marketing research final
Which of the following questions potentially biases the respondents
"We are conducting a study concerning the high quality of First National Bank services"
A qualitative researcher is investigating a very sensitive subject, downloading music illegally. Which technique would be best for getting the subject to answer honestly?
(individual) depth interview
The number of participants in a focus group would typically between:
8 to 12 participants
in regression, the null hypothesis suggests that
All independent variables are not associated with the dependent variable
Which of the following is a limitation of qualitative research?
Attitudinal, perceptual and beliefs differences might not be easily measured, Qualitative research is not statistically representative of the general population, Anyone can purport to be an expert
in testing a hypothesis about differences in the distribution of numbers of male and female shoppers within a sample, or the number of visits to a store, on Mondays versus Wednesdays, then the appropriate statistical test would be?
Chi-square test
________ would need be recoded into ______ to generate a cross tab with SPSS
Continuous variables, categorical variables
In the questionnaire design process, what is the first step?
Determine the survey objectives, resources, and constraints
_____________ reveals the lack of or low correlation among constructs that are supposed to be different.
Discriminante validity
______________is reality-based; it can show exactly how consumers live with a product
Ethnographic research
____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved.
Exploratory research
Cross tabs would be useful to
Generate descriptive statistics.
Which of the following is an advantage of individual depth interviews over focus groups?
Group pressure is eliminated, Respondent feels important and truly wanted, Encourages the revelation of new information
The measurement process begins with ____________.
Identifying the concept of interest
Garbologists are researchers who sort through people's garbage to analyze household consumption patterns. This observation method would be best qualified as ______observation research
Indirect
Using projective techniques (word association), qualitative researcher in marketing found ice cream to be associated with:
Love and affection
Which of the following is an example of unethical behaviors by suppliers?
Low-ball pricing, Violating client confidentiality, Black box branding, Selling unnecessary research
What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?
Mall-intercept interviews
___________ specifies how a concept will be measured.
Operational definition
Which of the following are not observation situations?
People watching phenomena, Machines watching phenomena, People watching people, Machines watching people
Which of the following training would a qualitative researcher most likely have?
Psychology and sociology
Split-half technique could be used to assess:
Reliability
The difference between the sample value and the true value in the population under study is referred to as _______.
Sampling error
in regression, the higher the _________ value, the best (strongest) predictor would be.
Standardized coefficient Beta
Which of the following is NOT a form of exploratory research?
Survey
________ results from mistakes or problems in the research design.
Systematic error
Suppose a sales manager makes the statement, "The problem with this company is declining sales." Why is such a statement shortsighted?
The sales manager has identified only a symptom of a deeper problem
With longitudinal surveys, the researcher should use:
The same survey and the same sample
To generate crosstabs with SPSS, we have to use:
Two categorical variables
Out of the following options, which type of bar chart would cross tab display?
clustered bar chart
If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we'd say the questionnaire lacked______ validity.
content
Which of the following is NOT part of the definition of marketing research?
creating exchange
The purpose of factor analysis could be better described as:
data simplification by summarizing the information contained in a large number of variables into summary measures
If you are predicting salesperson performance (sales), based on an exam score taken by salespersons at the end of training, salesperson sales would be the ____________ variable, and the salesperson exam score would be the _____________ variable
dependent, independent
The most common types of qualitative marketing research are _______.
depth interviews and focus group
Which of the following would be a good example of applied research?
determining the breakeven price, determining which retail locations will produce the most consumer traffic, determining the most persuasive advertising campaign, determining the best package design for a Hispanic market
Which of the following is NOT a type of applied research
diagnostic
Do you own a cell phone? ____YES ____NO" is an example of which type of question format?
dichotomous
Which of the following is currently the least popular type of data collection?
door-to-door interviews
Going through each question to ensure that skip patterns are followed and that required questions are answered is _______
editing
Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey
end
When a research firm conducts an experiment to test the effectiveness of 3 potential advertising campaigns on consumer attitude towards a product, they are using which type of applied research?
evaluative
Which of the following is an example of basic research?
expanding our knowledge about a concept or a phenomenon
A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?
experiment
Cluster analysis is useful for clustering groups of questions together into factors.
false
Determining what reasons are behind the declining sales (why did it happen?) would be part of the descriptive function in marketing research.
