chapter 2 marketing questions

Impersonal communications

messages that companies transmit through their marketing departments, advertising or public relations agencies, and spokespersons

An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.

external validity

The "treatment" is also referred to as which of the following?

independent variable

Which type of question does not allow the researcher to perform statistical analysis?

dichotomous

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

cognitive learning

A scale that gives you a different weight every time you step on suffers from poor:

Reliability

What level of measurement would the following question produce?
Please indicate your approximate age by checking the appropriate age category:

___(1) 0 to 18 ___(2) 19 to 34 ___(3) 35 and over

Ordinal

 _______________ reveals the lack of or low correlation among constructs that are supposed to be different.

Discriminant validity

If extraneous factors in an experiment can be identified and measured,

__________ can be used to control these factors.

Randomization

What are factors of humorous appeal?

- Using humor is more appropriate for low-involvement than high-involvement products.

- Humor is more effective in targeting consumers that already have a positive attitude for the product.

- Humor that is relevant to the product is more effective than humor unrelated to the product.

- Humor attracts attention and enhances one's liking of the product advertised.

Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as _______________.

causal research

When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion.

central route

From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________.

consumer learning

Jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the ________.

primacy effect

A screening question is used to:

identify appropriate respondents for the survey. Save patients from having to answer questions unrelated to their care.

If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.

classical conditioning

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called

a fear appeal

In an experiment where the marketer is interested in finding out the impact of shelf position on a product's sales, the shelf position is considered the ( ) variable.

independent

An extension of the theory of reasoned action model is the ________, which adds the construct of perceived behavioral control, which is a consumer's perception of whether the behavior is or is not within his or her control.

theory of planned behavior

Type of research allows the researcher to show causation?

experiment

The measurement process begins with ____________.

Identifying the concept of interest

Ranking questions generally produces ___________ level of measurement.

ordinal

Channels of permit marketers to send addressable, customized messages based on data gathered from tracing consumers' surfing and clicks online to individual consumers or small groups.

Narrowcasting

 In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object.

attitudes

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes.

central; peripheral

While Julia is watching television, she is faced with the clutter of nine successive commercial messages during a program break. The marketer who is running the second ad in the series is unlikely to communicate effectively with Julia because the other eight ads are ________.

psychological noise

According to the ________, attitudes consist of three major components: a cognitive component, an effective component, and a conative component.

tri-component attitude model

________ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object.

Multiattribute attitude models

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

cognitive dissonance theory

There are two different theories on how people learn - the ________ theories and the ________ theories.

behavioral; cognitive

In order to be persuasive, the receivers ________.

must decode the messages the way the senders intended

A marketer uses a ________ when it acknowledges competing products in its marketing communications.

two-sided message

True or False
A yes-no question is an example of a dichotomous question.

True

The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.

generalize; discriminate

Which of the following would not be a good practice regarding question sequencing?

general questions at the end

Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.

three-hit theory

Learning acquired by accident or without much effort is known as ________ learning.

Incidental

 ________ media are the original communications channels that advertisers have used, and include print and broadcast.

Traditional

True or False

Both surveys and experiments can show causation between two variables.

False

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and Twitter account. The type of media he is responsible for is broadly categorized as ________.

new media

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.

stimulus generalization

Characteristics of the Questionaire?

- set of questions designed to generate data for specific objectives

- survey instrument

- a unique control device in the data collection process

- formalized schedule for collecting data

 According to the ________, to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act.

theory of reasoned action model

Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner is which of the following?

Quasi-Experiments

 ____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

Constructs

What level of measurement would the following question produce?

Please indicate the environmental surroundings in which you live using the following choices: (1) urban (2) rural (3) suburban

Nominal

________ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

Conation

HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC's use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.

advertising wearout

____________________ are/can be a source of measurement differences that produces random or systematic error.

- Characteristics of individual respondents

- Situational Factors

- Sampling of items included in the questionnaire

- Short-term personal factors

Research on fear appeal in advertising suggests that a moderate amount of fear is most effective at achieving persuasion. That is, using not enough fear or too much fear in advertising will not be effective. This is an example of what type of relationship that regression might find?

Positive linear

If you are studying the impact of training on salesperson performance as indicated on an exam taken by salespersons at the end of training, salesperson sales would be the ____________ variable, and the salesperson exam score would be the _____________ variable.

Dependent, independent

In a regression equation, sales would typically be the ______________ variable.

Dependent