Marketing Research 7th Edition

Pretests should involve at least one hundred and preferably up to five hundred trial interviews. Answer: FALSE Answer: FALSE Answer: FALSE Exploratory research can be used to help define terms such as 'satisfaction with service." Answer: TRUE Answer: TRUE Answer: TRUE If you have a significant and very strong correlation, greater than .90, you may assume there is

Customized service firms tailor research services to each client's specific needs. Answer: TRUE Answer: TRUE Answer: TRUE Data coding is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire. Answer: TRUE Answer: TRUE Answer: TRUE Once we establish, through multiple regression analysis, that certain independent variables are

The quality of your marketing research report is an indicator of the credibility of the research in the eyes of the client. Answer: TRUE Answer: TRUE Answer: TRUE In dummy coding, the 0-versus-1 code is traditional, but any two adjacent numbers could be used, such as 1 versus 2. Answer: FALSE Answer: FALSE Answer: FALSE Traditional focus groups

Nonprobability samples are those for which members of the population do not have a known chance of completing and turning in a survey. It has nothing to do with the probability of being selected into the sample. Answer: FALSE Answer: FALSE Answer: FALSE ANOVA is used to determine if there is any correlation among

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos. This "traffic counting" machine would be an example of mechanical observation. Answer: TRUE Answer: TRUE Answer: TRUE Screening questions should be asked at the very end of the questionnaire. Answer: FALSE Answer: FALSE Answer: FALSE Marketing research projects vary widely; some are taste

Aggregator, or data bank, services offer a wide variety of indexes, directories, and statistical and full-text files, but they are all compiled using the same search logic. Answer: TRUE Answer: TRUE Answer: TRUE Field service firms specialize in collecting data and are full-service firms. Answer: FALSE Answer: FALSE Answer: FALSE If the tests of the significance of the

When regression is used as a screening device, the items to report are (1) dependent variable, (2) statistically significant independent variables, (3) signs of beta coefficients, and (4) standardized beta coefficients for the significant variables. Answer: TRUE Answer: TRUE Answer: TRUE While you can go directly into marketing research after college, a graduate degree is

A prediction is a statement of what is believed will happen in the future made on the basis of past experience or prior observation. Answer: TRUE Answer: TRUE Answer: TRUE Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing

Regardless of the size of the correlation value, if it is not significant, it is meaningless. Answer: TRUE Answer: TRUE Answer: TRUE Respondents can misunderstand, guess, lose attention, suffer distractions, and suffer respondent fatigue, which are all examples of intentional respondent error and they all contribute to sampling error. Answer: FALSE Answer: FALSE Answer: FALSE With a CATS

If the strata sample sizes are faithful to their relative sizes in the population, you have what is called a proportionate stratified sample design. Answer: TRUE Answer: TRUE Answer: TRUE Symptoms are not the problem but are 'signals" that alert us to a problem. Answer: TRUE Answer: TRUE Answer: TRUE Respondent misunderstanding occurs when a fieldworker believes he

Statistical procedures and models are available to the marketing researcher to help make forecasts about future events, and these fall under the category of association analysis. Answer: FALSE Answer: FALSE Answer: FALSE By the 1960s, marketing research not only had gained acceptance in organizations, but was recognized as important to firms' survival. Answer: TRUE Answer: TRUE Answer:

McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering. Answer:

Covariation is defined as the amount of change in one variable systematically associated with a change in another variable. Answer: TRUE Answer: TRUE Answer: TRUE "Faulty recall" occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior under question. It is a reason for not

In experimental design nomenclature, an X represents the measurement of the dependent variable. Answer: FALSE Answer: FALSE Answer: FALSE Internal supplier firms organize the research function by using either committees or by assigning individuals the responsibility. They do not have their own departments of marketing research. Answer: FALSE Answer: FALSE Answer: FALSE One of the steps suggested to

Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey. Answer: TRUE Answer: TRUE Answer: TRUE With the 99% level of confidence, the corresponding z value is 2.58. Answer: TRUE Answer: TRUE Answer: TRUE Presence refers to the strength of a relationship between three or more variables. Answer: FALSE Answer: FALSE Answer:

