buad302 mc

Entires in the Pages of the Cleveland telephone book: _____________ Nominal Ordinal Ratio Interval

Nominal

Entires in the Pages of the Cleveland telephone book: _____________ Nominal Ratio Interval Ordinal

Nominal

Marital status of patients in a physician's office Ordinal Interval Ratio Nominal

Nominal

•Rating of 8 local plays (on a scale of poor, fair, good, excellent). Nominal Ordinal Interval Ratio

Nominal

Rankings of Tennis Players. Ratio Nominal Interval Ordinal

Ordinal

Which of the following is a technique that is used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions? Perceptual Mapping Retailing Wheel Optical Scanning Behavioral Targeting

Perceptual Mapping

The order characteristic refers to relative size or magnitude. Which of the following questionnaire items reflects the order characteristic? Do you recall seeing a Brand X for dish detergent in the past week? What is your age? Please rank each of the following brands in terms of your preference. Indicate whether you are male or female.

Please rank each of the following brands in terms of your preference.

Which of the following is true regarding primary information? Primary information refers to information that is collected in the early, or primary, stages of the marketing research process . Primary information is information that has already been collected for some other purpose. Primary information is information gathered on school children in the primary grades, first through fifth. Primary information is information collected specifically for the problem at hand.

Primary information is information collected specifically for the problem at hand.

At a trade conference, Dexter Alvarez finds high-interest about solar panel manufacturers for the rivets that his company makes. His company has never sold to the Solar panel manufacturing industry before. The conference was regional and only a few manufacturers attend this conference. So Dexter decides to hire a marketing research firm to survey solar manufacturers nationally and study their needs. In this example, Dexter is using marketing research to further investigate a(n) ________. symptom. opportunity. Problem.

Problem.

When a test actually measures what it was designed to measure, we say that it has good _____. Reliability Validity Correlation Variance

Validity

In multiple regression, the presence of correlations among the independent variables is termed ________. independence assumption. regression plane. multicollinearity. Additivity.

multicollinearity.

In a straight-line formula, the intercept is 4, the slope is 2, and the value of the independent variable is 6. The predicted variable's level is: 18 16 14 12

16

You have been asked to interpret the results from a regression analysis conducted using SPSS. In interpreting the standardized beta coefficients from the analysis output, which of the following would be true? A beta coefficient shows the change in the dependent variable for each unit change in the independent variable. The beta coefficient ranges from 1.00 to 3.00, and is a positive correlation coefficient. The beta coefficient is an F-ratio that has been recalculated to have a mean of 1 and a standard deviation of 0. A positive beta means as the size of an independent variable decreases, then the size of the dependent variable increases.

A beta coefficient shows the change in the dependent variable for each unit change in the independent variable.

For which of the following projects would secondary data collection likely be sufficient to arrive at a decision? A department store chain wants to know if its existing customers would spend more money in their store if a coffee shop was introduced. A pet food manufacturer wants to know if dogs would prefer a new type of dog food that their company has developed. A bank wants to know how its customers feel about a new service that they have introduced. A fast-food franchise wants to determine the market potential for a new type of specialty food in a certain geographical area.

A fast-food franchise wants to determine the market potential for a new type of specialty food in a certain geographical area.

Recently, Brenda conducted a survey-based research study in which a sample of Kraft Cheese customers were surveyed. This sample of customers were asked about their likelihood to purchase a new organic product being introduced by Kraft, Inc. For this sample, Brenda is interested in identifying the attitudes (that already exist in the database) and their degree of influence on consumers' likelihood to purchase the new product. She plans to use the results of the analysis to identify other customers in the Kraft Cheese database who are most likely to purchase the new product based on their attitudes and mail them a coupon to encourage trial. Which statistical analysis approach should she use?

