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A contrived observational setting, as compared to a natural setting
a. Usually speeds the data collection process.
b. Has greater external validity.
c. Results in higher cost research.
d. Limits the use of electrical or mechanical equipment.
e. Involves waiting for the phenomenon of interest to occur.
The zero scale value found when measuring marketing variables typically
represents_______________
a. the ordinal nature of the variable.
b. an absolute lack of an attribute.
c. the logical existence of a natural zero point.
d. a point of absolute zero magnitude.
e. a point of indifference to which the value zero is arbitrarily attached.
The goal with cluster sampling is to have clusters that are as homogeneous as possible.
a. True
b. False
Which of the following is FALSE?
a. Sampling control concerns the researcher's ability to direct the inquiry to a designated
respondent and to get the desired cooperation from that respondent.
b. Random digit dialing and "Plus-One" sampling are both attempts at overcoming the
sampling bias of unlisted numbers.
c. The heads of households with unlisted telephone numbers are less likely to be
employed in an unskilled or semi-skilled job than heads of households with listed
telephone numbers.
d. Both a and b.
e. Both a and c.
Refer to Scenario 18.2. What will average sales be equal to when 10 salespeople are
used?
a. $358,000
b. $463.20
c. $358.00
d. $463,200
e. More information is needed to answer this question.
Researchers invite a group of homemakers to a specially designed model home where
they are observed by other researchers posing as homemakers, who record their
conversations with concealed tape recorders. This observation would be characterized
as
a. Highly structured, contrived setting.
b. Unstructured, contrived setting.
c. Unstructured, uncontrived setting.
d. Structured, uncontrived setting.
e. Unstructured, undisguised setting.
Demographically balanced diary panels enable the service provider to
a. Save on the cost of assembling the panel.
b. Use the same panel members for all U.S. markets.
c. Assume that all panel members have the same lifestyle.
d. Generalize panel purchasing data to the population as a whole.
e. Disregard the effects of different ethnic backgrounds on purchase data.
Starch Readership Service collects data that is useful for assessing changes in which of
the following aspects of an ad?
a. Theme
b. Copy
c. Layout
d. Use of color
e. All of the above
Multiple coders are recommended for all of the following reasons EXCEPT:
a. The use of multiple coders can shorten the amount of time it takes to code.
b. Multiple coders can help reduce bias in the interpretation of different responses.
c. Results can easily be compared to ensure agreement among coders.
d. The use of multiple coders makes the coding process less expensive. e. All of the
above are legitimate reasons for using multiple coders.
In a mail survey, 500 questionnaires were sent out but only 200 were returned.
a. This survey has random sampling error.
b. This survey has a response bias.
c. This survey has nonresponse error.
d. This survey suffers from deliberate falsification.
e. None of the above.
