Final Exam

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University of Texas, San Antonio *

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3341

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Marketing

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Feb 20, 2024

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MKTG 3341 Marketing Research Final Exam Student Name: ______________________________ Please type your answer to each question in the following table: Question Answer 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

1. Dr. Liu participates in a police ride-along program in order to examine the day-to-day activities of police officers. This method of gathering information may best be described as a(n) _____. A. experimental analysis B. survey C. naturalistic observation D. archival study 2. In a systematic observation study, two different people use the same coding system to analyze the same videotape. The level of agreement between the two observers is then determined. Which methodological issue in systematic observation does this activity address? A. Reactivity B. Reliability C. Sampling D. Validity 3. Toby wants to see whether packaging information affects the way people rate breakfast cereal. The same cereal is put in three kinds of packages: a brown box that says "To start your day off with a smile"; a yellow box that says "For extra energy all day"; and a white box that says "Fortified with B complex and iron." In this study, which one of the following is true? A. kind of cereal is confounded with the color of the box. B. package information is confounded with the color of the box. C. package information is confounded with the kind of cereal. D. rating of people is confounded with the package information. 4. What is the difference between quantitative and qualitative methods of describing behavior? A. Qualitative research focuses on people behaving in natural settings, whereas quantitative research focuses on specific behaviors that can be easily counted. B. Quantitative research emphasizes collecting information from a few individuals, whereas qualitative research emphasizes collecting data from higher number of individuals. C. Quantitative research draws conclusions based on interpretations of the investigator, whereas conclusions in qualitative research are based upon statistical analysis of data. D. Quantitative research focuses on people describing their world in their own words, whereas qualitative research focuses on people describing their experiences under experimental conditions. 5. If you ask teenagers to describe the behaviors of their parents that most upsets them, you would be using a(n) _____ approach of data collection. A. archival B. experimental C. qualitative D. quantitative

6. Irene wants to examine the effect of a defendant's appearance on the judgment of guilt for a crime. She has participants read an identical account of the crime except for the defendant's appearance. A group of high school students receive the description of an attractive defendant, while a group of senior citizens receive the description of an unattractive defendant. Both groups are then asked to rate the defendant's guilt on a seven-point scale. A major cause for confusion in Madison's experiment is the _____. A. manipulation of appearance B. measure of guilt C. description of the crime D. age of the participants 7. Kalim wants to study the effectiveness of a new teaching method. He includes two teachers of a class in the experiment. One teacher uses the new method of teaching, and the other teacher uses the old method. At the end of the semester, he finds that students who were taught in the new way had higher grades than students taught in the old way. What is the confounding variable? A. Grades B. Teaching method C. The two teachers D. The class 8. A researcher examines the accounting records of Noren Corporation for the past five years in order to determine why the company filed for bankruptcy. This research method can be regarded as an example of: A. systematic observation. B. concealed observation. C. a field experiment. D. a case study. 9. To study the effect of the type of stimulus on memory recall, Zhong subjects participants to either an auditory or visual presentation of a poem. After the presentation, the participants are asked to answer several questions about the poem. Which type of experimental design has Zhong employed? A. Pretest-posttest B. Pretest only C. One-group posttest D. Posttest only

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10. Ahmed conducts a study to test the effectiveness of a drug. He surveys the clients twice—once at intake and then six months later. He finds that the drug was overall effective, but approximately 55 percent of the original sample stopped using the drug. Therefore, he does not have posttest data for them. In this case, what is likely to be an alternative explanation for the results obtained by Ahmed? A. Maturation B. Mortality C. Statistical regression D. Diffusion of treatment 11. Which of the following is a disadvantage of interviews? A. In most cases, response rates tend to be lower when interviews are used. B. People are more likely to leave questions unanswered in an interview than on a written questionnaire. C. People are more likely to agree to answer a mailed questionnaire than answer questions for a real person. D. The interviewer could subtly bias the respondent's answers by inadvertently showing approval or disapproval of certain answers. 12. Which of the following is an accurate statement about open-ended questions? A. They are less time-consuming to code than closed-ended questions. B. They are cheaper to analyze than closed-ended questions. C. They offer very few response alternatives in comparison to closed-ended questions. D. They are more useful in evaluating people's thoughts than closed-ended questions. 13. Julie, a researcher, analyzed data from the National Science Foundation's (NSF) General Social Survey to examine the relationship between education and job satisfaction. This research approach may be best categorized as _____. A. naturalistic observation B. systematic observation C. survey archive D. content analysis 14. When researchers ask several questions about a topic, a respondent may employ a response set to agree or disagree with all the questions. Such a tendency is referred to as: A. social desirability or undesirability. B. open-ended or closed-ended response. C. negative or positive wording. D. yea-saying or nay-saying.

15. Dr. Michael examines messages displayed on Internet bulletin boards in order to study whether males and females differ in the way they describe themselves when interacting with others. What type of archival research data is Dr. Michael using? A. Statistical records B. Survey archives C. Written records D. Video observation 16. Which of the following is a threat to a researcher’s ability to generalize the results? A. Artificiality of a laboratory B. Use of a field setting C. Use of a probability sample D. Control of extraneous variables E. All of the above 17. Good experimental design requires eliminating possible _____ variables that could result in alternative explanations. A. dependent B. independent C. confounding D. valid 18. An experiment can be assumed to have internal validity if: A. the dependent variable is valid. B. there is a strong manipulation of the independent variable. C. random assignment and experimental control is employed. D. confounding variables are present. 19. A design that has two conditions with the same participants in each condition is a(n) _____ design. A. independent groups B. repeated measures C. posttest-pretest D. random time series 20. _____ occurs when the effects of the independent variable and an uncontrolled variable are intertwined, so one cannot determine which of the variables is responsible for the observed effect. A. Attrition B. Confounding C. Fatigue effect D. Counterbalancing

Final Exam

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