Bi-variate Regression analysis. Multiple Regression analysis Pearson Correlation coefficient Independent Samples t-test

A distinction between exploratory and descriptive interviewing would be that __________________. There is no distinction—they would both be conducted the same way. Exploratory is looking for insights; descriptive is looking for quantification. Exploratory is looking for quantification of findings; descriptive is looking for insights Exploratory typically would involve conducting more interviews than descriptive.

Exploratory is looking for insights; descriptive is looking for quantification.

A distinction between exploratory and descriptive interviewing would be that _______________. Exploratory is looking for quantification of findings; descriptive is looking for insights Exploratory typically would involve conducting more interviews than descriptive. There is no distinction—they would both be conducted the same way. Exploratory is looking for insights; descriptive is looking for quantification.

Exploratory is looking for insights; descriptive is looking for quantification.

Semantic differential scales involve opposite response choices positioned at the endpoints of a continuum of intensity. Which of the following is an example? Check the line corresponding to your opinion: High prices ___ ___ ___ ___ ___ ___ ___ Low prices All of the above are examples of semantic differential scales. Do you recall seeing a Delta Airlines advertisement in the past week? ___ Yes ___ No Please indicate your gender. ___ Male ___ Female

High prices ___ ___ ___ ___ ___ ___ ___ Low prices

Temperature inside 10 refrigerators. Nominal Ratio Ordinal Interval

Interval

Which of the following statements is true about the information research process? It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information. It narrows the applicability of the research process in solving organizational problems and creating opportunities. A more appropriate name for the information research process is now the traditional marketing research process. It serves as a written contract between the decision maker and the researcher.

It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

Which type of method would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas about the different ways Tide could be improved? Mixed methods Quantitative methods Qualitative methods Survey Research

Qualitative methods

Physical Weight of Air conditioners (in lbs) Ratio Nominal Interval Ordinal

Ratio

Salaries of top 5 CEOs in the United States (in $) Ordinal Ratio Nominal Interval

Ratio

Horsepower of tractor engines. Nominal Ordinal Interval Ratio

Ratio`

Which term best describes the consistency of a scale/measure? Correlation Reliability Variance Validity

Reliability

_____ is one for which a respondent responds in the same or in a very similar manner to an identical or near-identical question. Valid measure Reliable measure Predictable measure

Reliable measure

Which of the following is a source of internal secondary data? Newspaper Websites Marketing Blogs Sales Invoices U. S. Census Data

Sales Invoices

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers (out of the given choices)? Competition is using MR, so we use it. Ensuring that subordinates are in favor of conducting MR. Doing it because your boss wants you to do it. Weighing the ratio of (cost of MR) to (benefit from MR)

Weighing the ratio of (cost of MR) to (benefit from MR)

In the equation of a straight line, Y = a + bX , if b = 0 then, which of the following statements is true? When X increases, Y decreases. When X increases, Y increases. Y is equal to 0. When X increases, Y remains constant.

When X increases, Y remains constant.

The "goodness" of predictions refers to _______. Choose the response that best fits what a "good prediction" means. consistent predictions. No answer text provided. accurate predictions. realistic predictions.

accurate predictions.

Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance? a. marketing research managers closely overseeing the work of subordinates in the marketing research industry b. looking for data on the internet about competitor performance tracking research that monitors c. how well products are performing in the marketplace describing the return on d. investment of firms using/not using marketing research

c. how well products are performing in the marketplace

Measurement reliability refers to the _______ accuracy of the scores. comprehensiveness of the scores. dependency of the scores. consistency of the scores.

consistency of the scores.

A test is said to accurately assess specific psychological and personality traits, psychological concepts, attributes, and theoretical characteristics. This assessment is likely to have good _________. construct validity content validity predictive validity concurrent validity

construct validity

All of the following are the uses of exploratory research EXCEPT: gaining background information. defining terms. clarifying problems and hypotheses. establishing causal relationships between variables.

establishing causal relationships between variables.

