302 Quizzes for Final
In a straight-line formula, the intercept is 4, the slope is 2, and the independent variable is 6. The predicted variable's level is:
16
In which of the following scenarios would you most strongly recommend using quantitative research?
When the objective is to validate and estimate the strength of a relationship
The "goodness" of predictions refers to
accuracy
Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ___
case study
If a researcher selected five schools at random and then interviewed each of the teachers in those five schools, the researcher used _________________________.
cluster
Participants in the pretest should be _________________:
representative of the target population under study
A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____________________.
Census
On the last section of a survey, there are several questions asking about gender, household size, marital status, education level, and employment status. These questions are asking for __________ information.
Classification
Which one of the following types of samples is least likely to be representative of the population?
Convenience sampling
Which of the following situations (described in the response options) treats "deal proneness" as a dependent variable in a relationship?
Deal proneness is predicted by a person's household income.
Which of the following responses best fits the following statement: Compared to lab experiments, field experiments __________.
More expensive to conduct
____obtains information from people representative of those who will be questioned in the actual survey.
Pretesting
Which of the following is true regarding primary information?
Primary information is information collected specifically for the problem at hand.
What do you call the systematic process in which the researcher contemplates various question formats, words the various questions very carefully, and organizes the questionnaire's layout?
Questionnaire design
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 ____
Sampling frame
The X-Cel Corporation is preparing to research the impact of a new package upon the sales of its product. The firm is most likely to employ:
Test marketing
The best sample is one ____________
That is representative of the population
Situational factors of importance in the selection of a survey method include:
available financial and personnel resources required completion rate the depth and breadth of data required.
A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ___
in depth interview
Conceptualization of a model means developing a:
model that shows variables and hypothesized relationships between variables.
Surveys in which the respondent takes the responsibility for reading and answering questions are called ____.
self-administered surveys.
The type of sampling approach where each person in the sampling frame has a known and EQUAL chance of being selected is best described as:
simple random sampling
The three major factors affecting the choice of survey method are task characteristics, respondent characteristics, and __________.
situational characteristics
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
Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs?
directness
_____ is a specific document that provides an overview of the proposed research and methodology, and serves as a written contract between the decision maker and the researcher.
research proposal
Gaby, Kimmie, and Susan have been instructed to play-act a scenario of a husband, wife, and car salesperson. The group has five minutes to enact a typical scenario of car shopping. After five minutes, each person switches to a different character and plays the scenario again. The group is engaging in:
role playing
Which of the following is a source of internal secondary data?
sales invoices
If the survey's objective is to determine the factors used by consumers to select an automobile dealer, what kind of question is the following: Have you purchased a new car within the past two years?
screening question
In terms of locating types of questions on the questionnaire, which of the following is true?
screens (if any) are first, warm-ups second, and classification questions are last
Purposive sampling means:
selecting sample members to study because they possess attributes important to understanding the research topic.
Mark has read a few paragraphs about a young man having to choose between purchasing a gift for either his mother or his girlfriend. Mark has been asked to write the ending to few sentences regarding the narrative. He is participating in the projective technique of
sentence completion
The main purpose of ANOVA in bivariate regression is to:
tell us if the straight-line model fits the data we are analyzing
General Mills has placed a new cake mix flavor in stores in Midland, TX. They are promoting the flavor with a coupon offer in the local newspaper. They would like to see how the flavor sells in Midland before putting it in stores across the US. This type of research is called _______.
test marketing
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
Population generalizability refers to __________.
the degree to which a sample represents the population of interest.
The purpose of stratified random sampling is to make certain that ________.
the sample proportionately represents individuals from different categories of the population.
What is the general purpose of projective techniques
to explore hidden consumer motives for buying goods and services, by asking respondents to project themselves into a situation
____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.
unit of analysis
Under which one of the following conditions would laboratory experiments be recommended?
when the intent of the experiment is to achieve high levels of internal validity
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.
Melissa Pellerano does consulting for the Yellow Pages. Her clients want to know the following: a) if using color ads instead of black and white ads will increase customer awareness, and b) the magnitude of the change in customer awareness due to color vs. b-&-w ad. To achieve her research objectives, Melissa must conduct_____.
causal research
In the information research process, coding and data-entry errors in the collected primary data are most likely to be caught while ___
collecting and preparing data
A _____ is an unobservable concept that is measured by a group of related variables.
construct
You are approached by a person in the street who asks you to participate in a study on life insurance by answering a number of questions. The method of sampling which has been used to select you is:
convenience sampling
The interactive procedure in which the researcher and moderator discuss the subjects' responses to the topics that outlined the focus group session is called:
debriefing analysis
Topic sensitivity is the ________.
degree to which a specific survey question leads the respondent to give a socially acceptable response.
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
multiple
Simple regression is appropriate for determining how ____________.
one independent variable is related to one dependent variable.
__ is information collected specifically for a current research problem or opportunity.
primary data
In a census, a researcher attempts to ___
question or observe all the members of a defined target population
For which of the following projects would secondary data collection likely be sufficient to arrive at a decision?
A fast-food franchise wants to determine the market potential for a new type of specialty food in a certain geographical area.
Compared to person-administered surveys, self-administered surveys have:
Advantage of respondent control
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.
According to the iceberg principle, which of the following statements is true?
Managers are aware of just a small portion of the true problem; this small portion is generally the visible symptom of a bigger underlying problem.
Which of the following is true of independent variables?
Their values are directly manipulated by the researcher.
Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____
Thematic Apperception Test (TAT)
You have been called in as a consultant for the purpose of advising what the sales volume quotas for Brand A mouthwash should be for each of ten sales districts in which the mouthwash is sold. The brand is an established brand in the market. The quotas are to be set for the next calendar year. This is PRIMARILY a(n) ________.
descriptive study
screening questions are used to
determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential
When two or more secondary sources provide conflicting information, you should:
evaluate the information from each source and select the source that best suits your needs for reliable and valid information
At Momentum Market Intelligence (MMI) a client experiences a 12% decline in market share. Since MMI knows "they don't know what the problem is" the research design they should use is:
exploratory
What type of research is unstructured and informal?
exploratory
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"
exploratory research
In multiple regression, the presence of correlations among the independent variables is termed _________.
multicollinearity
In multiple regression, the presence of correlations among the independent variables is termed:
multicollinearity
While interviewing a respondent about reasons why she does not buy a particular brand of video games, an interviewer gets the following response, "This brand's games are not sophisticated." The interviewer asks, "What exactly do you mean by that statement? What makes a game sophisticated?" This exchange is an example of:
probing question
Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her determining:
research objectives
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 on each other's comments. What is this type of study called?
focus group study
In the information research process, the role of examining measurement issues and scales is to
identify the concepts to study and measure the variables related to the research problem
