Marketing Research Final (Philip)
Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.
true
____________ _______________ is a situation in which one chooses from alternative courses of actions, each with different ethical implications.
Ethical Dilemma
Concomitant variation is sufficient evidence to determine causality in experiments.
False
Conditional causality means the cause is necessary and sufficient to bring about the effect.
False
Implicit consent means that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study.
False
Phenomenology refers to the documented history of a particular person, group, organization, or event.
False
Qualitative research is objective.
False
Quantitative research is interested more in qualities than quantities, often extending beyond the obvious.
False
Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities.
False
The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.
False
There is always one best research design for a marketing research study.
False
When an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.
False
An individual member of a population is a sample.
Flase
Global information systems allow management to track the whereabouts of delivery personnel.
Flase
The application of the scientific method in searching for the truth about market and marketing phenomena is called ____________ ___________________.
Marketing research
____________ _________________ are the principles that reflect beliefs about what is ethical and what is unethical.
Moral Standards
A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project ____.
More objectively
All of the following are advantages of in-house research EXCEPT ____.
More objectivity
In its simplest form, a research hypothesis is a "guess" about the outcome of a research study.
True
Marketing research involves more than conducting surveys.
True
Proprietary marketing research refers to research projects conducted to study specific company problems.
True
Rushing into a research project may result in conducting a study that is not needed.
True
Which step comes last in developing a marketing strategy?
analyzing firm performance
Establishing the relationship between advertising and sales in the beer industry is
causal
Conditional causality means the cause is necessary and sufficient to bring about the effect.
false
When secrecy is a major concern, it is best to use an outside research agency.
false
Qualitative research ____.
has an unstructured approach to data collection
________________ data is the fourth stage in the marketing research process
Collecting
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____.
Concomittant variation
_________________ are small data files that record a user's web usage history.
Cookies
_________________________ represents ways of studying cultures through methods that involve becoming highly active within that culture.
Ethnography
____________ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.
Exploratory
An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.
False
____________ ethics is the application of morals to behavior related to the exchange environment.
Marketing
Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?
hermeneutics
The only distinction between an Internet survey and an e-mail survey hosted on a Web platform like Qualtrics is the way the researcher ____
invites respondent participation.
A market_______________________ is a situation that makes some potential competitive advantage possible.
opportunity
Suppose the price of MP3 players in Denver range from $59 to $179. Then, the range of these prices is ____.
$120
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
What is another form of the alternative hypothesis when testing the difference between the means of the two groups?
1 - 2 0
In comparing the difference of the means between two groups, the null hypothesis can also be stated as ____.
1 - 2 = 0
The Central City chief of police wanted to discover how fast the average car traveled on a particular stretch of highway. To obtain this information, he placed a hidden radar device beside the highway and clocked speeds, in miles per hour, for one hour. The following data were recorded by the device: 73 49 70 63 83 61 55 61 60 68 62 64 52 56 69 60 55 71 65 66 59 62 59 58 Using your laptop, calculate the Mode for the above data.
55
The Central City chief of police wanted to discover how fast the average car traveled on a particular stretch of highway. To obtain this information, he placed a hidden radar device beside the highway and clocked speeds, in miles per hour, for one hour. The following data were recorded by the device: 73 49 70 63 83 61 55 61 60 68 62 64 52 56 69 60 55 71 65 66 59 62 59 58 Using your laptop, calculate the Median for the above data.
62
The Central City chief of police wanted to discover how fast the average car traveled on a particular stretch of highway. To obtain this information, he placed a hidden radar device beside the highway and clocked speeds, in miles per hour, for one hour. The following data were recorded by the device: 73 49 70 63 83 61 55 61 60 68 62 64 52 56 69 60 55 71 65 66 59 62 59 58 Using your laptop, calculate the Mean for the above data
63
The Central City chief of police wanted to discover how fast the average car traveled on a particular stretch of highway. To obtain this information, he placed a hidden radar device beside the highway and clocked speeds, in miles per hour, for one hour. The following data were recorded by the device: 73 49 70 63 83 61 55 61 60 68 62 64 52 56 69 60 55 71 65 66 59 62 59 58 Using your laptop, calculate the Standard Deviation for the above data.
7.41
A study compares the means of two groups in which there are 45 males in Group 1 and 37 females in Group 2. The degrees of freedom for this study when using the t-test for the difference between means is ____.
80
_____________ bias is the tendency for a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey.
Acquiescence
___________ questions provide a clue to jog the respondent's memory.
Aided Recall
The application of computation, summarizing, and reasoning to understand the information gathered is research is called:
Analysis
Anova stands for _______________
Analysis Of Variance
Three guidelines below help prevent the most common mistakes in designing questions. Which one is typically NOT used for this purpose?
Avoid personal questions
______________ statistical analysis tests hypotheses involving two variables.
Bivariate
What research allows causal inferences to be made-they identify cause-and-effect about relationships?
