Basic Marketing Research (with Qualtrics Printed Access Card) 8th Edition

Regression analysis a. is a means for getting at the nature of the relationship between one or more predictor variables and an outcome variable. b. "regresses" the independent variable on the set of outcome variables. c. produces regression coefficients for each of the predictor variables. d. All of the above. e. Both a and

What type of research should a manager use when she needs precise answers about the effects of various proposed marketing actions on important outcomes? a. Exploratory b. Causal c. Surveys d. Descriptive e. Both A and D Answer: b Answer: b Answer: b Which of the following is FALSE? a. You are studying the product life cycle phenomenon and

A brings together a small number of individuals to talk about a topic of interest to the researcher. a. Depth interview b. Focus group c. Data mining d. Case analysis e. None of the above Answer: b Answer: b Answer: b Data such as transactional data collected by banks, airlines and retailers is known as data. a. Structured b. Random c.

In a controlled test market all of the following are true, EXCEPT the a. product is distributed through normal distribution channels. b. test is conducted by a service agency external to the firm. c. test market service pays retailers for shelf space. d. test market service coordinates the trade promotion program. e. product is guaranteed

The number provided by the calculation, "number of completed interviews" divided by the sum of "number of completed interviews" and "number of ineligibles" is called the a. response rate. b. eligibility percentage. c. completeness percentage. d. refusal ratio. e. nonresponse rate. Answer: b Answer: b Answer: b To determine the effect of change in ticket

"How do you feel about the Apple, Inc.?" is an example of which type of question? a. Fixed-alternative b. Structured c. Open-ended d. Close-ended e. a, b, and c. Answer: c Answer: c Answer: c Which of the following is NOT one of the steps that must happen before data can be analyzed? a. Editing the data b. Coding the

Which of the following statements does NOT accurately describe the mail questionnaire? a. It allows a wide sample to be used. b. It allows a representative sample to be used. c. It is a relatively inexpensive means of recruiting respondents. d. It ensures that the correct person receives and completes the questionnaire. e. It is

In simple random sampling, every population unit has an equal chance of being chosen. a. True b. False Answer: True Answer: True Answer: True Observational data have the advantage over communication data in which of the following categories? a. Objectivity, cost, and speed b. Objectivity and accuracy c. Objectivity and speed d. Speed and versatility e. Cost

Which type of research is concerned with determining cause-and-effect relationships? a. Descriptive b. Causal c. Exploratory d. All of the above e. Both A and C Answer: b Answer: b Answer: b A market researcher divides the Dallas metropolitan area into blocks having roughly equal populations. He then selects a random sample of blocks and sends interviewers to

Dell Corporation sent five different versions of their email to customers to determine which message was most effective at getting customers to make online purchases. While online sales rose by nearly 20%, two of the versions demonstrated higher than normal click-through rates. Such experimentation done in a realistic environment would be

The distinguishing feature of probability samples is that a. they involve personal judgment somewhere in the selection of sample elements. b. each population element has an equal chance of being included in the sample. c. each population element has an equal chance of being included in the sample and every combination of n

Creating charts, graphs, images, diagrams and even word clouds that allow for better communication of data is an example of: a. Data fusion b. Visualization c. Neural networks d. Harmonization e. Data mining Answer: b Answer: b Answer: b When determining the method of administration, it's important to remember that choice of method will influence a. number and type

Which of the following is NOT one of the six steps in problem definition identified in chapter 3? a. State the manager's decision problem. b. Prepare research request agreement. c. Secure funding d. Meet with client e. Clarify the problem/opportunity. Answer: c Answer: c Answer: c The communications approach to gathering primary data can be used for collecting

In most multivariate analyses, the goal is to see whether one __________ variable. a. independent, predictor b. predictor, outcome c. independent, outcome d. outcome, dependent e. Both b and c. Answer: e Answer: e Answer: e A big advantage of the systems approach over the project approach is current information needed for normal operations is available when managers need

Refer to Scenario 17.3. What is the appropriate test to determine whether sales results of the new running suit are similar to what would be expected given the previous sales history of sweatshirts made of the three fabrics? a. Regression analysis b. z-test for comparing sample mean against a standard c. Chi-square test d.

One method of handling potentially embarrassing questions uses a. branching questions. b. the telescoping technique. c. fixed alternatives. d. item nonresponse. e. the randomized-response model. Answer: e Answer: e Answer: e What statement best describes what prescriptive analysis is used for? a. To uncover explanatory and predictive models of business performance based on the relationship

Area sampling is a form of a. cluster sampling. b. stratified sampling. c. quota sampling. d. convenience sampling. e. simple random sampling. Answer: a Answer: a Answer: a Defining the problem is among the most difficult aspects of the marketing research process because of the of every situation a manager may encounter. a. Complexity b. Urgency c. Riskiness d.

