MKTG121 Final
Reject Null hypothesis if
(p value) < .05
What are the two types of t-test's? o
- Independent Sample T-test: - Dependent (Paired) Sample t-test:
In correlation analysis, between ___ it is considered VERY strong
.8 and 1
When a researcher performs an accounting of the complete population, it is called: Complete sampling. A census. Population accounting. Comprehensive accounting.
A census.
Of the following, which is NOT true of nonprobability samples? Sometimes called "haphazard sampling" Can be prone to subconscious biases Can compute the chances of any one population member being selected into the sample Potential human error
Can compute the chances of any one population member being selected into the sample
The type of sampling method in which a sample frame is divided into groups, which are highly similar to the others is: Simple random sampling. Stratified sampling. Cluster sampling. Systematic sampling.
Cluster sampling.
A busy pedestrian area or a shopping mall, as the sample frame from which to intercept potential respondents, would represent what type of nonprobability sampling method? Quota sampling Purposive sampling Convenience sampling Chain referral sampling
Convenience sampling
A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research? Direct observational research Covert observational research Invented observational research Structured observational research
Covert observational research
Which of the following is NOT an example of secondary data? Census data Economic trends data Export data Data from a custom survey
Data from a custom survey
Problems exist with secondary data because: Data have not been collected specifically to address the problem at hand and belongs to another company. Data have not been collected specifically to address the problem at hand and is out-of-date. Data have been collected specifically to address the problem at hand but is proprietary. Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.
Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.
he most important step in the marketing research process is: Defining the research plan. Determining the need for marketing research. Defining the problem. Determining the research objectives.
Defining the problem.
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? Causal research Descriptive research Exploratory research Case study analysis
Descriptive research
Which of the following is NOT an issue that would be addressed in a management decision problem? Determine the impact on sales and profits of various levels of price changes. Should the price of the product be changed? B and C You Answered What can a company do to expand its share of its product category? Should the advertising campaign be changed?
Determine the impact on sales and profits of various levels of price changes.
When estimating a standard deviation, researchers may rely on prior knowledge of the population (previous study), a pilot study, or: Divide the range by a random number. Divide the range by 8. Divide the range by 6. Divide the range by 1,000.
Divide the range by 6.
Which of the following should NOT be a consideration when choosing a survey method? Deadline Type of target respondent Easiest method for the researcher The budget
Easiest method for the researcher
As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called: Establishing research objectives Establishing the need for marketing Defining the problem Creating the problem statement
Establishing research objectives
The less we know about a market or subject, the more likely it is that a researcher should use: Causal research. You Answered Descriptive research. Exploratory research. Formal research.
Exploratory research.
The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: Exploratory, structured, and causal. Formal research, descriptive, and causal. Descriptive, casual, and exploratory. Exploratory, descriptive, and causal.
Exploratory, descriptive, and causal.
In almost all situations, the sample size and the size of the population are related to each other. True False
F
There are four types of nonresponse error: refusals to participate in the survey, break-offs during the interview, survey cheating, and refusals to answer specific questions. True False
F
The simple random sampling method does not guarantee that every member of the population has an equal chance of being selected into the sample; therefore, the resulting sample, no matter what the size, will not be a valid representation of the population. TRUE FALSE
FALSE
To use systematic sampling, it is not necessary to have a complete listing of the population. TRUE FALSE
FALSE
________ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. Experimental groups Observation groups Control groups Focus groups
Focus groups
________ requires interviewers to "navigate around gatekeepers." Mall intercepts CAPI and CATS CATI and CAPI In-office interviewing
In-office interviewing
When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as: Intentional fieldworker error. Intentional respondent error. Unintentional fieldworker error. Unintentional respondent error.
Intentional fieldworker error.
Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of: Discontinuous studies. Cross-sectional studies. Longitudinal studies. Multi-directional studies.
Longitudinal studies.
A disadvantage of the mall-intercept survey is: Difficult to obtain permission of mall management. Interviewers in mall-intercept studies are often distracted by mall activities. Mall shoppers may not be representative of the target market population. Unreliability of mall-intercept interviewers.
Mall shoppers may not be representative of the target market population.
Of the following, which is NOT an unintentional respondent error? Fatigue Misunderstanding Nonresponse Distraction
Nonresponse
_______ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results. Nonresponse bias Response bias Interviewer bias Social desirability Facsimile bias
Nonresponse bias
If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are: Nominally scaled. Preferentially scaled. Differentially scaled. Ordinally scaled.
Ordinally scaled.
