MKT 232 Quizzes and Tests
Your research group is performing a hypothesis test and your hypothesized population percentage of college students that Coca-Cola is 70%. After conducting the study, your group determines that 50% of college students drink Coca-Cola and this study contains 1,000 respondents. Calculate the z-score.
-12.65
A study is conducted to determine if males (group 1) and females (group 2) drink different amounts of coffee per week. A sample of 200 males and 200 females were carefully studied and the average coffee drank in the male group was 10 cups of coffee per week with a standard deviation of 1.5 whereas the female group drank 13 cups of coffee with a standard deviation of 0.5. Calculate the z-score of this study using the difference between two means.
-26.83
Any correlation that falls between the absolute value range of ________ is usually considered indicative of a "weak" association between the variables.
.21 and .40
Multiple R, or the coefficient of determination, ranges from ________ and represents the amount of the dependent variable "explained," or accounted for, by the combined independent variables.
0 to +1.0
A study to determine the average time spent reading the Daily Video shows a data set with a standard deviation of 6 minutes if this study had a sample size of 1,000 respondents. What is this study's standard error of the mean?
0.19 minutes
Calculate the correlation coefficient between two variables (x and y) given the following information. The cross-products sum is equal to 75,600, the sample size is 10, the calculated standard deviation of x is 100.3 and the calculated standard deviation of y is 144.9. The correlation coefficient is: _________.
0.520
Your group has completed a study to examine the viewership of the Daily Vidette and your group has 250 total respondents. Over the 250 person sample, 90% (your p value) indicated the Daily Vidette to be a high quality newspaper. With this data, calculate the standard error of the percent.
1.90
The z-value for a 95 percent level of confidence is _________ whereas the z-value for a 99 percent level of confidence is _________.
1.96; 2.58
Your research team hypothesizes that students at Illinois State University spend an average of $25 dollars per week on groceries. After conducting research, your group determines that the average amount spent on groceries by Illinois State students is $30.00 per week with a standard deviation of $5.00 based on 300 student responses. Calculate the z-score of this study.
17.32
Your research group is using a stratified sample containing two groups in a study to measure customer satisfaction of Netflix. The two groups, "Families without children" who compose 40% of the population and "Families with children" compose 60% of the population. When asked to use a scale of 1 = "Poor", 2 = "Fair", 3 = "Good", and 4 = "Great", the "Families without children" responded with an average 3.5 whereas the "Families with children" responded with an average of 1.5. The weighted mean for these two groups is ___________.
2.3
Calculate the margin of sample error (e) if our study contains 1,000 respondents, has a variability of p determined to be 80%, and we desire a 95% level of confidence. In this study, our margin of sample error is determined to be _____________.
2.48
After careful calculation, your marketing research group has calculated that your research study requires 255 respondents (n value) BUT you are dealing with a small population of only 800 people. You realize that you must adjust for the small sample size. Calculate the finite multiplier and determine the adjusted sample size for your small population. The Small Size Population Sample is ________ respondents.
211
Calculate the sample size required given a p value of 80%, desired confidence level of 95%, and margin of sample error of 5%. The sample size required for our study is _________ respondents.
246
Using Microsoft Excel, calculate the standard deviation of the following numbers: 2, 4, 5, 6, 7, 8, 11, 13, and 15. The standard deviation for this data set is: ________.
4.31
Your research firm has conducted a study on males and females to determine if there is a difference between these two groups on their perception of McDonald's. In the sample of 200 men surveyed, 65% of the respondents in the male group eats at McDonald's once per week. In the sample of 150 women surveyed, 40% of the respondents dines at McDonald's each week. Calculate the z-score for this study.
4.78
Your research group is performing a hypothesis test and your hypothesized population percentage of college students that Coca-Cola is 50%. After conducting the study, your group determines that 65% of college students drink Coca-Cola and this study contains 250 respondents. Calculate the z-score.
4.97
As a general rule, a small population sample size is required to be calculated when the calculated sample size (n) exceeds what percentage of the total population (N) under study?
