Marketing Research Final

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Three pieces of info needed to determine necessary sample size: Need to know these 3

- how homogeneous the population - ho much precision is needed in the estimate - how confident we need to be that the true value falls within the precision range estimated

Simple random sampling

- purest form - every element of the population has a known and equal probability of being selected

Iceberg Principle

-10% rise out of ocean, 90% lie below the surface - ideas may look good on paper but do not always work out

Professional respondents

-will have an opinion on anything as long as they are getting paid -fake respondents

Procedure for Drawing a Sample:

1. Define the target population 2. Identify the sampling frame 3. Select a sampling procedure 4. Determine the sample size 5. Select the sample elements 6. Collect the data from the designated elements

5 processes of validation

1. Fraud 2. Screening 3. Procedure 4. Completeness 5. Courtesy

Different types of marketing research

1. Marketing Situation Analysis 2. Marketing Strategy Design 3. Marketing Program Development 4. Program Implementation and Control

Creating a sampling plan

1. define target population 2. select data collection method 3. identify the sampling frame needed 4. select the appropriate sampling method 5. determine necesssary sample sizes and overall contact rates 6. create an operating plan for selecting sampling units 7. execute the sampling plan

7 types of primary data

1. demographic/socioeconomic characteristics 2. psychological/lifestyle characteristics 3. attitudes 4. awareness/knowledge 5. intentions 6. motivation 7. behavior

Common problems in preparing the marketing research report

1. lack of data interpretation 2. Unnecessary use of complex statistics 3. Emphasis on packing instead of quality 4. lack of relevance 5. placing too much emphasis on a few statistics

3 different concepts for the notion of differences

1. mathematical differences 2. statistical significance 3. magisterially important differences

4 methods of administration for questionnaires:

1. personal interview 2. telephone interview 3. mail survey 4. online survey

Consistency

2 separate research reports but they come out with two different findings

Parameter:

A characteristic or measure of a population

Statistic:

A characteristic or measure of a sample - collect statistics from sample data in order to estimate population parameters

The functions of data analysis "match up" with: A) the types of problems B) the types of research objectives C) the types of type I errors D) the types of type II errors E) the types of type III errors

B) the types of research objectives

Which type of question has no natural order to the response categories?

Categorical

Very expensive and difficult to do?

Cluster sampling

Commonly used sampling frames:

Customer databases Telephone directories Lists developed by data compilers

Problems exist with secondary data because:

Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

Compare and contract exploratory, descriptive, and causal research. Which approach is the best?

Essay Question

What is a theory and a hypothesis, and what role do they play in marketing research?

Essay Questions

Selective coding

Ex: black Friday shopping research about social aspect not the "deals of Black Friday

If the means of two groups are the same, then the underlying distributions of the two groups must also be the same.

False

If you want to change your GPA (independent variable), you must change certain dependent variables such as the amount of time devoted to study, class attendance, reading your text, and listening while in class.

False (dependent variable)

What is the most important question you should ask when making a survey?

How will I analyze the data?

Your client provided you with salary data of their employees and asked you to help determine whether their male employees (mean = $85,148) tend to make more money than female employees (mean = $84,996). To answer to the question, you would most likely run a(n):

Intendent sample T-test

What scales are useful when calculating mean?

Interval and ratio

Which measures are continuous?

Interval and ratio

Precision and confidence are ...

Inversely related: as one increases the other decreases, all else equal

Which of the following is true of an ordinal scale?

It allows responses to be rank-ordered in a hierarchical pattern.

Most important skill of a qualitative researcher??

Listening

where is the Census Bureau used?

NIACS

Which measures are categorical?

Nominal and ordinal

When do we use the proportion formula for sample size calculation?

Nominal and ordinal scales

Which of the following illustrates the abuse of respondents in marketing research?

Not providing the promised incentive for completing interviews or questionnaires

The choice of the type of research design depends largely on:

Objectives of the research

Which of the following is an unethical practice of research users?

Obtaining first drafts of questionnaires from research providers and using the information to perform the research project themselves

Scales of measurement

Ratio Interval Ordinal Nominal

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:

Ratio scale

Sample (n):

Selection of a subset of elements from a larger group of objects - want n to be as large as possible (closer to N) in order to eliminate errors

When the researcher must extract meaning from open-ended responses, the results are:

Subjective

Precision:

The degree of error in an estimate of a population parameter

Confidence:

The degree to which one can feel confident that an estimate approximates the true value

The type of research characterized by collecting, analyzing, and interpreting data by observing what people do or say is qualitative research.

True

What is the post-hoc test we use?

Tukey-test

What percentages should always be worked with by researchers:

VALID percentages

a) 1.339

In a data set, there is variable that measures each respondents purchase quantity of yogurt per week. The value of purchase quantity is "12, 0, 0, 1, 1, 1, 6, 10, 11." What is the mean? a) 4.66 b) 1 c) 42 d) 6.421 e) none of the above

a) 4.66

In which of the following relationships is "deal proneness" a dependent variable?

a) Deal proneness is predicted by a person's household income

Which of the following symbols represents the measurement of the dependent variable? a) O b) X c) C d) M e) none of the above

a) O

Which of the following is the formula for computing the R-square? a) R^2 = (explained sum of squares/total sum of squares) = (explained variation/total variation) b) R^2 = 1-(explained variation/total variation) c) R^2 = sqrt ((explained variation/total variation)) d) R^2= -sqrt ((explained variation/total variation)) e) None of the above

a) R^2 = (explained sum of squares/total sum of squares) = (explained variation/total variation)

A procedure for ensuring that the change in the dependent variable may be solely attributed to the change in the independent variable is called: a) an experimental design b) a variable design c) a procedural design d) a design procedure e) a change procedure

a) an experimental design

A researcher is interested in analyzing two nominal variables to determine if the observed pattern of frequency corresponds to the expected pattern. The appropriate statistical technique is a) chi-square test b) t-test for one mean c) t-test for two means d) z-test e) none of the above

a) chi-square test

The null hypothesis for a correlation states that: a) the population correlation coefficient is equal to zero. b) the population correlation coefficient is +1. c) the population correlation coefficient is -1 d) the population correlation coefficient is ±1. e) the population correlation coefficient is positive.

a) the population correlation coefficient is equal to zero.

In a data set, there is variable that measures each respondents purchase quantity of yogurt per week. The value of purchase quantity is "12, 0, 0, 1, 1, 1, 6, 10, 11." What is the mode? a) 4.66 b) 1 c) 42 d) 6.421 e) none of the above

b) 1

Select the question that can be answered through experiments. a) Do adults in the western US consumer more 100% fruit drinks than those in the Northeast? b) Will one brand name produce higher level-of-satisfaction reports than another brand name? c) Do consumers purchase more chicken per capita on a retail weight basis now than they did two years ago? d) Does the average two-person household purchase more than $65 worth of groceries a week? e) A and C.

b) Will one brand name produce higher level-of-satisfaction reports than another brand name?

When the scale type is ordinal the appropriate measure of central tendency is: a) mode b) mode or median c) mean d) ordinal mean e) all of the above

b) mode or median

If the intercept is found to be 2 and the slope is found to be 5 in a regression result formula, then: a) y=2+3x b) y=2+5x c) x=2+5y d) x=2+3y e) y=a+2(5)

b) y=2+5x

Social desirability

be trusting

c) 48%

A firm will follow a particular advertising strategy if the resultant expected sales are more than 20,000 units. The correct hypotheses for this decision rule are: __________ . a) H0: mu = 20,000; H1: mu= 20,000 b) H0: mu = 20,000; H1: mu < 20,000 c) H0: mu = 20,000; H1: mu > 20,000 d) H0: mu = 20,000; H1: mu /= 20,000 e) H0: mu => 20,000; H1: mu < 20,000

c) H0: mu = 20,000; H1: mu > 20,000

Which of the following is NOT true regarding the independent variable in regression analysis? a) It is used to predict the dependent variable. b) It is the X's in the regression formula. c) It is predicted by the dependent variable. d) There is no cause-and-effect relationship between the dependent and the independent variables. e) None of the above.

c) It is predicted by the dependent variable.

When the scale type is interval or ratio, the appropriate measure of central tendency is: a) mode b) median c) mean d) interval (or ratio) mode e) all of the above

c) mean

What would you use to summarize a categorical variable? a) categorical summarization analyses b) mode and average c) mode and frequency or percentage d) standard deviation e) none of the above; you cannot summarize categorical variables

c) mode and frequency or percentage

If you have more than one independent variable in the regression analysis, you are running: a) bivariate regression b) single variable analysis c) multivariate regression analysis d) polyvariable regression e) none of the above; you cannot enter more than one independent variable in the regression analysis

c) multivariate regression analysis

When are laboratory experiments desirable? a) when the sample should be representative of the population to which the results are generalized. b) when the experiment's context and conduct are natural so that the subjects behave realistically. c) when the intent of the experiment is to achieve high levels of internal validity. d) when the intent of the experiment is to achieve high levels of external validity. e) Laboratory experiments are never desirable; they are used when field experiments are too costly.

c) when the intent of the experiment is to achieve high levels of internal validity.

identify cause and effect relationships

causal research

a type of sampling plan in which data are collected from or about each member of a population

census

which of the following is a probability sampel

cluster sample

Unlike descriptive research, causal research requires researchers to

collect data using experimental designs.

A(n) ________ is an unobservable, abstract concept that is measured indirectly by a group of related variables.

construct

investigation involving a sample of elements selected from the population of interest that are measured at a single point in time (con: only get a snapshot of one point in time of a particular group of people; pro: doesn't take much time)

cross-sectional study

When a variable exerts influence on the dependent variable and is not an independent variable we refer to it as a(an): a) influencing variable b) unwanted variable c) complex variable d) extraneous variable e) reliable variable

d) extraneous variable

For purposes of comparison, we can convert the frequency by dividing the frequency of each value by the total number of observations, which results in the: a) mean b) variable c) count d) percentage e) standard deviation

d) percentage

In the formula for a straight line, the b stands for the ________. a) intercept b) dependent variable c) independent variable d) slope e) predicted variable

d) slope

the process of providing appropriate information to respondents after data has been collected using disguise

debriefing

key issues of collecting information by communication

degree of structure, degree of disguise and method of administration (personal interview, online survey, etc.)

key issues for collecting observational data

degree of structure, degree of disguise, setting, method of administration (human and mechanical

dependent vs indenpendednt

dependent: variable you are testing independent: variable chosen by the researcher for comparison purposes to test with the dependent

what kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or to the extent to which two variables are related

descriptive

Which type of marketing research addresses who, what, when, where, why, and how questions?

descriptive research

Proxemics

distance between two people

A ________ is a prediction about the population value based on prior knowledge, assumptions, or intuition. a) theory b) test c) specification d) marketing guess e) hypothesis

e) hypothesis

Lab experiment are primarily distinguished from field experiments by a) their manipulation variables b) their cost c) their validity d) their control e) their environments

e) their environments

pros and cons of online survey

email lists and panels are readily available, but its difficult to know who you are really contacting, response rates are often very low, good flexibility, visuals and complex material possible, usually quick and inexpensive

Office error:

error due to data editing, coding, or analysis errors

Population

everyone

Most important part of paper?

executive summary

Response categories must be ...

exhaustive and mutually exclusive - "check all that apply option"

Hardest items to code:

exploratory open-ended

When are proportion formulas used?

for categorical variables - nominal - ordinal

disadvantages of high structure

greater reliability or consistency of the answers obtained, fixed-alternative questions could encourage misleading answers

Focus Group

group of people consisting of 4 to 8 participants led by a moderator in an in-depth discussion of one particular topic or concept

individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place

human observation

Servicescapes

in services the physical surrondings

Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of:

independent variables

What is marketing research?

information

briefly describe the purpose of research; outline the main topics of interest or primary research questions; include more detailed open-ended questions for under each general topic of interest, can add probing questions if needed

interview protocol

lifestyle for marketers

lifestyle analysis rests on the premise that a company can plan more effective strategies to reach its target marketing if it knows more about the customers lifestyle

Boolean Logic

logical relationships between words in a search "and" "or" "not"

Field edit

looking for obvious errors such as incomplete surveys, wrong sample, or straight-lining reuslts

Open coding

main themes found in transcipts

Stereotype

making an assumption about a population with no research

fixed-alternative questions would be inappropriate for securing information about respondents'

motivations in husband-wife interactions over purchase decisions

types of observation

non-participant and participant

data validation

o determine whether a survey's interviews or observations were conducted correctly and are free of fraud and bias

pros of observation

objectivity and accuracy

Participant observation

observing yourself as well as others in an environment

a characteristic or measure of a population

parameter

participating in the culture or activity in question, considering personal behaviors, interactions, perspectives and attitudes related to the research objectives

participant (e.g. anthropologic and ethnographic research)

Sample

people you actually survey/ interview

close-ended questions:

pre-determined responses to choose from - restricted answers may not relate to respondents - "don't know" option

Bias

purposely making yourself look better at the expense of someone else

Accuracy

results were wrong

data that allow researchers to link together purchase behavior, household characteristics and advertising exposure at the household level

single-source data

secondary data collected by companies that sell the data to multiple companies, allowing the costs of collecting, editing, coding and analyzing them to be shared. The data are standardized so that they can be used by multiple companies rather than customized for a specific company

standardized marketing information

Pearson correlation coefficent

statistical measure of the strength of a linear relationship between two metric relationships

the degree of standardization used with the data collection instrument

structure

Normal statistics

testing the normal curve

Cross researcher reliability

text and images coded similarly amoung different researchers

In calculating the Pearson correlation coefficient, we assume that

the variables have been measured using interval- or ratio-scaled measures.

