CBMR MSc18 Pre-Quiz No. 1

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A framework or plan which specifies the details of the procedures necessary for obtaining the information needed to structure or solve marketing research problems is called research design.

A cohort refers to the group of participants where the data collection takes place at a similar point of time.

Random sampling error occurs because the particular sample selected is an imperfect representation of the population of interest.

Primary data are data originated by a researcher for the specific purpose of addressing the problem at hand.

Primary quantitative data can be used for exploration, description as well as experimentation.

The survey approach is by far the most common method of primary data collection in marketing research, representing around 85 % of all marketing research spendings.

Compatibility is a big issue for online surveys on mobile devices as it is reported that there are over 1,600 different models of smartphones and new models are brought to market frequently.

CAPI has been classified as an online survey technique because the survey data are stored on a server.

Face-to-face, home and workplace, street and CAPI surveys yield the highest response rates (typically between 60 and 80%).

Especially telephone interviews, traditional as well as CATI, are highly susceptible to interviewer bias.

Observation comprises a wide range of forms which partly allows the communication of the observer with the people being observed, whereas in some observations this is strictly prohibited.

Causality applies when the occurrence of X increases the probability of the occurrence of Y.

Test units are different geographical areas in which researcher assume influencing factors on the dependent variable.

Internal validity refers to whether the cause-and-effect relationships found in the experiment can be generalized.

The average adult is exposed to about 3,500 pieces of advertising information every day.

To perceive a certain stimulus, a consumer usually has to pay attention to it first.

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

Studies found that “heavy multitaskers” have a higher ability to focus and experience less stress.

How we evaluate an object is influenced by the schema we group it in.

Sensory overload means that a person is exposed to more information than he or she is able to process.