5%
Your research firm has conducted a study on males and females to determine if there is a difference between these two groups on their perception of McDonald's. In the sample of 200 men surveyed, 65% of the respondents in the male group eats at McDonald's once per week. In the sample of 150 women surveyed, 40% of the respondents dines at McDonald's each week. Calculate the standard error of the differences between these two percentages.
5.23
Our research team releases a survey asking "Yes" or "No" responses to the question: "Would you recommend McDonald's to a friend or family member?" Which of the following sets of responses shows the MOST variability?
50% said "Yes" and 50% said "No".
Calculate the margin of sample error given a response with the HIGHEST variability possible, a sample size of 200 respondents, and a desired confidence level of 95%.
6.93%
What is the median of the following data set: 2, 4, 5, 6, 7, 8, 11, 13, and 15?
7
Using Microsoft Excel, calculate the mean of the following numbers: 2, 4, 5, 6, 7, 8, 11, 13, and 15. The mean for this data set is: ________.
7.89
Eastland Mall conducts a survey of 1,000 shoppers, and the results of this survey include: 450 survey completions, 350 surveys that are deemed ineligible, 150 refusals, and 50 people that were not reached. Calculate the CASRO Reponse Rate using the Expanded Form equation. The CASRO Response Rate is: ____________.
80%
Our research team releases a survey asking "Yes" or "No" responses to the question: "Would you recommend McDonald's to a friend or family member?" Which of the following sets of responses shows the LEAST variability?
99% said "Yes" and 1% said "No"
The situation in which one variable is associated with another variable, but in this case the relationship is described by a curve rather than a straight line describes what type of relationship?
A curvilinear relationship
When conducting a basics difference test comparing differences between two group percentages, if the null hypothesis is NOT supported, then: ______________.
A difference does exist between the percentages of the two groups or populations
A relationship which is described as one in which there is a low probability that two variables will exhibit a dependable relationship is referred to as:
A low degree of association
If the Sig. value is .05 or less, the researcher can use ________ to identify the pair or pairs of groups where the means are significantly different.
A post hoc procedure such as a Duncan's multiple range test
A subset of the population is best known as ___________.
A sample
The reporting of findings has ________ for the marketing researcher, as he or she cannot choose to report only "good news" to the client.
A significant ethical burden
When a gap exists between what did happen and what could have happened, it is known as: _________.
A symptom
When a researcher uses the Pearson product moment correlation, two highly correlated variables will appear on a scatter diagram as what?
A tight ellipse pattern
Match the following nonprobability based sampling methods with their corresponding descriptions: A. Samples drawn at the convenience of the interviewer B. Requires a judgment or an "educated guess" as to who should represent the population C. Specified percentages of the total sample for various types of individuals to be interviewed D. Require respondents to provide the names of prospective respondents
A-Convenience samples B-Purposive samples D-Chain referral samples C-Quoate samples
The control of unintentional respondent error takes various forms including all of the following EXCEPT: ____________. A. Careful selection of respondents. B. Well-drafted questionnaire instructions and examples. C. Reversals of scale endpoints. D. Use of prompters.
A. Careful selection of respondents.
Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a best practice method of evaluating secondary data? A. Evaluate the availability of the data B. Evaluate the source of collection of the data C. Evaluate how the information was gathered D. Evaluate the purpose of the study
A. Evaluate the availability of the data
Which of the following is NOT an advantage of using survey methods? A. Insensitivity to subgroup differences B. Standardization C. Suitability to tabulation and statistical analysis D. Ease of administration
A. Insensitivity to subgroup differences
There are several guidelines in the presentation of hypothesis tests. Which of the following does NOT represent one of those guidelines? A. Prepare hypothesis test results in both print and slide formats. B. State the hypothesis. C. Perform appropriate hypothesis test computations. D. Determine if the hypothesis is supported or not supported by comparing the computed level of confidence
A. Prepare hypothesis test results in both print and slide formats.
What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?
Action standard
To ensure that sample information is more accurate than a hypothesis, a researcher must make sure that the sampling procedure: __________.
