Marketing Final Exam

Question e dichotomous response ans d a scaled

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Unformatted text preview: wanted to know consumers’ intentions to start a fitness program for a New Year’s resolution, they used a(n) _____ with five possible answers ranging from “Most Likely” to “Least Likely” and asked that the respondent choose one. a. open-ended question b. action-based question c. sampling frame question d. scaled-response question e. dichotomous response ANS: D A scaled-response question is a closed-ended question designed to measure the intensity of a respondent’s answer. PTS: 1 REF: 145-146 OBJ: 09-3 TOP: AACSB Reflective Thinking KEY: CB&E Model Research MSC: BLOOMS Application 75. _____ research depends on watching what people do. a. Anonymous viewership b. Observation c. Interactive d. Personal scanner e. Survey ANS: B Observation research is a method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 76. When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research. a. focus group b. observation c. experimental d. survey sampling e. sample framing ANS: B Observation research is the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 77. Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers’ homes and watched as people sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. This was an example of _____ research. a. observation b. mall intercept c. visualization d. action-based e. experiment ANS: A Observation research is a method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 78. Stan’s job is to walk the streets of Japan and locate fads. According to Stan, “Japan is advanced. What will happen 10 years from now is already happening in Japan.” What kind of research is Stan conducting? a. Experiment b. Dichotomous c. Observation d. Survey e. Open-ended ANS: C Observation research depends on watching what people do. PTS: 1 REF: 146 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 79. A retailer of sporting goods equipment is interested in learning peoples’ attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT: a. observation studies b. mail questionnaires c....
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This document was uploaded on 09/29/2013.

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