In multiple regression we make a prediction, but we cannot put confidence intervals around our prediction as we can in bivariate regression. Answer: FALSE Answer: FALSE Answer: FALSE Research objectives should specify the unit of measurement used to gather the required information in a research study. Answer: TRUE Answer: TRUE Answer: TRUE Real-time capture of data is available

Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by the government. Answer: FALSE Answer: FALSE Answer: FALSE Packaged services firms use a proprietary process to conduct a service such as test marketing or measuring

The SKOPOS service RepliKator measures consumer reaction to radio messages. Answer: FALSE Answer: FALSE Answer: FALSE Plus-one dialing procedure is a popular variation of random digit dialing that increases the number of calls to additional sample members (hence "plus") who may participate in the survey. Answer: FALSE Answer: FALSE Answer: FALSE With simple random sampling, the probability of

Statistical concepts such as correlation and cross-tabulation are forms of association analysis. Answer: TRUE Answer: TRUE Answer: TRUE The basic concept of the central limit theorem is that all research findings are limited in their application simply because they are based upon a sample and not a census. Answer: FALSE Answer: FALSE Answer: FALSE Though they are often

In parameter estimation, a value such as the population mean is estimated based on a sample's mean and its size. Answer: TRUE Answer: TRUE Answer: TRUE Marketing research firms classified as "market segment specialists" and "field services" firms are categorized as being full-service supplier firms. Answer: FALSE Answer: FALSE Answer: FALSE In sample size formulae, acceptable sample error

It is never prudent to search secondary data until you have fully consulted the primary data you have collected. Answer: FALSE Answer: FALSE Answer: FALSE Self-administered surveys place a very high premium on proper questionnaire design. Answer: TRUE Answer: TRUE Answer: TRUE A preferred seating arrangement in a focus group should allow each participant to see the leader

The hypothesized population parameter value can be determined using either a percentage or a mean. Answer: TRUE Answer: TRUE Answer: TRUE The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques. Answer: TRUE Answer: TRUE Answer: TRUE Tracking studies gather data from retail stores by using either scanner data or by conducting

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the halo effect. Answer: TRUE Answer: TRUE Answer:

A regression line using the least squares criterion will result in high residuals. Answer: FALSE Answer: FALSE Answer: FALSE A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time. Answer: TRUE Answer: TRUE Answer: TRUE Sample accuracy refers to how close a random sample's statistic is to another random sample

Test markets do not yield infallible results. Sometimes test markets lead to the wrong decision. Answer: TRUE Answer: TRUE Answer: TRUE Long paragraphs in a report are advisable because they show thoroughness. Answer: FALSE Answer: FALSE Answer: FALSE Experience surveys are carried out in order to assess the experience levels of several marketing research firms in order to

The body of the report consists of the following: introduction, research objectives, methodology, results, limitations, and conclusions and recommendations. Answer: TRUE Answer: TRUE Answer: TRUE The American Community Survey (ACS) may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades. Answer: TRUE Answer: TRUE Answer:

When the descriptors on a scale measure levels or amounts (i.e., the level of sales dollars), the scale is metric (interval or ratio). Answer: TRUE Answer: TRUE Answer: TRUE Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. Answer: TRUE Answer: TRUE Answer: TRUE One

Online information is so prevalent and often common sense, so it is okay to use information from websites without referencing the information used. Answer: FALSE Answer: FALSE Answer: FALSE Statistical concepts such as standard error and null hypothesis are forms of predictive analysis. Answer: FALSE Answer: FALSE Answer: FALSE In determining the level of confidence, any level of

There is a separate sample size formula for estimating a percentage of the population than for estimating a mean of the population. Answer: TRUE Answer: TRUE Answer: TRUE Questionnaire design is really a process of several interrelated steps. Answer: TRUE Answer: TRUE Answer: TRUE The sample size is always related to how representative the sample is of the

The axiom, "You can take any finding in the survey, replicate the survey with the same probability sample size, and you will be very likely to find the same finding within the percent range of the original finding," is based on the idea of the confidence interval. Answer: TRUE Answer: TRUE Answer:

When a researcher uses gender as a dummy variable in a study for a client, it is important not to distort the findings by highlighting this fact in the final report and presentation. Answer: FALSE Answer: FALSE Answer: FALSE An in-depth interview has the advantages of allowing the interviewer to probe by asking many