Adheres strictly to probability sampling requirements and assure representativeness
Which of the following represent intentional and unintentional fieldworker errors? Select ALL that apply A. Cheating B. Fatigue C. Misunderstandings D. Interviewer characteristics E. Leading respondents
All
Which of the following represent potential respondent errors (both intentional and unintentional). Select ALL that apply A. Fatigue B. Falsehoods C. Attention loss D. Distractions E. Nonresponse F. Misunderstanding questions G. Guessing
All
A(n) __________ is that there is a true difference between two groups' population parameters.
Alternative hypothesis
______________ means that a marketer can focus various marketing strategies and tactics, such as product design or advertising, on the market segments to accentuate the differences between the segments.
An actionable difference
When a researcher wants to compare the means of three, four, five, or more different groups, what type of analysis should be used to accomplish such multiple comparisons?
Analysis of variances
A researcher has two percentages and wants to know if the percentages are statistically different. The researcher calculates the z value and finds that it is 4.21. This means that the two percentages: ______________.
Are statistically different
Another advantage of using ANOVA is that it ________ so the significant differences can be located and interpreted easily.
Arranges the means of each group being tested
A researcher who wants to see if variables, such as advertising recall scores, positively associate with intentions to buy the advertised brand would use: _____________.
Association analysis
There are statistical analyses beyond simple descriptive measures, statistical inference, and differences tests including ________, which determine whether a stable relationship exists between two variables.
Associative analyses
Of the following, which is NOT an example of nonsampling error? A. All types of nonresponse error B. Size of the sample taken C. Data gathering and handling error D. Data interpretation error
B. Size of the sample taken
A researcher can test the null hypothesis that no differences exist between the two group means (or percentages) by using what type of test?
Basic differences test
The umbrella term ________ is information that is available from more sources than ever before ranging from government statistics to sensor data to tracking studies.
Big data
The multiple regression analysis model assumes that a straight-line (plane) relationship exists among the variables, just as in:
Bivariate regression analysis
Match the following probability based sampling plans with their corresponding descriptions: A. Method in which the population is divided into subgroups, called "clusters," each of which could represent the entire population B. Way to select a random sample from a directory or list that is much more efficient than simple random sampling C. The probability of being selected into the sample is "known" and equal for all members of the population D. Separates the population into different subgroups and then samples all of these subgroups
C-Simple random sampling B-Systematic sampling A-Cluster sampling D-Stratified sampling
Like syndicated data, packaged information has several advantages. Of the following, which is NOT a key advantage of packaged information? A. The experience of the firm gathering the data B. The collection of the information by the supplier is efficient and far less costly C. Customization of various portions of the project D. Reduced turnaround time from start to finish
C. Customization of various portions of the project
There are some disadvantages associated with secondary data. Which of the following is NOT listed in the text as a disadvantage? A. Data are often reported in incompatible reporting units. B. Measurement units do not match researchers' needs. C. Source and origin of data are not identified. D. Class definitions are incompatible with the researchers' needs.
C. Source and origin of data are not identified.
Regardless of which variation of computer-assisted surveys is considered, at least four advantages of computer-assisted surveys are evident. Which of the following is NOT an advantage of computer-assisted surveys? A. Speed B. Relatively error-free C. Technical skills requirement to take the questionnaire is high D. Able to capture data in real-time
C. Technical skills requirement to take the questionnaire is high
Which of the following is NOT an example of secondary data? A. Encyclopedia of Business Information Sources B. Business Source Complete C. The firm's sales data D. Articles and cases in the Journal of Marketing Research
C. The firm's sales data
When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest. For examples, researchers using this research design could measure the effects of a twenty degree increase/decrease in temperature and measure the impact of this change to the gross revenue for the firm.
Casual research
The term ________ applies to any statistical measure used that somehow reflects a typical or frequent response.
Central tendency
Given credit for conducting the first continuous and organized market research in 1911, ________ is the person recognized as the "Father of Marketing Research."
Charles Coolidge Parlin
What type of analysis includes the examination of frequencies for two nominally scaled variables in a cross-tabulation table to determine whether the variables have a statistically significant nonmonotonic relationship?