Where is a good source to begin secondary research?

themes found in qualitative research

which of the following statements is true about the problems that commonly arise with secondary data

they are not totally accurate and they do not completely fit the problem

What is the goal in terms of error:

to decrease overall error, not any one source of error

Leading question:

- a question that indicates to respondents what answers they ought to provide - accidental or intentional by researchers

Blunder:

- an error that arises during editing, coding, or data entry - blunders are usually due to researcher carelessness

Split-ballot technique:

- combats response order bias - researchers use multiple versions of a survey with different wordings of items or different orders of response options

Multivariate and categorical:

- cross tabulation - Pearson chi-square test of independence - Independent samples t-test for means

Univariate and Continuous:

- descriptive statistics - confidence interval for MEAN - one-sample t-test

Univariate and Categorical:

- frequency analysis - confidence interval for PROPORTION - chi-square goodness-of-ft test

Types of nonresponse errors:

- noncoverage - nonresponse - response - office

Multivariate and continuous:

- paired sample t-test for means - correlation coefficient - regression analysis

Why might response errors occur?

- respondent doesn't understand the question - respondent doesn't know the answer - respondent doesn't want to respond truthfully - the wording of the question or situation may be biased

How to improve response rates: consideration

- respondents interest in the topic - survey length - guarantee of confidentiality or anonymity - interviewer characteristics and training - personalization - response incentives - follow-up surveys

How to identify blunders:

- run frequency analysis on all variables - check a sample of questionnaires against the data file - double-entry of data

Double-barreled questions:

- two questions in one - Ex: how satisfied were you with the quality AND service of the restaurant?

Uses of frequency analysis:

- univariate categorical analysis - identify blunders and cases with excessive item nonresponse - identify outliers - identify the median

Ambiguous questions:

- words that mean different things to different people - Ex: often, sometimes, occasionally, etc. - instead allow respondents to provide an actual answer

Coding open-ended items:

-Factual open-ended items are highly structured and easy to code -Exploratory open-ended items are less structured and allow for multiple responses making it more difficult to code

Symptom v Problem

-Symptom: surface understanding of a phenomena -Problem: underlying cause

10 steps of procedure for developing a questionnaire:

1. Specify what information will be sought 2. Determine the method of administration 3. determine the content of individual questions 4. Determine form of response to each question 5. Determine wording of each question 6. Prepare dummy tables 7. Determine question sequence 8. Determine the appearance of questionnaire 9. Develop recruiting message or script 10. Reexamine steps 1-9

Which of the following types of scales asks the respondent to state his or her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?

A Likert scale

Quota sample:

A nonprobability sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of elements with the characteristics in the target population - look at PP example

Convenience sample:

A nonprobability sample in which population elements are included in the sample bc they are readily available - "accidental" sampling (samples are in the right place at the right time) - easy to conduct, but no way of knowing if the sample is representative of the population

Judgement sample:

A nonprobability sample in which the sample elements are handpicked because they are expected to serve the research purpose - Example: snowball sample

Probability sample:

A sample in which each target population element has a known, nonzero chance of being included in the sample Types: - simple random - systematic - stratified - cluster (including area)

Nonprobability sample:

A sample that relies on personal judgement in the element selection process - sampling error cannot be calculated - Examples: convenience, judgement, quota

Counterbiasing statement:

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual

Why use probability sampling?

Bc the analyst can statistically assess the level of sampling error and make projections to the population

A researcher may be investigating credit card usage and may want to see if high-income earners differ from moderate-income earners in how often they use American Express. What type of analysis might the researcher choose to compare expenditures by high-income earners versus moderate-income earners?

Difference analysis

Sampling error:

Difference between results obtained from a sample and the results that would have been obtained had info been gathered from or about every member of the population - decreased by increasing sample size - can be estimated - usually less troublesome than other kinds of errors

________ is flexible in that it allows the researcher to investigate whatever sources he or she identifies and to the extent he or she feels is necessary to gain an understanding of the problem at hand.

Exploratory

Which of the following helps generate insights that will help define the problem situation confronting a researcher?

Exploratory research

Marketing research guarantees success??

FALSE

An experiment can have only one independent variable.

False

Answers that involve yes-no, agree-disagree, or any other instance in which the descriptors cannot be differentiated except qualitatively, are examples of ordinal measures

False

Concept testing is a form of pricing research

False

For interval scales, it is not possible to calculate the mean and standard deviation.

False

If the estimated standard deviation is large, the responses in a distribution of numbers are close to the mean of the distribution.

False

Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to increase investor's returns.

False

Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem is called causal research.

False

Concept testing is a form of pricing research.

False - Product Research

A researcher accumulates the gender of each respondent. Which of the following descriptive statistic would he or she likely use?

Frequency and/or percentage distribution

In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research?

Generating, refining, and evaluating potential marketing actions

Null hypothesis:

H0: the hypothesis that a proposed result is not true for the population

Alternative hypothesis:

Ha or H1: the hypothesis that a proposed result is true for the population

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n):

Hypothesis

Correlation ...

IS NOT causation

A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of:

Identification of an opportunity

The Pearson product-moment correlation requires that the data be measured on at least a ____ scale.

Interval

Which type of question has response options placed in a clear order and the distance between the response options are assumed to be the same?

Interval

Which of the following is true about research based on a sample?

It involves a small number of members of a target population from which a researcher collects data.

The research process is...?

Iterative (repetitive)

With a nominal scale, the ________ is the appropriate measure of central tendency, and variation must be assessed by looking at the distribution of responses across the various response categories.

Mode

Pie chart work best with...?

Nominal/categorical data

Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to:

Promotion Research

Which of the following statements is true of qualitative research methods?

Qualitative researchers usually collect detailed data from relatively small samples by asking questions.

What is ethics all about?

Respect

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

Reveal consumer needs, motives, perceptions, and attitudes

________ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected.

Simple random

What is a measure of the differences of all observations from the mean, expressed as a single number?

Standard deviation

The set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter is called:

Statistical inference

Before polling the students of the Scion School of Business, a researcher divides all the current students into groups based on their class standing, such as freshmen, sophomores, and so on. Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the school. Which of the following sampling methods is the researcher practicing?

Stratified random sampling

While studying the relationship between advertising and sales growth, a researcher determines that the relationship is sometimes weak and at other times moderate. This variation from one situation to another is the variation in the ________ of the relationship between advertising and sales growth.

Strength of association

________ data are market research data that are collected, packaged, and sold to many different firms.

Syndicated

Sampling frame:

The list of population elements from which a sample will be drawn - geographical areas, institutions, individuals, or other units

Bob conducts a statistical test and receives a p value of .0005. Based on this information, what can we say about the statistical test Bob calculated?

The test is statistically significant

Which of the following is true of independent variables?

Their values are directly manipulated by a researcher.

Which of the following statements is true of hypotheses?

They are developed prior to data collection.

Ordinal scales indicate only relative size differences among objects: greater than, less than, or equal to.

True

Ratio scale measures are ones in which a true zero origin exists.

True

Ray Kroc, the milkshake machine salesman who created McDonald's, observed that restaurants in San Bernardino, California, run by the McDonald brothers were so busy they burned up more milkshake machines than any of his other customers. Kroc took that observation and turned it into the world-famous fast-food chain. This is an example of exploratory research.

True

There are common categories of objectives. One of these includes testing hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty).

True

When Walmart was designing Walmart To Go, the retailer's online service that offers delivery or pick-up services in select markets, management had several service options available to offer customers and needed to know more about today's shopper. This is an example of using the market research system to design a marketing research study to address a specific situation facing the company.

True

Multivariate analysis allows researchers ...

a closer look at their data than possible in univariate analyses

Pearson chi-square test of independence:

a commonly used statistic for testing H0 that CATEGORICAL variables are independent of one another

Frequency analysis:

a count of the number of cases that fall into each of the response categories

Histogram:

a form of a bar chart on which the values of the variable are placed along the x-axis and the absolute or relative frequency of the values is shown on the y-axis

A conceptual model becomes a theoretical model when

a literature review or exploratory research is sufficient to support the model's pictured relationships between variables.

behavior for marketers

a marketing researcher investigating behavior would be interested in a description of the activity and its various components

Sample standard deviation:

a measure of the variation of responses on a variable - the square root of the calculated variance on a variable (s)

Coefficient of multiple determination (r squared):

a measure representing the relative proportion of the total variation in the dependent variable that can be explained or accounted for by the fitted regression equation

Recording error:

a mistake made in a journal entry by humans or machines

cross tabulation:

a multivariate technique used for studying the relationship between two or more categorical variables - considers the joint distribution of sample elements across variables

Simple random sampling:

a probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample

Confidence interval:

a projection of the range within which a population parameter will lie at a given level of confidence, based on a statistic obtained from a probabilistic sample - categorical measures

Filtering question:

a question that is used to determine if the respondent is likely to possess the knowledge being sought - does an individual qualify as a member of the defined population?

Branching question:

a question that routes people to different survey items based on their respones

which of the following is an example of the communication method of obtaining data?

a researcher measures consumer attitudes by means of subjects' responses to a questionnaire

Banner:

a series of cross tabulations between an outcome, or independent variable, and several (sometimes many) explanatory variables in a single table

Item nonresponse:

a source of error that arises when a respondent agrees to an interview but refuses, or is unable, to answer specific questions

Pearson product-moment correlation coefficient:

a statistic that indicates the degree of linear association between two continuous variables - ranges from -1 to +1

Chi-square goodness-of-fit test:

a statistical test to determine whether some observed patter of frequencies corresponds to an expected pattern

Independent samples t-test for means:

a technique commonly used to determine whether two groups differ on some characteristic assessed on a continuous measure Ex: satisfaction rates, men v women

Paired sample t-test:

a technique for comparing two means when scores for both variables are proved by the same sample Ex: before and after measures

Recall loss:

a type of error caused by a respondent's forgetting that an event happened at all

Telescoping error:

a type of error resulting from the fact that most people remember an event as having occurred more recently than it did

Census:

a type of sampling plan in which data are collected from or about each member of a population - entire population

a) -27673

a) 10%

a) 123.7

a) 2.67

a) 28757

a) 2;14

a) 30179

a) 5352

a) H0: Rxy = 0; H1: Rxy > 0

a) H0: pi = 0.5; H1: pi > 0.5

Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. if the average price of Pepsi 12-pack is $5 and the average sales of Pepsi 12-pack is 80000, what can we learn from the own price elasticity of Pepsi 12-pack? a) Pepsi 12-pack is price elastic; an increase in price will reduce its revenue. b) Pepsi 12-pack is price inelastic; an increase in price will reduce its revenue. c) Pepsi 12-pack is price elastic; an increase in price will improve its revenue. d) Pepsi 12-pack is inelastic; an increase in price will improve its revenue. e) Pepsi 12=pack has unitary price elasticity; an change in price has no impact on its revenue.

a) Pepsi 12-pack is price elastic; an increase in price will reduce its revenue.

The manager of the local Jimmy John's store is interested in understanding whether sales are positively associated with customer satisfaction. If so, she wants to allocate more dollars on improving customer satisfaction. She collected monthly customer satisfaction (X) and monthly sales (Y) for consecutive 6 months. She finds that -the covariance between customer satisfaction and sales is 4 (Sxy = 4) -the standard deviation of customer satisfaction is 2.5 (Sx = 2.5) -the standard deviation of customer satisfaction is 2 ( Sy=2) Based on the t table at the end this study guide, should the manager of the local Jimmy a) She should spend more on improving customer satisfaction because we find statistical evidence that customer satisfaction is positively associated with sales. b) She should NOT spend more on improving customer satisfaction although we find statistical evidence that customer satisfaction is positively associated with sales. c) She should NOT spend more on improving customer satisfaction because we do not find statistical evidence that customer satisfaction is positively associated with sales. d) She should NOT spend more on improving customer satisfaction because customer satisfaction is negatively associated sales. e) We do not have enough information to make the decision.

a) She should spend more on improving customer satisfaction because we find statistical evidence that customer satisfaction is positively associated with sales.

