Marketing Research Final
_____is a preferred post hoc test in this class because its presentation is easy to interpret. a. Duncans' multiple range test b. Scheffe's test c. Turkey's test d. Neuman-Keul's test
a
A ________ is a test market in which the product is sold through regular distribution channels. Select one: a. Standard test market b. Controlled test market c. Simulated test market d. Partial test market
a.
A representation of the elements of the target population consisting of a list or set of directions for identifying the target population is a ________. Select one: a. sampling frame b. sample c. judgmental sample d. sampling unit
a.
A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________. Select one: a. bias b. generalizability c. reliability d. none of the above
a.
A sampling frame is a representation of the elements of the target population. It consists of a list or set of directions for identifying the target population. Select one: a. True b. False
a.
As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time. Select one: a. True b. False
a.
As compared to the field, experimentation in social media offers the advantages of ease of implementation and lower cost a. true b. false
a.
Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research. Select one: a. True b. False
a.
Cohort analysis is a type of multiple cross-sectional design that consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. Select one: a. True b. False
a.
Conclusive research is typically more formal and structured than exploratory research. Select one: a. True b. False
a.
Decisions concerning whether to use a Bayesian or traditional sampling approach, to sample with or without replacement, and to use nonprobability or probability sampling pertain to which step in the sampling design process (Figure 11.1 in the text)? Select one: a. Select a sampling technique(s) b. Determine the sampling frame c. Determine the sample size d. Execute the sampling process
a.
Graphical models are analytical models that provide a visual picture of the relationships between variables. Select one: a. True b. False
a.
If in test marketing a new product, the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution, more than likely, the researcher used ________ to help control for extraneous variables. Select one: a. design control b. statistical control c. randomization d. matching
a.
In constant sum scaling, if an attribute is twice as important as some other attribute, itreceives twice as many points. a. true b. false
a.
Information on differences between respondents and nonrespondents may be obtained from the sample itself, or it may be possible to estimate the differences from other sources. a. true b. false
a.
Marketing research is classified into two areas: problem identification and problem solving research. Select one: a. True b. False
a.
Mobile marketing research can execute the principles of traditional research with reach, scale, and affordability. Select one: a. True b. False
a.
Probability sampling is used to select the initial respondents for snowball sampling. a. true b. false
a.
Sampling efficiency is a concept that reflects a tradeoff between sampling cost and precision. a. true b. false
a.
Syndicated services ________. a. are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients b. offer a wide variety of marketing research services customized to suit a client's specific needs c. are research studies conducted for different client firms but in a different way d. specialize in one or a few phases of the marketing research project
a.
Syndicated sources, also referred to as syndicated services, are companies that collect and sell common pools of data of known commercial value, designed to serve information needs shared by a number of clients. Select one: a. True b. False
a.
The " Milk Life" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption. Select one: a. buyer behavior b. objectives c. the economic environment d. the legal environment
a.
The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons? Select one: a. the speed with which the incentive is sent b. the speed with which the questionnaire can be created c. the speed with which the data are returned d. the speed with which the questionnaire is distributed to respondents
a.
The ________ for primary data is very involved and the ________ is high. Select one: a. collection process; collection cost b. collection purpose; collection time c. collection process; collection purpose d. collection cost; collection time
a.
The ________ is called the standard error of the mean or the proportion to indicate that it refers to a sampling distribution of the mean or the proportion, and not to a sample or a population. Select one: a. standard deviation b. variance c. coefficient of variation d. standardized variate
a.
The findings of problem solving research are used in making decisions that will solve specific marketing problems. Select one: a. True b. False
a.
The quality of focus group results depends heavily on the skills of the moderator. Select one: a. True b. False
a.
The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to a. the time order of occurence of variables b. the role of evidence c. concomitant variation d. the elimination of other possible factors
a.
There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text). Select one: a. True b. False
a.
To minimize negative effects that may arise from disguising the purpose of the qualitative research, the respondents should be informed up front that the true purpose of the research is being disguised so as not to bias the responses. Select one: a. True b. False
a.
Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously? Select one: a. R X1 O1R X2 O2 b. R X1 O1O2 X2 O2 c. R X1 O1R X1 O1 d. X O1 O2X O1 O2
a.
Which of the following conditions does not favor the use of a census (Table 11.1 in the text)? Select one: a. The population is large. b. The cost of sampling errors is high. c. The cost of nonsampling errors is low. d. There is high variance in the characteristic to be measured.
a.
Which of the following conditions does not favor the use of a sample (Table 11.1 in the text)? Select one: a. The cost of sampling errors is high. b. There are budget and time limit constraints. c. The population is large. d. The cost of nonsampling errors is high.
a.
Which of the following is not a stage of cluster sampling? a. zero-stage sampling b. multi-stage sampling c. two-stage sampling d. one-stage sampling
a.
Which of the following statements is not true concerning the time order of occurrence of variables? Select one: a. In an after-the-fact examination of the situation, we can never confidently rule out all other causal factors. b. An effect cannot be produced by an event that occurs after the effect has taken place. c. The causing event must occur either before or simultaneously with the effect; it cannot occur afterwards. d. It is possible for each event in a relationship to be both a cause and an effect of the other event.
a.
Which of the situations mentioned below is not suitable for online focus groups? Select one: a. highly emotional issues b. corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity c. companies that use the Internet to sell products or services and want to either gain market share or gather intelligence d. none of the above
a.
Which statement is not correct about measurement? Select one: a. The placement of individual companies on the annual revenue continuum represents measurement. b. The rules for assigning numbers should be standardized and applied uniformly. c. The assignment of numbers to characteristics must be isomorphic. d. All of the above statements are not true.
a.
With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics. Select one: a. True b. False
a.
_______ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion. Select one: a. Constant sum b. Rank order c. Q-sort d. Paired comparison
a.
_______ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object. Select one: a. Ordinal scale b. Interval scale c. Nominal scale d. Ratio scale
a.
________ refer to open-ended questions that respondents answer in their own words. Select one: a. Unstructured questions b. Dichotomous questions c. Branching questions d. Structured questions
a.
________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text). Select one: a. Systematic error b. Random error c. Variable error d. Measurement error
a.
is a determination of whether the cause-and-effect relationships found in the experiment can be generalized. Can the results be generalized beyond the experimental situation and if so, to what populations, settings, times, independent variables and dependent variables can the results be projected? Select one: a. External validity b. Internal validity c. Extraneous validity d. None of the above
a.
According to Table 5.1 in the text, which of the following does not apply to qualitative research? Select one: a. a small number of nonrepresentative cases b. outcome is used to recommend a final course of action c. unstructured form of data collection d. non-statistical data analysis
b.
According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. Select one: a. perceived anonymity b. response rate c. social desirability/sensitive information d. control of field force
b.
An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk. Select one: a. True b. False
b.
How would you rate Wal-Mart as a department store?Version 1Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the bestVersion 2Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best0 10 20 30 40 50 60 70 80 90 100The above scales are all examples of a ________. Select one: a. Likert scale b. continuous rating scale c. Semantic differential scale d. Stapel scale
b.
In the Kellogg's example given in your text, as a result of problem-solving research, Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market. Select one: a. True b. False
b.
Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers. Select one: a. True b. False
b.
Marketing managers continually make decisions based on assumed causal relationships. Because these assumptions may be justifiable, the validity of the causal relationships need not be examined via formal research. Select one: a. True b. False
b.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10The above design is an example of a ________. Select one: a. one group pretest-posttest design b. time series design c. pretest-posttest control group design d. multiple time series design
b.
Online focus groups are appropriate for every research situation. Select one: a. True b. False
b.
Primary data should be the starting point in the search for external data. Select one: a. True b. False
b.
Probability sampling techniques are uncommon in international marketing research because of all of the following reasons except ________. Select one: a. the dominance of personal interviewing b. lack of trained researchers c. the inaccessibility of certain respondents, such as women in some cultures d. lack of suitable sampling frames
b.
Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques. Select one: a. True b. False
b.
Random sampling error has been found to be the major contributor to total error, whereas non-sampling error is relatively small in magnitude. Select one: a. True b. False
b.
Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S. markets, whether they are cities, counties, metro areas, or states. What of the following information is also true of the Survey of Buying Power? Select one: a. It features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. b. It features information on retail spending; and projections for future growth in these areas. c. It features statistics, rankings, and projections for every county and media market in the United States with demographic broken out by age, race, city, county, and state. d. All of the above are true.
b.
Sales analysis research is a type of problem solving research. Select one: a. True b. False
b.
The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature. Select one: a. problem definition b. problem audit c. management problem d. none of the above
b.
The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values. a. interval scale b. ratio scale c. nominal scale d. ordinal scale
b.
The ________ is the standard deviation of the sampling distribution of the mean or proportion. a. variance b. standard error c. standardized variate d. standard deviation
b.
The ________ is the standard deviation of the sampling distribution of the mean or proportion. Select one: a. variance b. standard error c. standardized variate d. standard deviation
b.
The book advocates the use of social media to replace the traditional ways in which research is conducted. a. True b. False
b.
The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________. Select one: a. control of data collection environment b. diversity of questions that can be asked in a survey c. respondent control d. sample control
b.
The different types of scanner data are useful for a variety of purposes. Which of the following purposes applies to scanner data? Select one: a. data used for consumer beliefs b. making advertising decisions, including budget, copy and media, pricing c. data used to determine customer motives d. data used for establishing consumer attitudes
b.
The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S. Men and women could participate jointly in the focus group. Select one: a. True b. False
b.
The information obtained through marketing research becomes an integral part of the firm' ________ and ________. a. management information system (MIS); marketing information system (MIS) b. marketing information system (MIS); decision support system (DSS) c. decision support system (DSS); Competitive Support System (CIS) d. none of the above
b.
The major advantage of ________ is that it substantially increases the likelihood of locating the desired characteristic in the population. Select one: a. judgmental sampling b. snowball sampling c. quota sampling d. convenience sampling
b.
The mathematical symbols "π" and "p" represent a ________ for the population and the sampling distribution respectively. Select one: a. standard deviation b. proportion c. standard error of the mean d. variance
b.
The object that possesses the information sought by the researcher and about which inferences are to be made is a ________. Select one: a. population b. element c. census d. target population
b.
The objective of conclusive research is to better understand the problem. Select one: a. True b. False
b.
The online recruited Internet sampling technique can be further classified as convenience or judgment. a. true b. false
b.
To control for extraneous variables, a researcher may conduct an experiment in an artificial environment. This enhances external validity, but it may limit the generalizability of the results, thereby reducing internal validity. a. true b. false
b.
To properly identify the marketing research problem, it is best to state the problem in narrow, specific terms and identify its broad concepts. Select one: a. True b. False
b.
What is the main limitation of randomized block designs? a. They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. b. The researcher can control for only one external variable. c. The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. d. They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable.
b.
Which of the following is a disadvantage of the survey method of data collection? Select one: a. The data obtained are reliable because the responses are limited to the alternatives stated. b. Wording questions properly is not easy. c. The questionnaire is simple to administer. d. Coding, analysis, and interpretation of data are relatively simple.
b.
Which statement is not true about judgmental sampling? a. An extension of the technique involves the use of quotas. b. Each population element has a known and equal probability of selection. c. It does not allow direct generalizations to a specific population. d. It may be useful if broad population inferences are not required.
b.
Which statement is not true regarding the relationship between reliability and validity? Select one: a. If a measure is perfectly valid, it is also perfectly reliable. b. If a measure is perfectly reliable, it is perfectly valid. c. Reliability is a necessary, but not sufficient, condition for validity. d. Unreliability implies invalidity.
b.
_______ requires a detailed specification of how the sampling design decisions with respect to the population, sampling frame, sampling unit, sampling techniques, and sample size are to be implemented. Select one: a. Determination of the sampling frame b. Execution of the sampling process c. Determination of the sample size d. Selection of a sampling technique(s)
b.
