MKTG 5360 Final

Which of the following is NOT part of the definition of marketing research? An objective (unbiased) process The gathering of information All are part of the definition of marketing research A step by step process

All are part of the definition of marketing research

Which of the following is a reason for using probability samples? You are using a causal research design. You're targeting a large, national sample. All listed statements are reasons for using a non-probability sample You do not have advanced knowledge of the population.

All listed statements are reasons for using a non-probability sample

Which of the following statements is false? Ratio scales uniquely classify, preserve order and have equal intervals. Nominal scales uniquely classify. Semantic Differeintial scales are consider as being interval All of the listed statements are true.

All of the listed statements are true.

Which of the following is a condition necessary to use non-probability sampling? When the sample is local as opposed to national When you are very familiar with the target population When you have to have the data collected immediately All of the statements listed are necessary conditions

All of the statements listed are necessary conditions

Which of the following is a research approach that relies heavily on analysis from a historical perspective? Grounded theory Case study method Ethnography Phenomenology

Case study method

Data/information that is preexisting and historical in nature is called: Donations to non-profits none of the options listed Secondary data Primary data

Secondary data

Which of the following is not an example of non-response error? refusals all are examples of non-response not-at-homes administrative error

administrative error

Which of the following is NOT a category of exploratory research? secondary data case studies all statements listed are categories of exploratry research experience surveys

all statements listed are categories of exploratry research

A concept with multiple items is called a: rating testing construct scoring

construct

Which of the following is the first stage of the marketing research process? planning a research design defining the problem analyzing the data planning a sample

defining the problem

"What is your gender? ______ M ______ F ______ other" is an example of what type of question? nominal ordinal interval ratio

nominal

Which of the following statements is true? nominal and ordinal measures are considered categorical scales cannot be used to measure nominal level variables attitudes cannot be effectively measured all of the listed statements are true

nominal and ordinal measures are considered categorical

Which of the following statements are true? a mean can be calculated with ordinal level measures a median can be calculated for any level of measurment only the mode can be calculated for nominal level data you cannot calculate anything with ratio level data

only the mode can be calculated for nominal level data

When you receive an e-mail telling you about a sale on a product and are provided with a link where you can make a purchase, this is an example of: none of the choices listed is correct push technology pull technology interactive technology

push technology

When you receive emails from companies trying to get you to visit their websites and purchase your products, this is an example of: smart agent software predictive analytics pull technology push technology

push technology

In doing a research project for the SEC (South Eastern Conference), students enrolled at Auburn University would be considered as a(n): population sample census universe

sample

Drawing a subset of people from a larger population is called ___________? marketing measurement analysis sampling

sampling

A single element (person for example), who is eligible for selection in a sample is called a ____. sampling unit sampling quota sampling panel sampling error

sampling unit

Which of the following is an example of rating? very bad 1 2 3 4 5 6 7 Very good none of the choices listed is correct Please choose A or B Given a series of items, put them in groups.

very bad 1 2 3 4 5 6 7 Very good

If you were to ask 15 people drawn at random to give you the names of 15 other individuals, all with a common characteristic, you would be utilizing a ____________ sampling technique. stratified judgement cluster snowball

snowball

____ is the process of describing a concept numerically, Research Analysis Validation Measurement

Measurement

Which of the following is not a category of observational research? human behavior mechanical observation physical obejects all listed are categories of observational research

all listed are categories of observational research

You are asked to fill out a survey for the National Rifle Association, because you have very strong feelings regarding this organization (you either HATE guns or LOVE guns), it is likely that you will commit: social desirability bias auspices bias non-response bias extremity bias

auspices bias

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 price?" causal research exploratory research pilot study research descriptive research

causal research

Age, gender, brand loyalty, and corporate culture are all examples of ____. concepts verbs codes ratios

concepts

To calculate a mean you need? categorical data continuous data ordinal data the standard deviation

continuous data

Marketers of snack foods (Keebler for example), who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n): emphasis on short-term profits cross-functional perspective customer orientation Supply chain orientation

customer orientation

Why do companies do marketing research? its just common practice none of these answer the question for a tax write off Because collection of information reduces uncertanty in decsion making

Because collection of information reduces uncertanty in decsion making

Why is the standard deviation better than the range? It provides a value that is in the same units as the data. Becuase the standard deviation is the square root of the range. Because the range is the square root of the variance. All listed are reasons why the standard deviation is superior.