A large clothing manufacturer plans to introduce a new line of sports clothes for women if preliminary market research shows that more than 50% of the population is favorably impressed by the new line. Five hundred women were surveyed; 265 of the women were favorably impressed. The research manager wants to test the hypothesis at the 0.05 significance level. The t-value with degree of freedom as 499 associated with this significance level is 1.647. Based on the t-statistic, what finding do we have? a) The clothing manufacturer should NOT introduce a new line of sports clothes because there is NO statistical evidence that more than 50% of the population is favorably impressed by the new line. b) The clothing manufacturer should introduce a new line of sports clothes because there is statistical evidence that more than 50% of the population is favorably impressed by the new line. c) The clothing manufacturer should NOT introduce a new line of sports clothes because there is statistical evidence that more than 50% of the population is favorably impressed by the new line. d) The clothing manufacturer should introduce a new line of sports clothes because there is NO statistical evidence that more than 50% of the population is favorably impressed by the new line. e) None of the above

a) The clothing manufacturer should NOT introduce a new line of sports clothes because there is NO statistical evidence that more than 50% of the population is favorably impressed by the new line.

Use the following information for the next three questions. The table shows the number of men in each category, based on a study of 200 men. Weight or Adult Male in Pounds x Calories Consumed per Day If the critical chi-square value at the p-value equal to 0.05 is 15.78, what can we find from the above table? a) There is statistical evidence that higher weight is associated with more calorie consumption. b) There is statistical evidence that higher weight is associated with less calorie consumption. c) There is NO statistical evidence that higher weight is associated with more calorie consumption. d) It is impossible to generate any findings from the above table. e) None of the above.

a) There is statistical evidence that higher weight is associated with more calorie consumption.

The intersection of a row and column in a cross-tabulation table is called: a) a cross-tabulation cell b) a dangerous intersection c) a chi-square d) a cross-cell interaction e) a row box

a) a cross-tabulation cell

A table that contains the raw counts of various relationships possible in a cross-tabulation is called: a) a frequency table b) a possibility table c) a Boolean possibility table d) a frequent Boolean possibility table e) a stacked bar table

a) a frequency table

In multiple regression, you must test for the significance of the betas for each of the independent variables. You would do this by looking for: a) a t test for each independent variable b) an ANOVA for each independent variable c) a alpha level for each independent variable d) a non-linear beta weight for each independent variable e) a R for each independent variable

a) a t test for each independent variable

If we had data that shows the percentage of persons in the population who expect to live until one of the following categories: 61-70, 71-80, 81-90, 91-100, and over 100, the pie chart would be: a) an effective visual aid for displaying age range percentages b) less preferable than a bar chart because a pie chart does not show relative sizes of response categories c) less preferable because percentages should not be used to display data having to do with age, a metric variable d) less preferable than a scatterplot diagram because the age segments represent categories e) less preferable than using a logarithmic scale because age is not a linear variable

a) an effective visual aid for displaying age range percentages

Pontiac wants to know what types of persons respond favorably to proposed style changes in the Firebird. Frito-Lay wants to know what kinds of people buy from the Frito-Lay line. These are questions that may be answered through: a) association or relationship analysis b) chi-square analysis c) correlation analysis d) analysis of variance e) regression analysis

a) association or relationship analysis

Researchers found that dog and cat owners differ in lifestyle from non-owners; dog and cat owners are more adventurous, independent, and enjoy life more than the non-owners. What type of analysis was used to determine such a relationship? a) association or relationship analysis b) predictive analysis c) predictive or relationship analysis d) analysis of variance e) canine/feline regression analysis

a) association or relationship analysis

The advertising director in your firm announced her resignation this morning to take another job, and she is leaving this afternoon. Your boss has asked you to take charge of advertising. Unfortunately, you learn the former director was just beginning planning for an upcoming promotion of one of the company's new products. Your immediate decision is to determine a brand name for the product. As the former director leaves, she stops by to drop off some marketing research reports she had just received, which includes several tests on brand names that were proposed for the new brand. The research company tested 30 potential brand names. For each brand name they collected data on a number of variables such as "intention to purchase" and "attitude toward the brand name." All these variables were collected using 5-point intensity continuum scales. Thus, all the variables possess an interval level of measurement. Just focusing on the two variables mentioned ("intention to purchase" and "attitude toward the brand name"), what type of analysis would you conduct to help you make the decision? a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions. b) differences analysis between the question that asks if they will join and each one of the remaining questions. c) predictive analysis between the question that asks if they will join and each one of the remaining questions. d) determinant analysis between the question that asks if they will join and each one of the remaining questions. e) None of the above; there is no analysis that will help identify which of these issues are related to rejoining the SMA.

a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions.

You are an officer in you college's Student Marketing Association. You are looking for ways to ensure that members will join again the following year. Students tend to join for one semester or one year and then drop out. You decide to take a simple random sample of this year's members and give them a survey. One of the questions asks: Will you join the SMA next semester? Yes, No, Don't Know. Another question asks respondents to check all the following that they feel provides them with "value" by virtue of being in the SMA: free food at meetings, getting to socialize in a relaxed setting with fellow classmates, learning about businesses through the guest speaker program, getting job search information through the organization's "Career Search" program, and getting to know your professors on a more personal basis. You want to know which one(s) of these are related to whether or not students will join the SMA in the next semester. What analysis should you run? a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions. b) differences analysis between the question that asks if they will join and each one of the remaining questions. c) predictive analysis between the question that asks if they will join and each one of the remaining questions. d) determinant analysis between the question that asks if they will join and each one of the remaining questions. e) None of the above; there is no analysis that will help identify which of these issues are related to rejoining the SMA.

a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions.

Which of the following is appropriate when the research objective is description? a) averages b) hypothesis test c) chi-square test d) correlation analysis e) regression analysis

a) averages

________ is the examination of frequency for two nominal or ordinal variables in a cross- tabulation table to determine whether the variables have a significant relationship. a) chi-square analysis b) correlation c) t-test d) regression e) z-test

a) chi-square analysis

When computing standard error, if the sample size increases while the variability remains the same, then the standard error: a) decreases b) increases c) remains the same d) is about average e) none of the above; there is no such thing as standard error

a) decreases

Computing the average number of dollars college students have on their credit card balances exemplifies: a) description b) inference c) comparing differences d) finding relationships e) type III error

a) description

When making a comparison between two segments of respondents to determine whether or not they are statistically different, in concept, the researcher is considering the two segments as two: a) different populations b) different answers c) different tests d) common segments e) related segments

a) different populations

A toy store owner is interested in knowing, at the 5% level of significance (you can check the t table at the end of the study guide), whether parents spend greater than $100 on toys per visit to her store or not. In this case, the owner has a null hypothesis that " parents spend exactly $100 on toys per visit to her store " and an alternative hypothesis "parents spend greater than $100 on toys per visit to her store." A sample is taken and calculate the z value as 1.7. Based on the statistical result, we should: a) fail to reject the null hypothesis. b) do not support the hypothesis. c) accept the alternative hypothesis. d) immediately take another sample. e) try to take another sample in another toy store.

a) fail to reject the null hypothesis.

Thinking of a standard deviation and the shape of the distribution, the distribution is "stretched out at both ends" (dispersed) when the standard deviation is: a) high b) moderate c) low d) very high e) none of the above; the two concepts are not related

a) high

Tommy Prothro, a marketing manager for Golden Snack Bars, has commissioned marketing research to determine if one recipe of snack bar is superior to another recipe. More than 400 persons who were "snack bar eaters" were involved in taste tests and, after tasting both recipes, they were asked which recipe they would purchase the next time they purchased snack bars. Tommy is now looking at the data and he sees that recipe A had 53 percent stating a preference whereas recipe B had 47 percent. Tommy's brand manager felt this was "significant" evidence that the firm should produce recipe A. But Tommy wanted more evidence so he asked the research firm to run a test to determine if there was a significant difference between the two recipes. By doing this, Tommy would get information that would allow him to determine: a) if there are real differences between the two recipes preferences in the population. b) if there are any issues in the data collection. c) the number of consumers in each target market preferring recipe A versus B. d) whether or not the statisticians in the research firm agree with his brand manager. e) None of the above; there is no statistical test to determine significant differences between two percentages.

a) if there are real differences between the two recipes preferences in the population.

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables? a) laboratory experiment b) field experiment c) extraneous experiment d) government experiment e) art-con experiment

a) laboratory experiment

The stronger a relationship the: a) larger the absolute size of the correlation coefficient b) larger the strength coefficient c) closer to zero is the correlation coefficient d) larger, positive size of the correlation coefficient e) larger the beta

a) larger the absolute size of the correlation coefficient

If we were to graph two variables, let's say, height (in inches) and GPA, and the graph showed points scattered about in a formless shape, we could say there is: a) likely no significant association between height and GPA b) likely a positive association between height and GPA c) likely a negative association between height and GPA d) a need to re-graph the data e) likely a curvilinear association between height and GPA

a) likely no significant association between height and GPA

What would you use to summarize an interval or ratio data? a) mean, range, standard deviation b) mode, range, standard deviation c) mean, frequency or percentage distribution d) mean, frequency and standard deviation e) none of the above; you cannot summarize interval or ratio data

a) mean, range, standard deviation

When the scale type is nominal the appropriate measure of central tendency is: a) mode b) median c) mean d) nominal mean e) all of the above

a) mode

________ are the totals observed by counting the number of respondents who are in each cross-tabulation cell. a) observed frequency b) expected frequency c) cell column totals d) cell row totals e) grand totals

a) observed frequency

Kroger is interested in the weekly spending of its customers who joined the loyalty program. If these loyal customers spend more than $200 per week, then it will be profitable to maintain the loyalty program. Kroger collects a sample of loyal customers with the sample size as 25. The average weekly spending in the sample is $220. The sample standard deviation is 15. What test is appropriate for answering the above research question? a) one-segment one-tailed t-test b) two-segment one-tailed t-test c) one-segment one-tailed z-test d) two-segment two-tailed t-test e) two-segment one-tailed z-test

a) one-segment one-tailed t-test

In the authors' step-by-step approach to the presentation of hypothesis tests, the first step is: a) state the hypothesis b) by performing appropriate hypothesis test computations, state if the hypothesis is supported or not supported c) test the hypothesis only on variables that are metric d) if the hypothesis is not supported, compute confidence intervals to provide the client with the appropriate confidence intervals e) none of the above; there is no step-by-step approach to the presentation of the hypothesis test.

a) state the hypothesis

In a bar chart depicting a frequency distribution, "high dispersion" is noted when: a) the bars are roughly equal b) one bar is much larger than all the other bars c) two or more bars are much larger than all the other bars d) the bars are divided into sub-bars e) none of the above; a bar chart cannot show dispersion

a) the bars are roughly equal

In the formula for a straight line, the slope is defined as: a) the change in y for any 1-unit increase in x b) where the line cuts the y axis when x = 0 c) the variable used to predict the dependent variable d) the dependent variable e) the predicted variable

a) the change in y for any 1-unit increase in x

Consider the Pretest-Posttest with Control Group design, (R) O1 X O2 (R) O3 O4 The difference O2-O1 reflects a) the effects of the extraneous influences plus the treatment effect. b) the difference between the control group and the experimental group c) the change in attitude of the subject d) the interactive effect of testing. e) the effect of the treatment effect.

a) the effects of the extraneous influences plus the treatment effect.

Consider the Pretest-Posttest with Control Group design, (R) O1 X O2 (R) O3 O4 The difference O4-O3 reflects a) the effects of the extraneous influences. b) the difference between the control group and the experimental group c) the change in attitude of the subject d) the interactive effect of testing. e) the effect of the treatment effect.

a) the effects of the extraneous influences.

A researcher had calculated the sample chi-square statistic to be equal to χ2 = 7.71. For a significance level of 0.05, the critical value of the chi-square statistic is 7.78. The appropriate conclusion is that a) the null hypothesis should not be rejected. b) the null hypothesis should be rejected. c) the null hypothesis should be accepted. d) A and C are correct. e) A and B are correct.

a) the null hypothesis should not be rejected.

The logic of the chi-square test would argue that, for a significant relationship to exist: a) there should be large differences between the observed and expected frequency b) there should be few differences between the observed and expected frequency c) there should be no differences between the observed and expected frequency d) there should be negative differences between the observed and expected frequency e) there should be only one difference between the observed and expected frequency

a) there should be large differences between the observed and expected frequency

Which of the following is a good description of causality? a) understanding a phenomenon in terms of conditional statements of the form "x leads to y." b) a very casual understanding of a topic c) understanding a phenomenon in terms of two phenomena occurring at the same time d) understanding of two phenomena that never occur at the same time e) none of the above

a) understanding a phenomenon in terms of conditional statements of the form "x leads to y."

