MARKETING FINAL

Which of the following is not consistent with contemporary marketing research reports? a. detailed paragraphs explaining results b. liberal use of graphs c. lots of bulleted information d. "minibites" e. All of the above are consistent with contemporary marketing research reports.

a. detailed paragraphs explaining results

In testing a hypothesis about means, if the sample size was less than 30, then the appropriate statistical test would be? a. chi-square test b. t-test c. z-test d. one-way ANOVA e. cross-tabulation

b

Generalizing from small pieces of information can be referred to as___________. a. Conclusions b. Induction c. Both d. Neither

c. Both

Which statement is not true about marketing research reports? a. They contain a table of contents and recommendations. b. They contain information about the methodology of the report. c. Every fact must be included in detail; report length of the body of the report should not be an issue. d. Research objectives must be outlined. e. All statements about marketing research reports are true.

c. Every fact must be included in detail; report length of the body of the report should not be an issue.

____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage. a. References b. Endorsements c. Approvals d. Recommendations

d. Recommendations

The executive summary: a. should be a maximum of four pages b. is often the most difficult part of the report to write c. is where the researcher lists key findings d. all of the above e. none of the above

d. all of the above

Which of the following is not an objective of the marketing research report? a. to explain why the research was done b. to state the specific research objectives c. to explain how the research was done d. to explain how much the project cost the client e. All of the above are objectives of the marketing research report.

d. to explain how much the project cost the client

When do you say the difference between two numbers is statistically significant? a. as long as the two numbers are not exactly the same b. if the difference is large enough so that it is managerially important c. if the difference is mathematically different d. if the difference is observed over an extended period of time e. if the difference is large enough to be unlikely to have occurred because of chance or sampling error

e

Presenting with more confidence may not be enhanced by which of the following? a. visualizing success b. practicing c. meeting the audience before you present d. realizing that you are the expert e. none of the above

e. none of the above

An effective presentation takes into account all of the following except: a. the audience's frame of reference b. the audience's prejudices c. the audience's educational background d. the audience's time constraints e. the audience's expectations

e. the audience's expectations

"Do you own a cell phone? ____YES ____NO" is an example of which type of question format? A. scaled response B. dichotomous C. open ended D. closed ended E. none of the above

B. dichotomous

When a questionnaire asks the respondent to skip question 4 if they answered "no" to question 3, this is an example of _______. A. piping B. editing C. branching D. coding E. none of the above

B. editing

A proper layout for a questionnaire is needed to: A. make it attractive to the respondent. B. elicit answers that are more carefully thought out and detailed. C. impose standardization on the questionnaire. D. compensate for poorly worded questions. E. all of the above

B. elicit answers that are more carefully thought out and detailed.

It is important for surveys to include supervisor's instructions in order to assist the _______. A. client B. field services firm C. respondent D. none of the above

B. field services firm

Probing is especially important when using: A. dichotomous questions. B. open-ended questions. C. closed ended questions. D. multiple choice questions. E. none of the above

B. open-ended questions.

Which type of question does not allow the researcher to perform statistical analysis? A. closed ended B. multiple choice C. open-ended D. dichotomous

C. open-ended

Which of the following is not characteristic of the questionnaire? A. formalized schedule for collecting data B. a unique control device in the data collection process C. survey instrument D. set of questions designed to generate data for specific objectives E. All are characteristic of the questionnaire.

E. All are characteristic of the questionnaire.

Which of the following is a reason for increased costs of survey research? A. premature termination of the interview B. adding a security screener C. trying to reach a qualified respondent D. None of the above are reasons for increased costs of survey research. E. All of the above are reasons for increased costs of survey research.

E. All of the above are reasons for increased costs of survey research.

Which of the following is not a true statement concerning questionnaire development and the Internet? A. It can be used to facilitate questionnaire development. B. There is specialized software for online questionnaire development and implementation. C. Questionnaires can be delivered to potential respondents via email. D. Questionnaires can be posted on the market researcher's website. E. All of the above are true.

E. All of the above are true.

A questionnaire developed for adults should not be modified for a study with children.

False

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

False

Counterbiasing statements are typically made near the beginning of a survey.

False

In a survey, there should never be a model introduction/opening and closing.

False

In the marketing research process, the questionnaire precedes survey objectives and comes after data analysis.

