MAR 4613 Exam One: Quiz Questions

If a survey design includes samples drawn once each from multiple groups of people, they are ______________.

Cross-Sectional Data

Which type of marketing research addresses which group, which one, which time, which place and which way questions?

Descriptive Research

All of the following are types of marketing research EXCEPT:

Exploitative Research

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

When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has _________ validity.

Face

Which of the following is NOT true about "constructs"

For them, the conceptual definition and operational definition are always identical

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

Gender

Which survey method offers the lowest degree of respondent anonymity?

Mall intercept interview

Joseph sent out 120 survey questionnaires and of those 120, 20 retuned as undeliverable. He received 40 completed responses. What is Joseph's response rate?

40%

The Key difference between uncertainty and ambiguity situations is whether the researcher has_______.

A set of alternatives

If a market researcher is asking consumers to list their favorite smartphone brands from the most favorite to the least favorite ones, the variable is a(n)_________________ scale.

Ordinal

Which procedure refers to a small-scale study in which the results are only preliminary and interned only to assist in design of a subsequent study?

Pretest

The following news article reports Walmart's performance with multiple data points. Of those, its e-commerce growth rate of 74% is impressive. E-commerce growth rate is a ____________.

Ratio Scale

Which type of scale is regarded as the form of measurement?

Ratio Scale

Which of the following is an indicator of a measure's internal consistency?

Reliability

___________ is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

Research Design

Systematic error is divided into __________.

Respondent Error and Administrative Error

Which type of bias occurs when respondents tend to answer questions with a certain slant?

Response Bias

You would like to assess how good your measures are. Which one of the following would be the least likely technique to use?

Scalability

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, _____________ has occured

Self-selection Bias

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

Social desirability bias

If survey participants are given a set of pre-determined answer choices to choose from, it is a ____________ question.

Structured

Over the past several years, the market hare of Apple's iPhone has been decreasing. This is an example of a(n)

Symptom

All of the following are three ways in which the words "scale" is used in marketing research EXCEPT:

The degree to which a measure is free from random error and therefore gives consistent results.

If the speed of data collection is your most important factor, which of the following should be your survey method?

Web/email survey

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

Absolute Zero

The tendency for respondents to agree with most questions in a survey is known as ______________.

Acquiescence Bias

What is the first stage of the marketing research process?

Defining the research objectives

Which of the following statements is NOT a proper for of a hypothesis?

iPhone has a good design