________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. Select one: a. A decision support system b. Competitive intelligence c. A marketing information system d. Market intelligence
b.
_________involves measuring the extraneous variables and adjusting for their effects through statistical analysis. a. Design control b. Statistical control c. Randomization d. Matching
b.
involves measuring the extraneous variables and adjusting for their effects through statistical analysis. a. Design control b. Statistical control c. Randomization d. Matching
b.
A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero). Select one: a. Likert scale b. semantic differential scale c. Stapel scale d. continuous rating scale
c
Differences are important, but finding of statistical significance in no way guarantees which of the following? a. significance difference b. market difference c. meaningful difference d. actionable difference
c
Using ANOVA is much more advantageous than running _____ of the significance of the difference between means. a. multiple n tests b. multiple z tests c. multiple independent t tests d. multiple p tests
c
When the sample size is 30 or greater it requires the use of a _____. a. p test b. n test c. z test d. t test
c
Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? a. The computer checks the responses for appropriateness and consistency. b. Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. c. Multiple questions appear on the screen at one time. d. Interim and update reports on data collection or results can be provided almost instantaneously.
c
A ________ describes how the analysis will be structured once the data have been collected. Select one: a. dummy plan b. analysis table c. dummy table d. none of the above
c.
According to Figure 2.1 in the text, the components of the ________ consist of: objective/theoretical foundations, analytical models, research questions, hypotheses, and specification of the information needed. Select one: a. marketing research problem b. environmental context of the problem c. approach to the problem d. management decision problem
c.
All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text) except ________. Select one: a. detecting change b. accuracy c. representative sampling d. large amount of data collection
c.
Consumer research conducted in Mexico and Saudi Arabia used different sampling techniques for the same study. In Mexico, ________ was used by having experts identify neighborhoods where the target respondents lived; homes were then randomly selected for interviews. In Saudi Arabia, ________ employing the snowball procedure was used because there were no lists from which sampling frames could be drawn and social customs prohibited spontaneous personal interviews. a. systematic sampling; convenience sampling b. quota sampling; judgmental sampling c. judgmental sampling; convenience sampling d. systematic sampling; quota sampling
c.
G&R Research and Consulting) test ads using an at-home in-magazine context among widely dispersed samples. Test ads may naturally appear in the magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion, and ad reaction with responsive scheduling. The G&R is an example of surveys being used ________. Select one: a. to examine purchase and consumption behavior b. for market segmentation c. to evaluate advertising d. all of the above
c.
If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used. Select one: a. q-sort b. paired comparison c. constant sum d. rank order
c.
In ________ the sample size is not known in advance, but a decision rule is stated before the sampling begins. At each stage, this rule indicates whether sampling should be continued or whether enough information has been obtained. Select one: a. systematic sampling b. stratified sampling c. sequential sampling d. double sampling
c.
In marketing research, ________ scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies. Select one: a. nominal b. interval c. ordinal d. ratio
c.
Marketing research helps the marketing manager link the ________ with the ________ and the customer groups. Select one: a. marketing variables; marketing information system b. marketing information system; environment c. marketing variables; environment d. none of the above
c.
Respondents' inability to remember leads to three types of error. Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents? Select one: a. omission error b. creation error c. recall error d. telescoping
c.
Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________. Select one: a. volume tracking data b. scanner panels with cable TV c. scanner panels d. none of the above
c.
The effectiveness of a test commercial (X) may be examined by broadcasting the commercial a predetermined number of times and examining the data from a preexisting test panel. Although the marketer can control the scheduling of the test commercial, it is uncertain when or whether the panel members are exposed to it. The panel members' purchases before, during, and after the campaign are examined to determine whether the test commercial has a short-term effect, a long-term effect, or no effect. A ________ design was used in this research project. Select one: a. one-group pretest-posttest design b. pretest-posttest control group c. time series d. multiple time series design
c.
