MKTG 4360 Final Study Set

Which of the following statements is false? -Ratio scales uniquely classify, preserve order and have equal intervals. -Nominal scales uniquely classify. -Semantic Differeintial scales are consider as being interval -All of the listed statements are true.

-All of the listed statements are true.

Which of the following is a condition necessary to use non-probability sampling? -When the sample is local as opposed to national -When you are very familiar with the target population -When you have to have the data collected immediately -All of the statements listed are necessary conditions

-All of the statements listed are necessary conditions

Which of the following statements about an interval scale is false? -It has the properties of an ordinal scale. -It uniquely classifies -It has an absolute zero point. -It has the properties of a nominal scale.

-It has an absolute zero point.

Which of the following statements about a Likert scale is not true? -Scale items may be summated to form a composite measure. -Likert scales present a statement and then ask respondents to state their level of disagreement/agreement with the statement. -Likert scales are considered to be continuous -Likert scales are considered ordinal and categorical.

-Likert scales are considered ordinal and categorical.

Which of the following statements is true? -Ordinal scales uniquely classify, preserve order and have equal intervals. -Ratio scales have an absolute zero -Nominal scales have equal intervals. -Interval scales uniquely classify, preserve order, have equal intervals and an absolute zero.

-Ratio scales have an absolute zero

Which of the following statements is correct? -Sampling error consists of administrative error and respondent error. -Response bias includes sample selection error and interviewer bias -Non-response error includes acquiescence and extremity bias -Respondent error consists of non-response error and response bias

-Respondent error consists of non-response error and response bias

Which of the following is not a category of observational research? -human behavior -mechanical observation -physical objects -all listed are categories of observational research

-all listed are categories of observational research

Which of the following is not an example of administrative error (errors that we as researchers make)? -interviewer cheating -sample selection error -data processing error -all listed are examples of administrative error

-all listed are examples of administrative error

The standard deviation: -is the most valuable measure of spread or dispersion. -does not have the limitations of the range. -does not have the drawbacks of the variance because its unit of measure is in the same unit of measure as the mean. -all listed statements are true.

-all listed statements are true.

Which of the following is NOT a category of exploratory research? -all statements listed are categories of exploratory research -secondary data -case studies -experience surveys

-all statements listed are categories of exploratory research

All of the following are important aspects of the marketing research process EXCEPT -making results publicly available to your competition -searching for and collecting information -analyzing the data -theory and objective development

-making results publicly available to your competition

Which of the following statements is true? -nominal and ordinal measures are generally qualitative and categorical -scales cannot be used to measure nominal level variables -attitudes cannot be effectively measured - all of the listed statements are false

-nominal and ordinal measures are generally qualitative and categorical

Which of the following statements is true? -ranking is ordinal and quantitative -Your ethnicity would be considered ordinal -semantic differential measures are ordinal in nature -none of the listed statements are true

-none of the listed statements are true

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:

-quantitative research

Which of the following statements about Qualtircs is False?

1. They Provide platforms that allow for survey design and data collection via consumer panels 2. Their software id very user-friendly 3. They provide tools for researchers and businesses wanting to gain information 4. All of the above

Which of the following is NOT part of the definition of marketing research?

- A step by step process -an objective (unbiased) process -the gathering of information - all are part of the definition of marketing research

Which of the following is an important aspect of the marketing concept? - a consumer orientation -an emphasis on long-term profitability -a cross-functional perspective for the coordination of the organization's activities -All of the listed items

- All of the listed items

Which of the following is a research approach that relies heavily on analysis from a historical perspective? -Phenomenology -Case study method -Grounded theory -Ethnography

- Case study method

Which of the following are reasons NOT to do research?

- benefits versus costs -availability of data -time constraints -all of the listed items are reasons not to do research

Which of the following is false? -The median is the midpoint - the mode is the midpoint -the mean is the same thing as the average -all listed statements are true

- the mode is the midpoint

Which of the following is a reason for using probability samples? -You are using a causal research design. -You're targeting a large, national sample. -All listed statements are reasons for using a non-probability sample -You do not have advanced knowledge of the population.

-All listed statements are reasons for using a non-probability sample

_____ is conducted to address a specific marketing decision, problem or opportunity for a specific firm or organization.

Applied research

Why do companies do marketing research?

