Marketing Research Final Exam
If 60 males are asked if they recognize the brand name, "Focus," and 35 of them correctly identify the product as a model of Ford's product line within Ford Motor Co., the proportion of males in the sample who recognize this brand name is approximately_____
0.58
A researcher is conducting a Z test. Given that the sample mean is 34 based on 49 responses, the hypothesized population mean is 30, and the standard error of mean is 2.75. What is the Z score?
1.46
If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No") he or she would use a _____ contingency table.
2 x 2
If 150 females are asked if they recognize the brand name, "Aveeno," and 85 of them correctly identify the product as a brand of skin care and hair care products, the proportion of females in the sample who recognize this brand name is approximately_____
57%
If a researcher wants to select 50 customers from a sampling frame of 250 customers who have purchased at least $10,000 worth of products from his company within the past six months using a systematic sampling technique, after a random start, the researcher should select every ______ name on the list.
5th
For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about:
6-8 weeks
An experiment examining the interaction effects of the presence of police cars and the presence of speeding cameras on the number of speeding tickets issued is an example of which type of experimental design?
Factorial experimental design
Which type of experimental design allows for an investigation of the interaction of two or more independent variables?
Factorial experimental designs
Research projects involving experimental manipulations that are implemented in a natural environment are called:
Field Experiments
A question that screens out respondents who are not qualified to answer your second question is called a___ question.
Filter
Survey___ refers to the ordering of questions through a survey.
Flow
A job posting for a research firm advertised it was looking for someone who can use SPSS software to forecast sales.What is this position typically called in a research firm?
Forecast analyst
The following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon?
Frequency determination question
Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
Funnel technique
Which of the following is the most elementary level of measurement?
Nominal scale
One of the most common probability distributions in statistics is the ____distribution.
Normal
Which of the following is NOT a problem a marketing research director typically faces?
Often does not have the tools available to conduct the research properly
A scale that allows things to be arranged based on how much of some concepts they possess is called an ____ scale
Ordinal
Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?
Price
Asking target market members to compare the performance of a prototype of a possible new product to performance of a competitor's product is an example of which type of research?
Product testing
When a respondent is asked to place each shopping mall in a list of four local shopping malls in the order in which she prefers to shop at each mall, this is an example of a ____ task
Ranking
Which of the following refers to the extent that all information collected in a questionnaire addresses a research question that will help the decision maker address the current marking problem?
Relevant
Monica is conducting an experiment where all subjects see all of the ads she is testing. This type of experiment in which an individual subject is exposed to more than one level of an experimental treatment is called:
Repeated Measures
When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains _____
Sample Selection Error (Random sampling error)
Which of the following involves any procedure that draws conclusions based on measurements of a portion in the entire population?
Sampling
When a researcher wants to study the members of the American Marketing Association and selects a sample from its membership list, the membership list is an example of a _______
Sampling frame
A researcher is measuring consumers attitudes toward product placement in movies using five added to items. She created a scale by simply some in response to each item making up their composition measure. This composition measure is called and call me an ____
Scale
A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called ____
Simple random sampling
Research firms that develop a unique methodology for investigating a business specialty area is referred to as a ___
Standardized research service
A(n) ___ is a marketing research supplier that provides standardized information for many clients in return for a fee.
Syndicated service
A researcher is interested in the level of consumers understanding of product nutrition labels. He is interested in the amount of time spent looking at the label influences understanding, so he's using a device that controls the amount of time a subject is exposed to the label. This device is called a:
Tachistoscope
The researcher examining descriptive statistics for any particular variable is using which type of statistics?
Univariate
A callback procedure should be used for all of the following situations EXCEPT __
a respondent who answers but refuses to participate
Which of the following are the two types of marketing research based on the specificity of its purpose?
basic and applied
The application of computation, summarizing, and reasoning to understand the gathered information is called _____.
data analysis
All of the following are stages in the research process EXCEPT____
demonstrating casualty
What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"
descriptive research
A stratified sample in which the sample size for each stratum is allocated according to analytical considerations is called a ____
disproportional stratified sample
When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?
distribution research
An ___is like an Internet search but focuses on data within the organization's internal network.
enterprise search
All of the following are examples of exploratory research techniques EXCEPT___
experimentation
Carol was invited to participate in a research study along with ten other consumers to discuss her experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?
focus group interview
Hank has developed a set of data organized by summarizing the values resulting from rolling a pair of die. He constructed a table of his data and found that five was the most common result. This is an example of a ____
frequency distribution
A researcher is creating a table to present to a client that gives the number of respondents selecting the various product concepts of interest in the study. The client will use this information in the decision of which product concept to pursue. This table is referred to as a _____
frequency table
When a researcher wants to estimate national market share based on the results of the test market for a new product in St. Louis and City, this is an example of _____
inferential statistics
All of the following are experimental design issues EXCEPT _____.
