Marketing Research - Exam 2 - Questions

A researcher wants to select a sample of 100 subjects from the below population using Inversely Proportional Stratified Sampling. Group - Population Size Heavy Drinker - 100 Light Drinker - 150 Teetotalers - 350 What should be the sample size for each group? (round to the nearest number). A. Heavy Drinker - 55, Light Drinker - 30, Teetotalers - 15 B. Heavy Drinker - 51, Light Drinker - 34, Teetotalers - 15 C. Heavy Drinker - 48, Light Drinker - 32, Teetotalers - 20 D. Heavy Drinker - 17, Light Drinker - 25, Teetotalers - 58

B

A researcher, involved in a study of the population of Los Angeles, divided the city into city blocks and then drew a random sample of 200 city blocks. All households in the 200 blocks were interviewed. The researcher used A. snowball sampling. B. cluster sampling. C. a simple random sample. D. judgmental sampling.

B

A sampling frame is A. is a form of non-probability sampling B. the list of items to be sampled from C. the list of elements included in the sample D. usually provides biased statistics

B

A thermometer scale is a type of A. semantic differential scale. B. pictorial scale. C. constant sum scale. D. Stapel scale.

B

The disadvantage(s) of self-administered surveys is(are) A. inadequate control over the speed at which respondents mail back their responses B. inadequate control over the extent of understanding of the questions by the respondents. C. the respondent can choose to not answer the questions in the intended order. D. inadequate control over whether the addressee answered the survey, or not. E. all options

E

Some research concerns about the questionnaire as a whole, that should be pretested are: A. flow of the questionnaire B. skip patterns C. length D. respondent interest and attention E. all of the above

E

Open-ended questions are generally easier for a respondent to answer than closed-ended questions, which require more thought. True False

F

The best place for questions on income is at the beginning of a questionnaire. True False

F

The researcher who uses an ordinal scale can compute and interpret a mean score. True False

F

A researcher who is faced with the problem of non-response can attempt to reduce the potential bias of the results by A. all of these. B. replacing each non-respondent with a "matched" member of the sample. C. improving the research design. D. making repeated contacts, or call-backs, with non-respondents. E. estimating the non-response bias.

A

An example of a loaded question is A. Should we raise taxes for the rich in order to get better housing and more schools for the poor? B. What is the approximate value of your car? C. Are you satisfied with the texture and quality of this dress? D. Don't you agree that McKing's garments are the best in the U.S.?

A

Dividing a fixed number of units among product categories to reflect relative preference is using a method called A. constant sum scaling B. interval scaling C. paired comparison scaling D. Thurstone scaling

A

High refusal rates A. are a major source of error, since those who refuse to participate are likely to differ in important respects from respondents. B. are beyond a researcher's control. C. are not a problem in some surveys because those who refuse to participate can be replaced by cooperative respondents. D. are more likely in personal interviewing than in a mail survey. E. none of the above.

A

How can the problem of interviewer errors be minimized? A. proper recruiting, selecting, training, motivation, and control of interviewers B. increasing the sample size C. disguising the purpose of the research project D. switching to an alternative mode of data collection

A

In door-to-door interviewing A. consumers are interviewed in person in their homes. B. business people are interviewed at their offices concerning industrial products or services. C. interviewers randomly approach respondents. D. no interviewer is involved. E. none of the above.

A

Ronny Reagy divides the population of the purchaser of missile X into heavy and light users and then he samples from those groups. This is an example of ___________ sampling. A. stratified B. random C. judgmental D. cluster

A

Stratified sampling may be used when A. natural subgroups are more homogeneous than the population they come from. B. an expert is available to identify a representative population. C. subgroups that are representative of the whole population can be identified. D. the sample is very small.

A

The question of whether the results of an experiment apply to the real world refers to a.) external validity. b.) internal validity. c.) history effects. d.) interaction effects. e.) none of the above.

A

The researcher's choice of an attitude measure scale should be guided by A. all of these. B. budget constraints. C. compatibility between the scale and the structure of a respondent's attitude. D. the adaptability of the scale to the data collection method. E. the specific information that is required to satisfy the research objective.

A

What, if anything, is wrong with the following questions asked from respondents: "What is your approximate income?" ____ $20,000-$39,999 ____ $40,000-$59,999 ____ $60,000-$79,999 A. The list of alternatives is not exhaustive. B. The question is too sensitive. C. The response categories are ambiguous. D. The categories are not mutually exclusive.