Population (N):

all cases that meet designated specifications for membership in the group - researchers must be very clear in defining the target population

covariation

amount of change in one variable that is consistently related to the change in another variable of interest

Unstated alternatives:

an alternative answer that is not expressed in a question's options

Response order bias:

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented

Response rate serves as ...

an indicator of the overall quality of the data collection effort - strive for highest possible RR

Attitude

an individuals preference, inclination, views or feelings toward some "thing"

exploratory research for capitol brewing indicates that sales for dark lager are down for all breweries across the country. This is an example of which kind of problem?

an industry problem

Outlier:

an observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case

univariate analysis:

analysis involving individual variables

multivariate analysis:

analysis involving multiple variables

Anytime you see what word is it a double barreled question?

and

Secondary research

anything you do NOT collect yourself

An important step in the problem definition process involves ________, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions.

assessing the existing information state

Coding

assigning numerical value to survey responses

curvelinear relationship

association between two variables whereby the strength and direction of their relationships changes over the range of both vairables

linear relationship

association between two variables whereby the strength and nature of the relationship remains the same over the range of both variablews

Generalization

assuming your population is similar to your sample

Hypotheses (educated guess)

assumptions or theories that a researchers or manager makes about some characteristic or the population under study

Demographics go where on a survey?

at the end

how can observations help with exploratory and descriptive research

attitude and behavior

how can communications help with exploratory and descriptive research?

attitude, awareness, intentions, motivation

The three most common research tasks in integrated marketing communications are advertising effectiveness studies, sales tracking, and ____________.

attitudinal research.

standard deviation

average distance of the distribution values from the mean

variance

average squared deviation

Listed below are several correlation coefficients and their respective p-value. If we use 0.05 as the level of significance, which correlation coefficient demonstrates an association that is significant? a) .22; .06 b) .75; .04 c) .32, .15 d) .76, .95 e) .05, 1.00

b) .75; .04

b) 0.0224

In a data set, there is variable that measures each respondents purchase quantity of yogurt per week. The value of purchase quantity is "12, 0, 0, 1, 1, 1, 6, 10, 11." What is the median? a) 4.66 b) 1 c) 42 d) 6.421 e) none of the above

b) 1

Use the following information for the next three questions. The table shows the number of men in each category, based on a study of 200 men. Weight or Adult Male in Pounds x Calories Consumed per Day Based on the above information, calculate the expected number of adult males who weigh over 200lbs and consume 3,000 or more calories per day. a) 40 b) 15 c) 55 d) 20 e) none of the above

b) 15

A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A, B, and C. Over the years the percentages sold of each fabric are 50,35, and 15, respectively. Recently, the manufacturer began producing running suits from the same three fabrics. During the first three months of production, the company received orders for 6,600 suits made from fabric A, 3,000 from fabric B, and 2,400 from fabric C. What is the value of the test statistic (based on the answer to the previous question) useful for determining how well the pattern of sales of the new running suit correspond to the expected pattern? a) 136.2 b) 272.5 c) 0.973 d) 422.1 e) none of the above

b) 272.5

A t-statistic has been calculated in order to test the significance of the coefficient from a regression analysis. The analysis was based on a sample size of 50. What is the degree of freedom associated with the t-test? a) 50 b) 48 c) 49 d) 47 e) none of the above

b) 48

The principle that guides the framing of a null hypothesis is: a) One either rejects or accepts the null hypothesis on the basis of the evidence at hand. b) A null hypothesis may be rejected but can never be accepted. c) One must always reject the null hypothesis unless the evidence is convincingly (determined by the level of significance) to the contrary. d) One must always accept the null hypothesis unless the evidence is convincingly (determined by the level of significance) to the contrary. e) There is no guiding scientific principle and the analyst should frame them as he or she sees fit.

b) A null hypothesis may be rejected but can never be accepted.

If you were gathering information from those thought to be knowledgeable on the issues relevant to the research problem, you would probably be using which method of exploratory research? a) Secondary data analysis b) Experience surveys c) Case analysis d) Longitudinal studies e) Cross-sectional studies

b) Experience surveys

What makes an experimental design a "true" experimental design? a) There are no "false" variables. b) It truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables through randomization. c) It is performed by a certified marketing researcher. d) both A and C e) none of the above

b) It truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables through randomization.

In multiple regression, ________ is a handy measure of the goodness-of-fit of proposed regression model. a) R b) R square c) t statistic d) chi-square value e) p value

b) R square

Michelle Steward is a marketing professor at Wake Forest University. Michelle had been asked by the administration to study a sample of classes at Wake to help the university understand the student population better, particularly in terms of factors that differentiate students with high versus low GPAs. One of the questions asked was: "Did you pass or fail the last test you took?" and another question in the study asked "Did you study or not study for the last test you took?" Michelle decided to run a cross-tabulation analysis on these two questions. When she did she also ran the chi-square test. The result was a Pearson Chi-Square Value of 8.64 and a p-value of 0.03. Michelle knew that this meant: a) There was a significant, positive association between the two variables. b) There was the presence of an association; the probability of supporting the null hypothesis that there is no association is only 3 percent. c) There was the presence of a negative association; the probability of supporting the null hypothesis that there is no association is only 3 percent. d) There was the presence of a positive, "very strong" association because the probability of supporting the null hypothesis that there is no association is only .03 percent. e) None of the above; Michelle should not have run a chi-square test because the two variables are interval or ratio data.

b) There was the presence of an association; the probability of supporting the null hypothesis that there is no association is only 3 percent.

Which of the following symbols represents the change or manipulation of the independent variable? a) O b) X c) C d) I e) M

b) X

b) a one-sample one-tailed t test

Whenever a percentage, average or some other analysis value is computed with a sample's data, we refer to it as: a) a designated statistic b) a sample finding c) a computed value d) a composite estimate e) a confidential statistic

b) a sample finding

Mike Shula is a head football coach. His athletic department spends $30,000 a season on Lizard-Aide, a flavored drink that supposedly contributes to the performance of his players. This year, an independent sports testing association has decided to test the merits of Lizard-Aide and Shula's university has been selected as a member of the national sample. The study is an experiment in which the players, unknown to them, are divided into two segments. Segment 1 receives the real Lizard-Aide prior to and during the games. Segment 2 receives a placebo, which is nothing more than sugar-flavored colored water in containers made to make the sugar-flavored water appear to be Lizard-Aide. It is common practice that, following each game, the coaches evaluate films and give each player a grade ranging from 0 to 100. After the season the sports testing association collects the data. They now have a mean score of performance for each of the two segments for all of the athletic departments participating in the study. If you are the researcher, what statistical test would you conduct? a) a one-tailed z test b) a two-sample one-tailed t test c) a two-sample two-tailed t test d) a two-sample one-tailed z test e) a two-sample two-tailed z test

b) a two-sample one-tailed t test

In the formula for calculating the standard deviation, the differences between each observation and the mean is squared. If we did not square these differences, the standard deviation would: a) be too small to be of any usefulness b) always be near zero c) not be normally distributed d) not be interpreted by z scores e) none of the above; the formula does not require that the differences be squared

b) always be near zero

Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 The preceding table is an example of a) one-way classification b) cross tabulation c) one-way tabulation d) cross classification e) none of the above

b) cross tabulation

Measures of variability are concerned with: a) central tendency b) depicting "typical" difference between the values in a set of values. c) depicting the similarities between one data matrix and another. d) all of the above e) none of the above

b) depicting "typical" difference between the values in a set of values

65% of males bought a snack when they rented a DVD and 40% of females bought a snack when they rented a DVD. This is an example where a researcher would: a) determine if there is a difference between the average of two samples b) determine if there is a difference between the average of two populations c) determine if there is a significant association between the two populations d) determine if there is a difference between males and females in terms of the types of snacks purchased e) determine if there is a difference between DVD renters and non-renters in terms of snacks

b) determine if there is a difference between the average of two populations

If the research objective helps to determine terms and concepts, it is likely that the most appropriate research design would be: a) exploitive b) exploratory c) deductive d) causal e) standard

b) exploratory

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment IS generalizable to the real world? a) internal validity b) external validity c) extraneous validity d) causal validity e) face validity

b) external validity

Although focus groups should encourage open, free-wheeling information, who has the task of ensuring that the conversation stays focused? a) focus group manager b) focus group moderator c) focus group gate keeper d) quantitative research assistant e) none of the above

b) focus group moderator

In an experiment, over which type of variable does a researcher have control and wish to manipulate? a) dependent variables b) independent variables c) extraneous variables d) exploitive variables e) reliable variables

b) independent variables

American Express executives hypothesize that 40% of college students own an American Express credit card. Testing this hypothesis is an example of: a) description b) inference c) comparing differences d) finding relationships e) type I error

b) inference

If we adopt a 95 percent level of confidence, we need a p-value, to be significant (i.e., flag is waving) if it is: a) less than 0.05 b) less than or equal to 0.05 c) greater than 0.05 d) greater than or equal to 0.05 e) 0.90 or greater

b) less than or equal to 0.05

Which type of relationship is a "straight-line" relationship between two variables and for which allows us to know the knowledge of one variable if we have knowledge of the other? a) causal relationship b) linear relationship c) monotonic relationship d) non-monotonic relationship e) curvilinear relationship

b) linear relationship

Which type of relationship is described by the formula: y = a + bx? a) causal relationship b) linear relationship c) categorical relationship d) Boolean relationship e) a beta relationship

b) linear relationship

Which type of relationship is described by the formula: y = a + bx? a) causal relationship b) linear relationship c) monotonic relationship d) non-monotonic relationship e) curvilinear relationship

b) linear relationship

Which of the following marketing concepts is an important reason for analyzing differences? a) new product development b) market segmentation c) channel of distribution strategy d) promotion mix e) product differentiation

b) market segmentation

Use the table to answer the following three questions. The table reports the frequency and percentage of respondents that belong to each of the six income categories. Value Number Percentage Under $5,000 25 6.3 2 $5,000-9999 40 10 $10,000-19,999 60 15 $20,000-24,999 70 18 $25,000-34,999 40 22.5 $35,000 and over 35 16.3 Prefer not to answer 40 10 Total 400 100 What is the data format of this variable? Can we calculate the mean and standard deviation of this variable? a) nominal; No b) ordinal; No c) interval; Yes d) ratio; Yes e) dummy; yes

b) ordinal; No

In experimental designs an R stands for: a) restricted use of complex variables b) random assignment of research subjects (e.g. stores) to groups (experimental and control) c) random assignment of treatments to either the independent or the dependent variables d) the reliable variable e) There is no R in experimental design terminology.

b) random assignment of research subjects (e.g. stores) to groups (experimental and control)

If a marketing manager were to need a statistical analysis to make a forecast or prediction, he or she would most likely use: a) hypothesis test b) regression analysis c) variance analysis d) correlation analysis e) population determination analysis

b) regression analysis

The Pretest-Posttest One-Group design a) can be diagrammed X O1 O2. b) results from the addition of a pretest to the one-shot case study design. c) is a type of quasi-experimental mortality. d) controls for history. e) can be used to measure the effectiveness of the experimental variable through the calculation O1-O2.

b) results from the addition of a pretest to the one-shot case study design.

The process of searching for and interpreting existing information relevant to the research problem can be described as: a) an experience survey b) secondary data analysis c) causal analysis d) exploitive research e) focus group research

b) secondary data analysis

Let's assume we find in a study that the correlation coefficient between number of years of education and cigarette smoking is -.89. This means that as education level increases: a) smoking tends to increase b) smoking tends to decrease c) smoking changes 89 percent d) smoking is nonexistent e) only 89 out of every 100 people in the study would not smoke

b) smoking tends to decrease

In order to be potentially useful for a marketing manager, differences must at minimum be: a) at a ratio of 2 to 1 b) statistically significant c) new and not part of existing knowledge d) at a ratio of 10 to 1 e) None of the above; any difference should be important to a manager.

b) statistically significant

An analyst is interested in testing the hypothesis H0 : μ = 15,000 ; H1 : μ < 15,000. The data consist of 20 observations of an interval variable but with unknown variance. The correct statistical procedure is the a) z-test b) t-test c) chi-square test d) analysis of variance e) goodness-of-fit

b) t-test

In bivariate regression analysis, the higher the R square value, the: a) lower the predictive power of the analysis b) the better the straight line's fit to the scatter points c) the worse the straight line's fit to the scatter points d) closer to 0 it will be e) None of the above; there is no R square value in regression analysis.

b) the better the straight line's fit to the scatter points

A statistically significant difference means: a) there is practical significance. b) the differences would remain in a large number of trials if we repeated the survey over many times. c) the p values are very large. d) the z values are very small. e) the x values are average.

b) the differences would remain in a large number of trials if we repeated the survey over many times.

