Mar4613 - Marketing Research - Test 3

Front 1

What are we really measuring?

a. properties of objects
b. objects of properties
c. operations
d. definitions

Back 1

a. properties of objects

Front 2

Which of the following is appropriate when there is a need to communicate with respondents to
learn what they are thinking—their opinions, preferences, or planned intentions?

a. observation
b. eye-movement
c. physiological measurement
d. survey

Back 2

d. survey

Front 3

Which of the following is NOT an advantage of computer-administered surveys?

a. ability to develop rapport with the respondent
b. speed
c. error-free interviewing
d. use of pictures, videos and graphics

Back 3

a. ability to develop rapport with the respondent

Front 4

The primary disadvantages of computer-administered surveys are:

a. real-time data capture provides error-prone data
b. since the data is entered directly into the computer, interview evaluation time is limited
c. requires technical skills and there are high set-up costs
d. all of the above

Back 4

c. requires technical skills and there are high set-up costs

Front 5

What type of interview technique could be used if it was not necessary for the researcher to watch
the respondent to ensure correct procedures are followed?

a. telephone interview
b. in-office interview
c. in-home interview
d. mall-intercept interview

Back 5

a. telephone interview

Front 6

What are some of the problems associated with traditional telephone interviews?

a. mistakes in administering the questions
b. insufficient call back for not-at-homes
c. dishonest interviewers
d. all of the above

Back 6

d. all of the above

Front 7

Some of the major advantages of using online surveys are:

a. it is easy to use SPAMBOTS to collect email addresses and this lowers the cost and increases
speed
b. real-time access to data and availability of many respondents by sending out randomly-selected
emails
c. low cost, speed, and sample representativeness
d. fast, easy and inexpensive

Back 7

d. fast, easy and inexpensive

Front 8

T/F

If you use a metric measure, you can calculate an average.

Back 8

True

Front 9

What is an open-ended response question?

Back 9

-is one in which the respondent is instructed to respond in his or her own words.

Front 10

T/F

Open-ended measures are standardized.

Back 10

False

each respondent’s response is unique

Front 11

T/F

It is easy to interpret open-ended responses.

Back 11

False

Front 12

When is Open-Ended Response Questions useful?

Back 12

-Useful when the researcher doesn’t know how the respondent will describe something

-or when the researcher doesn’t know the concepts or terms the consumer will use

-Most useful in exploratory research situations.

Front 13

What are Closed-Ended Measures?

Back 13

-they provide fixed response options for respondents to choose from by circling a number, checking a box, scratching a line, etc.

Front 14

What are the four levels of measurement?

Back 14

-Nominal
-Ordinal
-Interval
-Ratio

These are the four types of scales.

Front 15

Why the Level of Scale is Important?

Back 15

-The scale affects which analyses should or should not be performed.

-The scale affects what may or may not be said about the property being measured.

Front 16

If you wish to calculate an average, you must use a ______ scale.

Back 16

metric

Front 17

If you use a ______ scale, you must summarize the results with a percentage or frequency distribution.

Back 17

categorical

Front 18

What gets measured?

Back 18

-Characteristics
-Internal states
-Intentions
-Behaviors

Front 19

Maritz research has conducted research on the best way to measure customer loyalty. They prefer to measure it using:

Back 19

how many times will you buy this brand?

Front 20

Which of the following formats provides response options to questions on the questionnaire?

Back 20

categorical response format

Front 21

A question that lists several responses (i.e. style, price, comfort, fit, construction, etc.) and asks the respondent to "check all that apply" appears to be a multiple-choice category question, but it is actually:

Back 21

a dual-choice question

Front 22

A question asks the respondent to fill in the blank with his or her age expressed in years. This is an example of:

Back 22

a natural metric response format

Front 23

A synthetic metric format uses:

Back 23

artificial numbers to measure properties

Front 24

Which level of measurement requires the respondent to think in terms of the amounts or levels of the property being measured?

Back 24

metric

Front 25

A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means "very dissatisfied" and 5 means "very satisfied." This is an example of a:

Back 25

synthetic metric scale

Front 26

Wording a question so that it is either categorical or metric is important because:

Back 26

-it affects what analyses may be conducted on the question

-it affects what may be said and not said about the property being measured

Front 27

To summarize findings for metric measures the researcher should:

Back 27

compute an average such as a mean

Front 28

T/F

There are three basic question format options and each has two options.

Back 28

True

Front 29

The example of Western Wats using two modes of collecting data to achieve their research objectives is known as:

Back 29

Mixed, or hybrid, mode data collection

Front 30

Which of the following is a method for collecting survey data?

Back 30

-person-administered surveys
-computer-administered surveys
-self-administered surveys

Front 31

Which of the following is a disadvantage of person-administered surveys?

Back 31

-they are slower than other methods
-they are more expensive
-they are prone to errors
-high cost

Front 32

Interview evaluation refers to:

Back 32

respondents are apprehensive about providing the "correct" answer

Front 33

The primary advantage of mixed mode surveys is that:

Back 33

researchers can take the advantages of different modes to achieve their data collection goals

Front 34

Which two factors justify the high cost of in-home personal interviewing?

Back 34

need for personal contact and in home environment is important

Front 35

One disadvantage of mall-intercept interviewing is:

Back 35

mall shoppers may not be representative of the target market population

Front 36

An advantage of CATI is that it is:

Back 36

it is not possible to enter an "impossible" answer

Front 37

Knowledge Networks has a panel of online respondents who:

Back 37

are representative because their demographic and purchasing profiles match target markets

Front 38

Typically mail surveys attain response rates of:

Back 38

less than 20%

Front 39

T/F

Self-administered surveys eliminate interviewer-evaluation apprehension.

Back 39

True

Front 40

T/F

Traditional telephone interviewing offers opportunities for interviewer cheating.

Back 40

True

Front 41

T/F

A scale which asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

Back 41

True

Front 42

What is Ordinal scale?

Back 42

-the numbers assigned to objects or events represent the rank order (1st, 2nd, 3rd etc.) of the entities assessed

-Example: Results in a horse race

Front 43

What is Interval scale?

Back 43

-Quantitative attributes are all measurable on interval scales, as any difference between the levels of an attribute can be multiplied by any real number to exceed or equal another difference

-Example: Temperature scale Celsius

-In this particular scale, the unit of measurement is 1/100 of the difference between the melting temperature and the boiling temperature of water in atmospheric pressure. The "zero point" on an interval scale is arbitrary; and negative values can be used

Front 44

What is Nominal scale?

Back 44

At the nominal scale, i.e., for a nominal category, one uses labels. For this scale some valid operations are equivalence and set membership. Nominal measures offer names or labels for certain characteristics.

-Example: rocks can be generally categorized as igneous, sedimentary and metamorphic

Front 45

What is ratio scale?

Back 45

has all the properties of an interval variable, and also has a clear definition of 0.0. When the variable equals 0.0, there is none of that variable. Variables like height, weight, enzyme activity are ratio variables. Temperature, expressed in F or C, is not a ratio variable. A temperature of 0.0 on either of those scales does not mean 'no temperature'. However, temperature in degrees Kelvin in a ratio variable, as 0.0 degrees Kelvin really does mean 'no temperature'.