Internal validity is the researcher confidence

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Reference no: EM132279574

1. When marketers want to determine consumer preferences within a bundle of product attributes and how consumers value the different attributes, they should use which of the following market-research techniques?

Focus groups

Depth interviewing

Field experiments

Secondary data

Conjoint analysis

2. A technique that indicates visually how customers perceive a firm’s products in relation to those of its competitors when more than just two potentially relevant attributes exist is known as

perceptual mapping

conjoint mapping

conjoint analysis

perceptual analysis

empathetic design

3. True or false: Advances in technology, especially the Internet and social media, have changed not only how marketers ask questions of consumers but also the questions themselves.

True

False

4. True or false: Internal validity is the researcher’s confidence that the results of an experiment can be extended from the laboratory to the real world.

True

False

5. True or false: When conducting any type of research, but especially qualitative research, marketers should keep in mind that the mere act of observing can alter the behavior of the observed subject.

True

False

6. You work for a major retailer and have been asked to develop a study to evaluate the organization of the retailer’s stores and how consumers shop in the stores. Which of the following types of research would be most appropriate for this task?

A survey mailed to known store customers

A direct observation study

Focus groups of store customers

Depth interviews

Conjoint analysis

7. You work for a large department store chain with customers spread across the United States. You want to conduct a survey of the chain’s customers, and you have decided to take a sample of customers and ask them to complete the survey. Which of the following statements about your survey sampling is INCORRECT?

Your sample will query a subset of the total population of interest.

The discipline of statistics will help you determine how large your sample should be.

Nonresponse from many customers selected to be in the sample can lead to survey error.

Customers from two to three store locations near headquarters will be sufficient for your sample.

Sampling is the only practical and cost-effective way to conduct your survey.

Reference no: EM132279574

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