40% women video renters buy snacks; 65% male video renters buy snacks. A computed t statistic is 4.5. Assuming the critical t value is 1.96, this means: a) nothing; z does not determine anything b) the null hypothesis is not supported; there is a true difference between the two percentages c) the null hypothesis is supported; there is a true difference between the two percentages d) the alternative hypothesis is not supported; there is a true difference between the two percentages e) the null alternative is supported; there is a true difference between the two percentages

b) the null hypothesis is not supported; there is a true difference between the two percentages

What method is used to compute the intercept and the slope in the regression analysis? a) parsimony b) the ordinary least squares c) the ordinary most squares d) the size of the coefficients e) none of the above; the intercept and slope are not computed in regression analysis

b) the ordinary least squares

b) two-segment one-tailed t-test

Census

best attempt to get everyone to participate in population of interest

Kinesics

body language

Assume the regression equation is y=$75 + $25x and there is no error term (we can perfectly predict y using x). We are predicting the weekly grocery expenditures where x=number of family members. How much would a family of 4 spend on groceries per week? a) $700 b) $400 c) $175 d) $100 e) $425

c) $175

Use the table to answer the following three questions. The table reports the frequency and percentage of respondents that belong to each of the six income categories. Value Number Percentage Under $5,000 25 6.3 2 $5,000-9999 40 10 $10,000-19,999 60 15 $20,000-24,999 70 18 $25,000-34,999 40 22.5 $35,000 and over 35 16.3 Prefer not to answer 40 10 Total 400 100 What is the mode of the distribution for this variable? a) $5,000-9999 b) $10,000-19,000 c) $20,000-24,999 d) $35,000 and over e) "prefer not to answer"

c) $20,000-24,999

Suppose that the relationship between sales (Y, in thousand dollars) and number of salespeople (X) is represented by the following regression equation: Y=105.2+35.8X. What will be the average contribution to sales of one additional salesperson? a) $35.8 b) $141,000 c) $35,800 d) $141 e) More information is needed

c) $35,800

Robert Amos is the marketing manager for TeleOptics Inc. TeleOptics offers a system that greatly enhances the viewing experience of home theaters by altering audio and video signals and creating ambient lighting. Because TeleOptics is a new product, Robert is considering offering a single package or a "Basic" package with several options at additional prices. He examines survey data that was conducted during the concept stage of product development. One research question asked owners of home theaters what they would be willing to pay for this enhancement system. Robert looked at the mean and standard deviations. Which one of the following sets of means and standard deviations would indicate that Robert should offer the "Basic" package and several options at additional cost? a) $75; 1.98 b) $100, .88 c) $95; 30.2 d) $88, .05 e) $101; 2.1

c) $95; 30.2

Mack Trucks decides to conduct an experiment to determine if a fine-tuned ad copy actually results in increased consumers' purchase intention compared to the original ad copy. They find a subject pool of 50 test units and randomly divide the 50 subjects into two groups—an experimental group (who watch the new ad copy) and the control group (who watch the original ad copy). Before exposing the subjects to any ad copies, Mack Trucks measures consumers' purchase intention. After showing subjects the experimental group the new ad copy and the control group the original ad copy, Mack Trucks measures consumers' purchase intention again. Which of the following represents the experimental design in this study? a) X O1 b) O1 X O2 c) (R) O1 X O2 (R) O1 O4 d) (R) O1 X O2 (R) O3 D O4 e) (R) O1 O2 (R) O3 D O4

c) (R) O1 X O2 (R) O1 O4

The more precise the prediction in a linear relationship, the closer the R-square value will be to: a) 0 b) -1 c) +1 d) infinity e) .01

c) +1

A correlation coefficient is an index number constrained to fall between the range of: a) 0 to 1.00 b) 0 to 100 c) -1.00 to +1.00 d) .05 to .95 e) none of the above; it is not constrained

c) -1.00 to +1.00

For a variable coded "0" or "1," there are 102 "0s" and 101 "1s." What is the value of the measure of the central tendency for this type of data? a) 101.5 b) 102 c) 0 d) 1 e) none of the above

c) 0

In a straight-line formula, the intercept is 4, the slope is 2, and the expected value of the error term is zero. If the independent variable is 6, the predicted variable's level is: a) 12 b) 14 c) 16 d) 18 e) 26

c) 16

A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A, B, and C. Over the years the percentages sold of each fabric are 50,35, and 15, respectively. Recently, the manufacturer began producing running suits from the same three fabrics. During the first three months of production, the company received orders for 6,600 suits made from fabric A, 3,000 from fabric B, and 2,400 from fabric C. What would be the expected number of running suits made of fabric B sold during the first three months based on past years' sales results of sweatshirts? a) 6,000 b) 1,800 c) 3,200 d) 4,500 e) none of the above

c) 3,200

Which of the following statements about cross-tabulation is FALSE? a) The cross-tabulation provides information on the joint occurrence of two or more variables. b) Cross tabulation is very useful for studying relationships between variables. c) Although a variable is part of a planned cross tabulation, it is still necessary to develop the one-way tabulation if one wishes to construct the frequency tabulation of the variable. d) All the above are true e) None of the above are true

c) Although a variable is part of a planned cross tabulation, it is still necessary to develop the one-way tabulation if one wishes to construct the frequency tabulation of the variable.

Which of the following is NOT true? a) Focus group companies often use clubs or church group lists from which to recruit participants. b) Focus group participants are NOT paid. c) Focus groups constitute representative samples. d) Focus groups generate fresh ideas. e) Focus groups allow clients to observe their participants.

c) Focus groups constitute representative samples.

A researcher is interested in comparing the usage of bank debit cards by consumers in rural (r) and urban (u) areas. Specifically, she wants to know if consumers in rural areas use bank debit cards less than consumers in urban areas. Each year for the past five years, she has surveyed 16 individuals (one-half urban, one-half rural) randomly selected from across the United States. She is specifically interested in any difrferences that may exist between the two groups with regard to usage. The results of the current study indicate that -people in urban areas use bank debit cards 12 times per month on average (xu=12) -people in rural areas use bank debit cards 10 times per month on average (xf = 10) -the standard deviation in means fo bak debit card usage in both rural and urban areas is 2 (su=sr=2) Let MUu and MUr be the population mean of usage rates for people in the urban and rural areas, respectively. Which of the following is the null hypothesis that the researcher should use in comparing the usage rates a) H0: MUu = mu; H1: MUu /= MUr b) H0: Xu = Xr; H1: Xu /= Xr c) H0: MUu = mu; H1: MUu > MUr d) H0: MUu = MUr; H1: MUu < MUr e) b) H0: Xu = Xf; H1: Xu >Xr

c) H0: MUu = mu; H1: MUu > MUr

Which of the following statements is true? a) It is complicated and requires large computer memory. b) It gives you cause-and-effect statements, and it is expensive to run. c) It does not give you cause-and-effect statements, and you should not apply regression to predict data outside the boundaries of the data used to develop the regression model. d) It is expensive, and you should not apply regression to predict data outside the boundaries of the data used to develop the regression model. e) None of the above.

c) It does not give you cause-and-effect statements, and you should not apply regression to predict data outside the boundaries of the data used to develop the regression model.

Which best represents the correct meaning of statistical significance? a) The differences found in sample data may be found in other sample data. b) The differences found in sample data may be assumed to exist in the remainder of the sample. c) The differences found in the sample may be assumed to exist in the population. d) The differences found in the population may be assumed to exist in the sample. e) A significant difference means that managers will be able to use the difference in order to develop effective marketing strategies.

c) The differences found in the sample may be assumed to exist in the population.

Which of the following is NOT true of the range? a) It identifies the distance between the lowest value and the highest value in a set of numbers. b) Range can be used for ordinal, interval, and ratio data. c) The range tells you how often the maximum and minimum occurred. d) It provides some information on the dispersion by indicating how far apart the extremes are found. e) If you find that the range is very narrow, you know that the average is typical of many respondents.

c) The range tells you how often the maximum and minimum occurred.

If the correlation between two variables X and Y is equal to -0.9, which of the following is TRUE? a) The variable X and Y are highly related, whereby a positive change in X is accompanied by a positive change in Y. b) The two variables X and Y are not related to one another. c) The variable X and Y are highly related, whereby a negative change in X is accompanied by a positive change in Y. d) The coefficient of determination between X and Y is equal to -0.81. e) Both C and D are true.

c) The variable X and Y are highly related, whereby a negative change in X is accompanied by a positive change in Y.

Joy Ward is the director of marketing at Helmsley College. She has been studying marketing research data collected on a national sample of high school seniors who are planning on attending college. Based on a preliminary exploratory research, she identifies one important factor that affect students' choice of college is "programs highly valued in the job market." Joy is trying to determine if the importance of the job seeking program is statistically different between male students and female students with high SAT/ACT scores who live within 500 miles of Helmsley. She is intrigued with the marketing research data that measures the students' ratings of importance on the job seeking program, which is rated on the same 5-point importance scale ranging from 1 as "Very Unimportant" to 5 as "Very Important." Moreover, Joy has no information about any population parameters. Which of the following tests should Joy run? a) a one-tailed z test b) a two-sample one-tailed t test c) a two-sample two-tailed t test d) a two-sample one-tailed z test e) a two-sample two-tailed z test

c) a two-sample two-tailed t test

The t value is used for many tests instead of the z value because: a) it is easier to calculate and to interpret b) it is more widely known among statisticians c) assumptions of the z value are violated if sample size is less than 30 or if the population standard deviation is unknown. d) it is available on statistical software packages e) assumptions of the t value are violated if the sample size is 10 or less

c) assumptions of the z value are violated if sample size is less than 30 or if the population standard deviation is unknown.

Which of the following is a type of exploratory research which refers to a review of available information about a former situation(s) that has some similarities to the present research problem? a) secondary data analysis b) experience surveys c) case analysis d) projective techniques e) focus group research

c) case analysis

A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A, B, and C. Over the years the percentages sold of each fabric are 50,35, and 15, respectively. Recently, the manufacturer began producing running suits from the same three fabrics. During the first three months of production, the company received orders for 6,600 suits made from fabric A, 3,000 from fabric B, and 2,400 from fabric C. What is the appropriate test to determine whether sales results of the new running suit are similar to what would be expected given the previous sales history of sweatshirts made of the three fabrics? a) correlation analysis b) z-test to compare proportions c) chi-square test d) t-test for two means e) none of the above

c) chi-square test

American Express executives wish to know if there is a difference between the average dollar balance carried on credit cards between males and females. This is an example of: a) description b) inference c) comparing differences d) finding relationships e) transforming

c) comparing differences

Which type of statistical analysis would we use to determine if College of Business college graduates' starting salary was different from their counterparts in liberal arts? a) description b) inference c) comparing differences d) finding relationships e) type III error

c) comparing differences

In chi-square analysis, the greater the number of cells, the larger the degrees of freedom. The greater the number of cells, the more opportunity exists to calculate a large chi-square value. In other words, the chi-square value can be "inflated" not due to a real association but simply due to the fact that there are more cells in the analysis. This is why degrees of freedom are used to: a) determine how many cells you should analyze b) determine whether or not the computed chi-square value should be used for a post hoc test c) determine whether or not the chi-square value has a probability high enough to support, or not support, the null hypothesis d) all of the above e) none of the above; degrees of freedom is not calculated with the chi-square test.

c) determine whether or not the chi-square value has a probability high enough to support, or not support, the null hypothesis

The expression of how dissimilar respondents are to one another is referred to as ________. a) typical response identification b) central tendency c) dispersion d) mean e) mode

c) dispersion

While the assumptions of multiple regression require that both the independent and dependent variables be at least interval or ratio data, we may use nominal or ordinal independent variables by using: a) ratio scaled variables b) standardized beta coefficients c) dummy variables d) temporary variables e) semi-ratio variables

c) dummy variables

If you have five friends who tell you they all have had great experience with their purchase of a Chevrolet, and you used this evidence to decide to buy a Chevrolet, you would be using: a) consumer self-report and evaluation b) deductive statistics c) generalization or inference d) independent judgment e) statistical logic

c) generalization or inference

the chi-square test is useful for determining: a) if an association relationship exists between three nominal or ordinal variables b) if an association exists between two interval or ratio variables c) if an association exists between two nominal or ordinal variables d) if a non-linear relationship exists between two variables. e) if there is a linear relationship between two nominal or ordinal variables.

c) if an association exists between two nominal or ordinal variables

________ is concerned with the extent to which the change in the dependent variable was actually due to the independent variable. a) representativeness b) external validity c) internal validity d) measurement e) validation

c) internal validity

An experiment is defined as: a) something men and/or women in white coats do b) manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional complex variables c) manipulating an independent variable to see its effect a dependent variable, while also controlling for the effects of additional extraneous variables d) manipulating a dependent variable to see how it affects an independent variable, while also controlling for the effects of additional complex variables e) controlling for the effects of reliable variables on dependent variables

c) manipulating an independent variable to see its effect a dependent variable, while also controlling for the effects of additional extraneous variables