manipulation of the dependent variable
A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.
marketing channel
The cover letter for a mall survey should include all of the following Except_____
names of other potential respondents
Which of the following is the symbol of the population standard deviation?
o
Claire has agreed to participate in surveys online. Every few weeks, she is sent an email requesting her to participate in an online survey. What did Claire do to become involved in these research studies?
opted in
An estimate of the population mean in the form of a single value, usually the sample mean, is called a ______
point estimate
Which of the following refers to any complete group whose members share some common set of characteristics?
population
Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?
pricing research
A stratified sample in which the number of sampling units drawn from each stratum is in proportion to the population size of that stratum is called a _____
proportional stratified sample
Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household?
random digit dialing
Which of the following is a measure of dispersion?
range
The ____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.
research design
The simplest form of secondary-data research is
Fact finding
A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) ____ search.
Enterprise
A survey can collect information using which of the following techniques?
ALL Correct e-mail, telephone, face-to-face, interviews
Questionnaire that collects information that is valid is said to be___
Accurate
Which of the following is an advantage of including a questionnaire in an e-mail?
All of them : Faster speed of distribution, lower distribution costs than a mail survey, faster turnaround time than a mail survey
Which of the following is a basic component of an attitude?
All of these choices
Which of the following should a marketing researcher do in order to infer casualty?
All of these choices
Which of the following is a measure of the central tendency of a set of scores?
All of these choices (mode, median, mean)
"I plan to buy a new digital camera sometime in the next three months" is an aspect of which component of an attitude?
Behavioral
Categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable are called _____ variables.
Blocking
Which type of research allows decision makers to make casual interferences?
Casual research
What type of question is the following? Which of the following services of the united Missouri Bank, besides your personal checking account, do you currently use? (Check all that apply) ____Savings account ____Car loan ____Home mortgage loan
Checklist question
The most commonly applied estimate of a competent scales reliability is___
Coefficient alpha
Laurie believes a Honda accord gets 36 miles per gallon. This belief represents which component of her attitude toward the automobile?
Cognitive
Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?
Commercial source
Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?
Composite measure
When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers, this is an example of which type of research?
Distribution Research
"Do you agree or disagree with the statement: the federal reserve bank in the large US banks are responsible for the high foreclosures of home mortgages" is an example of what type of question?
Double barreled
A(n) _____ survey is a self-administered questionnaire posted on a website
Internet
Which type of question suggests a socially desirable answer or is emotionally charged?
Loaded question
Which of the following survey research methods offers the lowest degree of respondent anonymity?
Mall intercept interview
Which of the following is TRUE regarding US government sources of secondary data?
Most of the data is published by the US federal government can be counted on for accuracy and quality of investigation
Dichotomous or multiple choice alternatives in fixed alternative questions should not have overlap among categories, which means the category should be___
Mutually exclusive
Coding household income into "Above $100,000," Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ____ scale.
Nominal
According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts?
all of these choices-the accounting department, the production department, the research & development department
When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?
all of these choices
Which of the following is an important aspect of the marketing concept?
all of these choices
All of the following are stages in the selection of a sample EXCEPT____
analyze data
A researcher interested in a data matrix that displays the frequency of some combination of possible responses to multiple variables should construct a _____
contingency table
A researcher manipulating the types of message a subject is exposed to in a Internet banner advertisement believes that a subject's age might show a statistical relationship with the dependent variable, so he includes ages in the statistical analysis. Age is an example of which type of variable?
covariate
When AT&T hires a research agency to conduct research among business users regarding mobile technology needs, this is called____
custom research
The formula below is used to calculate the _____ (ZS/E)^2
sample size
Measures computed from sample data are called ____
sample statistics
A list of elements from which the sample may be drawn is called a _____
sampling frame
Which type of error occurs when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame?
sampling frame error
All of the following are types of response bias EXCEPT___
self-selection bias
Which of the following becomes a key indicator of whether or not a hypothesis can be supported?
significance level
The sampling units in experiments are referred to as___
subjects
Which type of statistical analysis, test hypotheses involves only one variable?
univariate statistical analysis
When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of an ___
unobtrusive method
The formula below is the formula for the ______ S^2= E(X-X)^2/n-1
variance
Karen is conducting an experiment examining how different flavors of toothpaste influence subjects' perception of the taste of a juice her company sells. Each subject brushed his or her teeth with one flavor, tasted the juice, indicated how the juice tasted based on several items on a survey, and then ate a cracker. Then the subject brushed his or her teeth with another flavor of toothpaste and tasted the juice, gave their response, and ate a cracker again. They did this with four different flavors of toothpaste. This is an example of which type of experimental design?
within-subjects
Which test is appropriate for testing hypotheses involving an observed mean against a specified value?
z-test