Because collection of information reduced uncertainty in decision making

A database (Qualtics for example), of respondents who havea greed to participate in marketing research by completing a survey is called a ________.

Consumer panel

Which of the following statements are true? -a mean can be calculated with ordinal level measures -a median can be calculated for any level of measurement -only the mode can be calculated for nominal level data -you cannot calculate anything with ratio level data

only the mode can be calculated for nominal level data

"Hertz is ranked #1, Avis is ranked #2" implies ___________ data.

ordinal

A(n) ____________ scale ranks objects or alternatives according to their magnitude in an ordered relationship.

ordinal

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?

phenomenology

Drawing a subset of people from a larger population is called ___________?

sampling

A single element or group of elements that is eligible for selection via the sampling process is called a ____.

sampling unit

The attitude scale that uses bipolar adjectives to anchor each end of the scale is the:

semantic differential

The following is which type of scale? Modern ____:____:____:____:____:____:____Old-fashioned

semantic differential

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a:

sentence completion test

If you were to ask 15 people drawn at random to give you the names of 15 other individuals, all with a common characteristic, you would be utilizing a ____________ sampling technique

snowball

Stephanie was asked to look at two pictures of two different women, one woman is at work, the other is sitting on the beach. She was then asked which she thought would be the best one to use for branding a travel agency. Stephanie was participating in a(n):

thematic appreciation test

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?

time constraints

Melanie is using the Internet to gather information about revenue generated in her industry over the past 20 years.. What is Melanie performing?

trend analysis

The observation and analysis of changes in industry volume and brand share over time is called:

trend analysis

What is the value in doing observational research?

you have the benefit of observing behavior as it occurs

Which of the following best describes a stratified sample? -Divide the population into groups and then randomly select a subset from EACH group -Assign each member of the population a random number and them randomly select numbers -Randomly select a number and then go down the list and select every nth person -all listed describe a stratified sample

Divide the population into groups and then randomly select a subset from EACH group

Which of the following features distinguishes probability samples from non-probability samples?

Each element of the population has a known chance of being included in a probability sample.

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed off of each other's comments. What is this type of study called?

Focus group interview

Why is the standard deviation better than the range?

It provides a value that is in the same units as the data.

Which of the following is not an example of non-response error?

administrative error

Which of the following statements about surveys are false? -all the statements are true - survey is a method of primary data collection -The person who answers question is called a respondent -Surveys can obtain information about attitudes and demographic information

all the statements are true

You are asked to fill out a survey for the National Rifle Association, because you have very strong feelings regarding this organization (you either HATE guns or LOVE guns), it is likely that you will commit:

auspices bias

Which of the following are the types of marketing research based on the purpose for the research?

basic and applied

Which type of research tried merely to expand knowledge or to learn more about a marketing concept and is not intended to solve a particular marketing problem?

basic research

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the price?"

causal research

If I am working as political pollster and want to see what candidates are in the lead with registered voters, the best sampling plan would be for me to use: -stratified sampling -cluster sampling -convenience sampling -judement sampling

cluster sampling

If you divide a population into groups and then randomly select a subset of those groups and then select members from each randomly selected group, you have utilized which of the following?

cluster sampling

Age, gender, brand loyalty, and corporate culture are all examples of ____.

concepts

Juan has noticed that when the temperature rises, sales at his retail clothing store also tend to rise in a similar fashion. This is an example of:

concomitant variation

When considering evidence of causality, the fact that price changes tend to accompany increases/decreases in consumption illustrates the concept of:

concomitant variation

A concept with multiple items is called a:

construct

Marketers of snack foods (Keebler for example), who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n):

consumer orientation

To calculate a mean you need?

continuous data

A company asks the question, "Can we describe the age, gender, and income of our target market?" What type of research is being conducted?

descriptive research

All of the following are examples of exploratory research techniques EXCEPT: - Case studies - Experimentation - Pilot Studies - Secondary Data

experimentation

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. In these types of situations, these companies have little to no information going in. What type of marketing research is this?

exploratory

What type of research is being conducted if you have limited information and you want to answer the question: "Would this target market be interested in this type of new product?"

exploratory research

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?

