CBMR MSc18 1st Quiz (Group 1)

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A Marketing Research Brief (MRB) is used to communicate the perceived requirements of a marketing research project to external agencies or within the own company.

A research questions is an unproven statement or proposition about a factor or phenomenon that is of interest to a researcher.

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

The SOR model is also called „The black box model of consumer behavior “.

Values have a strong, but indirect influence on consumers' behavior mediated by attitudes.

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 unstructured, primarily exploratory design based on small samples, intended to provide depth, insight and understanding is called an experiment.

The survey approach is by far the most common method of primary data collection in marketing research, representing around 72 % of all marketing research spendings.

Postal and telephone surveys allow for diversity of questions.

For structured observation, the researcher monitors all aspects of the phenomenon that are relevant to the problem at hand. This reduces the potential for observer bias and enhances the validity of the data.

A variable needs to be either a cause or an effect – it can not act as both in the same causal relationship.

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

Mortality (MO) refers to the loss of participants while the experiment is in progress.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.

A non-forced rating scale is a balanced rating scale with an odd number of categories and a neutral point.

Sensitive topics should be placed at the end of the questionnaire.

In multiple-choice questions, the response alternatives should include the set of all possible choices and should be mutually exclusive.

The usual sample size for a product test is 300-500 participants.

Stratified sampling is a non-probability sampling technique that uses a two-step process to partition the population into subsequent subpopulations, or strata. Elements are selected from each stratum by a random procedure.