Marketing research final exam-bilgun
Open ended questions disadvantages
-Cost of administering is high - May be influenced by interviewer bias may come up
What are the four levels of measurement (list from lowest to highest): **side note: higher level use more rules**
1. Nominal 2. Ordinal (R1) 3. Interval (R1,R2) 4. Ratio (R1,R2,R3)
In the eighth step of the questionnaire (pretesting of questionnaire and revise if necessary) one should conduct two pretests. Explain what they are:
1. Personal Interview-to improve the sequencing and wording 2. Through the mode of administration that will be used in the actual survey to try to uncover any problems with the mode of adminsitration
What are the four methods of administering questionnaires?
1. Personal interviews 2. Telephone interviews 3. Mail questionnaires 4. Internet- based questionnaires
4 Online sampling techniques
1. Random online intercept sampling 2. Invitation Online Sampling 3. Online Panel Sampling 4. Other Online Sampling types
In a cumulative distribution function, each point shows the _________ amount that has _________ or ____________ X ; It can also easily find _______ measures
1. cumulative 2. less than or equal to 3. descriptive measures
Criteria for Chi-Squared
BOTH the dependent variable and the independent variable are categorical
What type of scale is this? Please indicate how many pets you have? _____
Ratio
When a large number of respondents falsify their responses or give incorrect responses because of faulty memory, this is known as:
Response error
Collectively Exhaustive
Responses fit into either one category or another but cannot belong to multiple categories
Findings
Results of the data analysis
Ratio
allow for identification of absolute difference in each scale point and absolute comparisons between raw responses
Ordinal
allow the respondent to express "relative magnitude" between the raw responses to a question
Checklist Question
allow the respondent to provide multiple answers to a single question by checking off items
causal research
allows causal inferences to be made, seeks to id cause and effect relationship
Judgment sampling
an experienced individual selects the sample based on personal judgement about some appropriate characteristics of the sample member
Coding
assigning numerical value to survey responses
Which of the following symbols represents the change or manipulation of the independent variable? a) O b) X c) C d) I e) M
b) X
Comparative scale
format that requires judgement comparing one object, person, or concept against another on the scale
Open ended question
format where respondents use their own words
open-ended questions:
free to respond in your own words - exploratory v. fact based
A group self-administered survey entails administering a questionnaire to respondents in a group rather than individually ____.
for convenience and to gain economies of scale
information completeness
having the right amount of info
Open coding
main themes found in transcipts
manipulation
means that the researchers alter the level of the variable in specific increments
Lifestyle Inventory
measure a person's activities, interests, and opinions with a Likert scale
research objectives
the goals to be achieved by conducting research
descriptive research studies include types of _____.
studies that need answers to who, what, when, where, and how questions
Scale development is the process of designing questions and response formats to measure the ____ of an object
subjective properties
Distractions
such as interruptions, may occur while the questionnaire administration takes place.
When research is conducted by an outside firm, the research is referred to as _____.
supplier-side research
Branching question:
a question that routes people to different survey items based on their respones
Systematic random sampling
a random process selects a starting point and then every nth number on the list is selection (population/sample = interval)
We use _______ analysis for categorical univariate analysis and _________ analysis for continuous univariate analysis
frequency, descriptive
Convenience sampling
obtaining those people or units that are most conveniently available
Falsehoods
occur when respondents fail to tell the truth in surveys.
close-ended questions:
pre-determined responses to choose from - restricted answers may not relate to respondents - "don't know" option
Observation research
systematic process of recording the behavioral patterns of people, objects, and events without communicating with them
keyword search
takes place as the search engine searches through millions of web pages for documents containing the keywords.
push poll
telemarketing under guise of research
Variability
the amount of dissimilarity (or similarity) in respondents' answers to a particular question. 50/50 is max and 90/10 signifies very little
Sample mean:
the arithmetic average value of the responses on a variable (x bar)
The ordinal scale represents a higher level of measurement than the nominal scale in that the assigned numerals serve to identify the objects. the magnitude of the differences in the objects is shown. the assigned numerals represent the order as well as identifying unique objects. it has a natural zero. it has an arbitrary zero.
the assigned numerals represent the order as well as identifying unique objects.
Data Matrix
the coded raw data from a survey.
Scale reliability
the degree to which measures are free from random error and therefore yield consistent results - An indicator of a measures internal consistency
Criteria for ANOVA
the dependent variable is continuous (interval or ratio), and the independent variable is categorical
Criteria for T-test
the dependent variable is continuous (interval or ratio), and the independent variable is categorical
Random Sampling Error
the difference between the sample result and the result of census conducted using identical procedures
Y = β_0 + β_1 X + e In the above equation for simple regression, the e variable represents
the failure to include all of factors related to dependent variable
Cross-sectional Survey Advantages
-Very specific populations can be targeted -Ability to use probability sampling plan
Professional respondents
-will have an opinion on anything as long as they are getting paid -fake respondents
To find the median in a cumulative distribution, find the amount of a variable by looking at _____________________
.5 frequency
Four Stages of Implementing a marketing strategy
1) Id and eval market opportunities. 2) analyze market segments and select target markets 3)planning and implementing a marketing mix that will provide value to customers and meet organizational objects 4)analyze firm performance
When completing the sixth step of questionnaire design (determining the question sequence) one must do these four things:
1. Simple and non-threatning opening questions 2. ask for clarification info last 3. place sensitive questions late in the questionnaire 4. Use the funnel approach (ex: starts with broad questions and progressively narrows down the scope) ex: how would you rate your last experience when eating at ABC restaurant? NEXT: How would you rate the quality of the service
Considerations for choosing a question-response format
1. The nature of the property being measured. 2. Previous search studies. 3. The ability of the respondent, and 4. The scale level desired
What are some advantages in the communication way of obtaining primary data? (list two)
1. versatility - ability to collect different kinds of data since all you need to do is ask questions 2. speed and cost- do not need to wait for events to occur
For a 95% confidence, the critical value is ______-
1.645
Consistency
2 separate research reports but they come out with two different findings
Worst Case Variability
50/50 ratio creates the largest variability. When the percentage isn't given for the formula we substitute 50/50 to discover the most conservative figure for sample size or error
Statistical Fluctuations
A _______ that occurs because of a chance variation in the elements selected for a sample
Executive Summary
A brief recounting of the key points contained in a business plan
Which of the following accurately describes a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers?
A marketing information system
Regression Analysis
A method for arriving at more detailed answers that can be provided by the correlation coefficient,
Quota sample:
A nonprobability sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of elements with the characteristics in the target population - look at PP example
Quota Sample
A sample deliberately constructed to reflect several of the major characteristics of a given population
Probability Sample
A sample in which every element in the population has a known statistical likelihood of being selectedd
Two-stage Cluster Sample
A sampling procedure that involves taking a random sample of clusters and then taking a random sample from each of the clusters that were selected
Sample Size Calculator
A statistical program used to provide a recommended sample size
There are distinct differences between basic research and applied research. ______ would be an example of basic research.
A winery needing to understand more about exporting wine
List the advantages and disadvantages of secondary data
Adv: - can be secured quickly -inexpensive disadv: -may not fit the problem --> this means that there could be a different measurement used (# of employees vs sales data), different class definitions (different increments for income), and can be outdated since collected in the past -unknown accuracy since it was collected by someone else
With an interval scale we cannot compare the absolute magnitude of numbers. we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. there is a naturally-occurring zero point. we cannot calculate the average because summation is not meaningful All of the above are false concerning an interval scale.
All of the above are false concerning an interval scale.
Categorically Exhaustive
All possible responses on a scale are included in the answer categories
Confidentiality
Although a researcher can identify who completed a particular survey, the researcher pledges to keep that information a secret and never reveal who the individual was that completed the survey
Paired Samples T-test
An appropriate test for comparing the scores of two interval variables drawn from related populations.
Random Error
An error that occurs when the selected sample is an imperfect representation of the overall population
Counterbiasing statement:
An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual
Limitations
Any potential problems that have arisen during the data collection process or because of assumptions that were made during the research study
Ratio Scale
Any scale of measurement where the numbers are assigned for identification, the numbers indicate order, equal distance between intervals, and an absolute zero
Which of the following correctly describes the difference between basic research and applied research?
Applied research expands our knowledge to solve a specific problem
Frequency-determination question
Asks for an answer about general frequency of occurrence
Social Desirability bias
Bias in response caused by respondents desire, either conscious or unconscious, to gain prestige or appear in a different social role
This technique is used to direct respondents to different places in the questionnaire based on their response to question at hand
Branching questions
When the sample size is larger (n>= 30) distribution of sample means can be approximated with a normal distribution.
Central Limit Theorem
Which of the following allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot" and control of interviewers' schedules?
Central location telephone surverying
Non-probability Sample
Chance of someone being selected within a target population is not known and cannot be determined
Maturation
Changes in the subject over time that modify the results of the experiment
______ are NOT a use for exploratory research.
Confirming hypotheses
Time series control group design
Control group improves internal validity by assuring that effect or trend is due to treatment and not chance
The value that Z shows chance of making a mistake at a significance level
Critical Value
True
Culture can impact the choice of a scale and the responses to scale questions. (T/F)
Commonly used sampling frames:
Customer databases Telephone directories Lists developed by data compilers
24. Which type of statistical analysis would we use to determine if female college graduates' starting salary was different from their male counterpart (assuming data is collected using the following question on the survey "What is your starting salary_________?" a.paired sample t-test for means. b.z test for comparing the sample mean against a standard. c.regression analysis. d.independent samples t-test for means. e.correlation analysis.
D Two groups of people and we want to see whether one is making more than the other we need to use independent sample t-test (looking at the effect of a categorical variable on a continuous variable)
Statistics that describe the distribution of a response on a variable in data; measure of location or central tendency: describes the central to the distribution of the data
Descriptive statistics
One should not use a ______________ in a survey. This is the asking of two questions in one
Double barrel question
Pie Charts
Excellent for nominal and ordinal data; can be used for interval data, but never for ratio data
- Conciseness - Adaptability - Readability - Balance
Executive-ready Report is based on what four principles?
Conclusions
Expanding of the interpretation to explain what the results of a research study actually mean
Population has direct impact on sample size. True or false?
False; population has no direct impact on sample . size
Population
Group from which a sample is drawn and which is the target of the research study
What is the most important question you should ask when making a survey?
How will I analyze the data?
Position Bias
In a long list of response items individuals may not take time to look at all of the possible choices but simply check the first one that applies
In a _________ self-reported attitude scale, the respondent checks one of the categories that best represents a response. It is easy to code and for respondents to use, but hard to see small differences in attitude.
Itemized
Discriminant Validity
Items designed to measure one construct have a low correlation with items that measure a different construct
The research process is...?
Iterative (repetitive)
State what type of sampling this is (and whether its non-probability sampling or probability sampling) Population elements are selected based on the judgement of the researcher ex: interviewing officers of student organizations instead of a convenience sample of students
Judgmental sampling non-probability sampling
Split-half Technique
Most common method used for internal consistency
Times series design
Multiple measures help determine trends and offset lack of control over extraneous factors
In this ________ self-reported attitude scale, there are a number of statements to indicate their degree of agremment with each number of statements
Multiple-item scale
where is the Census Bureau used?
NIACS
____ largely determine(s) the appropriate choice of the type of research design.
Objectives of the research
Sampling frame error
Occurs when certain sample elements are not listed or are not accurately represented in a sampling frame
categorization of single variables existing in a study
One-way tabulation
3 basic question-response formats
Open-ended, Categorical, Scaled Response
The probability of obtaining a test statistic as extreme or as more extreme than what is obtain when the H0 is true
P-value
Subjects
People who participate in the experiment
Break-off Rate
Percentage of individuals who start a survey but do not complete it
Objective Properties
Physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on.
- Testing effects - Environmental changes - Locating same subjects
Potential problems with test-retest reliability
Interval Scale
Preferred type of scale to measure attitudes
Interpretations
Presentation of findings in a context that the listener or reader can more easily understand
One Group Pretest-post-test Design
Pretest measures take place, no control group used
Which of the following refers to the research approach used to meet the research objectives?
Research design
Nominal Scale
Scale in which numbers are assigned to objects or sets of objects for the purpose of identification
Of the following, which is NOT an advantage of the secondary data?
Secondary data may be obtained in any form desired
Data such as transactional data collected by banks, airlines and retailers is known as _______ data. Structured Useless Collected Unstructured Exploratory
Structured
Subjects indicate their degree of agreement or disagreement with each of a number of statements (an individual's attitude score is the total obtained by summing over the items in the scale)
Summated-ratings (Likert) Scale
Census
Survey of the entire population
Validity
The ability of a test to measure what it is intended to measure and to be free from both systematic and random error
Sampling Error
The amount of error that the researcher is willing to accept as a result of the sampling process
Precision:
The degree of error in an estimate of a population parameter
Reliability
The degree to which a measurement is free from error and provides consistent results over time
Confidence:
The degree to which one can feel confident that an estimate approximates the true value
Interval Scale
The distance or interval between numbers assigned to represent category responses in considered to be equal
The Third Axiom
The larger the random sample is, the more accurate it is, meaning the less sample error it has
Sampling frame:
The list of population elements from which a sample will be drawn - geographical areas, institutions, individuals, or other units
Attrition
The loss of subjects during the time of the experiment that is being conducted
Treatment
The manipulation of the Independent Variable
Likert Scale
The most commonly used scale that is composed of a series of favorable and unfavorable statements that the subject indicated their degree of agreement or disagreement.
Construct Validity
The most difficult method of validity to achieve, so hard it is only an option in theory
Dependent Variable
The outcome factor
The Eighth Axiom
The size of a random sample depends on the client's desired accuracy (acceptable sample error) balanced against the cost of data collection for that sample size.
What does the test statistic show?
The test statistic shows how far the sample statistic is from the hypothesized value
What is the formula for total error
Total error= sampling error+ nonsampling error
6 Basic response formats
Unprobed, Probed, Dual Choice, Multiple Choice, Natural Metric, Synthetic Metric
Unanchored Scale
Where the endpoints are not identified, for example "please indicate on a scale of 1-10 how satisfied you were with your automobile's gas mileage."
Time Order of Occurrence
X must occur before or at the same time as Y: more chip sales before a Super Bowl
hypothesis
a formal statement explaining some outcome.
When the scale type is nominal the appropriate measure of central tendency is: a) mode b) median c) mean d) nominal mean e) all of the above
a) mode
In a bar chart depicting a frequency distribution, "high dispersion" is noted when: a) the bars are roughly equal b) one bar is much larger than all the other bars c) two or more bars are much larger than all the other bars d) the bars are divided into sub-bars e) none of the above; a bar chart cannot show dispersion
a) the bars are roughly equal
The aspect of study design concerned with the amount of knowledge that people have about a study in which they are participating is a. disguise. b. observation. c. structure. d. setting.
a. disguise.
The level of significance (alpha) is the _________ ___________ of rejecting the null hypothesis when it is actually true for the population
acceptable probability
Generalization
assuming your population is similar to your sample
What makes an experimental design a "true" experimental design? a) There are no "false" variables. b) It truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables through randomization. c) It is performed by a certified marketing researcher. d) both A and C e) none of the above
b) It truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables through randomization.
In multiple regression, ________ is a handy measure of the goodness-of-fit of proposed regression model. a) R b) R square c) t statistic d) chi-square value e) p value
b) R square
If the intercept is found to be 2 and the slope is found to be 5 in a regression result formula, then: a) y=2+3x b) y=2+5x c) x=2+5y d) x=2+3y e) y=a+2(5)
b) y=2+5x
According to Table 5.1 in the text, which of the following does not apply to qualitative research? Select one: a. a small number of nonrepresentative cases b. outcome is used to recommend a final course of action c. unstructured form of data collection d. non-statistical data analysis
b.
Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers. Select one: a. True b. False
b.
The major advantage of ________ is that it substantially increases the likelihood of locating the desired characteristic in the population. Select one: a. judgmental sampling b. snowball sampling c. quota sampling d. convenience sampling
b.
_________involves measuring the extraneous variables and adjusting for their effects through statistical analysis. a. Design control b. Statistical control c. Randomization d. Matching
b.
When measuring consumer attitudes, which scale is recommended for use when there is a need to eliminate the halo effect? a. Semantic-differential scale b. Comparative-ratings scale c. Graphic-ratings scale d. Likert scale
b. Comparative-ratings scale
The following data were collected from 100 students interviewed once in April and the same 100 students interviewed again in May. In each month they were asked which brand of a particular product they bought. The brand switching survey above is an example of _____ study. a. cross-sectional b. longitudinal c. exploratory d. causal e. observational
b. longitudinal
Social desirability
be trusting
Census
best attempt to get everyone to participate in population of interest
Kinesics
body language
A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero). Select one: a. Likert scale b. semantic differential scale c. Stapel scale d. continuous rating scale
c
Differences are important, but finding of statistical significance in no way guarantees which of the following? a. significance difference b. market difference c. meaningful difference d. actionable difference
c
Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? a. The computer checks the responses for appropriateness and consistency. b. Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. c. Multiple questions appear on the screen at one time. d. Interim and update reports on data collection or results can be provided almost instantaneously.
c
Assume the regression equation is y=$75 + $25x and there is no error term (we can perfectly predict y using x). We are predicting the weekly grocery expenditures where x=number of family members. How much would a family of 4 spend on groceries per week? a) $700 b) $400 c) $175 d) $100 e) $425
c) $175
The more precise the prediction in a linear relationship, the closer the R-square value will be to: a) 0 b) -1 c) +1 d) infinity e) .01
c) +1
________ is concerned with the extent to which the change in the dependent variable was actually due to the independent variable. a) representativeness b) external validity c) internal validity d) measurement e) validation
c) internal validity
The growth in the need for marketing research is creating demand for individuals who can a. collect and analyze information. b. collect and interpret information. c. collect, analyze, and interpret information. d. analyze and interpret information.
c. collect, analyze, and interpret information.
Information about the key issues being studied is known as a. key information. b. classification information. c. target information. d. sensitive information.
c. target information.
Third-person technique
can be used in a question, in which instead of directly quizzing the respondent, the question is couched in terms of a third person who is similar to the respondent.
One-sample t-test:
can be used to compare a sample mean against an external standard
Nominal and Ordinal measurement are ______________ variables
categorical
Likert Scale Extensively Modified Format
changes the set to a different number of points, e.g. six-point forced choice format or seven-point free choice format
research suppliers
commercial providers of marketing research services
Questionnaire instructions and examples
commonly used as a way of avoiding respondent confusion.
Relationship marketing
communicates the idea that a major goal of marketing is to build long term relationships with the customers contributing to the firms success.
standardized research service
companies that develop a unique methodology for investigating a business specialty area
When using nominal measurement, ______________ is the only permissible operation (so can calculate percentages) ; so one can only use mode to measure central tendency
counting
A nominal variable requires that the researcher compare: a. means b. medians c. percentages d. modes
d
Of all of the following, which ONE variance inflation factor (VIF) would be a cause for concern? a. 7 b. 4 c. 1 d. 12
d
Regardless of its absolute value, a correlation that is not statistically significant: a. Has some perceptible meaning b. has significant meaning c. requires additional examination d. has no meaning at all
d
Suppose that the relationship between sales (Y, in thousand dollars) and number of salespeople (X) is represented by the following regression equation: Y=105.2+35.8X. What will average sales be equal to when 10 salespeople are used? a) $358,000 b) $463.2 c) $358 d) $463,200 e) More information is needed.
d) $463,200
The FactFinder Research firm conducted a survey for a national food manufacturer, and one of the issues addressed by the research was to determine how many pounds of fish were consumed per capita annually. In the survey they found one person who consumed only one pound of fish per year while 10 people reported 200 pounds per year. The range was: a) 200 b) 1 to 2,000 c) 201 d) 199 e) 190
d) 199
Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 Given the above table, in absolute numbers how many millions of households own a VCR? a) 10 b) 100 c) 48 d) 34 e) 52
d) 34
You wish to test the hypothesis that female college students spend more on wearing apparel than male college students. Which of the following is INCORRECT? a) the The null and alternative hypotheses are: H0 : μF = μM ; H1 : μF > μM b) If you concluded that female students spend more than male students when in fact this is NOT the case, then we have made an incorrect decision. c) If we conclude that females spend more than males when in fact that is the case, we have made a correct decision. d) None of the above e) All of the above
d) None of the above
Product oriented
describes a firm that prioritizes decision making an a way that emphasizes technical superiority in the product.
Proxemics
distance between two people
Predictor variable is also known as a ________ variable.
independent, causal, explanatory
Reversals of scale endpoints
instead of putting all of the negative adjectives on one side and all of the positive on the other, a researcher will switch positions a few times.
____ is a short definition of marketing
meeting needs profitably
Yea-saying
pattern may be evident in the form of all "yes" or "strongly agree" answers.
Unprobed Format
questioning format that seeks no additional information from the respondent. Used when researchers want a simple comment or statement
verbatiums
quotes from transcripts
What type of scale is this? Indicate how many siblings you have.____
ratio
Geo Demographics
refers to info describing the demographic profile of consumers in a particular geographic region.
Guessing
respondent gives an answer when he or she is uncertain of its accuracy.
What is the formula for variance? (s^2)
s^2 = sum of [(X - X ̅) 〗^2 /( n - 1)
What do we use in SPSS?
scatterplot
spyware.
software placed on a computer without consent or knowledge of the user
Statistical Analysis Approach
when the researcher uses statistical techniques to influence sample size
Intuitive Hypothesis Testing
(as opposed to statistical hypothesis testing) occurs when someone uses something they observe to see if it agrees with their belief about that topic
What factor determines which level of measurement is possible for a variable? Properties of the variable itself The confidence we need to have in the results The number of participants in the research Whether we use questionnaire or observation for measurement Variance among variables
Properties of the variable itself
Confidence interval:
a projection of the range within which a population parameter will lie at a given level of confidence, based on a statistic obtained from a probabilistic sample - categorical measures
Unanswerable Question
a question in which the respondent cannot answer because they lack the information to
3.Which of the following statements about secondary data is TRUE? a. Secondary data cannot be used to solve a problem completely. b. Secondary data typically cost less to collect than primary data. c. It is hard to assess the accuracy of secondary data. d. a and b. e. b and c.
e
Interval
demonstrate the absolute difference between each scale point
Conventional Approach
follows some "convention," or number believed somehow to be the right sample size.
Data coding
identification of code values that are associated with the possible responses for each question on the questionnaire.
Stereotype
making an assumption about a population with no research
Nay-saying
persistent responses in the negative.
Workhorse Scales
standard scales that marketing researchers rely on time and again.
Prompters
statements strategically located to encourage the respondent to remain on track.
Sampling Distribution Concept
states our actual sample is one of the many, many theoretical samples comprising the assumed bell-shaped curve of possible sample results using the hypothesized value as the center of bell shaped distribution.
literature review
a directed search of published works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand
Inference
a form of logic in which you make a general statement (generalization) about an entire class based on what you have observed about a small set of members of that class. (when you infer, you draw a conclusion from a small amount of evidence)
Halo Effect
a general feeling about a store or brand that can bias a respondent's impressions of its specific properties.
Sampling frame
a list of elements from which a sample my be drawn
focus group
a small group discussion about some research topic led by a moderator who guides discussion among the participants
Recommendations
- Based on insights and conclusions - Tied to the research objectives - Actionable
Hypothesis Test
- Compare the sample statistic with what is believed (hypothesized) to be the population value prior to undertaking the study - Online music listeners listen an average of 45 +/- 15 min per day, not 90 as believed by iTunes managers
Associative Analysis
- Determine associations - Determine if two variables are related in a systematic way - Correlation, cross-tabulation
Pretest-post-test control group design
Subjects are randomly assigned to treatments which allows researcher to assume extraneous variables will have same effect on experimental and control group
Content Validity
Systematic process to evaluate validity by assessing the adequacy of the items used to measure a concept
The volume dimension of Big Data refers to: The amount of data being collected. The pace of data flow, both in and out of a firm, and the speed with which the collected data become available for managers. The consistency of the data collection process. The diversity of types or forms of data. The capacity of the storage units on which data is stored.
The amount of data being collected.
Marketing Research
The application of the scientific method in searching for the truth about marketing phenomena
________ are errors that can be attributed to sources other than sampling, and they can be random or nonrandom. Select one: a. Random sampling error b. Non-response error c. Non-sampling error d. Response error
c.
Pseudo-Research
conducted not to gather info for marketing decisions but to bolster a point of view and satisfy other needs
exploratory research
conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities
"The range within which to population parameter is likely to fall based on the sample statistic" is known as the confidence frame. sampling interval. confidence interval. sampling frame. parameter interval.
confidence interval.
Which method of observation should be avoided if concerns exist about people behaving differently under observation? a. Mechanical b. Natural setting c. Unstructured d. Undisguised
d. Undisguised
The degree to which the outcome of an experiment can be attributed to an experimental variable and not to other factors is known as a. external variation. b. external validity. c. internal variation. d. internal validity.
d. internal validity.
When we think about an overall marketing research project, _____ is the most important step in the marketing research process.
defining the problem
Data code book
identifies questions on the questionnaires, variable name or label that is associated with each question and the code numbers associated with each possible response to each question.
Range
identifies the distance between lowest value (minimum) and the highest value (maximum) in an ordered set of values
Median:
identifying the level that contains the 50th percentile in frequency distribution - Whatever CONTAINS the 50th percentile (64% example)
When is a result STATISTICALLY SIGNIFICANT?
if p <0.05 --> reject H0 if p> 0.05 --> do not reject H0
Stratified Sampling
if the population is skewed the researcher identifies subgroups called strata. A simple random sample is taken of each stratum. weighting procedures may be applied
Proportionate Stratified Sample
if the strata sample sizes are faithful to their relative sizes in the population, this occurs. You do not need to use a weighted formula because each stratum's weight is automatically accounted for by its sample size.
Summated Scale
if there is a list and the respond checks all that apply, the researcher can count the number of checks for each respondent and that number will stand as the metric measure of the construct
Interviewer Error
mistakes made by interviewers failing to record survey responses correctly
In ordinal measurement, what types of measures of central tendency can be used?
mode and median
Interval measurement can use what methods of central tendency?
mode, median, and mean
What type of scale is this? What is your business degree concentration? Marketing ___ Management ___ Finance ___ Economics ___ Accounting ___ Other ___
nominal
A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices are ____ scaled.
ordinally
Because of technological advances and a general reluctance worldwide to take part in surveys, ____ have become a viable and popular means of data collection
panel companies
Sample
people you actually survey/ interview
Which of the following describes data developed or gathered by the researcher specifically for the research project as hand?
primary data
moral standards
principles that reflect beliefs about what is ethical and what is unethical
smart agent software
software capable of learning an internet users preferences and automatically searching out information in selected web sites and then distributing it
Sample Frame
some master list of all the sample units in the population
surrogate measure
some observable or easily determined characteristic of each population member, is used to help separate members of a population into subgroups.
Response rate:
the number of completed interviews with responding units divided by the number of eligible responding units in the sample RR= (# of completed interviews with responding units)/(# of eligible responding units in the sample)
Respondent fatigue
the respondent becomes tired of participating in the survey.
Regression assumptions
the variables involved are continuous, the relationship is linear, the variables come from a multivariate normal population
The scientific method
the way researchers go about using knowledge and evidence to reach objective conclusions about the real world.
Where is a good source to begin secondary research?
themes found in qualitative research
Central Limit Theorem
theory used in statistics that is the basis for the 5th axiom, "a replication is a repeat of the original.
director of marketing research
this person provides leadership in research efforts and integrates all staff level research activities into one effort. the director plans executes and controls the firms marketing research function
Hypothesis:
unproven propositions about some phenomenon of interest - null - alternative
Coding closed-ended items:
use numbers to code 1= male 2= female
Rule of Thumb
use the graph that looks the best -quick visual story -fits data - pleasing to the eye
Outcroppings
physical surroundings (lighting, decor, music, etc)
Sample unit
the basic level of investigation. (ie. 1 person)
Curbstoning
making up data
Topic Tracking
Based on a user profile and documents that a user views, text mining can predict other documents of interest to the user
Observtions
Measurement of a variable or group of participants
What level of measurement is being used in this question? Which of the following courses have you taken? Check all that apply. ___ Marketing Research ____Advertising Management ____ Sales Management ____ Consumer Behavior
Nominal; if you assign numbers they DON'T imply ranking
Open-ended Question
Question that allows respondents to answer in their own words
Scaled-response Question
Question that allows respondents to indicate a level or degree of intensity
What is ethics all about?
Respect
Test Marketing
The process of testing products among potential users
Which of the following is critical to ensure the client and the research firm are in agreement about the goals of the projects?
The proposal must very clearly define the problem and research objectives
Blind Draw
all names are written and placed into a bid and drawn at random like lottery
________ refer to open-ended questions that respondents answer in their own words. Select one: a. Unstructured questions b. Dichotomous questions c. Branching questions d. Structured questions
a.
