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978-0134167404 Chapter 1 Lecture Note
Copyright © 2017 Pearson Education, Inc. 1 CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH LEARNING OBJECTIVES In this chapter you will learn: • 1.1 To know the relationship of marketing research to marketing, the marketing concept, and marketing strategy • 1.2 […]
978-0134167404 Chapter 10 Lecture Note
CHAPTER 10 DETERMINING THE SIZE OF A SAMPLE LEARNING OBJECTIVES In this chapter you will learn: 10-1 Several axioms about sample size 10-2 What is means to compute sample size using the confidence interval 10-3 How to compute sample size […]
978-0134167404 Chapter 11 Lecture Note
CHAPTER 11 DEALING WITH FIELDWORK AND DATA QUALITY ISSUES LEARNING OBJECTIVES In this chapter you will learn: 11-1 What constitutes sampling error 11-2 About errors that occur during field data collection 11-3 How to control field data collections error 11-4 […]
978-0134167404 Chapter 12 Lecture Note Part 1
CHAPTER 12 USING DESCRIPTIVE ANALYSIS, PERFORMING POPULATION ESTIMATES, AND TESTING HYPOTHESES LEARNING OBJECTIVES In this chapter you will learn: 12-1 What the different types of statistical analyses used in marketing research are 12-2 Descriptive analysis and how to do it […]
978-0134167404 Chapter 12 Lecture Note Part 2
Frequency Percent Valid Percent Cumulative Percent Valid Less than High School 11 2.8 2.8 2.8 Some High School 14 3.5 3.5 6.3 High School Graduate 14 3.5 3.5 9.8 Some College (No Degree) 14 3.5 3.5 13.3 Associate Degree 14 […]
978-0134167404 Chapter 13 Lecture Note Part 1
CHAPTER 13 IMPLEMENTING BASIC DIFFERENCES TESTS LEARNING OBJECTIVES In this chapter you will learn: 13-1 Why difference are important 13-2 How SPSS eliminates the worry of small samples 13-3 To test for significant differences between two groups (percentages and averages) […]
978-0134167404 Chapter 13 Lecture Note Part 2
THE HYPOTHESIS THAT THE AVERAGES ARE EQUAL IS NOT SUPPORTED: A JAZZ COMBO IS PREFERRED OVER A STRING QUARTET. 4. What about unusual entrees versus unusual desserts? Paired Samples Statistics Mean N Std. Deviation Std. Error Mean Pair 1 Prefer […]
978-0134167404 Chapter 14 Lecture Note Part 1
CHAPTER 14 MAKING USE OF ASSOCIATIONS TESTS LEARNING OBJECTIVES In this chapter you will learn: 14-1 The types of relationships between two variables 14-2 How relationships between two variables may be characterized 14-3 What correlation coefficients and covariation are 14-4 […]
978-0134167404 Chapter 14 Lecture Note Part 2
Buy Toys 14. Following is some information about 10 respondents to a mail survey concerning candy purchases. Use SPSS to construct the four different types of cross-tabulation tables which are possible. Label each table, and indicate what you perceive to […]
978-0134167404 Chapter 15 Lecture Note Part 1
CHAPTER 15 UNDERSTANDING REGRESSION ANALYSIS BASICS LEARNING OBJECTIVES In this chapter you will learn: 15-1 What is bivariate linear regression analysis including basic concepts such as terms, assumptions, and equation 15-2 What is multiple regression analysis including the basic underlying […]
978-0134167404 Chapter 15 Lecture Note Part 2
trimmed multiple regression. Continue until only statistically significant betas are left. The logic is based on the null hypothesis that says that any nonsignificant independent variable in the multiple regression equation has a beta of zero. Thus, in order to […]
978-0134167404 Chapter 16 Lecture Note
CHAPTER 16 THE RESEARCH REPORT LEARNING OBJECTIVES In this chapter you will learn: 16-1 To learn the importance of the marketing research report 16-2 To know how to position the report for the audience 16-3 To learn what plagiarism is, […]
978-0134167404 Chapter 2 Lecture Note
CHAPTER 2 THE MARKETING RESEARCH INDUSTRY LEARNING OBJECTIVES In this chapter you will learn: 2-1 To learn a brief history of the marketing research industry 2-2 To learn the different types of marketing research firms 2-3 To be aware of […]
978-0134167404 Chapter 3 Lecture Note
Copyright © 2017 Pearson Education, Inc. CHAPTER 3 THE MARKETING RESEARCH PROCESS AND DEFINING THE PROBLEM AND RESEARCH OBJECTIVES LEARNING OBJECTIVES In this chapter you will learn: 3-1 To know the steps of the marketing research process 3-2 To know […]
978-0134167404 Chapter 4 Lecture Note
CHAPTER 4 RESEARCH DESIGN LEARNING OBJECTIVES In this chapter you will learn: 4-1 To understand what research design is and why it is important 4-2 To distinguish three major types of research design: exploratory, descriptive, and causal 4-3 To learn […]
978-0134167404 Chapter 5 Lecture Note
Copyright © 2017 Pearson Education, Inc. CHAPTER 5 SECONDARY DATA AND PACKAGED INFORMATION LEARNING OBJECTIVES In this chapter you will learn: 5-1 To understand the term big data 5-2 To know the differences between primary and secondary data 5-3 To […]
978-0134167404 Chapter 6 Lecture Note
CHAPTER 6 QUALITATIVE RESEARCH TECHNIQUES LEARNING OBJECTIVES In this chapter you will learn: 6-1 To understand basic differences between quantitative and qualitative research techniques 6-2 To learn the pros and cons of using observation as a means of gathering data […]
978-0134167404 Chapter 8 Lecture Note Part 1
CHAPTER 8 UNDERSTANDING MEASUREMENT, DEVELOPING QUESTIONS, AND DESIGNING THE QUESTIONNAIRE LEARNING OBJECTIVES In this chapter you will learn: 8-1 To understand the basics of measurement regarding people, places, and things 8-2 To recognize the three types of measures used by […]
