MKT 312 Final

A researcher may be investigating credit card usage and may want to see if high-income earners differ from moderate-income earners in how often they use American Express. What type of analysis might the researcher choose to compare expenditures by high-income earners versus moderate-income earners?

difference analysis

Evaluating secondary data based on the purpose criterion involves ________.

ensuring the data are consistent with the research objectives at hand

While evaluating secondary data based on the accuracy criterion, researchers must ________.

evaluate whether or not the data are out of date

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

exploratory

Research design types include

exploratory, descriptive, and causal

An experiment can have only one independent variable

false

For interval scales, it is not possible to calculate the mean and standard deviation

false

marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to increase investor returns

false

A researcher accumulates the gender of each respondent. Which of the following descriptive statistic would he or she likely use?

frequency and/or percentage distribution

a statement such as "consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a

hypothesis

Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of:

independent variables

The Pearson product-moment correlation requires that the data be measured on at least a ___ scale

interval

Which of the following is true of an ordinal scale

it allows responses to be rank-ordered in a hierarchical pattern

All of the following are experimental design elements EXCEPT for the ____.

manipulation of the dependent variable

the iceberg principle in marketing holds that

marketing decision makers are aware of only 10% of the true problem in research

With a nominal scale, the ________ is the appropriate measure of central tendency, and variation must be assessed by looking at the distribution of responses across the various response categories.

mode

Which of the following illustrates the abuse of respondents in marketing research?

not providing the promised incentive for completing interviews or questionnaires

the choice of the type of research design depends largely on

objectives of the research

Which of the following is an unethical practice of research users

obtaining first drafts of questionnaires from research providers and using the information to perform the research projects themselves

The difference between simple random sampling and systematic random sampling is that systematic random sampling

requires that a defined target population be ordered in some way

________ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected.

simple random sample

What is the measure of differences of all observations from the mean, expressed as a single number

standard deviation

The set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter is called:

statistical inference

Before polling the students of the Scion School of Business, a researcher divides all the current students into groups based on their class standing, such as freshmen, sophomores, and so on. Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the school. Which of the following sampling methods is the researcher practicing?

stratified random sampling

While studying the relationship between advertising and sales growth, a researcher determines that the relationship is sometimes weak and at other times moderate. This variation from one situation to another is the variation in the ________ of the relationship between advertising and sales growth.

strength of association

When the researcher must extract meaning from open-ended responses, results are

subjective

________ data are market research data that are collected, packaged, and sold to many different firms.

syndicated

A conceptual model becomes a theoretical model when

the dependent variables identified in the model are constructs

what portion of the proposal indicates whether the research will be exploratory, descriptive, or causal?

the research method

Which of the following statements is true about the t-test

the t-test provides a mathematical way of determining if the difference between two sample means has occurred by chance

the average squared deviation about the mean of a distribution of values

variance

Which situation is the LEAST conducive for qualitative research

when needing conclusive evidence to be drawn from data

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

a Likert scale

The three most common research tasks in integrated marketing communications are

advertising effectiveness studies, sales tracking, and attitudinal research

an important step in the problem definition process involves ______, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions

assessing the existing information state

which type of question has no natural order to the response categories

categorical

Unlike descriptive research, causal research requires researchers to

collect data using surveys

A(n) ________ is an unobservable, abstract concept that is measured indirectly by a group of related variables.

construct

an example of internal secondary data

corporate sales data

While designing a study, a researcher wonders if she should ask the respondents their age and gender. She is not sure if she will need that information later in the research process. She is trying to ________.

determine the relevant variable for her study

In which of the following relationships is "deal proneness" a dependent variable?

deal proneness is predicted by a person's household income

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

descriptive research

________ is flexible in that it allows the researcher to investigate whatever sources he or she identifies and to the extent he or she feels is necessary to gain an understanding of the problem at hand

exploratory

Which of the following helps generate insights that will help define the problem situation confronting a researcher?

exploratory research

If the estimated standard deviation is large, the responses in a distribution of numbers are close to the mean of the distribution.

false

If the means of two groups are the same, then the underlying distributions of the two groups must also be the same.

false

If you want to change your GPA (independent variable), you must change certain dependent variables such as amount of time devoted to study, class attendance, reading your text, and listening while in class.

false

Unstructured, informational research that is undertaken to gain background information about the general nature of the research problem is causal research

false

answers involve yes-no, agree-disagree, or any other instance in which the descriptors cannot be differentiated expect qualitatively, are example of ordinal measures

false

In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research?

generation, refining, and evaluating potential marketing actions

a new use for a product is identifies on social media for those in a target market that would like to have a service delivered to their doors. These would be examples of

identification of an opportunity

In the information research process, examining measurement issues and scales involves ________.

identifying the concepts to study and measuring the variables related to a research problem

Your client provided you with salary data of their employees and asked you to help determine whether their male employees (mean = $85,148) tend to make more money than female employees (mean = $84,996). To answer to the question, you would most likely run a(n):

independent sample t-test

The Spearman rank order correlation coefficient differs from the Pearson correlation coefficient in that the Spearman rank order correlation

is used when variables have been measured using ordinal scales, whereas the Pearson correlation coefficient is used when variables have been measured using ratio scales

which of the following is true about research based on a sample

it involves a small number of a target population from which researchers collect data

Bob conducts a statistical test and receives a p value of .0005. Based on this information, what can we say about the statistical test Bob calculated?

the test is statistically significant

In calculating the Pearson correlation coefficient, we assume that

the variables have been measured using interval or ratio scale measures

Which of the following is true of independent variables

their values are directly manipulated by the researcher

Which of the following is true of hypotheses

they are developed prior to data collection

Ratio scale measures are ones in which a true zero origin exists

true

The type of research characterized by collecting, analyzing, and interpreting data by observing what people do or say is qualitative research.

true

When Walmart was designing Walmart To Go, the retailer's online service that offers delivery or pick-up services in select markets, management had several service options available to offer customers and needed to know more about today's shopper. This is an example of using the market research system to design a marketing research study to address a specific situation facing the company.

true

ordinal scales indicate only relative size differences among objects: greater than, less than, or equal to

true

there are common categories of objectives. One of these including testing hypotheses that specify the relationship between two or more variable (ex. level of advertising and brand loyalty)

true

A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly in a circle. This indicates that the relationship (covariation) between the two variables is

very close to zero

Ray Kroc, the milkshake machine salesman who created McDonald's, observed that restaurants in San Bernardino, California, run by the McDonald brothers were so busy they burned up more milkshake machines than any of his other customers. Kroc took that observation and turned it into the world-famous fast-food chain. This is an example of exploratory research.

True

problems exist with secondary data because

data have not been collected specifically to address the problem at hand, but have been collected for some other purpose

which of the following is NOT an example of secondary research

data from a custom survey

Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to:

promotion research

Which of the following statements is true of qualitative research methods

qualitative researchers usually collect data from relatively small samples by asking questions

A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.

randomized

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 are examples of:

ratio scale

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?

reveal consumer needs, motives, perceptions, and attitudes

When presenting summarizations of data, the most useful tables are ones where a quick inspection will ________ of the findings.

reveal the basic pattern or patterns or the essence

The difference between probability sampling and nonprobability sampling is that in nonprobability sampling, ________.

sampling error is unknown