Question 1

Which of the following is TRUE of qualitative research?
A) It always involves large numbers of subjects.
B) It allows the psychologist to use statistical analyses of the data obtained.
C) It can lead to the development of new hypotheses.
D) All of these

Accepted Answer

Qualitative research often involves smaller sample sizes and does not rely on statistical analyses. However, it is useful for generating new hypotheses and gaining in-depth understanding of complex phenomena.

Question 2

Perhaps the most widely used form of survey research is
A) the face-to-face personal interview.
B) the telephone interview.
C) the mail questionnaire.
D) the fax questionnaire.

Accepted Answer

The telephone interview is the most widely used form of survey research because it is cost-effective, efficient, and allows researchers to quickly reach a large and diverse population. It also allows for probing and clarification of responses. Face-to-face personal interviews can be expensive and time-consuming, mail questionnaires have lower response rates, and fax questionnaires are less commonly used.

Question 3

Online and telephone surveys have which of the following characteristics in common as compared to surveys conducted face-to-face?
A) Online and telephone have higher reliability and validity than surveys conducted face-to-face.
B) Online and telephone are less cost effective than surveys conducted face-to-face.
C) Online and telephone surveys lack identity verification while those administered face-to-face do not.
D) All of these represent characteristics that online and telephone surveys have in common as compared to face-to-face interviews.

Accepted Answer

Online and telephone surveys often lack the ability to verify the identity of the respondent as effectively as face-to-face surveys, where the interviewer can directly confirm who is providing the responses.

Question 4

Engineering psychologists were probably at work in the design of
A) airplane cockpits.
B) computer keyboards.
C) child car seats.
D) All of these

Accepted Answer

Engineering psychologists specialize in studying the interaction between humans and technology, with a focus on improving the design and usability of products, systems, and services. Therefore, they are likely to have been involved in the design of airplane cockpits to ensure that pilots can effectively operate complex controls, computer keyboards to ensure that they are comfortable and efficient to use for long periods, and child car seats to ensure that they are safe and easy for parents to use.

Question 5

The following item appears on a paper-and-pencil questionnaire administered at the mall: Just another facial tissue___/___/__/___/____/___/A very special facial tissue.
The item exemplifies which type of scale?
A) Likert
B) Guttman
C) Osgood semantic differential
D) word association

Accepted Answer

This item exemplifies the Osgood semantic differential scale, which measures people's attitudes or feelings towards a concept by having them rate the concept on a series of bipolar adjectives (in this case, "Just another facial tissue" vs. "A very special facial tissue").

Question 6

Which type of survey research provides the opportunity to collect the largest amount of data in the most economical fashion?
A) the mail survey
B) the telephone survey
C) the personal interview
D) the mall intercept

Accepted Answer

The mail survey allows researchers to reach a large number of respondents across a wide geographic area at a relatively low cost, making it the most economical option for collecting a large amount of data.

Question 7

Which attitude research method involves repeated judgments of a concept against a series of descriptive bipolar adjectives on a 7-point scale?
A) semantic differential
B) multidimensional scaling
C) aggregate scaling
D) word association

Accepted Answer

The semantic differential method involves repeated judgments of a concept against a series of bipolar adjectives on a 7-point scale, making it the best choice for this question. Multidimensional scaling involves mapping the perceptions of consumers towards a product or brand, while aggregate scaling involves combining individual ratings to create an overall score. Word association involves free association of words related to a particular concept. None of these methods specifically involve repeated judgments of a concept against descriptive bipolar adjectives on a 7-point scale.

Question 8

A consumer in an auto parts store is asked to complete a survey with regard to a particular brand of motor oil.The scale used in the survey looks like this: $\begin{array}{ccccc}
\text { Like } & \text { Like Somewhat } & \text { Neutral } & \text { Somewhat Dislike } & \text { Dislike } \
1 & 2 & 3 & 4 & 5
\end{array}$ Which type of scaling method is being used by this researcher?
A) Likert scaling
B) Guttman scaling
C) Osgood Semantic Differential
D) multidimensional scaling

Accepted Answer

The researcher is using Likert scaling as it involves a 5-point scale where respondents indicate their level of agreement or disagreement with a statement. In this case, the statement is regarding the consumer's liking of a particular brand of motor oil. The scale ranges from "Like" to "Dislike" with numerical values ranging from 1 to 5. Likert scaling allows for the measurement of attitudes and opinions on a bipolar continuum.

