MKT 386 (Ch 3)

B. construct

A _____ is an unobservable concept that is measured by a group of related variables. A. relationship B. construct C. variable parameter D. dependent E. hypothesis

True

A construct is an unobservable and abstract concept.

False

A dependent variable predicts or explains the outcome variable of interest.

True

A literature review can suggest research hypotheses to investigate.

B. true value of a variable

A parameter is defined as the _____. A. true value of the null hypothesis B. true value of a variable C. estimate of a variable, as determined through a sample D. estimate of the population parameter E. estimated value of a construct

True

A positive relationship is an association between two variables in which they increase or decrease together.

False

A primary research must always be conducted along with secondary data to address a research problem.

C. the literature review fails to yield a reasonable conceptual model

An exploratory research is recommended when _____. A. a full-scale study is likely to cost more than an exploratory study B. the researcher has greater expertise in conducting exploratory studies C. the literature review fails to yield a reasonable conceptual model D. the dependent variables are constructs E. the independent variables are constructs

A. variable

A _____ is an observable item that is used as a measure on a questionnaire. A. variable B. construct C. relationship D. hypothesis E. parameter

E. hypothesis

A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena. A. construct B. negative relationship C. sample statistic D. positive relationship E. hypothesis

True

A sample statistic is an estimate of the population parameter.

C. null

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true. A. maintained B. research C. null D. final E. alternative

C. alternative

A(n) _____ hypothesis states that there is a relationship between two variables. A. null B. final C. alternative D. default E. limited

A. independent variable

A(n) _____ is the variable or construct that predicts or explains the outcome variable of interest. A. independent variable B. dependent variable C. positive relationship D. negative relationship E. null hypothesis

A. literature

A(n) _____ review is a comprehensive examination of available information that is related to the research topic. A. literature B. extended C. internal D. external E. summary

True

Before using census data, researchers need to consider the timeliness of the data.

False

Bookmarking tools on scholarly sources show how many times a study is referenced by another document on the web and lists that number in the search results.

True

Both popular and scholarly sources can be tracked using web-based bookmarking tools.

False

Collecting data using consumer panels costs higher than using primary data collection methods.

E. model that shows variables and hypothesized relationships between variables.

Conceptualization of a model means developing a: A. research concept before developing a literature review. B. conceptual model of the geographic area from which the sample would be drawn. C. text-based model to do statistical testing of hypothesized relationships. D. conceptual model of a new product before it is tested in a lab setting. E. model that shows variables and hypothesized relationships between variables.

True

Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.

B. ensuring consistency of the original data with the current market study

Evaluating the purpose of secondary data involves _____. A. ensuring accuracy of the secondary data B. ensuring consistency of the original data with the current market study C. seeking multiple sources of the same original data to assure consistency D. finding flaws in the methodological procedures used in collecting the data E. determining the underlying motivation or hidden agenda for collecting the original data

False

If it is hypothesized that customer satisfaction depends on service quality, then service quality is the dependent variable in this relationship.

False

Internal secondary data is collected by organizations other than the company itself.

True

Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in the past.

C. are detailed, complete, and consistent

Major reasons for using government documents as secondary data sources is that they _____. A. are easily available in all marketing blogs B. include the number of previous citations C. are detailed, complete, and consistent D. provide information about past sales of the company E. can easily be tracked using web-based bookmarking tools

False

Many of the biases of consumer panels are also found in store audits.

True

Marketing blogs are a source of secondary data.

True

Media panels and consumer panels are similar in procedure, composition, and design.

True

Scholarly sources are used to obtain external secondary data.

B. commercial data

Store audits are used to provide _____. A. federal data B. commercial data C. open source data D. government data E. scholarly data

False

Syndicated data is the data available for free on various blogs and websites.

E. promote uniformity in data reporting by government sources and private businesses

The North American Industry Classification System (NAICS) codes are designed to _____. A. index major market research reports for a variety of private institutions B. index online publications available up to the current month and year C. provide the statistical foundation for the information available on the U.S. population D. provide a detailed profile of economic activity within a given geographic area E. promote uniformity in data reporting by government sources and private businesses

True

The end result of conceptualization is a visual display of hypothesized relationships.

False

The failure to reject the null hypothesis means that the null hypothesis is definitely true.

True

The ideas expressed in popular sources often involve secondhand reporting of information.

False

The logical starting point in searching for secondary data is to look for data in government documents and websites.

True

There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.

C. Null hypothesis

Which of the following hypotheses is always tested by statisticians and market researchers? A. Test hypothesis B. Alternative hypothesis C. Null hypothesis D. Statistical hypothesis E. Rejection hypothesis

A. Syndicated

_____ data is market research data that is collected, packaged, and sold to many different firms. A. Syndicated B. Noncommercial C. Open source D. Government E. Standardized

A. Deal proneness is predicted by a person's household income.

Which of the following situations treats "deal proneness" as a dependent variable in a relationship? A. Deal proneness is predicted by a person's household income. B. Deal proneness results in greater price sensitivity. C. Deal proneness predicts the time spent by a person shopping. D. Deal proneness does not depend on a person's age. E. Deal proneness leads to greater brand loyalty.

A. They provide accurate and specific reporting of socially sensitive expenditures.

Which of the following statements is true about consumer panels? A. They provide accurate and specific reporting of socially sensitive expenditures. B. They cost higher than primary data collection methods. C. They provide information obtained immediately at the point of purchase. D. They provide information about only the intentions or propensities to purchase. E. They help to generate information on effectiveness of shelf space and POP displays.

E. Internal data are the cheapest and most readily available sources of secondary data.

Which of the following statements is true about internal secondary data? A. It is expensive to access the sources of internal secondary data. B. Internal secondary data are not usable for future business decisions. C. It can be easily obtained from scholarly and government sources. D. Internal data sources are used after getting useful information from external sources. E. Internal data are the cheapest and most readily available sources of secondary data.

C. evaluate when the secondary data was collected

While evaluating secondary data, the accuracy criterion suggests that researchers must _____. A. seek out multiple sources to check consistency of data B. evaluate the overall procedure for collecting the data C. evaluate when the secondary data was collected D. carefully evaluate the data on how it relates to the current research objective E. determine the hidden agenda of the company that collected the secondary data

False

While modeling causal relationships, variables or constructs in relationships can only be dependent variables.

D. Sales invoices

____ are sources of internal secondary data. A. U.S. census data B. Scholarly data C. Marketing blogs D. Sales invoices E. Newspaper websites

C. Relationships

_____ are associations between two or more variables. A. Hypotheses B. Constructs C. Relationships D. Dependent variables E. Null hypotheses

B. U.S. census reports

_____ are sources of external secondary data. A. Customer letters B. U.S. census reports C. Accounts receivable reports D. Warranty cards E. Sales invoices

C. External secondary

_____ data are collected by organizations other than the company conducting the research. A. Internal primary B. Internal secondary C. External secondary D. External primary

A. Sample statistic

_____ is the value of a variable that is estimated from a sample. A. Sample statistic B. Parameter statistic C. Alternative statistic D. Sample parameter E. Alternative parameter