Marketing Research Sample Exam 1

A manager is interested in estimating the proportion of their current customers using mobile banking. The manager decides to accept a margin of error of ± 7% and a 95% confidence level. Suppose the manager decides to increase the precision of the study, and set the new margin of error to be ± 2%. Using the same standard deviation as in Question 37, what will the appropriate sample size be? (A) 2401 (B) 2402 (C) 2403 (D) 2404

A. 2401

The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers has any effect on attendance. Which of the following is the dependent variable? (A) Attendance (B) Level of TV Advertising (C) The number of channels on which ads are run (D) The number of repeat customers

A. Attendance

Researchers can estimate variability in three ways. Which of the following is NOT one of the three ways a researcher may estimate variability? (A) By examining research objectives against costs (B) By assuming maximum variability (σ=0.5) (C) By seeking previous studies on the population (D) By conducting a small pilot study

A. By examining research objectives against costs

Which statement best describes the potential uses of descriptive research? (A) Descriptive research can be used to estimate proportions and describe characteristics. (B) Descriptive research can be used to establish cause and effect and describe characteristics. (C) Descriptive research can be used to estimate proportions and manipulate independent variables. (D) Descriptive research can be used to generate beginning hypotheses and manipulate independent variables.

A. Descriptive research can be used to estimate proportions and describe characteristics

The question, "How would you judge the price and quality of this product?" is (A) double-barreled. (B) leading. (C) contains an implied alternative. (D) forces generalization on the part of the respondent.

A. Double-barreled

Research design types include: (A) Exploratory, descriptive, and causal. (B) Exploratory, exploitive, and casual. (C) Deductive, descriptive, and causal. (D) Exploratory, causal, and prescriptive.

A. Exploratory, descriptive, and casual

Which of the following about Decision Problem is true? (A) It is action oriented. (B) It specifies what information is needed. (C) It focuses on the underlying causes. (D) It specifies from whom the information should be gathered.

A. It is action oriented

A sample frame (A) is a list of population elements from which the sample will be drawn. (B) is the list of the sample. (C) usually provides biased statistics. (D) is a form of probability sampling.

A. is a list of population elements from which the sample will be drawn

A manager is interested in estimating the proportion of their current customers using mobile banking. The manager decides to accept a margin of error of ± 7% and a 95% confidence level. As of now, the manager cannot find any prior research on the proportion of consumers using their mobile phones for online baking. What standard deviation would you recommend the manager to use? (A) 0.07 (B) 0.5 (C) 0.95 (D) 0.05

B. 0.5

A manager is interested in estimating the proportion of their current customers using mobile banking. The manager decides to accept a margin of error of ± 7% and a 95% confidence level. What should the z score be for the manager? (A) 1.65 (B) 1.96 (C) 2.58 (D) 0.95

B. 1.96

A longitudinal study is characterized by each of the following statements EXCEPT: (A) It involves a panel, which is a fixed sample of elements. (B) Characteristics of the elements, or sample members, are measured only once. (C) Elements may be stores, individuals or other entities. (D) The panel remains relatively constant through time.

B. Characteristics of the elements, or sample members, are measured only once.

What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables? (A) Hypothetical research study (B) Experimental research study (C) A procedural study (D) An observational study

B. Experimental research study

A _______ brings together a small number of individuals to talk about a topic of interest to the researcher. (A) In-depth interview (B) Focus group (C) Secondary data analysis (D) Case analysis

B. Focus Group

Margin of sample error can be decreased by (A) decreasing the number of observations. (B) increasing the sample size. (C) providing better training for interviewers. (D) improving the data collection method.

B. Increasing the sample size

What type of question is the following: "Community organizing is hard. Do leadership trainings help you feel prepared for community organizing?" (A) Double-barreled question (B) Leading question (C) Sensitive question (D) All of the above.

B. Leading question

Backward Market Research identifies several reasons why managers are frustrated with marketing research. Which of the following is NOT the reason? (A) Researchers did not understand what the managers want. (B) Marketing research is time consuming. (C) Marketing research told managers things they already know. (D) Marketing research did not explain "why".

B. Marketing research is time consuming

What type of the question is the following? Please rank the importance of the following factors when considering a job using numbers 1 through 4, with 1 being the most important and 4 being the least important. ____ Work environment ____ Salary ____ Benefits ____ Vacation time (A) Open-ended question (B) Rank-order question (C) Check-all-that-apply question (D) Likert scale question

B. Rank-order question

A sample where the respondent provides the names of other potential respondents is called a(n) (A) judgment sample. (B) snowball sample. (C) quota sample. (D) probability sample.

B. Snowball sample

A sample where the respondent provides the names of other potential respondents is called a(n) (A) judgment sample. (B) snowball sample. (C) quota sample. (D) probability sample.