false
Ethnographic research cannot reveal unexpressed needs and wants
false
If a company was interested in the impact that advertising and sales price had on sales, cluster analysis would be an appropriate tool to use.
false
In a linear regression the cut-off (threshold) is 0.05; if , sig<= 0.05 then, we should accept H0
false
In related samples, the measurement of the variable of interest has no influence on the measurement of the variable in another sample
false
Marketing research is used only when marketers face a serious problem.
false
The four (4) steps in conducting a focus group are (in sequential order): selecting a moderator, then preparing for the group, then conducting the focus group, and lastly, preparing the focus group report.
false
An example of nominal scale data would be which of the following?
gender of the respondent
Which of the following would not be a good practice regarding question sequencing
general questions at the end
Which of the following is not a "natural" situation for observation?
getting people to participate in a simulated store situation so that their behavior can be observed
Which of the following is not a characteristic of qualitative research?
hardware consists of computers, questionnaires and printouts
In a beer consumption study, a researcher makes an assumption that males will consume more beer per week than females; this can be stated in a
hypothesis
A screening question is used to:
identify appropriate respondents for the survey
hen do you say the difference between two numbers is statistically significant
if the difference is large enough to be unlikely to have occurred because of chance or sampling error
To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?
longitudinal
Which of the following should be action oriented?
management decision problem
Suppose in our sample results, we find that males average drinking five soft drinks per week, compared with six soft drinks per week for females. In the absence of additional analysis, what type of difference has been illustrated?
mathematical difference
Counting how many people use the drive through at a bank during certain hours is a good example of what type of observational research?
natural
What level of measurement would the following scale produce? (1) urban (2) rural (3) suburban
nominal
When the researcher achieves a very low response rate, he/she should be concerned with ______________.
nonresponse bias (error)
"In the space below, please write down your three favorite flavors of ice cream" is an example of what type of question?
open ended
Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?
ordinal
Ranking questions generally produces ___________ level of measurement.
ordinal
Factor analysis is particularly valuable for what type of marketing strategy
positioning
regression equation that estimates the number of hours of study that would predict a test score would most likely produce what type of relationship?
positive
Determining whether reducing the product price (e.g. sales promotion) is likely to boost sales, would be part of the _________ function in marketing research
predictive
Which of the following errors can be reduced only by increasing the sample size?
random sampling error
The first step in the problem-definition process is:
recognizing that there is a problem or opportunity
When survey respondents deliberately falsify their income this is known as which type of bias?
response bias
In terms of research ethics, which of the following is not an important right that respondents have?
right to objectivity
The fact that not every household has a published phone number can cause which type of error in telephone surveys?
sample frame error
Cluster analysis is particularly valuable for what type of marketing strategy?
segmentation
Which of the following best describes a Level 2 mystery shopper?
shopper makes quick purchase and evaluates transaction and image of the facility
Compared to quantitative research, qualitative studies tend to have _________samples.
smaller
In testing a hypothesis about means, if the sample size was less than 30, then the appropriate statistical test would be?
t test
A way to assess reliability would be ___________, which refers to the ability of instrument to gives consistent results every time it is used for a measurement, under similar conditions.
test-retest reliability
Which of the following is not a condition conducive to observation?
the behavior lasts over a long period of time and must not be repetitive
With cross-sectional surveys, the researcher should use:
the same survey and different samples
If a particular difference is large enough to be unlikely to have occurred because of chance or sampling error, then the difference is statistically significant.
true
In contrast with the focus group, surveys would require a larger sample size.
true
Mystery Shoppers have been used to evaluate the service employees are providing customers.
true
Probability sampling allows marketing researchers to project their sample results to the population they are studying.
true
When interviewers falsify data, the type of error introduced is interviewer error.
true
With SPSS we can import data from Excel.
true
What kind of error is being made if the researcher reject the null hypothesis when it is, in fact, true?
type I error
Which of the following is not a general rule for creating web surveys for mobile devices?
use abbreviations and technical wording
Which of the following is an advantage of observation research?
you see what people actually do - rather than what they say they do, information gathered more quickly than with a survey, doesn't depend on the willingness of the respondent, not subject to biases that plague survey research
In testing a hypothesis about differences of proportions or percentages, then the appropriate statistical test would be?
z test
In testing a hypothesis about means, if the sample size was larger than 30, then the appropriate statistical test would be?
z test
