MRKT 396 WEEK 1-10 Quiz

When surveying the general public, it is best to use simple words. The recommended vocabulary level for a survey to be taken by the general public is a. 6th grade b. 8th grade c. 11th grade d. 12th grade/high school graduate e. None of the above

b. 8th grade

The Belmont Report identified three principles to use when collecting data from human subjects. Which of the answers below is NOT a principle from the Belmont Report? a. Justice b. Balancing the risks to the participant with the benefits the participant may receive c. Beneficence d. Respect for persons

b. Balancing the risks to the participant with the benefits the participant may receive

When planning a study, the researcher will look at the potential benefits to the subjects and the potential benefits to society and compare those to the potential risks faced by the subjects. This process falls under which of the principles from the Belmont Report? a. Justice b. Beneficence c. Respect for person d. Justice and Respect for persons

b. Beneficence

Surveys filled out by consumers that include questions about their preferences for a variety of local restaurants and the customer's characteristics (e.g., demographics) are what type of research? a. Exploratory b. Descriptive c. Causal d. Selective e. Exclusive

b. Descriptive

All of the following are examples of internal secondary data EXCEPT: a. sales invoices b. U.S. Census data c. inventory levels d. back orders

b. U.S. Census data

A questionnaire that collects information that is valid is said to be a. relevant b. accurate c. balanced d. counterbalanced

b. accurate

The word "biweekly" can be interpreted as either twice a week or every two weeks. In this case, biweekly is a. an ordinary word b. an ambiguous word c. part of determining who, what, when and where d. a leading word e. an implicit alternative

b. an ambiguous word

"Beecher's Bombshell," the article published in the New England Journal of Medicine that started a national discussion of research ethics, was published in ____. a. 1956 b. 1961 c. 1966 d. 1971

c. 1966

A drug trial that includes a control group and an experimental group is what type of research? a. Exploratory b. Descriptive c. Causal d. Selective e. Exclusive

c. Causal

the use of an informed consent document to let the potential study participant know how much time the study will take, what will happen during the study, and inform them of potential risks of participating is a response to which ethical principle of the Belmont report? a. Beneficence b. Justice c. Respect for person d. Balancing the risks to the participant with the benefits the participant may receive

c. Respect for person

Leading up to the 2012 presidential election, Gallup made a decision about using random digit dialing for cell phones and listed numbers for landlines to create the sample. This resulted in not contacting about 2 percent of the U.S. population and likely contributed to their incorrect prediction of the winner of the 2012 presidential election. From the class discussion, this sampling frame error is best classified as ________________. a. sampling error b. interviewer bias c. administrative error d. unconscious misrepresentation e. none of the above

c. administrative error

A professional interviewer holds a 90-minute discussion with a member of the target market to determine their shopping behavior for apparel, and why that respondent purchases a particular brand of clothing. This is an example of a(n) ____. a. depth interview b. concept test c. focus interview d. hermeneutic analysis

a. depth interview

From the class discussion, a systematic error is an error that __________________________. a. results from some imperfect aspect of the research design b. creates responses that are both higher and lower than the population mean c. creates responses that are either higher or lower than the population mean d. none of the above are correct

c. creates responses that are either higher or lower than the population mean

Classifying the questions on a survey as nominal, ordinal, interval, or ratio a. is a great material for multiple choice questions b. is a useless exercise c. defines the statistics that can be used on the data d. none of the above

c. defines the statistics that can be used on the data

Obtaining secondary data is typically ____ and ____ more expensive than obtaining primary data. a. faster; more b. slower; more c. faster; less d. slower; less

c. faster; less

The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example? a. TQM b. performance monitoring c. geo-demographic d. the marketing concept

c. geo-demographic

Which of the following would NOT be helpful in determining how reliable and valid secondary data might be? a. the purpose for which the data was collected b. details about the data collection and response rate c. how much was spent to do the research d. the reputation and expertise of the person/group that collected the data

c. how much was spent to do the research

IV and DV in marketing research are acronyms for a. intravenous and dextravenous b. independent venue and deciduous venue c. independent variable and dependent variable d. internal validity and decision validity e. none of the above fit how IV and DV are used in marketing research