978-0134167404 Chapter 8 Lecture Note Part 2
The functions are: • Identifies the surveyor/sponsor. • Indicates the purpose of the survey. • Explains how the respondent was selected. • Requests for/provides incentive for participation. • Determines if respondent is suitable. 15. Indicate the functions of (a) screening […]
978-0134167404 Chapter 9 Lecture Note
CHAPTER 9 SELECTING THE SAMPLE LEARNING OBJECTIVES In this chapter you will learn: 9-1 Basic concepts involved with samples and sampling 9-2 The reasons for taking a sample 9-3 Differences between probablity and nonprobability sampling 9-4 How to perform each […]
978-0134167404 SPSS Student Assistant Test Part 1
Answers to SPSS Student Assistant Test Questions (Marketing Research, 8th Edition by Burns, Veeck, & Bush) About Your SPSS Student Assistant Questions 1. Who is your SPSS Student Assistant? 2. How can you follow the cursor and mouse clicks in […]
978-0134167404 SPSS Student Assistant Test Part 2
5. If you tested a mean hypothesis that was supported by your sample data, what value would necessarily be included in the 95% confidence interval of the difference? The Mean Difference would be included and exactly in the middle. With […]
978-0134167404 Test Bank Chapter 1 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 1 Introduction to Marketing Research 1) Which of the following is a short definition of marketing? A) Meeting needs profitably B) Meeting wants profitably C) Meeting consumer demands profitably D) Meeting business-to-business wants profitably Answer: […]
978-0134167404 Test Bank Chapter 1 Part 2
45) Determiniing decision makers’ information needs, acquiring the needed information, and distributing that information to the decision makers in a form, and at a time when they can use it for decision-making describes: A) The role of internal reporting systems. […]
978-0134167404 Test Bank Chapter 10 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 10 Determining the Size of a Sample 1) Determining the number of respondents in a particular sample is: A) One of the simplest decisions in the marketing research process. B) One of the most complex […]
978-0134167404 Test Bank Chapter 10 Part 2
45) When using ________, sample size is unrelated to accuracy, so cost-benefit considerations must be used. A) nonprobability sampling B) probability sampling C) cluster sampling D) stratified sampling Answer: A LO: 10:6: Three sample size determination special situations: sampling small […]
978-0134167404 Test Bank Chapter 11 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 11 Dealing with Fieldwork and Data Quality 1) All errors in a survey except those attributable to the sample plan and sample size are termed: A) Nonsampling error. B) Sample risk. C) Continuity error. D) […]
978-0134167404 Test Bank Chapter 11 Part 2
44) Problem respondents fall into several categories. Which of the following does NOT represent one of these problem respondent categories? A) Homogeneous responses B) Break-offs C) Item omissions D) Yea-or nay-saying patterns Answer: A LO: 11:7: Data quality issues in […]
978-0134167404 Test Bank Chapter 12 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 12 Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 1) The problem confronting the marketing researcher when faced with a dataset is ________, which is defined as the process of describing a dataset […]
978-0134167404 Test Bank Chapter 12 Part 2
46) When ________ are encountered by marketing researchers, the marketing researcher performs the appropriate hypothesis test and interprets the findings. A) implicit hypotheses B) explicit hypotheses C) concurrent hypotheses D) exclusive hypotheses Answer: A LO: 12:11: How to report hypothesis […]
978-0134167404 Test Bank Chapter 13 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 13 Implementing Basic Differences Tests 1) One commonly used basis for market segmentation is the discovery of all of the following differences EXCEPT for: A) Economically viable. B) Statistically significant. C) Meaningful. D) Stable. Answer: […]
978-0134167404 Test Bank Chapter 13 Part 2
44) When a researcher wants to determine if two means of two different questions using the same scale format and answered by the same respondents in the sample are significantly different, they would use what type of test? A) Paired […]
978-0134167404 Test Bank Chapter 14 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 14 Making Use of Associations Tests 1) There are statistical analyses beyond simple descriptive measures, statistical inference, and differences tests including ________, which determine whether a stable relationship exists between two variables. A) associative analyses […]
978-0134167404 Test Bank Chapter 14 Part 2
45) A ________ allows a researcher to visually inspect the plotted points and possibly to spot a systematic nonlinear relationship. A) line graph B) stacked bar chart C) multiple line graph D) scatter plot Answer: D LO: 14:9: Special considerations […]
978-0134167404 Test Bank Chapter 15 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 15 Understanding Regression Analysis Basics 1) What is the predictive analysis technique in which one or more variables are used to predict the level of another by use of the straight-line formula? A) Regression analysis […]
978-0134167404 Test Bank Chapter 15 Part 2