False

Once the questionnaire has been designed and pretested, the researcher can decide on how the data will be collected.

False

Open-ended questions, by their nature, do not need to be coded for data analysis

False

Preparing the final questionnaire copy is the last step in the questionnaire design process.

False

Survey objectives should utilize abbreviations and slang.

False

The conclusion should always include at least some statistical information.

False

The report methodology section serves as the primary guide for interpreting findings and drawing conclusions.

False

When writing a questionnaire, it is often effective to use industry jargon.

False

A lower incidence population would cost more money to reach than a higher incidence population.

True

A yes-no question is an example of a dichotomous question.

True

Closed-ended questions require less time to prepare for data processing than open-ended questions.

True

Laddering interviews are typically used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden, preconscious factors that influence purchase.

True

Most clients today want a copy of the PowerPoint presentation rather than a detailed traditional report.

True

One of the characteristics that separates multiple choice questions from scaled questions is that scaled questions attempt to capture the intensity of the respondent's feelings.

True

Open-ended questions provide more detailed information than scaled questions

True

Screening questions are used to determine if someone is qualified to participate in a study.

True

Today, Facebook can be used as a survey research platform.

True

Writing the report always comes after the data has been cross tabulated and statistical testing has been performed.

True

A market researcher is trying to determine whether males differ from females with regard to the following question: Do you drink soft drinks? Which of the following tests would be most appropriate? a. chi-square test b. 1-way AVOVA test c. correlation analysis d. median test e. Kolmogorov-Smirnov Test

a

A researcher is attempting to determine which ethnic group is more likely to go to the movies at a movie theatre. The dependent variable is metric. Which of the following tests is most appropriate? a. analysis of variance b. t-test c. z-test d. chi-square test e. none of these

a

A researcher is interested in comparing product rating scores between males and females. By drawing a sample of males and a sample of females, the researcher needs to find a statistical test that applies to____________. a. independent samples b. dependent samples c. convenience samples d. none of these

a

A test to determine whether the difference between proportions is greater than would be expected because of sampling error is which of the following? a. hypothesis test of proportions b. t-test c. z-test d. chi-square test e. none of these

a

A(n) ________________ is a standard used to determine whether to reject or fail to reject the null hypothesis. a. Decision rule b. Common rule c. Determined rule d. Assessment rule

a

Hypotheses about frequency distributions that involve one or more nominally scaled variables can be tested using ____________. a. chi-square test b. t-test c. f-test d. z-test e. ANOVA test

a

The exact probability of getting a computed test statistic that was largely due to chance is referred to as the______________. a. p-value b. chi-square value c. z-test value d. median value e. t-test value

a

Type II error is most closely related to which of the following? a. beta b. alpha c. omega d. all of these e. none of these

a

Which of the following is not a step in hypothesis testing? a. evaluating the randomness of the sample b. stating null and alternative hypotheses c. choosing the appropriate statistical test d. developing a decision rule given the significance level e. All of these are steps in hypothesis testing

a

Which of the following is the appropriate statistical test when examining cross tabulations? a. chi-square test b. t-test c. z-test d. one-way ANOVA e. none of these

a

Why is the null hypothesis called the hypothesis of the status quo? a. It is the hypothesis that will not be rejected, unless the data provide convincing evidence that it is false, thus maintaining the status quo. b. It is not the research claim being tested. c. It is the hypothesis that recommends the method of analysis. d. The alternative hypothesis is operational only in the event of a Type II error. e. all of these

a

Which part of the research report is a quick reference for finding specific information in the report? a. Table of Contents b. Title Page c. Executive Summary d. Appendices

a. Table of Contents

Which of the following is not part of the marketing research report appendices? a. a detailed list of research objectives b. cross tabulations for every question c. technical discussion of research procedures d. clean copy of the questionnaire(s) e. All of the above are part of the marketing research report appendices.

a. a detailed list of research objectives

Which of the following parts of the marketing research report goes at the end? a. appendices b. executive summary c. findings d. methodology e. none of the above

a. appendices

A typical marketing research report: a. centers around pictures and graphs b. contains at least 50 pages of text c. contains an appendix and glossary d. should be done in whatever style the researcher deems appropriate e. should always contain the researcher's specific recommendations

a. centers around pictures and graphs

When a question has only two possible choices, it is referred to as a _____________question. A. dichotomous B. qualitative C. multiple choice D. scaled-response E. none of the above