c. independent variable and dependent variable

With _________ variables, the mean and standard deviation can be calculated therefore all the "normal" statistical analyses, analyses that researchers are familiar with, are available. a. nominal b. ordinal c. interval d. nominal and ordinal

c. interval

What is true about the conative (behavioral) component of an attitude? I. respondents find them reasonably easy to answer II. researchers regularly ask these questions but the answers are not very reliable III. word choice can have a big impact on the answer selected by the respondent a. I only b. II only c. III only d. I and II e. II and III

d. I and II

P&G is one of the largest CPG (consumer packaged goods) companies in the world. It is also one of the largest advertisers in the world. The full name of the company is correctly spelled as: a. Proctor & Gambel b. Procter & Gambel c. Proctor & Gamble d. Procter & Gamble e. none of the above are correct

d. Procter & Gamble

Which of the following does NOT affect a respondent's willingness to answer a survey question? a. the amount of work involved b. the sensitivity of the issue c. the question does not appear to fit with the purpose of the study d. the individual's ability to remember the event or situation e. all of the above may affect a respondent's willingness to provide an answer

d. the individual's ability to remember the event or situation

All marketing research involves the use of _________________? a. performance monitoring research b. basic research c. total quality management d. the scientific method

d. the scientific method

To estimate how well random error has been controlled in a set of survey questions that are focused on the same topic, use of _______ was suggested. a. split halves b. test/retest c. alternate forms d. criterion e. Cronbach's alpha

e. Cronbach's alpha

Garbology would be included in a. personal observation b. mechanical observation c. an audit d. content analysis e. trace analysis

e. trace analysis

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From the discussion in class, the person being observed by the ethnographer is not always notified that they are being observed. In this case the ethnographer A. contacts the person later to debrief them B. will use a pseudonym or false name for this person if they use a quote from that person in a report C. doesn't worry about it if the observed behavior is in a public place D. A and B above E. none of the above

B. will use a pseudonym or false name for this person if they use a quote from that person in a report

Which of the following are NOT a consideration when deciding if marketing research is needed? a. do we have the expertise in-house to do this research? b. is the data available? c. will the benefit of the research exceed the cost of the research? d. can the research be done before the decision needs to be made? e. is the decision of considerable strategic or tactical importance?

a. do we have the expertise in-house to do this research?

Research that is conducted to clarify the nature of a research problem is called _____ research. a. exploratory b. judgmental c. descriptive d. convenience

a. exploratory

All of the following are advantages of secondary data EXCEPT a. it is fairly recent data b. it is faster than acquiring primary data c. it requires no access to subjects d. it may provide information that is otherwise not accessible

a. it is fairly recent data

A branching question could be "do you have children living at home?" if no, skip to the question about the respondent's age, if yes, ask how many children are living at home and what the ages of the children living at home are, then go to the question about the respondent's age. Branching questions are not a great idea in which of the following types of interviews? a. personal interviews b. telephone interviews c. mail questionnaires d. mall intercept interviews e. personal and telephone interviews

a. personal interviews

Which type of research attempts to determine the critical attributes of the product that consumers use to assess the value of the product? a. pricing research b. promotion research c. product research d. distribution research

a. pricing research

A researcher is interested in studying attitudes about raw milk sales and has reason to believe that urban, suburban, and rural groups will vary in their responses. The researcher knows that the population being studied is 50% urban, 30% suburban, and 20% rural. She classifies the potential participants as urban, suburban, or rural residents, and then, for a sample totaling 100, randomly selects 50 individuals from the urban group, 30 from the suburban group, and 20 from the rural group. The researcher is using a(n) ____. a. proportional stratified sample b. balanced stratified sample c. even stratified sample d. primary stratified sample e. cluster sample

a. proportional stratified sample

The difference between the sample result and the result of an accurate census is called _________. a. random sampling error b. systematic sampling error c. primary sampling error d. secondary sampling error e. None of the above

a. random sampling error

The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the information is ____. a. relevant b. accurate c. frequent d. counterbalanced