It provides a value that is in the same units as the data.

Which of the following statements about a Likert scale is not true? Scale items may be summated to form a composite measure. Likert scales present a statement and then ask respondents to state their level of disagreement/agreement with the statement. Likert scales are considered to be continuous Likert scales are considered ordinal and categorical.

Likert scales are considered ordinal and categorical.

Which of the following is not an example of administrative error (errors that we as researchers make)? sample selection error data processing error all listed are examples of administrative error interviewer cheating

all listed are examples of administrative error

Which of the following is not a common method of generating primary data? observations experimentation all listed are ways of generating primary data surveys

all listed are ways of generating primary data

The standard deviation: is the most valuable measure of spread or dispersion. does not have the limitations of the range. does not have the drawbacks of the variance because its unit of measure is in the same unit of measure as the mean. all listed statements are true.

all listed statements are true.

Which of the following is an important aspect of the marketing concept? a cross-functional perspective for the coordination of the organization's activities an emphasis on long-term profitability a consumer orientation all of the listed items

all of the listed items

Which of the following are reasons NOT to do research? Time constraints Availability of data Benefits versus costs all of the listed items are reasons not to do research

all of the listed items are reasons not to do research

Which of the following statements is true? ranking is ordinal Your ethnicity would be considered ordinal semantic differential measures are ordinal in nature all of the listed statements are true

all of the listed statements are true

Which of the following statements about surveys are false? The person who answers question is called a respondent all the statements are true A survey is a method of primary data collection Surveys can obtain information about attitudes and demographic information

all the statements are true

_____ is conducted to address a specific marketing decision, problem or opportunity for a specific firm or organization. applied researh quantitative research qualitative research basic research

applied researh

Which of the following are the two types of marketing research based on the purpose for the research? cross-sectional and qualitative basic and applied scientific and non-scientific quantitative and secondary

basic and applied

Which type of research tries merely to expand knowledge or to learn more about a marketing concept and is not intended to solve a particular marketing problem? basic research the scientific method total quality management performance-monitoring research

basic research

If I am working as political pollster and want to see what candidates are in the lead with registered voters, the best sampling plan would be for me to use: stratified sampling cluster sampling convenience sampling judement sampling

cluster sampling

If you divide a population into groups and then randomly select a subset of those groups and then select members from each randomly selected group, you have utilized which of the following? simple random sampling systematic sample stratified sampling cluster sampling

cluster sampling

Juan has noticed that when the temperature rises, sales at his retail clothing store also tend to rise in a similar fashion. This is an example of: diagnostic variation nonspurious variation absolute variation concomitant variation

concomitant variation

When considering evidence of causality, the fact that price changes tend to accompany increases/decreases in consumption illustrates the concept of: concomitant variation absence extraneous influence none of the options listed temporal ordering

concomitant variation

A database (Qualtrics for example), of respondents who have agreed to participate in marketing research by completing surveys is called a ____. consumer panel perpetual samples e-samples interactive samples

consumer panel

A database of respondents who have agreed to participate in marketing research along with their e-mail contact information are called a(an) ____. consumer panel e-sample perpetual panel numerical panel

consumer panel

Betsy and eleven other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely. Betsy is participating is a: depth interview none of the options listed a case study focus group interview

focus group interview

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed off of each other's comments. What is this type of study called? literature review pretest multivariate research focus group interview

focus group interview

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n): forward linkage hypothesis backward linkage non-spurious association

hypothesis

If a question asks you to rank your favorite football teams, which of the following can I calculate with the data I obtain? mode median median and mode the mean, median and mode

median and mode

Suppose a researcher is concerned with a nominal scale that identifies users versus nonusers of bank credit cards (2 separate and exclusive categories). The measure of central tendency appropriate to this scale is the: mean median standard deviation mode