A. dichotomous

Which of the following is not characteristic of open-ended questions? A. ease of coding and tabulation of results B. respondents get to reply in their own words C. answers based on respondent's frame of reference D. can be used to interpret closed-ended questions E. all of the above are characteristic of open-ended questions

A. ease of coding and tabulation of results

Which of the following would not be a good practice regarding question sequencing? A. general questions at the end B. general questions at the beginning C. sensitive questions at the end D. questions requiring work in the middle E. none of the above

A. general questions at the end

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation? A. open ended B. dichotomous C. multiple choice D. scaled response E. The cost would be equal for all.

A. open ended

_______________ integrates responses from a question into later questions. A. piping B. editing C. branching D. coding

A. piping

"First National Bank is..... progressive ____|____|____|____|____ backward" is which of the following question formats? A. scaled response B. dichotomous C. open ended D. closed ended E. none of the above

A. scaled response

Which type of question would be located in the screener? A. transitional B. warm up C. demographic D. qualifying E. none of the above

A. transitional

A(n) ____ test is a test of the probability that a particular calculated value could have been due to chance. a. Q b. Z c. T d. F

d

Suppose in our sample results we find that males average drinking five soft drinks per week, compared with six soft drinks per week for females. In the absence of additional analysis, what type of difference has been illustrated? a. statistical difference b. managerially important difference c. a difference of dispersion d. mathematical difference e. none of these

d

The hypothesis of the status quo is typically referred to as the ______________ hypothesis. a. type III b. alternative c. statistical d. null e. valid

d

The number of observations minus the number of assumptions necessary to calculate a statistic equals: a. the Z score. b. ANOVA. c. random variation. d. degrees of freedom

d

This particular test involves evaluating the differences in observed and expected frequencies in a crosstab matrix. a. hypothesis test of proportions b. t-test c. z-test d. chi-square test e. none of these

d

In the questionnaire design process, what is the first step? a. Determine the data-collection method b. Determine the question response format c. Decide on question wording d. Determine the survey objectives, resources, and constraints

d. Determine the survey objectives, resources, and constraints

The pretest of a questionnaire would not be done for: A. getting the respondent's reaction to the questionnaire. B. checking for the appropriateness of the sample of respondents. C. checking for misinterpretations by respondents. D. checking for potentially biasing questions. E. All of the above would be part of a pretest.

B. checking for the appropriateness of the sample of respondents

Which of the following is not part of the criteria for a good questionnaire? A. considers the respondent B. considers the computer hardware tabulating the results C. provides decision-making information D. meets data-processing requirements E. All are part of the criteria for a good questionnaire.

B. considers the computer hardware tabulating the results

Which of the following is an incorrect statement concerning questionnaire layout? A. Position threatening or sensitive questions last. B. Allow plenty of space for open-ended questions. C. Always place demographics questions at the beginning. D. Position questions that require the most effort in the middle. E. None of the above is an incorrect statement.

C. Always place demographics questions at the beginning.

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______. A. coding B. scaling C. editing D. closing E. none of the above

C. editing

Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey. A. beginning B. middle C. end D. Such questions should not be asked at all. E. None of the above are correct.

C. end

Which of the following is not specifically part of the questionnaire evaluation process? A. evaluating questionnaire length B. the necessity of each of the questions C. getting approval from a client D. whether questions are needed to accomplish research objectives E. All are part of the questionnaire evaluation process.

C. getting approval from a client

A screening question is used to: A. identify the right type of question for the final questionnaire. B. check for respondent bias. C. identify appropriate respondents for the survey. D. both (b) and (c) E. none of the above

C. identify appropriate respondents for the survey.

What type of question is the following? Which of the following age categories best describes your age? ____0-18 ____19-24 ____25-34 ____35 and over A. dichotomous question B. open-ended question C. multiple choice question D. scaled question E. none of the above

C. multiple choice question

"In the space below, please write down your three favorite flavors of ice cream" is an example of what type of question? A. scaled response B. dichotomous C. open ended D. closed ended E. none of the above

C. open ended

Which of the following questions potentially biases the respondents? A. "We are conducting a study concerning the high quality of First National Bank services" B. "Do you shop at a lower class store like Wal-Mart?" C. "How satisfied are you with McDonald's food quality and location?" D. (a) and (b) E. all of the above

