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marketing research > Test 3 > Flashcards

Test 3 Flashcards

1
Q

Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

A

True

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2
Q

Interval scales are considered continuous when three or more categories are used.

A

False

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3
Q

A balanced rating scale has a neutral point, or point of indifference, at the center of the scale

A

True

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4
Q

A convenience sample is a type of probability sample.

A

false

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5
Q

Systematic sampling can, under certain conditions, yield a random sample.

A

true

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6
Q

Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3

A

True

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7
Q

A census is any complete group whose members share some common set of characteristics.

A

false

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8
Q

Nonresponse bias causes problems because it means that the sampling units that participated are different from those that did not participate.

A

True

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9
Q

A sampling frame is also called a “working population.”

A

True

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10
Q

Attitudes are considered a function of a person’s beliefs about some activity weighted by their evaluations of those characteristics.

A

true

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11
Q

Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.

A

true

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12
Q

Attitudes are thought to have three components: affective, cognitive, and behavioral.

A

true

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13
Q

The first stage in the selection of a sample is to determine the sampling frame.

A

false

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14
Q

An individual member of a population is a sample.

A

false

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15
Q

Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.

A

True

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16
Q

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

A

False

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17
Q

Both ratio and interval scales both have an absolute zero.

A

false

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18
Q

Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.

A

True

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19
Q

A question covering several issues at once is referred to as a leading question.

A

false

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20
Q

The questionnaire is the primary tool for building responses to research questions.

A

True

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21
Q

The head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba owners, and 4 owners of other brands. Which type of sampling procedure is being used?

A

quota sample

22
Q

Asking respondents to remember something without providing any clues to help them remember is called ____.

A

unaided recall

23
Q

A single element or group of elements that is eligible for selection via the sampling process is called a ____.

A

sampling unit

24
Q

When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?

A

convenience sample

25
Q

Three guidelines below help prevent the most common mistakes in designing questions. Which one is typically NOT used for this purpose?

A

avoid personal questions

26
Q

Which technique uses nonprobability sampling, in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member?

A

judgement sample

27
Q

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

A

funnel technique

28
Q

Compared to open-ended response questions, fixed-alternative questions:

A

require less interview skill

29
Q

____________ involves using some process for selecting a few initial respondents and then uses those respondents to seek out additional respondents.

A

snowball sampling

30
Q

____________ capture different values of a concept.

A

variables

31
Q

Where do you rank academically in your high school graduation class? ___ 1st quarter ___ 2nd quarter ___ 3rd quarter ___ 4th quarter is a(n) _______________ question.

A

loaded

32
Q

Which type of validity addresses the question, “Does my measure correlate with measures of similar concepts or known quantities?”

A

criterion validity

33
Q

“Should Dillard’s keep its excellent department store credit card program? ____ Yes ____ No” is an example of ____.

A

making an assumption

34
Q

Which of the following refers to concepts measured with multiple variables?

A

construct

35
Q

All of the following are disadvantages of open-ended response questions EXCEPT:

A

irrelevancy

36
Q

Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.

A

online panels

37
Q

The question: “Have you ever received a speeding ticket? ____ Yes ____ No,” is followed by a question: “When did you receive that ticket?” if the respondent answers yes to the first question. In this situation, the first question functions as a ____ question.

A

filter

38
Q

“What is your favorite hobby, playing video games, or what?” is an example of what type of question.

A

leading

39
Q

“I hate asparagus” is an example of which component of an attitude toward asparagus?

A

affective

40
Q

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.

A

mutuallt exclusive

41
Q
  1. __________ questions pose a problem and ask respondents to answer in their own words.
A

Open-ended

42
Q

A _________ is an investigation involving measurement of all the individual elements that make up the population - a total enumeration rather than a sample.

A

Census

43
Q

_______ questions provide a clue to jog the respondent’s memory.

A

Aided Recall

44
Q

Order _______ results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favor one response over another.

A

Bias

45
Q

________ sampling refers to sampling by obtaining people or units that are conveniently available.

A

convenience

46
Q

In ________ sampling, a subsample is drawn using simple random sampling within each stratum.

A

stratified

47
Q

_________ is an indicator of a measure’s internal consistency.

A

reliability

48
Q
  1. A Fahrenheit temperature scale is a classic example of ________ scale of measurement.
A

Interval

49
Q

Airport terminals are identified by Terminals A, B, or C. This scale of measurement is called ________

A

nominal

50
Q

_________ is the long-run relative frequency with which an event will occur.

A

probability

marketing research (4 decks)

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