A stratum chart is equivalent to a line chart. a. True b. False Answer: False Answer: False Answer: False For long reference periods, which of the following is FALSE? a. Telescoping error is relatively small. b. Recall loss is relatively large. c. Telescoping error may outweigh recall loss. d. The two effects -- recall loss and

Let's assume we find in a study that the Pearson's correlation coefficient between number of years of education and cigarette smoking is -0.73. This means that as education level increases a. smoking tends to increase. b. smoking tends to decrease. c. smoking changes 73%. d. Education and smoking are unrelated. e. An educated person smokes

The standard test market plays a vital role when a. a firm wishes to test its ability to actually sell to the trade and get distribution for the product. b. the capital investment is large. c. the firm is entering a new territory. d. Both A and B. e. A, B, and C. Answer: e Answer:

To improve your writing a. use technical terminology. b. use the longest words possible. c. write only one draft. d. read it aloud. e. use complex sentences. Answer: d Answer: d Answer: d The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals

Which of the following is an example of secondary data? a. An online survey to gather demographic information on product purchasers b. Existing data compiled from product warranty registration cards c. Published industry statistics d. All of the above are types of secondary data e. Only B and C are secondary data Answer: e Answer: e

Ratio scales can be used to do everything that interval, ordinal and nominal scales can do. a. True b. False Answer: True Answer: True Answer: True The words occasionally, sometimes, regularly and often are considered ambiguous. a. True b. False Answer: True Answer: True Answer: True In general, the simpler the definition of the target population a. the

What type of scale is the following? Poor Quality High Quality Cars manufactured by South Korean companies are of (place on "X" on the point of this spectrum that represents your view) Poor Quality High Quality a. Stapel scale b. Likert scale c. Temperature scale d. Graphic-rating scale e. Itemized rating scale Answer: d Answer: d Answer: d In general, it is

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites. This is an example of a. Direct observation. b. Archives. c. Indirect observation. d. Experiment. e. None of the above. Answer: c Answer: c Answer: c Which of the following is NOT a common

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use a. in-office personal interviews. b. in-home personal interviews. c. focus

Looking for evidence that the research was done properly is a way to gauge the accuracy of secondary data. a. True b. False Answer: True Answer: True Answer: True Refer to Scenario 17.1. What is the sample standard deviation? a. 0.4318 b. 0.3246 c. 0.6571 d. 1.0239 e. Can't be determined from the table. Answer: c Answer: c Answer: c

Which of the following is NOT a key dimension of behavior that should be measured by the researcher? a. How much? b. Where? c. In what situation? d. Who? e. Why? Answer: e Answer: e Answer: e Which of the following is essentially a sampling frame problem? a. Refusals b. No one at home c. Observation errors d. Noncoverage errors e. Designated respondent

Sales and cost data compiled in the normal accounting cycle represent a promising source of external secondary data. a. True b. False Answer: False Answer: False Answer: False Which of the following statements is FALSE with regard to ratio scales? a. A ratio scale exhibits the property of identity. b. With a ratio scale, the comparison of

The Marketing Research Corporation of America has been hired to administer a series of "yes/no" questions to shoppers in a local mall. If questions on a survey have only two possible answers (such as "yes/no" questions), this type of questions are called a. open-ended questions. b. double-barreled questions. c. close-ended questions. d. fixed-alternative response questions. e.

Dial soap's brand managers want to know which of three proposed end-aisle displays works the best in terms of catching consumers' attention. They set up prototypes of the three displays in three supermarkets in a large metropolitan area and visit each to observe consumers body language, time spent at each

Which of the following is FALSE regarding popular standard test market cities? a. They are demographically representative of the larger market in which the product will be ultimately sold. b. They should be geographically isolated from other cities. c. They should be located centrally within the U.S. d. They should be large enough that

Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the higher costs. What type of primary data research should the company use to answer this

For a scale to have ordinal properties, which of the following must be established? a. If "a" is greater than "b," then "b" is not greater than "a." b. If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." c. If "a" is equal to

A motive is any inner state that directs or channels behavior toward goals. a. True b. False Answer: True Answer: True Answer: True Data systems most commonly hold information relating to: a. Existing customers. b. Prospective customers. c. Competitors. d. Suppliers. e. All of the above may be held in a data system Answer: e Answer: e Answer: e Strategy-oriented decision problems are