Causal
A ___________ is an investigation involving measurement of all the individual elements that make up the population - a total enumeration rather than a sample.
Census
________________ test involves comparing the observed frequencies with the expected frequencies in each cell of the table.
Chisquare
Which of the following refers to concepts measured with multiple variables?
Construct
____________________ sampling refers to sampling by obtaining people or units that are conveniently available.
Convenience
____________ are recorded facts or measures of certain phenomena.
Data
______________ is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer.
Database
Identifying target market demographics for a shopping center located in Omaha, Nebraska is whaty type of research?
Descriptive
What reserach describes characteristics of objects, people, groups, organizations, or environments?
Descriptive
A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed?
Distribution research
What is the first step in interpreting a multiple regression model?
Examine the model F-test
A Type II error occurs when the researcher rejects the null hypothesis when, in fact, it is true.
False
A census is any complete group whose members share some common set of characteristics.
False
A convenience sample is a type of probability sample.
False
A custom research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing.
False
A question covering several issues at once is referred to as a leading question.
False
A search-engine optimizer mines data from in-store point-of-sale data recordings.
False
Both ratio and interval scales both have an absolute zero.
False
Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.
False
If a researcher is interested in whether adult males purchase a product more frequently than adult females, univariate statistics would be used in the analysis of data.
False
In a regression equation, the slope of the line, , is the change in X that is due to a corresponding change of one unit of Y.
False
In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.
False
Interval scales are considered continuous when three or more categories are used.
False
Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance.
False
Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.
False
One hundred percent of the scores in a normal distribution fall within plus or minus two standard deviations of the mean.
False
The first stage in the selection of a sample is to determine the sampling frame.
False
The midpoint of a distribution, above which and below which half of the scores fall, is called the mode.
False
The row and column totals in a contingency table are called subtotals because they are less than the total.
False
Multiple regression analysis includes a single independent variable but several dependent variables.
Fasle
Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
Funnel Technique
A _____________ is a graphical way of showing the frequency distribution in which the height of a bar corresponds to the frequency of a category.
Histogram
Type ___________ error occurs when a condition that is really true in the population is rejected based on statistical observations.
I (uppercase i)
Type ___________ error occurs when a condition that is not true in the population is accepted based on statistical observations.
II (capital ii)
One of the key ways in which researchers contribute to decision making includes
Identifying useful decisions statements and related research questions
____________________ statistics allow inferences about a whole population from a sample.
Inferential
Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?
Intellectual capital
_____________ ____ _______________ refers to the fact that common products like cars, appliances, etc., are connected to the
Internet Of Things
1 out of 1 points Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?
Internet survey
Which technique uses nonprobability sampling, in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member?
Judgment sample
Where do you rank academically in your high school graduation class? ___ 1st quarter ___ 2nd quarter ___ 3rd quarter ___ 4th quarter is a(n) _______________ question.
Loaded
Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?
Market intelligence
The midpoint of a set of numbers is referred to as the _____.
Median
Which analysis is portrayed by the equation: Y = bo + 1X1 + 2X2 + 3X3... + nXn?
Multiple regression
________________ questions pose a problem and ask respondents to answer in their own words.
Open ended
Structured data openly shared between companies is called ____.
Open source information
Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her size. The following year, Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color. Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____.
Predictive Analytics
__________________ is the long-run relative frequency with which an event will occur.
Probability
Which communication function of a firm is responsible for informing and persuading buyers?
Promotion
____ is the percentage of elements that meet some criterion for membership in a category.
Proportion
Amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site. This is an example of ____.
Push technology
The head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba owners, and 4 owners of other brands. Which type of sampling procedure is being used?
Quota sample
_____________ is the distance between the smallest and the largest values of a frequency distribution.
Range
________________ is an indicator of a measure's internal consistency.
Reliablity
____________ _____________ are commercial providers of marketing research services.
Research Suppliers
Which of the following is the symbol for the sample standard deviation?
S
What are some of the most common statistical software packages?
SPSS, SAS and EXCEL
_____________ involves any procedure that draws conclusions based on measurements of a portion of the entire population.
Sampling
_________________ error results from some imperfect aspect of the research design or from a mistake in the execution of the research.
Sampling
A theoretical probability distribution of sample means for all possible samples of a certain size drawn from a particular population is called the ____.
Sampling distribution
A single element or group of elements that is eligible for selection via the sampling process is called a ____.
Sampling unit
Listening to conversations about a brand on Twitter or Facebook in order to gather data is an example of ____.
Social listening
___________________ orientation recognizes that multiple parties are affected by firm decisions.
Stakeholder
1 out of 1 points A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.
True
A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.
True
A marketing researcher who reports on the age, gender, income, and education of consumers in a particular city is describing geo-demographic information.