Chi-square test
The degree to which the observed frequencies depart from the expected frequencies is expressed in a single number called the:
Chi-square test statistic
Research conducted within an organization is best known as: _________
Client-side research
The type of sampling method in which a sample frame is divided into groups such as "everyone whose last name begins with an A, B, or C", is best known as: _____________.
Cluster sampling
Modern marketing thought holds that firms should: ___________.
Collaborate with and learn from customers
A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of: ____________.
Conducting quantitative and qualitative research simultaneously
What is the degree of accuracy desired by the researcher and stipulated as a level of confidence in the form of a range with a lower boundary and an upper boundary?
Confidence interval
Illinois State University wants to better understand "Student Satisfaction" in our classes. To examine this variable, researchers at Illinois State University realize there are multiple aspects, dimensions, components, and considerations that comprise "Student Satisfaction". Therefore, "Student Satisfaction" is best defined as a(n) ___________.
Construct
Which type of marketing research panel asks panel members the same questions on each panel measurement taken throughout the study?
Continuous panels
Regression analysis springs from ________, which is a measure of the linear association and not the causal relationship between two variables.
Correlation analysis
An index number, constrained to fall between -1.0 and +1.0, that communicates both the strength and the direction of a linear relationship between two scale variables is a:
Correlation coefficient
When a researcher talks about the amount of change in one variable systematically associated with a change in another variable, he or she is speaking about:
Covariation
Kohl's uses 'mystery' shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research?
Covert observational research
Lacey conducts a descriptive research study that measures a population at only one point in time. This type of marketing research is best known as _________.
Cross-sectional study
If two variables have nominal-scaling assumptions, a researcher would use what type of analysis?
Cross-tabulation analysis
What is used to determine whether a nonmonotonic relationship exists between two nominal-scaled variables?
Cross-tabulation and Chi-square tests
A researcher asks the question: "Rank these five brands from your first choice to your fifth choice." Which of the following descriptive statistic would he or she likely use?
Cumulative percentage dsitribution
The first company to conduct marketing research in 1911 to gather information about their customers and sell advertising space was: __________.
Curtis Publishing Company
Which of the following does NOT represent criteria useful for selecting test-market cities? A. The representativeness of the test market B. The ability to control distribution and promotion our firm has over the test market C. The degree of isolation of the test market D. All of the above are criteria in selecting a test market
D. All of the above are criteria in selecting a test market
Question evaluation is a judgment process, but there are four simple guidelines, or "dos," for question wording. Which of the following is NOT one of those guidelines? A. Keep each question simple B. Make each question crystal clear C. Keep your questions brief D. All of the above are recommendations
D. All of the above are recommendations
Elements in the marketing research report delivered to your group's client would include which of the following? A. Statement of the research problem statement. B. Time table and costs C. The Research Method employed in the study D. All of the following would be included in your research report to your client.
D. All of the following would be included in your research report to your client.
Which of the following does NOT represent an advantage of test marketing? A. Assists with sales forecasting B. Test product acceptability C. Test marketing mix variable in a field setting D. Competition can run a simultaneous field test
D. Competition can run a simultaneous field test
There are four basic types of relationships between two variables. Which of the following is NOT one of those four basic types? A. Linear B. Curvilinear C. Nonmonotonic D. Elliptical
D. Elliptical
Of the following, which is NOT an unintentional respondent error? A. Misunderstanding B. Fatigue C. Distraction D. Nonresponse
D. Nonresponse
There are three general sources of unintentional interviewer errors. Which of the following is NOT a source of unintentional interviewer error? A. Interviewer personal characteristics B. Interviewer misunderstandings C. Interviewer fatigue D. Offering answers
D. Offering answers
Which of the following concerns internal validity? A. The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world B. The representativeness of the sample test units C. The measurement of extraneous variables that is internal to the experimental setting itself D. The extent to which the change in the dependent variable was actually due to the independent variable
D. The extent to which the change in the dependent variable was actually due to the independent variable
________ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire.
Data coding
Generally, there is great potential for large nonsampling error to occur during the: _________.
Data collection stage
The marketing research process contains multiple steps. The second step of the marketing research process, often described as the most important step, is: __________.