________ holds that within a product market, there are different types of consumers who have dissimilar requirements, and these differences can be the bases of marketing strategies. a) marketing b) promotion mix c) market segmentation d) product differentiation e) channel of distribution strategy

c) market segmentation

Bivariate regression analysis is defined as a predictive analysis technique in which: a) a pattern in one variable is identified over time and projected into the future b) a relationship between three variables that exists across time is observed to make a prediction c) one variable is used to predict the level of another variable d) two variables are used to predict two others by the use of a scatter diagram e) three or more variables variances are analyzed

c) one variable is used to predict the level of another variable

When a researcher is determining if two segments are statistically significant, he or she is considering the two segments as two separate populations and the question is whether or not the two different populations': a) z scores are the same b) t scores are the same c) parameters are different d) associations are different e) summarization values are the same

c) parameters are different

Assume you run a correlation analysis and there is a significant relationship. What can you use to determine how strong the relationship is? a) the strength coefficient, which ranges from 1 to 10, with 10 being the strongest b) the strength coefficient, which ranges from 1 to 5, with 5 being the strongest c) the size of the correlation coefficient d) the size of the beta e) none of the above; correlation is not measured in terms of strength

c) the size of the correlation coefficient

If we examine the frequency of a nominal variable and find it to be very dispersed (or stretched out), we can say: a) there is a low standard deviation b) there is an average standard deviation c) there is a high standard deviation d) there is low variance e) none of the above; frequency do not communicate anything about variability

c) there is high standard deviation

Suppose that you run bivariate regression analysis. Now, looking under your Coefficients output, you have an intercept value and a slope value. You should use these values only when: a) they are both significant, i.e., have Sig. values above 1.00 b) they are both significant, i.e., have Sig. values below 1.00 c) they are both significant, i.e., have Sig. values equal to or below .05 d) when at least one is significant, i.e., has a Sig. value above .80. e) None of the above; because the F value in the ANOVA was not significant, you should not have even looked at the Coefficients output.

c) they are both significant, i.e., have Sig. values equal to or below .05

Consider the Pretest-Posttest with Control Group design, (R) O1 X O2 (R) O3 O4 The difference (O2-O1) - (O4-O3) estimates a) history b) maturation c) treatment effect d) statistical regression e) effects of extraneous variables

c) treatment effect

If a correlation coefficient is not statistically significant: a) you can still use the size of the coefficient to indicate the amount of the association though you know it is not significant b) you can use the direction of the coefficient to indicate the nature of the association though you know it is not significant c) you must assume the correlation is zero; the coefficient has no meaning at all d) you should rerun the analysis to see if the beta is significant e) none of the above; all coefficients are statistically significant

c) you must assume the correlation is zero; the coefficient has no meaning at all

One-sample t-test:

can be used to compare a sample mean against an external standard

samples are often used to infer something about a population rather than canvassing the population itself because they are typically

cheaper than complete counts, faster than complete counts, more accurate than complete counts

subjects are observed in an environment that has been specifically designed for recording their behavior

contrived settings

classification of sampling techniques (nonprobability sample)

convenience (elements included because they are readilty available), judgement (hand picked to serve a particular purpose), snowball (type of judgement in which researchers locates additinoal informants), quota (proportion of sample elements with certain characteristics is same as proportion of characteristics in the target population)

________ is an example of internal secondary data.

corporate sales data

Spurious correlation

correlation between variables but no logical reason as to why

which of the following statement about cross-sectional analysis is true

cross-sectional studies provide a snapshot of the variables of interest at a single point in time, the sampling of elements is typically selected to be representative of some known population, cross-sectional designs are the best-known descriptive designs, a quota sample can be used with a cross sectional design

Suppose that the relationship between sales (Y, in thousand dollars) and number of salespeople (X) is represented by the following regression equation: Y=105.2+35.8X. What will average sales be equal to when 10 salespeople are used? a) $358,000 b) $463.2 c) $358 d) $463,200 e) More information is needed.

d) $463,200

The FactFinder Research firm conducted a survey for a national food manufacturer, and one of the issues addressed by the research was to determine how many pounds of fish were consumed per capita annually. In the survey they found one person who consumed only one pound of fish per year while 10 people reported 200 pounds per year. The range was: a) 200 b) 1 to 2,000 c) 201 d) 199 e) 190

d) 199

d) 34

Kroger is interested in the weekly spending of its customers who joined the loyalty program. If these loyal customers spend more than $200 per week, then it will be profitable to maintain the loyalty program. Kroger collects a sample of loyal customers with the sample size as 25. The average weekly spending in the sample is $220. The sample standard deviation is 15. What is the value of the test statistic that would be used in the comparison of the two means? What is the degree of freedom? a) 4; 24 b) 5; 25 c) 6.7; 25 d) 6.7; 24 e) none of the above

d) 6.7; 24

How can it be determined if an experiment is valid? a) The observed change in the dependent variable is in fact due to the independent variable. b) The results of the experiment apply to the real world outside the experimental setting. c) The results do not account for the effects of extraneous variables. d) Both A and B are correct. e) A, B, and C are correct.

d) Both A and B are correct.

How should researchers determine if case analysis is an appropriate component of exploratory research? a) They ask themselves questions to determine the relevance of prior cases. b) They determine how similar phenomena in the past is with phenomena in the present. c) it is not necessary to determine appropriateness, because case analysis should always be included in d) Both A and B are correct. e) None of the above are correct.

d) Both A and B are correct.

Which of the following statements concerning causality and association is true? a) If association is found, it means that one variable clearly causes the other. b) Absence of causality implies the absence of association. c) Causality can be clearly established by experimental as well as descriptive researches. d) Causality requires association. e) All of the above statements are true

d) Causality requires association.

A winery sees the market in three distinct segments based upon usage of wine; a dog food manufacturer sees the dog food market in 12 segments; Toyota offers 17 different models ranging from a two-seater sports car to the Avalon luxury car. These are all examples illustrating how: a) Marketers can take advantage of differences between market segments simply by a conceptual analysis of differences in the marketplace. b) Marketers should search for all differences between each of their products or services. c) Marketers could take better advantage of differences between market segments if they had a method of determining insignificant differences in the marketplace. d) Marketers can take advantages of differences between market segments and differences analysis can be used to discovery statistically significant, meaningful, and stable differences. e) There are differences in the market, and by knowing statistical methods that focus on data summarization, marketers can take advantage of these differences.

d) Marketers can take advantages of differences between market segments and differences analysis can be used to discovery statistically significant, meaningful, and stable differences.

You wish to test the hypothesis that female college students spend more on wearing apparel than male college students. Which of the following is INCORRECT? a) the The null and alternative hypotheses are: H0 : μF = μM ; H1 : μF > μM b) If you concluded that female students spend more than male students when in fact this is NOT the case, then we have made an incorrect decision. c) If we conclude that females spend more than males when in fact that is the case, we have made a correct decision. d) None of the above e) All of the above

d) None of the above

Which of the following is NOT true of frequency and percentage? a) They quickly communicate how many respondents choose each of the different answers for a question. b) They reveal how much agreement or disagreement there is among the respondents in a Likert scale question. c) They express the dispersion of the respondents' responses. d) The frequency is preferred over percentages because frequency are intuitive and easy to handle. e) They are tabulations of the responses to a categorical question in a survey.

d) The frequency is preferred over percentages because frequency are intuitive and easy to handle.

A researcher is interested in comparing the usage of bank debit cards by consumers in rural (r) and urban (u) areas. Specifically, she wants to know if consumers in rural areas use bank debit cards less than consumers in urban areas. Each year for the past five years, she has surveyed 16 individuals (one-half urban, one-half rural) randomly selected from across the United States. She is specifically interested in any difrferences that may exist between the two groups with regard to usage. The results of the current study indicate that -people in urban areas use bank debit cards 12 times per month on average (xu=12) -people in rural areas use bank debit cards 10 times per month on average (xf = 10) -the standard deviation in means fo bak debit card usage in both rural and urban areas is 2 (su=sr=2) After looking up the t table at the end of the study guide, which of the following statement about the research findings is true? a) The researcher CANNOT reject the null hypothesis and find statistical evidence that people in urban areas use bank debit cards more than people in rural area. b) The researcher can reject the null hypothesis but do NOT find statistical evidence that people in urban areas use bank debit cards more than people in rural area. c) The researcher CANNOT reject the null hypothesis and did NOT find statistical evidence that people in urban areas use bank debit cards more than people in rural area. d) The researcher can reject the null hypothesis and find statistical evidence that people in urban areas use bank debit cards more than people in rural area. e) More information is need before a decision about the null hypothesis can be made.

d) The researcher can reject the null hypothesis and find statistical evidence that people in urban areas use bank debit cards more than people in rural area.

Michelle Steward is a marketing professor at Wake Forest University. Michelle had been asked by the administration to study a sample of classes at Wake to help the university understand the student population better particularly in terms of factors that differentiate students with high versus low GPAs. One of the questions asked was: "What score did you earn (0 to 100) on the last test that you took?" and another question in the study asked "How much time, estimated in numbers of minutes, did you study for the last test you took?" Michelle decided to run a Pearson Product Moment correlation analysis on these two questions. When she did, she also run a significance test. The result shows that the correlation between both variables is 0.98 and the p-value is 0.0001. Michelle knew that this meant: a) There was a significant non-linear association between the two variables. b) There was the presence of an association because the probability of supporting the alternative hypothesis is very low, less than 1 percent. c) There was the presence of a negative association; the probability of supporting the null hypothesis that there is no association is only .01 percent. d) There was the presence of a positive and significant association between the variables. e) None of the above; Michelle should not have run a Pearson Product Moment correlation because the two variables are both categorical (aka nominal).

d) There was the presence of a positive and significant association between the variables.

A single group of test units is exposed to an experimental variable and then is observed once for their response. This is what type of study? a) a Pretest-Posttest One-Group design b) a post-experimental study c) a static group comparison d) a One-Shot Case study e) a longitudinal study

d) a One-Shot Case study

When testing whether a true difference in average exists between two segment, the ________ hypothesis is that there is a true difference between the two segment averages that we are comparing. a) null b) true c) accurate d) alternative e) independent

d) alternative

The chi-square test is performed by: a) comparing a metric variable with a categorical variable b) comparing one frequency table with one cross-tabulation table c) comparing the difference among categories of more than three variables d) comparing observed frequency with expected frequency e) comparing the pie chart with the stacked bar chart

d) comparing observed frequency with expected frequency

With cross-tabulation, two variables are arranged in a: a) consistent and significant pattern b) cross-tabulation cell c) chi-square cell d) contingency table e) stacked bar table

d) contingency table

Which of the following emphasizes the division of the sample into subgroups so as to learn how the behavioral or dependent variable varies in terms of another descriptive or independent variable? a) longitudinal analysis b) coding c) cross-sectional analysis d) cross tabulation e) one-way tabulation

d) cross tabulation

d) cross-tabulation with chi-square tests

A researcher may want to compare: a) two percentages b) two averages c) one percentage with one average d) either a or b e) none of the above; researchers cannot make comparisons

d) either a or b

Assume a college professor wanted to know if the number of hours studied by her students was related to students' test scores. She would use: a) description b) inference c) comparing differences d) finding associations e) type III error

d) finding associations

American Express executives wish to know if there is an association between credit card balance carried and the number of credit cards owned. This is an example of: a) description b) inference c) comparing differences d) finding relationships e) type II error

d) finding relationships

Which of the following refers to a set of procedures in which the sample size and sample statistics are used to make estimates of population values or facts? a) sample logic b) deductive statistics c) statistical deduction d) generalization or inference e) deductive logic

d) generalization or inference

________ is a statistical procedure used to "support" or "not support" the hypothesis based on sample information. a) confidence analysis b) standard error analysis c) specification support/rejection d) hypothesis testing e) sampling acceptance

d) hypothesis testing

When a computed z value (for a test for differences between two averages), say 4.21, is larger than z0.95 = 1.96, then this amounts to: a) support for the null hypothesis; the two percentages are different b) no support for the null hypothesis; the two percentages are NOT different c) support for the null hypothesis, the two percentages are NOT different d) no support for the null hypothesis; the two percentages are different e) None of the above; a z value is inappropriate for testing the differences between two averages.