mode

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this trend is an example of: model building data conversion validation reliability

model building

In terms of marketing research, the ______ important a decision is strategically to the organization, the ______ likely that research will be undertaken. All of the answers given are correct less; more more; less more; more

more; more

"Hertz is ranked #1, Avis is ranked #2" implies ___________ data. nominal ordinal interval ratio

ordinal

A(n) ____________ scale ranks objects or alternatives according to their magnitude in an ordered relationship. ratio interval ordinal nominal

ordinal

Owen is a researcher who is interested in how marketing phenomena impact human behavior. Which qualitative research orientation is Owen using? phenomenology case study all of the listed items grounded theory

phenomenology

The attitude scale that uses bipolar adjectives to anchor each end of the scale is the: semantic differential likert graphic rating nominal

semantic differential

The following is which type of scale? Modern ____:____:____:____:____:____:____Old-fashioned likert semantic differential numerical graphic

semantic differential

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a: sentence completion test case study concept test word association test

sentence completion test

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 random sampling error primary sampling error secondary sampling error

systematic sampling error

Which of the following is false? The median is the midpoint the mode is the midpoint the mean is the same thing as the average all listed statements are true

the mode is the midpoint

Stephanie was asked to look at two pictures of two different women, one women is at work, the other is sitting on the beach. She was then asked which she thought would be the best one to use for branding a travel agency. Stephanie was participating in a(n): focus blog focus interview thematic apperception test aptitude test

thematic apperception test

When a respondent is asked to project her feelings onto a third party (e.g. "your neighbor down the street"), this is called a(n): third person technique word association test experience survey case study

third person technique

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research? time constraints nature of the decision availability of the data cost considerations

time constraints

The observation and analysis of changes in industry volume and brand share over time is called: trend analysis database marketing model building data mining

trend analysis

What is the value in doing observational research? you have the benefit of observing behavior as it occurs much easier to interpret then survey data it's very fast and low cost none of these statements relate the value of observational research

you have the benefit of observing behavior as it occurs

Which of the following features distinguishes probability samples from non-probability samples? Each element of the population has a known chance of being included in a probability sample. Important elements of the population have an equal chance of being included in a non-probability sample. A probability sample will always be less representative of the population than a non-probability sample. All of the listed statements describe how probability and non-probability samples differ.

Each element of the population has a known chance of being included in a probability sample.

All of the following can be measured using continuous scales EXCEPT ____. Gender GPA Temperature Weight

Gender

The scientific method can be thought of as: A common but unnecessary aspect of research The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions All listed are examples of the scientific method An explanation for the meaning of life.

The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions

Which of the following statements are true? As a measure of dispersion, the variance is considered superior to all other measures of dispersion The range is the best measure of spread The range is just the square root of the variance The standard deviation is the best measure of dispersion.

The standard deviation is the best measure of dispersion.

All of the following are examples of exploratory research techniques EXCEPT: pilot studies experimentation secondary data case studies

experimentation

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. In these types of situations, these companies have little to no information going in. What type of marketing research is this? inferential causal descriptive exploratory

exploratory

What type of research is being conducted if you have limited information and you want to answer the question: "Would this target market be interested in this type of new product?" exploratory research descriptive research situation analysis research causal research

exploratory research

Purchasing data from a company such as NPD Group, Inc. on consumption of frozen pizza in the U.S. is an example of which objective for secondary data analysis? data mining database marketing fact-finding model building

fact-finding

The error caused by an interviewer who fakes the answers to a questionnaire would be: none of the above interviewer cheating interviewer bias non-response error

interviewer cheating

A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month). Instead of asking people at a shopping mall whether they download music from the Internet, he finds one person in the target market who qualifies, and then asks that person to suggest the names of two other males between the ages of 18-24 who download music. The researcher will invite those two to participate in the focus group, and then they are each asked to suggest two others similar to themselves to participate in the focus group study. This procedure describes ____. snowball sampling cluster sampling stratified sampling simple random sampling

snowball sampling

A ______________ is an affirmation or message either auditory or visually presented below the normal limits of human auditory or visual perception. contrived message applied message basic message subliminal message

subliminal message

Which type of measure assigns a value to an observation based on a summing of multiple statements/items? summated (composite) measure conglomerate measure nominal measure none of these listed

summated (composite) measure

Which of the following is the first step in in the research process? planning and implementing a marketing mix that will provide value to customers and meet organizational objectives Problem discovery and definition analyzing firm performance selecting target markets