Defining the problem
The ________ is that which is predicted in the regression formula.
Dependent variable
What variable is customarily termed y in the regression straight-line equation?
Dependent variable
Sales, market share, and customer satisfaction are examples of which of the following types of variables: _________.
Dependent variables
When conducting an interview, the interviewer's personal characteristics such as appearance, dress, or accent may cause unintentional fieldworker errors.
Descriptive analysis
A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?
Descriptive research
________ means the researcher knows if the relationship between variables is positive or negative.
Direction
The Hurley Company wants to know more about our sales channels, product outlets, and even whether these channels are motivated. What type of research would our firm most likely use to answer these questions?
Distribution research
When a researcher ________, but still believes some relationship exists between two variables, he or she may resort to running a scatter plot.
Does not find a significant or strong correlation
A survey question such as: "Rate the quality of our food, service, and atmosphere." would be best described as a(n) _________ question.
Double-barreled
What does a researcher do with the mixed significance results he or she may have found in a multiple regression analysis?
Eliminate the nonsignificant independence variable and rerun the regression
Observed frequencies are compared to ________, which are defined as the theoretical frequencies that are derived from this hypothesis of no association between the two variables.
Expected frequencies
What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables?
Experimental research study
A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision. This may involve conducting focus groups, secondary research, etc to help better understand the initial nature of a marketing problem before casual or more in-depth descriptive research is conducted.
Exploratory research
Edward knows very little about a market or subject. It is more likely it is that he should first use _______ to better understand the research problem.
Exploratory research
Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research.
Exploratory research
Research design refers to the research approach used to meet the research objectives. Three widely recognized research designs discussed in this course are: ____________
Exploratory, descriptive, and casual
A variable that exerts influence on the dependent variable but is not an independent variable is a(n): _____________.
Extraneoud variable
_______________ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
Focus groups
Which of the following is a tabulation of the number of times that each different value appears in a particular set of values?
Frequency distribution
A research objective should specify: ___________.
From whom information is to be gathered.
A ________ model identifies independent and dependent variables and shows their expected basic relationships to one another.
General conceptual
______________ is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants.
Geodemographics
If VIF is ________, the researcher should remove that variable from the independent variable set and rerun the multiple regression.
Greater than 10
Marketing researchers usually construct a ________ that summarizes the significant differences in an efficient manner when reporting group differences.
Group comparison table
Researchers will often "flip" the choices on the questionnaire to eliminate having all the "good" selections on one side of the questionnaire to reduce the ____________ effect. This effect is described as the general feeling about a store or brand that can bias a respondent's impressions on its specific properties.
Halo
Regardless of its absolute value, a correlation that is not statistically significant:
Has no meaning at all
A __________ is a statement, or "educated guess", that a researcher will test using and analyzing collected data to produce a statistically significant result. This statement is always written as a fact.
Hypothesis
A ________ gives you the probability of support for your hypothesis based on your sample evidence and sample size.
Hypothesis test
The comparison of the sample statistic with what is believed to be the population value prior to undertaking the study is called: ____________.
Hypothesis testing
One of the advantages of using ANOVA is that it ________, because all a researcher needs to do is to look at the Sig. value.
Immediately notifies the researcher if there is any significant difference
Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?
In-depth interviews
In almost all cases, the margin of sample error of a random sample is ________ the size of the population.
Independent of
Marketing mix variables such as level of advertising expenditure, type of advertising appeal, place decisions such as display location, placement of website ads, method of compensating salespersons, price, etc. are examples of which of the following type of variables: ____________.
Independent varaibles
What variable is customarily termed x in the regression formula?
Independent variable
When statistical procedures are used by marketing researchers to generalize the results of a sample to the target population that it represents, the process is referred to as: _____________.
Inference analysis
When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as: ___________.
Intentional fieldworker error
When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of: __________.
Interval scale
When a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly, it is known as: ___________.
Interviewer misunderstanding
If a Chi-square analysis yielded a .02 significance level for the null hypothesis, the researcher would conclude that only 2% of the time would he or she find evidence to support the null hypothesis. Since the null hypothesis is not supported, this means there:
Is a significant association
It is useful for a researcher to offer the "don't know" option with questions that require mental effort in order to reduce: _____________.
