final mrkt

Which of the following refers to the basic level of investigation? A subpopulation A sample frame A sample unit A sample

A sample unit

Which of the following is NOT an advantage of using a sample versus a census? A) Ready access to respondents B) Cost C) Population size D) Smaller datasets to analyze

A) Ready access to respondents

________ is an advantage of person-administered surveys. Interview evaluation Slow speed Adaptability Human error

Adaptability

Of the following, which is NOT true of nonprobability samples? Sometimes called "haphazard sampling" Potential human error Can be prone to subconscious biases Can compute the chances of any one population member being selected into the sample

Can compute the chances of any one population member being selected into the sample

Which of the following has advanced significantly and opened new, efficient ways for marketing researchers to collect data? The explosion of social media Relaxation of privacy restrictions Computer and telecommunications technology New types of software solutions

Computer and telecommunications technology

________ should NOT be a consideration when choosing a survey method? The budget Easiest method for the researcher Deadline Incidence rate

Easiest method for the researcher

________ is NOT one of the important advantages associated with self-administered surveys. Reduced interview evaluation apprehension Reduced cost Respondent control Enhanced monitoring ability

Enhanced monitoring ability

Which of the following best describes a research technique used to generate ideas, to learn the respondents' "vocabulary" when relating to a certain type of product, or to gain some insights into basic needs and attitudes? Focus groups In-depth interview Role-playing Protocol analysis

Focus groups

________ is NOT an advantage of using survey methods. Insensitivity to subgroup differences Standardization Ease of administration Suitability to tabulation and statistical analysis

Insensitivity to subgroup differences

Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit? Ordinal scale Interval scale Ratio scales Nominal scale

Interval scale

Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit? Ratio scales Ordinal scale Nominal scale Interval scale

Interval scale

Which of the following technique is alternatively known as psychographics? Consumer index Lifestyle inventory Consumer inventory Psychometric inventory

Lifestyle inventory

Which of the following technique is alternatively known as psychographics? Lifestyle inventory Psychometric inventory Consumer inventory Consumer index

Lifestyle inventory

Researchers often use the ________ scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just demographics, offers direction for marketing decisions. Likert psychometric semantic differential lifestyle inventory

Likert

Researchers often use the ________ scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just demographics, offers direction for marketing decisions. lifestyle inventory Likert semantic differential psychometric

Likert

Researchers often use the ________ scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just demographics, offers direction for marketing decisions. lifestyle inventory psychometric semantic differential Likert

Likert

Which of the following best describes the major advantages of online surveys? Low cost, speed, and sample representativeness Easy-to-obtain email addresses, less expensive, and increased speed Real time access to data and availability of many respondents Low cost, speed, and real-time access to data

Low cost, speed, and real-time access to data

________ is NOT one of the four general ways of organizing observations. In situ versus invented Covert versus overt Direct versus indirect Mandatory versus voluntary

Mandatory versus voluntary

________ is(are) the determination of a description or amount of some property of an object. Attributes of properties Subjective and objective property levels Scale level Measurements

Measurements

________ include race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. Ordinal measures Scale measures Nominal measures Demographic measures

Nominal measures

________ include race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. Scale measures Ordinal measures Demographic measures Nominal measures

Nominal measures

Which of the following are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on? Objective properties Inanimate properties Subjective properties Animate properties

Objective properties

Which of the following are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on? Objective properties Subjective properties Inanimate properties Animate properties

Objective properties

________ is(are) a qualitative research technique in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented. Product research methods Observational research methods Behavioral research methods Mixed methods research

Observational research methods

Which of the following recruits large numbers of potential respondents who agree to take part in surveys for compensation? Social media research companies Media research companies Panel companies Focus group companies

Panel companies

Which of the following is NOT an advantage online focus groups have over traditional focus groups? Transcripts captured in real time Participants can be in different geographic locations No physical setup necessary Participants can taste or try products

Participants can taste or try products

When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer, this is what type of data collection? Person-administered survey Computer assisted Self-administered survey Computer-administered survey

Person-administered survey

________ are members of the population that represent probability samples. Persons who have a chance of being included in the sample Persons who have an unknown chance of being included in the sample Persons who can be found for survey purposes Persons who are likely to have been sampled before

Persons who have a chance of being included in the sample

Which of the following describes an entire group under study as specified by the objectives of the research project? Sample Census Population Study group

Population

________ are NOT among the four methods of data collection. Proxy-assisted surveys Mixed- mode or "hybrid" surveys Computer-assisted surveys Person-administered surveys

Proxy-assisted surveys

The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a person's ________ judgments into metric estimates. quantitative conscious unconscious Qualitative

Qualitative

Which of the following correctly describes collecting, analyzing, and interpreting data by observing what people do and say? Quantitative research Secondary research Qualitative research Primary research

Qualitative research

A company performs a consumer segmentation study then researchers use in-depth interviews to develop rich profiles of each segment. Which type of research does this describe? Quantitative and qualitative research concurrently Quantitative only research Qualitative before quantitative research Quantitative before qualitative research

Quantitative before qualitative research

Which of the following describes research involving the administration of a set of structured questions with predetermined response options to a large number of respondents? Quantitative research Secondary research Qualitative research Primary research