d) no support for the null hypothesis; the two percentages are different

George Hubbard has nearly completed designing a survey for a political candidate. Not only is the candidate interested in knowing how constituents in her state feel about certain issues, but she is interested in knowing if attitudes toward these issues differ by demographic subgroups. One of the demographic questions George has added to the survey is religious preference. He asked this question in a way that respondents would indicate their preference by checking a blank alongside the name of several possible religious affiliations such as "Catholic," "Methodist," "Muslim," and so on. George knows that he should anticipate how he is going to analyze the data before he completes the survey questions. As he looks at the religious preference question, he knows that because it's measurement level is ________, he should use a ________ to report the central tendency and a ________ to report variability. a) ratio; median; range b) nominal; median; frequency or percentage c) ordinal; median; standard deviation d) nominal; mode; frequency or percentage e) interval; mean; standard deviation or range

d) nominal; mode; frequency or percentage

The summary of the percent of times each and every category appears for the entire sample is called the: a) mode b) mean c) categorical percentage rate d) percentage e) frequency

d) percentage

Use the table to answer the following three questions. The table reports the frequency and percentage of respondents that belong to each of the six income categories. Value Number Percentage Under $5,000 25 6.3 2 $5,000-9999 40 10 $10,000-19,999 60 15 $20,000-24,999 70 18 $25,000-34,999 40 22.5 $35,000 and over 35 16.3 Prefer not to answer 40 10 Total 400 100 Given the frequency and sample size, how can we compute the percentage? a) percentage = frequency + sample size b) percentage = frequency - sample size c) percentage = frequency * sample size d) percentage = frequency/sample size e) none of the above is correct

d) percentage = frequency/sample size

Which of the following is true of the dependent variable in regression analysis? a) used to predict the independent variable, and it is the X in the regression formula b) used to predict the independent variable, and it is the Y in the regression formula c) predicted, and it is usually termed X in the regression formula d) predicted, and it is usually termed Y in the regression formula e) predicted by the categorical variable, termed I, in the regression formula

d) predicted, and it is usually termed Y in the regression formula

Which of the following is NOT an advantage of a focus group? a) generate fresh ideas b) allow clients to observe their participants c) allow easy access to special respondent groups such as lawyers and doctors d) produce quantifiable results suitable for statistical testing e) can provide information on a wide variety of issues

d) produce quantifiable results suitable for statistical testing

A researcher runs a correlation analysis between two variables that she is certain are associated but the analysis indicates the two variables are not associated. The researcher may then want to: a) run another association test and add three variables b) adopt a lower standard for determining significance, that is, a p value of .20 c) do nothing; if the association is deemed insignificant it is inappropriate to run further analyses d) run a scatter plot in search of a non-linear relationship e) run a scatter plot in search of a linear relationship

d) run a scatter plot in search of a non-linear relationship

If you have a question that has an interval or ratio data, which of the following should be used to report the variability? a) frequency distribution b) cumulative percentage distribution c) percentage distribution and range d) standard deviation and range e) accumulative percentage standard deviation

d) standard deviation and range

In a chi-square test, for a significant relationship to exist: a) the computed expected frequency should exceed the critical chi-square table value b) the chi-square value should exceed 1.96 c) there should be no differences between the observed and expected frequency d) the calculated chi-square value should exceed the critical chi-square table value e) the chi-square value must be greater than .05

d) the calculated chi-square value should exceed the critical chi-square table value

In the formula for a straight line, the intercept is known as: a) the dependent variable b) the variable used to predict the dependent variable c) the change in y for any unit change in x d) the point where the line cuts the y axis when x = 0 e) the coefficient

d) the point where the line cuts the y axis when x = 0

The t-test is inappropriate for investigating the difference in two sample means when a) the variance in the two populations can be assumed equal. b) the characteristic of interest is normally distributed in each population. c) a pooled estimator for the overall variance is warranted. d) the variable is ordinal or nominal data. e) the samples are independent.

d) the variable is ordinal or nominal data.

Let's assume we run a correlation analysis, and we get a correlation coefficient of .941 and a p-value of 0.000. These figures mean: a) there is 94.1 percent probability for supporting the null hypothesis. b) there is little or no probability for supporting the null hypothesis. c) there is little or no probability for supporting the null hypothesis, and there is a strong association. d) there is little or no probability for supporting the null hypothesis, and there is a strong, positive association. e) that more information is needed.

d) there is little or no probability for supporting the null hypothesis, and there is a strong, positive association.

In regression analysis, the statistical significance of the intercept and the slope are deemed significant if they are significantly greater or less than: a) their values on a previous test b) the least squares' criterion c) the most squares' criterion d) zero, the null hypothesis e) the .05 criterion

d) zero, the null hypothesis

what is the difference between research problem and decision problem?

decision problem is questions decision-makers face research problem analyzes what variables can/should we study

describing populations (e.g. patters of behavior) and how variables are related; what are the relationships among these variables

descriptive research

major emphasis is on describing characteristics of a group or the extent to which variables are related (demographics, attitudes, awareness, intentions)

descriptive research

data validation

determine if data collection was conducted properly without too much overt bias -fraud -screening -procedure -completeness -courtesy

While designing a study, a researcher wonders if she should ask the respondents their age and gender. She is not sure if she will need that information later in the research process. She is trying to ________.

determine the relevant variables for her study

which of the following represents the greater challenge when it comes to understanding consumers' online activities?

determining the demographics of visitors to a website

which of the following is no a common activity of a marketing research department?

determining the most effective production sequences for a plant

which of the following is not a common activity of a marketing research department

determining the most efficient production sequences for a plant

what are the two types of decision problems and what is the difference?

discovery oriented (asked what/why?) strategy oriented (asks how? - course of action)

the amount of knowledge people have about a study in which they are participating

disguise

the subjects are not aware that they are being observed

disguised observation

Stratified random sampling

divide target population into groups, called strata, and select samples from each group

cluster sampling

divide the population into mutually exclusive and exhaustive subsets called clusters, then draw a random sample

convenience sampling

drawn at the convienence of the researcher

e) 0.8

Which of the following is NOT a step in the typical hypothesis testing procedure? a) Specify the null and alternative hypotheses. b) State the level of significance. c) Compute the appropriate test statistic. d) Make a decision: retain or reject the null hypothesis. e) All of the above are appropriate steps in the typical testing procedure.

e) All of the above are appropriate steps in the typical testing procedure.

Identify in which of the following it would be useful for a marketing manager to test for differences between segments. a) A New Zealand winery wants to investigate differences between light, medium, and heavy wine drinkers. b) A retailer wishes to know if customer satisfaction is different between in-store versus online shoppers. c) A beverage company wants to know if a new beverage concept differs between users versus nonusers of the current brand. d) A department store wishes to know the differences between online catalog versus mail order catalog shoppers. e) All of the above situations would benefit from tests for differences between segments.

e) All of the above situations would benefit from tests for differences between segments.

Which of the following are caveats of correlation? a) It's use is limited to interval or ratio variables. b) It examines the association between only two variables. c) Do not assume cause and effect. d) It is limited to linear relationships. e) All of the above.

e) All of the above.

Which of the following statement is FALSE? The t-test to test a hypothesis about a single population mean a) applies when the variance of the variable is known. b) applies when the sample size is small; e.g., less than 30. c) applies when the variance of the variable is unknown. d) applies when the sample size is large; e.g., greater than 30. e) Both A and D are false

e) Both A and D are false

Michelle Steward is a marketing professor at Wake Forest University. Michelle had been asked by the administration to study a sample of classes at Wake to help the university understand the student population better particularly in terms of factors that differentiate students with high versus low GPAs. One of the questions asked was: "What score did you earn (0 to 100) on the last test that you took?" and another question in the study asked "How much time, estimated in numbers of minutes, did you study for the last test you took?" Michelle decided to run a cross-tabulation analysis on these two questions. When she did, she also ran the chi-square test. The result was a Pearson Chi-Square Value of 8.64 and a p value of 0.03. Michelle knew that this meant: a) There was a significant, positive association between the two variables. b) There was the presence of an association; the probability of supporting the null hypothesis that there is no association is only 3 percent. c) There was the presence of a negative association; the probability of supporting the null hypothesis that there is no association is only 3 percent. d) There was the presence of a positive, "very strong" association because the probability of supporting the null hypothesis that there is no association is only .03 percent. e) None of the above; Michelle should not have run a chi-square test because the two variables are interval or ratio data.

e) None of the above; Michelle should not have run a chi-square test because the two variables are interval or ratio data.

Jesse Pollard is the marketing director for SNERDLY TV Cable. He is considering offering a DVR service (digital video recording) to his customers and he is not certain what price they are willing to pay. He had a survey conducted and, after respondents were given a detailed description of the proposed DVR service, they were asked what price they were willing to pay for the service. The mean price was $30 a month. Based upon this mean, Jesse should: a) immediately offer the service for $30 a month b) examine the standard deviation c) examine the range d) examine the frequency and percentage distribution e) Pollard should actually examine all items covered in b through d before making the decision.

e) Pollard should actually examine all items covered in b through d before making the decision.

e) The coefficient is not statistically significant. Thus, there will be no change in sales.

Which of the following best describes the logic used in the Pretest-Posttest with Control Group experimental design that allows this design to be a true experimental design? a) The experimental group change (O2 - O1) contains the change in the independent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. b) The experimental group change (O2 - O1) contains the change in the complex variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the complex variable. c) The control group change (O2 - O1) contains the change in the independent variable due to the dependent variable and extraneous variables. When we subtract from this the experimental group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. d) The experimental group change (O2 - O1) contains the change in the dependent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. e) The experimental group change (O2 - O1) contains the change in the dependent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable.

e) The experimental group change (O2 - O1) contains the change in the dependent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable.

Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. What does the R-square in this regression analysis mean? a) The regression analysis included 70.7% of the independent variables. b) The regression analysis uses 70.7% of the samples in the analysis c) The coefficients in the regression model are significant with probability 70.7%. d) The dependent variable in the regression analysis can explain 70.7% of the total variance in the independent variables. e) The independent variables in the regression analysis can explain 70.7% of the total variance in the dependent variable.

e) The independent variables in the regression analysis can explain 70.7% of the total variance in the dependent variable.

Tommy Prothro, a marketing manager for Golden Snack Bars, has commissioned marketing research to determine if one recipe of snack bar is superior to another recipe. More than 400 persons who were "snack bar eaters" were involved in taste tests and, after tasting both recipes, they were asked which recipe they would purchase the next time they purchased snack bars. Tommy is now looking at the data and he sees that recipe A had 53 percent stating a preference whereas recipe B had 47 percent. Tommy's brand manager felt this was "significant" evidence that the firm should produce recipe A. But Tommy wanted more evidence so he asked the research firm to run a test to determine if there was a significant difference between the two recipes. When the firm ran the test, they reported a t value of 5.64. This means: a) Tommy should follow the advice of his brand manager. b) There is statistical significance and one recipe of snack bar is not superior to another recipe. c) There is no statistically significant difference and one recipe of snack bar is not superior to another recipe. d) There is no statistically significant difference and one recipe of snack bar is superior to another recipe. e) There are statistically significant differences between the two recipe preferences in the population and one recipe of snack bar is superior to another recipe.

e) There are statistically significant differences between the two recipe preferences in the population and one recipe of snack bar is superior to another recipe.

Which of the following is NOT true of a scatter diagram? a) It plots data pairs in an x- and y-axis graph. b) It will portray the amount of covariation between two metric variables. c) It plots the points corresponding to each matched pair of x and y variables. d) When there is no apparent association or relationship between two variables, the points on a scatter diagram fail to create any identifiable pattern. e) There is no relationship between scatter diagrams and correlation coefficients.

e) There is no relationship between scatter diagrams and correlation coefficients.

The type of study design that affords the research the most control is a) a descriptive design b) an exploratory design c) a field experiment d) a sample survey e) a laboratory experiment

e) a laboratory experiment

Appropriate methods for conducting exploratory research would include: a) secondary data analysis b) experience surveys c) case analysis d) panel studies e) all of the above

e) all of the above

In hypothesis testing, the alternative hypothesis: a) is always implicit b) is always stated c) will be accepted if the stated hypothesis is rejected d) will not be accepted if the stated hypothesis is not rejected e) all the above are true

e) all the above are true

Consider the regression equation Y=5+16X1+38X2 relating annual expenditures on a particular product (Y) to X1 and X2, where X1 and X2 takes the value shown in the table. Which of the following is FALSE? The equation suggests a) an upper-class person could be expected on average to spend $38 per year more than a lower- class person on the product. b) a middle-class person could be expected on average to spend $16 per year more than a lower- class person on the product. c) a lower-class person could be expected on average to spend $5 per year on the product. d) an upper-class person could be expected on average to spend $22 more per year on the product than a middle-class person. e) an upper-class person could be expected on average to spend $38 per year on the product.

e) an upper-class person could be expected on average to spend $38 per year on the product.

