MKT301 chap 3 + 4 ( khong co TF)

c

Alternative hypothesis a. is the value of a variable that is estimated from a sample. b. is the true value of a variable. c. states that there is a relationship between two variables d. is the actual value of a variable, which can only be known by collecting data from every member of the relevant population e. is notated as H0

c

An advantage of focus groups includes all of the following, EXCEPT a. spontaneous, unrestricted group interaction among members b. eliciting wide-ranging participant responses c. high reliability of the results d. energetic atmosphere for focus group discussions e. ability to bring together difficult groups who normally would not participate in a study

e

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is: a. construct development. b. hypothesis testing. c. questionnaire design d. statistical data analysis e. use of projective techniques

c

Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs? a. Awareness b. Structure c. Directness d. Observing mechanism e. Reference

c

Which of the following hypothesis is always tested by researchers? a. Test hypothesis b. Alternative hypothesis c. Null hypothesis d. Statistical hypothesis e. Rejected hypothesis

c

Which of the following is NOT a strength of observational techniques? a. It allows you to collect actual behavioral data b. It is less susceptible to recall error c. It has very good generalizability to general population. d. It is generally less expensive and less time consuming than some other techniques e. It can help reduce potential response bias

c

Which of the following is an advantage of using quantitative research over qualitative research? a. Relatively quick data collection in most cases b. Economical data collection c. High reliability d. Richness of the data e. Accuracy of recording marketplace behaviors

c

Which of the following is true about information gathering? a. Customer knowledge information is feedback you obtain from your sales representatives about customer behavior. b. More data implies more analysis and thus delay in taking sound decisions. c. Blogs and online polls are used to collect customer knowledge information. d. Data from electronic customer councils are indicative of less customer engagement. e. Data collection through electronic means is more expensive and time consuming.

a

Which of the following statements about hypotheses is false? a. If the null hypothesis is rejected, we conclude that the variables are not related b. Researchers always test the null hypothesis. c. The alternative hypothesis states that there is a relationship between variables d. A null hypothesis refers to a population parameter e. A null hypothesis is developed so that its rejection leads to an acceptance of the alternative hypothesis

e

Which of the following statements is false about ethnography research? a. Behaviors are observed in a natural setting b. The observer engages in participant observation. c. It seeks to understand how social and cultural influences affect people's behavior and experiences d. It may involve triangulation among multiple sources of data. e. It is a quantitative data collection method

a

A researcher prefers using scholarly sources instead of popular resources. All of the following are reasonable justification for doing so, EXCEPT: a. scholarly sources are more current than popular sources. b. scholarly sources provide access to new findings and information whereas popular sources report secondhand findings. c. scholarly sources go through the rigorous process of peer review d. scholarly sources are written in more appropriate technical language. e. scholarly sources can be tracked using Web-based bookmarking tools

b

A client wants to know the best form of advertising for his online job portal. He appoints a researcher to provide him with all details. The researcher intends to do a literature review, which will help meet all of the following objectives, EXCEPT: a. provide background information about the current study. b. research hypotheses to obtain answers to specific research questions. c. clarify thinking about the research problem. d. help define important constructs of interest to the study. e. know about another job portal which used Facebook effectively to increase page hits.

b

A focus group is: a. an interview technique with the main objective of finding out how a subject would respond to a certain statement. b. a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept. c. a detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session. d. the interactive procedure between the researcher and moderator discussing the subjects' comments and/or responses to the topics that outlined the focus group session. e. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

c

A literature review can help a researcher with all of the following, EXCEPT: a. suggest research hypotheses. b. help clarify and define the research questions. c. collect primary data on key variables. d. identify scales to measure variables. e. identify methodologies to conduct the study.

b

A literature review has all of the following objectives, EXCEPT: a. provide background information about the current study. b. test a study's hypotheses using secondary data from reliable sources. c. clarify thinking about the research problem. d. help define important constructs of interest to the study. e. reveal whether information already exists to answer research questions.

c

A moderator's guide is: a. the interviewer's ability to articulate questions in a direct and clear manner. b. a note attached on the back of the name cards for each participant c. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session d. the interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session e. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions

b

A parameter is: a. the true value of the null hypothesis. b. the true value of a variable. c. an estimate of a variable, as determined through a sample. d. is an estimate of the population parameter e. the measure of statistical accuracy as assessed by the level of significance under normal distribution

e

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT: a. she wanted to cover richer details from each participant in the study b. she wanted to lower the likelihood of getting socially desirable responses from participants c. she wanted to create a situation where participants didn't feel like they had to impress others by their responses d. she wanted to hear from respondents who may feel inhibited in the presence of others. e. she wanted the participants to build upon each others' responses.