A

When dealing with an interval scale such as Fahrenheit temperature, it is correct to say A. the difference between 90 and 30 is three times the difference between 40 and 20 B. 60 is three times as hot as 20 C. both a and b are correct D. none of the above are correct

A

When dealing with an interval scale such as Fahrenheit temperature, it is correct to say a) the difference between 90 and 30 is three times the difference between 40 and 20 b) 60 is three times as hot as 20 c) both a and b are correct d) none of the above are correct

A

Which of the following is more likely to provide evidence of a causal relationship between two variables? a) an experiment b) descriptive research c) exploratory research d) cross-sectional analysis e) non experimental research

A

Which of the following is true of interval scales? A. The numbers used to rank objects represent equal increments of the attribute being measured. B. There is a fixed zero point, where zero denotes the absence of the attribute being measured. C. Arithmetic operations are limited to statistics such as the median or mode. D. There is no necessary relationship between scale categories.

A

Which of the following is true of telephone interviewing? A. It dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. B. It is regularly scheduled, with questions provided by a number of clients. C. It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict response rates. D. It is characterized by flexibility and is preferred when a large amount of information is required. E. None of the options.

A

Which of these household appliances is/are in your kitchen? (Check all that apply.) _____1. refrigerator ____ 4. dryer _____ 2. freezer ____ 5. electric stove _____ 3. washer ____ 6. microwave oven The above question is an example of what type of question? A. Multiple-choice B. Open-ended C. Single-choice D. Rating scale

A

All of the following are sources of interviewer error except A. an interviewer who tailors the language of the questionnaire to fit an individual respondent's social characteristics. B. an interviewer who shares with a respondent basic characteristics, such as age and social class. C. an interviewer in a shopping center who selects a respondent on the basis of appearance. D. an interviewer who establishes rapport with a respondent by agreeing with the respondent's views.

B

Dividing a fixed number of units among product categories to reflect relative preference is using a method called a) paired comparison scaling b) constant sum scaling c) Thurstone scaling d) interval scaling

B

Linda Evans wants to do a study involving the population of Houston. She, therefore, divided the city into homogenous areas at random and drew a sample of 10 areas where she interviewed all households. This is an example of A. stratified sampling B. cluster sampling C. judgmental sampling D. systematic sampling

B

The advantage of probability over non-probability sampling is that the researcher can 1. state how much variation is introduced because a sample is used instead of a census. 2. explicitly identify possible biases. 3. demonstrate the representativeness of a sample. A. 1 B. 1, 2, and 3 C. 2 and 3 D. 3

B

The best way to improve the response rate of mail interviews is to A. use first class mail B. offer an incentive C. use colored questionnaires D. none of the options E. pre-notify people of the survey

B

The following is an example of an ordinal scale. A. classification of respondents by marital status B. ranking brands of frozen vegetables according to quality C. number of buses seen on a given route. D. Fahrenheit temperature scale.

B

The purpose of a pretest is to A. none of the options. B. eliminate the deficiencies in the questionnaire. C. evaluate the various questionnaires and choose the best one. D. condition the respondents to the survey. E. give the company a preliminary report of the survey findings.

B

Which of the following is a survey method in which the environment plays no part in the data collection process? A. Telephone interview B. Self-administered survey C. Personal interview D. All of the above E. None of the above

B

Which of the following is not true about a good questionnaire? A. The choice of data collection method sets limits on the number and type of questions asked. B. The researcher's motivation for asking each question should be clear to the respondents. C. Respondents must be willing and able to answer the questions. D. The questionnaire should collect the information that is needed to satisfy the research objective.

B

A subset problem is characterized by which of the following? A. some overlap of sampling frame and population B. sampling frame is larger than the population C. population is larger than the sampling frame D. none of the options

C

Data on company's actual sales would be scaled as ________ for analysis. A. interval B. ordinal C. ratio D. nominal

C

If a researcher needs to make comparisons of absolute magnitude, a ________ scale must be used. A. semantic differential scale. B. constant sum scale. C. ratio scale. D. pictorial scale.

C

Omnibus Surveys A. dominate the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. B. does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict response rates. C. are scheduled personal interview surveys with questions provided by a number of clients. D. combine both in-store observation and in-store interviewing to assess shopping behavior. E. none of the options.

C

Semantic differential scales can be used 1. to compare the images of competing products. 2. without doing exploratory research to develop the scales. 3. as long as group means do not need to be computed. A. 1 and 3 B. 2 C. 1 D. 3

C

The ideal number of scale categories is A. an odd or even number, but always with a neutral point. B. two or three. C. none of the options. D. more than nine. E. always an even number.

