MKT 444
False
A scale can be thought of as a generalized idea that represents something of meaning.
Model building
Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of:
True
Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.
True
Managerial action standards specify a performance criterion upon which a decision can be based.
False
Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.
Trie
Marketing researchers frequently use internal accounting data to generate sales forecasts.
Enivornmental scanning
Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?
True
Most survey research is descriptive research.
True
Piggybacking is a procedure in which one respondent stimulates thought among the others in a focus group.
Web tracking
Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?
Fact-finding
Purchasing data from a company such as NPD Group, Inc. on consumption of frozen pizza in the U.S. is an example of which objective for secondary data analysis?
Scanner-based consumer panel
A researcher gave Jaunita and her husband a bar-coded card, like a frequent-shopper card, that they give to the checkout clerk at the grocery store. Their code number is coupled with the purchase information recorded by the scanner. This family is participating is a(n):
Are the data in the correct unit of measurement?
A researcher who is interested in new car sales but who discovers that the secondary data are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion?
True
A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.
More objectivity
All of the following are advantages of in-house research EXCEPT:
Nonresponse error
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of:
5.2
Find the mean score of the following set of scores: 2,5,7,4,8
False
Fixed-alternative questions require more interviewer skills to administer than open-ended response questions.
Physical objects
Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?
False
Hidden, unobtrusive observation maximizes respondent error.
Stratified sampling
In which type of sampling is a subsample drawn using simple random sampling within each stratum?
Frequency distribution
Nicole has developed a set of data organized by summarizing the number of times a particular value of of a variable occurs. This is an example of a:
Within-subjects design
Which experimental research design involves repeated measures?
Marketing ethics
_____ is the application of morals to business behavior related to the exchange environment.
Nominal
_____ scales assign a value to an object for identification or classification purposes.
Experimental research
"Does package size affect consumption rates in snack products?" is a typical question in what type of research design?
Affective
"I hate asparagus" is an example of which component of an attitude toward asparagus?
Loaded
"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question?
Define the target population
When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to:
External validity
When a researcher tries to say that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is concerned with:
Sampling frame
When a researcher wants to study the members of the American Marketing Association and selects a sample from its membership list, the membership list is an example of a:
Informed consent
When a respondent in a research study agrees to participate in the research study, this is known as:
False
When a test market is conducted in five retail stores in Erie, Pennsylvania, this is an example of a laboratory experiment.
True
Response latency is the amount of time it takes to make a choice between two alternatives.
True
Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
Data conversion
Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of:
Respondent error and administrative error
Systematic error is divided into which two general categories?
Predictive anlytics
Talbot's, a women's clothing retailer, sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size. Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications, which is an example of:
Sample selection error
When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains:
Systematic error
When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?
Balanced
Which type of scale is the following?
Double-barreled
"Do you agree or disagree with the statement: The federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of what type of questions?
False
A convenience sample is a type of probability sampling method.
True
A disadvantage of secondary data is that the current researcher has no control over the accuracy of the data.
False
A person's attitude toward Tide detergent can be directly observed.
Increases; decreases
As sample size ____, random sampling error ____.
Diary panel data
Asking a group of households to record their consumption of certain products over a two-year period is an example of:
False
Asking general questions before specific questions in order to obtain unbiased responses is called the anchoring technique.
Participant-observer
Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____.
False
Concept testing is a form of pricing research.
Experimental group
The group receiving an experimental treatment is called the:
More objectively
A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project:
Filter
A question such as: "Have you ever received a speeding ticket?____ Yes ____ No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of questions?
Random
All of the following are advantages of survey research EXCEPT:
Entrapment
All of the following are errors associated with direct observation EXCEPT:
Gender
All of the following can be measured using ratio scales EXCEPT ______.
Probing
An interview technique that tries to draw deeper and more elaborate explanations from the discussion is called:
Closed
Another term for fixed-alternative question is _______ questions.
Product testing
Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?
True
Assume a professor uses a numbering scale and assigns a score of 1 - 20 points to each student's paper. If 1 student earns 16 points and another earns 20 points. We know that 1 student earns a higher grade by 4 points. This is an example of an interval scale.
Social desirability bias
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
Mutually exclusive
Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be:
True
Direct observation is a straightforward attempt to observe and record what naturally occurs.
False
If secrecy is a major concern, then it is best to use an outside research agency.
-4
If the average units produced in a month by a Ford Motor Co. plant for Ford Explorers is 22, but only 18 Explorers are produced on a given day in that same month, the deviation score for this one day is:
$120
If the price of CD players in Denver range from $59 to $179, the range of these prices:
True
In experimental research, independent variables are created rather than simply measured.
more; more
In terms of marketing research, the ______ important a decision is strategically to the organization, the ______ likely that research will be undertaken.
Probability sampling
In which type of sampling does every element in the population have a known, nonzero probability of selection?
Spatial relations and locations
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?
Faster; less
Obtaining secondary data is typically _____ and _____ expensive than obtaining primary data.
Provide multiple perspectives
One advantage of focus group interviews is that they ____.
False
One disadvantage of secondary data is that it cannot be converted to conform to a researcher's needs.
Confidentiality
One right a research participant has is that information involved in the research will not be shared with others, which is known as:
True
Open-ended response questions are valuable at the beginning of personal interview sessions.
False
Ranking measurements of attitudes provide interval data.
False
The midpoint of a distribution, above which and below which half of the scores fall, is called the mode.
True
The mode is the measure of central tendency that identifies the value that occurs most often.
Internal validity
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in:
Acquiescence bias
The tendency for respondents to agree with most questions in a survey is known as:
False
Timeliness means that the data are not more than a few years old.
True
Two major sources of survey error are random sampling error and systematic error.
Cross-check
What is it called when a researcher compares secondary data from one source with data from another?
Promotion research
When AT&T discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services, this was an example of which type of research?
Distribution research
When Sears conducted research to determine which products it should offer to customers over the Internet, this was an example of which type of research?
Face
When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has _____ validity.
Self-selection bias
When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, this is an example of:
Time constraints
When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?
Sampling frame error
Which type of error occurs when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame?
Fasle
When an interviewer asks: "Why do you feel that way?" during an in-depth interview, this is an example of a non-probing question.
Maturation effect
When salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales, this is an example of a:
Mortality effect
When some subjects exit the experiment before it is completed and this effects the results of the study, this is an example of a(n):
Research objectives
Which of the following essentially answers the question, "What information is needed to address this situation?"
Research question
Which of the following expresses the research objectives in terms of questions that can be addressed by research?
Supermarket scanner data
Which of the following is an example of behavioral tracking?
Identifying evaluating market opportunities
Which of the following is the first step in developing a marketing strategy?
Content anlysis
Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, Web sties, and the like?
Scientific method
Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
Funnel technique
Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
Field notes
Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?
