
Which of the following are the two types of general surveys?
periodic and panel
Syndicated sources can be classified based on units of measurement, such as ________ and ________.
households/consumer; institutions
________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.
Periodic surveys
Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?
panel surveys
For which of the following types of syndicated services do electronic devices automatically record behavior that supplements a diary?
media panels
Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services?
audits
Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?
audit services
________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.
Psychographics
The distinctive models of living of a society or some of its segments refers to ________.
lifestyles
According to the text, ________ are the primary means of obtaining information about consumers’ motives, attitudes, and preferences.
surveys
Purchase panel respondents like those on NPD’s Online Panel provide detailed information on all of the following EXCEPT ________.
ALL OF THE ABOVE
A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.
media panels
________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.
Scanner data
Scanner data where panel members are identified by an ID card allowing each panel member’s purchases to be stored with respect to the individual shopper are referred to as ________.
scanner panels
Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.
volume-tracking data
Which of the following is a type of scanner data that is currently available?
Scanner panels, volume-tracking data, and scanner panels with cable TV
The collection of product movement data for wholesalers and retailers is called a(n) ________.
Audit
If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.
an audit
________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.
Industrial Firms/Organizations
An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.
single-source data
Information gathered from social media is used to ________.
ALL OF THE ABOVE
Which of the following practices might be unethical?
The use of secondary data alone when the research requires primary data collection, and the unnecessary collection of expensive primary data when the research problem can be
addressed based on secondary sources alone
A and C are correct ^
Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper’s records.
Most consumers are unaware that the supermarkets have all this information on them.
Informed consent is an ethical principle which ________.
Requires researchers to avoid both uninformed and misinformed participation in marketing research projects
Quantitative research is an unstructured, exploratory research methodology based on small samples, which provides insight and understanding of the problem setting.
FALSE
Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.
TRUE
In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.
TRUE
Qualitative research is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.
FALSE
Quantitative research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis.
TRUE
In contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.
FALSE
Whenever a new marketing research problem is addressed, qualitative research must be preceded by appropriate quantitative research.
FALSE
Qualitative research procedures are classified as either direct or indirect.
TRUE
A direct approach 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.
TRUE
The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.
TRUE
A depth interview is conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
FALSE
The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
TRUE
A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.
TRUE
According to the text, the typical focus group costs the client about $4,500.
FALSE
A depth interview is recognized as the most important qualitative research procedure.
FALSE
According to the text, the typical duration of a focus group is less than an hour.
FALSE
A focus group typically consists of eight to twelve participants.
TRUE
Focus groups 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
FALSE
There are fewer people in an online group than in a face-to-face group.
TRUE
Online focus groups take less time to set up and complete (turnaround time) than traditional focus groups.
TRUE
Traditional focus groups are much less expensive to conduct than online focus groups.
FALSE
Depth interviews are described as loosely structured, one-on-one conversations with individuals drawn from the target audience.
TRUE
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 a projective technique.
TRUE
Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.
TRUE
The evaluation technique is a classification of a projective technique used in marketing research.
FALSE
The evaluation technique is a popular form of qualitative research.
FALSE
The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.
TRUE
A projective technique, in which respondents are presented with a list of words, one at a time, is called word association.
TRUE
Completion techniques are a natural extension of association techniques, generating more detail about the individual’s underlying feelings and beliefs
TRUE
A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.
TRUE
The word association technique requires the respondent to construct a response in the form of a story, dialogue, or description.
FALSE
The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
TRUE
Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.
TRUE
A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.
FALSE
In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.
TRUE
In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.
TRUE
Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.
FALSE
Private online communities can play the role of extended focus groups.
TRUE
Participant blogs are one way to conduct focus-group-type research using social media.
TRUE
It is not possible to conduct depth interviews using social media.
FALSE
The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts, motivations, and feelings regarding the issues of concern.
FALSE
GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.
FALSE
Often the amount of information generated while conducting qualitative research in social media can be rather limited.
FALSE
Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.
TRUE
________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.
Qualitative research
Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?
qualitative research
In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.
qualitative research
________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.
Quantitative research
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?
Quantitative research
Which of the following types of research seeks statistical evidence, based on large, representative samples?
Quantitative research
In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action.
qualitative; quantitative
In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.
quantitative; qualitative
Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research.
quantitative; qualitative
Qualitative research procedures are classified as either ________.
direct or indirect
________ 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 direct approach
The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n) ________.
indirect approach
A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
focus group
________ are the most important qualitative research procedure.
Focus groups
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.
focus group
According to the text, the typical focus group costs the client about ________.
