Marketing Exam 2: Chapter 9

c

A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected. a. convenience b. piggyback c. probability d. irregular e. nonprobability

b

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data. a. observation b. primary c. secondary d. convenience e. dichotomous

d

Marketing research should NOT be undertaken when: a. the actual costs are less than the forecasted benefits. b. the perceived costs are the same as the forecasted benefits. c. it will take a long time to complete. d. the perceived costs are greater than the projected benefits. e. there are no secondary data in existence to guide the project definition.

c

Mystery shoppers engage in a form of: a. mall intercept study. b. marketing audit. c. observation research. d. market audit. e. experiential study.

e

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. observation research b. single-source research c. experiments d. heuristic oriented e. survey research

e

_____ occurs when a sample somehow does not represent the target population. a. Cross-tabulation b. Measurement error c. Diagnostic error d. Single-source research e. Sampling error

b

_____ research depends on watching what people do. a. Survey b. Observation c. Personal scanner d. Anonymous viewership e. Interactive

d

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population. a. representational b. probability c. frame d. nonprobability e. random

b

All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. reduced measurement error c. ability to personalize the survey d. ability to contact hard-to-reach respondents e. ability to get survey results much more rapidly

d

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data. a. convenience b. consensual c. primary d.secondary e. single-source