It is true that when using concomitant variation as evidence of a causal relationship between two variables, a) the evidence of concomitant variation does not mean there is causal relationship between two variables. b) when evidence of concomitant variation is found, then there is causal relationship between two variables. c) the absence of evidence of concomitant variation implies that there is no causal relationship between two variables. d) there may be no causal relationship between variables even though there is initial evidence of concomitant variation. e) both A and D are correct

e) both A and D are correct

In evaluating your bivariate regression analysis findings you first determine whether or not a linear relationship between the independent and dependent variable exists in the population. Which of the following best describes what you are doing in this step? a) determining if the two variables have any covariation b) determining if the two variables vary together c) determining if the two variables belong in the same regression matrix d) determining if the two variables are isotonoic e) determining if there is statistical significance

e) determining if there is statistical significance

A lab experiment a) is more internally valid than a field experiment. b) affords the researcher greater control. c) better eliminates confounding factors. d) does b and c only e) does all of the above

e) does all of the above

What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting? a) extraneous experiment b) laboratory experiment c) causal experiment d) longitudinal experiment e) field experiment

e) field experiment

e) none of the above

Which of the following designs represents the Pretest-Posttest with Control Group design? a) O-C b) IXO c) O1XO2 d) BXO1O2A e) none of the above

e) none of the above

Should you find there is no significant relationship in a cross-tabulation table, it: a) presents Column or Row Percentage with a warning b) presents both Column and Row Percentage c) presents only Column Percentage d) presents an asterisk e) none of the above; inspecting a table of non-significant relationships is not productive

e) none of the above; inspecting a table of non-significant relationships is not productive

Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 What relationship can be inferred from the above table between family size and owning a VCR? a) nothing can be inferred b) the smaller the family the more likely they are to own a VCR. c) a lower proportion of large families (4 or more) own VCRs than small families (less than 4). d) owning a VCR causes the family size to increase. e) ownership of a VCR tends to increase as family size increases.

e) ownership of a VCR tends to increase as family size increases

If we run the chi-square test and we get a .02 p-value to support the null hypothesis, this means: a) there is NOT adequate support for the null hypothesis. b) there is NO association between the two nominal variables. c) there is only a 2 percent chance that the two nominal variables are systematically related. d) there is a significant association between the two ratio variables, and this information alone is adequate to explain the nature of the association. e) there is a significant association between the two nominal variables, but we still need to check the direction of the association.

e) there is a significant association between the two nominal variables, but we still need to check the direction of the association.

Evaluating secondary data based on the purpose criterion involves ________.

ensuring the data are consistent with the research objectives at hand

systematic sampling

entire population is ordered, and elements are drawn using a skip interval

Non-response error:

error from failing to obtain info from some elements of the population that were selected and designated for the sample - refusals - not-at-homes

Non-coverage error:

error that arises because of failure to include qualified elements of the defined population in the sampling frame

Response error:

error that occurs when an individual provides an inaccurate response, consciously or subconsciously, to a survey item

While evaluating secondary data based on the accuracy criterion, researchers must ________.

evaluate whether or not the data are out of date

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

gain ideas to better define problems/opportunties

exploratory research

what are the three "types" of research included in the process?

exploratory, descriptive and causal

Research design types include:

exploratory, descriptive, causal

questions in which the responses are limited to stated alternatives

fixed-alternative questions

When are mean formulas used?

for continuous variables - interval - ratio

open-ended questions:

free to respond in your own words - exploratory v. fact based

We use _______ analysis for categorical univariate analysis and _________ analysis for continuous univariate analysis

frequency, descriptive

which of the following types of primary data can be measured by observation

gender and current behavior

attitude for marketers

generally thought to lead to behaviors

Inerative

going out of order int the research process

scatter diagram

graphic plot of the relative position of two variables using a horizontal and a vertical axis to represent the values of the respective variables

pros of personal interview

great flexibility, higher levels of interviewer bias, can be used with lower levels of structure, time and cost intensive

construct

hypothetical variable that is usually measured by a respondents perceptions

In the information research process, examining measurement issues and scales involves ________.

identifying the concepts to study and measuring the variables related to a research problem

Median:

identifying the level that contains the 50th percentile in frequency distribution - Whatever CONTAINS the 50th percentile (64% example)

When is a result STATISTICALLY SIGNIFICANT?

if p <0.05 --> reject H0 if p> 0.05 --> do not reject H0

Atmospherics

in retail the physical surroundings

Predictor variable is also known as a ________ variable.

independent, causal, explanatory

what are the 6 main types of exploratory studies

interview, data mining, case analysis, literature search, focus groups, projective methods

the use of disguised communication to gather primary research data can

involve active deception, help eliminate response bias, hide the purpose or sponsor of the study and create a more natural environment in which to collect data from individuals

The Spearman rank order correlation coefficient differs from the Pearson correlation coefficient in that the Spearman rank order correlation

is used when variables have been measured using ordinal scales, whereas the Pearson correlation coefficient is used when variables have been measured using ratio scales.

If a specific case has a significant amount of item nonresponse ...

it should probably be eliminated in the editing process

investigation involving a fixed sample of elements that is measured repeatedly through time (con: takes a long time and problem with continuous data, pro: more interesting and accurate study)

longitudinal study

a marketing manager has discovered that relevant, internal secondary data doesn't exist to support a decision process. The next step the manager should take is:

look for external sources for the relevant data, see if good data can be obtained from published sources and begin a primary data collection effort

Central-Office Edit

looking for detailed mistakes such as data entry errors and responses that are difficult to assess

Avoiding the trap of researching the wrong problem?

make sure the problem is well defined

Curbstoning

making up data

a big disadvantage of the systems approach is

managers are limited to the information that is available in the database

All of the following are experimental design elements EXCEPT for the ____.

manipulation of the dependent variable

intentions for marketers

marketers are interested in people's intentions primarily with regard to purchase behavior

personality for marketers

marketers are interested in personality because it seems as if it would affect the way consumers and others in the marketing process behave.

motivation for marketers

marketing concept that the idea that companies succeed over the long rung by identifying and satisfying customers need in a way that is profitable for the company why people behave as they do

The iceberg principle in marketing research holds that ________.

marketing decision makers are aware of only 10 percent of the true problem in research

the process of gathering and interpreting data for use in developing, implementing and monitoring the firm's marketing plans

marketing research

awareness/knowledge for marketers

marketing research refers to what respondents do and don't know or believe about a product, brand company, ad

Regression analysis:

measures the association between a criterion variable and one or more independent variables

outside observer watching the behaviors and interactions of others

non-participant observation

a sample that relies on personal judgement in the element selection process; sampling error cannot be estimated and we cannot calculate the margin of sampling error

nonprobability sample

direct, face-to-face conversation between a representative of research organization, the interviewer and a respondent or interviewee

personal interview

basic disposition exhibited by an individual -- the attributes, traits, and mannerisms that distinguish one individual from another

personality

Outcroppings

physical surroundings (lighting, decor, music, etc)

changes the firm initiates, wants to make happen proactively

planned

Most important stage of focus group?

planning

market research use for ____ deals largely with determining which marketing opportunities are worthwhile and which are not promising for the firm

planning

information collected specifically for the investigation at hand

primary data

a sample in which each target population element has a known, nonzero chances of being included in the sample; sampling error can be estimated

probability sample

what are the four main steps of the marketing research process

problem definition, data collection, data analysis, information reporting

which of the following is an example of how standardized marketing information can be used?

profiling customers, measuring product sales and market share, measuring advertising exposure and effectiveness

Creditability

purposely twisted results/bending truth

verbatiums

quotes from transcripts

coefficient of determination

r sqaured

A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.

randomization

Most important part of executive summary?

recommendation

which of the following is an example of the observation method of collecting primary data?

recording the amount of time a shopper stops in from of a point-of purchase display

advantages of high structure

relatively simple to administer (no need for extensive training), respondents respond, greatly simplifies data coding and analysis

a document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform the job

request for proposal

The difference between simple random sampling and systematic random sampling is that systematic random sampling

requires that a defined target population be ordered in some way.

an explanation of the data sources and research methodology to be used in the research project should be included in the

research proposal

Advocacy research:

research that is conducted to support a position rather than to find the truth about an issue - unethical - intentional leading questions

judgement sampling (non probability)

researcher's personal belief that the subject will best meet the requirements

When presenting summarizations of data, the most useful tables are ones where a quick inspection will ________ of the findings.

reveal the basic pattern or patterns or the essence

measurement

rules for assigning numbers to objects in such a way as to represent quantities of attributes

relationship between population and sample

sample drawn from population while sample statistics allow inferences about population parameters

quota sampling (non probability)

sample is chosen due to specific demographic behavioral, or attitudinal qualifications

Snowball sample:

samples in which informants provide contact information about other people who share some of the characteristics necessary for a study

the difference between results obtained from a sample and results that would have been obtained had information been gathered from or about every member of the population

sampling error

The difference between probability sampling and nonprobability sampling is that in nonprobability sampling, ________.

sampling error is not known

a list of population elements from which the sample will be drawn

sampling frame

the list of population elements from which a sample will be drawn; the list could consist of geographic areas, institutions, individuals or other units (customer database, member directories)

sampling frame

Fake sponsors

say you are calling for research but then you make a sales pitch - unethical - sugging/frugging

What do we use in SPSS?

scatterplot

data that has already been collected, often for some other purpose or by some other organiation

secondary data

a marketing manager has discovered that relevant, internal secondary data doesn't exist to support a decision process. the next step the manager should take is

see if good data can be obtained from published sources and being a primary data collection effort

Snowball sampling(non probability)

selection of additional respondents is based on references from intital respondents

guided interviews using specific open-ended questions; use interview protocol as a guide for asking questions but allow respondents to answer freely and probe further if necessary

semi-structured interviews

domain of observables

set of identifiable and measurable components associated with a construct

which of the following is not a nonprobability sampling technique

simple random sample

classification of sampling techniques (probability sampling)

simple random, systematic (every nth element in the population is selected for the sample pool after a random start), stratified (population is divided into mutually exclusive and exhaustive subsets and probabilistic sample of elements is chosen independently from each subset -- subjects are homogeneous within groups) , cluster (parent population is divided into subgroups and random sample of one or more subsets/clusters is selected), area (type of cluster sample)

Descriptive statistics:

statistics that describe the distribution of responses on a variable - mean and standard deviation are the most common DS

method of observation in which the phenomena to be observed (typically behaviors) can be defined precisely along with the categories used to record the phenomena

structured observation

the responses as well as the questions are standardizes in a

structured-undisguised questionnaire

Observation research

systematic process of recording the behavioral patterns of people, objects, and events without communicating with them

Significance level:

the acceptance level of error selected by the researcher - usually 0.05 - the level of error refers to the probability of rejecting H0 when it is actually true for the population

Sample mean:

the arithmetic average value of the responses on a variable (x bar)

Variance is

the average squared deviation about the mean of a distribution of values.

the three key decisions to make when collecting data by communication include

the degree of structure use, whether to disguise the questionnaire and which method of questionnaire administration to use

Editing:

the inspection and correction of the data received from each element of the sample (or census) - make certain that the raw data meet minimum quality standards

what is the proper _________________ for a t-test?

the median??

Response rate:

the number of completed interviews with responding units divided by the number of eligible responding units in the sample RR= (# of completed interviews with responding units)/(# of eligible responding units in the sample)

p-Value:

the probability of obtaining a given result if the fact of H0 were true in the population

Coding:

the process of transforming raw data into symbols (usually numbers) that can be utilized for analysis

What portion of the proposal indicates whether the research will be exploratory, descriptive, or causal?

the research method

Question order bias:

the tendency for earlier questions on a questionnaire to influence respondents' answers to later questions

which of the following is true about the problems that commonly arise with secondary data

they do not completely fit the problem and they are not totally accurate

the distinguished feature of nonprobability sampling plans is that

they involve personal judgement somewhere in the selection of sample elements

Why do we sometime convert continuous measures into categorical measures?

to ease interpretation

Purpose of in depth interviews?

to figure out attitudes

the subjects are aware that they are being observed

undisguised observation

changes in external environment, firm often react to these changes

unplanned

Hypothesis:

unproven propositions about some phenomenon of interest - null - alternative

method of observation in which the researcher has a great deal of flexibility in terms of what to note and record

unstructured observation

Coding closed-ended items:

use numbers to code 1= male 2= female

Rule of Thumb

use the graph that looks the best -quick visual story -fits data - pleasing to the eye

Cross Tabulation

used to compare 2 or more categorical variables

independent t-test

used to determine if 2 groups differ on a characteristic or variable that is assessed using a continuous variable

Analysis of Variance (ANOVA)

used to test one or more categorical variables with a continuous dependent variable -if significant there is a difference between the groups

one sample t-test

used to test the whole sample in regards to a single construct

What do you give your manager?

useful information

Axial coding

variations within themes

pros of communication

versatility, speed, cost

A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly in a circle. This indicates that the relationship (covariation) between the two variables is

very close to zero

Percentages are ...

very useful for interpreting the results of categorical analyses and should be included whenever possible

Emic validity

ways to make sure our research is believable by member checking

Statistical Significance

when a difference is large enough to be unlikely to have occurred because of a chance or sampling error

Assumed consequences:

when a question is not framed to clearly state the consequences and thus generates different responses from individuals who assume different consequences - double the amount of job offers question (other one says it requires 10 more hours of studying)

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