MKT RESEARCH QUESTIONS
in a systematic sampling study, if the sampling frame has 2,000 names and the desired sample size is 50, then the skip interval should be
40
which of the following hypotheses is always tested by statisticians and market researchers
a null hypothesis
which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution
central limit
as sample size _ random sampling error
increases; decreases
market tracking studies, which involve the monitoring of the same variables of interest, are a type of
longitudinal study
a difference in means between the different levels of any single experimental factor (i.e., independent variable) is referred to as a(n)
main effect
in which experimental research design does each subject receive only one treatment combination
between subject design
Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n)
concept test
experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. however, when the lighting was low, there was no difference between blue and orange lights. this illustrates a(n)
confound
the types of descriptive research study that measure a population at only one point in time is
cross sectional studies
Problems exist with secondary data because:
Data have not been collected specifically to address the problem at hand and belongs to another company
Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of:
longitudinal studies
H: for durable products, humor ads will evoke more favorable brand attitudes than non humor ads
IV 1: durable products IV2: humor ads DV: brand attitudes
Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to:
promotion research
one advantage of focus group interviews is that they
provide multiple perspectives
which of the following statements is true of qualitative research methods
qualitative researchers usually collect detailed data from relatively small samples by asking questions.
_ sampling is the sampling method which the size of the sample portions is determined by the researcher's beliefs about the relative size of each class of respondent in the population
quota sampling
a sampling procedure that assures each element in the population of an equal chance of being induced in the sample is called
simple random sampling
all of the following can be measured using ratio scales except
gender
an independent variable is
the cause manipulated, controlled, and varied variable
if the significant value is greater than .05, what will the researcher inspect for difference
the means
what is an appropriate research question for a one way ANOVA analysis
the relationship between gender (male, female) and brand loyal scores (Likert 1-7)
which characteristic is a key difference between ratio and interval scales
absolute zero
which of the following is not true about marketing experiment research
an experiment can have only one independent variable
which of the following is used to examine relationships among variables associated with the problem or research objectives
casual research
when a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used.
convenience sampling
a marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition
descriptive research
a winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. what type of research would the winery use to answer these questions.
distribution research
a (n) _ is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected while also controlling the effects of additional extraneous variables
experimental research study
a small family owned jeweler experiences more than a 20% decline in sales. the owners do not know what the problem is. the research design they should use is
exploratory
companies, such as kraft and proctor and gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. what type of marketing research is this
exploratory
focus groups are one of the most widely used _ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research
exploratory research
When the research objective is to ________, focus groups may be an alternative.
explore or describe rather than predict
when a researcher claims that the results of a test market in indianapolis, indiana will hold in a national rollout of the new product, this researcher is claiming
external validity
In an experiment, the researcher manipulates the dependent variable and measures its effects on the independent variable
false
failure to reject a null hypothesis means that the null hypothesis is definitely true
false
the difference between probability sampling and nonprobability sampling is that in nonprobability sampling, sampling error is
false
which of the following is not a characteristic of a factorial design
for in between subjects designs, one participant is tested multiple times as part of different condition groups
Examples of ________ would include level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product.
independent variables
experimental results that show that consumers purchased more than a store had bright blue lights than they did when the store had bright orange lights. however, when the lighting was low, there was no difference between blue and orange lights. this illustrates a(n)
interaction effect
the question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in
internal validity
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
interval scale
Maritz Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. The main use of this type of research would be related to:
product research
a fine jeweler may require that the final sample is 75% female and 25% male because they understand that the customer base is primarily female with a smaller percentage of males. in this instance, a researcher would use which type of sampling method.
quota sampling
An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of:
ratio scale
which of the following is not a type of probability sampling
snowball sampling
Almost every statistical test or procedure involves the computation of some critical statistic. The resulting statistic is used to determine the ________.
statistical significance of the findings
which best describes quantitative research
strives for a large enough sample size so that results can be projected upon a larger population, and results are measurable and can be counted
which of the following statements is true about the t- test (one- way ANOVA)
the t- test provides a mathematical way of determining if the difference between two sample means has occurred by chance
when a marketing researcher is interested in making comparisons between two groups of respondents to determine whether or not there are statistically significant differences between them, in concept, the researcher is considering them as_
two potentially different populations
Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:
nominal measures
when a researcher wants to perform the test of significance of differences between two means, each representing a separate group (sample), what is the first required step
a comparison of the two means
all of the following are examples of an observational study except
a consumer responding to a questionnaire about advertising
Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of:
dependent variable
when conducting an independent samples t- test (one way ANOVA), which of the following must be true
one variable must be nominal (with two categories), and one must be interval
after analyzing the data with the statistical test, taylor concluded that there is a significant difference between gender and their breakfast eating habits. what p-value would she have to obtain in order to income to such a conclusion
p= .03
which type of research is being conducted when a researcher conducts an experiment to answer the question "will consumers purchase more of our brand if we change the package design
pilot study research
the central limit theorem states that, as sample size increases, the distribution of sample of size n (when randomly selected) approaches a normal distribution
true