A. Using continuous panels, the research topic remains the same, but participants may change; with discontinuous panels, the topic remains the same, but participants don’t change.
B. Using continuous panels, you can’t identify panel participants; with discontinuous panels, you can.
C. Using continuous panels, you can ask different questions on different topics; with discontinuous panels, you can’t.
D. Using continuous panels, you can repeat research procedures using the same variables and participants over time; with discontinuous panels, you can’t.
The type of test market that sells a product through traditional distributors, wholesalers, or retailers is called a _______ test market.
A cross-sectional descriptive study is used when
A. data regarding children’s sleepwear and toys are collected from a discontinuous panel.
B. the reactions of consumers to the launch of a new digital voice recorder are captured only once at the point of sale.
C. information on cell phones is collected from participants in an online continuous panel.
D. HDTV owners are asked to respond to programming preferences over a long period of time.
Voice-pitch analysis is useful when measuring the
A. emotional intensity of a person’s response.
B. electrical response in people.
C. response latency.
D. frequency of response.
When a researcher notices that the answers given by respondents using a five-point Likert scale contain an unusual number in the “strongly disagree” category, the researcher suspects that
A. reverse scaling is used.
B. a summated-ratings scale shouldn’t have been used.
C. response set bias is evident.
D. a semantic-differential scale would have been better to use.
Value and quality perceptions as well as brand image are types of
A. awareness/knowledge descriptors.
C. consumer motivations.
An error that occurs when the wording of a survey question causes respondents to answer in different, unanticipated ways is called a/an
A. validity error.
B. error of measurement.
C. response error.
D. systematic error.
When researching consumer attitudes toward the color of new carpeting, which types of questions should be asked?
Sony might use a disguised questionnaire when the company intends to
A. judge the effectiveness of two different TV commercials.
B. assess the marketing strategies of its competitors.
C. learn more about the demographic characteristics of its customers.
D. study customer reaction to a new camcorder.
When tracking and reporting on the music-listening preferences of teenagers over an extended period of time, a marketing research firm set up large groups of people around the world to collect data. The type of groups would be called _______ panels.
Which type of experiment is chosen when it’s important to capture cause-and-effect data in a carefully controlled environment?
B. Descriptive research
C. Market test
When several versions of a questionnaire are written and used to reduce response order bias, this is called
A. a split-ballot technique.
B. an assumed consequence.
C. dichotomous questioning.
D. an open-ended question.