In a data set, there is variable that measures each respondents purchase quantity of yogurt per week. The value of purchase quantity is "12, 0, 0, 1, 1, 1, 6, 10, 11." What is the median? a) 4.66 b) 1 c) 42 d) 6.421 e) none of the above
b) 1
A correlation coefficient is an index number constrained to fall between the range of: a) 0 to 1.00 b) 0 to 100 c) -1.00 to +1.00 d) .05 to .95 e) none of the above; it is not constrained
c) -1.00 to +1.00
For a variable coded "0" or "1," there are 102 "0s" and 101 "1s." What is the value of the measure of the central tendency for this type of data? a) 101.5 b) 102 c) 0 d) 1 e) none of the above
c) 0
Structured Response
close ended (fixed alternative) format where respondents from a set of possible responses
mystery shoppers
employees of a research firm that are paid to pretend to be actual shoppers
Most important part of paper?
executive summary
Legend
explains what each color represents on a chart/graph
This formula is used for _________________: (s / √n):
margin of sampling error for the mean This occurs because we do not perfectly represent the population
Refusal
occurs when a potential respondent declines to take part in the survey.
conflict of interest
occurs when on researcher works for two competing companies
proprietary marketing research
the gathering of new data to investigate specific problems
confidentiality
the info involved in a research will not be shared with others.
one sample t-test
used to test the whole sample in regards to a single construct
Types of nonresponse errors:
- noncoverage - nonresponse - response - office
Probability sampling is used to select the initial respondents for snowball sampling. a. true b. false
a.
Variance
- standard deviation squared
Symptom v Problem
-Symptom: surface understanding of a phenomena -Problem: underlying cause
Common problems in preparing the marketing research report
1. lack of data interpretation 2. Unnecessary use of complex statistics 3. Emphasis on packing instead of quality 4. lack of relevance 5. placing too much emphasis on a few statistics
There is a close relation between the collection method and the type of questions that can be asked: Personal interviews have ____________ questions Telephone interviews have __________ questions since people cannot see the questions Mail and internet methods are ___________ because of the incapability of being able to clarify
1. lengthy/complex 2. short 3. simple
3 different concepts for the notion of differences
1. mathematical differences 2. statistical significance 3. magisterially important differences
4 methods of administration for questionnaires:
1. personal interview 2. telephone interview 3. mail survey 4. online survey
In the second step of questionnaire design (determine method of administration), one must choose between these four methods
1. personal interviews 2. telephone interviews 3. mail interviews 4. internet interviews
21. Sampling errors can be decreased by a. decreasing the number of observations. b. increasing the sample size. c. providing better training for interviewers. d. improving the data collection method. e. none of the above
B. Increasing the sample size
The functions of data analysis "match up" with: A) the types of problems B) the types of research objectives C) the types of type I errors D) the types of type II errors E) the types of type III errors
B) the types of research objectives
10. Which of the following is the most complete description of permissible measures of central tendency for the ordinal measurement? a. mean, median, mode b. median, mode c. mean d. median e. mode
B.
11. When the interval measurement is used a. ratios are meaningful. b. differences can be compared. c. there is a naturally-occurring zero point. d. we cannot do rank ordering. e. They are all false.
B. differences can be compared
20. The best way to reduce non-sampling errors is to a. increase sample size. b. improve data collection techniques. c. offer incentives to respondents. d. all of the above reduces non-sampling errors e.you can't reduce non-sampling errors.
B. improve data collection techniques
Why use probability sampling?
Bc the analyst can statistically assess the level of sampling error and make projections to the population
Why should you not use a double barrel question (asking two questions in one)?
Because people may agree with one thing but not the other
25. If the correlation between two variables x and y is equal to -.90, which of the following is TRUE? a. x and y are highly related, whereby a positive change in x is accompanied by a positive change in y. b. The two variables x and y are not related to one another. c. x and y are highly related, whereby a negative change in x is accompanied by a positive change in y. d. There is a weak positive relation between x and y. e.A decrease in x is accompanied by a decrease in y.
C
15. Interviewers are told to select a fixed number of men and a fixed number of women, although the choice of which men and which women is left up to them. This is an example of _______ sampling. a. systematic b. snowball c. quota d. accidental e. simple random
C.
18. Which of the following would NOT be an example of a situation involving univariate analysis? a.A publisher of a magazine is interested in determining what proportion of the magazine's readers is male. b.A restaurant would like to know the average income of its typical diner. c.A car dealership is particularly interested in whether or not people who own vans are more or less likely to finance auto purchases compared with people who don't own vans. d.A service provider needs to know her customer's average level of satisfaction with the services provided. e.All of the above are examples involve univariate analysis.
C.
7. The question, "Do you exercise often?" a. contains an assumed consequence. b. is concrete. c. contains an ambiguous word. d. uses the funnel approach. e. is double-barreled.
C. (often has a different meaning to different people)
Independent Samples T-test
Compares the means of two groups on one variable, estimated standard error is based on the pooled variance between the groups.
Insights
Conclusions derived from research that help firms to make more intelligent marketing decisions, which result in a competitive advantage for their company or brand
Interviewer Cheating
filling in fake answer or falsifying questionnaires by an interviewer
experiment
a carefully controlled study in which the researcher manipulates a proposed canse and observes any corresponding change in the proposed effect
marketing concept
a central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process
Which of the following symbols represents the measurement of the dependent variable? a) O b) X c) C d) M e) none of the above
a) O
________ is the examination of frequency for two nominal or ordinal variables in a cross- tabulation table to determine whether the variables have a significant relationship. a) chi-square analysis b) correlation c) t-test d) regression e) z-test
a) chi-square analysis
The quality of focus group results depends heavily on the skills of the moderator. Select one: a. True b. False
a.
Which of the following statements about lab or field experiments is true? a. Field experiments involve real consumers. b. Only lab experiments involve dependent and independent variables. c. Lab experiments have relatively low degrees of internal validity. d. Field experiments involve creating situations with desired conditions.
a. Field experiments involve real consumers.
The key feature that distinguishes focus groups from depth interviews is: a. Group interaction. b. The presence of a researcher. c. The expertise of the participant(s) d. The time required to do one. e. All of the above are correct.
a. Group interaction.
The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined. a. Insights and ideas b. Facts and figures c. Buy-in and support d. Definitive data e. Tactical advantage
a. Insights and ideas
One of the most compelling challenges for the marketing research industry is finding th eindividuals who combine tech savviness and analytical skills with the _____.
ability to synthesize data and present it in a compelling way
In the third step of questionnaire design (determine the content of individual questions) one must make sure that respondents have the _______ info to answer the question because people will answer even if they have no knowledge
accurate
______ is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place.
action standard
univariate analysis:
analysis involving individual variables
multivariate analysis:
analysis involving multiple variables
Bivariate Regression
analyzes the linear relationship between TWO variables by estimating the coefficients for an equation for a line, uses one independent variable and one dependent variable; Y=β0 + β1X
Which type of relationship is described by the formula: y = a + bx? a) causal relationship b) linear relationship c) monotonic relationship d) non-monotonic relationship e) curvilinear relationship
b) linear relationship
Online focus groups are appropriate for every research situation. Select one: a. True b. False
b.
The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature. Select one: a. problem definition b. problem audit c. management problem d. none of the above
b.
Interviewer cheating
when the interviewer intentionally misrepresents respondents.
Which of the following refers to a set of procedures in which the sample size and sample statistics are used to make estimates of population values or facts? a) sample logic b) deductive statistics c) statistical deduction d) generalization or inference e) deductive logic
d) generalization or inference
The summary of the percent of times each and every category appears for the entire sample is called the: a) mode b) mean c) categorical percentage rate d) percentage e) frequency
d) percentage
cross functional teams
employee teams composed of individuals fom various functional areas such as engineering production finance and marketing who share a common purpose
forecast analyst
employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast.
Probability samples
samples in which members of the population have a known chance of being selected into the sample
Non-probability samples
samples where the chances of selecting members from the population into the sample are unknown.
Confidence intervals only take into account ___________________ not other common types of error
sampling error
The confidence interval only takes _______ _________ it does not account for other common types of error
sampling error
Fake sponsors
say you are calling for research but then you make a sales pitch - unethical - sugging/frugging
Comparative Rating
scale format that requires a judgement comparing one object, person, or concept against another on the scale; collectively referred to as 'Likert-like Scales"
Non-comparative Rating Scale
scale format that requires judgement without reference to another object, person, or concept; generally assumed to be interval scales
Correlation Coefficient
statistical measure of the strength of a linear relationship between two continuous variables, can be positive or negative depending on the relationship and varies between -1.00 and 1.00, with 0 representing no association
Pearson correlation coefficent
statistical measure of the strength of a linear relationship between two metric relationships
ANOVA
statistical technique that determines if three or more means are statistically different from each other
Descriptive statistics:
statistics that describe the distribution of responses on a variable - mean and standard deviation are the most common DS
When we think about marketing research as a way to generate, refine, and evaluate a potential marketing action, we are describing actions such as _____
strategies, campaigns, programs, or tactics
Compared to observation or other qualitative methods; ______ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.
survey methods
Supervision
uses administrators to oversee the work of field data collection workers.
Directional Hypothesis
a hypothesis that indicates the direction in which you believe the population parameter falls relative to some target mean or percentage. not using an exact amount but saying something like, "Patrons spend less than $100/visit"
syndicated service
a marketing research supplier that provides standardized information for many clients in return for a fee
research design
a master plan that specifies the methods and procedures for collecting and analyzing the needed information
Standard Error
a measure of the variability in the sampling distribution based on what is theoretically believed to occur were we to take a multitude of independent samples from the same population.
Sample standard deviation:
a measure of the variation of responses on a variable - the square root of the calculated variance on a variable (s)
Coefficient of multiple determination (r squared):
a measure representing the relative proportion of the total variation in the dependent variable that can be explained or accounted for by the fitted regression equation
Reliable Measure
a measure which a respondent answers in the same or in a very similar manner to an identical or near identical question.
Operational Definition
a mental vision of how each construct will be measured.
Test-retest Reliability
a method for determining the reliability of a test by comparing a test taker's scores on the same test taken on separate occasions
Sample
a subset of the population that suitably represents that entire group
outside agency
an independent research firm contracted by the comp that actually will benefit from the research
Response rate serves as ...
an indicator of the overall quality of the data collection effort - strive for highest possible RR
Attitude
an individuals preference, inclination, views or feelings toward some "thing"
Office error:
error due to data editing, coding, or analysis errors
Non-response error:
error from failing to obtain info from some elements of the population that were selected and designated for the sample - refusals - not-at-homes
Non-coverage error:
error that arises because of failure to include qualified elements of the defined population in the sampling frame
Response error:
error that occurs when an individual provides an inaccurate response, consciously or subconsciously, to a survey item
Fieldworker error
errors committed by the individuals who administer questionnaires.
Respondent error
errors on the part of the respondent.
Sampling Error
errors that involve sample selection method and sample size
Outlier:
an observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case
global information system
an organized collection of computer hardware, software, data, and personnel designed to capture store update manipulate analyze and immediately display information about worldwide business activity.
Multiple Regression
analyzes the linear relationship between more than two variables by estimating the equation of a line, more than one independent variable and one dependent variable; Y=β0 + β1X1 + β2X2
Anytime you see what word is it a double barreled question?
and
Institutional Review Board
another name for a human subjects review committee
supply chain
another term for a channel of distribution (link between suppliers and customers)
Quota Sample
establishes a specific quota, or percentage of the total sample, for various types of individuals to be interviewed
_______ is the process researchers use to develop a goal-oriented statement or questions that specify what information is needed to solve a problem.
establishing research objectives
History effect
events that occur during the course of a study to all or individual participants that can result in bias and change the outcome
Probability Sampling
every element in the population has a known, nonzero probability of selection
Population
everyone
Response categories must be ...
exhaustive and mutually exclusive - "check all that apply option"
Split-ballot technique:
- combats response order bias - researchers use multiple versions of a survey with different wordings of items or different orders of response options
Leading question:
- a question that indicates to respondents what answers they ought to provide - accidental or intentional by researchers
Different types of marketing research
1. Marketing Situation Analysis 2. Marketing Strategy Design 3. Marketing Program Development 4. Program Implementation and Control
Internal Consistency Reliability
A measure of reliability; the degree to which a test yields similar scores across its different parts, such as on odd versus even items.
Sampling Error
any error in a survey due to the fact that a sample is used and is caused by 2 factors. 1. the sample selection method 2. the size of the sample
Secondary research
anything you do NOT collect yourself
Metric scale
composed of numbers or labels that have an underlying measurement continuum. (Interval and Ratio)
Face Validity
concern with the degree to which a measurement "looks like" it measures that which it is designed to measure.
Production Oriented
describes a firm that prioritizes efficiency and effectiveness of the production processes in making decisions
descriptive research
describes characteristics of objects people groups organizations or environments tries to paint a picture fo a give situation
Scale Development
designing questions and response formats to measure the subjective properties of an object.
data validation
determine if data collection was conducted properly without too much overt bias -fraud -screening -procedure -completeness -courtesy
Which of the following is an example of an interval scale? Female/Male Attitude toward an advertisement Social class Income Number of purchasers
Attitude toward an advertisement
Cronbach's Alpha
Internal consistency reliability method that produces a reliability coefficient for all possible combinations of a set of items within a scale
What scales are useful when calculating mean?
Interval and ratio
Which measures are continuous?
Interval and ratio
Measurement in which the assigned numbers allow the comparison of the size of differences among and between the objects
Interval measurement
Measurement in which the assigned numbers allow the comparison of the size of the differences among and between the objects
Interval measurement
The following question is an example of what kind of measurement? "What is your overall opinion about Coca-Cola? answer: extremely unfavorable to extremely favorable (1-8)
Interval measurement the physical distance between categories are equal so respodents will treat the differences between them as equal
Point
Interval on a scale
The magnitude of the differences in objects is shown when which types of scales are used? Interval or ordinal Ratio or ordinal Ordinal or nominal Interval or ratio Nominal or interval
Interval or ratio
Precision and confidence are ...
Inversely related: as one increases the other decreases, all else equal
Absolute Zero Point
Measurement designation of 0 indicates a total absence of the property being measured
What type of scale is this? Check all the candies that you will consider eating. ____m&m's ____Skittles ____Twix
Nominal
Which measures are categorical?
Nominal and ordinal
When do we use the proportion formula for sample size calculation?
Nominal and ordinal scales
Measurement in which numbers are assigned to objects solely for the purpose of identification
Nominal measurement
The following question is an example of which type of measurement: Which one fo the following media influences your purchasing decisions the most? - TV -Radio -Newspaper
Nominal measurement
What type of scale is the following? what is your gender? Male Female Nominal scale Ordinal scale Interval scale Ratio scale Constant-sum scale
Nominal scale
Pie chart work best with...?
Nominal/categorical data
What level of measurement is being used in this question? What is your gender? x Male xFemale
Nominal; if you assign numbers, they don't mean anything
Comparative Scaling Techniques
Rank, Paired Comparison & Constant Sum
Sample (n):
Selection of a subset of elements from a larger group of objects - want n to be as large as possible (closer to N) in order to eliminate errors
Respondents are asked to check with category between a set of bipolar adjectives or phrases best describes their feelings toward the object. An individual's attitude score is the total obtained by summing over the items in the scale
Semantic-differential scale
Questionnaire
Set of questions or items used to generate data that meet specific research and survey objectives
Probability Sampling Methods
Simple Random Sampling, Systematic Sampling, Cluster Sampling, Stratified Sampling
Scatter Diagram
a graphic plot of the relative position of two variables using a horizontal and vertical axis, used to visualize the relationship between two variables
Hardest items to code:
exploratory open-ended
Focus groups are 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 a researcher does NOT have much knowledge about a market or needs newer or more recent information, the more likely he or she will conduct ____.
exploratory research
_____ are the three types of research design.
exploratory, descriptive, and causal
Focus Group
group of people consisting of 4 to 8 participants led by a moderator in an in-depth discussion of one particular topic or concept
Dual-choice Categorical Question
has only 2 response options such as "yes" or "no"
Covariation
the amount of change in one variable that is consistently related to the change in another variable of interest
marketing ethics
the application of morals to behavior related to the exchange environment
data analysis
the application of reasoning to understand the ata that have been gathered
Nonresponse
includes a failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusal to answer specific questions on the questionnaire.
If Z increases, n ______________: if we want to be more confident, we need a ___________ sample size
increases; bigger
Average Person Hypothesis
individuals may prefer to be viewed as average, so they alter their responses to conform more closely to their perception of the average person
What is marketing research?
information
Validation checks
information provided by a respondent is confirmed during the interview.
content providers
parties that furnish info on the internet
Ordinal
permit the researcher to rank-order the respondents or their responses. (first, second, third choices) Description and Order
When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer, this is what type of data collections?
person-administered survey
Non-sampling Error
pertaining to all sources of error other than the sample selection method and sample size. Includes such things as problem specification mistakes, question bias and incorrect analysis.
Data collection
phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.
Which of the following is NOT a newer method of primary data that is gaining traction in the research industry
phone and mail surveys
Item omission
phrase used to identify the percentage of the sample that did not answer a particular question.
Most important stage of focus group?
planning
What type of scale is this? Indicate how many siblings you have. ____ 0 to 2 ____2 to 3 ____3 and above
ordinal
What type of scale is this? Please rank the following vegetables from best (1) and worst taste (5) ____ broccoli ____ green beans ____ spinach ____ carrots ____ asparagus
ordinal
What type of scale is this? What class are you at Longwood? ____ Freshman ____ Sophomore ____ Junior ____ Senior
ordinal
customer relationship management
part of the dss that addresses exchanges between the firm and its customers
Bias
purposely making yourself look better at the expense of someone else
Creditability
purposely twisted results/bending truth
marketing metrics
quantitative ways of monitoring and measuring marketing performance
Probed Format
questioning format that includes follow-up questions asking additional information. Used when researchers want a to obtain in-depth information beyond the first response.
Open-ended Questions
questions to which the respondents are instructed to respond in their own words.
coefficient of determination
r sqaured
What type of scale is this? Indicate how many siblings you have. ____ 0 ____ 1 ____ 2 ____3 and above
ratio
What type of scale is this? Please indicate your year of birth?_____
ratio
____ scale is 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.
ratio
Applied Marketing Research
research conducted to address a specific marketing decision for a specific firm or organization.
research assistants
research employees who provide technical assistance with questionnaire design, data analyses, and similar activities
in house research
research performed by employees of the company that will benefit from the research
custom research
research projects that are tailored specifically to a clients unique needs
debriefing
research subjects are fully informed and provided with a chance to ask any questions they may have about the experiment
Advocacy research:
research that is conducted to support a position rather than to find the truth about an issue - unethical - intentional leading questions
advocacy research
research undertaken to support a specific claim in a legal action or represent som advocacy group
Simple Random Sampling
researcher uses random numbers from a computer, random digit dialing, or some other random selection procedure that guarantees each member of the population in the sample frame has identical chance of being selected into the sample.
judgement sampling (non probability)
researcher's personal belief that the subject will best meet the requirements
Constant Sum Scales
respondents allocate a given number of points, usually 100, among several attribute or features based on their importance to the individual; this format requires a person to evaluate each separate attribute or feature relative to all the other listed ones
Ranking
respondents simply order alternatives on some characteristics
Multiple-choice Categorical Question
response format that offers respondents more than 2 responses to a question.
do-not-call legislation
restricts any telemarketing effort from calling consumers who either register with a no call list or who request not to be called
Systematic Error
results from non-sampling factors, primarily the nature of a study's design and the correctness of execution. It is not due to the chance fluctuations
Accuracy
results were wrong
"sugging" refers to the practice of _____.
selling under the guise of research
respondents are asked to check which category btwn a set of bipolar adjectives or phrases that best describes their feelings towards an object; very easy for respondents to complete; can see visual profiles of attitudes of consumers, see where we are doing well and are doing poorly
semantic-differential scale
push tech
sends data to a users comp without a request being made, software is used to guess what info might be interesting to consumers based on the pattern of previous responses
domain of observables
set of identifiable and measurable components associated with a construct
Stratified random sampling
simple random subsamples that are more or less equal on some characteristics are drawn from within each stratum of the population. Answers are likely to vary by subgroups
cookies
small data files that a content provider can save onto the comp of someone who visits its websites
If data is clustered around the mean, there will be a _________ standard deviation and very ____________ variability
smaller
When using the p-value, one must reject the H0 if the p-value is ____________ than the specified level of significance
smaller
If data is all clustered around the mean, there will be a ___________ standard deviation which indicates that there will be _________ variability
smaller, little
Editing:
the inspection and correction of the data received from each element of the sample (or census) - make certain that the raw data meet minimum quality standards
total value management
the management and monitoring the entire process by which consumers receive benefits from a company
what is the proper _________________ for a t-test?
the median??
Confidence Interval Approach
the most correct method of determining sample size, applies the concepts of accuracy (sample error), variability, and confidence interval
data warehouse
the multitiered computer store house of current and historical data
Proportional stratified sample
the number of sampling units drawn from each stratum in proportion to the population size of that stratum
The First Axiom
the only perfectly accurate sample is a census
Incidence Rate
the percentage of people on a list who qualify as members of the population
Interviewer Bias
the presence of the interviewer influences respondents answers
Non-probaility sampling
the probability of any particular member of the population being chosen is unknown
p-Value:
the probability of obtaining a given result if the fact of H0 were true in the population
data warehousing
the process allowing important day to day operational data to be stored and organized for simplified access
Data Summarization
the process of describing a data matrix by computing a small number of measures that characterize the data set. - condenses data - applies understandable conceptualizations - communicates underlying patterns - generalizes sample findings to the population
Coding:
the process of transforming raw data into symbols (usually numbers) that can be utilized for analysis
Natural Scaled-Response Format
the researcher asks the respondent to use an appropriate and readily understood measure, such as, years, times, dollars, or the like.
Synthetic Scaled-Response Format
the respondent must use a made-up continuum, such as a 7-point scale, an amount of agreement or disagreement, an intention to purchase expressed as a percentage, or some other similar response to indicate opinions or feelings
Disproportional stratified sample
the sample size for each stratum is allocated according to analytical considerations
Properties
the specific features or characteristics of an object that can be used to distinguish it from another object.
market intelligence
the subset of data and information that actually has some explanatory power enabling effective decisions to be made.
Another variation of the self-administered survey is the drop-off survey, which must be self explanatory because ________.
the surveys are left with the respondents, who fill them out without assistance
Question order bias:
the tendency for earlier questions on a questionnaire to influence respondents' answers to later questions
Extremity Bias
the tendency of some individuals to use extremes when responding to questions
deliverables
the term used often in consulting to describe research objectives to a research client
Correlation Coefficient assumptions
the two variables are measured using ratio or interval scaling, the nature of the relationship is linear, and the variables come from a bivariate normally distributed population
Description
the use of a unique descriptor, or label, to stand for each designation in the scale.
Origin
this characteristic exists if there is a true zero point for the scale.
What is the goal in terms of error:
to decrease overall error, not any one source of error
Why do we sometime convert continuous measures into categorical measures?
to ease interpretation
Purpose of in depth interviews?
to figure out attitudes
culturally cross validate
to verify that the empirical findings from one culture also exist and behave similarly in another culture
In categorical vs categorical analysis, one should use ________________ to help understand the influence of the 2
two-way cross tabulation
Systematic Sampling
using a sample frame that lists the members of the population the researcher selects a starting point and does a "skip interval"
Random Device Method
using an apparatus to randomize the selection process so that all get an equal opportunity to be selected
"All you can afford" Approach
using cost as the method to determine the sample size.
Scaled-Response Question
utilizes a continuum chosen by the researcher to measure the attributes of some construct under study. The response options are identified in the questionnaire.
Parameters
values that are computed from a complete census, which are considered to be precise and valid measures of the population
Statistics
values that are computed from information provided by a sample
Categorical Variables
variables measured on the nominal or ordinal scales, variables that represent or stand for a specific group rather then a specific number.
Continuous Variables
variables measured on the ratio or interval scale, can assume all values between any two specific values, are obtained by measuring.
Axial coding
variations within themes
Validation
verifies that the interviewer did the work.
Percentages are ...
very useful for interpreting the results of categorical analyses and should be included whenever possible
Emic validity
ways to make sure our research is believable by member checking
Statistical Significance
when a difference is large enough to be unlikely to have occurred because of a chance or sampling error
Assumed consequences:
when a question is not framed to clearly state the consequences and thus generates different responses from individuals who assume different consequences - double the amount of job offers question (other one says it requires 10 more hours of studying)
Unconscious Misrepresentation
when a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affect their response to a question
Break-off
when a respondent reaches a certain point and decides no to answer any more questions in the survey.
Attention loss
when a respondent's interest in the survey wanes.
informed consent
when an individual understands what the researcher wants him or her to do and consents to the research study
Interviewer misunderstanding
when an interviewer believes he or she knows how to administer a survey but instead does it incorrectly.
Disproportionate Stratified Sample
when researchers opt to use stratum relative variability, rather than the relative size as a factor in deciding stratum sample size. Weighted formula needs to be used.
Intentional respondent errors
when respondents willfully misrepresent themselves in surveys.
Distance
when the differences between the descriptors are known and may be expressed in units
Unintentional interviewer errors
whenever an interviewer commits an error wile believing that he or she is performing correctly.
Sampling frame
who you plan to get your sample from
Report percentages as...
whole numbers * unless your sample size is VERY large
Focus groups can stifle/hijack breakthrough ideas...whos fault?
yours
If you need to compare a sample proportion or sample mean against the standard quo, one must use a ______________
z-test
If you need to compare a sample proportion or sample mean against the standard--> use a ______ ______
z-test
List the three basic rules of measurement:
{1,2,3,4} 1. Must follow a rank order (4>3) 2. Intervals are comparable (4-3=2-1) 3. Absolute magnitudes are comparable (4 is twice as large as 2)
Null Hypothesis for ANOVA
μ1=μ2=μ3
The equation for variance is variance is ____________ squared
σ^2 = sum of 〖(X - μ) 〗^2 / n-1 variance is standard deviation squared
Sampling error:
Difference between results obtained from a sample and the results that would have been obtained had info been gathered from or about every member of the population - decreased by increasing sample size - can be estimated - usually less troublesome than other kinds of errors
Mutually Exclusive
Events that cannot occur at the same time
Simple Random Sample
Every member of the population has a known and equal chance of selection
Selective coding
Ex: black Friday shopping research about social aspect not the "deals of Black Friday
Neptune Inc., a cosmetics company, has come up with a new body wash. The marketing department of the company conducts a research to determine an appropriate price for the product. The representatives of the company are sent to various malls and are asked to sell the products at different rates. Subsequently, the sales volume is measured. This is an example of:
Experimentation
Debriefing
Explains the true purpose of a designed experiment
Internal Validity
Extent to which a particular treatment in an experiment produces the sole effect on the dependent variable
External Validity
Extent to which the findings of an experiment (or research study) can be generalized to the population as a whole or to the specific population being studied
When calculating the sample size, ________ represents the desired degree of precision
H
As you have less precision H _______ and n ___________
H decreases and N increases
H0 represents the _______________________ whereas the HA represents the _________________
H0 represents: The hypothesis that a proposed result is not true of the population , not the status quo HA represents the: the marketing action and desired conclusion
To show if there is statistical significance between variables in simple regression, you need hypothesis testing. What would be the null and alternate hypothesis?
H0: B1=0 HA: B1 DOES NOT EQUAL 0 H0 suggests there is no relation between the variables and that X does not cause a change in Y
In a 2-tailed test, if you are using a significance level of .05 (half your alpha tests statistical significance in one direction and statistical significance in other direction) What is the null and alternate hypotheses for a two-tailed test?
H0: U1=U2 HA: U1 DOES NOT EQUAL U2
What is the null and alternate hypothesis for paired sample t-test for means?
H0: Ud=0 HA: Ud does not equal 0
Null hypothesis:
H0: the hypothesis that a proposed result is not true for the population
In a one-tailed test, if you are using a significance level of .04, a one-tailed test allots all of your alpha to testing the statistical significance in one direction of interest. What is the null and alternate hypotheses for a one-tailed test?
H0; U1=X HA: U1>X answers may vary^^
Alternative hypothesis:
Ha or H1: the hypothesis that a proposed result is true for the population
Potential Problems with Semantic Diff.
Halo-effect bias, lack of extreme magnitude in pole descriptors, use of non-bi-polar descriptors to represent the poles, expressing negative descriptors in a way that positive descriptors may not be the opposite
What is the null and alternate hypothesis for chi-square test of independence?
Ho: there is no association btwn the variables Ha: there is an association
When using the critical value, when do you reject the null hypothesis?
One rejects the null hypothesis if the test statistic is larger than the critical value
Which method of data collection would be most appropriate if a respondent needs to observe a short video or moving graphic?
Online surveys
Frequency analysis:
a count of the number of cases that fall into each of the response categories
Acceptable Sample Error
represented by "e," this is the amount of sample error that the researcher will permit to be associated with the survey
Nominal
represents the most elementary level of measurement in which values are assigned to an object for identification or classification purposes
experimental variable
represents the proposed cause which the researcher controls by manipulating its value
Referral Samples
require respondents to provide names of prospective respondents.