Problem discovery and definition

Which of the following statements is true? Ordinal scales uniquely classify, preserve order and have equal intervals. Ratio scales have an absolute zero Nominal scales have equal intervals. Interval scales uniquely classiffy, preserve order, have equal intervals and an absolute zero.

Ratio scales have an absolute zero

Which of the following statements is correct? Sampling error consists of administrative error and respondent error. Non-response error includes acquiescence and extremity bias Response bias includes sample selection error and interviewer bias Respondent error consists of non-response error and response bias

Respondent error consists of non-response error and response bias

Which of the following statements is false? Only the mode can be calculated with nominal level data Semantic Differential scales are examples of ratio level measurement The mean can be calculated with interval and ratio scales. Likert scales are considered interval level

Semantic Differential scales are examples of ratio level measurement

A company asks the question, "Can we describe the age, gender, and income of our target market?" What type of research is being conducted descriptive research exploratory research causal research focus group research

descriptive research

The following is which type of scale: I am satisfied with my IBM computer. Disagree 1 2 3 4 5 6 7 Agree likert semantic differential numerical graphic

likert

All of the following are important aspects of the marketing research process EXCEPT: determining research design making results publicly available to your competition analyzing the data problem discovery and definition

making results publicly available to your competition

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation? external orientation marketing orientation value orientation quality orientation

marketing orientation

Kodetra is interpreting consumers' blog postings (the focus being on the words), on the Internet. Which of the following best describes the type of research Kodetra is conducting? dependent marketing research independent marketing research quantitative marketing research qualitative marketing research

qualitative marketing research

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called: extensive marketing research qualitative research quantitative research grounded marketing research

quantitative research

A ____________ is the result of a statistical fluctuation that occurs because of chance variations in the elements/people selected for a sample systematic error random sampling error sample selection error chance error

random sampling error

Which of the following is not a measure of central tendency? median range mode mean

range

Measures of your weight, height, age and GPA would be considered as: nominal scales ordinal scales interval scales ratio scales

ratio scales

Issues of measurement (categorical/continuous, nominal/ordinal/interval/ratio), fall under which step in the marketing research process? research design communication of results problem defeniton none of the steps listed

research design

A measurement technique that presents a respondent with several objects and requires the respondent to arrange the objects into groups is: ranking rating sorting choice

sorting

The most common way to generate primary data in marketing research is by means of: observation surveys experimentation focus groups

surveys

Which of the following is NOT a form of Mechanical Observation? use of Traffic Counters Web Traffic UPC Scanners surveys

surveys

A ____________ results from some imperfect aspect of the research design that causes respondent error or results from a mistake in the execution of the research. strategy error systematic error respondent error construction error

systematic error

If a researcher wishing to draw a sample from sequentially numbered invoices uses a random starting point, then draws every 5th invoice, she has thus drawn a ____________ sample. random sample systematic sample convenience sample none of the above

systematic sample

Which of the following best describes a stratified sample? Divide the population into groups and then randomly select a subset from EACH group Assign each member of the population a random number and them randomly select numbers Randomly select a number and then go down the list and select every nth person all listed describe a stratified sample

Divide the population into groups and then randomly select a subset from EACH group

Which of the following statements about an interval scale is false? It has the properties of an ordinal scale. It uniquely classifies It has an absolute zero point. It has the properties of a nominal scale.

It has an absolute zero point.

A marketing vice-president, being an expert, tells the marketing department to schedule a test market in Dallas because, in his judgement, he feels that this city is "typical" of the composition of the target market they are trying to reach. The vice president is asking for a(n) ____. judement sample random sample cluster sample snowball sample

judement sample