A concern about the expanding number of commercial databases and corporate information systems is the issue of: a. Privacy b. Accuracy c. Cost d. Access e. Compatibility Answer: a Answer: a Answer: a The majority of retail sales information is based on store audits. a. True b. False Answer: False Answer: False Answer: False The primary purpose of dialog systems is to allow

The main advantage of panels is that they are representative and/or random. a. True b. False Answer: False Answer: False Answer: False The tendency for earlier questions to affect respondent's answers to later questions is called question order bias. a. True b. False Answer: True Answer: True Answer: True Which of the following about questionnaire design is

Although focus groups vary in size, most consist of members. a. 1-2 b. 3-4 c. 8-12 d. 15-18 e. 20 or more Answer: c Answer: c Answer: c An entrepreneur is able to analyze traffic pattern and consume demographic(includingin come,ethnicity,age to identify the best site for her new upscale Italian restaurant. Mapping software, often called easily combine demographic data

Having the employee watch the salad bar usage is actually a(n) research design. a. Observational b. Survey c. Experiment d. Causal study e. None of the above. Answer: a Answer: a Answer: a Which of the following statements about depth interviews in NOT true? a. They are used to conduct exploratory research. b. They don't require a random sample. c. They

The CIO serves as liaison between the firm's top management and its information systems department. a. True b. False Answer: True Answer: True Answer: True A statistic used to measure the strength of relationship between categorical variables is called a Cramer's V. a. True b. False Answer: True Answer: True Answer: True Judgment samples are best used

What type of scale is the following? Indicate you overall opinion about Dell computers by circling one of the following categories: a. Stapel scale b. Likert scale c. Temperature scale d. Graphic-rating scale e. Itemized rating scale Answer: e Answer: e Answer: e If an organization selects two towns for a market study (one for the test and the

Which of the following can be used to measure knowledge of an advertisement? a. Unaided recall b. Aided recall c. Recognition d. Both a and b. e. a, b, and c. Answer: e Answer: e Answer: e If you have five friends who tell you they all have had a great experience with their purchase of a Chevrolet

Which of the following statements is NOT true with respect to the oral research presentation? a. Many listeners may not be able to understand the technical aspects of the research. b. A quality presentation can disguise poor research, to some extent. c. Quality research can improve a poor presentation. d. Many listeners may not

Which of the following is NOT typically part of the good summary? a. Introductory information providing background for the research b. Important results c. Conclusions d. Cost of the project e. All the above are part of the good summary. Answer: d Answer: d Answer: d With an interval scale__________ a. we cannot compare the absolute

An outlier is an observation so different from the rest of the observations that the analyst chooses to treat it as a special case. a. True b. False Answer: True Answer: True Answer: True The distinguishing features of a simple random sample are a. each population element has a known chance of being selected. b. each population element

Which of the following is FALSE? a. Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally. b. In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific

Which of the following statements about mechanical recording devices is FALSE? a. The people meter provides the researcher information about which television shows have been watched on a particular television. b. The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy. c. Response latency measures the

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of a. systematic error. b. researcher error. c. random error. d. scaling error. e. marginal error. Answer: a Answer: a Answer:

Observers in a supermarket are watching customers selecting apples. They have been given a check list and told to check all the behaviors that apply for each consumer. This method of data collection is a(n) a. Unstructured-disguised observation. b. Unstructured-undisguised observation. c. Contrived setting observation. d. Structured observation. e. Laboratory observation. Answer: d Answer: d Answer: d A

One of the common indices used to measure the short-term success and impact of an ad is "day after recall." a. True b. False Answer: True Answer: True Answer: True John thought his exam was last week when it was actually three weeks ago. This is an example of a. implicit alternatives. b. funnel error. c. response latency. d.