$6,000 - 8,000
Which of the following is recognized as the most important qualitative research procedure?
focus group
According to the text, the typical duration of a focus group is ________.
one to three hours
A focus group typically consists of how many participants?
eight to twelve
All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.
choose which participant will be the group leader
Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.
preparing a detailed moderator discussion guide
Which of the following is NOT one of the key qualifications of focus group moderators?
joviality
In focus group reports, which of following is included?
analysis of facial expressions and body language
Disadvantages of focus groups include all of the following EXCEPT ________.
respondents are generally spontaneous
Which of the following is NOT an advantage of using focus groups in marketing research?
Focus groups are easy to moderate.
Which of the following is NOT an advantage of online focus groups?
Costs are equivalent to traditional focus groups.
Which of the following statements is NOT an advantage of online focus groups?
Only people that have and know how to use a computer can participate.
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.
E) A and B
Answer: E
________ 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.
Depth interviews
Which of the following is described as loosely structured conversations with individuals drawn from the target audience?
Depth interviews
Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?
Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.
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 ________.
projective technique
Which of the following is NOT an advantage of depth interviews over traditional focus groups?
cost per respondent
Which of the following is NOT a classification of the projective techniques used in marketing research?
evaluation technique
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?
word association technique
A projective technique in which respondents are presented with a list of words, one at a time, is called ________.
word association
Sentence completion can be extended to ________.
paragraph completion
Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?
picture response technique
________ is a natural extension of word association techniques, generating more detail about the individual’s underlying feelings and beliefs.
Sentence completion techniques
A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.
sentence completion
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 ________
word association
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 ________.
picture response technique
The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
picture response technique
Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques?
Cartoon tests
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?
third person technique
A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.
role playing
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.
TRUE
The most popular primary data-collection method is the structured direct survey.
TRUE
The use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.
TRUE
Observational interviews are recognized as a classification for the various methods of collecting survey data.
FALSE
Survey questionnaires may be administered in four major modes: (1) telephone interviews, (2) personal interviews, (3) mall interviews, and (4) electronic interviews
FALSE
The method of interview that is one of the most popular for collecting survey data is mail interviews.
FALSE
According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.
FALSE
Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
TRUE
The percentage of the total attempted interviews that are completed is referred to as response rate.
TRUE
In-home interviewing permits easy interviewer supervision and control as the interviewers are traveling door-to-door.
FALSE
The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.
FALSE
Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.
FALSE
The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.
TRUE
Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control.
FALSE
The advantages of using mail intercept interviews to collect research data include good control of the environment and good response rates.
TRUE
Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data
false
Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.
TRUE
High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.
TRUE
An advantage of using mall interviews to collect research data is the ability to control the interviewing environment.
FALSE
High interviewer bias is a primary disadvantage of using mail interviews to collect research data.
FALSE
The advantages of using electronic interviewing to collect research data include high speed and low cost.
TRUE
Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.
TRUE
According to the text, despite their value, personal in-home interviews are being replaced by telephone interviews.
FALSE
The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called social desirability.
TRUE
Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.
TRUE
CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
FALSE
In CAPI, interviewer bias is reduced because the computer administers the interview.
TRUE
People are more likely to respond and respond sooner to fax surveys than mail surveys.
TRUE
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called mail panels.
TRUE
Response bias is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
FALSE
Compared to mail surveys, e-mail surveys offer time and cost advantages, especially in large surveys.
TRUE
Promised incentives are incentives that are included with the survey or questionnaire.
FALSE
A prepaid incentive is sent to only those respondents who complete the survey.
FALSE
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called observation.
TRUE
Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs
TRUE
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.
TRUE
Many social media sites today present an excellent platform for allowing researchers the widespread ability to disseminate questionnaires.
TRUE
The collection of survey data through social media sites can be automated, but does not allow the researcher to customize reach to various segments of consumers.
FALSE
A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.
FALSE
Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these constitutes a form of observation known as trace analysis.
TRUE
Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.
TRUE
Sugging is fund-raising under the guise of research.
FALSE
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?
mall-intercept personal interviews
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________.
survey method
According to the text, which of the following types of questions does NOT apply to survey research?
questions regarding observational research
Which of the following is NOT an advantage of using the survey method?
ease of use
Use of a formal questionnaire that presents questions in a prearranged order is called ________.
structured data collection
Which of the following is NOT recognized as a classification for the various methods of collecting survey data?
observational interview
The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________.