Simple- Dichotomy question
requires respondent to choose one or two alternatives (yes or no question)
Multiple choice question
requires respondent to choose one response among multiple alternatives
Nominal Scale
"yes/No" checking boxes, very objective
Ratio Scale
- About how many times did you buy fast food last week? - Mean - Standard deviation and/or range
Differences Analysis
- Determine if differences exist; evaluate statistical significance of the difference in the means of two or more groups in a sample - Evaluate the statistical significance of difference in the means of two or more groups in a sample - t test of differences, analysis of variance
Inferential Analysis
- Determine population parameters and test hypothesis - Estimate population values and draw conclusions - Confidence interval, hypothesis test
Prediction Analysis
- Find complex relationships between the variables in the data set and make predictions about future events - Determine the dispositions of several variables' influences on a key variable - Multiple regression
Ratio Scale
- Highest order scale - Has an absolute 0 point, in which 0 indicates a total absence of the property being measured - Usually phrased as a fill-in-the-blank question
Structured response disadvantages
- Lack of range in the response alternatives - Tendency of respondents to choose more prestigious or socially acceptable alternatives
Interval Scale
- On a scale of 1-5 how does Blah rate on variety of blah? - Mean - Standard deviation and/or range
Ordinal Scale
- Rank these brands from your 1st to 5th choice. - Median - Cumulative percentage distribution
4 Functions of Data Analysis
- Summarization - Conceptualization - Communication - Generalization
Descriptive Analysis
- Summarize basic findings for the sample. - Describe the typical respondent, describe how similar respondents are to the typical respondent - Concepts: mean, median, mode, frequency, range, standard deviation,
Measures of Central Tendency
- The basic data summarization goal involved to report a single piece of information that describes the most typical response to a question - any statistical measure used that somehow reflects a typical or frequent response - 3 measures are mode, median, and mean
Nominal Scale
- What is your gender? - Mode - Frequency and/or percentage distribution
Mode
- a descriptive analysis measure defined as that value in a string of numbers that occurs most often - "bimodal" when two numbers tie for most common - "trimodal" for three-way tie
Frequency Distribution
- a tabulation of the number of times that each different value appears in a particular set of values (raw counts)
Blunder:
- an error that arises during editing, coding, or data entry - blunders are usually due to researcher carelessness
Hypothesis
- an offering of an expectation about the population parameter (either the mean or the percentage) based on prior knowledge, assumptions, or intuition.
Multivariate and categorical:
- cross tabulation - Pearson chi-square test of independence - Independent samples t-test for means
Communication
- describes underlying patterns or relationships
Univariate and Continuous:
- descriptive statistics - confidence interval for MEAN - one-sample t-test
Parameter Estimation
- estimate the population value (parameter) through the use of confidence intervals - Uses 3 values: sample statistic (mean or percentage), standard error of the statistic and desired level of confidence - Example: the percentage of PC users who listen to music online is 30% +/- 10%, or from 20% to 40%
Univariate and Categorical:
- frequency analysis - confidence interval for PROPORTION - chi-square goodness-of-ft test
Three pieces of info needed to determine necessary sample size: Need to know these 3
- how homogeneous the population - ho much precision is needed in the estimate - how confident we need to be that the true value falls within the precision range estimated
Generalization
- indicates how sample findings relate to the population
Standard Deviation
- indicates the degree of variation or diversity in the values in such a way as to be translatable into a normal, or bell-shaped curve, distribution. - 68% = +/- 1 standard deviation - 90% = +/- 1.64 standard deviations - 95% = +/- 1.96 standard deviations - 99% = +/- 2.58 standard deviations
Respondent misunderstanding
- is defined as situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions.
Measures of Variability
- measures concerned with depicting the "typical" difference between the values in a set of values. - the diversity of the responses - frequency distribution, range, and standard deviation
Multivariate and continuous:
- paired sample t-test for means - correlation coefficient - regression analysis
Simple random sampling
- purest form - every element of the population has a known and equal probability of being selected
Why might response errors occur?
- respondent doesn't understand the question - respondent doesn't know the answer - respondent doesn't want to respond truthfully - the wording of the question or situation may be biased
How to improve response rates: consideration
- respondents interest in the topic - survey length - guarantee of confidentiality or anonymity - interviewer characteristics and training - personalization - response incentives - follow-up surveys
How to identify blunders:
- run frequency analysis on all variables - check a sample of questionnaires against the data file - double-entry of data
Mean
- the average value characterizing a set of numbers
Confidence Intervals
- the degree of accuracy desired by the researcher and stipulated as a level of confidence in the form of a range with a lower boundary and an upper boundary. - most common is 95%
Median
- the value whose occurrence lies in the middle of the ordered set of values - even number samples take the average of the middle two
Double-barreled questions:
- two questions in one - Ex: how satisfied were you with the quality AND service of the restaurant?
Uses of frequency analysis:
- univariate categorical analysis - identify blunders and cases with excessive item nonresponse - identify outliers - identify the median
Summarization
- use of measures and statistical values to describe the data matrix
Conceptualization
- use of words or graphics that managers can relate to
Percentage Distribution
- when the frequency distribution of each value is divided by the total number of observations for all of the values
Ambiguous questions:
- words that mean different things to different people - Ex: often, sometimes, occasionally, etc. - instead allow respondents to provide an actual answer
Iceberg Principle
-10% rise out of ocean, 90% lie below the surface - ideas may look good on paper but do not always work out
Survey Advantages
-Accommodates large sample sizes -Generalizable to target population -Easy and quick to administer and record answers - Facilitates advanced statistical analysis
Unconscious Misrepresentation bias
-Acquiescence bias -Extremity bias -Interviewer bias -Social desirability bias
Types of Non-Probability sampling
-Convenience - Judgement sampling - Quota Sampling - Snowball Sampling
Coding open-ended items:
-Factual open-ended items are highly structured and easy to code -Exploratory open-ended items are less structured and allow for multiple responses making it more difficult to code
Longitudinal
-Involves panel, which is a fixed sample of elements (stores, dealers, individuals) - The sample reminds relatively constant through time, although members may be added to replace dropouts or keep it representative - The sample members in panel are measured repeatedly
Open ended question advantages
-Most beneficial in exploratory research, especially when the range of responses is unknown - May reveal unanticipated reactions toward the product -Are good first questions because they allow respondents to warm up to the questioning process
Survey Disadvantages
-Questions that accurately measure variables can be difficult to develop -In-depth data difficult to obtain -Low response rates
Accuracy
-Reliable and valid: use simple understandable, unbiased, unambiguous and nonirritant words -facilitate recall and motivate respondents to cooperate -Proper question working and sequencing to avoid confusion and biased answers
Cross-sectional Survey Disadvantages
-Superficial analysis of the phenomenon -High cost-- time and money - Technical sophistication
Structured response advantages
-Takes less time to answer - Are easier for respondent to answer - Provides comparability of answers
68% of data will lie within +/- ____ σ of the mean, 95% of data will lie within +/- _____ σ's of the mean, and 99.7% of data will lie within +/- ______ σ's of the mean
1,2,3
What are some advantages to obtaining primary data through observation? (list two)
1. Accuracy- not limited to people's willingness or ability to provide accurate info 2. objectivity- no social process is involved
5 Steps in Hypothesis Testing
1. Begin with a statement about what you believe exists in the population, that is, the population mean or percentage 2. Draw a random sample and determine the sample statistic 3. Compare the statistic to the hypothesized parameter 4. decide whether or not the sample supports the hypothesis 5. If the the sample does not support the hypothesis, revise the hypothesis to be consistent with the sample's statistic.
In the fifth step of questionnaire design, one must make sure that the respondent can and do the following things (six main parts to answer this question)
1. Clearly and easily understand through the use of simple words, 2. the avoidance of ambiguous words and questions ex: in a typical month, how often do you go to a movie theatre to see a movie: - never -occasionally -sometimes -often CORRECT: - LESS THAN ONCE - 1 OR 2 TIMES -3 OR 4 TIMES -MORE THAN 4 TIMES 3. and one should avoid leading questions ("is Colgate your favorite toothpaste? INSTEAD: what is your favorite brand of toothpaste" 4. Avoid implicit alternatives wrong--> do you like to fly when traveling short distance? correct--> do you like to fly when traveling short distances or would you rather drive? 5. avoid assumed consequences: Should make the result explicit or give all the possible results and have respondent make a trade off 6. Avoid generalizations and estimates ex: what is annual per capita expenditure on your household groceries? (WRONG) Correct: what is the weekly expenditure on groceries in your household?
Primary data is collected for the purpose at hand. What are two ways to obtain primary data?
1. Communication (questioning respondents, can be oral or written) 2. Observation (involves recording relevant facts, actions, or behaviors)
List the four types of non-probability sampling
1. Convenience- attempts to obtain a sample of convenient elements; people on the street interviews 2. Judgmental- population elements are selected based on the judgement of the researcher (interviewing officers of student organizations instead of a convenience sample of students. 3. Snowball- initial group of respondents is selected, after being interviewed they are asked to identify others who belong to the target population (members of a scattered minority population) 4. Quota- developing quotas so that proportion of sample elements possessing control characteristics is the same as the proportion of populatione lements and then select sample elements based on judgement or convenience
Procedure for Drawing a Sample:
1. Define the target population 2. Identify the sampling frame 3. Select a sampling procedure 4. Determine the sample size 5. Select the sample elements 6. Collect the data from the designated elements
What is the six step procedure for drawing a sample?
1. Define the target population 2. Identify the sampling frame 3. Select a sampling technique 4. Determine the sample size 5. Select the sample elements 6. Collect the Data from the designated elements
5 steps for computing Confidence Interval
1. Determine the sample statistic 2. Identify the sample size 3. Determine the variability in the sample for the statistic 4. Decide on a level of Confidence 5. Perform the computations to determine the upper and lower boundaries of the confidence interval range.
What are the six steps in the typical hypothesis testing procedure?
1. Formulating the hypothesis 2. Selecting an appropriate test 3. Specifying the level of significance 4. computing the value of the test statistic 5. determining the p-value or determining the critical value 6. comparing the p-value and making the decision OR comparing the test statistic with the critical value and making the decision
5 processes of validation
1. Fraud 2. Screening 3. Procedure 4. Completeness 5. Courtesy
There are multiple ways to display information in univariate analysis. List three main ways.
1. Frequency analysis- shows the number of responses that fall into a response category when the categories are based on one variable 2. Histogram: form of bar chart on which the values of the variable are placed along the x-axis and the absolute frequency (the raw data) or relative frequency (the percentages) of the occurence on the y-axis 3. Cumulative distribution function: each point shows the cumulative amount that has < = X variable (can easily find the descriptive measures)
There are three types of self-report attitude scales. List them
1. Graphic vs. itemized format 2. Balanced vs. unbalance response choices 3. Single-item vs. multiple-item scales
Secondary data is usually collected for another purpose. It can be used to (list four examples)
1. Help problem formulation in the exploratory stage 2. Solve the problem completely by using results from previous research as an aid to reach target market 3. suggest what kind of further data should be collected 4. To provide comparative data
13. All of the following are non-probability sampling procedures EXCEPT a. simple random. b. convenience. c. judgment. d. snowball. e. quota.
A
When completing the seventh step of the questionnaire design (determining the physical characteristics of the questionnaire) one must do the following four things:
1. Questionnaire reflecting the importance of the study (INTRODUCTION) 2. smaller questionnaires 3. uncluttered questionnaires 4. numbering the questions
List the four types of probability sampling.
1. Simple random- every element of the population has a known and equal probability of selection 2. Systematic- select a random starting point in the sampling frame; pick every kth element in succession. k=population size/sample size 3. Stratified- the population is divided into mutually exclusive and exhaustive subsets (strata) based on stratification 4. Cluster- the population is divided in mutually exclusive and exhaustive subsets (clusters)-- simple random sample of clusters is selcted; for each selected subset, either all elements are included in sample or sample of elements is drawn probabilistically
10 steps of procedure for developing a questionnaire:
1. Specify what information will be sought 2. Determine the method of administration 3. determine the content of individual questions 4. Determine form of response to each question 5. Determine wording of each question 6. Prepare dummy tables 7. Determine question sequence 8. Determine the appearance of questionnaire 9. Develop recruiting message or script 10. Reexamine steps 1-9
Identify the 8 steps of questionnaire design
1. Specify what information will be sought 2. Determine the method of administration 3. Determine the content of individual questions 4. Determine form of response to each questions 5. Determine wording of each question 6. determine question sequence 7. determine physical characteristics of questionnaire 8. pretest questionnaire and revise if necessary
What are the two key considerations in data analysis?
1. is the variable to be analyzed by itself (univariate analysis) or in relationship to other variables (multivariate analysis) 2. what level of measurement was used (nominal, ordinal, interval, ratio)
In the fourth step of questionnaire design (determine the form of response to each question) there are two types of questions:
1. Unstructured questions- allows the respondent to express general views whcih can help in interpreting other responses 2. Close-ended structured questions- easier to code but harder to properly design (there has to be an exhaustive list)
Creating a sampling plan
1. define target population 2. select data collection method 3. identify the sampling frame needed 4. select the appropriate sampling method 5. determine necesssary sample sizes and overall contact rates 6. create an operating plan for selecting sampling units 7. execute the sampling plan
5 Types of Statistical Analysis
1. descriptive analysis 2. inferential analysis 3. differences analysis 4. associative analysis 5. prediction analysis
In step 1 of the sampling process (defining the target population) the target population should be defined in terms of (list four things)
1. elements-object you want to make inferences about 2. sampling units- elements or units that contain elements (what you sample) 3. extent-geographical boundary 4. time-time period of study
Once a problem has been carefully defined, research projects should begin with: A careful search for a marketing research agency. A comprehensive primary data collection effort. A careful search for existing secondary data. All of the above are correct. None of the above are correct.
A careful search for existing secondary data.
Instrumentation Effect
A change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable.
Parameter:
A characteristic or measure of a population
Statistic:
A characteristic or measure of a sample - collect statistics from sample data in order to estimate population parameters
Convenience Sample
A form of non-probability sample using respondents who are convenient or readily accessible to the researcher—for example, employees, friends, or relatives
Sample
A group of individuals chosen to survey
T-test
A group of statistics used to determine if a significance difference exists between the means of two sets of data.
Convenience sample:
A nonprobability sample in which population elements are included in the sample bc they are readily available - "accidental" sampling (samples are in the right place at the right time) - easy to conduct, but no way of knowing if the sample is representative of the population
Judgement Sample
A nonprobability sample in which the sample elements are handpicked because they are expected to serve the research purpose
Judgement sample:
A nonprobability sample in which the sample elements are handpicked because they are expected to serve the research purpose - Example: snowball sample
Double-barreled question
A question that actually contains two separate parts but asks the respondent to respond with one answer
Leading/Loaded Question
A question that is worded in a way that it shows bias towards a certain side/answer
The Seventh Axiom
A random sample size can be a very tiny percentage of the population size and still be very accurate (have little sample error)
The Second Axiom
A random sample will always have some inaccuracy which is refereed to as sample error
Probability sample:
A sample in which each target population element has a known, nonzero chance of being included in the sample Types: - simple random - systematic - stratified - cluster (including area)
Nonprobability sample:
A sample that relies on personal judgement in the element selection process - sampling error cannot be calculated - Examples: convenience, judgement, quota
Systematic Random Sample
A sample where the items or people are selected according to a specific time or item interval
Semantic Differential Scale
A self report technique for attitude measurement in which the subjects are asked to check which cell between a set of bipolar adjectives or phrases best describes their feelings toward the object
Law of Transitivity
A valid pattern of reasoning to reach a conclusion:I f you have two true if-then statements,P --> Q and Q --> R, then you may conclude a third if-then statement is true, P --> R
14. Which of the following is FALSE? a. In stratified sampling, elements within a stratum should be as homogeneous as possible. b. In simple random sampling, every element of the population has a known but unequal probability of being selected for the sample. c. Stratified samples involve partitioning the parent population into mutually exclusive and exhaustive subsets and selecting a simple random sample of elements from each subset. d. In cluster sampling, elements within a cluster should be as heterogeneous as possible. e. A cluster sample is drawn by dividing the parent population into mutually exclusive and exhaustive subsets and by then taking a simple random sample of these subsets.
B
4. Which of the following is an accurate statement with regard to personal interviews? a. In general, they tend to be the least expensive per completed contact. b. The interviewer can administer complex questionnaires, explain and clarify difficult questions. c. Response rates are lower for personal interviews than any other method of data collection. d. There is no interviewer bias. e. They are less costly than telephone interviews.
B
9. Which of the following statements is INCORRECT with respect to the nominal measurement? a. Counting is a permissible operation. b. The nominal measurement implies relative standing on measured attributes. c. The only property conveyed by the number is identity. d. When members of a sample have been classified using nominal measurement, it is possible to say what percentage of the sample is classified a certain way. e. Nominal measurement is associated with the concept of categorization.
B There are four levels of measurement: i. the lowest is nominal: the numbers are used for response categories ii. next is ordinal: numbers are not only identified as responses, but they imply an ordering iii. next level is interval: numbers not only imply a rank ordering but also differences between numbers give meanings iv. next level is ratio: numbers imply rank ordering, differences have a meaningful intrepretation
In the _________ self-reported attitude scale, there are the same number of positive and negative responses. Indicate your overall opinion about eBay by checking one of the following categories. _____ _____ _____ _____ _____ Very bad bad Neither Good Very good bad or good Which of the following best describes your overall opinion of eBay? _____ _____ _____ _____ _____ _____ Terrible Poor Fair Good Very good Excellent
Balanced response choice
Which of the following refers to numerous types and huge amounts of data to which companies now have access to in real time?
Big data
16. If the desired precision to estimate a mean is increased by a factor of four (for example, from 40 to 10) the sample size is increased by a factor of __, all else equal. Hint: n= (z^2s^2)/(H^2) a. 30.0 b. 4.0 c. 16.0 d. 2.0 e. 32.0
C
Who conducted the first continuous and organized market research effort and is acknowledged as the "Father of Marketing Research"?
Charles Coolidge Parlin
Used to test the statistical significance of the observed association in a cross-tabulation. H0: There is no association between the variables (Variables are independent). Ha: There is an association between the variables.
Chi-square test of independence
________________ is used to test the statistical significance of the observed association in a cross-tabulation.
Chi-square test statistic
The most critical part of data analysis is _________________________
Choosing the right method of collection
Dichotomous Question
Closed-ended question with two options
The population is divided into mutually exclusive and exhaustive subsets (groups) A simple random sample of groups is selected. For each selected subset, either all elements are included in the sample, or a sample of elements is drawn probabilistically. Elements within subsets should be heterogeneous.
Cluster sampling
Very expensive and difficult to do?
Cluster sampling
One-stage Cluster Sampling
Clusters are randomly selected and all the elements in the selected clusters constitute the sample
4 Non-Probability sampling methods
Convenience Samples, Purposive Samples, Referral Samples, Quota Samples
The management of a popular tourist resort on the West Coast had noticed a decline in the number of tourists and length of stay over the past three years. It decided to conduct a study to determine people's attitudes toward the particular activities that were available at the resort and adopted the following plan: a request was deposited in each room of one of the hotels in the resort, indicating the nature of the study and encouraging customers to participate. the customers were requested to report to a separate desk located in the lobby in the hotel. Personal interviews are conducted at this desk. What sampling technique was used?
Convenience sampling; people are voluntarily reporting (it is used because people are there)
State what type of sampling this is (and whether its non-probability sampling or probability sampling) Attempts to obtain a sample of convenient elements; ex: people on the street interviews
Convenient Sampling Non-probability sampling
23. A researcher had calculated the sample chi square test statistic to be equal to X^2 = 7.71. For an alpha level of .10 and 4 degrees of freedom, the critical value of the chi square statistic is 7.78. The appropriate conclusion is that a. The sample result is likely to be attributed to chance alone. b. The null hypothesis should not be rejected. c. The null hypothesis should be rejected. d. Both a and b e. The alternative hypothesis is true.
D. Reject the null hypothesis if your p-value is less than your level of significance or your test statistic is greater than the critical value.
Which types of measurement are used to group respondents or objects into groups or categories and are thus referred to as categorical measures? a.nominal and interval b.ordinal and ratio c.ratio and interval d.nominal and ordinal e.ordinal and interval
D. nominal and ordinal
8. "Do you think that the present policy of cutting taxes and reducing government spending should be continued? __Yes __No" This question a. is a branching question. b. uses the funnel approach. c. contains an implicit assumption. d. is double barreled. e. is leading.
D. this question contains more than one question and gives the respondent one answer.
The ________ is the most important measure in descriptive statistics because it uses all the information in each category and the number of responses. The only caeat is that it _____________________________
Does not make sense to use if the number of responses is very small or if there are outliers
22. A bar chart where the values of a variable are placed along the X axis and the absolute or relative frequency along the Y axis is called a _______ and can be developed from the _______. a. Bar graph; cumulative data b. Frequency polygon; one way tabulation c. Cumulative distribution graph; cumulative data d. Histogram; uncoded data e. Histogram; one way tabulation
E
5.Which of the following is TRUE? a. Designing a questionnaire is often an iterative process, with steps or sequences of steps often being repeated. b. The first step in the procedure for developing a questionnaire is specifying what information will be sought. c. The last step in the procedure for developing a questionnaire is pretesting and revising if necessary. d. a and b. e. a, b, and c.
E
6. Which of the following is TRUE? a. Smaller questionnaires that do not appear crowded are better at securing cooperation than larger ones. b. Numbering the questions makes it easier to code and tabulate the responses. c. The first pretest should uncover any problems with question wording or question sequence. d. The second pretest should reveal any problems unique to the planned mode of administration. e. They are all true.
E
Probability Sample
Each member of the target population has a known and nonzero chance of being selected: Survey to all employees
Ordinal Scale
Equal intervals between categories cannot be assumed
Link Analysis
Establishing connections between various people to get a sense of their broader social networks
Marketing research guarantees success??
FALSE
Because of new methods of market research, modern marketing thought holds that firms should not collaborate and learn from consumers
False
Decision support systems eliminate the need for marketing research
False
If we know very little about a problem, then the obvious choice is descriptive research.
False
The AMA's definition of marketing research outlines a twelve-step approach to marketing research
False
In ordinal measurement, intervals between numbers and ratios of numbers reveal a lot about the nature of responses. True or false?
False because we do not actually know the actual amounts
One should view the p-value as representing the probability that H0 is true. True or false?
False. a p-value shows the probability of getting a sample result of the observed magnitude if the H0 is true.
A confidence interval is an example of multivariate analysis. True or false?
False; confidence intervals are a type of univariate analysis
A _______ question is used to see if the person responding is the target
Filter
This formula is used for ____________: p +/- z (√(p (1-p)/n))
For calculating confidence intervals for proportions
Multiple-response Question
Form of multiple choice question in which respondents are instructed to check all response options that apply
Which the following questionnaire design techniques is most appropriate to address potential bias that is due to order?
Funnel technique
In a ___________ self-reported attitude scale, this scale represents respondents as a continuum in the form of a line. It allows for small difference in attitude to be observed. However, it is hard to code and people may not be mentally able to represent where their attitude falls. To code, one needs to measure the physical distance from start to response for each respondent
Graphic Format
Which type of self-reported attitude scale is this question: "Indicate your overall opinion about ebay by placing an "X" at an appropriate position on the line below Very bad -------- Very Good Indicate your overall opinion about eBay by checking one of the following categories very bad (0) bad (0) neither bad nor good (0) good (0) very good (0)
Graphic vs. itemized format
Correlation ...
IS NOT causation
Data Coding
Identification of codes that pertain to the possible responses for each question on the questionnaire
The Sixth Axiom
In almost all cases, the accuracy (sample error) of a random sample is independent of the size of the population
Control Group
In an experiment, the group that is not exposed to the treatment
(s / √n) What formula does this stand for
In the confidence interval, (s / √n) is margin of sampling error for the mean
Data Processing Error
Incorrect data entry, incorrect computer programing, or other procedural errors during data analysis
When you want to compare means of 2 groups from different samples, what kind of test should you use?
Independent sample t-test for means Ho: μ_1 = μ_2; Ha: μ_1 does not equal μ_2
"Are the mean store sales for plastic and metal containers different?" H0: U1=U2 HA: u1 does not equal U2 In order to solve this problem, what kind of statistical analysis would one use?
Independent samples t-test for means
Cluster Sample
Involves dividing the population into mutually exclusive and categorically exhaustive groups, or clusters, each of which is assumed to be representative of the population as a whole
Split-questionnaire Design
Involves splitting a questionnaire into one core component that all respondents answer and multiple subcomponents with respondents answering only one subcomponent
Sample Frame
List of people or objects from which the sample will be drawn
I feel capable of handling myself in most social situations? Agree or Disagree. The above is an example of which type of question
Leading or loaded
Non comparative Scaling Techniques
Likert, Semantic Differential, Stapel, Graphic & Performance Rating
Most important skill of a qualitative researcher??
Listening
Data Analysis Findings
Longest portion of the research report
Nominal Scale
Lowest scale form; analysis is limited to frequency counts and percentages
_____ is a disadvantage of the mail-intercept survey
Mail shoppers may not be representative of the target population
____ are NOT a type (or option) of a person-administered/computer-assisted survey
Mail surveys
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
Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research?
Market monitoring
Which of the following is defined as a set of procedures and sources by managers to obtain everyday information about pertinent in the environment?
Marketing intelligence system
Predictive Validity
Measure of validity that assesses how well a measurement can predict future actions or behavior
The assignment of numbers to the attributes of objects based on a set of rules
Measurement
Observation
Measurement of a variable or group of participants during an experiment
Paired-Comparison Scales
Measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria
Construct Validity
Method of evaluating validity by assessing how well the measurement captures the concept under consideration and how well it logically connects to underlying theories
Equivalent Form Reliability
Method to evaluate reliability in which a second measurement instrument is developed that is equivalent to the first and then administered to the same subjects
Split-half Technique
Method to evaluate reliability through randomly splitting items designed to measure a construct into two groups and then measuring the correlation between the two groups
A frequency polygon can be obtained by connecting ________ of the bars with straight lines
Midpoints
Ordinal measurement can use what methods of central tendency?
Mode and median
In this type of analysis the variable is analyzed in relation to other variables. Ex: proportion of males to females that like to workout at Dogpound
Multivariate analysis
One Shot Pre-experimental Design
No pretest or control group
Post-test only control group design
No pretest, but randomizes subject assignment to treatments -- randomizing eliminates impact of other extraneous factors
One Shot Static Group Design
No way to know if experimental and control groups were equal prior to experiment and whether effect occurred as a result of treatment
A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male or female. The scale used by the professor is an example of the _____ scale
Nominal
Population elements do not have a known objective probability of being selected for the sample (step 3 of sampling process: select a sampling technique)
Non-probability sampling
A function that represents the distribution of variables as a symmetrical bell-shaped graph.
Normal distribution
Elimination of Extraneous Factors
Normal grocery shopping behavior should be deducted from X
Face Validity
Opinion of the researcher that an instrument measures what it is intended to measure
In political elections for candidates who are not well known by many voters, such as judges, it frequently happens that the candidate who is listed first on the ballot receives the most votes. This is an example of?
Order Bias
What type of scale is this? On average how long do you spend on homework each week? ____1 to 2 hours ____Under 30 minutes ____30 minutes to 1 hour ____Over 2 hours
Ordinal
Measurement in which numbers are assigned to data on the basis of a rank order
Ordinal measurement
Measurement in which numbers are assigned to data on the basis of rank order
Ordinal measurement
What level of measurement is being used in this question? What is your age? x 16-25 x26-35 x36-50 x51 or older
Ordinal measurement The differences between these don't mean anything; difference between option 3 & 4 can be 1 year apart or 6 years
The following question is an example of what type of measurement: how long do you spend reading newspaper on a typical weekday? - <5 min -5-15 min -16-30 min ->30 min
Ordinal measurement because while the numbers imply rank ordering, the intervals between the numbers and ratios of numbers don't reveal anything about the nature of responses
26. What level of measurement is used in the following question, and is the analysis appropriate for the level of measurement used? "How much time do you spend traveling to school everyday? ___under 5 minutes ___5-10 minutes ___11-15 minutes ___16-20 minutes ___21 minutes and over" "Analysis: Average time spent traveling to school is 9 minutes."
Ordinal measurements; look at the average of responses since we did not know the specific time frame, just the average range--> you can only look at the median or mode for ordnal measurements
Ordinal Scale
Ordinal scales are used for the purpose of identification but also are arranged in some type of order
What level of measurement is being used in this question? Which are your three most preferred brands of cigarettes? Rank them from 1 to 3 according to your preferences ___ Marlboro ___ Salem ___ Camel ____ Newport ___ Merit
Ordinal; because the numbers imply rank ordering, showing preference however you don't know if it's a close 2nd or a long distant second
When comparing the mean of store sales of bags in bright colored or earth colored, one should use what kind of test? "are the mean store sales for bright colored bags and earth colored bags different?'
Paired sample t-test for means Use when mean scores come from 1 sample with 2 sets of observations
The Fourth Axiom
Probability sample accuracy (error) can be calculated with a simple formula and expressed as a number or percentage
Every population element has a known objective probability of being selected for the sample (step 3 of sampling process: select a sampling technique)
Probability sampling
Measurement
Process of assigning numbers or labels to phenomena or characteristics
In continuous and continuous (multivariate) analysis, one can use what type of analysis:
Product Moment Correlation and Simple Regression (line of best fit)
measures the strength of association between two continuous variables;
Product moment correlation
What are the pros and cons to personal interviews?
Pros: - response rate is high -can collect detailed responses -opportunity for clarification Cons: -interviewer bias -slow -costly
What are the pros and cons for mail questionnaires?
Pros: -assures the anonymity of the respondent -not subject to interviewer bias -low cost Cons: -no opportunity for clarification -relatively slow -response rate is low
What are the pros and cons for internet-based questionnaires?
Pros: -fast -inexpensive -not subject to interviewer bias Cons: - no opportunity for clarification -low response rate -potentially "non"- representative samples
What are the pros and cons to telephone interviews?