Members of the population that represent probability samples are those: Persons who have a chance of being included in the sample. Persons who have an unknown chance of being included in the sample. Persons who can be found for survey purposes. Persons who are likely to have been sampled before.
Persons who have a chance of being included in the sample.
________ is an entire group under study as specified by the objectives of the research project. Study group Sample Population Census
Population
When researcher uses his or her judgment or that of some other knowledgeable person to identify who will be in the sample, he or she is using what type of nonprobability sampling method? Purposive sampling Convenience sampling Chain referral sampling Quota sampling
Purposive sampling
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? Mixed methods research Product research Quantitative research Qualitative research
Qualitative research
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 is: Quota sampling. Purposive sampling. Convenience sampling. Chain referral sampling.
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: Nominal scale. Interval scale. Ordinal scale. Ratio scale.
Ratio scale.
Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in: Respondent break-offs. Respondent omissions. Respondent cheating. Respondent refusals to participate.
Respondent omissions.
________ is the process of searching for and interpreting existing information relevant to the research topic. Primary data analysis Secondary data analysis Analytical data analysis Interpretative data analysis
Secondary data analysis
If we think of actions as strategies, what actions are required to satisfy the wants and needs of a market? Selecting a target market and designing a marketing mix Selecting a target market and designing a promotion mix Selecting global and domestic markets and distribution strategies Selecting global markets and designing promotional strategies
Selecting a target market and designing a marketing mix
There are different types of probability sampling methods. Which of the following is NOT one of those types? Simple targeted sample Cluster sampling Systematic sampling Simple random sample
Simple targeted sample
Of the following, which is NOT an example of nonsampling error? All types of nonresponse error Data interpretation error Size of the sample taken Data gathering and handling erro
Size of the sample taken
________ is used when different strata are apparent in the population and each stratum is randomly sampled. Cluster sampling Systematic sampling Simple random sampling Stratified sampling
Stratified sampling
________ is used when the researcher is working with a "skewed" population divided into portions and wishes to achieve high statistical efficiency. Stratified sampling Cluster sampling Simple random sampling Systematic sampling
Stratified sampling
Firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms are: Syndicated data firms. Custom research data firms. Industry research data firms. Government data recyclers.
Syndicated data firms.
________, which is a way to select a random sample from a directory or list, is much more efficient (uses less effort) than simple random sampling. Systematic sampling Convenience sampling Quota sampling Non-systematic sampling
Systematic sampling
A confidence interval is based on the normal, or bell-shaped, curve commonly found in statistics. TRUE FALSE
TRUE
A researcher can calculate sample size using either a percentage or a mean. TRUE FALSE
TRUE
A way to combat unintentional respondent error is to include reversals of scale endpoints in questionnaires. TRUE FALSE
TRUE
Cluster sampling is desirable when highly similar groups can be easily identified, such as subdivisions spread across a wide geographic area. TRUE FALSE
TRUE
In most surveys, eligible units are respondents determined by screening or qualifying questions. TRUE FALSE
TRUE
In systematic sampling, the researcher decides on a skip interval, which is calculated by dividing the number of names on the list by the sample size. TRUE FALSE
TRUE
Nonresponse has been labeled the marketing research industry's biggest problem, and it is multinational in scope. TRUE FALSE
TRUE
Sample size determines the accuracy, not the representativeness, of the sample. True False
TRUE
Some industry observers believe that nonresponse is caused by fears of invasion of privacy, skepticism of consumers regarding the benefits of participating in research, and the use of research as a guise for telemarketing TRUE FALSE
TRUE
When applying the standard sample size formula using percentages, there are two alternatives: (1) expect the worst case or (2) guesstimate the actual variability. True False
TRUE
With a nonprobability sample, the researcher has some savings in cost and/or time but at the expense of using a sample that is not truly representative of the population. TRUE FALSE
TRUE
Some interview techniques do not require the researcher to watch the respondent complete the survey and ensure correct procedures are followed. Which of the following is that type of technique? In-home interviews Telephone interview Mall-intercept interview In-office interview
Telephone interview
An application for a radio license with the FCC is due in six weeks, and a listenership study of other stations in the area must be conducted. Which would be the preferred method of data collection? Mail survey In-home surveys In-depth interviews Telephone survey
Telephone survey
Several firms flood a test market with sales promotions when they know a competitor is test-marketing a product. This is an example of: Parallel product test marketing. Test market sale promotion support. Test market sabotage. Test market diversity.
Test market sabotage.
