Mar4613 - Marketing Research - Test 4

Front 1

The ___________ is the entire group under study as specified by a research project.

Back 1

population

Front 2

A sample is a subset of a group that should:

Back 2

represent the entire group (population)

Front 3

The relationship between sample size and sample accuracy is that as sample size increases:

Back 3

sample error decreases

Front 4

In terms of the relationship between sample size and sample accuracy, we can say:

Back 4

after a sample size of about 500, large gains in sample accuracy are not realized --even with large increases in sample size

Front 5

In terms of the relationship between sample size and sample accuracy we can say:

Back 5

there are large gains to be made in accuracy when you have a small sample size, say 50, and increase it to say, 250

Front 6

The ____________ is the percent of individuals in the sample who qualify to take the survey.

Back 6

incidence rate

Front 7

The “law of large sample size” refers to:

Back 7

confusing the size of the sample with the representativeness of the sample

Front 8

Which of the following are considered probability sampling methods?

Back 8

-simple random
-systematic
-cluster
-stratified

Front 9

Simple random selection of sample members in a manner that guarantees each member of the population has an identical chance of being selected is characteristic of which of the following?

Back 9

simple random

Front 10

Using a list of the members of the population and a skip interval is used in which of the following?

Back 10

systematic

Front 11

Non-probability sampling methods take shortcuts that:

Back 11

-save time, effort, and money
-obliterate the equal-chance guarantee of any probability sampling method

Front 12

Errors that pertain to anything in the research process except sample size are known as:

Back 12

non-sampling errors

Front 13

Which of the following is defined as a failure on the part of the prospective respondent to take part in the survey or to answer specific questions on the questionnaire?

Back 13

nonresponse

Front 14

When a participating respondent reaches a certain point and then decides not to answer any more
questions, this is known as a:

Back 14

break-off

Front 15

Which of the following best describes data coding?

Back 15

identification of code values that pertain to the possible responses for each question on the
questionnaire

Front 16

The generalization process is often referred to as:

Back 16

parameter estimation

Front 17

Suppose we wish to test the hypothesis that an internship program allows its interns to earn $2,750
per semester; let us assume that this hypothesis is, in fact, true. Which of the following best
illustrates the logic of hypothesis testing?

Back 17

from among 100 samples, 95% of them would generate means that fell within + or - 1.96 z
scores

Front 18

Suppose we wish to test the hypothesis that an internship program allows its interns to earn $2,750 per semester; let us assume that this hypothesis is, in fact, true. Which of the following best illustrates the logic of hypothesis testing?

Back 18

from among 100 samples, 1% of them would generate means that fall outside + or - 2.58 z
scores

Front 19

______________ is when potential respondents are alerted that they may fill out a questionnaire that is hosted at a particular Web site.

Back 19

Online panel sampling

Front 20

Selecting a telephone number from the directory and adding a digit, such as a “1” is called:

Back 20

plus-one dialing

Front 21

How can researchers reduce intentional respondent error?

Back 21

-provide incentives
-assure anonymity
-provide confidentiality
-use follow up validation

Front 22

When the interval estimates for two proportions or two means (they come from two groups of
respondents) overlap, what does this signify for interpreting the findings of the study?

Back 22

the data are insufficient to make a clear cut decision

Front 23

Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet-dry,"
"convenient-inconvenient," and so on?

Back 23

semantic differential scale

Front 24

Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end
(+3) and includes a 0 midpoint?

Back 24

staple scale

Front 25

Instead of labels or numbers, using symbols such as smiley faces, dollar signs, or thermometers or
any symbol appropriate to the construct being measured to indicate the intensity of response, is used in which type of scaled-response question formats?

Back 25

graphic rating scale

Front 26

Which of the following functions does a questionnaire serve?

Back 26

-translates research objectives into specific questions
-standardizes specific questions and response categories
-serves as a permanent record of research

Front 27

According to your text, in question development, questions should be:

Back 27

understandable, unambiguous, and unbiased

Front 28

In the question, “What was the most important factor that convinced you it was time to
make this purchase?,” which word is one of the “words to avoid in question development”?

Back 28

most

Front 29

In the question, “Do you always buy electronic products from Dell?,” Which word is one of
the “words to avoid in question development”?

Back 29

always

Front 30

According to the “do’s” of question wording, a question should be:

Back 30

-focused
-grammatically simple
-brief

Front 31

“As a Cadillac owner, you are satisfied with your car, aren’t you?” is an example of a(an) _________ question.

Back 31

leading

Front 32

“Were you satisfied with the food and service?” is an example of a(an) _____________ question.