Pros: -reasonable response rate -relatively fast -opportunity for clarification Cons: -not suited for detailed surveys -hard to reach a representative sample -interviewer bias -relatively expensive
Skip Question
Question in which the answer affects what will be asked next; avoid if possible
Closed-ended Questions
Question that gives respondents a finite number of responses from which to choose
Double-barrelled Question
Question that involves asking respondents two questions in one
Multiple-choice Question
Question with multiple (three or more) answers from which to choose
State what type of sampling this is (and whether its non-probability sampling or probability sampling) First, develop quotas so that the proportion of sample elements possessing control characteristics is the same as the proportion of population elements with these characteristics
Quota sampling non-probability sampling
Scales of measurement
Ratio Interval Ordinal Nominal
The following question is what type of measurement: What is the amount you spent in Giant Eagle last week?
Ratio measurement
This type of measurement has a natural or absolute 0. The numbers imply rank ordering, intervals are comparable, absolute magnitudes are comparable.
Ratio measurement
What level of measurement is being used in this question? What is your age? ____
Ratio measurement; with respect to data you can do a lot more than if you gave age ranges; However, people may not be honest about answering
27. What level of measurement is used in the following question, and is the analysis appropriate for the level of measurement used? "What is your age?___" "Analysis: Average age in the sample is 36.4."
Ratio scale, ratio measurement is used because you can calculate averages
Convergent Validity
Refers to the degree to which two measures of constructs that theoretically should be related, are in fact related
Basic Marketing Research
Research conducted without a specific decision in mind that usually does not address the needs of a specific organization.
Survey Research Method
Research procedures for collecting large amounts of data using question-and-answer format
To help with sensitive topics in surveys, the surveyor should give ________ __________; this is especially good for when asking about income
Response categories
this bias occurs when an alternative is chosen because it has a certain spot on the list to combat this, design different versions with alternatives occurring in different orders
Response order bias
Anonimity
Responses given by a particular respondent can never be identified or tied to that particular person
In the first step of questionnaire design (specifying what information will be sought) one must
Review the hypotheses
Sequential Sample
Sample is selected in stages or sequences stopping when sample size is sufficient for research purpose
This formula is used to calculate ________________: n =( z^2 σ^2) / H^2
Sample size for a population mean
Fixed Sample
Sample size is determined prior to conducting the research
Snowball Sample
Samples in which informants provide contact information about other people who share some of the characteristics necessary for a study
When we report confidence interval, we are reporting uncertainty caused by which common error in marketing research? For example, suppose that you read a poll report that says Clinton has %46 of the votes ±3%. ±3% is the uncertainty caused by which type of error? Non-response bias Selection bias Measurement error Sampling error All OF THE ABOVE
Sampling error
Probability Sample
Sampling error can be computed
Non-probability Sample
Sampling error cannot be computed
The list of population elements from which the sample will be drawn (Step 2 of sampling process: identify the sampling frame)
Sampling frame
Variation between the population defined by the researcher and the population as implied by the sampling frame (Step 2 of sampling process: identify the sampling frame)
Sampling frame error
State what type of sampling this is (and whether its non-probability sampling or probability sampling) Every element of the population has a known and equal probability of a selection To draw a sample in this type: - a sampling frame is compiled -random numbers are generated to determine which elements to include in the sample
Simple random sampling
This type of sampling is: - easily understood -objective process -requires a serial numbered list of all the population elements - samples spread over large areas -low precision
Simple random sampling
Procedure for deriving relationship in the form of an equation between two continuous relationships helpful for predicting the values of the dependent value of the independent variable
Simple regression
In this ________ self-reported attitude scale, it measures attitude with one question.
Single item scale
State what type of sampling this is (and whether its non-probability sampling or probability sampling) An initial group of respondents is selected. After being selected, they are asked to identify others who belong to the target population ex: members of a scattered minority population
Snowball sampling non-probability sampling
To study the demographic profile of marketing research interviewers a sample was generated. Interviewers were initially contacted by placing classified advertisements in the newspapers of seven major metropolitan areas. these notices asked experienced interviewers willing to answer 25 questions about their job to write to the author. Each responding interviewer was asked for the names and addresses of other interviewers. What sampling technique was used?
Snowball sampling (non-probabalistic)
Behavioral intention scale
Special typ elf rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in the future time frame
State what type of sampling this is (and whether its non-probability sampling or probability sampling) The population is divided into mutually exclusive and exhaustive subsets (strata) based on stratification variables, a simple random sample of elements is chosen independently from each stratum. Stratification variables should be closely related to the characteristic of interest (ex: estimating the average income level of pitt grads two strata: <40 years and >= 40 years)
Stratified sampling
Leading Question
Survey question that leads the respondent to the desired answer
State what type of sampling this is (and whether its non-probability sampling or probability sampling) Select a random starting point in the sampling frame, pick every kth element in succession (population size/sample size), easy to implement, can result in more representative samples
Systematic sampling
If you are testing the linear relationship between two continuous variables, one must use what kind of test?
T-test t= b1/SEb1 (se is the standard error of the sample statistic)
Tendency to remember an event having occurred more recently than it did (this gets worse as the time periods get shorter)--> misreport 1 day over 3 days vs 1 week over 3 weeks
Telescoping error
The ________ ________ shows how far the sample statistic is from the hypothesized value
Test statistic
The variety dimension of Big Data refers to: The amount of data being collected. The pace of data flow, both in and out of a firm, and the speed with which the collected data become available for managers. The different storage device capacities available for storing Big Data. The diversity of types or forms of data. The variety of businesses that utilize Big Data.
The diversity of types or forms of data.
The velocity dimension of Big Data refers to: The amount of data being collected. The pace of data flow, both in and out of a firm, and the speed with which the collected data become available for managers. The consistency of the data collection process. The diversity of types or forms of data. The speed at which data is transmitted through the company network.
The pace of data flow, both in and out of a firm, and the speed with which the collected data become available for managers.
Treatment Group
The participants in an experiment who are exposed to the level of the independent variable that involves a medication, therapy, or intervention
Which of the following correctly defines marketing research?
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
Sampling
The process of selection of a small number of elements from a larger defined target group of elements such that the information gathered from the small group will allow judgements to be made about the larger group
Confidence Interval
The range of values within which a population parameter is estimated to lie
A manager is interested in studying if there is a relationship between the gender of the order-taker and the amount of food ordered. The researcher conducts his experiment in a fast food store for two consecutive days, Monday and Tuesday, between 1.00 p.m. and 4.00 p.m. He calculates the number of orders placed on Monday when the order-taker is a female and the number of orders placed on Tuesday when the order-taker is a male. In this situation, the dependent variable is:
The total dollar amount of orders taken on each day
A researcher uses probabilistic sampling, and reports that based on her results the average level of satisfaction in the scale of 0 to 10 is 6.7±0.3 with 95% confidence. Assuming that she has done the calculation and reporting correctly, which statement is correct. The sample average satisfaction can be different from 6.7 The sample average satisfaction can be any number between 0 and 10 The population average satisfaction is definitely between 6.4 and 7.0. There is a 5% chance that the population average satisfaction is not between 6.4 and 7.0. With 95% confidence, we can reject the null hypothesis that the population average is 6.7
There is a 5% chance that the population average satisfaction is not between 6.4 and 7.0.
Which of the following is true about quantitative survey research designs?
They facilitate advanced statistical analysis
What is a chief characteristic of full-service supplier firms?
They have the ability to conduct the entire marketing research project
According to the AMA, what is the function of marketing research?
To link the consumer to marketer with information used in marketing decisions
Specify the level of significance (alpha): the acceptable probability of rejecting the H0 when it is actually true for the population. The alpha (significance level) is usually considered to be the ________ ___________ _______ ________
Tolerable level of risk
Failing to reject the Ho does not mean you accept it (never have perfect info) this just shows that there is no evidence for the HA . True or false?
True
For the most part, marketing research firms are conducting applied research to solve a specific problem facing a company.
True
Marketing research provides managers with new information to help them make decisions
True
There are three primary sources of external data: (1) published sources, (2) official data, and (3) data aggregators.
True
Three uses of marketing research are (1) identifying market opportunities and problems, (2) generating, refining, and evaluating potential market actions, and (3) monitoring market performance
True
When firms make the right decisions, they produce products and services that their target markets perceive as having value. That value translates into sales, profits, and positive ROI.
True
With syndicated data, both the process of collecting and analyzing the data and the data themselves are not customized for the client.
True
What is the post-hoc test we use?
Tukey-test
Concomitant Variation
Two variables are correlated and will vary together in a predictable manner: hurricane and run to grocery stores
helps us to understand the influence of one categorical variable (independent varialbe) and another categorical variable (dependent variable)
Two-way cross tabulations
Electronic Data Interchange
Type of exchange that occurs when one company's computer system is integrated with another company's system
Content Validity
Very expensive and very time-consuming method of measuring validity
In this type of analysis, the variable is analyzed in isolation from other variables. One can do this type of analysis for a sample mean or a sample proportion ex: proportion of males that like to workout at Dogpound
Univariate analysis
Screening Question
Used before research questions to identify qualified respondents
Line and Area Charts
Used to graph ratio data never nominal, ordinal, or interval data
What percentages should always be worked with by researchers:
VALID percentages
95%
What is a generally-agreed upon acceptable confidence Interval for market research?
Independent Variable
What will be manipulated to trigger the dependent variable
When using the p-value, when do you reject the Null Hypothesis (H0)?
When using the p-value, one rejects the H0 if the p-value is SMALLER than the specified level of significance
Cluster sampling is good to use when
When we don't have a list of the population elements or have a budget constraint on personal interviews
causal inference
a conclusion that when one thing happens another specific thing will follow
Carefully designed split questionnaires can help researchers collect information faster, cheaper, and more accurately
Why would researchers use a split questionnaire design?
The Fifth Axiom
You can take any finding in the survey, replicate the survey with the same random sample size, and "very likely" find the same results within the +-% range of the original finding.
Exploratory
_______ research is particularly useful in new product development.
decision support system
a computer based system that helps decision makers confront problems through direct interaction with databases and analytical software programs
search engine
a computerized directory that allows anyone to search the world wide web for info using a keyword search
_____is a preferred post hoc test in this class because its presentation is easy to interpret. a. Duncans' multiple range test b. Scheffe's test c. Turkey's test d. Neuman-Keul's test
a
17. If the estimated range of incomes for 30 medium size businesses is $60,000, a rough estimate of one standard deviation would be a. $10,000. b. $12,000. c. $8,000. d. $8,500. e. $9,000.
a Because a rough estimate of standard deviation can be found by calculating the range /6
Self-Selection Bias
a bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it
Incomplete response
a break-off where the respondent stops answering in the middle of the questionnaire.
Total Quality Management
a business philosophy that has much in common with the marketing concept
Multivariate analysis allows researchers ...
a closer look at their data than possible in univariate analyses
database
a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer
Pearson chi-square test of independence:
a commonly used statistic for testing H0 that CATEGORICAL variables are independent of one another
intranet
a company's private data network that uses internet standards and tech
Large Sample Size Bias
a false belief that sample size determines a sample's representativeness.
placebo
a false experimental effect used to create the perception that some effect has been administered
Histogram:
a form of a bar chart on which the values of the variable are placed along the x-axis and the absolute or relative frequency of the values is shown on the y-axis
theory
a formal logical explanation of some events that includes predictions of how things relato to one another
Mobile marketing research can execute the principles of traditional research with reach, scale, and affordability. Select one: a. True b. False
a.
Recording error:
a mistake made in a journal entry by humans or machines
cross tabulation:
a multivariate technique used for studying the relationship between two or more categorical variables - considers the joint distribution of sample elements across variables
research analyst
a person responsible for client contact, project design, preparation of proposals selection of research suppliers and supervision of data collection analysis and reporting activities
Simple random sampling:
a probability sampling plan in which each unit included in the population has a known and equal chance of being selected for the sample
Sample Validation
a process whereby the researcher inspects some characteristics of the sample to judge how well it represents the population.
Filtering question:
a question that is used to determine if the respondent is likely to possess the knowledge being sought - does an individual qualify as a member of the defined population?
Incomprehensible Questions
a questions that is worded in a way that is unclear and not understandable by the respondent
Confidence Interval
a range whose endpoints define a certain percentage of the responses to a question. based on a normal (bell shaped) curve
survey
a research technique in wich a sample is interviewed in some form or the behavior of respondents is observed and described in some way
Stratified Sample
a sample drawn in such a way that known subgroups within a population are represented in proportion to their numbers in the general population
Sampling efficiency is a concept that reflects a tradeoff between sampling cost and precision. a. true b. false
a.
Categorical scale
a scale that is typically composed of a small number of distinct values or categories such as male vs female or married vs single vs widowed (nominal and ordinal)
Anchored Scale
a scale where the endpoints are identified by the opposite ends of the measurement continuum and are associated with the beginning and ending numbers of the scale. (one end is "very unhappy" other is "Very Happy")
Banner:
a series of cross tabulations between an outcome, or independent variable, and several (sometimes many) explanatory variables in a single table
Statistical Inference
a set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter. Use formal steps based on evidence.
research project
a single study that addresses one or a small number of research objectives
Small Population
a situation that occurs when the sample size exceeds 5% of the total population and requires a finite multiplier
pilot study
a small scale research project that collects data from respondents similar to those to be used in the full study
pretest
a small scale study in which the results are only preliminary and intended only to assist in design of a subsequent study
Item nonresponse:
a source of error that arises when a respondent agrees to an interview but refuses, or is unable, to answer specific questions
Semantic Differential Scale
a specialized scaled-response question format that has sprung directly from the problem of translating a person's qualitative judgements into metric estimates. this is a good way to measure a brand, company, or store image.
Pearson product-moment correlation coefficient:
a statistic that indicates the degree of linear association between two continuous variables - ranges from -1 to +1
F-ratio
a statistic that represents the level of variance between two groups, the high the number, the larger the variance
Hypothesis Test
a statistical procedure used to "accept" or "reject" the hypothesis based on sample information. More often the choices are Reject or Fail to Reject (FTR)
Chi-square goodness-of-fit test:
a statistical test to determine whether some observed patter of frequencies corresponds to an expected pattern
Likert Scale
a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each series of statements
Predictive analytics
a system linking computerized data sources to statistical tools allowing more accurate forecasts of consumers opinons and actions
Independent samples t-test for means:
a technique commonly used to determine whether two groups differ on some characteristic assessed on a continuous measure Ex: satisfaction rates, men v women
Paired sample t-test:
a technique for comparing two means when scores for both variables are proved by the same sample Ex: before and after measures
Acquiescence Bias
a tendency to agree with all or most questions
idealism
a term that reflects the degree to which one bases ones morality on moral standards
relativism
a term that reflects the degree to which one rejects moral standards in favor of the acceptability some action. this way of thinking rejects absolut principles in favor of situation based evaluations
Chi-Squared Analysis
a test for the significane between the frequency of distributions of two or more categorical variables in a cross-tabulation table to determine if there is any association
Recall loss:
a type of error caused by a respondent's forgetting that an event happened at all
Telescoping error:
a type of error resulting from the fact that most people remember an event as having occurred more recently than it did
Census:
a type of sampling plan in which data are collected from or about each member of a population - entire population
uniform resource locators
a web site address that web browsers recognize
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. If Pepsi increases the price of its 12-pack by $1, what will be the change in sales? a) -27673 b) 1645 c) -16.7 d) 1.74461E-30 e) The coefficient is not statistically significant. Thus, there will be no change in sales.
a) -27673
Which of the following is appropriate when the research objective is description? a) averages b) hypothesis test c) chi-square test d) correlation analysis e) regression analysis
a) averages
A large clothing manufacturer plans to introduce a new line of sports clothes for women if preliminary market research shows that more than 50% of the population is favorably impressed by the new line. Five hundred women were surveyed; 265 of the women were favorably impressed. The research manager wants to test the hypothesis at the 0.05 significance level. The t-value with degree of freedom as 499 associated with this significance level is 1.647. The computed t-statistic for testing the hypothesis is a) 1.339 b) -1.339 c) 0.977 d) -0.977 e) not shown above
a) 1.339
Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 Given the above table, what percentage of households have a VCR and have a family size less than 4? a) 10% b) 38% c) 34% d) 24% e) 28%
a) 10%
Use the following information for the next three questions. The table shows the number of men in each category, based on a study of 200 men. Weight or Adult Male in Pounds x Calories Consumed per Day What is the computed Chi-square statistic in this problem? a) 123.7 b) 41.7 c) 36 d) 8.7 e) 133.5
a) 123.7
The manager of the local Jimmy John's store is interested in understanding whether sales are positively associated with customer satisfaction. If so, she wants to allocate more dollars on improving customer satisfaction. She collected monthly customer satisfaction (X) and monthly sales (Y) for consecutive 6 months. She finds that -the covariance between customer satisfaction and sales is 4 (Sxy = 4) -the standard deviation of customer satisfaction is 2.5 (Sx = 2.5) -the standard deviation of customer satisfaction is 2 ( Sy=2) What is the computed statistic depending on the answer to the previous question? a) 2.67 b) 1.33 c) 2.5 d) 15 e) none of the above
a) 2.67
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. How many more Pepsi 12-pack can be sold during the the week of the Memorial Day? a) 28757 b) 5704 c) 5.0 d) 2.11301E-06 e) The coefficient is not statistically significant. Thus, there will be no change in sales.
a) 28757
A researcher is interested in comparing the usage of bank debit cards by consumers in rural (r) and urban (u) areas. Specifically, she wants to know if consumers in rural areas use bank debit cards less than consumers in urban areas. Each year for the past five years, she has surveyed 16 individuals (one-half urban, one-half rural) randomly selected from across the United States. She is specifically interested in any difrferences that may exist between the two groups with regard to usage. The results of the current study indicate that -people in urban areas use bank debit cards 12 times per month on average (xu=12) -people in rural areas use bank debit cards 10 times per month on average (xf = 10) -the standard deviation in means fo bak debit card usage in both rural and urban areas is 2 (su=sr=2) What is the value of the test statistic that would be used in the comparison of the two means? What is the degree of freedom? a) 2;14 b) 1;16 c) 0.5;14 d) 4;16 e) none of the above
a) 2;14
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. How many more Pepsi 12-pack can be sold during the the week of the Labor's Day? a) 30179 b) 5947 c) 5.1 d) 1.84758E-06 e) The coefficient is not statistically significant. Thus, there will be no change in sales.
a) 30179
In a data set, there is variable that measures each respondents purchase quantity of yogurt per week. The value of purchase quantity is "12, 0, 0, 1, 1, 1, 6, 10, 11." What is the mean? a) 4.66 b) 1 c) 42 d) 6.421 e) none of the above
a) 4.66
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. If Coke increases the price of its 12-pack by $1, what will be the change in its sales? a) 5352 b) 1421 c) 3.8 d) 0.000283367 e) The coefficient is not statistically significant. Thus, there will be no change in sales.
a) 5352
A researcher is interested in analyzing two nominal variables to determine if the observed pattern of frequency corresponds to the expected pattern. The appropriate statistical technique is a) chi-square test b) t-test for one mean c) t-test for two means d) z-test e) none of the above
a) chi-square test
When computing standard error, if the sample size increases while the variability remains the same, then the standard error: a) decreases b) increases c) remains the same d) is about average e) none of the above; there is no such thing as standard error
a) decreases
The manager of the local Jimmy John's store is interested in understanding whether sales are positively associated with customer satisfaction. If so, she wants to allocate more dollars on improving customer satisfaction. She collected monthly customer satisfaction (X) and monthly sales (Y) for consecutive 6 months. She finds that -the covariance between customer satisfaction and sales is 4 (Sxy = 4) -the standard deviation of customer satisfaction is 2.5 (Sx = 2.5) -the standard deviation of customer satisfaction is 2 ( Sy=2) What are the null and alternative hypotheses if we want to test whether the correlation between customer satisfaction and sales is statistically significant or not? a) H0: Rxy = 0; H1: Rxy > 0 b) H0: Rxy = 0; H1: Rxy < 0 c) H0: Rxy = 0; H1: Rxy /= 0 d) H0: Rxy = 0.8; H1: Rxy > 0.8 e) H0: Rxy = 0.8; H1: Rxy /= 0.8
a) H0: Rxy = 0; H1: Rxy > 0
A large clothing manufacturer plans to introduce a new line of sports clothes for women if preliminary market research shows that more than 50% of the population is favorably impressed by the new line. Five hundred women were surveyed; 265 of the women were favorably impressed. The research manager wants to test the hypothesis at the 0.05 significance level. The t-value with degree of freedom as 499 associated with this significance level is 1.647. The correct hypotheses for this situation are: a) H0: pi = 0.5; H1: pi > 0.5 b) H0: pi <= 0.5; H1: pi > 0.5 c) H0: pi = 0.5; H1: pi < 0.5 d) H0: pi = 0.5; H1: pi = 0.5 e) H0: pi = 0.5; H1: pi /= 0.5
a) H0: pi = 0.5; H1: pi > 0.5
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. if the average price of Pepsi 12-pack is $5 and the average sales of Pepsi 12-pack is 80000, what can we learn from the own price elasticity of Pepsi 12-pack? a) Pepsi 12-pack is price elastic; an increase in price will reduce its revenue. b) Pepsi 12-pack is price inelastic; an increase in price will reduce its revenue. c) Pepsi 12-pack is price elastic; an increase in price will improve its revenue. d) Pepsi 12-pack is inelastic; an increase in price will improve its revenue. e) Pepsi 12=pack has unitary price elasticity; an change in price has no impact on its revenue.
a) Pepsi 12-pack is price elastic; an increase in price will reduce its revenue.
Which of the following is the formula for computing the R-square? a) R^2 = (explained sum of squares/total sum of squares) = (explained variation/total variation) b) R^2 = 1-(explained variation/total variation) c) R^2 = sqrt ((explained variation/total variation)) d) R^2= -sqrt ((explained variation/total variation)) e) None of the above
a) R^2 = (explained sum of squares/total sum of squares) = (explained variation/total variation)
The manager of the local Jimmy John's store is interested in understanding whether sales are positively associated with customer satisfaction. If so, she wants to allocate more dollars on improving customer satisfaction. She collected monthly customer satisfaction (X) and monthly sales (Y) for consecutive 6 months. She finds that -the covariance between customer satisfaction and sales is 4 (Sxy = 4) -the standard deviation of customer satisfaction is 2.5 (Sx = 2.5) -the standard deviation of customer satisfaction is 2 ( Sy=2) Based on the t table at the end this study guide, should the manager of the local Jimmy a) She should spend more on improving customer satisfaction because we find statistical evidence that customer satisfaction is positively associated with sales. b) She should NOT spend more on improving customer satisfaction although we find statistical evidence that customer satisfaction is positively associated with sales. c) She should NOT spend more on improving customer satisfaction because we do not find statistical evidence that customer satisfaction is positively associated with sales. d) She should NOT spend more on improving customer satisfaction because customer satisfaction is negatively associated sales. e) We do not have enough information to make the decision.
a) She should spend more on improving customer satisfaction because we find statistical evidence that customer satisfaction is positively associated with sales.
A large clothing manufacturer plans to introduce a new line of sports clothes for women if preliminary market research shows that more than 50% of the population is favorably impressed by the new line. Five hundred women were surveyed; 265 of the women were favorably impressed. The research manager wants to test the hypothesis at the 0.05 significance level. The t-value with degree of freedom as 499 associated with this significance level is 1.647. Based on the t-statistic, what finding do we have? a) The clothing manufacturer should NOT introduce a new line of sports clothes because there is NO statistical evidence that more than 50% of the population is favorably impressed by the new line. b) The clothing manufacturer should introduce a new line of sports clothes because there is statistical evidence that more than 50% of the population is favorably impressed by the new line. c) The clothing manufacturer should NOT introduce a new line of sports clothes because there is statistical evidence that more than 50% of the population is favorably impressed by the new line. d) The clothing manufacturer should introduce a new line of sports clothes because there is NO statistical evidence that more than 50% of the population is favorably impressed by the new line. e) None of the above
a) The clothing manufacturer should NOT introduce a new line of sports clothes because there is NO statistical evidence that more than 50% of the population is favorably impressed by the new line.
Use the following information for the next three questions. The table shows the number of men in each category, based on a study of 200 men. Weight or Adult Male in Pounds x Calories Consumed per Day If the critical chi-square value at the p-value equal to 0.05 is 15.78, what can we find from the above table? a) There is statistical evidence that higher weight is associated with more calorie consumption. b) There is statistical evidence that higher weight is associated with less calorie consumption. c) There is NO statistical evidence that higher weight is associated with more calorie consumption. d) It is impossible to generate any findings from the above table. e) None of the above.
a) There is statistical evidence that higher weight is associated with more calorie consumption.
The intersection of a row and column in a cross-tabulation table is called: a) a cross-tabulation cell b) a dangerous intersection c) a chi-square d) a cross-cell interaction e) a row box
a) a cross-tabulation cell
A table that contains the raw counts of various relationships possible in a cross-tabulation is called: a) a frequency table b) a possibility table c) a Boolean possibility table d) a frequent Boolean possibility table e) a stacked bar table
a) a frequency table
In multiple regression, you must test for the significance of the betas for each of the independent variables. You would do this by looking for: a) a t test for each independent variable b) an ANOVA for each independent variable c) a alpha level for each independent variable d) a non-linear beta weight for each independent variable e) a R for each independent variable
a) a t test for each independent variable
If we had data that shows the percentage of persons in the population who expect to live until one of the following categories: 61-70, 71-80, 81-90, 91-100, and over 100, the pie chart would be: a) an effective visual aid for displaying age range percentages b) less preferable than a bar chart because a pie chart does not show relative sizes of response categories c) less preferable because percentages should not be used to display data having to do with age, a metric variable d) less preferable than a scatterplot diagram because the age segments represent categories e) less preferable than using a logarithmic scale because age is not a linear variable
a) an effective visual aid for displaying age range percentages
A procedure for ensuring that the change in the dependent variable may be solely attributed to the change in the independent variable is called: a) an experimental design b) a variable design c) a procedural design d) a design procedure e) a change procedure
a) an experimental design
Pontiac wants to know what types of persons respond favorably to proposed style changes in the Firebird. Frito-Lay wants to know what kinds of people buy from the Frito-Lay line. These are questions that may be answered through: a) association or relationship analysis b) chi-square analysis c) correlation analysis d) analysis of variance e) regression analysis
a) association or relationship analysis
Researchers found that dog and cat owners differ in lifestyle from non-owners; dog and cat owners are more adventurous, independent, and enjoy life more than the non-owners. What type of analysis was used to determine such a relationship? a) association or relationship analysis b) predictive analysis c) predictive or relationship analysis d) analysis of variance e) canine/feline regression analysis
a) association or relationship analysis
The advertising director in your firm announced her resignation this morning to take another job, and she is leaving this afternoon. Your boss has asked you to take charge of advertising. Unfortunately, you learn the former director was just beginning planning for an upcoming promotion of one of the company's new products. Your immediate decision is to determine a brand name for the product. As the former director leaves, she stops by to drop off some marketing research reports she had just received, which includes several tests on brand names that were proposed for the new brand. The research company tested 30 potential brand names. For each brand name they collected data on a number of variables such as "intention to purchase" and "attitude toward the brand name." All these variables were collected using 5-point intensity continuum scales. Thus, all the variables possess an interval level of measurement. Just focusing on the two variables mentioned ("intention to purchase" and "attitude toward the brand name"), what type of analysis would you conduct to help you make the decision? a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions. b) differences analysis between the question that asks if they will join and each one of the remaining questions. c) predictive analysis between the question that asks if they will join and each one of the remaining questions. d) determinant analysis between the question that asks if they will join and each one of the remaining questions. e) None of the above; there is no analysis that will help identify which of these issues are related to rejoining the SMA.
a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions.
You are an officer in you college's Student Marketing Association. You are looking for ways to ensure that members will join again the following year. Students tend to join for one semester or one year and then drop out. You decide to take a simple random sample of this year's members and give them a survey. One of the questions asks: Will you join the SMA next semester? Yes, No, Don't Know. Another question asks respondents to check all the following that they feel provides them with "value" by virtue of being in the SMA: free food at meetings, getting to socialize in a relaxed setting with fellow classmates, learning about businesses through the guest speaker program, getting job search information through the organization's "Career Search" program, and getting to know your professors on a more personal basis. You want to know which one(s) of these are related to whether or not students will join the SMA in the next semester. What analysis should you run? a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions. b) differences analysis between the question that asks if they will join and each one of the remaining questions. c) predictive analysis between the question that asks if they will join and each one of the remaining questions. d) determinant analysis between the question that asks if they will join and each one of the remaining questions. e) None of the above; there is no analysis that will help identify which of these issues are related to rejoining the SMA.
a) association or relationship analysis between the question that asks if they will join and each one of the remaining questions.
Computing the average number of dollars college students have on their credit card balances exemplifies: a) description b) inference c) comparing differences d) finding relationships e) type III error
a) description
When making a comparison between two segments of respondents to determine whether or not they are statistically different, in concept, the researcher is considering the two segments as two: a) different populations b) different answers c) different tests d) common segments e) related segments
a) different populations
A toy store owner is interested in knowing, at the 5% level of significance (you can check the t table at the end of the study guide), whether parents spend greater than $100 on toys per visit to her store or not. In this case, the owner has a null hypothesis that " parents spend exactly $100 on toys per visit to her store " and an alternative hypothesis "parents spend greater than $100 on toys per visit to her store." A sample is taken and calculate the z value as 1.7. Based on the statistical result, we should: a) fail to reject the null hypothesis. b) do not support the hypothesis. c) accept the alternative hypothesis. d) immediately take another sample. e) try to take another sample in another toy store.
a) fail to reject the null hypothesis.
