Final Exam Marketing Research

________ pertains to the basic level of investigation. a. A sample unit b. A subpopulation c. A population d. A sample

a. A sample unit

The first step in setting the sampling plan is to: a. Define the population. b. Decide on the sample method. c. Obtain a sample frame. d. Validate the sample.

a. Define the population.

Please indicate the extent to which you like the food and atmosphere at Chipotle. The previous question should be adjusted to: a. Focus on a single issue. b. Be simple and grammatically correct. c. Be crystal clear. d. Longer.

a. Focus on a single issue.

What is wrong with the following question: To what extent do you agree that the quality of education and facilities at FGCU are high. a. It is double barreled question. b. It is a leading question. c. It is a loaded question. d. There is nothing wrong with this question.

a. It is a double barreled question.

Which of the following is NOT a type of a person-administered/computer-assisted survey? a. Mail survey b. Mall-intercept interview c. In-home interview d. Telephone interview

a. Mail survey

Indicate the type of measure used here: Your Gender: 0 Male 1 Female a. Nominal b. Ordinal c. Interval d. Ratio

a. Nominal

What type of measure is used in the following question: What car do you own? (Select the country of origin of the car that you drive the most if you own more than one car) _American car _European car _Japanese car a. Nominal b. Ordinal c. Interval d. Ratio

a. Nominal

________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on. a. Objective properties b. Animate properties c. Subjective properties d. Inanimate properties

a. Objective properties

A researcher wants to study the opinions of car dealership managers about how car dealers are dealing with Covid-19. The managers are very difficult by email. The survey form used is long and the researcher wants to get a high response rate and there is a high budget for collecting this data. What is the best way to collect data? a. Personal interview at home / work. b. Mall intercepts. c. Telephone interviews. d. Online. e. Group administered surveys.

a. Personal interview at home/work.

You are conducting a study in which the population of interest is all restaurants in Fort Myers. Someone suggested that you use the Yellow Book to get a list of all of these restaurant. You are however concerned that the Yellow Book might not include all of the restaurants in Fort Myers because some restaurants have chosen not to include their phone number in the Yellow book. All of the restaurants in Fort Myers are considered the: a. Population. b. Sample. c. Sample frame. d. Sampling unit.

a. Population.

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You approached students at several sections of marketing research because you believe that this is the most suitable place to get access to senior students in the marketing major. Which sampling method did you follow? a. Purposive sampling. b. Quote sampling. c. Referral sampling. d. Convenience sampling.

a. Purposive sampling.

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on a paper survey using a pencil or pen. One of the advantages of using this mode of data collection is: a.Rapport b. Relatively error-free interviews c. Respondent-control d. Reduced interview evaluation apprehension

a. Rapport

There are basic types of statistical analyses that can be used by marketing researchers to reduce a dataset. Which of the following is NOT one of those basic types of statistical analyses? a. Regression analysis b. Inference analysis c. Difference analysis d. Descriptive analysis

a. Regression analysis

Which of the following represents the rows in the data view in SPSS: a. Respondents b. Variables c. Questions d. Statistics

a. Respondents

You are conducting a study in which the population of interest is all restaurants in Fort Myers. Someone suggested that you use the Yellow Book to get a list of all of these restaurant. You are however concerned that the Yellow Book might not include all of the restaurants in Fort Myers because some restaurants have chosen not to include their phone number in the Yellow book. A subset of all restaurants in Fort Myers are considered the: a. Sample. b. Sample frame. c. Sampling unit. d. Population.

a. Sample.

You are conducting a study in which the population of interest is all restaurants in Fort Myers. Someone suggested that you use the Yellow Book to get a list of all of these restaurant. You are however concerned that the Yellow Book might not include all of the restaurants in Fort Myers because some restaurants have chosen not to include their phone number in the Yellow book. A restaurant in Fort Myers is considered the: a. Sampling unit. b. Population. c. Sample. d. Sample frame.

a. Sampling unit.

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You obtained a list of senior students in the marketing major and then randomly selected 100 students from this list. Which sampling method did you follow? a. Simple random sampling. b. Stratified sampling. c. Systematic sampling. d. Cluster sampling.

a. Simple random sampling.

Your opinion of the professors at the Lutgert College of Business can be considered a(n): a. Subjective property. b. Objective property. c. Object. d. Measure.

a. Subjective property.

