CBMR MSc18 Pre-Quiz No. 2

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Awareness is the degree to which consumers focus on a stimulus within their range of exposure.

In the Maslow hierarchy, prestige, status and accomplishment are satisfied when the customer reaches belongingness.

The SOR model considers controllable and uncontrollable stimuli (input variables) influencing the consumer’s response.

Following the circumplex structure developed by Schwartz, extraversion, freedom and purity are of out of ten basic human values.

In order to choose and apply the best research approach, the nature of the issue under investigation, the context or environment and the nature of the participants needs to be taken into account.

Monetary incentives may cause certain types of panel participants to be attracted, making the group unrepresentative of the population.

Non-response error is defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

An advantage of internal data compared to external data is that internal data is already ready-to-use.

In a survey, a structured questionnaire is administered to a sample of a target population.

Online surveys constitute around 22 % of the worldwide total marketing research spendings ranging from Greece (around 1 %) to Finland (around 33 %).

The biggest drawback of CATI lies in participants’ willingness to be interviewed by telephone. In US-American study (2003), only 16 % of participants called were willing to answer questions.

Changing or adding questions as the need becomes apparent would be almost impossible with a postal survey, possible but difficult with face-to-face or telephone surveys, but achievable in a matter of minutes with some online surveys.

Research has shown that non-monetary premiums and rewards, preliminary notification and follow-up letters have only little or even no impact on the response rates.

Social desirability is the tendency of participants to give answers that may not be accurate but may be desirable from a social standpoint.

The greatest advantage of observational techniques is that electronic devices rather than human beings record the phenomenon under investigation.

The absence of initial evidence of concomitant variation implies that there is no causation.

Internal validity refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables.

It is desirable to have an experimental design that has both internal and external validity, but in applied marketing research we often have to trade one type of validity for another.

Age can be measured on a nominal, ordinal as well as metric scale.

The omnibus survey is a survey which incorporates a range of topics of interest to different clients. The costs for each survey are directly shared between clients in proportion to the number of questions each decides to include.