D. (a) and (b)

What determines the decision of whether to use a one-tailed test or a two-tailed test when testing hypotheses to make inferences about a population mean? a. the sample size and the estimated standard error b. the nature of the situation and what the researcher is trying to demonstrate c. the level of significance of the test d. the sample size relative to the population size e. the standard error relative to the sample variance

b

What is the purpose of hypothesis testing? a. to draw conclusive decisions about sample estimates b. to determine whether there is support to draw conclusions about some characteristics of the population given the evidence provided by the sample results c. to summarize and describe the sample data d. to test whether the sample is scientifically drawn from a target population e. to conduct statistical tests on census data

b

What is the purpose of statistical inferences? a. to fully describe the characteristics of the population b. to make generalizations about population characteristics from sample results c. to estimate mean, median, mode, variance, and skewness of large sample data d. to study characteristics of binomial or Poisson random variables e. all of these

b

Which of the following is the first step in hypothesis testing? a. calculating the value of the test statistic b. stating the hypothesis c. choosing the appropriate test statistic d. stating the conclusion e. developing a decision rule

b

__________ is achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time. a. Leadership b. Clarity c. Precision d. None of the above

b. Clarity

In the organization of the report, where should the name of the project and other elements, such as the name of the client organization, name of research firm, and date of report, be located? a. Table of Contents b. Title Page c. Executive Summary d. Appendices

b. Title Page

Which of the following best describes the executive summary? a. a report only for top executives to ensure secrecy b. a thorough synopsis of the project which explains how the research was done, outlines objectives, and highlights results c. a detailed report including all technical information regarding the project d. a presentation to top executives of the marketing researcher's client e. none of the above

b. a thorough synopsis of the project which explains how the research was done, outlines objectives, and highlights results

For comparing means, most statistical software packages use which test? a. chi-square b. anova c. t-test d. beta

c

Hypotheses are stated in two basic forms: __________ & _____________. a. Null and Fake b. Null and Real c. Null and Alternative d. Alternative and Real

c

In a beer consumption study, a researcher makes an assumption that males will consume more beer per week than females; this can be stated in a: a. research objective. b. given level of significance. c. hypothesis. d. theory. e. rule.

c

In most statistical software packages, the t-test is often substituted for which test statistic? a. chi-square test b. f-test c. z-test d. one-way ANOVA e. cross-tabulation

c

Researchers must be careful to distinguish statistical significance from: a. mathematical significance. b. chance significance. c. practical significance. d. random significance

c

Samples in which the measurement of a variable in one population may influence the measurement of the variable in the other are called: a. stratified samples. b. dependent samples. c. related samples. d. constrained samples. e. nonprobability samples

c

What is the meaning of testing a hypothesis at an alpha level of 0.05? a. There is 95% confidence that the observed results are due to sampling error or because of sample randomness. b. The chances of not rejecting the null hypothesis when it is false is more than 5%. c. There is a 95% chance that the observed result from the sample analysis will also occur in the population. d. The probability of committing a Type II error is about 5%. e. There is 95% chance of a gamma error.

c

What kind of error is being made if the researcher fails to reject the null hypothesis when it is, in fact, false? a. chi-square b. type I c. type II d. type III e. none of these

c

What type of data would be necessary to have when testing for differences in means? a. nominal b. ordinal c. metric d. none of these

c

Probes fall into three distinct categories. What are the categories? a. Proactive, reactive, inactive b. Proactive, reactive, spontaneous c. Reactive, active, spontaneous d. Proactive, spontaneous, inactive

c. Reactive, active, spontaneous

Which of the following does a researcher not need to keep in mind when preparing a presentation? a. What do the data really mean? b. What impact do the data have? c. What could make this information more convincing? d. What could make this information more useful? e. What do we need to do, given the information we have?

c. What could make this information more convincing?

A differential advantage is: a. a statement of project results. b. advantage(s) of a specific methodology. c. a true benefit that cannot be duplicated by competitors. d. a well-written executive summary. e. none of the above

c. a true benefit that cannot be duplicated by competitors.

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users. What technique should s/he use to accomplish this? a. open-ended questions b. piping c. branching d. non-response

c. branching

Conclusions in a report are derived from the process of ___________. a. deduction b. reduction c. induction d. none of the above

c. induction