World revenues for the marketing research industry are about $300 billion annually. Answer: FALSE Answer: FALSE Answer: FALSE Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs. Answer: TRUE Answer: TRUE Answer: TRUE It has yet to be proven if social media can effectively serve as

Titles should be very brief because the main purpose of titles is to identify one report from another. Answer: FALSE Answer: FALSE Answer: FALSE One of the greatest pluses of online panels is high response rate. Answer: TRUE Answer: TRUE Answer: TRUE The standard deviation indicates the degree of variation or diversity in the values in such a

A validation check occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey. Answer: FALSE Answer: FALSE Answer: FALSE We would use the Pearson correlation table if we wanted to visualize the nonmonotonic relationship between two nominal scaled variables. Answer: FALSE Answer: FALSE Answer: FALSE One of the

A random sample must be perfectly accurate to be considered a very good representation of the population. Answer: FALSE Answer: FALSE Answer: FALSE The sample unit refers to the basic level of investigation; this could be a person, household, or supermarket. Answer: TRUE Answer: TRUE Answer: TRUE n-Way ANOVA is a procedure that determines differences between three or

Research determines a significant difference between cold remedy preferences depending on symptoms to be relieved. When the marketing manager markets several different remedies, each designed to reduce a different symptom, we can say the differences found in the research are actionable. Answer: TRUE Answer: TRUE Answer: TRUE The Pearson product moment correlation measures the

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries. Answer: FALSE Answer: FALSE Answer: FALSE In area sampling, the one-step approach is applied if the researcher believes that the various geographic areas (or clusters) are sufficiently identical. Answer: TRUE Answer: TRUE Answer: TRUE When a

The degrees of freedom in chi-square are calculated by multiplying the rows, minus one times the columns, minus one. Answer: TRUE Answer: TRUE Answer: TRUE Marketing research is synonymous with market research. Answer: FALSE Answer: FALSE Answer: FALSE In a "Yes/No" question, 50 percent "Yes" and 50 percent "No" shows less variability than does 90 percent "Yes" and 10

Greek letters are used for sample statistics and Roman letters are used for parameters. Answer: FALSE Answer: FALSE Answer: FALSE It is useful for a researcher to offer the "don't know" option with the type of questions that require mental effort to reduce item omissions. Answer: TRUE Answer: TRUE Answer: TRUE In area sampling, the two-step approach is

Information state is a discrepancy between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand. Answer: FALSE Answer: FALSE Answer: FALSE Values that are computed from a complete census, which are considered to be precise and valid measures of the population, are referred

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner. Answer: TRUE Answer: TRUE Answer: TRUE Marketing researchers make use of samples because obtaining information from every single person in a market is impractical. Answer: TRUE Answer: TRUE Answer: TRUE Discontinuous panels are sometimes

One ethical issue that does not affect the marketing research industry is research integrity. Because marketing research objectively gathers and reports information, there is no issue with withholding, altering, or intentionally misinterpreting information. Answer: FALSE Answer: FALSE Answer: FALSE A tactic for reducing falsehoods and nonresponse error is the use of incentives, which are

The Duncan's Multiple Range test is a post hoc test that allows the researcher to determine among which pairs of means significant differences exist. Answer: TRUE Answer: TRUE Answer: TRUE A reference page or endnotes (if appropriate) should precede the appendix. Answer: TRUE Answer: TRUE Answer: TRUE The marketing research report may be the only part of the

Syndicated data services companies provide customized information and services to individual clients. Answer: FALSE Answer: FALSE Answer: FALSE Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling. Answer: FALSE Answer: FALSE Answer: FALSE Mail surveys suffer from low response rates. Answer: TRUE Answer: TRUE Answer: TRUE Coffee orders at a

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion. Answer: TRUE Answer: TRUE Answer: TRUE When a firm's management has not defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis. Answer: TRUE Answer: TRUE Answer: TRUE In

A demographic question such as, "About how many times did you buy fast-food for lunch last week?" should have the median as the appropriate central tendency measure for its responses. Answer: FALSE Answer: FALSE Answer: FALSE The before-after with control group design is a quasi-experimental design. Answer: FALSE Answer: FALSE Answer: FALSE Confidentiality occurs when the interviewer phrases

