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MarketingResearch2
Marketing Research iClicker
| Question | Answer |
|---|---|
| You send 300 mail surveys to a group. Of these, 175 fill out the survey and mail it back to you. You realize that those who responded were significantly more educated and had higher incomes than the general population. This is an illustration of: | Sampling Error |
| All of the following statements are true about non-sampling errors, EXCEPT: | Such errors can be minimized by increasing the sample size |
| A marketing researcher is interested in examining the cause and effect relationship between advertising and sales increase. Which of the following is the most appropriate to address this research objective? | Experiment |
| Compared to lab experiments, field experiments are characterized by all of the following EXCEPT: | field experiments are more controllable |
| Toyota Corporation is interested in determining the satisfaction of Lexas users. Instead of sampling the entire population of car owners, Toyota samples those who owned a Lexus. Toyota is drawing its sample from a: | Defined target population |
| You are getting ready to survey the defined target population for your study. You get the names of every person who meets the criteria for the population, and put all of the names in a hat. You then draw 25 names. What kind of sampling technique? | Simple random sample |
| Your project group had decided that you will conduct your surveys on campus, each of you will survey the first 30 people who agree to participate in your survey. What type of sampling technique are you using? | Convenience sample |
| During construct development, a researcher is forced to identify measurable subcomponents that can be used as indicators of the object’s subjective properties. The researcher is most likely working with which of the following subjects: | Intelligence |
| Using a scale, researcher determines the brand attitudes for Volvo are positive 6.5. Using the scale for the same population, another researcher finds the brand attitudes for Volvo are negative 2.2. There was some problem with the scale. This problem is: | scale validity |
| What type of scale asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of five-point scale ranging from strongly agree to strongly disagree? | Likert scale |
| An unstructured question is: | a question that is open-ended formatted to allow respondents to reply in their own words. |
| Which of the following questions most closely demonstrates an example of a leading question: | “Should the government impose an additional tax on liquor and deprived people the chance of enjoying alcoholic beverages.” |
| On a survey, a student comes across a question that asks, “To what extent did you find marketing and accounting courses useful?” This question is (most closely) an example of a(n): | leading question |
| “Do you live in a rented apartment? If not, please ignore question 10 and proceed.” This is an example of a: | skip question |
| As a researcher, you should generally frame questions or use qualifying phrases when asking questions, in order to get more reliable and valid data? | FALSE |
| Validity | Was change in dependent variable caused by the independent variable or by something else? |
| Internal Validity | - Causal relationships accurately identified? - Can control for everything - Lab experiments |
| External Validity | - Results of experiment can be generalized to target population - Real world experiments ex. Chocolate experiment |
| Probability Sampling | Each sampling unit has known probability of being included in the sample Simple random sampling Systematic random sampling Stratified random sampling |
| Simple random sampling | every sampling unit in defined target population has known equal chance of being selected |
| Systematic random sampling | list of sample, put in some order, select units according to skip interval |
| Stratified random sampling | divide population into groups, then sample from each group |
| Nonprobability Sampling | - Convenience sampling - Judgment sampling - Quota sampling - Snowball sampling |
| Convenience sampling | relies upon convenience and access |
| Judgment sampling | relies upon belief that participants fit characteristics |
| Quota sampling | emphasizes representation of specific characteristics |
| Snowball sampling | relies upon respondent referrals of others with like characteristics |
| Independent Variables | Values manipulated by researcher |
| Dependent Variables | Measures of effect |
| Types of Scales | Nominal Ordinal Interval Ratio |
| Nominal Scale | - Assignment - assign to a group - Nominal scales focus on only requiring a respondent to provide some type of descriptor as the raw response - Most basic and least powerful scale design |
| Ordinal Scale | - Order - which store do you like better? - Ordinal scales allow the respondent to express “relative magnitude” between the raw responses to a question - More powerful than a nominal scale, enables respondents to rank-ordered |
| Interval Scale | - Distance - rate liking on scale of 1-7 - Interval scales demonstrate the absolute differences between each scale point - Interval scales can measure absolute differences between scale points |
| Ratio Scale | - Origin - number of children - Ratio scales allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses |
| Nominal Scale Examples | Example: Please indicate your current marital status. __Married __ Single __ Single, never married __ Widowed |
| Ordinal Scale Examples | Example: Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMD’s PC processor __ About the same as AMD’s PC processor __ Lower than AMD’s PC processor |
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