Marketing Research Final Exam

_________ level of confidence is standard in sample size determination. A) 95% or 99% B) 90% or 100% C) 90% or 95% D) 99% or 100%

A) 95% or 99%

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following? A) Body Language Visible and Apparent B) Participants can be in different geographic locations C) No physical setup necessary D) Transcripts captured in real time

A) Body Language Visible and Apparent

A research technique that can be used to generate ideas, to learn the respondents' "vocabulary" when relating to a certain type of product, or to gain some insights into basic needs and attitudes is: A) Focus Group B) Protocol Analysis C) Role Playing D) Online Survey

A) Focus Group

The axion regarding sample size and accuracy DOES NOT include which of the following? A) Increasing sample size increases the sample's representativeness B) A census is the only near-perfectly accurate sample. C) A probability sample size can be a very tiny percentage of the population size and still be very accurate D) A probability sample will always have some inaccuracy (sample error)

A) Increasing sample size increases the sample's representativeness

There are different types of potential nonresponse errors in any survey. Which of the following is NOT one of those potential nonresponse errors? A) Late Completion B) Item Omission C) Refusal to Participate in the Survey D) Break-Offs During the Interview

A) Late Completion

The Virginia Atlantic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of: A) Mixed Methods Research B) Readership Research C) Media Research D) Product Research

A) Mixed Methods Research

The purpose of __________ research is specific and is used when the manager and researcher have agreed on precise information that is needed. A) Qualitative B) Strategic C) Tactical D) Quantitative

A) Qualitative

Any study that is conducted using an observational technique or unstructured questioning can be classified as _______, which is becoming increasingly popular in a number of research situations. A) Qualitative Research B) Quantitative Research C) Strategic Research D) Secondary Research

A) Qualitative Research

According to the CASRO report and the American Association for Public Opinion Research, _______ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample. A) Response Rate B) Survey Ratio C) Interviewer Response D) Confidence Interval

A) Response Rate

In _________ no restriction is placed on what the observer notes. All behavior in the episode under study is monitored. The observer watches the situation and records what he/she deems interesting or relevant. A) Unstructured Observational Research B) Direct Observational Research C) Covert Observational Research D) Invented Observational Research

A) Unstructured Observational Research

Methods useful in minimizing intentional respondent error include all of the following EXCEPT: A) Use of Contract Respondents B) Confidentiality C) Anonymity D) Validation Checks

A) Use of Contract Respondents

For the vast majority of surveys, respondents' answers are typically contained in an electronic ________, a matrix arrangement of numbers (mainly) in rows and columns similar to an Excel spreadsheet. A) Data Codebook B) Dataset C) Data Analysis D) Data Code

B) Dataset

When determining sample size, the conventional approach would NOT be: A) The sample size of previous surveys B) Five percent of the entire population C) The average of the sample sizes of similar studies D) The sample sizes normally reported in published reports

B) Five percent of the entire population

Both fieldworkers and respondents make errors. These fall into two categories: A) Voluntary and Involuntary Errors B) Intentional and Unintentional Errors C) Purposeful and Non-Purposeful Errors D) Conscious and Unconscious Errors

B) Intentional and Unintentional Errors

With a nominal scale, the _______ is the appropriate measure of central tendency, and variation must be addressed by looking at the distribution of responses across the various response categories. A) Median B) Mode C) Mean D) Variable

B) Mode

A failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals to answer specific questions on the questionnaire is: A) Respondent Misunderstanding B) Respondent Nonresponse C) Respondent Fatigue D) Respondent Cheating

B) Respondent Nonresponse

A researcher asks the question: "About how many times did you buy fast food for lunch last week?" Which of the following descriptive statistic would he/she likely use? A) Frequency B) Standard Deviation C) Cumulative Percentage Distribution D) Range

B) Standard Deviation

The method that uses cost as an overriding basis for sample size is called: A) The Sample Cost Approach B) The "All You Can Afford" Approach C) The Budget Override Approach D) The Minimum Cost Expenditure Approach

B) The "All You Can Afford" Approach

A researcher asks the question: "On a scale of 1-5, how does Starbucks rate on variety of its coffee drinks?" Which of the following descriptive statistic would the researcher likely use? A) Standard Deviation B) Frequency C) Cumulative Percentage Distribution D) Range

C) Cumulative Percentage Distribution

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? A) Inference Analysis B) Association Analysis C) Difference Analysis D) Relationship Analysis