C

The most popular primary data collection method in marketing research is A. experiment. B. observation. C. survey D. focus group. E. none of the above.

C

The question - "Jane Fonda is the best actress I have ever seen strongly agree ---------------------strongly disagree" is an example of a _______________ scale. A. Semantic differential B. Guttman C. Likert D.Thurstone

C

Which of the following is an example of a sampling frame? A. one respondent B. none of the options C. a telephone directory D. the Bayesian approach

C

Which of the following is the most cost-effective probability sampling technique? A. stratified B. systematic C. cluster D. quota

C

Which one of the following is not true of collecting data by telephone? A. a good way to reach executives and other important people B. cost is relatively low C. eliminates interviewer bias D. virtually everyone can be reached

C

A researcher who must collect survey data as inexpensively as possible will probably choose a A. shopping center intercept interview. B. telephone call, followed by a personal survey. C. personal door-to-door interview. D. mail survey. E. telephone interview.

D

All of the following are true about the sequence of questions in a survey except A. the questionnaire should maintain the cooperation of the respondent. B. the questionnaire should flow logically from one topic to the next. C. the interview should not begin with difficult questions. D. sensitive questions should be asked in the beginning before the respondent is tired of the interview. E. the questionnaire should be easy for the interviewer to administer.

D

Itemized category scales may include A. scales in which all of the categories are labeled or only the polar categories are labeled. B. scales in which the respondent is forced to make a choice or is given a neutral point. C. scales in which a judgment comparison is required. D. all of these. E. scales in which the favorable and unfavorable categories are unbalanced.

D

Open-ended questions do not A. allow for unexpected answers. B. give the researcher a respondent's answer verbatim. C. produce a wide range of responses. D. save time when compared to closed-response questions, either in the interview or during tabulation. E. all of these are true of open-ended questions.

D

Selection of every tenth subscriber to the New York Times is an example of A. stratified sampling. B. cluster sampling. C. judgmental sampling. D. systematic sampling.

D

The question - "Do you consider Nestea cool and refreshing?" represents which of the following criteria for a poorly worded question in a soft drink survey? A. objectivity B. relevancy C. non ambiguity D. double-barreled

D

To avoid incompleteness in a questionnaire, the researcher should do all of the following except A. pretest the questionnaire. B. exploratory research. C. examine the results from similar studies. D. include questions that are interesting and that relate only marginally to the research purpose.

D

When a sampling frame is larger than a population but contains all the population study objects, this is termed A. subset problem B. intersection problem C. none of the options D. superset problem

D

Which one of the following is a factor that affects the design of the questionnaire? A. respondent demographics B. method of administering the questionnaire C. the target population D. all of the above

D

___________ are the most costly form of data collection A. Telephone interviews B. Fax surveys C. Mail surveys D. Personal interviews

D

All of the following have been found to influence the response rate in mail surveys except A. monetary incentives. B. providing stamped return envelopes. C. follow-up letters. D. persuasive cover letters. E. personalized mail.

E

In executive interviewing A. consumers are interviewed in person in their homes. B. interviewers randomly approach respondents in the malls. C. none of the options. D. no interviewer is involved. E. business people are interviewed at their offices concerning industrial products or services.

E

In wording survey questions, the researcher should make sure that the language is simple and direct. the questions are directed to those with a college education. there is a leeway for a respondent to find his or her own interpretation of the meaning of a question. there are no leading questions. A. 1 B. 3 C. 4 D. 2 E. 1 and 4

E

On a 20-item Likert scale, where "1" means "strongly unfavorable" and "5" means "strongly favorable," one respondent has a total score of 62 toward Brand Y. A researcher could conclude that A. the respondent has a better-than-average attitude toward Brand Y. B. the respondent has a positive attitude toward Brand Y because his score exceeds 50. C. the respondent has a negative attitude toward Brand Y because his score exceeds 50. D. the respondent's attitude is too hard to determine because his score of 62 is very close to 50. E. none of the options

E

A researcher can never go wrong by "overdefining" the target population. True False

F

Determining the sample size in a stratified sampling plan involves identifying homogeneous subgroups. True False

T

If there is a likelihood of ignorance in the respondents, a "don't know" category is appropriate. True False

T

In general, a "don't know" category should be provided whenever respondents may have insufficient experience to make a meaningful judgment. True False

T