Question 9

Which theory of attitudes makes a clear distinction between "intentions" and "overt behavior"?
A) traditional
B) Fishbein
C) functional
D) All of these

Accepted Answer

The Fishbein theory of attitudes distinguishes between intentions (what an individual plans or intends to do) and overt behavior (what they actually do). This theory suggests that attitudes can predict behavior only when the individual has the necessary skills and resources to perform the behavior, and when there are no situational constraints that prevent the behavior from occurring. The traditional and functional theories do not make this distinction as clear.

Question 10

A consumer psychologist is working for a drug company that has developed a new contraception device for men.To assess men's attitudes towards this device,which method of data gathering would the psychologist be LEAST likely to employ?
A) mail surveys
B) home visit and family discussion
C) online discussion forum
D) focus group with males in the target age range

Accepted Answer

Home visits and family discussions may be considered invasive and private, which may not be appropriate for a topic like contraception. The other methods are more common and appropriate for gathering data on attitudes towards a new product.

Question 11

A consumer psychologist creates a survey that includes questions that can only be answered yes or no (such as "Do you like the new packaging for Wild Berry Cereal?").The survey this psychologist has developed could BEST be described as a
A) Likert survey.
B) poll.
C) semantic differential survey.
D) word association survey.

Accepted Answer

A survey consisting of questions that can only be answered with a yes or no response is best described as a poll. A Likert survey involves rating statements on a scale, a semantic differential survey involves rating opposing adjectives on a scale, and a word association survey involves providing the first word that comes to mind in response to a given prompt.

Question 12

Which type of survey research is MOST susceptible to non-response?
A) the mail survey
B) the telephone survey
C) the personal interview
D) the mall intercept

Accepted Answer

Mail surveys rely on the recipient to respond, which makes them more susceptible to non-response. Since the respondent is not immediately available to answer questions, they may forget or choose not to respond, leading to a lower response rate. Additionally, there is no opportunity for the researcher to clarify questions or offer assistance if needed, which can further deter responses.

Question 13

Which of the following types of survey holds the greatest potential for immediate feedback?
A) mail
B) face-to-face
C) online
D) telephone

Accepted Answer

Online surveys allow respondents to provide immediate feedback as soon as the survey is completed. Unlike mail surveys, respondents don't have to wait for their responses to be received and processed, and unlike telephone surveys, respondents can take their time to provide more thoughtful and detailed responses. Face-to-face surveys may also provide immediate feedback, but they can be time-consuming and are not as scalable as online surveys.

Question 14

A consumer psychologist must write a report on how young children influence purchase choices of breakfast cereals geared to young children.What method of information-gathering would most probably be BEST to learn about this influence process?
A) a mail survey
B) a telephone interview with both parents and children
C) a mall intercept study
D) behavioral observation in a supermarket cereal aisle

Accepted Answer

Behavioral observation in a supermarket cereal aisle would be the best method to observe in real-time how young children influence the purchase choices of breakfast cereals geared towards them. This method would provide first-hand information about the influence process and allow the consumer psychologist to observe and record the behavior of both children and parents during the purchase decision-making process. Other methods such as a mail survey or telephone interview may provide some insights but may not accurately capture the real behavior and influence process that occurs in the supermarket. A mall intercept study may also capture some of the behavioral aspects but may lack the real-world context and environment that influences purchase decisions in a supermarket environment.

Question 15

The Likert and Guttman scales are examples of which methods of attitude research?
A) aggregate scaling methods
B) multidimensional scaling methods
C) the semantic differential technique
D) disaggregate scaling

Accepted Answer

The Likert and Guttman scales are both examples of aggregate scaling methods, which involve summarizing responses from individuals into an overall score or rating. These scales are commonly used in attitude research to measure the degree of agreement or disagreement with a particular statement or set of statements.