a. relevant

Which of the following is an indicator of a measure or construct's internal consistency? a. reliability b. validity c. coefficient beta d. sensitivity

a. reliability

How consumers shop for TurboTax is similar to how banking customers might first shop for a bank or financial institution and how they might shop in subsequent years. When the majority of customers are first looking for a financial institution or tax preparation software they will treat it as a _________ good, and in subsequent years they are likely to treat it as a ________ good because of switching costs. a. shopping; specialty b. specialty; specialty c. shopping; shopping d. specialty; convenience

a. shopping; specialty

If the sampling units in an experimental cell, typically subjects, are somehow different than the units in another cell, and this difference affects the dependent variable, ____ may occur. a. systematic error b. sampling error c. experimenter bias d. subject bias

a. systematic error

In the golf ball study discussed in class, the dependent variable is ___________. a. the distance the ball travels b. the golfers participating in the study c. the golfer's handicap d. the difference in weather conditions between day 1 and day 2 e. the number of golfers that drop out because they were bored

a. the distance the ball travels

Many of the people that eat French fries, dip them in ketchup or put ketchup on them. For these individuals, French fries and ketchup are ________. You receive a letter in the mail inviting you to a retirement planning seminar that will be held at a local restaurant. The invitation states that you and a guest will receive a free dinner at the restaurant for attending the seminar. The free dinner is ________. a. complements; complementary b. complements; complimentary c. compliments; complementary d. compliments; complimentary

b. complements; complimentary

Group 1: R O1 X O2 Group 2: R O3 O4 In the experiment diagrammed above, group 1 is typically called the a. control group b. experimental group c. statistical group d. extraneous group e. there is no other name that is commonly used to describe group 1

b. experimental group

The group receiving the treatment being studied is called the ________. a. primary group b. experimental group c. control group d. unit of analysis

b. experimental group

Research projects involving experimental manipulations that are implemented in a natural environment are called _________. a. laboratory experiments b. field experiments c. primary experiments d. secondary experiments

b. field experiments

A marketer wants consumers to have a positive attitude about their brand. The consumer's positive attitude is likely to be correlated to a. the recall of a competitor's product b. future purchases of the brand c. increased advertising spending d. less trouble with sourcing from overseas manufacturers

b. future purchases of the brand

What step comes first in developing a marketing strategy? a. analyzing firm performance b. identifying and evaluating market opportunities c. selecting target markets d. planning and implementing a marketing mix

b. identifying and evaluating market opportunities

The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _________. a. a repeated measures study b. internal validity c. a matching study d. external validity

b. internal validity

Janna discovers a market segment that is under-served by competitors' products. For Janna's company, this segment represents a a. market threat b. market opportunity c. backward linkage d. test market

b. market opportunity

For a company using the __________ concept or orientation, a wide range of marketing research is necessary to be successful. a. pricing b. marketing c. production d. product e. stakeholder

b. marketing

Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred? a. selection effect b. maturation effect c. history effect d. cohort effect

b. maturation effect

From the case discussion in class on Wednesday, one part of the situation analysis covered the market structure of the consumer market for banking services. Hal indicated that if 3-4 firms accounted for 70-80 percent or more of the market share, they would be an oligopoly. Recent data show that the top four banks account for a little less than 68 percent of the market share. While that is concentrated, Hal would classify the market as _______________. a. pure competition b. monopolistic competition c. an oligopoly d. a monopoly

b. monopolistic competition

In terms of marketing research, the ____ a decision is strategic to the organization, it is ____ likely that research will be undertaken. a. more important; not clear how b. more important; more c. more important; less d. less risky; more

b. more important; more

Census data about consumers and households comes primarily from two surveys done by the Bureau of the Census. Comparing the two, data from the American Community Survey will typically be __________ than data from the Decennial Census. a. more relevant b. more timely c. higher quality d. lower quality

b. more timely

If the consumer is asked to rank order five grocery stores in their town in regard to how much the consumer likes each store, that question will produce what level of data? a. nominal b. ordinal c. interval d. ratio