At Momentum Market Intelligence (MMI), a client experiences a 12% decline in market share. The client doesn't seem to know why their market share is declining. The BEST research design in this case is ____________. causal experimental exploratory Descriptive.

exploratory

True or false Reliability refers to whether we are truly measuring the concept of interest in our study.

false

The Likert scale, which asks respondents to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements, is used to measure ________. number of times the respondent has accessed a particular service. a question with "Like" and "Dislike" as the only response options. intensity of the phenomenon under study. number of tangible goods.

intensity of the phenomenon under study.

Which of the following refers to applying marketing research to a specific geographical marketing area? marketing research market research area research geographical research

market research

Marketing research depicts the Saturn Motorcycle shopper as a middle-aged, college-educated individual with an average annual income of $75,000. This is an example of: market segmentation research positioning research market analysis pricing strategy research

market segmentation research

Brenda Walsh - a market researcher with Kraft, Inc. has conducted a survey-based research study to better understand consumer attitudes toward eating healthy. The survey asked each respondent to indicate the degree to which they agreed with eight different statements regarding their attitudes toward healthy eating habits. In addition, data regarding their likelihood to purchase a new organic product being introduced by Kraft, Inc. Brenda is interested in understanding which of the attitudes have the greatest influence on consumers' likelihood to purchase the new product. Which statistical analysis approach should she use? independent samples t-test bivariate regression analysis. multiple regression analysis Pearson correlation coefficient

multiple regression analysis

Two important disadvantages of secondary data are __________ and __________ not up-to-date; not specific enough for the project tailor-made to specifications; out of date low cost; saves time cost; time-consuming to collect the data inexpensive; up-to-date

not up-to-date; not specific enough for the project

Apex Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of: retailing research pricing strategy research distribution strategy research positioning research

positioning research

The research conducted for Akron's Children's Hospital to determine the most effective communication messages to use in a new ad campaign being developed by the hospital is an example of _________. pricing research product research distribution research promotion research

promotion research `

In a census, a researcher attempts to _____. define the "known chance" of selecting a subject question or observe all the members of a defined target population use a small representative sample to generalize about the target population collect data from a small set of people from the target population

question or observe all the members of a defined target population

Age of students in a classroom. ordinal ratio interval nominal

ratio

Times required for mechanics to do a tune-up (in minutes) ratio nominal interval ordinal

ratio

Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis are collectively called retailing research test marketing perceptual mapping conjoint analysis

retailing research

For his marketing research study, Michael is using data collected and published by a trade association in his industry. The data used by Michael can be regarded as _____. secondary data raw data experimental data primary data

secondary data

The main purpose of ANOVA in bivariate regression is to _______. In other words, what does the p-value in the ANOVA table (in the Regression output) tell us? tell us if the model/line that we are fitting to the data is a linear model. provide us with a frequency distribution for further analysis. tell us if the model/line that we are fitting to the data is z-shaped. ANOVA table is not part of the regression output.

tell us if the model/line that we are fitting to the data is a linear model.

In the formula for a straight line (y = a + bx), the slope is defined as ________. the change in y for any 1-unit change in x the dependent variable the variable used to predict the dependent variable where the line cuts the y-axis when x = 0

the change in y for any 1-unit change in x

If the intercept is found to be 2 and the slope is found to be 5 in a regression result formula, then ______. y = 2 + 5x y= 2 + 5y y = 2 + 3x y = a + 2 (5x)

y = 2 + 5x

Causal research is most useful in _____. using historical data that has been previously collected for some research situation other than the current situation understanding consumer motivations and behavior that are generally evaluated using survey data. understanding which variables cause the effect being studied. generating insights that help in defining the problem situation

understanding which variables cause the effect being studied.

The extent to which a measure accurately measures what it is supposed to measure is referred to as the measure's _____. validity fidelity credibility Reliability

validity

Jeff Williams is the marketing director for Acme Ford. Jeff receives the customer satisfaction scores for the month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between: what was supposed to happen and what did happen. what will never happen and the present. what gap? what did happen and what could have happened.

what was supposed to happen and what did happen.