fact-finding

Betsy and eleven other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely. Betsy is participating is a:

focus group interview

All of the following can be measured using continuous scales EXCEPT ____. -Gender -GPA -Temperature -Weight

gender

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

A survey question that asks you to rate something is an example of what type of question?

interval

The error caused by an interviewer who fakes the answers to a questionnaire would be:

interviewer cheating

A marketing vice-president, being an expert, tells the marketing department to schedule a test market in Dallas because, in his judgement, he feels that this city is "typical" of the composition of the target market they are trying to reach. The vice president is asking for a(n) ____.

judgment sample

Qualtrics specializes in providing solutions for the collection of:

Primary Data

Which of the following is the first step in in the research process?

Problem discovery and definition

Which of the following statements is false? -Only the mode can be calculated with nominal level data -Semantic Differential scales are examples of ratio level measurement -The mean can be calculated with interval and ratio scales. -Likert scales are considered interval level

Semantic Differential scales are examples of ratio level measurement

The scientific method can be thought of as:

The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions

Which of the following statements are true? -As a measure of dispersion, the variance is considered superior to all other measures of dispersion -The range is the best measure of spread -The range is just the square root of the variance -The standard deviation is the best measure of dispersion.

The standard deviation is the best measure of dispersion.

Which of the following is the first stage of the marketing research process?

defining the problem

The following is which type of scale: I am satisfied with my IBM computer. Disagree 1 2 3 4 5 6 7 Agree

likert

A firm focusing on how to provide value to customers than on the physical product or production process is embracing which orientation?

market oreintation

____ is the process of describing a concept numerically

measurement

If a question asks me to rank my favorite football teams, which of the following can I calculate with the data I obtain?

median and mode

Suppose a researcher is concerned with a nominal scale that identifies users versus nonusers of bank credit cards (2 separate and exclusive categories). The measure of central tendency appropriate to this scale is the:

mode

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 trend is an example of:

model building

in terms of marketing research, the _______ important a decision is strategically to the organization, the ________ likely that research will be undertaken.

more; more

"What is your gender? ______ M ______ F ______ other" is an example of what type of question?

nominal

A database of respondents who have agreed to participate in marketing research along with their e-mail contact information are called a(an) ____.

online consumer panel

When a respondent is asked to project her feelings onto a third party (e.g.) "your neighbor down the street"), this is called a(n):

protective technique

When you receive emails from companies trying to get you to visit their websites and purchase your products, this is an example of:

push technology

Kodetra is interpreting consumers' blog postings (the focus being on the words), on the Internet. Which of the following best describes the type of research Kodetra is conducting?

qualitative marketing research

A _________ is the result of a statistical fluctuation that occurs because of chance variations in the elements/ people selected for a sample .

random sampling error

Which of the following is not a measure of central tendency? median range mode mean

range

Measures of your weight, height, age and GPA would be considered as:

ratio scales

Issues of measurement (categorical/continuous, nominal/ordinal/interval/ratio), fall under which step in the marketing research process?

research design

In doing a research project for the SEC (South Eastern Conference), students enrolled at Auburn University would be considered as a(n):

sample

A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month). Instead of asking people at a shopping mall whether they download music from the Internet, he finds one person in the target market who qualifies, and then asks that person to suggest the names of two other males between the ages of 18-24 who download music. The researcher will invite those two to participate in the focus group, and then they are each asked to suggest two others similar to themselves to participate in the focus group study. This procedure describes ____.

snowball sampling

A measurement technique that presents a respondent with several objects and requires the respondent to arrange the objects into groups is:

sorting

A ______________ is an affirmation or message either auditory or visually presented below the normal limits of human auditory or visual perception.

subliminal message

Which type of measure assigns a value to an observation based on a summing of multiple statements/items?

summated (composite) measure

The most common way to generate primary data in marketing research is by means of:

surveys

Which of the following is NOT a form of Mechanical Observation? -use of Traffic Counters -Web Traffic -UPC Scanners -surveys

surveys

A ______________ results from some imperfect aspect of the research design that causes respondent error or results from a mistake in the execution of the research.

systematic error

If a researcher wishing to draw a sample from sequentially numbered invoices uses a random starting point, then draws every 5th invoice, she has thus drawn a ____________ sample.

systematic sample

Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution?

systematic sampling error