Item omissions
If a market researcher knowingly falsifies data in order to make his/her research findings consistent with his/her predetermined points of view, this researcher is breaking which of the following marketing research codes: __________.
Lack of research integrity
A survey question such as: "Shouldn't everyone have a navigation system in their automobile?" would be best described as a(n) ___________ question.
Leading
When trying to meet survey deadlines, Andrew verbally coaches respondents to obtain the desired responses. What type of interviewer error is this?
Leading the respondent
______________ is the assumption of equal variances between two samples for differences testing.
Levene's Test for Equality of Variances
You are taking a survey that asks the question "The quality of food provided at Chili's is excellent" and asks you to select "Strongly Agree, Agree, Neutral, Disagree, and Strongly Disagree". This type of scale is known as a ____________ scale.
Likert
Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over an extended period of time. These types of studies are best known as: _____________.
Longitudinal studies
Online surveys have major advantages, which include the following: _____________.
Low cost, speed, and real-time access to data
______________ requires that standard or innovative market segmentation bases are used, and that these bases uniquely identify the various groups so they can be analyzed and put in the marketer's targeting mechanisms.
Market segmentation
A ___________ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Marketing information system (MIS)
A(n) ________ is one that a marketing manager can potentially use as a basis for marketing decisions.
Meaningful difference
A scale variable requires comparing which of the following?
Means
When a researcher creates the raw percentages, then computes cumulative percentages and, by inspecting these, finds where the 50-50 break occurs, they are using which type of descriptive analysis?
Median
The ________ is a descriptive analysis measure defined as that value in a string of numbers that occurs most often.
Mode
The presence of correlations among the independent variables in multiple regression is termed:
Multicollinearity
What is the primary term for "coefficient of determination," a handy measure of the strength of the overall linear relationship?
Multiple R
________ is a very powerful tool because it tells us what factors are related to the dependent variable, how each factor influences the dependent variable (the sign), and how much each factor influences it (the size of bi).
Multiple regression
________ is an expansion of bivariate regression analysis in that more than one independent variable is used in the regression equation.
Multiple regression analysis
________ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]).
Neuromarketing
When conducting a basics difference test, the research group's null hypothesis is that: ______________.
No difference exists between the two groups being studied
When using SPSS to run stepwise multiple regression, there is:
No need to trim and rerun the regression analysis
____________ measures are defined as those that use only labels as they possess only the characteristics of the description. Examples would include a person's gender, race, religion, type of dwelling, and job title.
Nominal
The standard sample size formula is applicable if you are concerned with the ________ in the survey, such as "Yes" or "No" questions.
Nominally scaled questions
All errors in a survey except those attributable to the sample plan and sample size are termed: _________.
Nonsampling error
To test whether a true difference exists between two group percentages, we test the: __________.
Null hypothesis
____________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on.
Objective properties
The final output in stepwise multiple regression contains:
Only statistically significant independent variables
If the respondent is asked a survey question in which he/she must rank his or her first, second, third, and fourth choices of fast-food restaurants, the results are best described by which variable type?
Ordinally scaled
Values that are computed from a complete census, which are considered to be precise and valid measures of the population, are referred to as: ________.
Parameters
Researchers may know whether the relationship between variables is positive or negative. However, when a researcher refers to ________, it means they know the general nature of the relationship.
Pattern
What correlation coefficient measures the linear relationship between two interval- and/or ratio-scaled variables (scale variables) such as those depicted conceptually by scatter diagrams?
Pearson product moment correlation
An entire group under study as specified by the objectives of the research project is best known as the __________.
Population
Options available to determine where the pair(s) of statistically significant differences between the means exist(s) are called?
Post hoc
When a researcher refers to finding that a systematic relationship exists between the two variables of interest in the population, he or she is referring to which relationship characteristic?
Presence
When a revolutionary new product is created, marketers use research to determine the "value" consumers perceive in the new product. The main use of this type of research would be related to: ______________.
