(Chapter 6 & 7)

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QUESTION 1

Generally speaking, the more people that are surveyed, the less impact ______ error will have on the data

a nonrandom

b random

c systemic

d systematic

QUESTION 2

_______ studies are conducted at a single point in time and thus provide a snapshot of the subject or topic being studied at that particular time

a cross sectional

b cross tabulation

c longitudinal

d pilot

QUESTION 3

Which of the following is not a sampling design error?

a Measurement instrument error

b Population Specification Error

c Sample frame error

d All are sampling design errors

QUESTION 4

Human error is the primary factor in random survey error

True

False

QUESTION 5

When the 40 year old man indicated on his survey that he was 35, he was creating which type of bias?

a interviewer bias

b nonresponse bias

c measurement instrument bias

d response bias

e none of the above

QUESTION 6

______ occurs with the questionnaire itself, such as question wording is confusing

a process error

b interviewer error

c measurement instrument error

d frame error

QUESTION 7

____________ is the outcome variable of the experiment which the researcher measures and is most interested in studying, ie the effect component of the cause-and-effect relationship that is being studied

a interdependent variable

b dependent variable

c independent variable

d extraneous variable

QUESTION 8

_______ are those variables which are manipulated, or changed, in the experiment in order to observe the impact they may have on the dependent variable They are the cause element in the cause-and-effect relationship

a interdependent variable

b dependent variable

c independent variable

d extraneous variable

QUESTION 9

__________ variables are variables that may confound the results of an experiment by offering a competing explanation for any changes noted in the dependent variable

a extraneous

b interdependent

c dependent

d independent

QUESTION 10

"Raising the price of membership of our country club will make it more desirable, and will increase our membership base" is an example of a(n) _______

a objective

b management problem

c hypothesis

d marketing research problem

e none of the above

QUESTION 11

Research that tracks the behavior of subjects over an extended period of time would be classified as

a. Longitudinal

b. Cross-sectional

c. Casual

d. Concomitant variation

e. Long-term focus group study

QUESTION 12

By conducting the same survey on MTA use by separating samples in the Bronx, Manhattan, Brooklyn, Queens and Staten Island would be known as

a A longitudinal survey

b Cross-sectional variation

c Multi-survey study

d Cross-sectional survey

e Casual survey

QUESTION 13

In a causal study of the effect of shelf placement on sales of a brand of cereal, which is the dependent variable?

a where the cereal was placed on the shelf

b sales of the cereal

c concomitant variation of the cereal

d height of the shelf

e none of the above

QUESTION 14

Making the assumption that all men enjoy 'action-packed' movies without examining other factors related to movie watching behavior of men would be classified as

a Concomitant variation

b Temporal sequence

c Falsified hypothesis

d Random error

e Spurious association

QUESTION 15

In analyzing the effects of advertising graphics on the amount of time a consumer stares at an advertisement, the amount of time the consumer stares is the _______

a independent variable

b dependent variable

c spurious variable

d temporal variable

e none of the above

QUESTION 16

In an experiment, which of the following variables would probably not be the dependent variable?

a total sales

b market share

c advertising

d percent increase in market penetration

e All of the above would probably be dependent variables

QUESTION 17

In an experiment where the marketer is interested in finding out the impact of shelf position on a product's sales, the shelf position is considered the __________variable

a correlation

b dependent

c independent

d concomitant

e none of the above

QUESTION 18

_________refers to the degree to which an experiment (or research study) measures what it is supposed to measure

a reliability

b validity

c causality

d acuteness

2 points

QUESTION 19

_________ is the extent to which a particular treatment in an experiment produced the sole effect on the dependent variable

a External validity

b internal validity

c nomological validity

d extraneous

QUESTION 20

__________ refers to the extent the findings of an experiment (or research study) can be generalized to the population as a whole or to the specific population being studied

a external validity

b internal validity

c nomological validity

d extraneous

QUESTION 21

Which of the following has the highest degree of internal validity?

a field experiment

b laboratory experiment

c concomitant experiment

d none of the above

2 points

QUESTION 22

Experimental designs can be divided into three broad groups, including all of the following EXCEPT:

a pre-experimental designs

b post-experimental designs

c true experimental designs

d quasi-experimental designs

QUESTION 23

Given the notation: O1 X O2 , the X represents:

a Treatment

b observation

c stimulus

d maturation

QUESTION 24

Given the notation: O1 X O2 , the 0 represents:

Treatment

Observation

Stimulus

Maturation

QUESTION 25

Error Schematic

Which two labels are missing in the above graphic?

Researcher Error and Systematic error

Random Error and Systematic Error

Non Response and Response Error

Experimental Error and External Error

QUESTION 26

Concomitant

Which of the following graphs demonstrate concomitant variation?

(a)

(b)

(c)

Both (a) and (b)

(a) (b) and (c)

QUESTION 27

Cross Section

The pie charts above are likely the research results of a

longitudinal survey

cross sectional variation

multi-survey study

cross sectional survey

casual survey

QUESTION 28

An experiment was conducted with the following approach:

Two samples were tested with one sample as a control group

A measurement was taken before and after a treatment

Both Sample groups were measured concurrently

Which of the following notations describes the experiment? Assume a true experimental design

O1 X O2, O3 X O4

O X1

X1 O1X2

(R) O1 X 02

(R) O304

(R) 01 X 02

(R) 03 X 04

QUESTION 29

Which of the following measures the effect of the experiment in the previous question?

01

04-01

(02-01)-(04-03)

04-02

X2-X1

QUESTION 30

A researcher who was testing for package design preference for a perfume box implemented the new package design in five randomly selected stores of the eight stores where the perfume is sold. The researcher measured sales of the perfume in all eight stores before and after the new package design was implemented. All eight stores showed an increase in sales at the end of the experiement.

The Experiment design is true-experimental

True

False

QUESTION 31

The experiment proved that the new package design was successful.

True

False

QUESTION 32

A Control Group was used

True

False

1 points (Extra Credit)

QUESTION 33

The experiment revealed the presence of an extraneous factor

True

False