Marketing Research Final
Terms
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- A question that screens out respondents because they should not answer a subsequent question is called a(n) ______ question.
- filter
- A question that is used to determine which subsequent questions will be asked is called a(n) ______ question.
- pivot
- A space-saving device on an Internet survey that reveals alternatives as they are needed is called a(n) ______ .
- drop-down box.
- In an Internet survey, when a small outlined box appears on the screen to indicate what the respondent should do at that point is called a(n) ______ .
- push button
- When a respondent selects "one-way" as the type of plane flight he is requesting from expedia.com, this is an example of a(n) ______ .
- radio button
- When a box suddenly appears on an Internet screen to tell the respondent what to do next, it is called a(n) ______ box.
- pop-up box
- A small graphic box next to an answer on an Internet survey that the respondent clicks on to choose that answer is called a(n) ______ box.
- check
- "Can you name five brands of athletic shoes?" is an example of what type of question?
- Open-ended
- "What do you like most about shopping at The Galleria?" is an example of what type of question?
- Open-ended
- "Do you own a pager? _____ Yes _____ No" is an example of what type of question?
- Simple dichotomy
- All of the following are examples of fixed-alternative questions:
-
simple dichotomy
semantic differential
constant sum - "Have you flown on a commercial airline in the past six months? Yes No" is an example of what type of question?
- Fixed-alternative
- "Should Freddie's Market keep its excellent fresh meat department?" is an example of what type of question?
- Making assumptions
- "Do you rent or own your place of residence? _____ Rent _____ Own" is an example of a(n) _____ question.
- filter
- Which of the following is a possible communication medium to use for data collection?
-
Phone
Mail
Personal interview - Another name for a judgment sample is a(n) ______ sample.
- purposive
- When respondents recommend other people "who are like them" for a focus group, this is a(n) ______ technique.
- snowball
- Rolling the dice to select a sample is a type of ______ technique.
- simple random
- When two or more sampling techniques are combined, this is called a(n) ______ sample.
- multistage
- When a respondent gives his permission to a Web site to send him surveys, we say that the respondent has:
- opted in.
- When a professor includes all of the students in his course in a study, this is an example of a(n) ______ sample.
- census
- When a researcher uses the membership list of the local Chamber of Commerce to select a sample, the membership list is called the:
- sampling frame.
- When a professor uses the students in his marketing research class for a study, this is an example of a(n) ______ sample.
- convenience
- When a researcher stops students in a college student union for personal interviews, this is an example of a(n) ______ sample.
- convenience
- When a local TV station stops people who are in a shopping mall for an interview, this is an example of a(n) _____ sample.
- convenience
- When a researcher selects a test market city based on his "gut feeling," this is an example of a(n) ______ sample.
- judgment
- When a researcher selects customers who he feels are good ones to use for a sales forecast, this is an example of a(n) ______ sample.
- judgment
- When a researcher instructs mall-intercept interviewers to select a specific number of owners of Ford Explorers, Ford Escorts, and Ford Thunderbirds for a study, this is an example of a(n) ______ sample.
- quota
- When a researcher uses a table of random numbers to select a sample, this is called ______ sampling.
- simple random
- If a researcher wants to select 25 customers from a sampling frame of 125 customers using a systematic sampling technique, the researcher should select every ______ name on the list.
- 125 / 25 = every 5th
- The degree to which an instrument produces the same results when measured over time is called the ______ of the instrument.
- reliability
- When a respondent is asked: "On the average, how many times a month do you go to a local shopping mall?" and is asked to answer as never, sometimes, or very often, this is an example of a(n) ______ scale.
- category
-
What type of scale is the following:
Not Important 1 2 3 4 5 Very Important - numerical
- When an instrument measures what it is supposed to measure, we say that it has:
- validity.
-
What type of scale is the following?
Distribute 10 points among the following in terms of how important each of them is to you in your choice of an airline.
_____ On-time performance _____ Ticket price
_____ Non-stop flights - constant sum
- The ability of an instrument to distinguish the amount of the concept between individuals is known as the _____ of the instrument.
- sensitivity
- When a researcher says: "Measure intention-to-buy in the following manner...", this is an example of a(n):
- operational definition.
- Voting District 213 is an example of a(n) ______ scale.
- nominal
- Coding the amount of education as "Completed high school/Did not complete high school" is an example of a(n) ______ scale.
- nominal
- In a research study, coding a high school diploma as 1 = Yes and 2 = No is an example of a(n) _____ scale.
- nominal
- When respondents rank a list of local movie theaters according to their preference, this is an example of a(n) ______ scale.
- ordinal
-
What type of scale is the following in a respondent's rating of UPS's package delivery performance?
+3
+2
+1
On-time delivery
-1
-2
-3 - Stapel
- When respondents are asked how strongly they agree or disagree with a series of attitude statements toward a brand's image, this is an example of a(n) _____ scale.
- nominal
- A multi-item scale that is used to measure a concept is called:
- an index.
- "Sammy Sosa of the Chicago Cubs baseball team is number 21" is an example of a(n) ______ scale.
- nominal
- The standard format for reporting the relationship between several variables is called a(n):
- correlation matrix.
- The straight-line relationship between two variables if known as the linear ______ .
- bivariate regression.
- A researcher who is trying to predict a dependent variable from several independent variables should use:
- multiple regression.
- What is an ANOVA analysis?
- Analysis involving the investigation of the side effects of 1 treatment variable on an interval-sealed dependent variable; a hypothesis-testing technique to determine whether statistically significant differences on means occur among 3 or more groups.
- What is a t-test analysis?
- A hypothesis-testing technique to determine whether statistically significant differences on means occur among 2 groups.
- Correlation Buzz Words:
- is there any relationship, what is the nature of the relationship, i think there is a relationshhip between
- Regression Buzz Words:
- impact, lead to, cause
- Oneway ANOVA Buzz Words:
- it uses more than 2 variables
- T-test Buzz Words:
- it uses only 2 variables