b. ordinal

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw themes from her observations. Cindy is referred to as a(n) ____. a. interloper b. participant-observer c. moderator d. mystery shopper

b. participant-observer

Secondary data that are owned and controlled by the organization are often called _______. a. first-order data b. proprietary data c. exclusive data d. valid data e. inconspicuous data

b. proprietary data

The story Prof. Hal told about customer service for Capital One credit card holders from 15 or 20 years ago was to reinforce a. that customer service personnel, in every customer interaction, have to follow rigid guidelines b. that the profit from a customer's purchases should be part of a CRM system c. that Capital One's most important customer service goal was to make all their customers happy d. all of the above are correct e. none of the above are correct

b. that the profit from a customer's purchases should be part of a CRM system

The Burger King advertising campaign discussed in class, was used to illustrate a. the problem with using a sample rather than a census b. the importance of word choice when feelings are involved c. how difficult it is for respondents to answer questions about how likely they are to buy a product in the next six months d. all of the above are correct e. none of the above are correct

b. the importance of word choice when feelings are involved

If a scale has the qualities of description, order and equal distance between responses, then the statistics that are most appropriate to describe the results include a. the mode and median b. the mean and standard deviation c. the harmonic mean d. percentiles and the mode

b. the mean and standard deviation

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case? a. nature of the decision b. time constraints c. availability of the data d. cost considerations

b. time constraints

In contrast to how we talk to one another about causality, the scientific meaning of causality recognizes that a. X is the only cause of Y b. when X occurs, there is a probability that Y will occur c. a researcher can find proof that X causes Y d. all of the above match the scientific meaning of causality e. none of the above is correct

b. when X occurs, there is a probability that Y will occur

Which situation is the WORST fit with qualitative research? a. when developing difficult but actionable decision statements b. when needing conclusive evidence to be drawn from data c. when learning how consumers use a product in natural settings d. when needing a fresh approach to studying some problem

b. when needing conclusive evidence to be drawn from data

Rather than use word labels (e.g., strongly disagree, disagree, neutral, agree, strongly agree) for response options on a Likert style survey question, Hal suggested that the endpoints could be labeled and numbers be used. For example the response options might be Strongly Disagree=1, 2, 3, 4, and Strongly Agree=5. Hal suggested this change a. because he is just hard to get along with b. it makes the respondent's job more difficult c. it is easier to classify the scale as interval d. all of the above are correct e. none of the above are correct

c. it is easier to classify the scale as interval

The application of the scientific method in searching for the truth about marketing phenomena is known as ___________. a. profit valuation b. business analysis c. marketing research d. scientific metrics

c. marketing research

Over the course of an experiment, when some of the respondents change their opinions or attitudes and this impacts their score on the dependent variable, this change is classified as which extraneous variable? a. selection bias b. history c. maturation d. testing effects e. instrumentation

c. maturation

Unbalanced response options for a survey question, for example, two negative responses and four positive options, could look like this --> Very Bad / Bad / Somewhat Good / Good / Very Good / Extremely Good. A set of response options like this a. should work out OK b. are never to be used c. may make it difficult to administer the survey over the telephone d. none of the above answers the question

c. may make it difficult to administer the survey over the telephone

A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed? a. pricing research b. promotion research c. product research d. distribution research

c. product research

A person's height is best described as being measured on a(n) ______ scale. a. ordinal b. interval c. ratio d. nominal

c. ratio

Which type of scale is regarded as the highest form or level of measurement? a. nominal scale b. ordinal c. ratio d. interval

c. ratio

How good a match your sample is to the population is called _________. a. sample match b. sample congruence c. representativeness d. systematic error e. sampling error

c. representativeness

The Decennial Census happens every ten years and the American Community Survey is an ongoing project. As a result, Decennial Census workers tend to be employed __________ and this can result in _____________ data being collected. a. short-term or part-time; higher quality b. long-term or full-time; higher quality c. short-term or part-time; lower quality d. long-term or full-time; lower quality e. none of the above are correct

c. short-term or part-time; lower quality

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _______. a. emphasis on short-term profits b. cross-functional perspective c. stakeholder orientation d. product orientation