Pricing research
Hurley Co. wants to "increase our restaurant sales by using green materials". From this statement, our team can now devise research objectives for our study. The statement listed is an example of which the following: ________.
Problem statement
Consumer Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. The main use of this type of research would be related to: __________
Product research
_________ involves the administration of a set of structured questions with predetermined response options to a large number of respondents.
Quantitative research
The ________ specifies the difference between the endpoints in a set of values arranged in order.
Range
Any correlation that is ≤ absolute value of .20 is typically uninteresting to marketing researchers because it:
Rarely identifies a meaningful association between two variables
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 which of the following variable type? (Hint: this scale has a zero value)
Ratio scale
The purpose of ________ is to determine the presence of "bad" respondents and to throw out the ones with severe problems.
Raw data inspection
What is the predictive analysis technique in which one or more variables are used to predict the level of another by use of the straight-line formula?
Regression analysis
With multiple regression, you work with a ________ rather than a line.
Regression plane
If a question elicits wildly different answers from the same person when administered twice, and you know the person is unchanged between the administration of these questions, something is very wrong with the question and/or survey. This would mean this question is not ___________.
Reliable
_______________ need to be very clear, since they will determine the methods used and the content of the measurement instrument.
Research objectives
Situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions are known as: _________.
Respondent misunderstanding
Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in: _____________.
Respondent refusals to participate
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
The use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey are indicative of what type of sampling method?
River samples
The statistical analysis software we will employ in this class to conduct correlation analysis, multiple regression, etc is known as IBM _____________.
SPSS
The ________ is a definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample to be used in his/her research study.
Sample plan
Aaron determines that he will need to survey 1,000 people living within a given population for his marketing research to be valid and reliable. To what does the number of elements of the population that are used his Aaron's study to make up the study's sample refer?
Sample size
By applying the finite multiplier to a small population, it is possible for researchers to reduce the: _________.
Sample size and achieve the same accuracy level
ANOVA (Analysis of Variance) is an investigation of the differences between the group means to ascertain whether: _____________.
Sampling errors or true population differences explain their failure to be equal
With what type of diagram can covariation be examined?
Scatter diagram
Data that have been gathered by another source other than the researcher or for some other purpose than the research project is: __________.
Secondary data
_______________ is the process of searching for and interpreting existing published information such as online information, journals, newspaper articles relevant to the research topic, government census data, etc.
Secondary data analysis
Many marketing stimuli have meanings, mental associations, or connotations, the ________ works well when the marketing researcher is attempting to determine brand, store, or other images of consumers. This scale contains a series of bipolar adjectives for the various properties of the object under study, and the respondents indicate their impressions of each property by indicating locations along its continuum. Often, the "good" and "poor" responses to business or product attributes are flipped so "good" responses do not always fall on the same side of the scale.
Semantic differential scale
The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue?
Sharing one company's proposal with another bidder
The ________ in the ANOVA table indicates the level of significance.
Sig. value
Researchers sometimes refer to bivariate regression as:
Simple regression
What is the marketing segmentation requirement where marketers are not working with a short-term or transitory set of differences?
Stability
A handy graphical tool that illustrates a nonmonotonic relationship is a ________ in which two variables are accommodated simultaneously.
Stacked bar chart
When a researcher standardizes independent variables through a quick operation that involves dividing the difference between each independent variable value and its mean by the standard deviation of that independent variable, it results in the:
Standardized beta coefficient
Which of the following types of scales relies on a range of positive and negative numbers, typically ranging from -5 to +5 and may, or may not, include a neutral zero?
Stapel
Values that are computed from information provided by a sample are referred to as the sample's: _____________.
Statisitics
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
________ often provide researchers with insights that lead to understanding even though they are not cause-and-effect relationships.
Statistical linkages or relationships
A multiple regression result is an estimate of the population multiple regression equation and, just as is the case with other estimated population parameters, it is necessary to test for what?
Statistical significance
Before running a multiple regression, researchers must keep in mind that the independence assumption stipulates that the independent variables must be:
Statistically independent and uncorrelated with one another
In order to be potentially useful for a marketing manager, differences must at minimum be: ______________.