Thinking of a standard deviation and the shape of the distribution, the distribution is "stretched out at both ends" (dispersed) when the standard deviation is: a) high b) moderate c) low d) very high e) none of the above; the two concepts are not related
a) high
Tommy Prothro, a marketing manager for Golden Snack Bars, has commissioned marketing research to determine if one recipe of snack bar is superior to another recipe. More than 400 persons who were "snack bar eaters" were involved in taste tests and, after tasting both recipes, they were asked which recipe they would purchase the next time they purchased snack bars. Tommy is now looking at the data and he sees that recipe A had 53 percent stating a preference whereas recipe B had 47 percent. Tommy's brand manager felt this was "significant" evidence that the firm should produce recipe A. But Tommy wanted more evidence so he asked the research firm to run a test to determine if there was a significant difference between the two recipes. By doing this, Tommy would get information that would allow him to determine: a) if there are real differences between the two recipes preferences in the population. b) if there are any issues in the data collection. c) the number of consumers in each target market preferring recipe A versus B. d) whether or not the statisticians in the research firm agree with his brand manager. e) None of the above; there is no statistical test to determine significant differences between two percentages.
a) if there are real differences between the two recipes preferences in the population.
What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables? a) laboratory experiment b) field experiment c) extraneous experiment d) government experiment e) art-con experiment
a) laboratory experiment
The stronger a relationship the: a) larger the absolute size of the correlation coefficient b) larger the strength coefficient c) closer to zero is the correlation coefficient d) larger, positive size of the correlation coefficient e) larger the beta
a) larger the absolute size of the correlation coefficient
If we were to graph two variables, let's say, height (in inches) and GPA, and the graph showed points scattered about in a formless shape, we could say there is: a) likely no significant association between height and GPA b) likely a positive association between height and GPA c) likely a negative association between height and GPA d) a need to re-graph the data e) likely a curvilinear association between height and GPA
a) likely no significant association between height and GPA
What would you use to summarize an interval or ratio data? a) mean, range, standard deviation b) mode, range, standard deviation c) mean, frequency or percentage distribution d) mean, frequency and standard deviation e) none of the above; you cannot summarize interval or ratio data
a) mean, range, standard deviation
________ are the totals observed by counting the number of respondents who are in each cross-tabulation cell. a) observed frequency b) expected frequency c) cell column totals d) cell row totals e) grand totals
a) observed frequency
Kroger is interested in the weekly spending of its customers who joined the loyalty program. If these loyal customers spend more than $200 per week, then it will be profitable to maintain the loyalty program. Kroger collects a sample of loyal customers with the sample size as 25. The average weekly spending in the sample is $220. The sample standard deviation is 15. What test is appropriate for answering the above research question? a) one-segment one-tailed t-test b) two-segment one-tailed t-test c) one-segment one-tailed z-test d) two-segment two-tailed t-test e) two-segment one-tailed z-test
a) one-segment one-tailed t-test
In the authors' step-by-step approach to the presentation of hypothesis tests, the first step is: a) state the hypothesis b) by performing appropriate hypothesis test computations, state if the hypothesis is supported or not supported c) test the hypothesis only on variables that are metric d) if the hypothesis is not supported, compute confidence intervals to provide the client with the appropriate confidence intervals e) none of the above; there is no step-by-step approach to the presentation of the hypothesis test.
a) state the hypothesis
In the formula for a straight line, the slope is defined as: a) the change in y for any 1-unit increase in x b) where the line cuts the y axis when x = 0 c) the variable used to predict the dependent variable d) the dependent variable e) the predicted variable
a) the change in y for any 1-unit increase in x
Consider the Pretest-Posttest with Control Group design, (R) O1 X O2 (R) O3 O4 The difference O2-O1 reflects a) the effects of the extraneous influences plus the treatment effect. b) the difference between the control group and the experimental group c) the change in attitude of the subject d) the interactive effect of testing. e) the effect of the treatment effect.
a) the effects of the extraneous influences plus the treatment effect.
Consider the Pretest-Posttest with Control Group design, (R) O1 X O2 (R) O3 O4 The difference O4-O3 reflects a) the effects of the extraneous influences. b) the difference between the control group and the experimental group c) the change in attitude of the subject d) the interactive effect of testing. e) the effect of the treatment effect.
a) the effects of the extraneous influences.
A researcher had calculated the sample chi-square statistic to be equal to χ2 = 7.71. For a significance level of 0.05, the critical value of the chi-square statistic is 7.78. The appropriate conclusion is that a) the null hypothesis should not be rejected. b) the null hypothesis should be rejected. c) the null hypothesis should be accepted. d) A and C are correct. e) A and B are correct.
a) the null hypothesis should not be rejected.
The null hypothesis for a correlation states that: a) the population correlation coefficient is equal to zero. b) the population correlation coefficient is +1. c) the population correlation coefficient is -1 d) the population correlation coefficient is ±1. e) the population correlation coefficient is positive.
a) the population correlation coefficient is equal to zero.
The logic of the chi-square test would argue that, for a significant relationship to exist: a) there should be large differences between the observed and expected frequency b) there should be few differences between the observed and expected frequency c) there should be no differences between the observed and expected frequency d) there should be negative differences between the observed and expected frequency e) there should be only one difference between the observed and expected frequency
a) there should be large differences between the observed and expected frequency
Which of the following is a good description of causality? a) understanding a phenomenon in terms of conditional statements of the form "x leads to y." b) a very casual understanding of a topic c) understanding a phenomenon in terms of two phenomena occurring at the same time d) understanding of two phenomena that never occur at the same time e) none of the above
a) understanding a phenomenon in terms of conditional statements of the form "x leads to y."
A ________ is a test market in which the product is sold through regular distribution channels. Select one: a. Standard test market b. Controlled test market c. Simulated test market d. Partial test market
a.
A representation of the elements of the target population consisting of a list or set of directions for identifying the target population is a ________. Select one: a. sampling frame b. sample c. judgmental sample d. sampling unit
a.
A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________. Select one: a. bias b. generalizability c. reliability d. none of the above
a.
A sampling frame is a representation of the elements of the target population. It consists of a list or set of directions for identifying the target population. Select one: a. True b. False
a.
As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time. Select one: a. True b. False
a.
As compared to the field, experimentation in social media offers the advantages of ease of implementation and lower cost a. true b. false
a.
Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research. Select one: a. True b. False
a.
Cohort analysis is a type of multiple cross-sectional design that consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. Select one: a. True b. False
a.
Conclusive research is typically more formal and structured than exploratory research. Select one: a. True b. False
a.
Decisions concerning whether to use a Bayesian or traditional sampling approach, to sample with or without replacement, and to use nonprobability or probability sampling pertain to which step in the sampling design process (Figure 11.1 in the text)? Select one: a. Select a sampling technique(s) b. Determine the sampling frame c. Determine the sample size d. Execute the sampling process
a.
Graphical models are analytical models that provide a visual picture of the relationships between variables. Select one: a. True b. False
a.
If in test marketing a new product, the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution, more than likely, the researcher used ________ to help control for extraneous variables. Select one: a. design control b. statistical control c. randomization d. matching
a.
In constant sum scaling, if an attribute is twice as important as some other attribute, itreceives twice as many points. a. true b. false
a.
Information on differences between respondents and nonrespondents may be obtained from the sample itself, or it may be possible to estimate the differences from other sources. a. true b. false
a.
Marketing research is classified into two areas: problem identification and problem solving research. Select one: a. True b. False
a.
Syndicated services ________. a. are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients b. offer a wide variety of marketing research services customized to suit a client's specific needs c. are research studies conducted for different client firms but in a different way d. specialize in one or a few phases of the marketing research project
a.
Syndicated sources, also referred to as syndicated services, are companies that collect and sell common pools of data of known commercial value, designed to serve information needs shared by a number of clients. Select one: a. True b. False
a.
The " Milk Life" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption. Select one: a. buyer behavior b. objectives c. the economic environment d. the legal environment
a.
The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons? Select one: a. the speed with which the incentive is sent b. the speed with which the questionnaire can be created c. the speed with which the data are returned d. the speed with which the questionnaire is distributed to respondents
a.
The ________ for primary data is very involved and the ________ is high. Select one: a. collection process; collection cost b. collection purpose; collection time c. collection process; collection purpose d. collection cost; collection time
a.
The ________ is called the standard error of the mean or the proportion to indicate that it refers to a sampling distribution of the mean or the proportion, and not to a sample or a population. Select one: a. standard deviation b. variance c. coefficient of variation d. standardized variate
a.
The findings of problem solving research are used in making decisions that will solve specific marketing problems. Select one: a. True b. False
a.
The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to a. the time order of occurence of variables b. the role of evidence c. concomitant variation d. the elimination of other possible factors
a.
There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text). Select one: a. True b. False
a.
To minimize negative effects that may arise from disguising the purpose of the qualitative research, the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses. Select one: a. True b. False
a.
Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously? Select one: a. R X1 O1R X2 O2 b. R X1 O1O2 X2 O2 c. R X1 O1R X1 O1 d. X O1 O2X O1 O2
a.
Which of the following conditions does not favor the use of a census (Table 11.1 in the text)? Select one: a. The population is large. b. The cost of sampling errors is high. c. The cost of nonsampling errors is low. d. There is high variance in the characteristic to be measured.
a.
Which of the following conditions does not favor the use of a sample (Table 11.1 in the text)? Select one: a. The cost of sampling errors is high. b. There are budget and time limit constraints. c. The population is large. d. The cost of nonsampling errors is high.
a.
Which of the following is not a stage of cluster sampling? a. zero-stage sampling b. multi-stage sampling c. two-stage sampling d. one-stage sampling
a.
Which of the following statements is not true concerning the time order of occurrence of variables? Select one: a. In an after-the-fact examination of the situation, we can never confidently rule out all other causal factors. b. An effect cannot be produced by an event that occurs after the effect has taken place. c. The causing event must occur either before or simultaneously with the effect; it cannot occur afterwards. d. It is possible for each event in a relationship to be both a cause and an effect of the other event.
a.
Which of the situations mentioned below is not suitable for online focus groups? Select one: a. highly emotional issues b. corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity c. companies that use the Internet to sell products or services and want to either gain market share or gather intelligence d. none of the above
a.
Which statement is not correct about measurement? Select one: a. The placement of individual companies on the annual revenue continuum represents measurement. b. The rules for assigning numbers should be standardized and applied uniformly. c. The assignment of numbers to characteristics must be isomorphic. d. All of the above statements are not true.
a.
With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics. Select one: a. True b. False
a.
_______ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion. Select one: a. Constant sum b. Rank order c. Q-sort d. Paired comparison
a.
_______ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object. Select one: a. Ordinal scale b. Interval scale c. Nominal scale d. Ratio scale
a.
________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text). Select one: a. Systematic error b. Random error c. Variable error d. Measurement error
a.
is a determination of whether the cause-and-effect relationships found in the experiment can be generalized. Can the results be generalized beyond the experimental situation and if so, to what populations, settings, times, independent variables and dependent variables can the results be projected? Select one: a. External validity b. Internal validity c. Extraneous validity d. None of the above
a.
Which of the following is NOT a demographic or socioeconomic characteristic? a. A feeling towards a brand b. Marital status c. Social class d. Gender e. Income
a. A feeling towards a brand
What type of study would a marketing researcher use to measure product purchases from the same group of consumers over regular intervals? a. A longitudinal study using a continuous panel b. A cross-sectional study using a continuous panel c. A longitudinal study using a discontinuous panel d. A cross-sectional study using a discontinuous panel
a. A longitudinal study using a continuous panel
Which one of the following is NOT of the three general types of primary data collection? a. Advocacy research b. Exploratory research c. Causal research d. Descriptive research
a. Advocacy research
What type of question is "How often do you eat tacos?" with response options of "not a lot," "sometimes," and "all the time!"? a. Ambiguous b. Double-barreled c. Leading d. Unstated alternative
a. Ambiguous
What can be measured using observation? a. Behavior b. Motivation c. Awareness d. Attitudes
a. Behavior
Which category of data is often more accurate and objective than other categories of data? a. Behavioral b. Awareness/knowledge c. Intentions d. Motivation
a. Behavioral
Which consideration of market testing creates the possibility that competitors might see a company's new product before it is commercialized? a. Control b. Time c. Cost d. Any of these considerations would create that possibility.
a. Control
All of the following represent examples of the causal research approach, except: a. Determining the frequency with which something occurs within a population b. Determining what price to charge for a product c. Determining which product packaging design is most effective d. Determining which version of a product to offer
a. Determining the frequency with which something occurs within a population
Which of the following research examples does NOT fit the definition of descriptive research? a. Determining which of several sales promotions was the most effective b. Developing a profile of the average customer c. Estimating the proportion of people within the vicinity of a store who will shop there d. Predicting the level of sales of a brand in future months or years
a. Determining which of several sales promotions was the most effective
What is true about probability samples? a. Each member of the target population has some chance of being included. b. It's impossible to assess the degree of sampling error. c. They don't allow projections to be made for the whole population. d. All of these statements about probability samples are true.
a. Each member of the target population has some chance of being included.
Nonsampling error
all errors in a survey except those attributable to the sample plan and sample size.
Which of the following statements about marketing research is true? a. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans. b. It is a non-essential activity that takes a single form. c. It is involved in some phases of the information management process. d. It is just for large organizations with deep pockets
a. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans.
Considering how managers use marketing research, which use applies to a manager who wishes to allocate resources in the best way to pursue business opportunities? a. Marketing research used for planning b. Marketing research used for problem solving c. Marketing research used for control d. Both B and C
a. Marketing research used for planning
Which category of primary data would marketers use to determine why people behave as they do? a. Motivation b. Intentions c. Attitudes d. Personality
a. Motivation
Which of the following is NOT one of the four scales (levels) of measurement? a. Normal b. Interval c. Ratio d. Ordinal
a. Normal
What are the two broad categories of sampling techniques? a. Probability and nonprobability b. Productive and nonproductive c. Problematic and nonproblematic d. Progressive and nonprogressive
a. Probability and nonprobability
What characteristic about sample surveys represents an advantage to using them? a. The ability to project results of the sample to the overall population b. The expense of using them c. The time required to adequately test a hypothesis d. All of these characteristics are advantages of using a sample survey.
a. The ability to project results of the sample to the overall population
Which of the following is NOT one of the purposes of exploratory research? a. To determine a set of final answers and decisions to address the research problem b. To get a better understanding of the problem or situation c. To identify areas where research might be useful d. To clarify concepts
a. To determine a set of final answers and decisions to address the research problem
A sample survey provides a "snapshot" of survey variables at a single point in time. a. True b. False
a. True
It's not possible to observe an attitude or opinion, a person's awareness or knowledge, or motivation. a. True b. False
a. True
The basic function of marketing research is to gather information that is needed to help managers make better decisions. a. True b. False
a. True
Trying to sell products after telling respondents you are conducting marketing research is an unethical approach known as "sugging." a. True b. False
a. True
Which method of ethical reasoning holds that the correct course of action is the one that promotes the greatest good for the greatest number of people? a. Utility approach b. Justice approach c. Rights approach d. All approaches do this.
a. Utility approach
Data mining is an exploratory research technique that is defined as a. searching for statistical patterns in datasets. b. studying selected examples of the phenomenon about which insights are needed. c. Data mining is not an exploratory research technique. d. making detached and prolonged observations of consumer emotional responses, cognitions, and behaviors.
a. searching for statistical patterns in datasets.
Questionnaire relevancy
all information collected should address a research question in helping the decision maker in solving the current marketing problem
Invitation Online Sampling
alerts potential respondents that they may fill out a questionnaire hosted at a specific website
Population (N):
all cases that meet designated specifications for membership in the group - researchers must be very clear in defining the target population
Integrated marketing communication
all promotional efforts (advertising public relations, personal selling, event marketing, and so forth) should be coordinated to communicate a consistent image
Completed interview
all the primary questions have been answered.
Over Sampling
alternative substitution method, and it is used base don the researcher's knowledge of incidence rates, non response rates, and unusable responses.
covariation
amount of change in one variable that is consistently related to the change in another variable of interest
Census
an accounting of the complete population
Finite Multiplier
an adjustment factor (used when there is a small population) that is approximately equal to the square root of that proportion of the population not included in the sample.
Unstated alternatives:
an alternative answer that is not expressed in a question's options
Cluster Sampling
an economically efficient sampling technique in which the primary sampling unit is not the individual element in the population but a large cluster of elements. Clusters are randomly selected
Experiment
an empirical investigation that tests hypothesized relationships between dependent and independent variables
Administrative Error
an error caused by the improper administration or execution of the research task
Response order bias:
an error that occurs when the response to a question is influenced by the order in which the alternatives are presented
curvelinear relationship
association between two variables whereby the strength and direction of their relationships changes over the range of both vairables
linear relationship
association between two variables whereby the strength and nature of the relationship remains the same over the range of both variablews
Hypotheses (educated guess)
assumptions or theories that a researchers or manager makes about some characteristic or the population under study
Simple Random Sampling
assures each element in the population of an equal chance of being included in the sample
Demographics go where on a survey?
at the end
Leading the respondent
attempting to influence the respondent's answers through wording, voice inflection, or body language.
An individual's overall evaluation of an object
attitude
standard deviation
average distance of the distribution values from the mean
variance
average squared deviation
If the research objective helps to determine terms and concepts, it is likely that the most appropriate research design would be: a) exploitive b) exploratory c) deductive d) causal e) standard
b) exploratory
2. Which of the following is an example of the observation method of collecting primary data? a. administering a questionnaire to shoppers in a supermarket b. recording the amount of time a shopper stops in front of a point of purchase display c. asking shoppers which brand they noticed first in a shelf display d. conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children e. using a tape recorder to gather shopper impressions of a new store layout design
b
What type of test market should a firm choose if it desires to test a new product by selling it through normal distribution channels? a. Simulated b. Standard c. Virtual d. Controlled
b. Standard
Listed below are several correlation coefficients and their respective p-value. If we use 0.05 as the level of significance, which correlation coefficient demonstrates an association that is significant? a) .22; .06 b) .75; .04 c) .32, .15 d) .76, .95 e) .05, 1.00
b) .75; .04
A large clothing manufacturer plans to introduce a new line of sports clothes for women if preliminary market research shows that more than 50% of the population is favorably impressed by the new line. Five hundred women were surveyed; 265 of the women were favorably impressed. The research manager wants to test the hypothesis at the 0.05 significance level. The t-value with degree of freedom as 499 associated with this significance level is 1.647. What is the standard error of the sample? a) 0.0005 b) 0.0224 c) 0.0307 d) 0.0326 e) more information is needed
b) 0.0224
In a data set, there is variable that measures each respondents purchase quantity of yogurt per week. The value of purchase quantity is "12, 0, 0, 1, 1, 1, 6, 10, 11." What is the mode? a) 4.66 b) 1 c) 42 d) 6.421 e) none of the above
b) 1
Use the following information for the next three questions. The table shows the number of men in each category, based on a study of 200 men. Weight or Adult Male in Pounds x Calories Consumed per Day Based on the above information, calculate the expected number of adult males who weigh over 200lbs and consume 3,000 or more calories per day. a) 40 b) 15 c) 55 d) 20 e) none of the above
b) 15
A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A, B, and C. Over the years the percentages sold of each fabric are 50,35, and 15, respectively. Recently, the manufacturer began producing running suits from the same three fabrics. During the first three months of production, the company received orders for 6,600 suits made from fabric A, 3,000 from fabric B, and 2,400 from fabric C. What is the value of the test statistic (based on the answer to the previous question) useful for determining how well the pattern of sales of the new running suit correspond to the expected pattern? a) 136.2 b) 272.5 c) 0.973 d) 422.1 e) none of the above
b) 272.5
A t-statistic has been calculated in order to test the significance of the coefficient from a regression analysis. The analysis was based on a sample size of 50. What is the degree of freedom associated with the t-test? a) 50 b) 48 c) 49 d) 47 e) none of the above
b) 48
What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment IS generalizable to the real world? a) internal validity b) external validity c) extraneous validity d) causal validity e) face validity
b) external validity
The principle that guides the framing of a null hypothesis is: a) One either rejects or accepts the null hypothesis on the basis of the evidence at hand. b) A null hypothesis may be rejected but can never be accepted. c) One must always reject the null hypothesis unless the evidence is convincingly (determined by the level of significance) to the contrary. d) One must always accept the null hypothesis unless the evidence is convincingly (determined by the level of significance) to the contrary. e) There is no guiding scientific principle and the analyst should frame them as he or she sees fit.
b) A null hypothesis may be rejected but can never be accepted.
If you were gathering information from those thought to be knowledgeable on the issues relevant to the research problem, you would probably be using which method of exploratory research? a) Secondary data analysis b) Experience surveys c) Case analysis d) Longitudinal studies e) Cross-sectional studies
b) Experience surveys
Michelle Steward is a marketing professor at Wake Forest University. Michelle had been asked by the administration to study a sample of classes at Wake to help the university understand the student population better, particularly in terms of factors that differentiate students with high versus low GPAs. One of the questions asked was: "Did you pass or fail the last test you took?" and another question in the study asked "Did you study or not study for the last test you took?" Michelle decided to run a cross-tabulation analysis on these two questions. When she did she also ran the chi-square test. The result was a Pearson Chi-Square Value of 8.64 and a p-value of 0.03. Michelle knew that this meant: a) There was a significant, positive association between the two variables. b) There was the presence of an association; the probability of supporting the null hypothesis that there is no association is only 3 percent. c) There was the presence of a negative association; the probability of supporting the null hypothesis that there is no association is only 3 percent. d) There was the presence of a positive, "very strong" association because the probability of supporting the null hypothesis that there is no association is only .03 percent. e) None of the above; Michelle should not have run a chi-square test because the two variables are interval or ratio data.
b) There was the presence of an association; the probability of supporting the null hypothesis that there is no association is only 3 percent.
Select the question that can be answered through experiments. a) Do adults in the western US consumer more 100% fruit drinks than those in the Northeast? b) Will one brand name produce higher level-of-satisfaction reports than another brand name? c) Do consumers purchase more chicken per capita on a retail weight basis now than they did two years ago? d) Does the average two-person household purchase more than $65 worth of groceries a week? e) A and C.
b) Will one brand name produce higher level-of-satisfaction reports than another brand name?
The manager of the local Jimmy John's store is interested in understanding whether sales are positively associated with customer satisfaction. If so, she wants to allocate more dollars on improving customer satisfaction. She collected monthly customer satisfaction (X) and monthly sales (Y) for consecutive 6 months. She finds that -the covariance between customer satisfaction and sales is 4 (Sxy = 4) -the standard deviation of customer satisfaction is 2.5 (Sx = 2.5) -the standard deviation of customer satisfaction is 2 ( Sy=2) What type of hypothesis test should we use to test whether the correlation between customer satisfaction and sales is statistically significant or not? a) a one-tailed z test b) a one-sample one-tailed t test c) A one-sample two-tailed t test. d) A two-sample one-tailed t test. e) A two-sample one-tailed z test.
b) a one-sample one-tailed t test
Whenever a percentage, average or some other analysis value is computed with a sample's data, we refer to it as: a) a designated statistic b) a sample finding c) a computed value d) a composite estimate e) a confidential statistic
b) a sample finding
Mike Shula is a head football coach. His athletic department spends $30,000 a season on Lizard-Aide, a flavored drink that supposedly contributes to the performance of his players. This year, an independent sports testing association has decided to test the merits of Lizard-Aide and Shula's university has been selected as a member of the national sample. The study is an experiment in which the players, unknown to them, are divided into two segments. Segment 1 receives the real Lizard-Aide prior to and during the games. Segment 2 receives a placebo, which is nothing more than sugar-flavored colored water in containers made to make the sugar-flavored water appear to be Lizard-Aide. It is common practice that, following each game, the coaches evaluate films and give each player a grade ranging from 0 to 100. After the season the sports testing association collects the data. They now have a mean score of performance for each of the two segments for all of the athletic departments participating in the study. If you are the researcher, what statistical test would you conduct? a) a one-tailed z test b) a two-sample one-tailed t test c) a two-sample two-tailed t test d) a two-sample one-tailed z test e) a two-sample two-tailed z test
b) a two-sample one-tailed t test
In the formula for calculating the standard deviation, the differences between each observation and the mean is squared. If we did not square these differences, the standard deviation would: a) be too small to be of any usefulness b) always be near zero c) not be normally distributed d) not be interpreted by z scores e) none of the above; the formula does not require that the differences be squared
b) always be near zero
Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 The preceding table is an example of a) one-way classification b) cross tabulation c) one-way tabulation d) cross classification e) none of the above
b) cross tabulation
Measures of variability are concerned with: a) central tendency b) depicting "typical" difference between the values in a set of values. c) depicting the similarities between one data matrix and another. d) all of the above e) none of the above
b) depicting "typical" difference between the values in a set of values
65% of males bought a snack when they rented a DVD and 40% of females bought a snack when they rented a DVD. This is an example where a researcher would: a) determine if there is a difference between the average of two samples b) determine if there is a difference between the average of two populations c) determine if there is a significant association between the two populations d) determine if there is a difference between males and females in terms of the types of snacks purchased e) determine if there is a difference between DVD renters and non-renters in terms of snacks
b) determine if there is a difference between the average of two populations
Although focus groups should encourage open, free-wheeling information, who has the task of ensuring that the conversation stays focused? a) focus group manager b) focus group moderator c) focus group gate keeper d) quantitative research assistant e) none of the above
b) focus group moderator
In an experiment, over which type of variable does a researcher have control and wish to manipulate? a) dependent variables b) independent variables c) extraneous variables d) exploitive variables e) reliable variables
b) independent variables
American Express executives hypothesize that 40% of college students own an American Express credit card. Testing this hypothesis is an example of: a) description b) inference c) comparing differences d) finding relationships e) type I error
b) inference
If we adopt a 95 percent level of confidence, we need a p-value, to be significant (i.e., flag is waving) if it is: a) less than 0.05 b) less than or equal to 0.05 c) greater than 0.05 d) greater than or equal to 0.05 e) 0.90 or greater
b) less than or equal to 0.05
Which type of relationship is a "straight-line" relationship between two variables and for which allows us to know the knowledge of one variable if we have knowledge of the other? a) causal relationship b) linear relationship c) monotonic relationship d) non-monotonic relationship e) curvilinear relationship
b) linear relationship
Which type of relationship is described by the formula: y = a + bx? a) causal relationship b) linear relationship c) categorical relationship d) Boolean relationship e) a beta relationship
b) linear relationship
Which of the following marketing concepts is an important reason for analyzing differences? a) new product development b) market segmentation c) channel of distribution strategy d) promotion mix e) product differentiation
b) market segmentation
When the scale type is ordinal the appropriate measure of central tendency is: a) mode b) mode or median c) mean d) ordinal mean e) all of the above
b) mode or median
Use the table to answer the following three questions. The table reports the frequency and percentage of respondents that belong to each of the six income categories. Value Number Percentage Under $5,000 25 6.3 2 $5,000-9999 40 10 $10,000-19,999 60 15 $20,000-24,999 70 18 $25,000-34,999 40 22.5 $35,000 and over 35 16.3 Prefer not to answer 40 10 Total 400 100 What is the data format of this variable? Can we calculate the mean and standard deviation of this variable? a) nominal; No b) ordinal; No c) interval; Yes d) ratio; Yes e) dummy; yes
b) ordinal; No
In experimental designs an R stands for: a) restricted use of complex variables b) random assignment of research subjects (e.g. stores) to groups (experimental and control) c) random assignment of treatments to either the independent or the dependent variables d) the reliable variable e) There is no R in experimental design terminology.
b) random assignment of research subjects (e.g. stores) to groups (experimental and control)
If a marketing manager were to need a statistical analysis to make a forecast or prediction, he or she would most likely use: a) hypothesis test b) regression analysis c) variance analysis d) correlation analysis e) population determination analysis
b) regression analysis
The Pretest-Posttest One-Group design a) can be diagrammed X O1 O2. b) results from the addition of a pretest to the one-shot case study design. c) is a type of quasi-experimental mortality. d) controls for history. e) can be used to measure the effectiveness of the experimental variable through the calculation O1-O2.
b) results from the addition of a pretest to the one-shot case study design.
The process of searching for and interpreting existing information relevant to the research problem can be described as: a) an experience survey b) secondary data analysis c) causal analysis d) exploitive research e) focus group research
b) secondary data analysis
Let's assume we find in a study that the correlation coefficient between number of years of education and cigarette smoking is -.89. This means that as education level increases: a) smoking tends to increase b) smoking tends to decrease c) smoking changes 89 percent d) smoking is nonexistent e) only 89 out of every 100 people in the study would not smoke
b) smoking tends to decrease
In order to be potentially useful for a marketing manager, differences must at minimum be: a) at a ratio of 2 to 1 b) statistically significant c) new and not part of existing knowledge d) at a ratio of 10 to 1 e) None of the above; any difference should be important to a manager.
b) statistically significant
An analyst is interested in testing the hypothesis H0 : μ = 15,000 ; H1 : μ < 15,000. The data consist of 20 observations of an interval variable but with unknown variance. The correct statistical procedure is the a) z-test b) t-test c) chi-square test d) analysis of variance e) goodness-of-fit
b) t-test
In bivariate regression analysis, the higher the R square value, the: a) lower the predictive power of the analysis b) the better the straight line's fit to the scatter points c) the worse the straight line's fit to the scatter points d) closer to 0 it will be e) None of the above; there is no R square value in regression analysis.
b) the better the straight line's fit to the scatter points
A statistically significant difference means: a) there is practical significance. b) the differences would remain in a large number of trials if we repeated the survey over many times. c) the p values are very large. d) the z values are very small. e) the x values are average.
b) the differences would remain in a large number of trials if we repeated the survey over many times.