c. stakeholder orientation

A critical piece of establishing causality is _____________. a. diagnostic analysis b. manipulation c. temporal sequence d. deliverability

c. temporal sequence

To measure _________, the researcher really needs to use multi-item scales. a. the cognitive component of an attitude b. the respondent's beliefs c. the affective component of an attitude d. the conative component of an attitude e. none of the above

c. the affective component of an attitude

When the article, "Ethics and Clinical Research," was published in the New England Journal of Medicine, the author, Henry Beecher was ____________. a. a farmer living in rural Kansas b. a high-profile survey researcher c. the chief of anaesthesiology at a Boston hospital d. a former patient of a clinical trial that believed he was injured by the trial

c. the chief of anaesthesiology at a Boston hospital

If an experiment has internal validity this means a. the results of the experiment can be generalized to other settings b. the results of the experiment are not greater than the coefficient alpha c. there is evidence that the manipulation of the independent variable caused the observed effects d. all of the above are correct e. none of the above are correct

c. there is evidence that the manipulation of the independent variable caused the observed effects

Examining the rights and obligations of the participants in the research process, the primary obligation of the respondent is: a. getting an informed consent b. not to get a sales pitch disguised as research c. to be truthful d. do not plagiarize

c. to be truthful

Which of the following statements is the best fit with the scientific meaning of causality? a. X is the only cause of Y, X is a probabilistic cause of Y. b. X is only one of a number of causes of Y, it is possible to prove that X is a cause of Y. c. X is a deterministic cause of Y, X is only one of a number of possible causes of Y. d. X is a probabilistic cause of Y, we can infer that X is a cause of Y.

d. X is a probabilistic cause of Y, we can infer that X is a cause of Y.

All of the following are examples of observational studies EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. an air hose laid across the street that records the number of cars that pass a certain intersection c. scanning and recording barcodes of products purchased d. a consumer responding to a questionnaire about advertising

d. a consumer responding to a questionnaire about advertising

For firms such as retailers, that have access to scanner data from cash registers/point of sale terminals, why is scanner data a useful input in their decision support system? a. response rates on surveys (primary data) have been dropping for a number of years b. the firms already own the data c. this data can provide real-time information for the firm d. all of the above are correct e. none of the above are correct

d. all of the above are correct

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? a. cluster sample b. multi-stage area sample c. systematic sample d. convenience sample

d. convenience sample

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases (i.e., products that the consumer purchases at the same time) or relationships between products purchased and other retail shopping information. When very large datasets (i.e., hundreds of thousands of transactions) are analyzed, this is referred to as ________. a. neural networking b. scan downs c. database marketing d. data mining

d. data mining

A major department store is conducting research to determine which products it should offer to customers over the Internet. This store is involved in which type of research? a. pricing research b. promotion research c. product research d. distribution research

d. distribution research

Bethany and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Bethany is participating in a ____. a. case study b. grounded research study c. depth interview d. focus group interview

d. focus group interview

Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) divided by the local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called the _____________. a. index of retailers b. index of retail utilization c. index of retail sales d. index of retail saturation

d. index of retail saturation

A counter biasing statement is a. another name for an oxymoron b. used when recruiting small numbers of subjects to fill out a survey c. used when interpreting results from a small sample d. intended to show a respondent that any answer to a question is acceptable e. a way to reinforce socially desirable survey responses

d. intended to show a respondent that any answer to a question is acceptable

All of the following are experimental design elements EXCEPT for the _______. a. selection and assignment of subjects to treatments b. control over extraneous variables c. manipulation of the independent variable d. manipulation of the dependent variable

d. manipulation of the dependent variable

Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) _________. a. maturation effect b. false positive c. counterbalancing effect d. placebo effect

d. placebo effect

In which type of sampling does every element in the population have a known, nonzero probability of selection? a. absolute sampling b. relative sampling c. nonprobability sampling d. probability sampling

d. probability sampling

Which data collection method is most often used in a descriptive study? a. pretest b. literature review c. focus group interview d. survey

d. survey