Exam 2

Question 1

What is secondary data?

Answer 1

Data that has been collected by someone else for purposes other than the current research project.

Question 2

What are the three primary objectives for using secondary data?

Answer 2

• Fact-Finding
• Model Building
• Database Marketing

Question 3

What is fact-finding in the context of secondary data?

Answer 3

Using secondary data for background research or to validate claims.

Question 4

What is model building in research?

Answer 4

Using secondary data to construct statistical or conceptual models that explain relationships between variables.

Question 5

What is database marketing?

Answer 5

Using secondary data to segment customers and tailor marketing efforts.

Question 6

What is acquiescence bias?

Answer 6

A bias where respondents tend to agree with statements more frequently than they normally would.

Question 7

What is extremity bias?

Answer 7

A bias where respondents tend to give extreme responses rather than moderating their response.

Question 8

What is interview bias?

Answer 8

A bias caused by the interviewer’s behavior influencing how a respondent answers.

Question 9

What is social desirability bias?

Answer 9

A bias where respondents answer questions to appear favorable to others.

Question 10

What types of information are measured in surveys?

Answer 10

• Attitudes
• Opinions
• Beliefs
• Behaviors
• Demographic characteristics

Question 11

Are surveys quantitative or qualitative?

Answer 11

Surveys can be both quantitative and qualitative.

Question 12

What are quantitative surveys?

Answer 12

Surveys that involve structured questions with predefined answer choices to collect numerical data.

Question 13

What are qualitative surveys?

Answer 13

Surveys that contain open-ended questions allowing detailed, subjective answers.

Question 14

What is direct observation?

Answer 14

Observing participants in a natural setting without manipulation.

Question 15

What is contrived observation?

Answer 15

Observation that takes place in a controlled environment where variables are manipulated.

Question 16

What type of data is collected in scientific observation?

Answer 16

• Qualitative data
• Quantitative data

Question 17

What is the first form of research?

Answer 17

Observation.

Question 18

What are demand characteristics?

Answer 18

Cues in an experiment that suggest to participants what the researcher expects to find.

Question 19

How can demand characteristics be minimized?

Answer 19

• Double-Blind Studies
• Deception
• Neutral and Non-Suggestive Instructions
• Unobtrusive Measures

Question 20

What are independent variables?

Answer 20

Variables that the researcher manipulates or controls in an experiment.

Question 21

What are dependent variables?

Answer 21

Outcome variables that are measured to see if they change due to manipulations of the independent variable.

Question 22

What is the relationship between independent and dependent variables?

Answer 22

The independent variable is manipulated to see if it causes changes in the dependent variable.

Question 23

What are demand characteristics?

Answer 23

Experimental design element or procedure that unintentionally provides subjects with hints about the research hypothesis

Question 24

What is experimental disguise in the context of psychological research?

Answer 24

Experimental disguise refers to methods used to hide the true purpose of a study from participants to prevent bias in their responses.

Question 25

True or False: The demand effect occurs when participants alter their behavior based on their perceptions of what the experimenter expects.

Answer 25

True

Question 26

What is one way to minimize the impact of demand effects in experimental design?

Answer 26

One way to minimize demand effects is to use a double-blind design where neither the participants nor the experimenters know the specific conditions of the study.

Question 27

What is an experiment in the context of marketing research?

Answer 27

An experiment manipulates one or more independent variables while holding constant all other possible independent variables to observe effects on dependent variables.

Question 28

Who are referred to as subjects in experimental research?

Answer 28

Participants in experimental research.

Question 29

What is an experimental condition?

Answer 29

One of the possible levels of an experimental variable manipulation.

Question 30

Define blocking variables in experimental research.

Answer 30

Categorical variables such as a subject’s gender or ethnicity.

Question 31

What is a covariate?

Answer 31

A continuous variable expected to show a statistical relationship with a dependent variable.

Question 32

What does a main effect refer to in an experiment?

Answer 32

The experimental difference in means between the different levels of any single experimental variable.

Question 33

What is an interaction effect?

Answer 33

A change in a dependent variable due to a specific combination of independent variables.

Question 34

How can researchers visually depict experimental results?

Answer 34

With a line graph.

Question 35

What are the four important design elements in experimental designs?

Answer 35

* Manipulation of the independent variable * Selection and measurement of the dependent variable * Selection and assignment of experimental subjects * Control over extraneous variables

Question 36

What is an experimental treatment?

Answer 36

The term referring to the way an experimental variable is manipulated.

Question 37

What distinguishes an experimental group from a control group?

Answer 37

An experimental group receives an experimental treatment, while a control group does not.

Question 38

Why might a researcher analyze more than one experimental group?

Answer 38

To achieve a more precise result.

Question 39

What is a cell in the context of an experiment?

Answer 39

A treatment combination within an experiment.

Question 40

What is the importance of selecting the right dependent variable?

Answer 40

Unless relevant, the experiment will not be useful.

Question 41

What is matching in the selection and assignment of test units?

Answer 41

Assigning subjects so that a particular characteristic is the same in each group.

Question 42

What does the term 'extraneous variables' refer to?

Answer 42

Variables that can confound the results of the experiment.

Question 43

What are demand characteristics?

Answer 43

Elements of an experimental design that unintentionally provide subjects hints about the research hypothesis.

Question 44

What is the placebo effect?

Answer 44

The effect in a dependent variable associated with the psychological impact of knowledge of some treatment being administered.

Question 45

What is the purpose of counterbalancing in experiments?

Answer 45

To eliminate the confounding effects of order of presentation.

Question 46

What distinguishes basic experimental designs from factorial experimental designs?

Answer 46

Basic designs manipulate a single independent variable while factorial designs investigate the interaction of two or more independent variables.

Question 47

What are field experiments?

Answer 47

Research projects involving experimental manipulations implemented in a natural environment.

Question 48

Define internal validity.

Answer 48

Whether the experimental variable is truly responsible for any variance in the dependent variable.

Question 49

What is a history effect in experiments?

Answer 49

A change other than the experimental treatment occurring that affects the dependent variable.

Question 50

What does external validity refer to?

Answer 50

The accuracy with which experimental results can be generalized beyond the experimental subjects.

Question 51

What are the advantages of test marketing?

Answer 51

* Real world setting * Easy communication of results to management

Question 52

What are the disadvantages of test marketing?

Answer 52

* Cost * Time * Loss of secrecy

Question 53

What ethical considerations should researchers keep in mind during experimentation?

Answer 53

Researchers should debrief subjects after the experiment to return them to their normal state.