Back 32

double-barreled

Front 33

The introduction written to accompany a mail survey or online survey is normally referred to as a(n):

Back 33

cover letter

Front 34

________________ occurs when the respondent is assured that neither the respondent’s
name nor any identifying designation will be associated with his or her responses.
___________ means that the respondent’s name is known by the researcher, but not divulged to a third party.

Back 34

Anonymity; Confidentiality

Front 35

"Since most consumers want a car with excellent fuel economy, wouldn't you agree your next car will be a hybrid?" is an example of:

Back 35

a leading question that will produce bias and should not be used by researchers

Front 36

Which of the following is true about the questionnaire development process?

Back 36

you should gain client approval, pretest, and revise as needed

Front 37

In the question, "What was the most important factor that convinced you it was time to make this purchase?," which word is one of the "words to avoid"?

Back 37

most

Front 38

The question, "What type of hotel do you usually stay in when on a trip?" violates which of the "do's" of question wording?

Back 38

focused

Front 39

A survey that does not identify the sponsor's name is referred to as:

Back 39

a disguised survey

Front 40

Questions used to ferret out respondents who do not meet certain qualifications are called:

Back 40

screening

Front 41

"What is the highest level of education you have attained?" is an example of what type of question?

Back 41

classification

Front 42

Assigning numbers for question responses to facilitate data entry after the survey has been conducted is called:

Back 42

precoding

Front 43

Which of the following refers to a dry run of the survey on a small, representative set of respondents to reveal errors in the questionnaire?

Back 43

pretest

Front 44

T/F

The question: "Since our country's Founding Fathers gave us the right to bear arms, aren't you against gun control legislation?" is an example of a loaded question.

Back 44

True

Front 45

Sampling error is caused by:

Back 45

-the method of sample selection
-the size of the sample

Front 46

____________ is some list of all the members of the population.

Back 46

sample frame

Front 47

The accuracy of a sample is often expressed as:

Back 47

a plus-or-minus percentage, such as + or - 5%

Front 48

In terms of the relationship between sample size and sample accuracy, we can say:

Back 48

after a sample size of about 500, large gains in sample accuracy are not realized --even with large increases in sample size

Front 49

In the confidence interval formula for sample size, the p stands for:

Back 49

estimated percentage in the population

Front 50

The use of p=50%, q=50% is a research industry standard at least in part because:

Back 50

-it is the most conservative p-q combination
-it generates the largest sample size
-it is preferred to guessing about variability
-there may be little prior knowledge about the population to be studied

Front 51

The z for a 99% level of confidence is:

Back 51

2.58

Front 52

According to Susie Sangren, President, Clearview Data Strategy, which of the following practical constraints on sample size are researchers likely to encounter?

Back 52

the study's objective

Front 53

Which of the following are considered probability sampling methods?

Back 53

-simple random
-systematic
-cluster
-stratified

Front 54

Selecting a telephone number from the directory and adding a randomly selected digit, such as a "3" is called:

Back 54

plus-one dialing

Front 55

The incidence rate is defined as the percent of individuals who qualify for a survey.

Back 55

True

Front 56

Systematic sampling is a way to select a random sample from a directory or physical list with less effort than a simple random sample.

Back 56

True

Front 57

In cluster sampling, the population is divided into clusters, each of which represents the entire population.

Back 57

True

Front 58

For a population that is not distributed symmetrically across a normal curve, stratified sampling is useful.

Back 58

True

Front 59

The marketing research firm, DSS, summarizes the responses to a question which asks respondents if they are "completely satisfied", "very satisfied", "somewhat satisfied", "not too satisfied", or "not at all satisfied" by reporting:

Back 59

percentages of the sample that fall in the first two categories

Front 60

Fieldworkers who cheat by submitting bogus questionnaires are an example of:

Back 60

intentional fieldworker error

Front 61

Which of the following are data collection errors unique to online surveys?

Back 61

multiple submissions, bogus respondents, misrepresentation of the population

Front 62

A completed interview is:

Back 62

-is a judgment call and will vary with each research project

Front 63

Which of the following best describes data coding?

Back 63

identification of code values that pertain to the possible responses for each question on the questionnaire

Front 64

What is the name of the data analysis software that comes with your book?

Back 64

XL Data Analyst

Front 65

The variable description is:

Back 65

a phrase or sentence that identifies the variable in more detail and refers to the item on the questionnaire

Front 66

Which of the following are functions of data analysis?

Back 66

summarizes, generalizes, compares differences, and relates underlying patterns

Front 67

Which of the following is appropriate when the research objective is generalization?

Back 67

confidence intervals

Front 68

Plus or minus 1.96 standard deviations represent 95% of the area under the normal curve.

Back 68

True

Front 69

What is a questionnaire?

