MKTG 203 - Test #2 Review

When a research study is not conducted according to the plan for the research study, what kind of error has occured?

• Randon sampling error
• Systematic error
• Respondent error
• Implementation error

Which survey method is typically the most expensive?

• Door to door interview
• Mall Intercept
• Telephone
• Mail

The tendency for respondents to agree with most questions in a survey is known as ____.

• auspices bias
• interviewer bias
• extremity bias
• acquiescence bias

All of the following can be measured using ratio scales except:

• Marital Status
• Income
• Temperature
• Weight

If you wish to compare 4 brands of TV's on the basis of quality, how many paired comparisons will be necessary?

• 4
• 5
• 6
• 8

Compared to open-ended response questions, fixed-alternative questions:

• require less interviewer skill
• take more time
• are more difficult for the respondent to answer
• take the same amount of time

In questionnaires, screening questions are used to

• prevent unqualified respondents from being included in the study.
• arrange the sequence of questions from general to more specific
• identify difficult and sensitive questions
• eliminate or at least minimize response order bias

Which of the following is true about a semantic differential scale?

• It is a type of nominal scale.
• Only the endpoints of the scale are labeled.
• It cannot capture a person's attitudes or feelings
• It is not possible to calculate the mean for each attribute.

Which of the following is an example of a leading question?

• Are you happy with your life?
• Do you think that plants are affected by solar flares?
• Do you agree with nutritionists when they say that breakfast is important?
• Are you more or less likely to not forget the things you need to do?

When a Humber researcher interviews Humber students sitting on benches around campus, what type of sample is being used?

• cluster sample
• multistage areasample
• systematic sample
• convenience sample