Statistically significant
When a researcher has many independent variables and wants to narrow the set down to a smaller number, which form of regression is useful?
Stepwise multiple regression
_____________ is used when the researcher is working with a "skewed" population such as "Freshmen, Sophomores, Juniors, and Seniors" divided into portions and wishes to achieve high statistical efficiency.
Stratified sampling
One of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process is to: ____________.
Stress the importance of good questionnaire design in reducing these errors.
________ are those in which there is a high probability that the two variables will exhibit a dependable relationship, regardless of the type of relationship being analyzed.
Strong associatons
Which of the following types of studies do descriptive research studies typically include?
Studies that need answers to who, what, when, where, and how questions
The ________ is defined as the statistical inference test to be used with small samples sizes (n ≤ 30).
T test
What does statistical inference take into account?
That large random samples are more accurate than are small ones
High multiple R values indicate what?
That the regression plane applies well to the scatter of points
Low multiple R values signal what?
That the straight-line model does not apply well
A procedure for ensuring that ________ is experimental design.
The change in the dependent variable may be solely attributed to the change in the independent variable
The size of a random sample depends on the client's desired accuracy (acceptable margin of sample error) balanced against: _________.
The cost of data collection for that sample size
If the Sig. value is greater than .05, what will the researcher inspect for differences?
The means
The Chi-square distribution's shape changes depending on:
The number of degrees of freedom
What is the definition of marketing research?
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
Virtually every statistical test or procedure involves the computation of some critical statistic, and that statistic is used to determine what?
The statistical significance of the findings
Sometimes the opportunity arises to use the ________, in which, instead of directly quizzing the respondent about a subject that might be embarrassing, the interviewer couches the question in terms of another person who is similar to the respondent.
Third-person technique
The ________ enables the marketing researcher to think in terms of fewer dimensions within which the dependent variable relationship operates.
Trimming process
A random sample size can be a tiny percent of the population size and still have a small margin of sample error.
True
Large samples, those in excess of 1,000 per sample group, often yield statistically significant results when the absolute differences between the groups are quite small.
True
TRUE or FALSE: The larger a random sample is, the more accurate it is, meaning the less margin of sample error within the study.
True
The acceptance region for hypothesis testing at a confidence level of 95% is a z-score that falls in the region of -1.96 and 1.96.
True
The only perfectly accurate sample is a census.
True
The variance of a data set is equal to the data set's standard deviation squared.
True
When conducting an interview, the interviewer's personal characteristics such as appearance, dress, or accent may cause unintentional fieldworker errors.
True
What is a satisfactory method for improving a regression analysis?
Use a scatter diagram to identify outlier pairs of points
What is a way of guaranteeing that the straight line that runs through the points on the scatter diagram is positioned so as to minimize the vertical distances away from the line of the various points?
Use of the least squares criterion
________ is an assessment of the exactness of a measurement relative to what actually exists.
Validitiy
Correlation coefficients that fall between the absolute values of 1.00 and .81 are generally considered to be:
Very strong
To evaluate decision alternatives, managers must speculate as to the consequences of selecting each alternative. This process is called: ________.
Weighing the alternatives
A stratified sample may require the calculation of a(n) ________ to achieve accuracy.
Weighted mean
A respondent that seems to always select "Yes" or "Strongly Agree" may be exhibiting signs of: _____________.
Yea-saying
After performing a hypothesis test, your group calculates a z-score of 0.55. Do you accept or reject your hypothesis?
You would accept your hypothesis
After performing a hypothesis test, your group calculates a z-score of 2.25. Do you accept or reject your hypothesis?
Your group would reject your hypothesis
When the sample size is 30 or greater it requires the use of a(n) ______________.
Z test
Correlation will not detect ________ between variables.
nonlinear relationships
A ________ is one in which the presence (or absence) of a label for one variable is systematically associated with the presence (or absence) of a label for another variable.
nonmonotonic
Statistical procedures and models are available to the marketing researcher to help make forecasts about future events; these fall under the category of: ___________.
relationship analysis
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.
response rate
The strategy aimed at the falsification/cheating problem is: __________.
validation
