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Question
The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ______.a. reliability
b. validity
c. sensitivity
d. indexing
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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If salespeople in a test-market city spend an inordinate amount of time setting up and updating point-of-sale displays in supermarkets, this creates which type of problem?
a. overused test-markets
b. media isolation
c. overattention
d. self-contained trading areas
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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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Karen is conducting an experiment examining how different flavors of toothpaste influence subjects' perception of the taste of a juice her company sells. Each subject brushed his or her teeth with one flavor, tasted the juice, indicated how the juice tasted based on several items on a survey, and then ate a cracker. Then the subject brushed his or her teeth with another flavor of toothpaste and tasted the juice, gave their response, and ate a cracker again. They did this with four different flavors of toothpaste. This is an example of which type of experimental design?
a. between-subjects
b. within-subjects
c. minimal-subjects
d. intra-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
b. laboratory experiment
c. field experiment
d. controlled store test
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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
Q:
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
d. counterbalanced experimental design
Q:
If a soft-drink company performs an experiment with a new type of soft drink in which experimental subjects always taste this new product first and then taste a competitor's product second, the study has an error in design termed a(n) _____.
a. history effect
b. maturation effect
c. order of presentation effect
d. guinea pig effect
Q:
Demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect?
a. covariate
b. maturation
c. history
d. demand
Q:
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
Q:
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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The most sophisticated form of data analysis for a nominal scale is the average of the scores.
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All measurement, particularly in the social sciences, contains error.
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When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture, we say that this fact _____ the hypothesis that the two cultures are similar to one another.
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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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The _____ orientation recognizes that multiple parties are affected by firm decisions.
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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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Think of a marketing activity that can be studied through research and develop one hypothesis. Which type of marketing research is most appropriate for testing your hypothesis? Explain.
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Explain the difference between a research project and a research program.
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Compare and contrast exploratory, descriptive, and causal research. Which approach is the best?
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Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ______.