c

Accuracy is one of the criteria to evaluate secondary data. While using this criterion, a. researchers need not worry about what is actually measured. b. the researcher must evaluate the overall procedure for collecting the data. c. researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand. d. The data must be carefully evaluated on how it relates to the current research objective. e. the researcher must determine the underlying motivation or hidden agenda, if any.

a

After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as: a. memoing. b. debriefing. c. netnography. d. ethnography. e. memography.

a

Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. The objectives of all these studies are listed below. Which of the following studies was Alex's friend working on? a. To uncover deep underlying motives behind people's buying behaviors b. To make accurate predictions about relationships between market forces and purchase behavior c. To validate the relationship between advertising expenses and sales volume d. To make generalizable observations about a target population's buying behavior e. To test a hypothesis linking coupon value to brand preference

b

All of the following are true about conceptualization, EXCEPT a. it helps identify the variables for your research b. it is called a Maven model c. it specifies hypotheses and relationships d. it prepares a visual representation of the relationships under study e. it displays the hypothesized relationships using a box and arrows diagram

e

All of the following explain netnography, EXCEPT: a. it draws on ethnographic techniques. b. it uses "found data" on the Internet c. it requires deep engagement with particular communities d. it requires researchers to ensure trustworthy interpretation of data e. it requires researchers to collect data from traffic forums with larger numbers of common message posters

b

An in-depth interview: a. is an extended contact with a natural setting, but without participation by the researcher. b. asks a subject a set of semi-structured questions in a face-to-face setting c. has a higher likelihood of participants responding in a socially desirable manner d. is a formalized process of bringing a small group together for discussion on a particular topic e. is also called memoing

e

Conceptualization of a model means: a. developing a research hypotheses based on a literature review. b. developing a conceptual model of the geographic area from which the sample would be drawn c. developing a computer model to do statistical testing of hypothesized relationships. d. developing a conceptual model of a new product before it is tested in a lab setting. e. developing a model that shows variables and hypothesized relationships between them

e

Constructs a. are an observable item used as a measure on a questionnaire. b. have concrete properties and are measured directly. c. are associations between two or more variables. d. are used to calculate media efficiency. e. are an unobservable concept measured by a group of related variables.

a

Consumer panels, as a commercial data collection method: a. use a rigorous data collection approach. b. cost higher than primary data collection methods. c. primarily measure media consumption habits as opposed to product or brand consumption. d. measure product and brand movement directly at the point of sale. e. generate information on effectiveness of shelf space and POP displays.

e

Content analysis is a. the interviewer's ability to articulate questions in a direct and clear manner b. a process of collecting both attitudinal and behavioral data from a subject that spans all time frames c. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session d. the interactive procedure, of the researcher and moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session e. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions

d

Debriefing analysis is a. a technique that encourages research participants to share emotional and subconscious reactions to a particular topic b. used by the researcher when discussing the ground rules with the focus group participants c. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session d. an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session e. a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions

c

Debriefing is conducted during which phase of the focus group interview a. Planning the study b. Conducting the discussions c. Analyzing and reporting the results d. Identifying participants e. Writing the moderator's guide

b

Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris? a. Doing a desk research by browsing the Internet for such statistics. b. Doing a desk research by reading an article on the working mechanism of the gadget. c. Collecting external secondary data from the City Traffic Police records. d. Doing a field research by talking to car owners. e. Obtaining customer knowledge information from car rental shops.

b

If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as: a. the person buying the coffee is independent of the size of the coffee cup. b. the size of the coffee cup purchased does not depend on the time when the purchase is made. c. the size of the coffee cup purchased depends on the time when the purchase is made d. the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased. e. the size of the coffee cup is dependent on the person buying the coffee.

e

In a Google Scholar search, an article is listed as "Cited by 44" next to it. This indicates that: a. the article's bibliography has 44 citations included in it. b. the article has been viewed by 44 other visitors to the web site. c. the article has 44 comments and reviews available online. d. the article can be cited by 44 more individuals before it is withdrawn from the web site. e. the article is referenced by 44 other documents available on the web.