40% women video renters buy snacks; 65% male video renters buy snacks. A computed t statistic is 4.5. Assuming the critical t value is 1.96, this means: a) nothing; z does not determine anything b) the null hypothesis is not supported; there is a true difference between the two percentages c) the null hypothesis is supported; there is a true difference between the two percentages d) the alternative hypothesis is not supported; there is a true difference between the two percentages e) the null alternative is supported; there is a true difference between the two percentages
b) the null hypothesis is not supported; there is a true difference between the two percentages
What method is used to compute the intercept and the slope in the regression analysis? a) parsimony b) the ordinary least squares c) the ordinary most squares d) the size of the coefficients e) none of the above; the intercept and slope are not computed in regression analysis
b) the ordinary least squares
A researcher is interested in comparing the usage of bank debit cards by consumers in rural (r) and urban (u) areas. Specifically, she wants to know if consumers in rural areas use bank debit cards less than consumers in urban areas. Each year for the past five years, she has surveyed 16 individuals (one-half urban, one-half rural) randomly selected from across the United States. She is specifically interested in any difrferences that may exist between the two groups with regard to usage. The results of the current study indicate that -people in urban areas use bank debit cards 12 times per month on average (xu=12) -people in rural areas use bank debit cards 10 times per month on average (xf = 10) -the standard deviation in means fo bak debit card usage in both rural and urban areas is 2 (su=sr=2) What test is appropriate for answering the above research question? a) one-segment one-tailed t-test b) two-segment one-tailed t-test c) one-segment one-tailed z-test d) two-segment two-tailed t-test e) two-segment one-tailed z-test
b) two-segment one-tailed t-test
According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. Select one: a. perceived anonymity b. response rate c. social desirability/sensitive information d. control of field force
b.
An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk. Select one: a. True b. False
b.
How would you rate Wal-Mart as a department store?Version 1Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the bestVersion 2Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best0 10 20 30 40 50 60 70 80 90 100The above scales are all examples of a ________. Select one: a. Likert scale b. continuous rating scale c. Semantic differential scale d. Stapel scale
b.
In the Kellogg's example given in your text, as a result of problem-solving research, Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market. Select one: a. True b. False
b.
Marketing managers continually make decisions based on assumed causal relationships. Because these assumptions may be justifiable, the validity of the causal relationships need not be examined via formal research. Select one: a. True b. False
b.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10The above design is an example of a ________. Select one: a. one group pretest-posttest design b. time series design c. pretest-posttest control group design d. multiple time series design
b.
Primary data should be the starting point in the search for external data. Select one: a. True b. False
b.
Probability sampling techniques are uncommon in international marketing research because of all of the following reasons except ________. Select one: a. the dominance of personal interviewing b. lack of trained researchers c. the inaccessibility of certain respondents, such as women in some cultures d. lack of suitable sampling frames
b.
Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques. Select one: a. True b. False
b.
Random sampling error has been found to be the major contributor to total error, whereas non-sampling error is relatively small in magnitude. Select one: a. True b. False
b.
Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S. markets, whether they are cities, counties, metro areas, or states. What of the following information is also true of the Survey of Buying Power? Select one: a. It features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. b. It features information on retail spending; and projections for future growth in these areas. c. It features statistics, rankings, and projections for every county and media market in the United States with demographic broken out by age, race, city, county, and state. d. All of the above are true.
b.
Sales analysis research is a type of problem solving research. Select one: a. True b. False
b.
The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values. a. interval scale b. ratio scale c. nominal scale d. ordinal scale
b.
The ________ is the standard deviation of the sampling distribution of the mean or proportion. a. variance b. standard error c. standardized variate d. standard deviation
b.
The ________ is the standard deviation of the sampling distribution of the mean or proportion. Select one: a. variance b. standard error c. standardized variate d. standard deviation
b.
The book advocates the use of social media to replace the traditional ways in which research is conducted. a. True b. False
b.
The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________. Select one: a. control of data collection environment b. diversity of questions that can be asked in a survey c. respondent control d. sample control
b.
The different types of scanner data are useful for a variety of purposes. Which of the following purposes applies to scanner data? Select one: a. data used for consumer beliefs b. making advertising decisions, including budget, copy and media, pricing c. data used to determine customer motives d. data used for establishing consumer attitudes
b.
The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S. Men and women could participate jointly in the focus group. Select one: a. True b. False
b.
The information obtained through marketing research becomes an integral part of the firm' ________ and ________. a. management information system (MIS); marketing information system (MIS) b. marketing information system (MIS); decision support system (DSS) c. decision support system (DSS); Competitive Support System (CIS) d. none of the above
b.
The mathematical symbols "π" and "p" represent a ________ for the population and the sampling distribution respectively. Select one: a. standard deviation b. proportion c. standard error of the mean d. variance
b.
The object that possesses the information sought by the researcher and about which inferences are to be made is a ________. Select one: a. population b. element c. census d. target population
b.
The objective of conclusive research is to better understand the problem. Select one: a. True b. False
b.
The online recruited Internet sampling technique can be further classified as convenience or judgment. a. true b. false
b.
To control for extraneous variables, a researcher may conduct an experiment in an artificial environment. This enhances external validity, but it may limit the generalizability of the results, thereby reducing internal validity. a. true b. false
b.
To properly identify the marketing research problem, it is best to state the problem in narrow, specific terms and identify its broad concepts. Select one: a. True b. False
b.
What is the main limitation of randomized block designs? a. They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. b. The researcher can control for only one external variable. c. The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. d. They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable.
b.
Which of the following is a disadvantage of the survey method of data collection? Select one: a. The data obtained are reliable because the responses are limited to the alternatives stated. b. Wording questions properly is not easy. c. The questionnaire is simple to administer. d. Coding, analysis, and interpretation of data are relatively simple.
b.
Which statement is not true about judgmental sampling? a. An extension of the technique involves the use of quotas. b. Each population element has a known and equal probability of selection. c. It does not allow direct generalizations to a specific population. d. It may be useful if broad population inferences are not required.
b.
Which statement is not true regarding the relationship between reliability and validity? Select one: a. If a measure is perfectly valid, it is also perfectly reliable. b. If a measure is perfectly reliable, it is perfectly valid. c. Reliability is a necessary, but not sufficient, condition for validity. d. Unreliability implies invalidity.
b.
_______ requires a detailed specification of how the sampling design decisions with respect to the population, sampling frame, sampling unit, sampling techniques, and sample size are to be implemented. Select one: a. Determination of the sampling frame b. Execution of the sampling process c. Determination of the sample size d. Selection of a sampling technique(s)
b.
________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. Select one: a. A decision support system b. Competitive intelligence c. A marketing information system d. Market intelligence
b.
involves measuring the extraneous variables and adjusting for their effects through statistical analysis. a. Design control b. Statistical control c. Randomization d. Matching
b.
Which of the following is an example of an interval scale? a. Female/Male b. Attitude toward an advertisement c. Social class d. Income e. Number of purchasers
b. Attitude toward an advertisement
Which of the following rules is NOT one you would use to develop bias-free questions? a. Avoid ambiguous questions b. Avoid simple words c. Avoid generalizations d. Avoid leading questions
b. Avoid simple words
When preparing to conduct a descriptive study, what should you NOT do if you don't have clear answers about who, what, when, where, why, and how? a. Delay collecting data until you can answer these questions. b. Begin collecting data so you can answer these questions. c. Do a small pilot study. d. Do some exploratory research.
b. Begin collecting data so you can answer these questions.
Which type of research is ideal for gathering primary data to compare attitudes toward a brand of energy drink between different ethnic groups? a. Exploratory research b. Descriptive research c. Secondary research d. Causal research
b. Descriptive research
If an action is legal, then it is ethical. a. True b. False
b. False
Much of the data that marketing managers need to make routine decisions do not exist inside a company's databases. a. True b. False
b. False
Which of the following is NOT what exploratory research is used for? a. Better formulating the manager's decision problem. b. Getting a definitive answer. c. Increasing the researcher's familiarity with the problem. d. Clarifying concepts. e. None of these statements are false; they are all true.
b. Getting a definitive answer.
Which type of scale is commonly used in marketing research for measuring consumer attitudes? a. Ratio b. Interval c. Ordinal d. Nominal
b. Interval
An automobile manufacturer whose research revealed a desire for status drove most new car purchases probably knows this from collecting what category of primary data? a. Behavioral b. Motivation c. Intentions d. Attitudes
b. Motivation
What is the first step in the method for developing an effective questionnaire? a. Determine question sequence b. Specify what information will be sought c. Prepare dummy tables d. Determine the method of administration
b. Specify what information will be sought
What problem, if any, is there with a closed-ended question asking for annual income with response options that include "Less than $20,000," "$20,000-$40,000," "$40,000-$60,000," and "$60,000 or more"? a. The response categories are not exhaustive. b. The response categories are not mutually exclusive. c. Both A and B d. There is no problem with these response categories.
b. The response categories are not mutually exclusive.
Which of the following factors would require a larger sample? a. When less precision in the estimate is needed b. When variation in the parameter in question increases c. When less confidence is required d. All of these factors require a larger sample.
b. When variation in the parameter in question increases
12. The bipolar adjective pair "helpful unhelpful" is used in a __________ scale. a. summated-ratings (Likert) b. semantic differential c. staple d. ranking scale e. none of the above
b. semantic differential
When a questionnaire uses fixed-alternative questions, that questionnaire is said to be a. open-ended. b. structured. c. disguised. d. unstructured.
b. structured.
Depth interviews are best classified as an example of the _____ method of communication. a. structured-undisguised b. unstructured-undisguised c. unstructured-disguised d. structured-disguised e. structured-open ended
b. unstructured-undisguised
Is this scale balanced or unbalanced? I buy Walmart brand products Strong Agree Agree Neither Disagree Strongly Disagree _______ _______ _______ _______ _______
balanced
data wholesalers
companies that put together consortia of data sources into packaes that are offered to municipal, corporate, and university libraries for a fee
What would you use to summarize a categorical variable? a) categorical summarization analyses b) mode and average c) mode and frequency or percentage d) standard deviation e) none of the above; you cannot summarize categorical variables
c) mode and frequency or percentage
Using ANOVA is much more advantageous than running _____ of the significance of the difference between means. a. multiple n tests b. multiple z tests c. multiple independent t tests d. multiple p tests
c
When the sample size is 30 or greater it requires the use of a _____. a. p test b. n test c. z test d. t test
c
Use the table to answer the following three questions. The table reports the frequency and percentage of respondents that belong to each of the six income categories. Value Number Percentage Under $5,000 25 6.3 2 $5,000-9999 40 10 $10,000-19,999 60 15 $20,000-24,999 70 18 $25,000-34,999 40 22.5 $35,000 and over 35 16.3 Prefer not to answer 40 10 Total 400 100 What is the mode of the distribution for this variable? a) $5,000-9999 b) $10,000-19,000 c) $20,000-24,999 d) $35,000 and over e) "prefer not to answer"
c) $20,000-24,999
Suppose that the relationship between sales (Y, in thousand dollars) and number of salespeople (X) is represented by the following regression equation: Y=105.2+35.8X. What will be the average contribution to sales of one additional salesperson? a) $35.8 b) $141,000 c) $35,800 d) $141 e) More information is needed
c) $35,800
Robert Amos is the marketing manager for TeleOptics Inc. TeleOptics offers a system that greatly enhances the viewing experience of home theaters by altering audio and video signals and creating ambient lighting. Because TeleOptics is a new product, Robert is considering offering a single package or a "Basic" package with several options at additional prices. He examines survey data that was conducted during the concept stage of product development. One research question asked owners of home theaters what they would be willing to pay for this enhancement system. Robert looked at the mean and standard deviations. Which one of the following sets of means and standard deviations would indicate that Robert should offer the "Basic" package and several options at additional cost? a) $75; 1.98 b) $100, .88 c) $95; 30.2 d) $88, .05 e) $101; 2.1
c) $95; 30.2
Mack Trucks decides to conduct an experiment to determine if a fine-tuned ad copy actually results in increased consumers' purchase intention compared to the original ad copy. They find a subject pool of 50 test units and randomly divide the 50 subjects into two groups—an experimental group (who watch the new ad copy) and the control group (who watch the original ad copy). Before exposing the subjects to any ad copies, Mack Trucks measures consumers' purchase intention. After showing subjects the experimental group the new ad copy and the control group the original ad copy, Mack Trucks measures consumers' purchase intention again. Which of the following represents the experimental design in this study? a) X O1 b) O1 X O2 c) (R) O1 X O2 (R) O1 O4 d) (R) O1 X O2 (R) O3 D O4 e) (R) O1 O2 (R) O3 D O4
c) (R) O1 X O2 (R) O1 O4
In a straight-line formula, the intercept is 4, the slope is 2, and the expected value of the error term is zero. If the independent variable is 6, the predicted variable's level is: a) 12 b) 14 c) 16 d) 18 e) 26
c) 16
If you have more than one independent variable in the regression analysis, you are running: a) bivariate regression b) single variable analysis c) multivariate regression analysis d) polyvariable regression e) none of the above; you cannot enter more than one independent variable in the regression analysis
c) multivariate regression analysis
A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A, B, and C. Over the years the percentages sold of each fabric are 50,35, and 15, respectively. Recently, the manufacturer began producing running suits from the same three fabrics. During the first three months of production, the company received orders for 6,600 suits made from fabric A, 3,000 from fabric B, and 2,400 from fabric C. What would be the expected number of running suits made of fabric B sold during the first three months based on past years' sales results of sweatshirts? a) 6,000 b) 1,800 c) 3,200 d) 4,500 e) none of the above
c) 3,200
Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 Given the above table, what percentage of households have a family size less than 4? a) 34% b) 66% c) 48% d) 52% e) 100%
c) 48%
Which of the following statements about cross-tabulation is FALSE? a) The cross-tabulation provides information on the joint occurrence of two or more variables. b) Cross tabulation is very useful for studying relationships between variables. c) Although a variable is part of a planned cross tabulation, it is still necessary to develop the one-way tabulation if one wishes to construct the frequency tabulation of the variable. d) All the above are true e) None of the above are true
c) Although a variable is part of a planned cross tabulation, it is still necessary to develop the one-way tabulation if one wishes to construct the frequency tabulation of the variable.
Which of the following is NOT true? a) Focus group companies often use clubs or church group lists from which to recruit participants. b) Focus group participants are NOT paid. c) Focus groups constitute representative samples. d) Focus groups generate fresh ideas. e) Focus groups allow clients to observe their participants.
c) Focus groups constitute representative samples.
A researcher is interested in comparing the usage of bank debit cards by consumers in rural (r) and urban (u) areas. Specifically, she wants to know if consumers in rural areas use bank debit cards less than consumers in urban areas. Each year for the past five years, she has surveyed 16 individuals (one-half urban, one-half rural) randomly selected from across the United States. She is specifically interested in any difrferences that may exist between the two groups with regard to usage. The results of the current study indicate that -people in urban areas use bank debit cards 12 times per month on average (xu=12) -people in rural areas use bank debit cards 10 times per month on average (xf = 10) -the standard deviation in means fo bak debit card usage in both rural and urban areas is 2 (su=sr=2) Let MUu and MUr be the population mean of usage rates for people in the urban and rural areas, respectively. Which of the following is the null hypothesis that the researcher should use in comparing the usage rates a) H0: MUu = mu; H1: MUu /= MUr b) H0: Xu = Xr; H1: Xu /= Xr c) H0: MUu = mu; H1: MUu > MUr d) H0: MUu = MUr; H1: MUu < MUr e) b) H0: Xu = Xf; H1: Xu >Xr
c) H0: MUu = mu; H1: MUu > MUr
A firm will follow a particular advertising strategy if the resultant expected sales are more than 20,000 units. The correct hypotheses for this decision rule are: __________ . a) H0: mu = 20,000; H1: mu= 20,000 b) H0: mu = 20,000; H1: mu < 20,000 c) H0: mu = 20,000; H1: mu > 20,000 d) H0: mu = 20,000; H1: mu /= 20,000 e) H0: mu => 20,000; H1: mu < 20,000
c) H0: mu = 20,000; H1: mu > 20,000
Which of the following statements is true? a) It is complicated and requires large computer memory. b) It gives you cause-and-effect statements, and it is expensive to run. c) It does not give you cause-and-effect statements, and you should not apply regression to predict data outside the boundaries of the data used to develop the regression model. d) It is expensive, and you should not apply regression to predict data outside the boundaries of the data used to develop the regression model. e) None of the above.
c) It does not give you cause-and-effect statements, and you should not apply regression to predict data outside the boundaries of the data used to develop the regression model.
Which of the following is NOT true regarding the independent variable in regression analysis? a) It is used to predict the dependent variable. b) It is the X's in the regression formula. c) It is predicted by the dependent variable. d) There is no cause-and-effect relationship between the dependent and the independent variables. e) None of the above.
c) It is predicted by the dependent variable.
Which best represents the correct meaning of statistical significance? a) The differences found in sample data may be found in other sample data. b) The differences found in sample data may be assumed to exist in the remainder of the sample. c) The differences found in the sample may be assumed to exist in the population. d) The differences found in the population may be assumed to exist in the sample. e) A significant difference means that managers will be able to use the difference in order to develop effective marketing strategies.
c) The differences found in the sample may be assumed to exist in the population.
Which of the following is NOT true of the range? a) It identifies the distance between the lowest value and the highest value in a set of numbers. b) Range can be used for ordinal, interval, and ratio data. c) The range tells you how often the maximum and minimum occurred. d) It provides some information on the dispersion by indicating how far apart the extremes are found. e) If you find that the range is very narrow, you know that the average is typical of many respondents.
c) The range tells you how often the maximum and minimum occurred.
If the correlation between two variables X and Y is equal to -0.9, which of the following is TRUE? a) The variable X and Y are highly related, whereby a positive change in X is accompanied by a positive change in Y. b) The two variables X and Y are not related to one another. c) The variable X and Y are highly related, whereby a negative change in X is accompanied by a positive change in Y. d) The coefficient of determination between X and Y is equal to -0.81. e) Both C and D are true.
c) The variable X and Y are highly related, whereby a negative change in X is accompanied by a positive change in Y.
Bivariate regression analysis is defined as a predictive analysis technique in which: a) a pattern in one variable is identified over time and projected into the future b) a relationship between three variables that exists across time is observed to make a prediction c) one variable is used to predict the level of another variable d) two variables are used to predict two others by the use of a scatter diagram e) three or more variables variances are analyzed
c) one variable is used to predict the level of another variable
Joy Ward is the director of marketing at Helmsley College. She has been studying marketing research data collected on a national sample of high school seniors who are planning on attending college. Based on a preliminary exploratory research, she identifies one important factor that affect students' choice of college is "programs highly valued in the job market." Joy is trying to determine if the importance of the job seeking program is statistically different between male students and female students with high SAT/ACT scores who live within 500 miles of Helmsley. She is intrigued with the marketing research data that measures the students' ratings of importance on the job seeking program, which is rated on the same 5-point importance scale ranging from 1 as "Very Unimportant" to 5 as "Very Important." Moreover, Joy has no information about any population parameters. Which of the following tests should Joy run? a) a one-tailed z test b) a two-sample one-tailed t test c) a two-sample two-tailed t test d) a two-sample one-tailed z test e) a two-sample two-tailed z test
c) a two-sample two-tailed t test
The t value is used for many tests instead of the z value because: a) it is easier to calculate and to interpret b) it is more widely known among statisticians c) assumptions of the z value are violated if sample size is less than 30 or if the population standard deviation is unknown. d) it is available on statistical software packages e) assumptions of the t value are violated if the sample size is 10 or less
c) assumptions of the z value are violated if sample size is less than 30 or if the population standard deviation is unknown.
Which of the following is a type of exploratory research which refers to a review of available information about a former situation(s) that has some similarities to the present research problem? a) secondary data analysis b) experience surveys c) case analysis d) projective techniques e) focus group research
c) case analysis
A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A, B, and C. Over the years the percentages sold of each fabric are 50,35, and 15, respectively. Recently, the manufacturer began producing running suits from the same three fabrics. During the first three months of production, the company received orders for 6,600 suits made from fabric A, 3,000 from fabric B, and 2,400 from fabric C. What is the appropriate test to determine whether sales results of the new running suit are similar to what would be expected given the previous sales history of sweatshirts made of the three fabrics? a) correlation analysis b) z-test to compare proportions c) chi-square test d) t-test for two means e) none of the above
c) chi-square test
American Express executives wish to know if there is a difference between the average dollar balance carried on credit cards between males and females. This is an example of: a) description b) inference c) comparing differences d) finding relationships e) transforming
c) comparing differences
Which type of statistical analysis would we use to determine if College of Business college graduates' starting salary was different from their counterparts in liberal arts? a) description b) inference c) comparing differences d) finding relationships e) type III error
c) comparing differences
In chi-square analysis, the greater the number of cells, the larger the degrees of freedom. The greater the number of cells, the more opportunity exists to calculate a large chi-square value. In other words, the chi-square value can be "inflated" not due to a real association but simply due to the fact that there are more cells in the analysis. This is why degrees of freedom are used to: a) determine how many cells you should analyze b) determine whether or not the computed chi-square value should be used for a post hoc test c) determine whether or not the chi-square value has a probability high enough to support, or not support, the null hypothesis d) all of the above e) none of the above; degrees of freedom is not calculated with the chi-square test.
c) determine whether or not the chi-square value has a probability high enough to support, or not support, the null hypothesis
The expression of how dissimilar respondents are to one another is referred to as ________. a) typical response identification b) central tendency c) dispersion d) mean e) mode
c) dispersion
While the assumptions of multiple regression require that both the independent and dependent variables be at least interval or ratio data, we may use nominal or ordinal independent variables by using: a) ratio scaled variables b) standardized beta coefficients c) dummy variables d) temporary variables e) semi-ratio variables
c) dummy variables
If you have five friends who tell you they all have had great experience with their purchase of a Chevrolet, and you used this evidence to decide to buy a Chevrolet, you would be using: a) consumer self-report and evaluation b) deductive statistics c) generalization or inference d) independent judgment e) statistical logic
c) generalization or inference
the chi-square test is useful for determining: a) if an association relationship exists between three nominal or ordinal variables b) if an association exists between two interval or ratio variables c) if an association exists between two nominal or ordinal variables d) if a non-linear relationship exists between two variables. e) if there is a linear relationship between two nominal or ordinal variables.
c) if an association exists between two nominal or ordinal variables
An experiment is defined as: a) something men and/or women in white coats do b) manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional complex variables c) manipulating an independent variable to see its effect a dependent variable, while also controlling for the effects of additional extraneous variables d) manipulating a dependent variable to see how it affects an independent variable, while also controlling for the effects of additional complex variables e) controlling for the effects of reliable variables on dependent variables
c) manipulating an independent variable to see its effect a dependent variable, while also controlling for the effects of additional extraneous variables
________ holds that within a product market, there are different types of consumers who have dissimilar requirements, and these differences can be the bases of marketing strategies. a) marketing b) promotion mix c) market segmentation d) product differentiation e) channel of distribution strategy
c) market segmentation
When the scale type is interval or ratio, the appropriate measure of central tendency is: a) mode b) median c) mean d) interval (or ratio) mode e) all of the above
c) mean
When a researcher is determining if two segments are statistically significant, he or she is considering the two segments as two separate populations and the question is whether or not the two different populations': a) z scores are the same b) t scores are the same c) parameters are different d) associations are different e) summarization values are the same
c) parameters are different
Assume you run a correlation analysis and there is a significant relationship. What can you use to determine how strong the relationship is? a) the strength coefficient, which ranges from 1 to 10, with 10 being the strongest b) the strength coefficient, which ranges from 1 to 5, with 5 being the strongest c) the size of the correlation coefficient d) the size of the beta e) none of the above; correlation is not measured in terms of strength
c) the size of the correlation coefficient
If we examine the frequency of a nominal variable and find it to be very dispersed (or stretched out), we can say: a) there is a low standard deviation b) there is an average standard deviation c) there is a high standard deviation d) there is low variance e) none of the above; frequency do not communicate anything about variability
c) there is high standard deviation
Suppose that you run bivariate regression analysis. Now, looking under your Coefficients output, you have an intercept value and a slope value. You should use these values only when: a) they are both significant, i.e., have Sig. values above 1.00 b) they are both significant, i.e., have Sig. values below 1.00 c) they are both significant, i.e., have Sig. values equal to or below .05 d) when at least one is significant, i.e., has a Sig. value above .80. e) None of the above; because the F value in the ANOVA was not significant, you should not have even looked at the Coefficients output.
c) they are both significant, i.e., have Sig. values equal to or below .05
Consider the Pretest-Posttest with Control Group design, (R) O1 X O2 (R) O3 O4 The difference (O2-O1) - (O4-O3) estimates a) history b) maturation c) treatment effect d) statistical regression e) effects of extraneous variables
c) treatment effect
When are laboratory experiments desirable? a) when the sample should be representative of the population to which the results are generalized. b) when the experiment's context and conduct are natural so that the subjects behave realistically. c) when the intent of the experiment is to achieve high levels of internal validity. d) when the intent of the experiment is to achieve high levels of external validity. e) Laboratory experiments are never desirable; they are used when field experiments are too costly.
c) when the intent of the experiment is to achieve high levels of internal validity.
If a correlation coefficient is not statistically significant: a) you can still use the size of the coefficient to indicate the amount of the association though you know it is not significant b) you can use the direction of the coefficient to indicate the nature of the association though you know it is not significant c) you must assume the correlation is zero; the coefficient has no meaning at all d) you should rerun the analysis to see if the beta is significant e) none of the above; all coefficients are statistically significant
c) you must assume the correlation is zero; the coefficient has no meaning at all
A ________ describes how the analysis will be structured once the data have been collected. Select one: a. dummy plan b. analysis table c. dummy table d. none of the above
c.
According to Figure 2.1 in the text, the components of the ________ consist of: objective/theoretical foundations, analytical models, research questions, hypotheses, and specification of the information needed. Select one: a. marketing research problem b. environmental context of the problem c. approach to the problem d. management decision problem
c.
All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text) except ________. Select one: a. detecting change b. accuracy c. representative sampling d. large amount of data collection
c.
Consumer research conducted in Mexico and Saudi Arabia used different sampling techniques for the same study. In Mexico, ________ was used by having experts identify neighborhoods where the target respondents lived; homes were then randomly selected for interviews. In Saudi Arabia, ________ employing the snowball procedure was used because there were no lists from which sampling frames could be drawn and social customs prohibited spontaneous personal interviews. a. systematic sampling; convenience sampling b. quota sampling; judgmental sampling c. judgmental sampling; convenience sampling d. systematic sampling; quota sampling
c.
G&R Research and Consulting) test ads using an at-home in-magazine context among widely dispersed samples. Test ads may naturally appear in the magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion, and ad reaction with responsive scheduling. The G&R is an example of surveys being used ________. Select one: a. to examine purchase and consumption behavior b. for market segmentation c. to evaluate advertising d. all of the above
c.
If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used. Select one: a. q-sort b. paired comparison c. constant sum d. rank order
c.
In ________ the sample size is not known in advance, but a decision rule is stated before the sampling begins. At each stage, this rule indicates whether sampling should be continued or whether enough information has been obtained. Select one: a. systematic sampling b. stratified sampling c. sequential sampling d. double sampling
c.
In marketing research, ________ scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies. Select one: a. nominal b. interval c. ordinal d. ratio
c.
Marketing research helps the marketing manager link the ________ with the ________ and the customer groups. Select one: a. marketing variables; marketing information system b. marketing information system; environment c. marketing variables; environment d. none of the above
c.
Respondents' inability to remember leads to three types of error. Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents? Select one: a. omission error b. creation error c. recall error d. telescoping
c.
Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________. Select one: a. volume tracking data b. scanner panels with cable TV c. scanner panels d. none of the above
c.
The effectiveness of a test commercial (X) may be examined by broadcasting the commercial a predetermined number of times and examining the data from a preexisting test panel. Although the marketer can control the scheduling of the test commercial, it is uncertain when or whether the panel members are exposed to it. The panel members' purchases before, during, and after the campaign are examined to determine whether the test commercial has a short-term effect, a long-term effect, or no effect. A ________ design was used in this research project. Select one: a. one-group pretest-posttest design b. pretest-posttest control group c. time series d. multiple time series design
c.
The marketing research proposal consists of many sections. The ________ section is normally a statement of the problem, including the specific components. Select one: a. executive summary b. approach to the problem c. problem definition/objectives of the research d. research design
c.
The mathematical symbols "σX" and "SX" represent a ________ for the population and the sampling distribution respectively. a. variance b. standard error of the mean c. standard deviation d. proportion
c.
The most serious disadvantage of observation is ________. Select one: a. if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods b. observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior c. the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences d. observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities
c.
The rate of occurrence of persons eligible to participate in the study expressed as a percentage is a. completion rate b. final sample size c. incidence rate d. initial sample size
c.
Which method of improving response rate involves offering potential respondents monetary and non-monetary gifts? a. motivating the respondents b. follow-up c. incentives d. prior notification
c.
Which of the following concerns are important when evaluating secondary data for international projects? Select one: a. The accuracy of secondary data may vary from country to country. b. Measurement units may not be equivalent across countries. c. Both A and B are correct. d. None of the above are correct.
c.
Which of the following is a characteristic of audit services (Table 4.3 in the text)? Select one: a. data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports b. household purchases recorded through electronic scanners in supermarkets c. verification of product movement by examining physical records or performing inventory analysis d. households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur
c.
