MKTG RESEARCH MIDTERM 2
A construct is a latent concept that is measured with a single variable.
False
A researcher should always give the benefit of the doubt to the professional reputation of the organization that has gathered secondary data in the process of evaluating the quality of the data.
False
It is typical in observation studies for the observer to ask questions of the person who is being observed.
False
Market potential is frequently estimated through the use of secondary data.
False
Survey results are better than the quality of the sample and answers obtained.
False
The first stage in the research process is to plan a research design.
False
The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.
False
Which of the following is a disadvantage of the mall-intercept interview method?
Mall patrons are less likely to be representative of the target population.
If a researcher is looking for action statements that will help solve the problem at hand, which part of the research report should she look at?
Recommendations
An effective oral presentation of a research report should include adapting the report to fit the needs of the audience.
TRUE
Every research study has limitations.
TRUE
Which of the following is FALSE?
The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process.
Which of the following statements about nominal scales is true?
The numbers identify the objects.
Which of the following is TRUE?
The researcher should attempt to gather secondary data before initiating a search for primary data.
Which of the following is true about nonsampling errors?
They cannot be statistically measured.
A list of all of the members of the Twin Cities chapter of the American Marketing Association is an example of a sampling frame.
True
Descriptive research often helps describe market segments.
True
In experimental research, the independent variable is manipulated rather than simply measured.
True
One advantage of a convenience sample is that there is no need for a population list.
True
Properly defining a problem can be more difficult than solving it.
True
Malcom Gladwell, when speaking of Howard Masowitz in the video "Choice, Happiness and Spaghetti Sauce," talked about how Howard uncovered a key trend in market segmentation and consumer food research which was
We should not search for the "universal solution" but look for the variability and diversity of preference
Which of the following is true of the executive summary?
While the executive summary comes near the front of the report, it should actually be written last.
The responses as well as questions are standardized in
a structured undisguised questionnaire.
"I hate asparagus" is an example of which component of an attitude toward asparagus?
affective
In which section of the research report should extremely comprehensive or detailed charts be placed?
appendix
A(n) ____ is a single characteristic or fundamental feature of an object, person, situation, or issue.
attribute
All of the following are advantages of Internet surveys EXCEPT ____.
- visual appeal - accurate real-time data capture *- random sampling* - speed
Which of the following is TRUE?
-The research report does not need to describe the research method because it is over the heads of the audience. *-The research report does not need to describe the research method because it is over the heads of the audience.* -If the research team has worked exceptionally hard on the project at hand, a sloppy report will still show the amount of effort explained. -Executives are easily convinced of the usefulness of the report's findings with a lot of statistics in the body of the report.
Which of the following is TRUE?
A research project may have one objective or several objectives.
Which of the following is NOT an example of the observation method of obtaining data?
An attitude researcher obtains people's reaction to a product display by showing them the display and then conducting depth interviews with the respondents.
Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n) ____.
commercial source
A _____ is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related.
construct
When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?
convenience sample
Internal consistency specifically refers to the
degree to which the individual questions of a construct are correlated.
Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.
faster; less
Problems associated with secondary data are
fit and accuracy.
The most important step in the research process is
formulating the problem.
The observation method
is considered to be more objective than the communication method.
Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:
market opportunity
A cross‑sectional study
typically involves a sample of elements from the population of interest.
When the subject is unaware of being observed in a shopping mall, the observation is said to be ____.
unobtrusive
An introduction in the report summary should include
who authorized the research project. the objective(s) of the research project., the hypotheses that guided the research project.
If the sample standard deviation turns out to be larger than the estimated population standard deviation, the confidence interval to estimate a population mean will be ____ planned.
wider than
Each of the following is part of a typical research proposal EXCEPT
- data sources and research methodology. - cost estimates. - statement of the marketing problem - purposes and limits of the project. *- hypothesized results*
A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____.
Census
Which of the following statements about constructs is true?
Construct development begins with an accurate definition of the purpose of the study.
Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?
Likert scale
U.S. Census data:
can help retailers in site selection
Experimental research attempts to find causal relationships among variables.
True
Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
True
Secondary data are data that have already been collected for some other purpose than the one at hand.
True
All of the following are examples of internal secondary data EXCEPT:
- sales invoices - back orders - inventory levels *- U.S. Census data*
Which of the following are required to determine the sample size necessary to estimate a population mean?
- tatement of the degree of confidence desired -statement of the degree of precision desired - knowledge about or an estimate of the population variance
True longitudinal analysis
can only be performed using panels that rely on repeated measurements of the same variables.
The major kind of evidence regarding causality that can be supplied through a descriptive research design is
correlation or covariance
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n) ____ effect has occurred.
mortality
Which of the following types of primary data are NOT generally of interest to marketers?
- motivation *- all four are of interest to marketers* - demographic/socioeconomic characteristics - behavioral data - psychological/life style characteristics
Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?
*- accuracy* - speed - cost - versatility
Which of the following characteristics does NOT affect the content of the research report?
- The intended use of the report. - The reader's technical sophistication. - The circumstances surrounding the research. - The reader's interest. - *They all affect the content*
Systematic errors are also called ____
nonsampling errors
The difference between the sample result and the result of an accurate census is called ____.
random sampling error
A descriptive study
requires a clear specification of the research problem.
Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?
sampling
Compared to person-administered surveys, self-administered surveys have:
the advantage of respondent control.
As defined in the text, measurement consists of
the assignment of numbers to a phenomenon according to rules to describe a property.
With unstructured‑undisguised questionnaires
the purpose of the study is clear but the responses to the questions are open ended.
Descriptive research is NOT productively used
to clarify concepts.
When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____.
define the target population
Which type of marketing research addresses who, what, when, where, why, and how questions?
descriptive research
