Marketing Research Final

Which of the following is TRUE? A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time. Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is an example of an omnibus panel in which the same variables are measured over time. An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically) with respect to the same information (e.g., purchase diary). A true longitudinal analysis can be performed on data from an omnibus panel. All of these statements are true.

A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time.

For a scale to have ordinal properties, which of the following must be established? If "a" is greater than "b", then "b" is not greater than "a". If "a" is greater than "b", and "b" is greater than "c", then "a" is greater than "c". If "a" is equal to "b", and "b" is equal to "c", then "a" is equal to "c". All of these are correct. None of these are correct.

All of these are correct.

High structure is most useful when possible replies are well known. for obtaining factual information. for assessing attitudes about things that people know something about. All of these are correct. None of these are correct.

All of these are correct.

Which of the following is an example of an interval scale? Female/Male Attitude toward an advertisement Social class Income Number of purchasers\

Attitude toward an advertisement

Which of the following is (are) permissible measure(s) of central tendency with ratio scales? Arithmetic mean, median, and mode Geometric mean Median and mode Both geometric mean as well as arithmetic mean, median, and mode Both geometric mean as well as median and mode

Both geometric mean as well as arithmetic mean, median, and mode

Which of the following questionnaire administration methods is the LEAST expensive? Personal interviews Email/Web-based surveys Mail surveys Depth interview Telephone surveys

Email/Web-based surveys

A variable is a characteristic that is measured and cannot take on different values. True False

False

It is possible to compare the absolute magnitude of numbers when measurement is made on the basis of an interval scale. True False

False

Structure refers to how much variation is used with the data collection instrument. True False

False

Which of the following is a lifestyle characteristic? Social class Interests Attitudes Home ownership Age

Interests

Which of the following is FALSE? Interval scales allow researchers to compare the absolute magnitude of numbers. A ratio scale differs from an interval scale in that the ratio scale has a natural zero. Determination of absolute zero is difficult with measurements in marketing. It is debatable whether many of the constructs used in marketing even possess this property. All of these are false. None of these are false.

Interval scales allow researchers to compare the absolute magnitude of numbers.

The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample, selection being based on household size, income level, and television viewing patterns. We must also be concerned with the stability of the sample elements in order to ensure repeated availability for measurement." Advertising evaluation design Longitudinal design Viewership pattern design Latitudinal design Cross-sectional design

Longitudinal design

Which one is a measure of central tendency? Median Frequency Variance Standard deviation Range

Median

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification? Nominal Ordinal Interval Ratio Conscious

Nominal

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent? Phone interviews Personal interviews Mail questionnaires Questionnaires published in newspapers Warranty information cards

Personal interviews

Which of the following pieces of information would NOT be relevant for the behavior "checklist"? A consumer purchases product X once a week. Product X is usually bought in supermarkets. Product X is packaged in such a way as to allow for ease of handling and disposal. Product X is purchased during the Christmas season. Product X is purchased by teenagers.

Product X is packaged in such a way as to allow for ease of handling and disposal.

Which one is a measure of variability? Range Mean Mode Sample Size Parameter

Range

Sales is an example of? Ratio-quantitative data Ordinal-qualitative data Interval-quantitative data Nominal-qualitative data None of these are correct.

Ratio-quantitative data

Which of the following is FALSE? If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors. If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted. Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways. Reliability is necessary, but not sufficient, for establishing the validity of a measure. If a set of items all measure the same construct, the responses to the items should be correlated.

Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways.

Which of the following statements about measuring intentions is NOT true? Consumers usually aren't very accurate about what they'll do in the future. The problem is getting answers that have meaning in them. It is more difficult to measure purchase intentions for new-to-the-world products. The problem is getting people to answer questions about their intentions. There is often a big difference between what people say they are going to do and what they actually do.

The problem is getting people to answer questions about their intentions.

When it comes to measurements, which of the following are TRUE? Market researchers measure objects, not their attributes. The definition of "measurements" is narrow, specifying how numbers will be assigned. We could measure a person's income, age, gender, or attitude toward something using a scale of 1-5. The qualities of attributes being measured dictate the rules for how numbers are assigned. All of these are true.

The qualities of attributes being measured dictate the rules for how numbers are assigned.

Which of the following is NOT true of a questionnaire with a high degree of structure? They are relatively simple to administer. They are difficult to code. They are associated with greater consistency of answers. There is no probing or follow-up questions. They are easier to analyze.

They are difficult to code.

A statistic is a numerical descriptive measure of a sample which is known. True False

True

An open-ended question allows respondents to freely reply using their own words without limitations to a fixed set of possible answers. True False

True

We cannot perform any arithmetic operation on nominal(qualitative) data. True False

True

When using the ordinal scale, the chosen number scale reflects the relative standing of the different options for that particular individual. True False

True

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales. True False

True

With nominal scales, the numbers used by a researcher don't mean anything other than simple individual or category identification. True False

True

Which of the following statements concerning measurement is FALSE? Properties of the attributes must first be determined before measurement begins. Numbers are assigned to accurately reflect properties of an attribute. Typically, researchers recognize five "levels" of measurement. None of these are correct. All of these are correct

Typically, researchers recognize five "levels" of measurement.

The zero-scale value found when measuring marketing variables typically represents the ordinal nature of the variable. an absolute lack of an attribute. the logical existence of a natural zero point. a point of absolute zero magnitude. a point of indifference to which the value zero is arbitrarily attached.

a point of indifference to which the value zero is arbitrarily attached.

If a researcher is interested in investigating whether or not consumers like, are or not interested in a new package for Kellogg's Corn Flakes, the researcher should focus on measuring motivation. intention. attitude. personality. demographics.

attitude.

A common use of demographic and socioeconomic data in marketing is delineating market segments. investigating intentions to purchase. relating attitudes to opinions. discovering motivations. determining brand awareness.

delineating market segments.

Fixed-alternative questions would be inappropriate for securing information about respondents' apartment rental payments. motivations in husband-wife interactions over purchase decisions. age. awareness of current events. income level.

motivations in husband-wife interactions over purchase decisions.

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is ratio. ordinal. interval. nominal. conscious.

nominal.

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is nominal. ordinal. interval. ratio. the interchanging of scale values always affects the purpose.

nominal.

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries. This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses ____ segmentation. demographic psychographic geodemographic ethnic geographic

psychographic

Regarding measurement basics, it is possible to measure objects. quantities of objects. quantities of attributes of objects. variance among objects. variance among attributes.

quantities of attributes of objects.

Demographic and socioeconomic characteristics are easily gathered by researchers. represent attributes of people. are all easily verifiable. define consumer personality types. correlate highly with purchase intentions for specific brands.

represent attributes of people. are all easily verifiable.

All arithmetic operations are allowed for ratio - quantitative data True False

true

Ratio scales can be used to do everything that interval, ordinal, and nominal scales can do. True False

true

With an interval scale, we cannot compare the absolute magnitude of numbers. we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. there is a naturally-occurring zero point. the median and the mode are the only permissible measures of average. All of these statements concerning an interval scale are false.

we cannot compare the absolute magnitude of numbers.