Question 16

One of the significant ways in which the traditional model of attitudes differs from the Fishbein model is that
A) the two models define basic terms such as cognition, affect, and overt behavior differently.
B) the traditional model treats attitudes as being composed of only one component (affect) whereas the Fishbein model conceptualizes attitudes as having three components (cognition, affect, and behavior).
C) the Fishbein model explicitly recognizes that attitudes may have multiple attributes, while the traditional model assumes that attitudes have only one attribute.
D) the traditional model is more culturally universal than the Fishbein model.

Accepted Answer

The answer of One of the significant ways in which...

Question 17

Motivation research includes
A) focus groups.
B) individual interviews.
C) Both focus groups and individual interviews.
D) None of these

Accepted Answer

Motivation research typically involves both focus groups and individual interviews in order to gather in-depth information and insights about consumers' attitudes, needs, and behaviors related to a particular product or service. Using both methods allows for a more comprehensive understanding of consumer motivations and can help inform marketing and product development strategies.

Question 18

Which type of survey would most probably be BEST for obtaining consumers' responses to a product demonstration?
A) the mail survey
B) the telephone survey
C) the mall intercept survey
D) the fax survey

Accepted Answer

The mall intercept survey would be the best choice for obtaining consumers' responses to a product demonstration as it allows for direct observation of the demonstration and immediate feedback from consumers. The other types of surveys listed would not provide the same level of interaction and observation.

Question 19

In consumer assessment,survey research can be accomplished by
A) face-to-face interviews.
B) telephone interviews.
C) mail questionnaires.
D) All of these

Accepted Answer

All of these methods (face-to-face interviews, telephone interviews, and mail questionnaires) can be used for survey research in consumer assessment. The best choice will depend on factors such as the target population, research topic, budget, and time constraints. For example, face-to-face interviews may be more appropriate for sensitive issues or when a visual aid is necessary, while mail questionnaires can save costs but may have a lower response rate. A combination of methods may be the most effective approach to reach a diverse sample and obtain reliable data.

Question 20

"Locate products within the framework of an attribute space based on consumer perceptions of similarities and differences among products." Which approach to scaling is made reference to in this quote?
A) Likert scaling
B) Guttman scaling
C) Multidimensional scaling
D) Aggregate scaling

Accepted Answer

The quote is referring to multidimensional scaling, which is a technique used to visually represent and map similarities and differences among products based on consumer perceptions of attributes. Likert scaling and Guttman scaling are both types of rating scales, while aggregate scaling refers to combining multiple items into a single measure. None of these approaches is specifically designed to locate products within an attribute space based on consumer perceptions.

Quiz 15: Assessment,Careers,and Business

Which of the following is TRUE of qualitative research?

Perhaps the most widely used form of survey research is

Online and telephone surveys have which of the following characteristics in common as compared to surveys conducted face-to-face?

Engineering psychologists were probably at work in the design of

The following item appears on a paper-and-pencil questionnaire administered at the mall: Just another facial tissue_/_//_/__/_/A very special facial tissue. The item exemplifies which type of scale?

Which type of survey research provides the opportunity to collect the largest amount of data in the most economical fashion?

Which attitude research method involves repeated judgments of a concept against a series of descriptive bipolar adjectives on a 7-point scale?

Which theory of attitudes makes a clear distinction between "intentions" and "overt behavior"?

A consumer psychologist is working for a drug company that has developed a new contraception device for men.To assess men's attitudes towards this device,which method of data gathering would the psychologist be LEAST likely to employ?

A consumer psychologist creates a survey that includes questions that can only be answered yes or no (such as "Do you like the new packaging for Wild Berry Cereal?") .The survey this psychologist has developed could BEST be described as a

Which type of survey research is MOST susceptible to non-response?

Which of the following types of survey holds the greatest potential for immediate feedback?

A consumer psychologist must write a report on how young children influence purchase choices of breakfast cereals geared to young children.What method of information-gathering would most probably be BEST to learn about this influence process?

The Likert and Guttman scales are examples of which methods of attitude research?

One of the significant ways in which the traditional model of attitudes differs from the Fishbein model is that

Motivation research includes

Which type of survey would most probably be BEST for obtaining consumers' responses to a product demonstration?

In consumer assessment,survey research can be accomplished by

"Locate products within the framework of an attribute space based on consumer perceptions of similarities and differences among products." Which approach to scaling is made reference to in this quote?