chapter 3

B

QN=1 Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris? a. Doing a desk research by browsing the Internet for such statistics. b. Doing a desk research by reading an article on the working mechanism of the gadget. c. Collecting external secondary data from the City Traffic Police records. d. Doing a field research by talking to car owners. e. Obtaining customer knowledge information from car rental shops.

A

QN=10 A researcher prefers using scholarly sources instead of popular resources. All of the following are reasonable justification for doing so, EXCEPT: a. scholarly sources are more current than popular sources. b. scholarly sources provide access to new findings and information whereas popular sources report secondhand findings. c. scholarly sources go through the rigorous process of peer review d. scholarly sources are written in more appropriate technical language. e. scholarly sources can be tracked using Web-based bookmarking tools

E

QN=11 The North American Industry Classification System (NAICS) codes: a. indexes major market research reports for a variety of domestic and international industries, markets, and institutions. b. provides an index of publications available to researchers up to the current month and year. c. are the statistical foundation for most of the information available on U.S. population and economic activities. d. provides a detailed profile of economic activity within a given geographic area. e. are designed to promote uniformity in data reporting by federal and state government sources and private business

A

QN=12 Consumer panels, as a commercial data collection method: a. use a rigorous data collection approach. b. cost higher than primary data collection methods. c. primarily measure media consumption habits as opposed to product or brand consumption. d. measure product and brand movement directly at the point of sale. e. generate information on effectiveness of shelf space and POP displays.

D

QN=13 John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them? a. Beginning and ending inventory levels b. Sales receipts c. Point-of-purchase displays d. Consumer attitudes toward store displays e. In-store promotions

E

QN=14 Constructs a. are an observable item used as a measure on a questionnaire. b. have concrete properties and are measured directly. c. are associations between two or more variables. d. are used to calculate media efficiency. e. are an unobservable concept measured by a group of related variables.

A

QN=15 In which of the following situations is deal proneness treated as a dependent variable in a relationship? a. Deal proneness is predicted by a person's household income b. Deal proneness results in greater price sensitivity c. As deal proneness goes up, a person tends to spend more time in comparison shopping d. Deal proneness does not depend on a person's age e. There is a relationship between deal proneness and brand loyalty

E

QN=16 Conceptualization of a model means: a. developing a research hypotheses based on a literature review. b. developing a conceptual model of the geographic area from which the sample would be drawn c. developing a computer model to do statistical testing of hypothesized relationships. d. developing a conceptual model of a new product before it is tested in a lab setting. e. developing a model that shows variables and hypothesized relationships between them

B

QN=17 All of the following are true about conceptualization, EXCEPT a. it helps identify the variables for your research b. it is called a Maven model c. it specifies hypotheses and relationships d. it prepares a visual representation of the relationships under study e. it displays the hypothesized relationships using a box and arrows diagram

A

QN=18 To more effectively communicate relationships and variables: a. researchers must follow conceptualization b. researchers must follow constructs and relationships. c. researchers must use the North American Industry Classification System (NAICS). d. researchers must use the Editors and Publishers Market Guide e. researchers must use the Community Source Book of Zip Code Demographics

C

QN=19 In which of the following situations is an exploratory research recommended? a. When a full-scale study is likely to cost more than an exploratory study b. When the researcher has greater expertise in conducting exploratory studies c. When the literature review fails to yield a reasonable conceptual model d. When the dependent variables are constructs e. When the independent variables are constructs

C

QN=2 Which of the following is true about information gathering? a. Customer knowledge information is feedback you obtain from your sales representatives about customer behavior. b. More data implies more analysis and thus delay in taking sound decisions. c. Blogs and online polls are used to collect customer knowledge information. d. Data from electronic customer councils are indicative of less customer engagement. e. Data collection through electronic means is more expensive and time consuming.

C

QN=20 Which of the following hypothesis is always tested by researchers? a. Test hypothesis b. Alternative hypothesis c. Null hypothesis d. Statistical hypothesis e. Rejected hypothesis

A

QN=21 Which of the following statements about hypotheses is false? a. If the null hypothesis is rejected, we conclude that the variables are not related b. Researchers always test the null hypothesis. c. The alternative hypothesis states that there is a relationship between variables d. A null hypothesis refers to a population parameter e. A null hypothesis is developed so that its rejection leads to an acceptance of the alternative hypothesis

B

QN=22 If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as: a. the person buying the coffee is independent of the size of the coffee cup. b. the size of the coffee cup purchased does not depend on the time when the purchase is made. c. the size of the coffee cup purchased depends on the time when the purchase is made d. the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased. e. the size of the coffee cup is dependent on the person buying the coffee.

A

QN=23 A null hypothesis is notated as a. H0 b. H1 c. N0 d. N1 e. N0H1

B

QN=24 A parameter is: a. the true value of the null hypothesis. b. the true value of a variable. c. an estimate of a variable, as determined through a sample. d. is an estimate of the population parameter e. the measure of statistical accuracy as assessed by the level of significance under normal distribution

C

QN=25 Alternative hypothesis a. is the value of a variable that is estimated from a sample. b. is the true value of a variable. c. states that there is a relationship between two variables d. is the actual value of a variable, which can only be known by collecting data from every member of the relevant population e. is notated as H0

C

QN=3 A literature review can help a researcher with all of the following, EXCEPT: a. suggest research hypotheses. b. help clarify and define the research questions. c. collect primary data on key variables. d. identify scales to measure variables. e. identify methodologies to conduct the study.

B

QN=4 A literature review has all of the following objectives, EXCEPT: a. provide background information about the current study. b. test a study's hypotheses using secondary data from reliable sources. c. clarify thinking about the research problem. d. help define important constructs of interest to the study. e. reveal whether information already exists to answer research questions.

B

QN=5 A client wants to know the best form of advertising for his online job portal. He appoints a researcher to provide him with all details. The researcher intends to do a literature review, which will help meet all of the following objectives, EXCEPT: a. provide background information about the current study. b. research hypotheses to obtain answers to specific research questions. c. clarify thinking about the research problem. d. help define important constructs of interest to the study. e. know about another job portal which used Facebook effectively to increase page hits.

C

QN=6 Accuracy is one of the criteria to evaluate secondary data. While using this criterion, a. researchers need not worry about what is actually measured. b. the researcher must evaluate the overall procedure for collecting the data. c. researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand. d. The data must be carefully evaluated on how it relates to the current research objective. e. the researcher must determine the underlying motivation or hidden agenda, if any.

B

QN=7 John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful? a. Use existing customer base to identify significant characteristics of potential customers b. Determine the level of customer satisfaction with the company's new product c. Identify problems or requirements of specific customer groups d. Provide internal support data for the company e. Development of planning tools for successful strategic planning

B

QN=8 Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information? a. Sales Invoice b. Accounts Receivables Reports c. Journal Voucher d. Challan Report e. Accounts Payable Reports

E

QN=9 In a Google Scholar search, an article is listed as "Cited by 44" next to it. This indicates that: a. the article's bibliography has 44 citations included in it. b. the article has been viewed by 44 other visitors to the web site. c. the article has 44 comments and reviews available online. d. the article can be cited by 44 more individuals before it is withdrawn from the web site. e. the article is referenced by 44 other documents available on the web.