The marketing research proposal consists of many sections. The ________ section is normally a statement of the problem, including the specific components. Select one: a. executive summary b. approach to the problem c. problem definition/objectives of the research d. research design
c.
The mathematical symbols "σX" and "SX" represent a ________ for the population and the sampling distribution respectively. a. variance b. standard error of the mean c. standard deviation d. proportion
c.
The most serious disadvantage of observation is ________. Select one: a. if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods b. observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior c. the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences d. observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities
c.
The rate of occurrence of persons eligible to participate in the study expressed as a percentage is a. completion rate b. final sample size c. incidence rate d. initial sample size
c.
Which method of improving response rate involves offering potential respondents monetary and non-monetary gifts? a. motivating the respondents b. follow-up c. incentives d. prior notification
c.
Which of the following concerns are important when evaluating secondary data for international projects? Select one: a. The accuracy of secondary data may vary from country to country. b. Measurement units may not be equivalent across countries. c. Both A and B are correct. d. None of the above are correct.
c.
Which of the following is a characteristic of audit services (Table 4.3 in the text)? Select one: a. data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports b. household purchases recorded through electronic scanners in supermarkets c. verification of product movement by examining physical records or performing inventory analysis d. households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur
c.
Which of the following is a methodological application of focus groups? Select one: a. obtaining impressions of new product concepts b. generating alternative courses of action c. Both B and D are correct. d. generating hypotheses that can be tested quantitatively
c.
Which of the following is not a part of the questionnaire design process? Select one: a. Specify the type of interviewing method. b. Arrange questions in proper order. c. Develop sampling plan. d. Reproduce the questionnaire.
c.
Which of the following is not a problem with alternative-forms reliability? Select one: a. It is difficult to construct two equivalent forms of a scale. b. It is time consuming and expensive to construct an equivalent form of the scale. c. The results will depend on how the scale items are split. d. Both B and C are correct.
c.
Which of the following is not an objective of a questionnaire? Select one: a. A questionnaire should minimize response error. b. A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. c. A questionnaire must be easy to use. d. A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer.
c.
Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions? Select one: a. balanced versus unbalanced scales b. forced versus non-forced choice c. the order of the scale questions d. the number of scale categories to use
c.
Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? Select one: a. The computer checks the responses for appropriateness and consistency. b. Interim and update reports on data collection or results can be provided almost instantaneously. c. Multiple questions appear on the screen at one time. d. Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated.
c.
Which of the following statements is not true about the comparative scales technique? Select one: a. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. b. Comparative scaling is also referred to as non-metric scaling. c. An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. d. Comparative scales include paired comparisons, rank order, and constant sum scales.
c.
Which statement is not true about not-at-homes? Select one: a. Pre-notification and appointments increase the likelihood that the respondent will be at home when contact is attempted. b. Consumers are more likely to be at home in the evening as opposed to during the afternoon. c. Consumers are more likely to be at home on weekdays than on weekends. d. People with small children are more likely to be at home than single or divorced people.
c.
________ allow for the statistical control and analysis of external variables. a. Quasi-experimental designs b. True experimental designs c. Statistical designs d. Preexperimental designs
c.
________ are errors that can be attributed to sources other than sampling, and they can be random or nonrandom. Select one: a. Random sampling error b. Non-response error c. Non-sampling error d. Response error
c.
________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. Select one: a. Single cross-sectional design b. Multiple cross-sectional design c. Cohort analysis d. None of the above
c.
________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. Select one: a. Construct validity b. Content validity c. Criterion validity d. Internal consistency validity
c.
________ is the problem confronting the decision maker. It asks what the decision maker needs to do. Select one: a. The marketing research problem b. The environmental context of the problem c. The management decision problem d. Problem definition
c.
A nominal variable requires that the researcher compare: a. means b. medians c. percentages d. modes
d
Of all of the following, which ONE variance inflation factor (VIF) would be a cause for concern? a. 7 b. 4 c. 1 d. 12
d
Regardless of its absolute value, a correlation that is not statistically significant: a. Has some perceptible meaning b. has significant meaning c. requires additional examination d. has no meaning at all
d
According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria. Select one: a. response rate b. control of field force c. perceived anonymity d. social desirability/sensitive information
d.
