MKTG RESEARCH MIDTERM 2

A construct is a latent concept that is measured with a single variable.

False

A researcher should always give the benefit of the doubt to the professional reputation of the organization that has gathered secondary data in the process of evaluating the quality of the data.

False

It is typical in observation studies for the observer to ask questions of the person who is being observed.

False

Market potential is frequently estimated through the use of secondary data.

False

Survey results are better than the quality of the sample and answers obtained.

False

The first stage in the research process is to plan a research design.

False

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.

False

Which of the following is a disadvantage of the mall-intercept interview method?

Mall patrons are less likely to be representative of the target population.

If a researcher is looking for action statements that will help solve the problem at hand, which part of the research report should she look at?

Recommendations

An effective oral presentation of a research report should include adapting the report to fit the needs of the audience.

TRUE

Every research study has limitations.

TRUE

Which of the following is FALSE?

The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process.

Which of the following statements about nominal scales is true?

The numbers identify the objects.

Which of the following is TRUE?

The researcher should attempt to gather secondary data before initiating a search for primary data.

Which of the following is true about nonsampling errors?

They cannot be statistically measured.

A list of all of the members of the Twin Cities chapter of the American Marketing Association is an example of a sampling frame.

True

Descriptive research often helps describe market segments.

True

In experimental research, the independent variable is manipulated rather than simply measured.

True

One advantage of a convenience sample is that there is no need for a population list.

True

Properly defining a problem can be more difficult than solving it.

True

Malcom Gladwell, when speaking of Howard Masowitz in the video "Choice, Happiness and Spaghetti Sauce," talked about how Howard uncovered a key trend in market segmentation and consumer food research which was

We should not search for the "universal solution" but look for the variability and diversity of preference

Which of the following is true of the executive summary?

While the executive summary comes near the front of the report, it should actually be written last.

The responses as well as questions are standardized in

a structured undisguised questionnaire.

"I hate asparagus" is an example of which component of an attitude toward asparagus?

affective

In which section of the research report should extremely comprehensive or detailed charts be placed?

appendix

A(n) ____ is a single characteristic or fundamental feature of an object, person, situation, or issue.

attribute

All of the following are advantages of Internet surveys EXCEPT ____.

- visual appeal - accurate real-time data capture *- random sampling* - speed

Which of the following is TRUE?

-The research report does not need to describe the research method because it is over the heads of the audience. *-The research report does not need to describe the research method because it is over the heads of the audience.* -If the research team has worked exceptionally hard on the project at hand, a sloppy report will still show the amount of effort explained. -Executives are easily convinced of the usefulness of the report's findings with a lot of statistics in the body of the report.

Which of the following is TRUE?

A research project may have one objective or several objectives.

Which of the following is NOT an example of the observation method of obtaining data?

An attitude researcher obtains people's reaction to a product display by showing them the display and then conducting depth interviews with the respondents.

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n) ____.

commercial source

A _____ is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related.

construct

When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?

convenience sample

Internal consistency specifically refers to the

degree to which the individual questions of a construct are correlated.

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster; less

Problems associated with secondary data are

fit and accuracy.

The most important step in the research process is

formulating the problem.

The observation method

is considered to be more objective than the communication method.

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

market opportunity

A cross‑sectional study

typically involves a sample of elements from the population of interest.

When the subject is unaware of being observed in a shopping mall, the observation is said to be ____.

unobtrusive

An introduction in the report summary should include

who authorized the research project. the objective(s) of the research project., the hypotheses that guided the research project.

If the sample standard deviation turns out to be larger than the estimated population standard deviation, the confidence interval to estimate a population mean will be ____ planned.

wider than

Each of the following is part of a typical research proposal EXCEPT

- data sources and research methodology. - cost estimates. - statement of the marketing problem - purposes and limits of the project. *- hypothesized results*

A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____.

Census

Which of the following statements about constructs is true?

Construct development begins with an accurate definition of the purpose of the study.

Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?

Likert scale

U.S. Census data:

can help retailers in site selection

Experimental research attempts to find causal relationships among variables.

True

Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.

True

Secondary data are data that have already been collected for some other purpose than the one at hand.

True

All of the following are examples of internal secondary data EXCEPT:

- sales invoices - back orders - inventory levels *- U.S. Census data*

Which of the following are required to determine the sample size necessary to estimate a population mean?

- tatement of the degree of confidence desired -statement of the degree of precision desired - knowledge about or an estimate of the population variance

True longitudinal analysis

can only be performed using panels that rely on repeated measurements of the same variables.

The major kind of evidence regarding causality that can be supplied through a descriptive research design is

correlation or covariance

When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) ____ effect has occurred.

mortality

Which of the following types of primary data are NOT generally of interest to marketers?

- motivation *- all four are of interest to marketers* - demographic/socioeconomic characteristics - behavioral data - psychological/life style characteristics

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

*- accuracy* - speed - cost - versatility

Which of the following characteristics does NOT affect the content of the research report?

- The intended use of the report. - The reader's technical sophistication. - The circumstances surrounding the research. - The reader's interest. - *They all affect the content*

Systematic errors are also called ____

nonsampling errors

The difference between the sample result and the result of an accurate census is called ____.

random sampling error

A descriptive study

requires a clear specification of the research problem.

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?

sampling

Compared to person-administered surveys, self-administered surveys have:

the advantage of respondent control.

As defined in the text, measurement consists of

the assignment of numbers to a phenomenon according to rules to describe a property.

With unstructured‑undisguised questionnaires

the purpose of the study is clear but the responses to the questions are open ended.

Descriptive research is NOT productively used

to clarify concepts.

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____.

define the target population

Which type of marketing research addresses who, what, when, where, why, and how questions?

descriptive research