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Marketing Research > Exam 2 Study questions > Flashcards

Exam 2 Study questions Flashcards

1
Q

Which of the following is (are) useful in deciding what information will be sought in the development of a questionaire?

  1. Radomized response model
  2. “Dummy tables” used to structure data analysis
  3. The hypothesis
  4. Both 1 and 2 above
  5. Both 2 and 3 above
A

Both 2 and 3 above

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2
Q

“Order Bias” refers to the ________

  1. potential for responses to be affected by the sequence in which the alternatives are presented
  2. tendency of individuals to order their thoughts in a chronological manner.
  3. Desire of individuals to live in an “ordered world”
  4. Tendency of respondents to follow the instrucitons given by an interviewer literally.
  5. Tendency of respondents to complete questions in the order they are presented by an interviewer
A

Potential for responses to be affected by the sequence in which the alternatives are presented.

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3
Q

The question in a restaurant survey, “What is your evaluation of the speed and courtesy of your waitperson?” is an example of a(n):

  1. unambiguous question
  2. branching question
  3. double-barrled question
  4. generalization
  5. redundant quesiton
A

double-barreled question

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4
Q

Which of the follwoing types of primary data can be measured by observation?

  1. Attitudes and opinions
  2. motivations and present behavior
  3. Gender and present behavior
  4. social class and gender
  5. motivations and intentions
A

Gender and present behavior

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5
Q

Which of the following can be measured?

  1. Weight
  2. Height
  3. Attitude
  4. Both 1 and 2
  5. 1,2 and 3
A

1,2 and 3

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6
Q

Which of the following does NOT constitute a behavioral dimension?

  1. How much?
  2. Where?
  3. In what situation?
  4. Who?
  5. Why?
A

Why?

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7
Q

The question “Do you feel government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?”

  1. is leading
  2. contains an implicit alternative
  3. is double-barreled
  4. both 1 and 3
A

both 1 and 3

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8
Q

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the research should focus on measuring:

  1. Motivation
  2. intention
  3. behavioral goals
  4. attitude
  5. personalitiy
A

Attitude

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9
Q

Which of the following is TRUE?

  1. A double-barrled question is one that calls for two responses and thereby creates confusion for the resopondent.
  2. It is extremely important that the first few questions on a questionaire be simple, interesting, and in no way threatening to the respondents.
  3. Opinion questions are typically good openers for a questionaire because people like to feel their opinion is important.
  4. Both 1, and 2
  5. 1, 2 and 3
A

1, 2, and 3

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10
Q

Which of the following statements about nominal scales is TRUE?

  1. The numbers identify the object
  2. the numbers order the objects
  3. the median can be used as the measure of average
  4. the mean can be used as the measure of average
  5. both A and C
A

The numbers identify the objects

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11
Q

Nonresponse is a type of interviewer error.

True

False

A

False

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12
Q

Which type of scale assumes an arbitrary zero point?

  1. Ratio
  2. Median
  3. Interval
  4. Nominal
  5. Ordinal
A

Interval

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13
Q

Intentional attempts to disrupt the results of a test-market being conducted by another firm is called test-market sabotage.

True

False

A

True

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14
Q

A control group is one in which an experimental treatment is administered.

True

False

A

False

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15
Q

Which of the follwing is NOT a demographic or socioeconomic characteristic?

  1. A feeling toward a brand
  2. Marital Status
  3. Social Class
  4. A person’s gender
  5. Income
A

A feeling toward a brand

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16
Q

The people who answer survey questions are called respondents.

True

False

A

True

17
Q

An ordinal scale is the simplest type of measurement scale.

True

False

A

False

18
Q

The most important advantage(s) of secondary data is(are) that:

  1. It is appropriate for many purposes
  2. it is ussually more thoroughly tested and evaluated.
  3. It may invovle additional field and office personnel.
  4. There could be possible cost and time savings.
  5. It provides a welcome rest in the library.
A

there could be possible cost and time savings

Marketing Research (14 decks)

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