CBMR MSc18 Pre-Quiz No. 3

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The “Organism” part of the SOR model describes the internal processes between the stimuli and the consumers' reaction in which the consumer converts the stimuli into meaningful information.

Activating several senses in advertisings (additional to sight and sound) can help customers to remember the product better.

In “Recognition Tests” the consumer has to identify brand logos as fast as possible.

Motivation drives people mostly to satisfy utilitarian needs, while hedonic motives play a very subordinate role.

Values have a strong, but indirect influence on consumers' behavior medi-ated by attitudes and behavioral intention.

Whereas the interpretation of stimuli may vary between different cultures, the perception of stimuli are absolutely universal.

Experiments have limitations of time, cost and administration. With these limitations meaning that experimental techniques have a relatively low penetration into marketing research practice.

A phenomenon in which participants attempt to guess the purpose of the experiment and respond accordingly, is called social desirability.

Time series design is a quasi-experimental design that involves periodic measurements of the dependent variable for the same group of participants.

Pre-experimental designs, like one-shot case studies or one-group pre-test-post-test experiments, do not control for extraneous factors by randomisation.

Randomisation is the preferred procedure for ensuring the prior equality of experimental groups, but it is only effective when the sample size does not exceed 100 test units.

The various categories of extraneous variables are not mutually exclusive; they can occur jointly and also interact with each other.

The interactive testing effect (IT) is an effect in which a prior measurement affects the test unit response to the independent variable.

An experiment is formed when the researcher manipulates the independent variable and measures their explanatory power, while controlling for the variation of the dependent variable.

Concomitant variation is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration.

In disguised observation, the participants are aware of the observation as it is essential to obtain their approval beforehand, but they do not have any details on the observed behavioral patterns and used measurements.

Quantitative observation techniques are extensively used in descriptive research.

A major problem of mobile surveys is that the marketing researcher is not able to control the data collection environment so there is little or no consistency in the context in which the survey is completed.

Postal and telephone surveys allow for diversity of questions.

For the evaluation criteria ‘Detecting change’, ‘Large amount of data collection’ as well as ‘Accuracy’, a longitudinal design shows relative disadvantages compared with a cross-sectional design.