A nominal scale is characterized by description only. a. True b. False

a. True

The following characteristic shows each possible value that a variable might take as well as the label of each value. a. Values b. Name c. Label d. Measure

a. Values

Each row represents a ____________________ in the variable view in SPSS. a. Variable b. Respondent c. Statistic d. Question

a. Variable

________ are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request. a. Warm-up questions b. Introductory questions c. Transition questions d. Classification questions

a. Warm-up questions

Drawbacks of ________ include sample representativeness, respondent validation, and difficulty in asking probing types of questions. a. online interviews b. in-office interviews c. mall-intercept interviews d. telephone interviews

a. online interviews

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. a. survey methods b. focus group methods c. neuromarketing methods d. mixed methods

a. survey methods

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You obtained a sample of 100 students using systematic sampling. What would the skip interval be? a. 1 b. 5 c. 100 d. 500

b. 5

When a researcher performs an accounting of the complete population, it is called: a. Population accounting. b. A census. c. Complete sampling. d. Comprehensive accounting.

b. A census.

A researcher who wants to see if variables, such as advertising recall scores, positively associate with intentions to buy the advertised brand would use: a. Difference analysis. b. Association analysis. c. Relationship analysis. d. Inference analysis.

b. Association analysis.

Please express your level of agreement in terms of the factors that you would consider the next time when you select a fast food restaurant to dine at when you are hungry after lunch and in the evening. The previous question should be adjusted to: a. Focus on a single issue. b. Be simple and grammatically correct. c. Be crystal clear. d. Longer.

b. Be simple and grammatically correct.

A researcher assures respondents that their names will not be communicated to the researcher. They are assuring them of: a. Anonymity b. Confidentiality c. Professionality d. Accuracy

b. Confidentiality

An ordinal scale Is characterized by distance. a. True b. False

b. False

Customers are asked about their satisfaction with their last purchase. The scale should have a neutral point. a. True b. False

b. False

Often demographic questions should come at the beginning of the questionnaire. a. True. b. False.

b. False

Surveys as a method are recommended when an exploratory research design has been selected. a. True b. False

b. False

This measure should appear: How satisfied are you with _____? Not satisfied at all-Very Satisfied 1. 2. 3. 4. 5. 6. a. At the beginning of the questionnaire b. In the middle of the questionnaire c. Immediately after the screening questions d. At the end of the questionnaire

b. In the middle of the questionnaire

When statistical procedures are used by marketing researchers to generalize the results of a sample to the target population that it represents, the process is referred to as: a. Difference analysis. b. Inference analysis. c. Relationship analysis. d. Descriptive analysis.

b. Inference analysis.

Which of the following is NOT an advantage of using survey methods? a. Standardization b. Insensitivity to subgroup differences c. Ease of administration d. Suitability to tabulation and statistical analysis

b. Insensitivity to subgroup differences

What is wrong with the following question: How favorable is your image of the mall? a. It is a double barreled question. b. It is a leading question. c. It is a loaded question. d. There is nothing wrong with this question.

b. It is a leading question.

Dior cosmetics wants to collect questionnaire data about the opinions of a new fragrance that has not yet been introduced into the market. The respondent must try a sample of this fragrance before answering the questionnaire, and the investigator must make sure that the cost of the questionnaire is not too high. What is the best way to collect data? a. Personal interview at home / work. b. Mall intercepts. c. Telephone interviews. d. Online. e. Mail/drop off surveys.

b. Mall intercepts.

To what extent do you agree with the following statement? Strongly disagree 1 disagree 2 Somewhat disagree 3 Neutral 4 Somewhat agree 5 agree 6 Strongly agree 7 Having a car is a major part of my fun. The previous question is an example of: a. warm-up question. b. More difficult questions. c. transition question d. classification question

b. More difficult questions.

Historically Disney has experience positive levels of satisfaction. This has led the marketing researchers to try to have more positive descriptors than negative descriptors when measuring satisfaction. This statement implies that Disney is using a a. Symmetric scale b. Non symmetric scale c. A scale with a neutral point d. A scale without a neutral point

b. Non symmetric scale

The number of credits that you have earned so far in your degree at FGCU can be considered a(n): a. Subjective property. b. Objective property. c. Object. d. Measure.

b. Objective property.