C) Difference Analysis

Problem respondents fall into several categories. Which of the following does NOT represent one of these problem respondent categories? A) Item Omissions B) Yea-or-Nay Saying Patterns C) Homogeneous Responses D) Break-Offs

C) Homogeneous Responses

________ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]). A) Stimulus Imaging B) Neuroscience C) Neuromarketing D) Cerebromarketing

C) Neuromarketing

When using ________, sample size is unrelated to accuracy, so cost-benefit considerations must be used. A) Cluster Sampling B) Stratified Sampling C) Non-Probability Sampling D) Probability Sampling

C) Non-Probability Sampling

With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. This is used as part of what type of qualitative technique? A) Focus Groups B) Protocol Analyses C) Projective Techniques D) In-Depth Interviews

C) Projective Techniques

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: A) Population Inference B) Process Inference C) Statistical Inference D) Sample Inference

C) Statistical Inference

What method of determining sample size may take on the guise of a "percent rule of thumb" statement regarding sample size? A) The Statistical Approach B) The Non-Arbitrary Approach C) The Arbitrary Approach D) The Scientific Approach

C) The Arbitrary Approach

Parameter estimation involves the use of three values. Which of the following is NOT one of the three values? A) The Desired Level of Confidence (usually 95% or 99%) B) The Sample Statistic (Mean or %) C) The Desired Population D) The Standard Error of the Statistic

C) The Desired Population

The most correct method of determining a sample size is: A) All that can be afforded B) Percentage of the population C) The confidence interval approach D) All that time will permit

C) The confidence interval approach

There are several measures of central tendency. Which of the following is NOT one of those measures? A) Median B) Mode C) Variance D) Mean

C) Variance

With regard to variability, which of the following is true? A) p is always less than q B) q is always less than p C) p+q=100% D) p+q=1.96

C) p+q=100%

Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability? A) 60% say "Yes", 40% say "No" B) 90% say "Yes", 10% say "No" C) 70% say "Yes", 30% say "No" D) 50% say "Yes", 50% say "No"

D) 50% say "Yes", 50% say "No"

The _________ is reflected in the spread of the distribution. A) Amount of Sample Size B) Amount of the Sample C) Amount of Similarity D) Amount of Variability

D) Amount of Variability

The problem confronting the marketing researcher when faced with a dataset is _________, which is defined as the process of describing a dataset by computing a small number of statistics that characterize various aspects of the dataset. A) Data Integrity B) Choosing the Data Analytical Software C) Understanding the Data Book D) Data Analysis

D) Data Analysis

Certain measures such as the mean, mode, standard deviation, and range are forms of ________ used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses. A) Inference Analysis B) Association Analysis C) Difference Analysis D) Descriptive Analysis

D) Descriptive Analysis

There are several types of unintentional fieldworker errors. Which of the following would NOT be considered one of those types of unintentional fieldworker errors? A) Interviewer Misunderstanding B) Interviewer Fatigue C) Unintentional Interviewer Errors D) Interviewer Plagarism

D) Interviewer Plagarism

All errors in a survey except those attributable to the sample plan and sample size are termed: A) Sample Risk B) Transcript Error C) Continuity Error D) Non-Sampling Error

D) Non-Sampling Error

A _________ is used to approximate the population value (parameter) through the use of confidence intervals. A) Survey Estimate B) Population Estimate C) Statistical Estimate D) Parameter Estimate

D) Parameter Estimate

When Procter & Gamble is interested in improving its Ultra Tide detergent, it may invite a group of age 30-45 year old women to brainstorm how Tide could perform better or how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using? A) Product Research B) Strategic Research C) Quantitative Research D) Qualitative Research

D) Qualitative Research

An interviewer asks a respondent for his/her total monthly income. The respondent reports only her own income and not that of her husband. What type of error would this be? A) Respondent Distraction B) Respondent Guessing C) Fatigue-Related Mistake D) Respondent Misunderstanding

D) Respondent Misunderstanding

A bank image survey showed that a particular branch consistently received lower scores on "employee friendliness." Focus group research later identified the problem. What objective did the bank have when it conducted the focus groups? A) Reveal consumer needs, motives, perceptions, and attitudes B) Understand consumer vocabulary C) Idea generation D) Understand findings from quantitative studies

D) Understand findings from quantitative studies