d

In which of the following scenarios would you most strongly recommend using quantitative research? a. When the objective is to identify new ideas and thoughts for a product. b. When you have very limited time to execute the study. c. When the objective is to understand hidden underlying psychological processes. d. When the objective is to validate and estimate strength of a relationship e. When you have access to small samples

c

In which of the following situations is an exploratory research recommended? a. When a full-scale study is likely to cost more than an exploratory study b. When the researcher has greater expertise in conducting exploratory studies c. When the literature review fails to yield a reasonable conceptual model d. When the dependent variables are constructs e. When the independent variables are constructs

a

In which of the following situations is deal proneness treated as a dependent variable in a relationship? a. Deal proneness is predicted by a person's household income b. Deal proneness results in greater price sensitivity c. As deal proneness goes up, a person tends to spend more time in comparison shopping d. Deal proneness does not depend on a person's age e. There is a relationship between deal proneness and brand loyalty

b

It is common to do all of the following during the beginning of a focus group session, EXCEPT a. participants are told that only one person should speak at a time b. participants should try their best to give the right answers. c. participants are asked to briefly introduce themselves d. participants are given some refreshments and an opportunity to engage in some small talk e. participants are told that everyone's opinions are equally valued

b

Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information? a. Sales Invoice b. Accounts Receivables Reports c. Journal Voucher d. Challan Report e. Accounts Payable Reports

d

John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them? a. Beginning and ending inventory levels b. Sales receipts c. Point-of-purchase displays d. Consumer attitudes toward store displays e. In-store promotions

b

John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful? a. Use existing customer base to identify significant characteristics of potential customers b. Determine the level of customer satisfaction with the company's new product c. Identify problems or requirements of specific customer groups d. Provide internal support data for the company e. Development of planning tools for successful strategic planning

b

Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants? a. Ask questions to identify candidates who might present a biased response. b. Ask questions to identify candidates if they will be available to participate in other focus groups conducted by her firm from time to time c. Ask questions to make sure that the candidates met the demographic requirements d. Ask questions to identify if the candidates are willing to discuss the issue at hand openly e. Ask questions to check candidates' availability to meet at the scheduled time

a

Purposive sampling means: a. selecting sample members to study because they possess attributes important to understanding the research topic b. selecting sample members so that groups can be compared c. selecting sample members based on earlier interviews d. selecting particular types of participants to help researchers better understand the research topic e. selecting sample participants who are spontaneous on discussion on a particular topic or concept

a

QN=23 A null hypothesis is notated as a. H0 b. H1 c. N0 d. N1 e. N0H1

e

Quantitative research methods are characterized by: a. small samples. b. unstructured questions c. subjective analyses d. preliminary insights e. descriptive and casual designs

b

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques? a. The interpretation of data is very complex. b. It is tough to get to a participant's true thoughts using this technique. c. The interpretation of results is very subjective. d. Highly skilled (and expensive) researchers are required to conduct this research. e. The background and experience of a researcher can influence their interpretation of data.

e

The North American Industry Classification System (NAICS) codes: a. indexes major market research reports for a variety of domestic and international industries, markets, and institutions. b. provides an index of publications available to researchers up to the current month and year. c. are the statistical foundation for most of the information available on U.S. population and economic activities. d. provides a detailed profile of economic activity within a given geographic area. e. are designed to promote uniformity in data reporting by federal and state government sources and private business

a

To more effectively communicate relationships and variables: a. researchers must follow conceptualization b. researchers must follow constructs and relationships. c. researchers must use the North American Industry Classification System (NAICS). d. researchers must use the Editors and Publishers Market Guide e. researchers must use the Community Source Book of Zip Code Demographics

b

Which one of the following statements about focus groups is NOT true? a. It consists of 8 to 12 participants. b. If more than 12 participants do show up, all should be allowed to participate. c. It lasts for about 2 hours. d. The format of the discussion is semi-structured. e. Any size smaller than eight participants is not likely to generate synergy between participants.

d

While interviewing a respondent about reasons why she doesn't buy a particular brand of video games, an interviewer gets the following response, "This brand's games are not sophisticated." The interviewer asks, "What exactly do you mean by that statement? What makes a game sophisticated?" This exchange is an example of: a. a focus group moderation. b. ethnography. c. netnography. d. probing question. e. decision question.