Which of the following is a methodological application of focus groups? Select one: a. obtaining impressions of new product concepts b. generating alternative courses of action c. Both B and D are correct. d. generating hypotheses that can be tested quantitatively
c.
Which of the following is not a part of the questionnaire design process? Select one: a. Specify the type of interviewing method. b. Arrange questions in proper order. c. Develop sampling plan. d. Reproduce the questionnaire.
c.
Which of the following is not a problem with alternative-forms reliability? Select one: a. It is difficult to construct two equivalent forms of a scale. b. It is time consuming and expensive to construct an equivalent form of the scale. c. The results will depend on how the scale items are split. d. Both B and C are correct.
c.
Which of the following is not an objective of a questionnaire? Select one: a. A questionnaire should minimize response error. b. A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. c. A questionnaire must be easy to use. d. A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer.
c.
Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions? Select one: a. balanced versus unbalanced scales b. forced versus non-forced choice c. the order of the scale questions d. the number of scale categories to use
c.
Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? Select one: a. The computer checks the responses for appropriateness and consistency. b. Interim and update reports on data collection or results can be provided almost instantaneously. c. Multiple questions appear on the screen at one time. d. Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated.
c.
Which of the following statements is not true about the comparative scales technique? Select one: a. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. b. Comparative scaling is also referred to as non-metric scaling. c. An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. d. Comparative scales include paired comparisons, rank order, and constant sum scales.
c.
Which statement is not true about not-at-homes? Select one: a. Pre-notification and appointments increase the likelihood that the respondent will be at home when contact is attempted. b. Consumers are more likely to be at home in the evening as opposed to during the afternoon. c. Consumers are more likely to be at home on weekdays than on weekends. d. People with small children are more likely to be at home than single or divorced people.
c.
________ allow for the statistical control and analysis of external variables. a. Quasi-experimental designs b. True experimental designs c. Statistical designs d. Preexperimental designs
c.
________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. Select one: a. Single cross-sectional design b. Multiple cross-sectional design c. Cohort analysis d. None of the above
c.
________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. Select one: a. Construct validity b. Content validity c. Criterion validity d. Internal consistency validity
c.
________ is the problem confronting the decision maker. It asks what the decision maker needs to do. Select one: a. The marketing research problem b. The environmental context of the problem c. The management decision problem d. Problem definition
c.
Which of the following question/answer combinations represents the highest level of structure for a questionnaire? a. A closed-ended question with a blank text box for entering the answer b. An open-ended question with a blank text box for entering the answer c. A closed-ended question with a set of standardized response options d. All of these are equally structured.
c. A closed-ended question with a set of standardized response options
The introduction of New Coke in the early 1980s is an example of a product introduction, backed by research, that had a disastrous result. Why did the marketing research process fail in the case of New Coke? a. Because researchers forgot to ask any questions b. Because researchers asked too many questions c. Because researchers asked all the wrong questions d. Because researchers asked complicated questions
c. Because researchers asked all the wrong questions
In general, the first step in conducting exploratory research is to: a. Assemble a focus group. b. Perform an experience survey. c. Conduct a literature search. d. Perform an analysis of selected cases. e. Narrow a group of hypotheses to one specific hypothesis for investigation.
c. Conduct a literature search.
What must you do to improve the reliability of a measure? a. Increase random error b. Decrease systematic error c. Decrease random error d. Increase systematic error
c. Decrease random error
Which of the general approaches to marketing research focuses on describing a population? a. Causal research b. Population research c. Descriptive research d. Exploratory research
c. Descriptive research
Which of the following statements about descriptive research is NOT true? a. Descriptive research can be used to accomplish a wide variety of research objectives. b. Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems. c. Descriptive studies can be considered flexible. d. A descriptive study design is very different from an exploratory study design e. Descriptive studies require a clear specification of the who, what, where, why and how of the research.
c. Descriptive studies can be considered flexible.
Which of the following examples represents a strategy-oriented decision problem for a restaurant owner? a. Understanding consumer perceptions of competing restaurants b. Providing information about the overall awareness level of the restaurant in a target market c. Determining the effectiveness of two proposed advertising campaigns for the restaurant d. Providing information about customer satisfaction with the restaurant
c. Determining the effectiveness of two proposed advertising campaigns for the restaurant
Which method of mechanical observation could tell a researcher which section of a store shelf captured consumers' attention most frequently? a. Voice pitch analysis b. Galvanic skin response c. Eye camera d. Facial coding
c. Eye camera
What is the primary advantage of a focus group over other exploratory techniques? a. It overcomes the subjects' reluctance to discuss their feelings or provide truthful answers. b. Selected participants usually form a heterogeneous group. c. It features group interaction, allowing participants to hear and respond to others' ideas. d. It involves detached and prolonged observation of consumers' emotional responses, cognitions, and behaviors.
c. It features group interaction, allowing participants to hear and respond to others' ideas.
Which method of collecting primary data via communication cannot be projected to the overall population because the sample is nonrandom? a. Personal interviews b. Paper-based surveys c. Mall intercepts d. Telephone interviews
c. Mall intercepts
What is wrong with this question? "What is your annual income?" (please check) ____ $10,000-$25,000 ____ $25,000-$40,000 ____ $40,000-$55,000 ____ $55,000-$70,000 a. The categories are not of equal ranges. b. The alternatives are not realistic. c. The categories are not mutually exclusive. d. The categories are too broad. e. The categories are too narrow.
c. The categories are not mutually exclusive.
What is true about the types of scales used to measure an attribute? a. Lower levels of measurement have more properties. b. An attribute's properties should not determine which level of measurement is used. c. You should always use the highest level of measurement possible. d. The ordinal scale is the highest level of measurement.
c. You should always use the highest level of measurement possible.
The type of primary data that is represented by age, education, occupation, marital status, gender, income, or similar variables are known as a. behavioral. b. attitudinal. c. demographic/ socioeconomic. d. personality/lifestyle.
c. demographic/ socioeconomic.
Subjective Properties
cannot be directly observed because they are mental constructs, such as a person's attitude or intentions. Unobservable and intangible
human subjects review committees
carefully reviews propsed research design to try to make sure that no harm can come to any research participant. otherwise known as an institutional review board or IRB
Incentives
cash payments, gifts, or something of value promised to respondents in return for their participation.
Structured questions
closed-ended formatted questions; used in descriptive/measurement research
Modern marketing thought holds that firms should _____
collaborate with and learn from consumers
In marketing research, all of the following are levels of measurement EXCEPT ratio. ordinal. interval. nominal. conscious.
conscious.
Measure
consists of rules of assigning numbers to objects in such a way as to represent quantities of attributes
Re-sampling
constitutes a third means of respondent situation. A procedure in which the sample frame rate is tapped for additional names after the initial sample is drawn
pull technology
consumers request information from a webpage and the browser then determines a response, the consumer is essentially asking for the data.
Interval and ratio measurement are _____________ variables
continuous
Spurious correlation
correlation between variables but no logical reason as to why
The significance value depends on how _________ the decision is. The more ________, the smaller the alpha
costly
______ measure units from a sample of the population of interest at only one point in time.
cross-sectional studies
Which of the following statistics is not permissible for interval data (Table 8.1 in the text)? Select one: a. binomial test b. t-tests c. factor analysis d. harmonic mean
d.
Kroger is interested in the weekly spending of its customers who joined the loyalty program. If these loyal customers spend more than $200 per week, then it will be profitable to maintain the loyalty program. Kroger collects a sample of loyal customers with the sample size as 25. The average weekly spending in the sample is $220. The sample standard deviation is 15. What is the value of the test statistic that would be used in the comparison of the two means? What is the degree of freedom? a) 4; 24 b) 5; 25 c) 6.7; 25 d) 6.7; 24 e) none of the above
d) 6.7; 24
How can it be determined if an experiment is valid? a) The observed change in the dependent variable is in fact due to the independent variable. b) The results of the experiment apply to the real world outside the experimental setting. c) The results do not account for the effects of extraneous variables. d) Both A and B are correct. e) A, B, and C are correct.
d) Both A and B are correct.
How should researchers determine if case analysis is an appropriate component of exploratory research? a) They ask themselves questions to determine the relevance of prior cases. b) They determine how similar phenomena in the past is with phenomena in the present. c) it is not necessary to determine appropriateness, because case analysis should always be included in d) Both A and B are correct. e) None of the above are correct.
d) Both A and B are correct.
Which of the following statements concerning causality and association is true? a) If association is found, it means that one variable clearly causes the other. b) Absence of causality implies the absence of association. c) Causality can be clearly established by experimental as well as descriptive researches. d) Causality requires association. e) All of the above statements are true
d) Causality requires association.
A winery sees the market in three distinct segments based upon usage of wine; a dog food manufacturer sees the dog food market in 12 segments; Toyota offers 17 different models ranging from a two-seater sports car to the Avalon luxury car. These are all examples illustrating how: a) Marketers can take advantage of differences between market segments simply by a conceptual analysis of differences in the marketplace. b) Marketers should search for all differences between each of their products or services. c) Marketers could take better advantage of differences between market segments if they had a method of determining insignificant differences in the marketplace. d) Marketers can take advantages of differences between market segments and differences analysis can be used to discovery statistically significant, meaningful, and stable differences. e) There are differences in the market, and by knowing statistical methods that focus on data summarization, marketers can take advantage of these differences.
d) Marketers can take advantages of differences between market segments and differences analysis can be used to discovery statistically significant, meaningful, and stable differences.
Which of the following is NOT true of frequency and percentage? a) They quickly communicate how many respondents choose each of the different answers for a question. b) They reveal how much agreement or disagreement there is among the respondents in a Likert scale question. c) They express the dispersion of the respondents' responses. d) The frequency is preferred over percentages because frequency are intuitive and easy to handle. e) They are tabulations of the responses to a categorical question in a survey.
d) The frequency is preferred over percentages because frequency are intuitive and easy to handle.
A researcher is interested in comparing the usage of bank debit cards by consumers in rural (r) and urban (u) areas. Specifically, she wants to know if consumers in rural areas use bank debit cards less than consumers in urban areas. Each year for the past five years, she has surveyed 16 individuals (one-half urban, one-half rural) randomly selected from across the United States. She is specifically interested in any difrferences that may exist between the two groups with regard to usage. The results of the current study indicate that -people in urban areas use bank debit cards 12 times per month on average (xu=12) -people in rural areas use bank debit cards 10 times per month on average (xf = 10) -the standard deviation in means fo bak debit card usage in both rural and urban areas is 2 (su=sr=2) After looking up the t table at the end of the study guide, which of the following statement about the research findings is true? a) The researcher CANNOT reject the null hypothesis and find statistical evidence that people in urban areas use bank debit cards more than people in rural area. b) The researcher can reject the null hypothesis but do NOT find statistical evidence that people in urban areas use bank debit cards more than people in rural area. c) The researcher CANNOT reject the null hypothesis and did NOT find statistical evidence that people in urban areas use bank debit cards more than people in rural area. d) The researcher can reject the null hypothesis and find statistical evidence that people in urban areas use bank debit cards more than people in rural area. e) More information is need before a decision about the null hypothesis can be made.
d) The researcher can reject the null hypothesis and find statistical evidence that people in urban areas use bank debit cards more than people in rural area.
Creating a marketing database involves all of the following steps except ________. Select one: a. transferring raw sales information to a microcomputer b. analyzing information in terms of a customer's activity over the life of the business relationship c. enhancing consumer purchase information by overlaying it with demographic and psychographic information d. none of the above
d.
Michelle Steward is a marketing professor at Wake Forest University. Michelle had been asked by the administration to study a sample of classes at Wake to help the university understand the student population better particularly in terms of factors that differentiate students with high versus low GPAs. One of the questions asked was: "What score did you earn (0 to 100) on the last test that you took?" and another question in the study asked "How much time, estimated in numbers of minutes, did you study for the last test you took?" Michelle decided to run a Pearson Product Moment correlation analysis on these two questions. When she did, she also run a significance test. The result shows that the correlation between both variables is 0.98 and the p-value is 0.0001. Michelle knew that this meant: a) There was a significant non-linear association between the two variables. b) There was the presence of an association because the probability of supporting the alternative hypothesis is very low, less than 1 percent. c) There was the presence of a negative association; the probability of supporting the null hypothesis that there is no association is only .01 percent. d) There was the presence of a positive and significant association between the variables. e) None of the above; Michelle should not have run a Pearson Product Moment correlation because the two variables are both categorical (aka nominal).
d) There was the presence of a positive and significant association between the variables.
A single group of test units is exposed to an experimental variable and then is observed once for their response. This is what type of study? a) a Pretest-Posttest One-Group design b) a post-experimental study c) a static group comparison d) a One-Shot Case study e) a longitudinal study
d) a One-Shot Case study
When testing whether a true difference in average exists between two segment, the ________ hypothesis is that there is a true difference between the two segment averages that we are comparing. a) null b) true c) accurate d) alternative e) independent
d) alternative
The chi-square test is performed by: a) comparing a metric variable with a categorical variable b) comparing one frequency table with one cross-tabulation table c) comparing the difference among categories of more than three variables d) comparing observed frequency with expected frequency e) comparing the pie chart with the stacked bar chart
d) comparing observed frequency with expected frequency
With cross-tabulation, two variables are arranged in a: a) consistent and significant pattern b) cross-tabulation cell c) chi-square cell d) contingency table e) stacked bar table
d) contingency table
Which of the following emphasizes the division of the sample into subgroups so as to learn how the behavioral or dependent variable varies in terms of another descriptive or independent variable? a) longitudinal analysis b) coding c) cross-sectional analysis d) cross tabulation e) one-way tabulation
d) cross tabulation
You are an officer in you college's Student Marketing Association. You are looking for ways to ensure that members will join again the following year. Students tend to join for one semester or one year and then drop out. You decide to take a simple random sample of this year's members and give them a survey. One of the questions asks: Will you join the SMA next semester? Yes, No, Don't Know. Another question asks respondents to check all the following that they feel provides them with "value" by virtue of being in the SMA: free food at meetings, getting to socialize in a relaxed setting with fellow classmates, learning about businesses through the guest speaker program, getting job search information through the organization's "Career Search" program, and getting to know your professors on a more personal basis. You want to know which one(s) of these are related to whether or not students will join the SMA in the next semester. What analysis should you run? a) correlation analysis b) t-tests c) z-tests d) cross-tabulation with chi-square tests e) paired t-tests
d) cross-tabulation with chi-square tests
A researcher may want to compare: a) two percentages b) two averages c) one percentage with one average d) either a or b e) none of the above; researchers cannot make comparisons
d) either a or b
When a variable exerts influence on the dependent variable and is not an independent variable we refer to it as a(an): a) influencing variable b) unwanted variable c) complex variable d) extraneous variable e) reliable variable
d) extraneous variable
Assume a college professor wanted to know if the number of hours studied by her students was related to students' test scores. She would use: a) description b) inference c) comparing differences d) finding associations e) type III error
d) finding associations
American Express executives wish to know if there is an association between credit card balance carried and the number of credit cards owned. This is an example of: a) description b) inference c) comparing differences d) finding relationships e) type II error
d) finding relationships
________ is a statistical procedure used to "support" or "not support" the hypothesis based on sample information. a) confidence analysis b) standard error analysis c) specification support/rejection d) hypothesis testing e) sampling acceptance
d) hypothesis testing
When a computed z value (for a test for differences between two averages), say 4.21, is larger than z0.95 = 1.96, then this amounts to: a) support for the null hypothesis; the two percentages are different b) no support for the null hypothesis; the two percentages are NOT different c) support for the null hypothesis, the two percentages are NOT different d) no support for the null hypothesis; the two percentages are different e) None of the above; a z value is inappropriate for testing the differences between two averages.
d) no support for the null hypothesis; the two percentages are different
All of the following statements are true about external validity except ________. Select one: a. threats to external validity arise when the specific experimental conditions do not realistically take into account the interactions of other relevant variables in the real world. b. external validity is the basic minimum that must be present in an experiment before any conclusion about treatment effects can be made c. factors that threaten internal validity may also threaten external validity, the most serious of these being extraneous variables. d. A and C are true
d.
Examples of other government publications available from the federal government include all of the following except ________. Select one: a. Bureau of Labor Statistics b. World Factbook c. Bureau of Economic Analysis d. Periodical Abstract
d.
George Hubbard has nearly completed designing a survey for a political candidate. Not only is the candidate interested in knowing how constituents in her state feel about certain issues, but she is interested in knowing if attitudes toward these issues differ by demographic subgroups. One of the demographic questions George has added to the survey is religious preference. He asked this question in a way that respondents would indicate their preference by checking a blank alongside the name of several possible religious affiliations such as "Catholic," "Methodist," "Muslim," and so on. George knows that he should anticipate how he is going to analyze the data before he completes the survey questions. As he looks at the religious preference question, he knows that because it's measurement level is ________, he should use a ________ to report the central tendency and a ________ to report variability. a) ratio; median; range b) nominal; median; frequency or percentage c) ordinal; median; standard deviation d) nominal; mode; frequency or percentage e) interval; mean; standard deviation or range
d) nominal; mode; frequency or percentage
For purposes of comparison, we can convert the frequency by dividing the frequency of each value by the total number of observations, which results in the: a) mean b) variable c) count d) percentage e) standard deviation
d) percentage
Use the table to answer the following three questions. The table reports the frequency and percentage of respondents that belong to each of the six income categories. Value Number Percentage Under $5,000 25 6.3 2 $5,000-9999 40 10 $10,000-19,999 60 15 $20,000-24,999 70 18 $25,000-34,999 40 22.5 $35,000 and over 35 16.3 Prefer not to answer 40 10 Total 400 100 Given the frequency and sample size, how can we compute the percentage? a) percentage = frequency + sample size b) percentage = frequency - sample size c) percentage = frequency * sample size d) percentage = frequency/sample size e) none of the above is correct
d) percentage = frequency/sample size
Which of the following is true of the dependent variable in regression analysis? a) used to predict the independent variable, and it is the X in the regression formula b) used to predict the independent variable, and it is the Y in the regression formula c) predicted, and it is usually termed X in the regression formula d) predicted, and it is usually termed Y in the regression formula e) predicted by the categorical variable, termed I, in the regression formula
d) predicted, and it is usually termed Y in the regression formula
Which of the following is NOT an advantage of a focus group? a) generate fresh ideas b) allow clients to observe their participants c) allow easy access to special respondent groups such as lawyers and doctors d) produce quantifiable results suitable for statistical testing e) can provide information on a wide variety of issues
d) produce quantifiable results suitable for statistical testing
A researcher runs a correlation analysis between two variables that she is certain are associated but the analysis indicates the two variables are not associated. The researcher may then want to: a) run another association test and add three variables b) adopt a lower standard for determining significance, that is, a p value of .20 c) do nothing; if the association is deemed insignificant it is inappropriate to run further analyses d) run a scatter plot in search of a non-linear relationship e) run a scatter plot in search of a linear relationship
d) run a scatter plot in search of a non-linear relationship
In the formula for a straight line, the b stands for the ________. a) intercept b) dependent variable c) independent variable d) slope e) predicted variable
d) slope
If you have a question that has an interval or ratio data, which of the following should be used to report the variability? a) frequency distribution b) cumulative percentage distribution c) percentage distribution and range d) standard deviation and range e) accumulative percentage standard deviation
d) standard deviation and range
In a chi-square test, for a significant relationship to exist: a) the computed expected frequency should exceed the critical chi-square table value b) the chi-square value should exceed 1.96 c) there should be no differences between the observed and expected frequency d) the calculated chi-square value should exceed the critical chi-square table value e) the chi-square value must be greater than .05
d) the calculated chi-square value should exceed the critical chi-square table value
In the formula for a straight line, the intercept is known as: a) the dependent variable b) the variable used to predict the dependent variable c) the change in y for any unit change in x d) the point where the line cuts the y axis when x = 0 e) the coefficient
d) the point where the line cuts the y axis when x = 0
The t-test is inappropriate for investigating the difference in two sample means when a) the variance in the two populations can be assumed equal. b) the characteristic of interest is normally distributed in each population. c) a pooled estimator for the overall variance is warranted. d) the variable is ordinal or nominal data. e) the samples are independent.
d) the variable is ordinal or nominal data.
Let's assume we run a correlation analysis, and we get a correlation coefficient of .941 and a p-value of 0.000. These figures mean: a) there is 94.1 percent probability for supporting the null hypothesis. b) there is little or no probability for supporting the null hypothesis. c) there is little or no probability for supporting the null hypothesis, and there is a strong association. d) there is little or no probability for supporting the null hypothesis, and there is a strong, positive association. e) that more information is needed.
d) there is little or no probability for supporting the null hypothesis, and there is a strong, positive association.
In regression analysis, the statistical significance of the intercept and the slope are deemed significant if they are significantly greater or less than: a) their values on a previous test b) the least squares' criterion c) the most squares' criterion d) zero, the null hypothesis e) the .05 criterion
d) zero, the null hypothesis
According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria. Select one: a. response rate b. control of field force c. perceived anonymity d. social desirability/sensitive information
d.
In a depth interview, the interviewer should ________. Select one: a. avoid appearing superior and put the respondent at ease b. probe the respondent c. be detached and objective, yet personable d. all of the above
d.
In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the independent variable that was manipulated was ________. Select one: a. individual shoppers b. brand usage c. the likelihood of cashing the coupon d. the value of the coupon (15-cent versus 50-cent coupon)
d.
Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records. Select one: a. The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms. b. Maintaining these databases reduce grocery-store profits by 11 percent each year. c. In 2004, Congress proposed legislation limiting loyalty card programs. d. Most consumers are unaware that the supermarkets have all this information on them. e. Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs.
d.
The benefits of comparative scaling includes all of the following except ________. Select one: a. comparative scales involve fewer theoretical assumptions b. comparative scales are easily understood and can be applied easily c. small differences between stimulus objects can be detected d. comparative scales tend to reduce halo or carryover effects from one judgment to another
d.
The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs? Select one: a. communication b. candor c. continuity d. causality
d.
The major weakness of the time series design is the failure to control ________. Select one: a. instrumentation b. mortality c. selection bias d. history
d.
The primary objective of ________ is to provide insights into, and an understanding of, the problem confronting the researcher. Select one: a. causal research b. descriptive research c. conclusive research d. exploratory research
d.
The procedure for manually (calculating) testing significance of difference between two means from two different groups (either two different samples or two different groups in the same sample) is _______ the procedure used in testing two percentages. a. different from b. the opposite c. identical to d. similar to
d.
The researcher should rely on ________ to determine which variables should be investigated. Select one: a. theory b. objective evidence c. an analytical model d. all of the above
d.
To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time. Select one: a. discriminant validity b. convergent validity c. concurrent validity d. predictive validity
d.
To identify the management problem, the researcher must possess considerable skill in interacting with the DM. Which of the following is a factor that might complicate this interaction? Select one: a. The organizational status of the researcher or the research department may make it difficult to reach the key DM in the early stages of the project. b. There may be more than one key DM and meeting with them collectively or individually may be difficult. c. Access to the DM may be difficult and some organizations have complicated protocols for access to top executives. d. All of the above are correct.
d.
When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country. Select one: a. culture b. language c. patterns of social interaction d. all of the above
d.
Which method of improving response rate involves sending potential respondents a letter notifying them of the imminent mail, telephone, personal, or Internet survey? Select one: a. motivating the respondents b. follow-up c. incentives d. prior notification
d.
Which of the following is not a disadvantage of secondary data? Select one: a. Secondary data may be lacking in accuracy. b. The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. c. Secondary data may not be completely current or dependable. d. Secondary data may be expensive and time consuming.
d.
Which of the following statements about sample control is true? Select one: a. It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. b. Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. c. It can be difficult to prevent respondents from completing an Internet survey multiple times. d. All of the above statements are true.
d.
Which of the following statements about secondary data is true? Select one: a. Secondary data are originated by the researcher for the specific purpose of addressing the research problem at hand. b. Primary data should not be collected until the available secondary data have been fully analyzed. c. Secondary data are an economical and quick source of background information. d. Both B and C are true.
d.
Which of the following statements are true concerning questionnaire design for international marketing research? Select one: a. The questionnaire may have to be suitable for administration by more than one method. b. Unstructured or open-ended questions should be used with caution in countries with high illiteracy rates. c. It is desirable to have two or more simple questions rather than a single complex question. d. All of the above statements are true.
d.
Which of the following statements is true about cohort analysis? Select one: a. The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time. b. It is unlikely that any of the individuals studied at time one will also be in the sample at time two. c. A cohort is a group of respondents who experience the same event within the same time interval. d. All are correct.
d.
Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)? Select one: a. chi-square b. median c. range d. Both B and C are not permissible.
d.
Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process? a. analysis of secondary data b. qualitative research c. interviews with industry experts d. all of the above
d.
Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category? Select one: a. continuous rating scale b. Likert scale c. semantic differential scale d. Stapel scale
d.
Which statement is correct about defining the target population? Select one: a. Defining the target population involves translating the problem definition into a precise statement of who should and should not be included in the sample. b. The target population should be defined in terms of elements, sampling units, extent, and time. c. Imprecise definition of the target population will result in research that is ineffective at best and misleading at worst. d. All of the above statements are true.
d.
Which statement is not correct concerning international marketing and the use of comparative scaling techniques? Select one: a. Opinion formation may not be well crystallized. b. Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. c. In some developing countries, preferences can be best measured by using ordinal scales. d. None of the above statements are incorrect.
d.
Which statement is not true about the interval scale? a. equal differences in the characteristic lead to equal differences in measurement b. the interval scale is used for ordered data c. the interval scale is not used for numeric data d. the zero point on the interval scale represents the absence of the characteristic measured
d.
Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale? Select one: a. The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. b. With an odd number of categories, the middle scale position is generally designated neutral or impartial. c. A rating scale with an even number of categories should be used if the researcher wants to force a response. d. All of the above statements are true.
d.
________ can be useful when no sampling frame is readily available for selecting final sampling units but when the elements of the frame are known to be contained within a broader sampling frame. Select one: a. Systematic sampling b. Stratified sampling c. Sequential sampling d. Double sampling
d.
________ features statistical programs as integrated statistical packages for data analysis. Select one: a. EXCEL b. SPSS c. MINITAB d. SAS and SPSS e. SAS
d.
________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way. Select one: a. The environmental context of the problem b. Problem definition c. The management decision problem d. The marketing research problem
d.
________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words. Select one: a. Word association b. Expression completion c. Sentence completion d. Story completion
d.
________ is a statistical design in which the test units are blocked on the basis of an external variable to ensure that the various experimental and control groups are matched closely on that variable. Select one: a. Solomon four-group design b. Factorial design c. Latin square design d. Randomized block design
d.
________ is an approach in which data collection is based on physical traces, or evidence, of past behavior. Select one: a. Mechanical observation b. Personal observation c. Content analysis d. Trace analysis
d.
________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. Select one: a. Contrived observation b. Natural observation c. Structured observation d. Unstructured observation
d.
________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules. Select one: a. Rating b. Ranking c. Scaling d. Measurement
d.
is a method of adjusting for nonresponse in which the researcher tries to discern a trend between early and late respondents. This trend is projected to nonrespondents to estimate their characteristic of interest. a. imputation b. subjective estimates c. subsampling of nonrespondents d. trend analysis
d.
n = o^2z^2/D^2 Based on the above formula for sample size, sample size increases with increases in all of the items below except ________. Select one: a. sample size increases with an increase in the degree of confidence b. sample size increases with an increase in the precision level required of the estimate c. sample size increases with an increase in the population variability d. All of the above are true. Sample size increases with increases in all of the items above.
d.
A well-stated decision problem a. takes the manager's perspective. b. is as simple as possible. c. takes the form of a question. d. All of the above are correct.
d. All of the above are correct.
How can a company avoid the trap of researching the wrong problem? a. Meet with the client to get as much information about the problem/opportunity. b. Delay research until the problem is properly defined. c. Conduct exploratory research to pin down the issues. d. All of the above are correct.
d. All of the above are correct.
Marketing research should be avoided when a. the goal of the research is to support a particular position with pseudo-scientific results. b. attempting to sell products, services, or ideas under the guise of marketing research. c. when time, budget, or other resources are lacking to do the research properly. d. All of the above are correct.
d. All of the above are correct.
A manager needing to investigate why market share for a product has slipped might use which of the following exploratory research approaches to identify a research problem? a. Analysis of sales data in company databases b. A focus group with consumers c. A quick online survey of current product users d. All of these are appropriate exploratory research approaches in this example.
d. All of these are appropriate exploratory research approaches in this example.
Among the important reasons for studying marketing research are which of the following? a. Marketing research can be rewarding and fun. b. To learn to be a smart consumer of marketing research results c. To gain an appreciation of the process, what it can and cannot do d. All of these are correct.
d. All of these are correct.
Which of the following is a type of probability sample? a. Stratified b. Cluster c. Simple random d. All of these are probability samples.
d. All of these are probability samples.
Which of the following are not valid examples of marketing research? a. A salesperson using research study results to help sell products b. A politician using polling data to plan campaign strategies c. A media company using research to better understand its audience so it can better sell advertising d. All of these are valid examples of marketing research.
d. All of these are valid examples of marketing research.
To establish causality, what condition(s) must be met? a. There must be consistent variation between the cause and the effect. b. The time order of the cause and effect must be correct. c. Other explanations must be eliminated. d. All of these conditions must be met to establish causality.
d. All of these conditions must be met to establish causality.