True
A party that maintains Web sites on the World Wide Web is called a content provider. Selected Answer:
True
A response bias occurs when respondents tend to answer questions with a certain slant.
True
A sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.
True
A sampling frame is also called a "working population."
True
ANOVA and Linear Regression are among the most common forms of the general linear model (GLM).
True
An experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.
True
Attitudes are considered a function of a person's beliefs about some activity weighted by their evaluations of those characteristics.
True
Attitudes are thought to have three components: affective, cognitive, and behavioral.
True
Choosing the right statistic boils down to what type and how many variables are involved in a particular research question or hypothesis.
True
Coding involves assigning some representative value to units of data having similar meaning.
True
Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.
True
Concept testing is a type of exploratory research.
True
Confidentiality means that researchers will not share any individual's information with others.
True
Cross-tabulation allows the inspection and comparison of differences among groups based on nominal or ordinal categories.
True
Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.
True
In a regression equation, the beta coefficients indicate the effect on the dependent variable of a 1-unit increase in any of the independent variables.
True
In multiple regression, the dependent variable must be continuous and interval-scaled.
True
Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.
True
Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.
True
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research
True
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research.
True
Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.
True
Multivariate statistical analysis permits the researcher to consider more than one dependent variable at the same time.
True
Nonresponse bias causes problems because it means that the sampling units that participated are different from those that did not participate.
True
Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
True
Surveys used in telephone interviews should typically be written in a conversational style.
True
Systematic sampling can, under certain conditions, yield a random sample.
True
Tabulation refers to the orderly arrangement of data in a summary format.
True
The main reason a large sample size is desirable is that sample size is related to random sampling error.
True
The mode is the measure of central tendency that identifies the value that occurs most often.
True
The purpose of a table in a research report is to summarize and communicate the meaning of the data to the reader.
True
The t-test is appropriate for small sample sizes with unknown standard deviations.
True
The term survey is most often associated with quantitative research.
True
UPC refers to bar-coded information containing product information that can be read by optical scanners.
True
When the difference between two groups is measured, bivariate statistics are used
True
0.5 out of 0.5 points Failing to identify a hypothesized difference using a sample result when a difference really does exist in the population is a ____ error.
Type II
Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?
Web tracking
A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself?
Will the payoff from the research be worth the dollar expenditures for research?
In a recent study on American travel habits, the following data were obtained Is there a relationship between age and the number of vacations taken per year? Intercept - Respondent's Age -(Please give your answer in this format: Yes, -2.056, 0.895)
Yes, -4.156, 0.273
"I hate asparagus" is an example of which component of an attitude toward asparagus?
affective
Order __________ results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favor one response over another.
bias
When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used.
central location interviewing
The example of Rite Aid drug stores testing a new store layout is part of the exploratory research design called ____________________________ __________________________.
concept testing
When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?
convenience sample
Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"
criterion validity
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
diagnostic analysis
Which survey research method is typically the most expensive?
door-to-door personal interview
A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.
false
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
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
When a researcher wants to estimate national market share based on the results of the test market for a new product in St. Louis and Kansas City, this is an example of:
inferential statistics
A Fahrenheit temperature scale is a classic example of _________________ scale of measurement.
interval
Counting the different ways respondents answered a question and arranging them in a simple summary form yields a(n) ____.
marginal tabulation
____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.
measurement
Airport terminals are identified by Terminals A, B, or C. This scale of measurement is called __________________.
nonminal
Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.
online panels
Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research
phenomenology
A ______________ indicates the percentage of population elements that successfully meet a criterion for membership in a category
proportion
Compared to open-ended response questions, fixed-alternative questions:
require less interviewer skill
When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains ____
sample selection error
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
In the regression equation, Y = a + X , is the ____.
slope of the regression line
What is the most useful distribution in inferential statistics?
standardized normal distribution
In ___________________ sampling, a subsample is drawn using simple random sampling within each stratum.
stratified
Which of the following refers to the proportion of respondents who choose the most positive choice in a multiple choice question?
top-box score
Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3
true
Asking respondents to remember something without providing any clues to help them remember is called ____.
unaided recall
The formula below is used to compute ____.
variance
In the regression equation, Y = a + X, a is the symbol for the ____.
y-intercept of the regression line
Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?
Price
A one-on-one interview between a professional researcher and a research respondent is called __________________ _______________________.
depth interview
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?
descriptive
People who cannot be contacted or who refuse to participate are called ____.
nonrespondents
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.
quantitative marketing research
All of the following are advantages of Internet surveys EXCEPT ____.
random sampling
All of the following are typically advantages of internet survey research except that it is ______
representative of the population
A company that develops a unique methodology for investigating a specific business specialty area is called a(n) ____.
standardized research service
An example of behavioral tracking is ____.
supermarket scanner data
In the opening case of Chapter 1, the technology brand featured is _____________.
Apple