All of the following statements are true about external validity except ________. Select one: a. threats to external validity arise when the specific experimental conditions do not realistically take into account the interactions of other relevant variables in the real world. b. external validity is the basic minimum that must be present in an experiment before any conclusion about treatment effects can be made c. factors that threaten internal validity may also threaten external validity, the most serious of these being extraneous variables. d. A and C are true
d.
Creating a marketing database involves all of the following steps except ________. Select one: a. transferring raw sales information to a microcomputer b. analyzing information in terms of a customer's activity over the life of the business relationship c. enhancing consumer purchase information by overlaying it with demographic and psychographic information d. none of the above
d.
Examples of other government publications available from the federal government include all of the following except ________. Select one: a. Bureau of Labor Statistics b. World Factbook c. Bureau of Economic Analysis d. Periodical Abstract
d.
In a depth interview, the interviewer should ________. Select one: a. avoid appearing superior and put the respondent at ease b. probe the respondent c. be detached and objective, yet personable d. all of the above
d.
In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the independent variable that was manipulated was ________. Select one: a. individual shoppers b. brand usage c. the likelihood of cashing the coupon d. the value of the coupon (15-cent versus 50-cent coupon)
d.
Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records. Select one: a. The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms. b. Maintaining these databases reduce grocery-store profits by 11 percent each year. c. In 2004, Congress proposed legislation limiting loyalty card programs. d. Most consumers are unaware that the supermarkets have all this information on them. e. Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs.
d.
The benefits of comparative scaling includes all of the following except ________. Select one: a. comparative scales involve fewer theoretical assumptions b. comparative scales are easily understood and can be applied easily c. small differences between stimulus objects can be detected d. comparative scales tend to reduce halo or carryover effects from one judgment to another
d.
The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs? Select one: a. communication b. candor c. continuity d. causality
d.
The major weakness of the time series design is the failure to control ________. Select one: a. instrumentation b. mortality c. selection bias d. history
d.
The primary objective of ________ is to provide insights into, and an understanding of, the problem confronting the researcher. Select one: a. causal research b. descriptive research c. conclusive research d. exploratory research
d.
The procedure for manually (calculating) testing significance of difference between two means from two different groups (either two different samples or two different groups in the same sample) is _______ the procedure used in testing two percentages. a. different from b. the opposite c. identical to d. similar to
d.
The researcher should rely on ________ to determine which variables should be investigated. Select one: a. theory b. objective evidence c. an analytical model d. all of the above
d.
To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time. Select one: a. discriminant validity b. convergent validity c. concurrent validity d. predictive validity
d.
To identify the management problem, the researcher must possess considerable skill in interacting with the DM. Which of the following is a factor that might complicate this interaction? Select one: a. The organizational status of the researcher or the research department may make it difficult to reach the key DM in the early stages of the project. b. There may be more than one key DM and meeting with them collectively or individually may be difficult. c. Access to the DM may be difficult and some organizations have complicated protocols for access to top executives. d. All of the above are correct.
d.
When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country. Select one: a. culture b. language c. patterns of social interaction d. all of the above
d.
Which method of improving response rate involves sending potential respondents a letter notifying them of the imminent mail, telephone, personal, or Internet survey? Select one: a. motivating the respondents b. follow-up c. incentives d. prior notification
d.
Which of the following is not a disadvantage of secondary data? Select one: a. Secondary data may be lacking in accuracy. b. The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. c. Secondary data may not be completely current or dependable. d. Secondary data may be expensive and time consuming.
d.
Which of the following statements about sample control is true? Select one: a. It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. b. Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. c. It can be difficult to prevent respondents from completing an Internet survey multiple times. d. All of the above statements are true.
d.
