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Question
A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply summing the response to each item making up the composite measure. This composite measure is called a(n) _____.a. derived scale
b. additive scale
c. summated scale
d. primary scale
Answer
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Related questions
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When the researcher unintentionally provides the subjects with hints about what he wants them to say in the study, this is an example of a(n) _____ characteristic.
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Experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____ effect.
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a. overused test-markets
b. media isolation
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Which of the following is a function of time and the naturally occurring events that coincide with growth and experience?
a. history effect
b. testing effect
c. selection effect
d. maturation effect
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a. between-subjects
b. within-subjects
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When an experiment is conducted on the premises of a marketing research organization, this is an example of a _____.
a. static group design
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Which type of experimental design allows for an investigation of the interaction of two or more independent variables?
a. basic experimental designs
b. factorial experimental designs
c. hierarchical experimental designs
d. instrumental experimental designs
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Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
a. primary experimental design
b. basic experimental design
c. factorial experimental design
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a. history effect
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Demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect?
a. covariate
b. maturation
c. history
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Which of the following are possible test units in a marketing research study?
a. people
b. sales territories
c. retail stores
d. all of these choices
Q:
A group of subjects to whom no experimental treatment is administered is called a _____ group.
a. control
b. secondary
c. blocking
d. statistical
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The way an experimental variable is manipulated is referred to as an experimental _____.
a. treatment
b. cell
c. confound
d. dose
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Discuss how businesses analyze marketing performance and the role performance-monitoring research performs in this function.
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Discuss how marketing researchers apply the scientific method when conducting marketing research.
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Interval scales represent the absolute meaning of the numbers on the scale.
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All measurement, particularly in the social sciences, contains error.
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Marketing _____ refer to quantitative ways of monitoring and measuring marketing performance.
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One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future. This is known as ______.
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One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in important types of situations.
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Pilot studies are a formal research method that produce precise results.
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The first stage in the research process is planning a research design.
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Descriptive studies are conducted with a considerable understanding of the situation being studied.
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Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ______.