Internet interview
Which of the following methods of collecting survey data is the least popular in the United States?
Which of the following methods of collecting survey data is the least popular in the United States?
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)?
The CATI software cannot perform skip patterns.
A list of the disadvantages of telephone interviewing would include which of the following?
(Questioning is restricted to the spoken word, Interviewers cannot use physical stimuli such as visual illustrations or product
demonstrations, Personal rapport and commitment are difficult to establish, Respondents are less tolerant of lengthy interviews)
ALL OF THE ABOVE
________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
Sample control
The percentage of the total attempted interviews that are completed is referred to as ________.
response rate
Which of the following is NOT a category of personal interviewing methods?
mail panel
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.
it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
large quantity of data can be collected
Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?
poor response rate
Which of the following advantages does NOT apply to using in-home interviewing to collect research data?
relatively inexpensive
Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?
poor sample control
Which of the following is NOT an advantage of using mall intercept interviews to collect research data?
low cost
The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________.
poor response rate
Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?
low cost
All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT ________.
poor response rate
Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
good control of environment
The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________.
high interviewer bias
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?
high sample control
All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________.
high interviewer bias
The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.
social desirability
________ is defined as the error due to the interviewer’s failure to follow the correct interviewing procedures.
Interviewer bias
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________.
mail panels
________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
Nonresponse bias
Limitations of e-mail surveys include all of the following EXCEPT ________.
there is inherent self-selection bias
A(n) ________ is sent to only those respondents who complete the survey.
promised incentive
Which of the following types of incentives is included with the survey or questionnaire?
prepaid incentive
Which of the following is NOT a disadvantage of electronic methods of data collection?
low social desirability
Advantages of Internet surveys over e-mail surveys include which of the following?
(Graphs, images, animations, and links to other Web pages may be integrated into or around the survey, It is possible to validate responses as they are entered, Skip patterns can be programmed and performed automatically)
ALL OF THE ABOVE ARE CORRECT
Which of the following is NOT mentioned in the text as a method used to improve response rates?
(prior notification, incentives, follow-up personalization)
ALL OF THESE methods are used to improve response rates.
Which of the survey methods listed below is preferable when using physical stimuli?
A) in-home
B) mall intercept
C) CAPI
E) A, B and C
Answer: E
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________.
observation
________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
Personal observation
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________.
mechanical observation
Which of the following is NOT a relative disadvantage of using personal observation methods?
unsuitable in natural settings
Which of the following is a disadvantage of observational data?
(Attitudes, motivations and values cant be assessed, perceptual differences among observers, Infrequent behaviors are too expensive to record, difficulty in observing behaviors)
ALL OF THE ABOVE
Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.
have a low rate of households with telephones
Which of the following is NOT mentioned as an advantage of social media for conducting surveys?
survey administration is easy to control
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?
inability to field more complex questions
Validity takes place when the occurrence of X increases the probability of the occurrence of Y.
FALSE
Causality refers to when the occurrence of X causes the occurrence of Y.
FALSE
Concomitant variation occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher’s hypothesis
TRUE
The relevant cause/effect relationship is identified when both time, order, and concurrent variation conditions are satisfied.
FALSE
In an after-the-fact examination of a situation, we can confidently rule out all other causal factors.
FALSE
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 an experiment.
TRUE
According to the text, experiments can be described in terms of interdependent variables.
FALSE
Individuals, organizations, or other entities whose response to independent variables or treatments is being studied are called test units.
TRUE
Dependent variables are variables that are manipulated by the researcher and whose effects are measured and compared.
FALSE
Variables that measure the effect of the independent variables on the test units are called dependent variables.
TRUE
Consumers are good examples of dependent variables.
FALSE
Variables, other than the independent variables, that influence the response of the test units are called extraneous variables.
TRUE
According to the text, an experimental group is the group exposed to the manipulated independent variable.
TRUE
The control group 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.
TRUE
With experimental designs, it is possible to control for some of the extraneous variables.
TRUE
External validity refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables
FALSE
Internal validity refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population.
FALSE
Extraneous variables represent alternative explanations of experimental results
TRUE
Randomization is the preferred method for controlling extraneous variables.
