Marketing Research Exam 2

In which section of the research report should extremely comprehensive or detailed charts be placed? a. appendix b. introduction c. body d. summary

a. appendix

The idea that info involved in a research will not be shared with others is known as: a. confidentiality b. consent c. privacy d. anonymity

a. confidentiality

All of the following can be measured using ratio scales EXCEPT: a. gender b. weight c. income d. temperature

a. gender

_____ is the long-run relative frequency with which an event will occur. a. probability b. estimation c. deviation d. central tendency

a. probability

The _____ is a measure of dispersion. a. range b. proportion c. mean d. mode

a. range

Claire believes she's a moral person, but also believes that it's acceptable to tell a lie in certain situations. Which term best reflects Claire's beliefs? a. relativism b. situationalism c. idealism d. conformism

a. relativism

Which of the following is an indicator of a measure's internal consistency? a. reliability b. sensitivity c. validity d. coefficient beta

a. reliability

If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table. a. 1x2 b. 2x2 c. 2x3 d. normal

b. 2x2

Age, gender, brand loyalty, and corporate culture are all examples of: a. scales b. concepts c. ratios d. codes

b. concepts

When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used? a. judgment b. convenience c. systematic d. snowball

b. convenience

Examining responses to the question "Have you ever purchased a ticket online for an American Airlines flight?" by looking at subgroups based on gender and zip code is an example of: a. a box and whisker plot analysis b. elaboration analysis c. an index number d. interquartile analysis

b. elaboration analysis

All of the following are elements of a research report EXCEPT for the: a. exec summary b. feedback notes c. body d. title page

b. feedback notes

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way, the third variable is called a(n): a. contingency variable b. moderator variable c. outlier variable d. spurious variable

b. moderator variable

Which aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal? a. data collection b. research design c. sample design d. analysis

b. research design

Another term for the sponsoring client in research studies is the: a. respondent b. user c. subject d. researcher

b. user

Suppose the average units produced in a month by a Ford Motor Co. plant for Ford Explorers is 22, but only 18 Explorers are produced on a given day in that same month. Then, the deviation score for this one day is: a. +4 b. +2 c. -4 d. -2

c. -4

Find the mean score of the following set of scores: 2, 5, 7, 4, 8. a. 4.8 b. 26 c. 5.2 d. 7.0

c. 5.2

All of the following are advantages of in-house research EXCEPT: a. cheaper costs b. better internal collaboration c. more objectivity d. quick turnaround

c. more objectivity

In which type of sampling does every element in the population have a known, nonzero probability of selection? a. absolute b. nonprobability c. probability d. relative

c. probability

A researcher puts the name of each person in a sampling frame list on a 3" x 5" card, shuffles the cards thoroughly, and then selects 35 names from the top of the pile of cards for a phone interview study. What type of sampling procedure is being used? a. stratified b. judgment c. simple random d. area

c. simple random

Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution? a. random b. primary c. systematic d. secondary

c. systematic

The researcher examining descriptive statistics for any particular variable is using which type of statistics? a. interval b. nominal c. multivariate d. univariate

d. univariate

Hans is writing a letter to include after the title page of a research report. The purpose of this letter is to release or deliver the report to the recipient rather than provide detailed information of the research findings. What is this letter called? a. letter of authorization b. formality letter c. intro letter d. letter of transmittal

d. letter of transmittal

Carlos is examining the row and columns total in a contingency table. What are these called? a. totals b. subtotals c. running totals d. marginals

d. marginals

Which term refers to the application of principles of conduct to business behavior as related to the exchange environment? a. moral relativism b. moral idealism c. marketing idealism d. marketing ethics

d. marketing ethics

_____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way. a. research b. analysis c. validation d. measurement

d. measurement

_____ definitions translate conceptual definitions into measurement scales. a. assessment b. summation c. matching d. operational

d. operational

Janet has agreed to participate in surveys online. Every few weeks, she is sent an email asking her to participate in an online survey. What did Janet most likely do to become involved in these research studies? a. opted out b. met a quota c. randomized herself d. opted in

d. opted in

In which type of chart do the slices represent a percentage of the whole? a. line b. column c. bar d. pie

d. pie

The orderly arrangement of data in a summary format showing the number of responses to each response category is called: a. frequency b. interpretation c. analysis d. tabulation

d. tabulation