B. Snowball sample

What is wrong with this question? How many times did you purchase from Grind in the past week? 0 - 2 times 2 - 4 times 4 - 6 times 6 times or more did you purchase from Grind in the past week? (A) The response categories are too narrow (B) The response categories are not mutually exclusive (C) The response categories are not collectively exhaustive (D) The response categories are not realistic

B. The responses are not mutually exclusive

A manager is interested in estimating the proportion of their current customers using mobile banking. The manager decides to accept a margin of error of ± 7% and a 95% confidence level. Following Question 37, what will the appropriate sample size be? (A) 194 (B) 195 (C) 196 (D) 197

C. 196

Question evaluation is a judgment process, but there are four simple guidelines, or "dos," for question wording. Which of the following is NOT one of those guidelines? (A) Simple (B) Crystal clear (C) Easy to analyze (D) Brief

C. Easy to analyze

Capitol Brewing Inc.'s management is very concerned with declining sales of their major product, a dark ale, and has asked for help understanding the reasons. The most appropriate way to begin is with: (A) Causal research (B) Descriptive research (C) Exploratory research (D) Descriptive and causal research

C. Exploratory research

The axiom regarding sample size and accuracy DOES NOT include which of the following? (A) A census is the only perfectly accurate sample. (B) A probability sample will always have some inaccuracy (sample error). (C) Increasing sample size increases the sample's representativeness. (D) A probability sample size can be a very tiny percentage of the population size and still be very accurate.

C. Increasing sample size increases the sample's representative

A researcher seeks to ________, which is defined as the ability of a question's wording or format to influence respondents' answers. (A) standardize questions (B) maximize question response (C) minimize question bias (D) standardize response levels

C. Minimize question bias

A researcher wants to be able to assess the amount of "sampling error" associated with an estimate. Which of the following sampling methods would you recommend she use? (A) Quota (B) Nonprobability (C) Probability (D) Judgment

C. Probability

Apex Manufacturing has developed an ingenious "twist" on a widely available home cleaning product. Management wishes to test market the new product, but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate Apex's modification. Which type of test marketing would you recommend to Apex? (A) Controlled test marketing (B) Forced-distribution test marketing (C) Simulated test marketing (D) Standard test marketing

C. Simulated test marketing

Acceptable margin of sample error or Precision, which is denoted as D, refers to: (A) the amount of research error the researcher will permit to be associated with the sample. (B) the amount of research error the researcher will permit to be associated with the survey. (C) the amount of sample error the researcher will permit to be associated with the survey. (D) the amount of sample error the researcher will permit to be associated with the respondents.

C. The amount of sample error the researcher will permit to be associated with the survey

A researcher divides the city of Milwaukee, Wisconsin, into 500 blocks of 10 households each. She requires a sample of 400 households. She selects a sample by randomly selecting 100 blocks and randomly selecting 4 households per block. This is an example of ____. (A) systematic sampling (B) probability-proportional-to-size sampling (C) two-stage cluster sampling (D) one-stage cluster sampling

C. Two-stage cluster sampling

A manager is interested in estimating the proportion of their current customers using mobile banking. The manager decides to accept a margin of error of ± 7% and a 95% confidence level. Suppose the manager finds out that the proportion of the population using mobile phones for online banking is 25%. If the margin of error remains the same (± 2%), what will the appropriate sample size be? (A) 1798 (B) 1799 (C) 1800 (D) 1801

D. 1801

Bo Derek calculates that she needs a sample size of 200, given the estimated mean, precision and required Z-score. However, she learns that the standard deviation is actually one-half of what she originally believed. Her required sample size will now be (A) 100 (B) 800 (C) 400 (D) 50

D. 50

Researchers realize that an important part of developing research objectives is determining what type of information should be measured. What is the term for multiple characteristics used to measure a concept? (A) A survey instrument (B) A survey measurement (C) A satisfaction measurement (D) A construct

D. A construct

Which of the following about open-ended questions is true? (A) Open-ended questions are easy to develop, compared with closed-ended questions. (B) Open-ended questions are best used when the nature of the questions is exploratory. (C) Open-ended questions are difficult to analyze, compared with closed-ended questions. (D) All of the above are true.

D. All of the above are true

Which of the following about sample frame error is true? (A) It refers to the degree which the sample frame fails to account for all population. (B) It is a type of sampling error. (C) 1936 Presidential Election Poll is an example of sample frame error. (D) All of the above are true.

D. All of the above are true

Which of the following is a nonprobability sampling technique? (A) Stratified sampling (B) Simple random sampling (C) Cluster sampling (D) Convenience sampling

D. Convenience Sampling

Regarding to sampling, which statement is true? (A) In nonprobability sampling, inferences can be made about the population. (B) In probability sampling, results are not generalizable from the sample to the population. (C) In nonprobability sampling, inferences are not limited to the sample. (D) In probability sampling, one can statistically assess level of sampling error.

D. In probability sampling, one can statistically assess level of sampling error

The feature that distinguishes stratified sampling from other forms of probability sampling is that only stratified samples (A) involve partitioning the population into mutually exclusive and exhaustive subsets. (B) allow the a priori determination of the probability that any population element will be included in the sample. (C) make the probability of selection of any population element equal. (D) involve partitioning the population into mutually exclusive and exhaustive subsets and selecting a simple random sample from each subset.

D. Involve partitioning the population into mutually exclusive and exhaustive subsets and selecting a simple random sample from each subset

A pollster uses a computer to generate 500 random numbers, then interviews the voters corresponding to those numbers. This is an example of _____ sampling. (A) Stratified (B) Quota (C) Judgmental (D) Simple random

D. Sample Random Sampling

Whenever a sample is taken, the survey will reflect: (A) The entire population. (B) Sample size. (C) The subpopulation. (D) Sampling error.

D. Sampling error

A causal research design is typically concerned with: (A) the frequency with which something occurs. (B) the discovery of ideas and insights. (C) how two variables vary together. (D) the determination of cause-and-effect relationships.

D. The determination of cause-and-effect relationships