Immediately in bivariate analysis, the researcher must find out whether or not a linear relationship exists in the population. Answer: TRUE Answer: TRUE Answer: TRUE External supplier firms may be classified into the two categories of full-service and field data service firms. Answer: FALSE Answer: FALSE Answer: FALSE Generally speaking, the chi-square value is calculated by dividing the sum

Purposive samples require a judgment as to who should be in the sample. Answer: TRUE Answer: TRUE Answer: TRUE Nonsampling errors can be measured if sampling error is calculated. Answer: FALSE Answer: FALSE Answer: FALSE The purpose of marketing research is to link the consumer to the marketers by providing information that can be used in making marketing

Unlike syndicated data, the data from a packaged service will differ for each client. Answer: TRUE Answer: TRUE Answer: TRUE In a table it would be wise to report survey data as accurately as possible; using three to four decimal places is desirable. Answer: FALSE Answer: FALSE Answer: FALSE Stepwise multiple regression is useful if a researcher has many

Variability (standard deviation) of a population where a mean is being estimated may be estimated by dividing the range by 6. Answer: TRUE Answer: TRUE Answer: TRUE Descriptive research is often carried out at the outset of research projects. Answer: FALSE Answer: FALSE Answer: FALSE In evaluations conducted on the performance of the marketing research industry, the conclusions have

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies. Answer: FALSE Answer: FALSE Answer: FALSE Large sample size bias refers to a belief that sample size determines a sample's representativeness. Answer: TRUE Answer: TRUE Answer: TRUE The primary advantage of laboratory experiments is that they allow the researcher to control the

The PRC has been quickly adopted by both clients and research professionals. Answer: TRUE Answer: TRUE Answer: TRUE Although there are separate differences tests for means versus percentages, all these test for differences between two or more values. As long as you have at least two percentages or two means, any one test will be

Surveys involve interviews with a large number of respondents using a predesigned questionnaire. Answer: TRUE Answer: TRUE Answer: TRUE Causal research, undertaken to help recognize causes and effects, is usually carried out through experiments. Answer: TRUE Answer: TRUE Answer: TRUE True experimental designs do not have to resort to relying on experimental and control groups. Answer: FALSE Answer: FALSE Answer: FALSE Andy

Familiarity with a client can change the researcher's recommendations. Answer: TRUE Answer: TRUE Answer: TRUE Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems. Answer: TRUE Answer: TRUE Answer: TRUE Using the confidence interval formula for calculating sample size, the amount of

A great deal of "census" information is actually based upon statistical sampling. Answer: TRUE Answer: TRUE Answer: TRUE If two secondary sources of information report different information for what appears to be the same entity, a researcher should avoid using either information source at all costs. Answer: FALSE Answer: FALSE Answer: FALSE The American Marketing Association's definition of marketing

One of the reasons for taking a sample is that the typical researcher cannot analyze the huge amounts of data generated by a census. Answer: TRUE Answer: TRUE Answer: TRUE Nonresponse includes a failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals

Action standards specify what actions are to be taken during the initial stages of the marketing research process. Answer: FALSE Answer: FALSE Answer: FALSE Procter & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful to the environment as disposable diapers. This example

A census is defined as a subset of the population that somehow represents that entire group. Answer: FALSE Answer: FALSE Answer: FALSE The marketing research industry offers many educational opportunities for members of the industry. One highly regarded training program is offered through The Burke Institute. Answer: TRUE Answer: TRUE Answer: TRUE A river sample is created via

Although frugging is considered unethical, it is not illegal. Answer: TRUE Answer: TRUE Answer: TRUE The logic of hypothesis testing is that if we assume that the hypothesized value is the population parameter, then, at the 95 percent level of confidence, if we took 100 separate samples, the z value for 95 of those

CAPI stands for computer-assisted personal interviewing. Answer: TRUE Answer: TRUE Answer: TRUE Appendices are necessary and would normally be placed in the front matter of the report. Answer: FALSE Answer: FALSE Answer: FALSE All malls allow for as many research firms who wish to intercept shoppers because it attracts more customers. Answer: FALSE Answer: FALSE Answer: FALSE SPSS will report analysis of

Using marketing research to select new target markets not only involves determining the size of various market segments, but also determining if the market segment is growing or shrinking. Answer: TRUE Answer: TRUE Answer: TRUE When marketing research is used to improve marketing as a process, the research information is often published in journals