Back 69

is the vehicle used to pose the questions that the researcher wants respondents to answer.

Front 70

What are some words to avoid in question development?

Back 70

All, Always, Any, Anybody, Best, Ever, Every, Most, Never, Worst

Front 71

What is Questionnaire organization?

Back 71

is the sequence of statements and questions that make up the questionnaire.

Front 72

What are the 5 functions of the cover letter?

Back 72

-Identifies the surveyor/sponsor
-Indicates the purpose of the survey
-Explains how the respondent was selected
-Requests for/provides incentive for participation
-Determines if respondent is suitable

Front 73

What are Incentives?

Back 73

are offers to do something for the respondent to increase the probability that the respondent will participate in the survey.

Front 74

What is Anonymity?

Back 74

respondent assured name not identified

-non-monetary incentives

Front 75

What is Confidentiality?

Back 75

respondent’s name is known by the researcher but not divulged to a third party

-non-monetary incentives

Front 76

What are Screening questions?

Back 76

are used to ferret out respondents who do not meet research study qualifications.

Front 77

What is Question flow?

Back 77

pertains to the sequencing of questions or blocks of questions.

Front 78

What is a Pretest?

Back 78

involves conducting a dry run of the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched.

Front 79

What is the population?

Back 79

is the entire group under study as specified by the research project.

Front 80

What is a sample?

Back 80

is a subset of the population that should represent the population.

Front 81

What is a census?

Back 81

-is defined as an accounting of everyone in the population.

-In most cases a census is unobtainable due to time, costs, etc.

Front 82

What is Total Error?

Back 82

Sampling Error + Non-sampling Error

Front 83

What are some Example of Non-sampling error?

Back 83

-Population mis-specification error
-Frame error
-Non-response error
-Questionnaire design error
-Question wording (response) error
-Data coding & entry error

Front 84

What is Sampling error?

Back 84

is any error in a survey that occurs because a sample is used.

Front 85

What is a sample frame?

Back 85

is some master list of all the members of the population.

Front 86

What is Sample frame error?

Back 86

the extent to which the sample frame does not perfectly match the population.

Front 87

How is sample size determined?

Back 87

-All you can afford
-Statistical Model
-Judgment or rule of thumb

Front 88

What is the accuracy of a sample?

Back 88

refers to how close the survey findings are to the true population values.

Front 89

What are the 2 main types of samples?

Back 89

-Random (probability)
-Non-random (non-probability)

Front 90

What are some types of Random (probability) samples?

Back 90

-Simple Random
-Systematic Random
-Cluster
-Stratified

Front 91

What are some types of Non-random (non-probability) samples?

Back 91

-Judgement
-Snowball
-Quota
-Convenience

Front 92

What is the definition of a random sample?

Back 92

is one in which every member of the population has an equal chance, or probability, of being selected into the sample.

Front 93

What is Systematic sampling?

Back 93

is a way to select a simple random sample from a directory or physical list that is much more efficient than simple random sampling.

Front 94

What is stratified sampling?

Back 94

the population is separated into different strata and a sample is taken from each stratum.

-Used when it is anticipated that different groups within the population will answer the research question differently

Front 95

What are Nonsampling errors?

Back 95

are errors in the research process pertaining to anything except the sample size.

Front 96

What are some Data Collection Errors with Online Surveys?

Back 96

-Multiple submissions
-Bogus respondents and responses
-Population misrepresentation

Front 97

What is Nonresponse?

Back 97

is defined as a failure on the part of a prospective respondent to take part in the survey or to fail to answer all questions on the questionnaire.

Front 98

What are the 3 types of Nonresponse?

Back 98

-Refusal
-Break-off
-Item omission

Front 99

What is Refusal?

Back 99

a prospective respondent declines to participate in the survey.

Front 100

What is Break-off?

Back 100

a respondent stops answering somewhere in the middle of the survey.

Front 101

What is Item omission?

Back 101

a respondent does not answer a particular question, but continues to answer following questions.

Front 102

What is Data entry?

Back 102

refers to the creation of a computer file that holds the raw data taken from all of the completed questionnaires.

Front 103

What is Data coding?

Back 103

is defined as the identification of code values that pertain to the possible responses for each question on the questionnaire.

Front 104

What is the data code book?

Back 104

identifies all of the variable names and code numbers associated with each possible response to each variable.

Front 105

What are two objectives of summarizing findings?

Back 105

Describing the typical response (“central tendency”)

How typical are respondents (“variability”)

Front 106

What are the Four Functions of Data Analysis?

Back 106

1) It summarizes the data.

2) It generalizes sample findings to the population.

3) It compares for meaningful differences.

4) It relates underlying patterns.