Marketing Research Exam 3
Questions about crucial population characteristics include all of the following EXCEPT for
Is the a population our competitors uses?
All of the following are key points to keep in mind for a self-contained presentation EXCEPT for
avoid including links to any technical appendices that support the work
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
basic experimental design
Data with a(n) ____ distribution are appropriate for division based on the median split.
bimodal
A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____.
census
A researcher for Procter & Gamble selects five states randomly, and then selects 10 supermarket chains within each of these states to call for a phone survey for a test market of a new shampoo. Which type of sampling procedure is being used?
cluster sample
When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____.
define the target population
When a change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable, a(n) ____ effect has occurred.
instrumentation
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____
internal validity
Which graphic aid is useful for showing the relationship of one variable to another?
line chart
In using the t-test to compare the means of two groups, the alternative hypothesis is typically stated as ____.
m1¹m2
The midpoint of a set of numbers is referred to as the _____.
median
What is the most useful distribution in inferential statistics?
standardized normal distribution
In which type of sampling is a subsample drawn using simple random sampling within each stratum?
stratified sampling
If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable, ____ may occur.
systematic error
The contents of a chart should be described in the ____.
title
The researcher examining descriptive statistics for any particular variable is using which type of statistics?
univariate
Which type of statistical analysis tests hypotheses involving only one variable?
univariate statistical analysis
How many degrees of freedom are there in a four-cell chi-square test?
(R - 1)(C - 1)
Consider the regression equation: Y = 98.3 +.35X1 + 22.3X2, the predicted value for Y when X1 = 3 and X2 = 5 is ____.
210.85
________ is a the tips for making a strong oral presentation.
drop your arms to the side when not using them
A variable that has two distinct levels that are coded as either zero or one is called a(n) ____.
dummy variable
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 ____.
elaboration analysis
When students tardiness is used to predict the test performance of students in a regression equation, student tardiness is the ____ variable and test performance is the ____ variable.
independent; dependent
What is another form of the alternative hypothesis when testing the difference between the means of the two groups?
m1-m2¹0
Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution?
systematic sampling error
The most common type of field marketing experiment is _______________
test-market research
A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam. This is an example of a(n) ____.
testing effect
Which element should be used to indicate the contents of the table?
title
Which element of a research report should state the title of the report, for whom the report is prepared, by whom it was prepared, and the date of releases or presentation?
title page
In a test marked study, 206 out of a sample of 560 people state that they "liked" the product being studied. The proportion of people in this study who said that they liked this product was about:
.37
Suppose 60 males are asked if they recognize the brand name, "Focus," and 35 of them correctly identify the product as a model of Ford's product line. The proportion of the sample who recognize this brand name is approximately ____.
.58
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.
2 x 2
When sample size (n) is larger than ____, the t-distribution and Z-distribution are almost identical.
30
___________ involves the basic cross-tabulation within various subgroups of the sample.
elaboration analysis
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) ____.
moderator variable
One of the most common probability distributions in statistics is the _____ distribution.
normal
Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.
online panels
If Northwest Airlines selects randomly a set of 40 flights on a given day, and then selects randomly a group of ten passengers on each of these flights to participate in an in-flight survey, the passengers are best referred to as a ____.
secondary sampling unit
__________ is simple random subsamples that are more or less equal on some characteristic are drawn from within each stratum of the population.
stratified sampling
Suppose that you are using a 9-point rating scale to compare men who have an annual income over $50,000 (Group 1) with men who have an annual income less than or equal to $50,000 (Group 2) with regard to their assessment of a new product. There are forty men in Group 1 and they have a mean of 7 and a standard deviation of 2.5, while the 35 men in Group 2 have a mean of 5 and a standard deviation of 1.4. What is the approximate value of t using the t-test?
4.19
Find the mean score of the following set of scores: 2, 5, 7, 4, 8.
5.2
When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____.
external validity
Research projects involving experimental manipulations that are implemented in a natural environment are called ____
field experiments
Nicole has created a table that summarizes the number of times a particular value of a variable occurs. Nicole has created a ____ distribution.
frequency
When a researcher uses pictures, tables, or charts to clarify complex points or emphasize a message in a research report, he or she is using ____.
graphic aids
All of the following are characteristics of the standardized normal distribution EXCEPT that it ____.
has a mean of 1 and a standard deviation of 0
An estimate of the population mean in the form of a single value, usually the sample mean, is called a ____.
point estimate
A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____
randomization
The use of index numbers requires the ____ level of measurement.
ratio
Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design.
repeated measures
Which aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal?
research design
A written statement of a research study and its results is known as a(n) ____.
research report
The findings of the study should be presented in the ____ section.
results
A telephone directory that lists the people in the phone book by their phone numbers instead of by their last name is a type of ____.
reverse directory
A paired-samples t-test is an appropriate test for comparing the scores of two ____________ drawn from related populations
sample means