What decisions must be made when designing scales? a. Whether to use a global or composite scale b. How many scale positions to use c. Whether to use an even or odd number of scale positions d. All of these decisions must be made when designing scales.
d. All of these decisions must be made when designing scales.
What is true about a ratio scale? a. It is the most powerful scale. b. It includes the properties possessed by less powerful scales. c. It can be used to compare intervals, rank objects by magnitude, or use numbers to identify objects. d. All of these statements about a ratio scale are true.
d. All of these statements about a ratio scale are true.
What is true about the use of panels in longitudinal studies? a. They are a fixed sample of elements, such as stores, dealers, or individuals. b. The panel remains relatively constant through time. c. The members of the panel are measured repeatedly. d. All of these statements about panels are true.
d. All of these statements about panels are true.
What is the risk of asking questions on a survey that are difficult to answer? a. Respondents may give an approximate answer. b. Respondents may ignore the question. c. Respondents may refuse to complete the survey d. All of these statements about questions that are difficult to answer are true.
d. All of these statements about questions that are difficult to answer are true.
Which test of memory is useful for measuring awareness of an advertisement? a. Unaided recall b. Aided recall c. Recognition d. All of these tests are useful for measuring awareness of an advertisement.
d. All of these tests are useful for measuring awareness of an advertisement.
If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring a. Motivation. b. Intention. c. Behavior goals. d. Attitude. e. Personality.
d. Attitude.
What is the question type that routes people to different survey items based on their responses? a. Alternate question b. Detour question c. Routing question d. Branching question
d. Branching question
The first stage of the marketing research process is Problem Determination. What is the best course of action if the phenomenon to be investigated is broad or vague? a. Gather primary data through a survey to clarify. b. Find a new research topic that is less broad or vague. c. Reject the research request. d. Conduct exploratory research to clarify the issue.
d. Conduct exploratory research to clarify the issue.
Which type of research should be conducted only when researchers know what the key issues are and what questions need to be asked? a. Exploratory b. Experiments c. Causal d. Descriptive e. Surveys
d. Descriptive
The president of the Cola Beverage Company is very concerned with declining sales of the company's flagship beverage and has asked for your assistance in finding the reason for the decline. The most appropriate way to begin this research project is with: a. A survey of consumers. b. An experiment in which price is systematically varied. c. Descriptive research. d. Exploratory research. e. Causal research.
d. Exploratory research.
Which of the following data collection methods is most costly? a. E-mail surveys b. Mall interviews c. Phone interviews d. In-home personal interviews e. Web surveys
d. In-home personal interviews
Which type of control involves the amount, type, and quality of information that can be retrieved from respondents? a. Sampling control b. Quality control c. Administrative control d. Information control
d. Information control
A hypothesis: a. Is a broad, vague problem statement. b. Cannot be discovered during research. c. Is only found in causal research. d. Is an educated guess about how two or more variables are related. e. Does not have clear implications for testing the relationship between variables.
d. Is an educated guess about how two or more variables are related.
The first key step in problem formulation: a. Select research problem(s) to be addressed b. Clarify the problem/opportunity c. Prepare and submit a research request agreement d. Meet with the client
d. Meet with the client
What type of sampling procedure relies on the initial set of respondents to identify others with the desired characteristics? a. Rippling sample b. Waterfall sample c. Referral sample d. Snowball sample
d. Snowball sample
customer oriented
describes a firm in which all decision are made with a conscious awareness of their effect on the consumer
Why might a researcher use a disguise in a questionnaire? a. To benefit from the brand awareness of the research sponsor b. To make the questionnaire shorter c. To make the purpose of the research obvious d. To hide the sponsor of the research
d. To hide the sponsor of the research
What is the first of several important decisions to make when collecting data through observation? a. Whether to use a natural or contrived setting for observation b. Whether to use disguised or undisguised observation c. Whether to use human or mechanical observation d. Whether to use structured or unstructured observation
d. Whether to use structured or unstructured observation
The three basic types of research are: a. experimental, descriptive, causal b. exploratory, demonstrative, causal c. exploratory, descriptive, experimental d. exploratory, descriptive, causal e. experimental, demonstrative, cause-and-effect
d. exploratory, descriptive, causal
The type of exploratory research to use when a researcher hopes that ideas will drop "out of the blue" or be fully developed because of the "snowball" effect is a. literature search. b. data mining. c. depth interviews. d. focus groups.
d. focus groups.
Which of the following is an advantage of the observational method over the survey (communication) method of gathering primary data? a. versatility b. speed c. cost savings d. objectivity e. none of the above
d. objectivity
It is reasonable to state that one object has twice as much of the attribute property when it has a score of 60 and the other object has a score of 30 when measurement is on a(n) ____ scale. a. nominal b. ordinal c. interval d. ratio e. interval or ratio
d. ratio
The section of a formal research proposal that discusses the editing and proofreading of questionnaires, coding instructions, and type of data analysis is a. the research design and data sources. b. the problem definition and background. c. the appendices. d. the analysis.
d. the analysis.
A causal research design is typically concerned with a. the frequency with which something occurs. b. the discovery of ideas and insights. c. how two variables vary together. d. the determination of cause-and-effect relationships. e. establishing priorities when studying competing explanations of phenomenon.
d. the determination of cause-and-effect relationships.
information
data formatted (structured) to support decision making or define the relationship between two facts.
______ alternatives are those marketing actions a manager considers which may resolve a problem.
decision
dependent vs indenpendednt
dependent: variable you are testing independent: variable chosen by the researcher for comparison purposes to test with the dependent
Measurement Purposes
determines 1. what information you will have about the object of study; it determines what you can or cannot say about the object. 2. the level of measurement dictates what type of statistical analyses you may or may not perform.
Least Squares Procedure
determines the best-fitting line by minimizing the vertical distances of all points from the line
Measurement
determining the nature of some characteristic of interest to the researcher.
Stratified random sampling
divide target population into groups, called strata, and select samples from each group
cluster sampling
divide the population into mutually exclusive and exhaustive subsets called clusters, then draw a random sample
As the margin of error goes up, H (desired degree of precision) goes ____________
down
convenience sampling
drawn at the convienence of the researcher
Role-playing sessions
dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondents role.
The manager of the local Jimmy John's store is interested in understanding whether sales are positively associated with customer satisfaction. If so, she wants to allocate more dollars on improving customer satisfaction. She collected monthly customer satisfaction (X) and monthly sales (Y) for consecutive 6 months. She finds that -the covariance between customer satisfaction and sales is 4 (Sxy = 4) -the standard deviation of customer satisfaction is 2.5 (Sx = 2.5) -the standard deviation of customer satisfaction is 2 ( Sy=2) What is the correlation between customer satisfaction and sales? a) 0 b) 0.5 c) 1 d) -0.8 e) 0.8
e) 0.8
Quota Sampling
ensures that various subgroups of a population will be represented on pertinent characteristics to the exact extent that the investigator desires
Which of the following is NOT a step in the typical hypothesis testing procedure? a) Specify the null and alternative hypotheses. b) State the level of significance. c) Compute the appropriate test statistic. d) Make a decision: retain or reject the null hypothesis. e) All of the above are appropriate steps in the typical testing procedure.
e) All of the above are appropriate steps in the typical testing procedure.
Identify in which of the following it would be useful for a marketing manager to test for differences between segments. a) A New Zealand winery wants to investigate differences between light, medium, and heavy wine drinkers. b) A retailer wishes to know if customer satisfaction is different between in-store versus online shoppers. c) A beverage company wants to know if a new beverage concept differs between users versus nonusers of the current brand. d) A department store wishes to know the differences between online catalog versus mail order catalog shoppers. e) All of the above situations would benefit from tests for differences between segments.
e) All of the above situations would benefit from tests for differences between segments.
Which of the following are caveats of correlation? a) It's use is limited to interval or ratio variables. b) It examines the association between only two variables. c) Do not assume cause and effect. d) It is limited to linear relationships. e) All of the above.
e) All of the above.
Which of the following statement is FALSE? The t-test to test a hypothesis about a single population mean a) applies when the variance of the variable is known. b) applies when the sample size is small; e.g., less than 30. c) applies when the variance of the variable is unknown. d) applies when the sample size is large; e.g., greater than 30. e) Both A and D are false
e) Both A and D are false
Michelle Steward is a marketing professor at Wake Forest University. Michelle had been asked by the administration to study a sample of classes at Wake to help the university understand the student population better particularly in terms of factors that differentiate students with high versus low GPAs. One of the questions asked was: "What score did you earn (0 to 100) on the last test that you took?" and another question in the study asked "How much time, estimated in numbers of minutes, did you study for the last test you took?" Michelle decided to run a cross-tabulation analysis on these two questions. When she did, she also ran the chi-square test. The result was a Pearson Chi-Square Value of 8.64 and a p value of 0.03. Michelle knew that this meant: a) There was a significant, positive association between the two variables. b) There was the presence of an association; the probability of supporting the null hypothesis that there is no association is only 3 percent. c) There was the presence of a negative association; the probability of supporting the null hypothesis that there is no association is only 3 percent. d) There was the presence of a positive, "very strong" association because the probability of supporting the null hypothesis that there is no association is only .03 percent. e) None of the above; Michelle should not have run a chi-square test because the two variables are interval or ratio data.
e) None of the above; Michelle should not have run a chi-square test because the two variables are interval or ratio data.
Jesse Pollard is the marketing director for SNERDLY TV Cable. He is considering offering a DVR service (digital video recording) to his customers and he is not certain what price they are willing to pay. He had a survey conducted and, after respondents were given a detailed description of the proposed DVR service, they were asked what price they were willing to pay for the service. The mean price was $30 a month. Based upon this mean, Jesse should: a) immediately offer the service for $30 a month b) examine the standard deviation c) examine the range d) examine the frequency and percentage distribution e) Pollard should actually examine all items covered in b through d before making the decision.
e) Pollard should actually examine all items covered in b through d before making the decision.
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. How many more Pepsi 12-pack can be sold during the the week of the Independence Day? a) 44 b) 27 c) 1.6 d) 0.102616951 e) The coefficient is not statistically significant. Thus, there will be no change in sales.
e) The coefficient is not statistically significant. Thus, there will be no change in sales.
Which of the following best describes the logic used in the Pretest-Posttest with Control Group experimental design that allows this design to be a true experimental design? a) The experimental group change (O2 - O1) contains the change in the independent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. b) The experimental group change (O2 - O1) contains the change in the complex variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the complex variable. c) The control group change (O2 - O1) contains the change in the independent variable due to the dependent variable and extraneous variables. When we subtract from this the experimental group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. d) The experimental group change (O2 - O1) contains the change in the dependent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. e) The experimental group change (O2 - O1) contains the change in the dependent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable.
e) The experimental group change (O2 - O1) contains the change in the dependent variable due to the dependent variable and extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable.
Pepsi is interested in understanding how prices and holidays affect Pepsi sales to help Pepsi design the promotional strategies during the holidays. It collects a two-year dataset from a number of retailers in New York state that includes The sales of Pepsi 12-pack, the price of Pepsi 12-pack, the price of Coke 12-pack. Moreover, Pepsi also has information on whether a week contains the Independence day, the Memorial day, and the Labor's day. The following table shows the result of a regression analysis. What does the R-square in this regression analysis mean? a) The regression analysis included 70.7% of the independent variables. b) The regression analysis uses 70.7% of the samples in the analysis c) The coefficients in the regression model are significant with probability 70.7%. d) The dependent variable in the regression analysis can explain 70.7% of the total variance in the independent variables. e) The independent variables in the regression analysis can explain 70.7% of the total variance in the dependent variable.
e) The independent variables in the regression analysis can explain 70.7% of the total variance in the dependent variable.
environmental scanning
entails all information gathering designed to detect changes in the external operating environment of the firm
systematic sampling
entire population is ordered, and elements are drawn using a skip interval
Tommy Prothro, a marketing manager for Golden Snack Bars, has commissioned marketing research to determine if one recipe of snack bar is superior to another recipe. More than 400 persons who were "snack bar eaters" were involved in taste tests and, after tasting both recipes, they were asked which recipe they would purchase the next time they purchased snack bars. Tommy is now looking at the data and he sees that recipe A had 53 percent stating a preference whereas recipe B had 47 percent. Tommy's brand manager felt this was "significant" evidence that the firm should produce recipe A. But Tommy wanted more evidence so he asked the research firm to run a test to determine if there was a significant difference between the two recipes. When the firm ran the test, they reported a t value of 5.64. This means: a) Tommy should follow the advice of his brand manager. b) There is statistical significance and one recipe of snack bar is not superior to another recipe. c) There is no statistically significant difference and one recipe of snack bar is not superior to another recipe. d) There is no statistically significant difference and one recipe of snack bar is superior to another recipe. e) There are statistically significant differences between the two recipe preferences in the population and one recipe of snack bar is superior to another recipe.
e) There are statistically significant differences between the two recipe preferences in the population and one recipe of snack bar is superior to another recipe.
Which of the following is NOT true of a scatter diagram? a) It plots data pairs in an x- and y-axis graph. b) It will portray the amount of covariation between two metric variables. c) It plots the points corresponding to each matched pair of x and y variables. d) When there is no apparent association or relationship between two variables, the points on a scatter diagram fail to create any identifiable pattern. e) There is no relationship between scatter diagrams and correlation coefficients.
e) There is no relationship between scatter diagrams and correlation coefficients.
The type of study design that affords the research the most control is a) a descriptive design b) an exploratory design c) a field experiment d) a sample survey e) a laboratory experiment
e) a laboratory experiment
Appropriate methods for conducting exploratory research would include: a) secondary data analysis b) experience surveys c) case analysis d) panel studies e) all of the above
e) all of the above
In hypothesis testing, the alternative hypothesis: a) is always implicit b) is always stated c) will be accepted if the stated hypothesis is rejected d) will not be accepted if the stated hypothesis is not rejected e) all the above are true
e) all the above are true
Consider the regression equation Y=5+16X1+38X2 relating annual expenditures on a particular product (Y) to X1 and X2, where X1 and X2 takes the value shown in the table. Which of the following is FALSE? The equation suggests a) an upper-class person could be expected on average to spend $38 per year more than a lower- class person on the product. b) a middle-class person could be expected on average to spend $16 per year more than a lower- class person on the product. c) a lower-class person could be expected on average to spend $5 per year on the product. d) an upper-class person could be expected on average to spend $22 more per year on the product than a middle-class person. e) an upper-class person could be expected on average to spend $38 per year on the product.
e) an upper-class person could be expected on average to spend $38 per year on the product.
It is true that when using concomitant variation as evidence of a causal relationship between two variables, a) the evidence of concomitant variation does not mean there is causal relationship between two variables. b) when evidence of concomitant variation is found, then there is causal relationship between two variables. c) the absence of evidence of concomitant variation implies that there is no causal relationship between two variables. d) there may be no causal relationship between variables even though there is initial evidence of concomitant variation. e) both A and D are correct
e) both A and D are correct
In evaluating your bivariate regression analysis findings you first determine whether or not a linear relationship between the independent and dependent variable exists in the population. Which of the following best describes what you are doing in this step? a) determining if the two variables have any covariation b) determining if the two variables vary together c) determining if the two variables belong in the same regression matrix d) determining if the two variables are isotonoic e) determining if there is statistical significance
e) determining if there is statistical significance
A lab experiment a) is more internally valid than a field experiment. b) affords the researcher greater control. c) better eliminates confounding factors. d) does b and c only e) does all of the above
e) does all of the above
What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting? a) extraneous experiment b) laboratory experiment c) causal experiment d) longitudinal experiment e) field experiment
e) field experiment
A ________ is a prediction about the population value based on prior knowledge, assumptions, or intuition. a) theory b) test c) specification d) marketing guess e) hypothesis
e) hypothesis
Use the following information for the next three questions. The table shows the number of men in each category, based on a study of 200 men. Weight or Adult Male in Pounds x Calories Consumed per Day What is the degree of freedom associated with the above test of association analysis? a) 9 b) 6 c) 199 d) 198 e) none of the above
e) none of the above
Which of the following designs represents the Pretest-Posttest with Control Group design? a) O-C b) IXO c) O1XO2 d) BXO1O2A e) none of the above
e) none of the above
Should you find there is no significant relationship in a cross-tabulation table, it: a) presents Column or Row Percentage with a warning b) presents both Column and Row Percentage c) presents only Column Percentage d) presents an asterisk e) none of the above; inspecting a table of non-significant relationships is not productive
e) none of the above; inspecting a table of non-significant relationships is not productive
Family Size and Ownership of a VCR by Household (Figures in millions of households) 8 Ownership of a VCR Family Size Yes No Row Total Less than 4 10 38 48 4 or more 24 28 52 Column Total 34 66 100 What relationship can be inferred from the above table between family size and owning a VCR? a) nothing can be inferred b) the smaller the family the more likely they are to own a VCR. c) a lower proportion of large families (4 or more) own VCRs than small families (less than 4). d) owning a VCR causes the family size to increase. e) ownership of a VCR tends to increase as family size increases.
e) ownership of a VCR tends to increase as family size increases
Lab experiment are primarily distinguished from field experiments by a) their manipulation variables b) their cost c) their validity d) their control e) their environments
e) their environments
If we run the chi-square test and we get a .02 p-value to support the null hypothesis, this means: a) there is NOT adequate support for the null hypothesis. b) there is NO association between the two nominal variables. c) there is only a 2 percent chance that the two nominal variables are systematically related. d) there is a significant association between the two ratio variables, and this information alone is adequate to explain the nature of the association. e) there is a significant association between the two nominal variables, but we still need to check the direction of the association.
e) there is a significant association between the two nominal variables, but we still need to check the direction of the association.
Which of the following statements about cross-sectional analysis is FALSE? a. Cross-sectional designs are the best-known descriptive designs. b. A quota sample can be used with a cross-sectional design. c. Cross-sectional studies provide a snapshot of the variables of interest at a single point in time. d. The sample of elements is typically selected to be representative of some known population. e. All of the above statements about cross-sectional analysis are true.
e. All of the above statements about cross-sectional analysis are true.
Exploratory research that attempts to draw from the knowledge and experience of those who have relevant information to the issue driving the research is an example of: a. Focus groups b. Data mining c. Nominal groups d. Case analyses e. Depth interviews
e. Depth interviews
manager of decision support systems
employee who supervises the collection and analysis of sales, inventory, and other periodic, customer relationship management (CRM) data
data
facts or recorded measures of certain phenomena
These questions are asked when one wants to disguise the sponsor of the study
filler questions
When are proportion formulas used?
for categorical variables - nominal - ordinal
When are mean formulas used?
for continuous variables - interval - ratio
Non comparative Scale
format that requires a judgement without reference to another object, person, or concept
Inerative
going out of order int the research process
scatter diagram
graphic plot of the relative position of two variables using a horizontal and a vertical axis to represent the values of the respective variables
construct
hypothetical variable that is usually measured by a respondents perceptions
A new use for a product is identified on social media, or those in a target market would like to shop online. What are these examples of?
identification of an opportunity
Data Code Book
in large-scaled projects, and especially in cases in which the data entry is performed by a subcontractor, researchers used a data code book, which identifies all of the variable names and code numbers associated with each possible response to each possible response to each question that makes up a data set.
Atmospherics
in retail the physical surroundings
Servicescapes
in services the physical surrondings
The ____ gathers data generated from information such as orders, billing, receivables, and inventory levels, etc.
internal reports system
What type of scale is this? " I love chocolate cake" Strong Disagree Disagree Neither Agree Strongly Disagree
interval
What type of scale is this? What is your ideal temperature of outdoor activates? 40 to 50 50 to 60 60 to 70 70 to 80
interval
In this question: extremely unfavorable __ __ __ __ __ __ __ __ extremely favorable 1 2 3 4 5 6 7 8 there is a physical distance between adjacent categories (equal), so respondents will treat differenes between them as equal In this type of measurement (state it), what type of central tendency measurements can be used?
interval measurement; mean, median, or mode
Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit?
interval scale
promotion research
investigates the effectiveness of advertising premiums coupons sampling discounts public relations, and other sales promotions.
sampling
involves any procedures that draws conclusions based on measurements of a portion of the population
Pricing
involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints
Semantic Differential Scale
is a unique bipolar ordinal scale format that captures a person's attitudes and or feelings about a given subject
Likert Scale
is an ordinal scale format that asks respondents to indicate their own attitude by checking how strongly they agree or disagree with the statements (popular means for measuring attitude)
In the third step of questionnaire design (determine the content of individual questions) one must ask if the question is _____________ and if ___
is the question necessary? does the question contribute to the info needed? filler questions?
If a specific case has a significant amount of item nonresponse ...
it should probably be eliminated in the editing process
When using the critical value, one must reject the H0 if the test statistic is ______________ than the critical value
larger
When designing a suvey that answers several estimates, use the n that is ___________ ; this will ensure that each variable is estimated with the required precision
largest
If there are sensitive topics, the surveryer should place these sensitive topics in the beginning or later in the survey?
later
Categorical Question
lists response options on the questionnaire that can be answered quickly and easily.
Boolean Logic
logical relationships between words in a search "and" "or" "not"
Sample Plan
logically joined, definitive sequence of steps that the researcher goes through in order to draw and ultimately arrive at the final sample.
____ are the two basic types of studies categorized as descriptive research.
longitudinal studies and cross-sectional studies
Market-tracking studies, which involve the monitoring of the same variables of interest over time, are a type of _____.
longitudinal study
Central-Office Edit
looking for detailed mistakes such as data entry errors and responses that are difficult to assess
Field edit
looking for obvious errors such as incomplete surveys, wrong sample, or straight-lining reuslts
Avoiding the trap of researching the wrong problem?
make sure the problem is well defined
The term often used to refer to the management and analysis of data to improve marketing decisions is known as ____.
marketing analytics
The ______ is the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.
marketing research proposal
Dataset
matrix arrangement of numbers in rows and columns similar to a Microsoft Excel spreadsheet.
empirical testing
means that something has been examined against reality using data
Rank-Order Scales
measurement scales in which the respondent compares two or more items and ranks them
Regression analysis:
measures the association between a criterion variable and one or more independent variables
Coefficient of Determination (R^2)
measures the proportion of variation in the dependent variable accounted for by the independent variable(s), measured between 0.0 to 1.00, the larger the number the stronger the linear relationship between the two variables
If outliers skew the data causing the mean to be inaccurate, one should use the ___________ instead
median
Orientation sessions
meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.
unobtrusive methods
methods in which research respondents do not have to be disturbed for data to be gathered
Alternatives in close-ended and structured questions must be _______ __________
mutually exclusive
When attempting for S to account for a larger variability of the population, one should use ____________
n-1 **using a smaller number gives a larger s**
Marketing Channel
network of interdependent institutions that perform the logistics necessary for consumption to occur.
What type of scale is this? How many times do you go to Walmart in a month? 0-2 2-4 4-6
nominal
What type of scale is this? What type of car brand would you buy? ____ Toyota ____ Chevy ____ Ford ____ Honda
nominal
Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification? ratio. ordinal. interval. nominal. conscious.
nominal.
Is this forced or non-forced scale? How satisfied are you with you Shantel use? Satisfied Kind of Satisfied Kind of Dissatisfied Dissatisfied
non-forced
What is this type of error: It Can even occur of use the entire population Arise due to errors in conception, logic, interpretation of questions and replies, statistics, coding, and analyzing This can be reduced by improving data collection method or design Problem: too focused on sampling error so increase the sample size •This could result in increased non-sampling error too
non-sampling error
Errors that arise in research that are not due to sampling; arise due to errors in conception, logic, interpretation of questions, replies, statistics, coding can be reduced by improving data collection method
nonsampling errors
research program
numerous related studies that come together to address multiple related research objectives
symptoms
observable cues that serve as a signal of a problem because they are caused by that problem
Participant observation
observing yourself as well as others in an environment
data validation
o determine whether a survey's interviews or observations were conducted correctly and are free of fraud and bias
Deliberate Falsification
occasionally people deliberately give false answers such as misrepresentation answers to appear intelligent, conceal personal information, and avoid embarrassment, bored with survey
Fatigue-related mistake
occur when the interviewer becomes tired.
Intentional fieldworker error
occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher.
Anonymity
occurs when the respondent is assured that his or her name will not be associated with his or her answers.
Confidentiality
occurs when the respondents is given assurances that his or her answers will remain private.
Unintentional respondent error
occurs whenever a respondent gives a response that is not valid, but that he or she believes that is the truth.
temporal sequence
one of the three criteria for causality deals with the time order of events,the cause must occur before the effect
non-spurious association
one of three criteria for causality; means any covariation between a cause and an effect is true and not simply due to some other variable.
concomitant variation
one of three criteria for causality; occurs when tow events "covary", meaning they vary systematically.
Unstructured questions
open-ended, the respondent replies in their own words; used mainly in exploratory research
Measurement that has a natural or absolute 0 -fixed arbitrary starting point with the same meaning to everyone -numbers imply rank ordering and intervals are comparable -can generate ratios -can be used for any type of data analysis
ratio measurement
The highest level of measurement from those in the following list is ratio. ordinal. interval. nominal. conscious.
ratio.
Tendency to forget an event entirely
recall loss
Most important part of executive summary?
recommendation
ethical dilemma
refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications
Online Panel Sampling
refers to consumer or other respondent panels that are set up by marketing research companies for the explicit purpose of conducting online surveys with representative samples.
performance monitoring research
refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity.
Data Entry
refers to the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis
Order
refers to the relative size of the descriptors
Random Online Intercept Sampling
relies on random selection of website visitors
In the third step of questionnaire design (determine the content of individual questions) one must also make sure that the respondent can _______________
remember the past information. To help, use aided recall questions so they do not underestimate
measurement
rules for assigning numbers to objects in such a way as to represent quantities of attributes
When firms make the right decisions, they produce products and services that their target markets perceive as having value. That translates into ____
sales, profits, and positive ROI
Cluster Sampling
sample frame is divided into clusters, the clusters need to be very similar and then the researcher selects several clusters to census OR selects samples from each cluster
quota sampling (non probability)
sample is chosen due to specific demographic behavioral, or attitudinal qualifications
This formula is used to calculate ______________: n = (〖 z〗^2 π (1 - π)) / H^2
sample size for a population proportion
Convenience Sample
samples drawn at the convenience of the interviewer.
Snowball sample:
samples in which informants provide contact information about other people who share some of the characteristics necessary for a study
Snowball sampling
sampling procedure in which initial respondents are selected by probability methods and additional respondents are obtained from information provided by the initial respondents - Used to locate members of rare population by referrals
Purposive Sample
sampling that require a judgement or an educated guess as to who should represent the population
Ratio
scales in which a true zero exists - such as an actual number of purchases in a certain time period, dollars spent, miles traveled, etc. Description and Order and Distance and Origin
Interval
scales in which the distance between each descriptor is known. usually one scale unit. Description and Order and Distance
Nominal Scales
scales that only use labels; that is, they possess only the characteristic of description. (race, religion, gender) Description
Packaged information is a special form of _____
secondary data
diagnostic analysis
seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products
Snowball sampling(non probability)
selection of additional respondents is based on references from intital respondents
Nonresponse Error
statistical difference between a survey that includes only those who responded and perfect survey that would also include those who failed to respond
With this type of sampling there are: -gains in efficiency (elements within the subsets should be homogenous) -all important segments of the population are represented - if a characteristic that is relevant to problem is overlooked, sample may not representative
stratified sampling
Test Statistical Significance (regression)
t-test is used to determine whether the beta coefficients are significantly different from zero
Arbitrary Approach
takes on a guise of "percent rule of thumb" saying that a sample size should be equal to a specific percentage of the population.
Normal statistics
testing the normal curve
Follow-up tests
tests that flag the means that are statistically different from each other, e.g. Scheffé
Cross researcher reliability
text and images coded similarly amoung different researchers
Significance level:
the acceptance level of error selected by the researcher - usually 0.05 - the level of error refers to the probability of rejecting H0 when it is actually true for the population
scanner data
the accumulated records resulting from point of sale data recording
Valid Measure
the accuracy between measurements. An assessment of the exactness of the measurement relative to what actually exists. A measure that is truthful
Scale Validity
the accuracy of a measure of the extent to which a score truthfully represents a concept
relevance
the characteristics of data reflecting how pertinent these particular facts are to the situation at hand.
promotion
the communication function of the firm responsible for informing and persuading buyers
marketing orientation
the corporate culture existing for firms adopting the marketing concept. it emphasizes customer orientation, long term profitability over short term profits and a cross functional perspective
Sample Frame Error
the degree to which the sample frame fails to account for all of the population
Integrated marketing mix
the effects of various combinations of marketing mix elements on important outcomes.
Population
the entire group under study as a specified by the objectives of the research project
Greek Letters
used by statisticians to represent population parameters. (alpha, beta)
Roman Letters
used by statisticians to represent sample statistics. (a,b,c..)
Cross Tabulation
used to compare 2 or more categorical variables
independent t-test
used to determine if 2 groups differ on a characteristic or variable that is assessed using a continuous variable
F-test
used to statistically evaluate the differences between the group means in ANOVA, only recognizes if there is a difference, does not which ones and how they are significantly different
F-test
used to statistically evaluate the differences between the group means in ANOVA; shows if differences are meaningful
Analysis of Variance (ANOVA)
used to test one or more categorical variables with a continuous dependent variable -if significant there is a difference between the groups
Drop-down Substitution
used when the researcher has a convenient listing of the entire population (telephone book) Essentially a "skip interval" but you skip to the next person if someone doesn't participate, once someone does you do a "skip interval" again.
What do you give your manager?
useful information