44) Even though two variables, such as sales and advertising, are logically connected, a regression analysis does not permit the marketing researcher to make cause-and-effect statements because: A) Other independent variables are not controlled. B) Other dependent variables are not […]
978-0134167404 Test Bank Chapter 16 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 16 Writing the Research Report 1) The importance of the marketing research report cannot be understated; even the best research will not drive the appropriate action unless: A) The audience understands the results and their […]
978-0134167404 Test Bank Chapter 16 Part 2
47) The marketing research report is a factual message that transmits research results, conclusions, vital recommendations, and other important information to the client, who in turn bases his or her decision making on the contents of the report. Answer: TRUE […]
978-0134167404 Test Bank Chapter 2 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 2 The Marketing Research Industry 1) Information gathering to be used for decision-making goes back to the earliest days of recorded history. In the United States, surveys were used in the early 1800s to determine: […]
978-0134167404 Test Bank Chapter 2 Part 2
45) Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession. This code would falls into the category of: A) Fair dealings with respondents. B) Fair dealings with clients and […]
978-0134167404 Test Bank Chapter 3 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 3 The Marketing Research Process & Defining the Problem and Research Objectives 1) The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research. B) […]
978-0134167404 Test Bank Chapter 3 Part 2
50) After beginning to gather data, it may be determined that the research objectives should be changed. Answer: TRUE LO: 3:1: The steps of the marketing research process Diff: Easy Classification: Application AACSB: Application of knowledge 51) Researchers understand that […]
978-0134167404 Test Bank Chapter 4 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 4 Research Design 1) Research design should be: A) Selected after thoroughly considering the problem and research objectives. B) Formulated after data analysis. C) The first consideration in a research project. D) Selected during the […]
978-0134167404 Test Bank Chapter 4 Part 2
49) Every problem and research objective may not be unique. There are not usually enough similarities among problems and objectives to allow researchers to make some decisions in advance about the best research design to use to resolve the problem. […]
978-0134167404 Test Bank Chapter 5 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 5 Secondary Data & Packaged Information 1) The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies. A) basic data B) big […]
978-0134167404 Test Bank Chapter 5 Part 2
51) Even with big data, researchers first must be sure that the problem statement and research objectives have been carefully defined. Answer: TRUE LO: 5:1: To understand the meaning of big data Diff: Moderate Classification: Application AACSB: Application of knowledge […]
978-0134167404 Test Bank Chapter 6 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 6 Utilizing Exploratory and Qualitative Research Techniques 1) Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: A) Quantitative research. B) Primary research. […]
978-0134167404 Test Bank Chapter 6 Part 2
49) The primary advantage of quantitative research is that it allows researchers to gather deeper, richer information from respondents. Answer: FALSE LO: 6:1:The differences between quantitative and qualitative research techniques Diff: Easy Classification: Application AACSB: Application of knowledge 50) Any […]
978-0134167404 Test Bank Chapter 7 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 7 Evaluating Survey Data Collection Methods 1) Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large […]
978-0134167404 Test Bank Chapter 7 Part 2
51) The newest and currently most popular form of data collection is the use of social media, which are immense groups of potential respondents who are recruited and compensated by companies that provide access to them for a fee. Answer: […]
978-0134167404 Test Bank Chapter 8 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire 1) Determining a description or amount of some property of an object is known as: A) Scale level. B) Attributes of properties. C) Subjective and objective […]
978-0134167404 Test Bank Chapter 8 Part 2
47) Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object. Answer: FALSE LO: 8:1: What the basic concepts of measurement are, and so forth are Diff: Easy Classification: Application […]
978-0134167404 Test Bank Chapter 9 Part 1
Marketing Research, 8e (Burns/Bush) Chapter 9 Selecting the Sample 1) ________ is an entire group under study as specified by the objectives of the research project. A) Study group B) Population C) Sample D) Census Answer: B LO: 9:1: Basic […]
978-0134167404 Test Bank Chapter 9 Part 2
44) The ________ is a definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample. A) sample plan B) sample method C) sample technique D) sample objective Answer: A LO: 9:7: The […]
Chapter 7 A Disadvantage Of The Mall Intercept Interview Method Is
CHAPTER 7 EVALUATING SURVEY DATA COLLECTION METHODS LEARNING OBJECTIVES In this chapter you will learn: 7-1 To learn the four basic alternative modes for gathering survey data 7-2 To understand the advantages and disadvantages of each of the various data […]