mkt 312 final exam

Which of the following is NOT TRUE about marketing experiment research ?

An experiment can have only one independent variable

Problems exist with secondary data because :

Data have not been collected specifically to address the problem at hand but have been collected for some other purpose

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Descriptive research

Marketing researchers used simple surveys to describe consumers who are heavy consumers (buy a lot) of organic food products. The resulting report showed that these consumers tend to live in coastal cities with populations over 500,000, with the majority residing on the West Coast. The most frequent buyers of organic food are affluent men and women ages 45-54 (36%) and 18-34 (35%) For the results above, what types of research has the researcher conducted?

Descriptive research

Questions examining relationships between variables are framed with the focus being on the specific impact one variable causes on another variable

True

The central limit theorem states that , as sample size increases , the distribution of sample means of samples of size n ( when randomly selected ) approaches a normal distribution

True

A conceptual model becomes a theoretical model when

a literature review or exploratory research is sufficient to support the model's pictured relationships between variables

As sample size ____, random sampling error___.

Increases; decreases

When statistical procedures are used by marketing researchers to generalize the results of a sample to the target population that it represents, the process is referred to as:

Inference analysis

A difference in means between the different levels of any single experimental factor (i.e. independent variable) is referred to as a(n)

Main effect

Race, religion, type of dwelling, gender, brand last purchased, and buyer/non buyer are examples of:

Nominal measures

When conducting an independent sample t-test (one-way ANOVA), which of the following must be true?

One variable must be nominal (with two categories), and one must be interval

One advantage of focus group interviews is that they

provide multiple perspectives

Sampling is the sampling method in which the size of the sample portions is determined by the researcher's belief about the relative size of each class of respondent in the population.

quota sample

Which of the following is NOT a type of probability sampling?

snowball sampling

In which experimental research design does each subject receive only one treatment combination?

between - subjects design

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"

causal research

Which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution?

central - limit

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n)

concept test

A(n) ________ is an unobservable, abstract concept that is measured indirectly by a group of related variables

construct

When the research objective is to ________, focus groups may be an alternative.

explore or describe rather than predict

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

All of the following can be measured using ratio scales EXCEPT:

gender

As sample size ____ random sampling error _____

increases ; decreases

Market-tracking studies, which involve the monitoring of the same variables of interest, are a type of

longitudinal study

When a researcher is attempting to measure attitudes , opinions , evaluations , beliefs , impressions , perceptions , feelings , and intentions on a continuum , the researcher is using a type of :

ordinal scale

After analyzing the data with the statistical test Taylor concluded that there is a significant difference between gender and their breakfast eating habits . What p - value would she have to obtain in order to come to such a conclusion ?

p = 0.03

Maritz Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. The main use of this type of research would be related to:

Product research

Which of the following statements is true of qualitative research methods?

Qualitative researchers usually collect detailed data from relatively small samples by asking questions

A fine jeweler may require that the final sample is 75 percent female and 25 percent male because they understand that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use which type of sampling method?

Quota sampling

An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of:

Ratio scale

Which best describes quantitative research ?

Strives for a large enough sample size so that results can be projected upon a larger population , and results are measurable and can be counted

Consider the following hypothesis: Male respondents will score higher on the Sensation-Seeking Scale than female respondents. Gender was a categorical variable with two levels (male and female). The sensation seeking scale was a continuous variable on a 7-point Likert scale that ranged from strongly disagree to strongly agree. Which of the following statistical analysis would be appropriate for testing the

T-test

An independent variable is:

The cause , manipulated , controlled , and varied variable

If the Sig. value is greater than .05, what will the researcher inspect for differences?

The means

If the Significant value is greater than .05 , what will the researcher inspect for differences ?

The means

What is an appropriate research question for a one - way ANOVA analysis ?

The relationship between gender (male, female) and brand loyal scores (Likert 1-7)

Almost every statistical test or procedure involves the computation of some critical statistic, and that statistic is used to determine what?

The statistical significance of the findings

Which of the following statements is true about the t-test (one - way ANOVA)?