Indicate the type of measure used here: Your Age in Years: 1 18-25 2 26-34 3 35-49 4 50-59 5 60 and Older a. Nominal b. Ordinal c. Interval d. Ratio

b. Ordinal

What type of measure is used in the following question: Please indicate your age: Less than 21 years old 21 - 30 years old 31 - 40 years old 41-50 years old 51 -60 years old Older than 60 years old a. Nominal b. Ordinal c. Interval d. Ratio

b. Ordinal

A sampling frame is not required if you are using the following sampling method: a. Systematic sampling. b. Purposive sampling. c. Simple random sampling. d. Stratified sampling.

b. Purposive sampling.

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You want to ensure that the sample accurately represents the population with regards to gender, which is 40% males and 60% females. You went to marketing research classes in the morning and approached the first 40 males and 60 females walking into the class to complete the questionnaire. Which sampling method did you follow? a. Purposive sampling. b. Quota sampling. c. Referral sampling. d. Convenience sampling.

b. Quota sampling.

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on tablet electronically. One of the advantages of using this mode of data collection is: a. Rapport b. Relatively error-free interviews c. Respondent-control d. Reduced interview evaluation apprehension

b. Relatively error-free interviews

You are conducting a study in which the population of interest is all restaurants in Fort Myers. Someone suggested that you use the Yellow Book to get a list of all of these restaurant. You are however concerned that the Yellow Book might not include all of the restaurants in Fort Myers because some restaurants have chosen not to include their phone number in the Yellow book. The yellow book is considered the: a. Sample. b. Sample frame. c. Population. d. Sampling unit.

b. Sample frame.

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. A paper questionnaire will be sent out to students' addresses. This questionnaire should then be sent back to FGCU using the enclosed paper envelope. What types of survey collection mode will be used? a. Computer-administered survey b. Self-administered survey c. Person-administered survey d. Computer assisted

b. Self-administered survey

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You divided a list of marketing seniors into females and males because you want to ensure that the sample accurately represents the population with regards to gender. You then selected 40 males and 60 females using simple random sampling. Which sampling method did you follow? a. Simple random sampling. b. Stratified sampling. c. Systematic sampling. d. Cluster sampling.

b. Stratified sampling.

Which of the following represents the columns in the data view in SPSS: a. Respondents b. Variables c. Questions d. Statistics

b. Variables

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually: a. to maximize respondent time and effort. b. for convenience and to gain economies of scale. c. to benefit from groupthink and opinions. d. to maximize interviewer costs of administration.

b. for convenience and to gain economies of scale.

When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of: a. ratio scale. b. interval scale. c. ordinal scale. d. nominal scale.

b. interval scale

You are interested more in the extent to which customers are satisfied than they are dissatisfied. An asymmetric scale: a. is not recommended b. is recommended

b. is recommended

Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one. a. research targets b. properties of constructs of interest c. wording for each question d. quality measures

b. properties of constructs of interest

Researchers measure ________, which are the specific features or characteristics of an object that can be used to distinguish it from another object. a. numbers of customers b. properties of objects c. objects of measurements d. product types

b. properties of objects

A subset of the population is: a. A population. b. A subpopulation. c. A sample. d. A sample unit.

c. A sample.

A marketing researcher at Disney is trying to measure satisfaction with the different rides at Disney. The marketing researcher is unsure that the visitors of the park have strong opinions about some of the satisfaction questions. This implies that the researcher should use a: a. Symmetric scale b. Non symmetric scale c. A scale with a neutral point d. A scale without a neutral point

c. A scale with a neutral point

Please indicate what your salary is. The previous question should be adjusted to: a. Focus on a single issue. b. Be simple and grammatically correct. c. Be crystal clear. d. Longer.

c. Be crystal clear.

Using numbers associated with question response options to facilitate data analysis after the survey has been conducted is known as: a. Pre-testing. b. Pre-numbering. c. Coding. d. Decoding.

c. Coding

The following paragraph is an introduction on questionnaire collected through an online survey: Dear participant, We are UMC and independent marketing agency and you have been randomly selected from the marketing research panel to participate in a survey on consumer's perceptions of and purchase behaviors regarding chocolate bars. You will receive a $10 gift certificate from Amazon.com upon the completion of the survey. Please click the following link if you would like to participate in this anonymous survey. You will be asked to enter your email at the end to receive your $10 gift card by email. This introduction: a. Communicates only non monetary incentives. b. Does not communicate either non monetary incentives nor monetary incentives. c. Communicates both non monetary and monetary incentives. d. Communicates only monetary incentives.

c. Communicates both non monetary and monetary incentives.

