Marketing research Test One Chapter 3

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain. A. dependent variable B. independent variable C. positive relationship D. negative relationship E. null hypothesis

A

Which of the following situations treats "deal proneness" as a dependent variable in a relationship? A. Deal proneness is predicted by a person's household income. B. Deal proneness results in greater price sensitivity. C. Deal proneness predicts the time spent by a person shopping. D. Deal proneness does not depend on a person's age.

A

____ is the value of a variable that is estimated from a sample. A. sample statistic B. parameter statistic C. alternative statistic D. sample parameter E. alternative parameter

A

_____ data is market research data that is collected, packaged, and sold to many different firms. A. syndicated B. noncommercial C. open source D. government E. standardized

A

_____ is a comprehensive examination of available information that is related to a research topic. A. a literature review B. a conjoint analysis C. a situation analysis D. concept testing E. cluster sampling

A

`A _____ is an observable item that is used as a measure on a questionnaire. A. variable B. construct C. quota D. hypothesis E. parameter

A

Which of the following statements is true about consumer panels? A. They provide accurate and specific reporting of socially sensitive expenditures. B. They are more expensive than primary data collection methods. C. They provide information that is limited to the data collected at the point of purchase. D. They only provide information about the intentions or propensities to purchase. E. They are the most readily available sources of secondary data.

A.

A parameter is defined as the _____. A. true value of a null hypothesis B. true value of a variable C. estimate of an alternative hypothesis D. estimate of a sample statistic E. estimated value of a construct

B

A(n) _____ is an unobservable concept that is measured by a group of related variables. A. quota B. construct C. alternative hypothesis D. parameter E. null hypotese

B

Evaluating secondary data based on the purpose criterion involves _____. A. ensuring accuracy of the secondary data B. ensuring the data is consistent with the research objectives at hand C. seeking multiple sources of the same data to assure consistency D. finding flaws in the methodological procedures used in collecting the data E. determining the underlying motivation or hidden agenda, if any, of the organization that collected the secondary data

B

____ are sources of external secondary data. A. customer letters B. US census reports C. accounts receivable reports D. warranty cards E. sales invoices

B

_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time. A. netnographers B. consumer panels C. focus groups D. ethnographers E. mystery shoppers

B

A conceptual model becomes a theoretical model when: A. a full-scale study is likely to cost more than an exploratory study. B. a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest. C. a literature review or an exploratory research is sufficient to support the model's pictured relationships between variables. D. the dependent variables identified in the model are constructs. E. the independent variables identified in the model are constructs.

C

A(n) _____ hypothesis states that there is a relationship between two variables. A. null B. test C. alternative D. default E. limited

C

In the context of developing a conceptual model, constructs are always measured by one or more _____. A. quota sheets B. consumer panels C. indicator variables D. focus groups E. convenience samples

C

The major reason for using government documents as secondary data sources is that they _____. A. are easily available in all marketing blogs B. provide predefined categories of variables that always meet user requirements C. are detailed, complete, and consistent D. provide the most up-to-date information E. are available for a wide range of topics

C

Which of the following hypotheses is always tested by statisticians and market researchers? A. test hypothesis B. alternative hypothesis C. null hypothesis D. theoretical hypothesis E. rejection hypothesis

C

While evaluating secondary data based on the accuracy criterion, researchers must _____. A. seek out multiple sources to check consistency of the data B. evaluate the data collection method C. evaluate whether or not the data is out of date D. carefully evaluate the data on how it relates to the current research objective E. determine the hidden agenda of the company that collected the secondary data

C

_____ are sources of internal secondary data. A. US government documents B. articles on Lexis/Nexis C. marketing blogs D. sales invoices E. newspaper websites

D

A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena. A. construct B. law C. sample statistic D. fact E. hypothesis

E

Conceptualization of a model means developing a: A. research concept before developing a literature review. B. conceptual model of the geographic area from which the sample would be drawn. C. text-based model to do statistical testing of hypothesized relationships. D. conceptual model of a new product before it is tested in a lab setting. E. model that shows variables and hypothesized relationships between variables.

E

The North American Industry Classification System (NAICS) codes are designed to _____. A. index major market research reports for a variety of private institutions B. index online publications available up to the current month and year C. provide the statistical foundation for the information available on the U.S. population D. provide a detailed profile of economic activity within a given geographic area E. promote uniformity in data reporting by government sources and private businesses

E

Which of the following statements is true of internal secondary data? A. It is expensive to access the sources of internal secondary data. B. Internal secondary data cannot be used by decision makers in planning new-product introductions. C. It can be easily obtained from scholarly and government sources. D. Internal sources of secondary data are accessed only after getting useful information from external sources of secondary data. E. Internal secondary data are the most readily available.

E

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true. A. marginal B. test C. null D. theoretical E. alterative

c

_____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers. A. internal primary data B. internal secondary data C. external secondary data D. external primary data E. Internal tertiary data

external secondary data