TRUE
Designs that do not control for extraneous factors by randomization are called true experimental design.
FALSE
Pre-experimental designs are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups
FALSE
Statistical designs allow for the statistical control and analysis of external variables.
TRUE
A pre-experimental 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 one-shot case study.
TRUE
The random group is a pre-experimental design in which a group of test units is measured before and after exposure to the treatment.
FALSE
The static group 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.
TRUE
True experimental designs include the pretest-posttest control group design and the posttest- only control group design.
TRUE
A static group involves a prior measurement of the test units.
FALSE
An experimental design in which there is randomization and the experimental group is exposed to the treatment but the control group is not and no pretest measure is taken is called the posttest-only control group design.
TRUE
The one-group pretest-posttest design is a design that involves randomization of the test units.
FALSE
A factorial design 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.
TRUE
According to the text, factorial designs are the most common statistical designs.
TRUE
A field environment is an artificial setting for experimentation in which the researcher constructs the desired conditions.
FALSE
Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called demand artifacts.
TRUE
A laboratory environment involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.
FALSE
The internal and external validity of field experiments conducted overseas is generally higher than in the United States
FALSE
All of the experimental designs discussed in the book can be implemented within the context of the virtual world but not the real social world.
FALSE
It is possible to give monetary incentive in the form of Linden dollars in Second Life but nonmonetary incentives cannot be given.
FALSE
In the virtual world, it is more complex but much less costly to manipulate the independent variable and control for mediating variables than it is in the real world.
FALSE
Opinions, tastes, and preferences in virtual worlds are the same as in a real setting.
FALSE
As compared to the field, experimentation in social media offers the advantages of ease of implementation and lower cost.
TRUE
________ implies that the occurrence of X increases the probability of the occurrence of Y.
Causality
Concomitant ________ occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher’s hypothesis.
variation
________ 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.
Concomitant variation
Which of the conditions must be satisfied in order to justify the inference of a possible causal relationship between two variables?
A) (i)
B) (i), (iii), and (iv)
C) (ii) and (iii)
E) (i), (ii), and (iii)
Answer: E
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)
________.
experiment
According to the text, experiments can be described in terms of all of the following EXCEPT ________.
interdependent variables
Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following EXCEPT specifying ________.
plan for data analysis
________ variables are variables that are manipulated by the researcher and whose effects are measured and compared.
Independent
All of the following are good examples of independent variables EXCEPT ________.
sales
Individuals, organizations, or other entities whose responses to independent variables or treatments being studied are called ________.
test units
All of the following are good examples of test units EXCEPT ________.
Price Levels
Variables that measure the effect of the independent variables on the test units are called ________.
dependent variables
All of the following are good examples of dependent variables EXCEPT ________.
Consumers
Variables other than the independent variables that influence the response of the test units are called ________
extraneous variables
According to the text, a(n) ________ is the group exposed to the manipulated independent variable.
experimental group
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.
Control Group
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?
X
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?
R X1 O1
R X2 O2
________ refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables.
Internal validity
________ refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population.
External validity
Which of the following is a way of controlling extraneous variables?
Randomization
Which of the following is NOT one of the broad categories of experimental designs?
concurrent design
Designs that do not control for extraneous factors by randomization are called ________.
Pre-experimental designs
________ are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups.
True experimental designs
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?
pretest-posttest control group design
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
posttest-only control group design
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?
Factorial design
________ allow for the statistical control and analysis of external variables.
Statistical designs
Which of the following is NOT one of the three types of pre-experimental designs?
random group
A pre-experimental 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 ________.
one-shot case study
The ________ is a pre-experimental design in which a group of test units is measured before and after exposure to the treatment.
one-group pretest-posttest design
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.
static group
True experimental designs include the ________ and ________.
pretest-posttest control group design; the posttest-only control group design
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 ________.
posttest-only control group design
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) ________.
one-shot case study
________ allow for the statistical control and analysis of external variables.
Statistical designs
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.
factorial design
A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions.
laboratory environment
Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called ________.
demand artifacts
A ________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.
field environment
Field experiments feature which of the following?
A) realistic environment
B) low control
C) high external validity
E) A, B, and C
Answer: E
Limitations of experiments include which of the following?
(time, cost, administration of an experiment, need for control)
ALL OF THE ABOVE
________ is an application of a controlled experiment done in limited, but carefully selected, test markets.
Test marketing