Quantitative research

The flipping of a coin to decide heads or tails, lottery numbers selected by numbered balls, a roulette wheel in a casino, and a hand dealt in a poker game are examples of what type of random sampling? Complex random sampling Random numbers method Gaming random method Random device method

Random device method

________ scale is 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. Interval Ratio Ordinal Nominal

Ratio

________ scale is 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. Nominal Ratio Ordinal Interval

Ratio

________ scale is 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. Ratio Ordinal Interval Nominal

Ratio

________is NOT an appropriate condition for the use of an observational study. Research conducted over a short time interval Research involving behavior patterns over lengthy time periods Public behavior Likelihood of faulty recall if respondents are asked about previous experiences

Research involving behavior patterns over lengthy time periods

A ________ is a subset of the population Subpopulation Sample Sample unit Sample frame

Sample

What is a master source of sample units in the population? Master sample unit Master population Sample frame Master frame

Sample frame

Which of the following is NOT a major disadvantage of observational research? Subjective interpretation required to explain observed behavior Seeing what consumers actually do Inability to determine consumers' motives, attitudes, and intentions Generally small sample size, which may not be representative of the population

Seeing what consumers actually do

________ is NOT an advantage of person-administered surveys. Suitability Rapport Quality control Feedback

Suitability

________ is NOT an advantage of computer-assisted surveys. Technical skills requirement Relatively error-free Speed Able to capture data in real time

Technical skills requirement

________ is the scale in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree—disagree scale for each of a series of statements. The psychometric scale The Likert scale The multidimensional scale The comparative scale

The Likert scale

________ is the scale in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree—disagree scale for each of a series of statements. The psychometric scale The comparative scale The multidimensional scale The Likert scale

The Likert scale

Researchers measure properties of measurements, which are the specific features or characteristics of an object that ________. may or may not be used in the research project can be aligned with a research objective can be used to distinguish it from another object can be used to associate it with another object

can be used to distinguish it from another object

An accounting of the complete population is a ________. census complete sample population accounting comprehensive accounting

census

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of ________. conducting market tests and taste tests concurrently conducting product testing simultaneously conducting primary and secondary research concurrently conducting quantitative and qualitative research simultaneously

conducting primary and secondary research concurrently

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of ________. conducting primary and secondary research concurrently conducting market tests and taste tests concurrently conducting quantitative and qualitative research simultaneously conducting product testing simultaneously

conducting primary and secondary research concurrently

When the research objective is to ________, focus groups may be an alternative. describe and predict explore and predict describe, explore, and predict explore or describe rather than predict

explore or describe rather than predict

Small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem are known as ________. experimental groups focus groups observation groups control groups

focus groups

A web camera is placed in a daycare center playground area to observe how small children use the playground equipment. This is an example of ________. covert observational research. direct observational research. unstructured observational research. in situ observational research.

in situ observational research.

A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum. interval ordinal ratio Nominal

interval

A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum. ratio nominal ordinal interval

interval

Researchers tend to have a ________definition of the population than managers. broader precise less specific more specific

less specific

Researchers often desire to measure subjective properties, which cannot be directly observed because they are ________ such as a person's attitude or intentions. mental constructs subliminal constructs distinct constructs ) objective constructs

mental constructs

Each question's wording is reevaluated during questionnaire development to make sure that it is asking what the researcher intends. In this process, at the same time, the researcher strives to ________. maximize question response minimize question bias standardize response levels standardize questions

minimize question bias

Each question's wording is reevaluated during questionnaire development to make sure that it is asking what the researcher intends. In this process, at the same time, the researcher strives to ________. standardize response levels maximize question response minimize question bias standardize questions

minimize question bias

A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices are ________ scaled. nominally ordinally differentially preferentially

ordinally

A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices are ________ scaled. preferentially ordinally nominally Differentially

ordinally

The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a person's ________ judgments into metric estimates. conscious qualitative unconscious quantitative

qualitative

The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a person's ________ judgments into metric estimates. quantitative conscious unconscious qualitative

qualitative

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed. tactical strategic qualitative quantitative

quantitative

The measure which a respondent responds in the same or very similar manner to an identical or near-identical question is called ________. nominal unreliable reliable variable

reliable

The measure which a respondent responds in the same or very similar manner to an identical or near-identical question is called ________. variable reliable nominal unreliable

reliable

The survey will reflect ________ whenever a sample is taken. a population subset sampling error the sample unit the subpopulation

sampling error

The essence of a "known" probability rests in the ________ rather than in knowing the exact size of the population. population estimate survey method sample size sampling method

sampling method

With nonprobability methods, there is no way to determine the probability even if the population size is known because the ________. selection technique is objective selection technique is non-scientific selection technique is subjective selection technique is uncertain

selection technique is objective

Scale development is the process of designing questions and response formats to measure the ________ of an object. inanimate properties objective properties animate properties subjective properties

subjective properties

Scale development is the process of designing questions and response formats to measure the ________ of an object. objective properties animate properties subjective properties inanimate properties

subjective properties

Scale development is the process of designing questions and response formats to measure the ________ of an object. objective properties inanimate properties subjective properties animate properties

subjective properties

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes. neuromarketing methods mixed methods focus group methods survey methods

survey methods

Marketing researchers take great care developing research questions measuring attitudes, beliefs, behaviors, and demographics because they ________. want positive research outcomes want reliable and valid responses want reliable and invalid responses desire long-term client relationships

want reliable and valid responses