The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: The Comparative Scale. The Multidimensional Scale. The Psychometric Scale. The Likert Scale.
The Likert Scale.
Which of the following concerns internal validity? The extent to which the change in the dependent variable was actually due to the independent variable The measurement of extraneous variables that is internal to the experimental setting itself The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world The representativeness of the sample test units
The extent to which the change in the dependent variable was actually due to the independent variable
Null hypothesis (first hypothesis):
There is no difference (default null)
________ is an assessment of the exactness of a measurement relative to what actually exists. Inaccuracy Validity Invalidity Existentialism
Validity
When do we use ANOVA?
When you want to study more than 2 groups
When do we use Chi square?
When you want to study the relationship between 2 NOMINAL variables
The main purpose of ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market. an experiment a focus group a quantitative survey an in-depth interview a moderator group
a focus group
While self-administered surveys have several important advantages, they also have disadvantages. Which of the following could be considered BOTH an advantage as well as a disadvantage? a. Cost b. Correct Answer c. Respondent control d. High questionnaire requirements
c. Respondent control
The manipulation of one or more independent variables is a characteristic of which of the following types of research designs? descriptive research objective research conditional research exploratory research causal research
causal research
When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest. descriptive research focus group research exploratory research causal research
causal research
Which of the following is NOT one of the major types of descriptive studies? consumer perception and behavior studies consumer behavior studies cause-and-effect qualitative studies internally or externally focused sales studies market characteristic studies
cause-and-effect qualitative studies
The ________ demonstrates how you can take any finding in the survey, replicate the survey with a random sample of the same size, and be "very likely" to find the same finding within the ±% range of the original sample's finding. central limit theorem law of large numbers fundamental theorem of arithmetic foundational theorem of statistics
central limit theorem
A(n) ________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period specific questions. a. research mix b. focus group c. hypothesis d. panel e. theory
d. panel
A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision. causal research informal research descriptive research exploratory research
exploratory research
When the research objective is to ________, focus groups may be an alternative. describe and predict explore or describe rather than predict describe, explore, and predict explore and predict
explore or describe rather than predict
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 the product will ultimately be distributed. internal validity external variability internal variability external validity
external validity
Which of the following is NOT a characteristic of a management decision problem? You Answered asks what the decision maker needs to do is action oriented focuses on symptoms A and C focused on the underlying causes
focused on the underlying causes
A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually: to benefit from groupthink and opinions. to maximize interviewer costs of administration. for convenience and to gain economies of scale. to maximize respondent time and effort.
for convenience and to gain economies of scale.
Compared to the collection cost of primary data, secondary data is ________. less expensive. more expensive. approximately the same cost. nonexistent. more elusive
less expensive.
The ________ is characterized by non-responsiveness and self-selection bias. in-office interview You Answered mall-intercept survey mail survey telephone survey
mail survey
The problem confronting the decision maker is typically referred to as the ________. management decision problem hypothetical decision problem theoretical decision problem marketing research problem research context problem
management decision problem
How do we do hypothesis testing?
one sample t test, test value of global warming and testing
A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched. market test response test ! pre-test field test
pre-test
According to the CASRO report and the American Association for Public Opinion Research, ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample. interviewer response response rate confidence interval survey ratio
response rate
A ________ is a master source of sample units in the population. sample frame master frame master population master sample unit
sample frame
If correlation is close to +1 than there is a ____ correlation , if it is close to -1 it ___ .
strong positive strong negative
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________. motivation elicitation technique </font> survey method sampling method focus group method exploratory method
survey method
The ________ is a poor choice for conducting a survey with many open-ended questions. in-home interview telephone interview in-office interview mall-intercept interview
telephone interview
A procedure for ensuring that ________ is experimental design. the change in the independent variable may be solely attributed to the change in the complex variable the change in the dependent variable may be solely attributed to the change in the extraneous variable any and all effects on all experimental values are measured the change in the dependent variable may be solely attributed to the change in the independent variable
the change in the dependent variable may be solely attributed to the change in the independent variable
If p value is less than .05 there is a significant difference in groups and the null hypothesis is rejected. true false
true
The correlation association is based on the ** number, if it is positive it is statistically strong, if it is - it isn't. true false
true
Dependent (Paired) Sample t-test:
use when using 2 means on 2 different questions on the same sample with the same respondents
Independent Sample T-test:
use when we're testing 2 means or groups (gender, marital status) in the same sample.
When do we use Correlation analysis?
when variables are interval/ratio scale
