MKT RESEARCH QUESTIONS

in a systematic sampling study, if the sampling frame has 2,000 names and the desired sample size is 50, then the skip interval should be

40

which of the following hypotheses is always tested by statisticians and market researchers

a null hypothesis

which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution

central limit

as sample size _ random sampling error

increases; decreases

market tracking studies, which involve the monitoring of the same variables of interest, are a type of

longitudinal study

a difference in means between the different levels of any single experimental factor (i.e., independent variable) is referred to as a(n)

main effect

in which experimental research design does each subject receive only one treatment combination

between subject design

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n)

concept test

experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. however, when the lighting was low, there was no difference between blue and orange lights. this illustrates a(n)

confound

the types of descriptive research study that measure a population at only one point in time is

cross sectional studies

Problems exist with secondary data because:

Data have not been collected specifically to address the problem at hand and belongs to another company

Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of:

longitudinal studies

H: for durable products, humor ads will evoke more favorable brand attitudes than non humor ads

IV 1: durable products IV2: humor ads DV: brand attitudes

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

one advantage of focus group interviews is that they

provide multiple perspectives

which of the following statements is true of qualitative research methods

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

_ sampling is the sampling method which the size of the sample portions is determined by the researcher's beliefs about the relative size of each class of respondent in the population

quota sampling

a sampling procedure that assures each element in the population of an equal chance of being induced in the sample is called

simple random sampling

all of the following can be measured using ratio scales except

gender

an independent variable is

the cause manipulated, controlled, and varied variable

if the significant value is greater than .05, what will the researcher inspect for difference

the means

what is an appropriate research question for a one way ANOVA analysis

the relationship between gender (male, female) and brand loyal scores (Likert 1-7)

which characteristic is a key difference between ratio and interval scales

absolute zero

which of the following is not true about marketing experiment research

an experiment can have only one independent variable

which of the following is used to examine relationships among variables associated with the problem or research objectives

casual research

when a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used.

convenience sampling

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

a winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. what type of research would the winery use to answer these questions.

distribution research

a (n) _ 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 small family owned jeweler experiences more than a 20% decline in sales. the owners do not know what the problem is. the research design they should use is

exploratory

companies, such as kraft and proctor and gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. what type of marketing research is this

exploratory

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

When the research objective is to ________, focus groups may be an alternative.

explore or describe rather than predict

when a researcher claims that the results of a test market in indianapolis, indiana will hold in a national rollout of the new product, this researcher is claiming

external validity

In an experiment, the researcher manipulates the dependent variable and measures its effects on the independent variable

false

failure to reject a null hypothesis means that the null hypothesis is definitely true

false

the difference between probability sampling and nonprobability sampling is that in nonprobability sampling, sampling error is

false

which of the following is not a characteristic of a factorial design

for in between subjects designs, one participant is tested multiple times as part of different condition groups

Examples of ________ would include 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.

independent variables

experimental results that show that consumers purchased more than a store had bright blue lights than they did when the store had bright orange lights. however, when the lighting was low, there was no difference between blue and orange lights. this illustrates a(n)

interaction effect

the question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in

internal validity

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

Maritz 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

a fine jeweler may require that the final sample is 75% female and 25% male because they understand that the customer base is primarily female with a smaller percentage of males. in this instance, a researcher would use which type of sampling method.

quota sampling

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

which of the following is not a type of probability sampling

snowball sampling

Almost every statistical test or procedure involves the computation of some critical statistic. The resulting statistic is used to determine the ________.

statistical significance of the findings

which best describes quantitative research

strives for a large enough sample size so that results can be projected upon a larger population, and results are measurable and can be counted

which of the following statements is true about the t- test (one- way ANOVA)

the t- test provides a mathematical way of determining if the difference between two sample means has occurred by chance

when a marketing researcher is interested in making comparisons between two groups of respondents to determine whether or not there are statistically significant differences between them, in concept, the researcher is considering them as_

two potentially different populations

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:

nominal measures

when a researcher wants to perform the test of significance of differences between two means, each representing a separate group (sample), what is the first required step

a comparison of the two means

all of the following are examples of an observational study except

a consumer responding to a questionnaire about advertising

Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of:

dependent variable

when conducting an independent samples t- test (one way ANOVA), which of the following must be true

one variable must be nominal (with two categories), and one must be interval

after analyzing the data with the statistical test, taylor concluded that there is a significant difference between gender and their breakfast eating habits. what p-value would she have to obtain in order to income to such a conclusion

p= .03

which type of research is being conducted when a researcher conducts an experiment to answer the question "will consumers purchase more of our brand if we change the package design

pilot study research

the central limit theorem states that, as sample size increases, the distribution of sample of size n (when randomly selected) approaches a normal distribution

true