The t-test provides a mathematical way of determining if the difference between two sample means has occurred by chance

Experimental research is primarily a hypothesis testing method

True

______ are open ended questions that enable respondents to reply in their own words

Unstructured questions

Which characteristic is a key difference between ratio and interval scales

absolute zero

Which characteristic is a key difference between ratio and interval scales?

absolute zero

Statistical tests are used when a researcher wants to ____ of two different groups or samples

compares the means

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ______.

concept test

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?

convenience sampling

While evaluating secondary data based on the accuracy criterion, researchers must ___________

evaluate whether or not the data are out of date

A(n) is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables

experimental research study

When the research objective is to ____ focus groups may be an alternative

explore or describe rather than predict

Examples of would include level of advertising expenditure , type of advertising appeal ( humor , prestige ) , display location placement of website ads , method of compensating salespersons , price , and type of product

independent variables

Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of:

independent variables

Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) main effect

interaction effect

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

When a marketing researcher is interested in making comparisons between two groups of respondents to determine whether or not there are statistically significant differences between them , in concept , the researcher is considering them as

two potentially different populations

Write the result of an ANOVA test using the following hypothesis for the presence of a significant interaction effect. Report the mean values, F statics, degrees of freedom (df), and p-value in your results

1) F(1, 232) = 4.451, p = 0.025 2) There is significant interaction within this hypothesis since the P value ( 0.025 ) is less than 0.05 . Moreover when looking at histogram it can be seen that consumer attitudes are more favorable in the prevention message with dead imagery , with a mean however consumer attitudes decrease in the promotion message when a dead image is shown , demonstrating that H1 is supported . f 5.5,; (m = 3.5)

In a systematic sampling study , if the sampling frame has 2,000 names and the desired sample size is 50 , then the skip interval should be

40

When a revolutionary new product is created, marketers use research to determine the "value" consumers perceive in the new product. The main use of this type of research would be related to:

Pricing research

Which of the following is NOT an example of secondary data?

data from a custom survey

Problems exist with secondary data become

data have not been collected specifically to address the problem at hand but have been collected for some other purpose

When a researcher wants to perform the test of significance of differences between two means , each representing a separate group ( sample ) , what is the FIRST required step ?

A comparison of the two means

All of the following are examples of an observational study EXCEPT: A mystery shopper pretending to be a customer in a McDonald's outlet

A consumer responding to a questionnaire about advertising

Which of the following is used to examine relationships among variables associated with the problem or research objectives?

Causal research

A researcher for Procter and 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

The types of descriptive research study that measure a population at only one point in time is:

Cross - sectional studies

A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions?

Distribution research

A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is:

Exploratory

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

Exploratory

Because one of the major reasons for conducting a test market is to achieve ______, the test-market city should be representative of the marketing territory in which products will ultimately be distributed

External validity

In an experiment , the researcher manipulates the dependent variable and measures its effect on the independent variable

False

The difference between probability sampling and non-probability sampling is that in non-probability sampling, sampling error is known.

False

Which of the following is NOT a characteristic of a factorial design? Each independent variable has two or more levels

For in-between subjects designs , one participant is tested multiple times as part of different condition groups

H: When an anti-poaching ad uses prevention - focused messages, the image of dead (vs. live) animals will elicit stronger wildlife conservation behavior. However, the effect will diminish when the ad uses promotion - focused messages.

Independent variable 1: prevention focused vs promotion focused Independent variable 2: live vs dead images of animals Dependent variable: stronger wild life conservation behavior

Level of advertising expenditure , type of advertising appeal ( humor , prestige ) , display location , placement of website ads , method of compensating salespersons , price , and type of product are examples of :

Independent variables

When conducting an independent sample t - test one - way ANOVA ) which of the following must be true ?

One variable must be nominal ( with two categories ) , and one must be interval

When Procter & Gamble is interested in improving its Ultra Tide laundry detergent, it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using?

qualitative research

Which of the following statements is true of qualitative research methods

qualitative researchers usually collect detailed data from relatively small samples by asking questions

A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called

simple random sampling