Final Exam Bus138
If the average units produced in a month by a Ford Motor Co. plant for Ford Explorers is 22, but only 18 Explorers are produced on a given day in that same month, the deviation score for this one day is _____.
-4
All of the following are stages in the selection of a sample EXCEPT _____.
Analyze data
_____ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
Cross-functional
What's the purpose of having a heat map question?
It tracks the parts of an image that most capture a respondent's attention
Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements?
Likert
Which of the following is a measure of the central tendency of a set of scores?
Median, mean, mode; all of these choices
The measure of central tendency that identifies the value that occurs most often is called the _____.
Mode
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
Which one of the following is NOT correct about random or randomness?
Randomness is unplanned or unscientific
A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month). He finds one person in the target market who qualifies and then asks that person to suggest the names of two other males between the ages of 18-24 who download music so that he can invite them to participate in the focus group. These people, in turn, are each asked to suggest two others similar to themselves to participate in the focus group study. This procedure represents what type of sampling procedure?
Snowball sample
Which type of sampling procedure selects initial respondents using probability methods and selects subsequent respondents from information provided by those initial respondents?
Snowball sample
_________ are respondents who take relatively little time to move through a survey and therefore their responses may not be reliable.
Speeders
Compared to open-ended response questions, fixed-alternative questions _____.
all of these choices
Which element of the marketing mix can be examined with a test-market?
all of these choices
Which of the following is an important aspect of the marketing concept?
an emphasis on long-term profitability instead of dollar sales volume, a cross-functional perspective for the coordination of the organization's activities, and a consumer orientation; All of these choices
All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT _____.
avoid personal questions
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
basic experimental design
A marketing professor is examining the relationship between age and shoplifting behavior. The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior. This professor is conducting which type of marketing research?
basic marketing research
Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?
basic research
A conclusion that when one thing happens, another specific thing will follow is known as a _____.
causal inference
All of the following are examples of internal secondary data EXCEPT _____.
census data
The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire is called the _____.
click-through response rate
Laurie believes a Honda Accord gets 36 miles per gallon. This belief represents which component of her attitude toward this automobile?
cognitive
All of the following are reasons for using a sample EXCEPT _____.
complete enumeration
A(n) _____ occurs when one researcher works for two competing companies.
conflict of interest
When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, this represents what type of sample?
convenience sample
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
"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of what type of question?
double-barreled
When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted.
empirical
Which of the following means that something has been examined against reality using data?
empirical testing
When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior, this is a form of _____,
environmental scanning
Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis?
fact-finding
Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.
faster, less
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 a second question is called a _____ question.
filter
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
All of the following are advantages of survey research EXCEPT ____.
free from errors
_____ is the application of the scientific method in searching for the truth about marketing phenomena.
marketing research
A researcher is observing fans at a soccer game and is putting a "1" if the fan is actively cheering and a "0" if they just seem to be merely watching the game without saying anything. He is also indicating which team the fan seems to be associated with as well as approximate age and gender. By recording information such as this with codes, the researcher is involved in _____.
measurement
Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____.
model building
A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project _____.
more objectively
All of the following are advantages of in-house research EXCEPT _____.
more objectivity
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n) _____.
no contact
Which of the following is the most elementary level of measurement?
nominal scale
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a(n)_____.
nonresponse error
The _____ distribution is a symmetrical, bell-shaped distribution that describes the expected probability distribution of many chance occurrences.
normal
A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) _____.
open-ended question
"Name five clothing brands" is an example of what type of question?
open-ended response
_____ is the process of identifying scale devices that correspond to properties of a concept involved in a research process.
operationalization
Which type of scale is, at the most, a ranking scale?
ordinal
When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research?
performance-monitoring research
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
When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?
product research
When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?
promotion research
When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research?
promotion research
When the head of the marketing research department instructs field interviewers to interview parents at a soccer tournament such that they each interview 10 truck owners, 10 SUV owners, 8 sedan owners, and 4 owners of sports cars, this represents what type of sampling procedure?
quota sample
Which of the following is a measure of dispersion?
range
Which type of scale represents the highest form of measurement?
ratio
Which of the following is an indicator of a measure's internal consistency?
reliability
Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which of the following best describes Caleb's job title?
research assistant
Commercial providers of marketing research services are called _____.
research suppliers
The people who answer survey questions are referred to as _____.
respondents
The process of predicting sales totals over a specific time period is called _____.
sales forecasting
A frequency distribution of a sample is called a(n) _____.
sample distribution
The formula below is used to calculate the _______ . (Sum Xi | n
sample mean
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
Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population?
sampling
A list of elements from which the sample may be drawn is called a _____.
sampling frame
All of the following are types of marketing research EXCEPT _____.
selective
When a researcher puts the name of each person on a sampling frame list on a 3" x 5" card, shuffles the cards thoroughly, and then selects 35 names from the top of the pile of cards for a phone interview study, this is an example of what type of sampling procedure?
simple random sample
"Do you own a smart phone? ______ Yes ______ No" is an example of what type of question?
simple-dichotomy
Which of the following represents the standard deviation of the sampling distribution?
standard error of the mean
A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as _____.
subjects
When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is _____.
supported
A scientific procedure that allows a new product to be tested under realistic market conditions is called a _____.
test-market
All of the following are disadvantages of open-ended response questions EXCEPT _____.
the information provided by responses is not useful to decision makers
When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?
time constraints
All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____.
too expensive
If salespeople in a test-market city arrange for more shelf-facings than would normally be available to the product under normal store conditions, the test-market has the problem of _____.
unrealistic store conditions
Another term for the sponsoring client in research studies is the _____.
user
The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ______.
validity
Which experimental research design involves repeated measures?
within-subjects design
Which of the following is the symbol for the population standard deviation?
σ
Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.
30 percent
Find the mean score of the following set of scores: 2, 5, 7, 4, 8 .
5.2
_____ represents a measure's homogeneity or the extent to which each indicator of a concept converges on a common meaning.
Internal consistency
A(n) _____ survey is a self-administered survey administered using a website-based questionnaire.
Internet
The application of computation, summarizing, and reasoning to understand the gathered information is called _____.
data analysis
The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called _____
database marketing
Which of the following is critical when conducting experimental research because it allows researchers to return subjects to normal?
debriefing
The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a _____.
debriefing session
The first stage of the marketing research process is _____.
defining the research objectives
Secondary data that originate inside the organization are called _____.
internal data
Carl is an interviewer, and he is supposed to write down everything respondents say. However, he has difficulty getting everything down. This is an example of _____.
interviewer error
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.
interviewer error
When a marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally, this is an example of what type of sample?
judgement sample
Before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed similar issues. This search is called a(n) _____.
literature review
A company was interested in learning if training expenditures will enhance its salesforce productivity, so they hired a researcher to conduct an experiment in which one group of salespeople received training and the other didn't. The average sales for salespeople who received training was significantly higher than for those who did not. This difference in means between the two groups is known as a(n) _____ effect.
main
Which position in a mid-sized research firm supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data?
manager of decision support systems
The observation and analysis of trends in industry volume and brand share over time is called _____.
market tracking