Which of the following statements about secondary data is true? Select one: a. Secondary data are originated by the researcher for the specific purpose of addressing the research problem at hand. b. Primary data should not be collected until the available secondary data have been fully analyzed. c. Secondary data are an economical and quick source of background information. d. Both B and C are true.
d.
Which of the following statements are true concerning questionnaire design for international marketing research? Select one: a. The questionnaire may have to be suitable for administration by more than one method. b. Unstructured or open-ended questions should be used with caution in countries with high illiteracy rates. c. It is desirable to have two or more simple questions rather than a single complex question. d. All of the above statements are true.
d.
Which of the following statements is true about cohort analysis? Select one: a. The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time. b. It is unlikely that any of the individuals studied at time one will also be in the sample at time two. c. A cohort is a group of respondents who experience the same event within the same time interval. d. All are correct.
d.
Which of the following statistics is not permissible for interval data (Table 8.1 in the text)? Select one: a. binomial test b. t-tests c. factor analysis d. harmonic mean
d.
Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)? Select one: a. chi-square b. median c. range d. Both B and C are not permissible.
d.
Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process? a. analysis of secondary data b. qualitative research c. interviews with industry experts d. all of the above
d.
Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category? Select one: a. continuous rating scale b. Likert scale c. semantic differential scale d. Stapel scale
d.
Which statement is correct about defining the target population? Select one: a. Defining the target population involves translating the problem definition into a precise statement of who should and should not be included in the sample. b. The target population should be defined in terms of elements, sampling units, extent, and time. c. Imprecise definition of the target population will result in research that is ineffective at best and misleading at worst. d. All of the above statements are true.
d.
Which statement is not correct concerning international marketing and the use of comparative scaling techniques? Select one: a. Opinion formation may not be well crystallized. b. Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. c. In some developing countries, preferences can be best measured by using ordinal scales. d. None of the above statements are incorrect.
d.
Which statement is not true about the interval scale? a. equal differences in the characteristic lead to equal differences in measurement b. the interval scale is used for ordered data c. the interval scale is not used for numeric data d. the zero point on the interval scale represents the absence of the characteristic measured
d.
Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale? Select one: a. The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. b. With an odd number of categories, the middle scale position is generally designated neutral or impartial. c. A rating scale with an even number of categories should be used if the researcher wants to force a response. d. All of the above statements are true.
d.
________ can be useful when no sampling frame is readily available for selecting final sampling units but when the elements of the frame are known to be contained within a broader sampling frame. Select one: a. Systematic sampling b. Stratified sampling c. Sequential sampling d. Double sampling
d.
________ features statistical programs as integrated statistical packages for data analysis. Select one: a. EXCEL b. SPSS c. MINITAB d. SAS and SPSS e. SAS
d.
________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way. Select one: a. The environmental context of the problem b. Problem definition c. The management decision problem d. The marketing research problem
d.
________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words. Select one: a. Word association b. Expression completion c. Sentence completion d. Story completion
d.
________ is a statistical design in which the test units are blocked on the basis of an external variable to ensure that the various experimental and control groups are matched closely on that variable. Select one: a. Solomon four-group design b. Factorial design c. Latin square design d. Randomized block design
d.
________ is an approach in which data collection is based on physical traces, or evidence, of past behavior. Select one: a. Mechanical observation b. Personal observation c. Content analysis d. Trace analysis
d.
________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. Select one: a. Contrived observation b. Natural observation c. Structured observation d. Unstructured observation
d.
________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules. Select one: a. Rating b. Ranking c. Scaling d. Measurement
d.
is a method of adjusting for nonresponse in which the researcher tries to discern a trend between early and late respondents. This trend is projected to nonrespondents to estimate their characteristic of interest. a. imputation b. subjective estimates c. subsampling of nonrespondents d. trend analysis
d.
n = o^2z^2/D^2 Based on the above formula for sample size, sample size increases with increases in all of the items below except ________. Select one: a. sample size increases with an increase in the degree of confidence b. sample size increases with an increase in the precision level required of the estimate c. sample size increases with an increase in the population variability d. All of the above are true. Sample size increases with increases in all of the items above.
d.