A researcher may be investigating credit card usage and may want to see if high-income earners differ from moderate-income earners in how often they use American Express. What type of analysis might the researcher choose to compare expenditures by high-income earners versus moderate-income earners? a. Relationship analysis b. Association analysis c. Difference analysis d. Inference analysis

c. Difference analysis

Indicate the type of measure used here: How satisfied are you with _____? Not satisfied at all-Very Satisfied 1. 2. 3. 4. 5. 6. a. Nominal b. Ordinal c. Interval d. Ratio

c. Interval

What type of measure is used in the following question: To what extent do you agree with the following statements? Having a car is a major part of my fun. Strongly disagree 1 disagree 2 Somewhat disagree 3 Neutral 4 Somewhat agree 5 agree 6 Strongly agree 7 a. Nominal b. Ordinal c. Interval d. Ratio

c. Interval

What is wrong with the following question: Should the government protect the rights of customers by requiring companies to advertise any changes to the size of a product. a. It is double barreled question. b. It is a leading question. c. It is a loaded question. d. There is nothing wrong with this question.

c. It is a loaded questions.

A disadvantage of the mall-intercept survey is: a. Difficult to obtain permission of mall management. b. Unreliability of mall-intercept interviewers. c. Mall shoppers may not be representative of the target market population. d. Interviewers in mall-intercept studies are often distracted by mall activities.

c. Mall shoppers may not be representative of the target market population.

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of: a. Ordinal measures. b. Demographic measures. c. Nominal measures. d. Scale measures.

c. Nominal measures.

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on a paper survey using a pencil or pen. What types of survey collection mode will be used? a. Computer-administered survey b. Self-administered survey c. Person-administered survey d. Computer assisted

c. Person-administered survey

________ is an entire group under study as specified by the objectives of the research project. a. Census b. Study group c. Population d. Sample

c. Population

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You reached out to 10 seniors in the marketing major and asked them to complete a questionnaire. You asked those 10 students whether they knew other seniors in the marketing major. Which sampling method did you follow? a. Purposive sampling. b. Quote sampling. c. Referral sampling. d. Convenience sampling.

c. Referral sampling.

A researcher who wants to see which variables, such as apartment size, location and number of rooms, positively predicts the rent paid for an apartment would use: a. Difference analysis. b. Association analysis. c. Relationship analysis. d. Inference analysis.

c. Relationship analysis.

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. A paper questionnaire will be sent out to students' addresses. This questionnaire should then be sent back to FGCU using the enclosed paper envelope. One of the advantages of using this mode of data collection is: a. Rapport b. Speed of data collection c. Respondent-control d. Adaptability

c. Respondent-control

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. An electronic questionnaire will be sent out to students' emails to complete. One of the advantages of using this mode of data collection is: a. Rapport b. Relatively error-free interviews c. Respondent-control d. Adaptability

c. Respondent-control

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You obtained a list of senior students in the marketing major, selected the first student using simple random sampling, and then selected every ith student after that. Which sampling method did you follow? a. Simple random sampling. b. Stratified sampling. c. Systematic sampling. d. Cluster sampling.

c. Systematic sampling.

Regardless of which variation of computer-assisted surveys is considered, at least four advantages of computer-assisted surveys are evident. Which of the following is NOT an advantage of computer-assisted surveys? a. Speed b. Relatively error-free c. Technical skills requirement d. Able to capture data in real-time

c. Technical skills requirement

Ford Motor Company wants to collect data on customer satisfaction with Ford cars. The company has phone numbers and e-mail addresses of customers who have purchased from the company. The questionnaire is simple and there are no complicated questions. What is the best way to collect data if the marketing researcher wants to maintain a large degree of control over the quality of the data? a. Personal interview at home / work. b. Mall intercepts. c. Telephone interviews. d. Online. e. Group administered surveys.

c. Telephone interviews.

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: a. The Psychometric Scale. b. The Comparative Scale. c. The Likert Scale. d. The Multidimensional Scale.

c. The Likert Scale.

