Quiz 4 (Chapters 5,6,7,8)

Question 1

What are some reasons for collecting primary data?

Answer 1

Understand why people do/not do something, how consumers do things, and who the person is from a demographic or lifestyle perspective

Question 2

What are some advantages of survey research?

Answer 2

quick, inexpensive, and accurate when done properly

Question 3

What are the two types of errors that can be encountered in connection with the sampling process?

Answer 3

Random Error and Systematic Error

Question 4

What is an error that results from chance variation?

Answer 4

Random error

Question 5

What is chance variation?

Answer 5

The difference between sample value and true value of the population mean and cannot be eliminated but can be reduced by increasing sample size

Question 6

What is an error that results from problems or flaws in the execution of the resarch design?

Answer 6

Systematic or nonsampling error

Question 7

What are three adiminstrative errors?

Answer 7

Data processing, interviewer error, and interviewer cheating

Question 8

What are two nonsampling errors that can systematically influence survey answers?

Answer 8

sample design error and measurement error

Question 9

What is a problem in sample design or sample procedures?

Answer 9

Sample design error

Question 10

What are three types of sample design error?

Answer 10

Frame, population specific, and selection

Question 11

What is a variation between the true value and the information actually obtained?

Answer 11

measurement error

Question 12

What is executive interviews?

Answer 12

The industrial equivilant of door-to-door interviewing

Question 13

What survey is filled out by respondents who no interviewer present?

Answer 13

Self-administered Questionaires

Question 14

What are some ways to boost mail response rates?

Answer 14

use easily understood questions, postage-paid return envelopes, effective introduciton, use incentives, avoid bulk-rate postage, personlize the letter

Question 15

What are some advantages of online surveys?

Answer 15

Rapid deployment and real time reporting, reduced costs, personalization, high response rates at times, ability to contact hard-to-reach

Question 16

What are some disadvantages of online surveys?

Answer 16

Internet users not always representative, security and privacy issues, unrestricted internet samples, lack of bandwidth

Question 17

What are two critical concepts to access the population?

Answer 17

Incidence rate and cooperation rate

Question 18

What is the difference between incidence and cooperation rate?

Answer 18

Incidence: % people in generation population that fit qualifications to be sampled; cooperation: % of those qualified who agree to complete survey

Question 19

What are some types of online secondary data?

Answer 19

Periodical newspapers and book databases, newsgroups, blogs, claritas,mriplus, nielsen

Question 20

What are some advantages of online focus groups?

Answer 20

Lack of geographic barriers, much lower costs, faster turnaround time, respondents can be geographically separate

Question 21

What are some disadvantages of online focus groups?

Answer 21

Diffuclt to create group dynamics, no nonverbal inputs/limited client involvement, exposure to external stimuli

Question 22

What is an open participation in online enrollment?

Answer 22

Any person with internet access can participate and has lack of control issue

Question 23

Whwat is a closed participation in online enrollment?

Answer 23

Participation is by invitation and can recruit respondents with specific characteristics

Question 24

What is the systematic recording of patterns of behaviors without communicating with the people involved

Answer 24

Observation Research

Question 25

What are three conditions for using observation?

Answer 25

Information must be observable, behavior must be repetitive, and relatively short duration

Question 26

What are four observation situations?

Answer 26

People watching people, people watching things, machines watching people, machines watching things

Question 27

What are six behaviors that can be observed?

Answer 27

Physical action, verbal behavior, expressive behavior, spatial relations/locations, temporal patterns, verbal records

Question 28

What are five approaches to observation Research?

Answer 28

Natural vs contrived situations, open vs disguised observation, structured vs unstructed, human vs machine, direct vs indirect

Question 29

What are some advantages of observation research?

Answer 29

Can see what people actually do, avoids interviewer bias, quick data collection, not depedent on people's recall

Question 30

What are some disadvantages of observation research?

Answer 30

Researcher does not learn motives, can be time-consuming and expensive, observer error

Question 31

What is research to study human behavior in its natural context, involving observation of behavior and physical setting?

Answer 31

Ethnographic Research

Question 32

What is the most common use of mystery shoppers?

Answer 32

Measuring employee training

Question 33

Which human observation is used to observe children at play, users of products, and focus groups?

Answer 33

One Way Mirror Observation

Question 34

What is the examination and verification of the sale of a product?

Answer 34

Audits

Question 35

What are 5 physiological measurements of machine observations?

Answer 35

EEG, GSR (Galvanic skin response), Pupilometer, voice putch analysis, facial action coding service

Question 36

What are 4 opinion and behavior measurement machine observations?

Answer 36

People reader, rapid anaylsis measurement, gps technology, and people meter

Question 37

what are steps and behaviors of consumers on their way to information, entertainment, and purchases

Answer 37

Clickstream data

Question 38

What is a research approach in which independent variable is changed and the effect on another dependent variable is observed called?

Answer 38

Experiement

Question 39

What is the only type of research that has the potential to demonstrate that a change in one variable causes a predictable change in another?

Answer 39

Causal Research

Question 40

What three things must be shown to demonstrate causation?

Answer 40

Concomitant variation, appropriate time order of occurrence, and elimination of other possible causal factors

Question 41

What is the degree to which an experiment measures what is trying to measure?

Answer 41

Validity

Question 42

What is internal validity?

Answer 42

The extent to which competing explanations can be ruled out

Question 43

What is the extent to which causal relationships can be generalized to outside persons, settings, and times

Answer 43

External validity

Question 44

What are some advantages of laboratory experiments?

Answer 44

Ability to control all variables, greater internal validity, lower cost

Question 45

What is a major disadvantage of field experiements?

Answer 45

No control over spurious factors (competition, weather, economy, social trends, political climate)

Question 46

What is experimental treatment?

Answer 46

Factors whose effects are to be measured and compared

Question 47

What kind of variable would you define "mood" as being?

Answer 47

Dependent (Criterion) variable because it is hard to measure

Question 48

What are extraneous variables?

Answer 48

Threats to experimental validity

Question 49

What are some examples of extraneous variables?

Answer 49

History, maturation, instrument variation, selection bias, mortality, testing effect, geinea pig effect, hawthorne effect, regression to the mean

Question 50

What are 4 ways to control extraneous variables?

Answer 50

Randomization, physical control, design control, and statistical control

Question 51

What is a test in which the researcher has control over and manipulates one or more independent variables?

Answer 51

Experimental design

Question 52

What are four factor that experimental design has?

Answer 52

Treatment(independent variable), subjects and groups, dependent variable, and some plan for dealing with extraneous causal factors

Question 53

What are some limitations of experimental research?

Answer 53

High cost of experiments, security issues, implementation problems (cooperation, contamination, lack of control group)

Question 54

What are designs that offer little or no control over extraneous factors?

Answer 54

Pre-experimental designs

Question 55

What do factorial designs allow for?

Answer 55

testing of two or more treatments simultaneously at various levels