What is the interval scale that has mainly degrees of positive positions? a. The Likert scale b. The symmetric interval scale c. The nonsymmetric interval scale d. The Stapel scale

c. The non symmetric interval scale

The development of the questions in a questionnaire is based primarily on a. How many questions the respondents can answer b. The ability of the interviewer c. The research objectives set by the interviewer d. The time available

c. The research objectives set by the interviewer

There are________ types of measures in SPSS. (Hint: Available under the measure column in the variable view) a. One b. Two c. Three d. Five

c. Three

The ________ is a descriptive analysis measure defined as that value in a string of numbers that occurs most often. a. variable b. mean c. mode d. median

c. mode

Because many marketing stimuli have meanings, mental associations, or connotations, the ________ works well when the marketing researcher is attempting to determine brand, store, or other images. a. Likert scale b. lifestyle inventory scale c. semantic differential scale d. polar differential scale

c. semantic differential scale

"Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n): a. warm-up question. b. More difficult questions. c. transition question. d. classification question.

c. transition question.

This measure should appear: Your Age in Years: 1 18-25 2 26-34 3 35-49 4 50-59 5 60 and Older a. At the beginning of the questionnaire b. In the middle of the questionnaire c. Immediately after the screening questions d. At the end of the questionnaire

d. At the end of the questionnaire

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You obtained a list of 10 marketing research sections as sample frame. All of the students enrolled in marketing research are seniors in the marketing major and each section contains 25 students. You then used simple random sampling to select 4 sections and administered the questionnaire to everyone within the class. Which sampling method did you follow? a. Simple random sampling. b. Stratified sampling. c. Systematic sampling. d. Cluster sampling.

d. Cluster sampling.

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on tablet electronically. What types of survey collection mode will be used? a. Computer-administered survey b. Self-administered survey c. Person-administered survey d. Computer assisted

d. Computer assisted

You want to obtain a sample size of 100 students out of 500 senior students in the marketing major to ask them about their opinions on how well they perceive that the college has prepared them for a career in marketing. You have chosen to ask students as they pass by at the Cohen center because that is where you are having lunch. Which sampling method did you follow? a. Purposive sampling. b. Quote sampling. c. Referral sampling. d. Convenience sampling.

d. Convenience sampling.

An advantage of sample over a census is that a sample is that: a. It uses more reliable questionnaires. b. It results in more accurate data. c. It has less sampling error. d. It is more cost effective.

d. It is more cost effective.

Online surveys have major advantages, which include: a. Easy-to-obtain email addresses, less expensive, and increased speed. b. Real time access to data and availability of many respondents. c. Low cost, speed, and sample representativeness. d. Low cost, speed, and real-time access to data.

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

Determining a description or amount of some property of an object is known as: a. Scale level. b. Attributes of properties. c. Subjective and objective property levels. d. Measurement.

d. Measurement

A professor at FGCU wants to study students 'views on cheating. What is the best way to collect data if the professor wants quick access to the data and is concerned about interviewer bias? a. Personal interview at home / work. b. Mall intercepts. c. Telephone interviews. d. Online. e. Mail/drop off surveys.

d. Online

If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are: a. Preferentially scaled. b. Nominally scaled. c. Differentially scaled. d. Ordinally scaled.

d. Ordinally scaled.

Indicate the type of measure used here: Your Age in Years: ____ Please Type It a. Nominal b. Ordinal c. Interval d. Ratio

d. Ratio

What type of measure is used in the following question: How many days have you been on campus this last week ___ (type in the number)? a. Nominal b. Ordinal c. Interval d. Ratio

d. Ratio

A ________ is a master source of sample units in the population. a. master population b. master frame c. master sample unit d. sample frame

d. Sample frame

Whenever a sample is taken, the survey will reflect: a. The subpopulation. b. Sample size. c. The entire population. d. Sampling error.

d. Sampling error.

Certain measures such as the mean, mode, standard deviation, and range are forms of ________ used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses. a. inference analysis b. difference analysis c. association analysis d. descriptive analysis

d. descriptive analysis

Commonly used ________ reveals central tendency (typical response) and variability (similarity of responses). a. association analysis b. relationships analysis c. inference analysis d. descriptive analysis

d. descriptive analysis

The ________ is characterized by non-responsiveness and self-selection bias. a. online survey b. in-office interview c. mall-intercept survey d. mail survey

d. mail survey

A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched. a. field test b. market test c. response test d. pre-test

d. pre-test

The ________ is a poor choice for conducting a survey with many open-ended questions. a. in-home interview b. in-office interview c. mall-intercept interview d. telephone interview

d. telephone interview