Typically, experiments have greater internal validity, and experiments have greater external validity. a. laboratory; field b. field; laboratory c. longitudinal; cross-sectional d. The internal and external validities are usually the same for both types of experiments. e. Neither internal or external validity is critical for experiments. Answer: a Answer: a Answer: a A wealth of barcode transaction data

Which of the following might NOT be an appropriate strategy for dealing with missing information on a questionnaire? a. Throw out the entire questionnaire. b. Overlook the missing information and code the remaining answers. c. Substitute information based on the responses of similar respondents. d. Both a and c. e. All of the above

A contrived observational setting, as compared to a natural setting a. Usually speeds the data collection process. b. Has greater external validity. c. Results in higher cost research. d. Limits the use of electrical or mechanical equipment. e. Involves waiting for the phenomenon of interest to occur. Answer: a Answer: a Answer: a The zero scale value found

Which of the following are limitations of the observation method of collecting data? a. The willingness of a respondent to provide data. b. The memory of a respondent to accurately report data. c. The honesty of a respondent when providing data. d. All of the above are limitations of the observation method of collecting

The question, "Do you feel the government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?" a. is leading. b. contains an implicit alternative. c. is double-barreled. d. Both a and c. e. None of the above. Answer: d Answer: d Answer: d

A derived population refers to a. estimates of population parameters derived from nonprobability sampling plans. b. the best samples that can be drawn from a population using multiple sampling schemes. c. the sample drawn from the parent population using a simple random sampling plan. d. a division of the parent population made to reduce

Which of the following is NOT an example of internal secondary data? a. Customer inquiries b. Customer complaints c. U.S. Department of Commerce reports d. Sales invoices e. Product registration card data Answer: c Answer: c Answer: c Which type of research is typically carried out by means of a survey? a. Descriptive b. Causal c. Exploratory d. Experimental e. Cause-and-effect Answer: a Answer:

Which statistical technique should you use to answer the question: "Is there a significant relationship between education level (a four-category ordinal variable) and whether or not consumers are aware that Firestone is a brand of tires?" a. Multiple regression analysis b. Pearson correlation coefficient c. Chi-square test d. Simple regression analysis e. None of the

Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment, increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area? a. The variable being manipulated

The following is an example of a(n) . Do you think gun control legislation is a effective way to end the senseless slaughter rampant in the inner cities? Yes____ No____ a. double-barreled question b. leading question c. ambiguous question d. implied alternative e. fixed-alternative response Answer: b Answer: b Answer: b If s/he wanted to use

Information control refers to resource issues such as the time and monetary costs of different data collection methods. a. True b. False Answer: False Answer: False Answer: False The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research

The "National Panel Diary" (NPD Group) is a. Concerned with size and nature of the television commercial audience. b. An advertisement readership service. c. A well-known diary panel concerned with the consumption of various goods and services. d. An annual service provided to consumers reporting on the average family's consumption behavior. e. A group that

Which of the following statements about leading questions is NOT true? a. They can result from accidents by careless researchers. b. They can be an indicator of advocacy research. c. They can represent an intentional attempt to manipulate a study's results. d. When used intentionally, they are excellent filter questions. e. They are written in

A random sample of 5,000 households are selected for interviews with the following results: - 1,010 completed interviews - 864 refusals by the respondent - 3,126 no answer/not at home The response rate is a. 19%. b. 20%. c. 36%. d. 38%. e. 51%. Answer: b Answer: b Answer: b Which of the following are advantages of stratified over simple

A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, "why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem? a. Two b.

The component of a Decision Support System that allows users to manipulate the data and conduct analysis is known as the: a. Data system. b. Model system. c. Dialog system. d. Information system. e. Research system. Answer: b Answer: b Answer: b Which of the following is TRUE? a. In the randomized response model, the interviewer must know which

Refer to Scenario 12.1. Which of the following is NOT a potential source of difference between these scores? a. True differences with regard to the feeling of warmth created by the ad. b. Perry had a rotten day at work, while Joe had a good day. c. The sampling of items chosen to

When the scale type in nominal, the appropriate measure of central tendency is_____. When the scale type is interval or ratio, the appropriate measure of central tendency is_________. a. Mode; mean b. Median; mean c. Mean; mode d. Mean; median e. Mode; median Answer: a Answer: a Answer: a Refer to Scenario 17.1. What is

Which of the following is NOT a problem with using a phone book for a sampling frame? a. Unlisted phone numbers. b. Not all homes have phones. c. Double counting homes with multiple phone numbers. d. The phone book is always outdated. e. All of the above are problems when sampling from phone books. Answer:

With a given precision range, the amount of confidence is indirectly related to the size of the sample. a. True b. False Answer: False Answer: False Answer: False Which of the following is FALSE? a. New sources of nonsampling error are being discovered all the time. b. A large sample is much more likely

External validity refers to our ability to attribute the effect that was observed to the experimental variable and not to the other factors. a. True b. False Answer: False Answer: False Answer: False Which of the following is FALSE? a. With a ratio scale, it is possible to have zero amount of some attribute. b. There are

Research investigators often follow their intuition in an exploratory study. a. True b. False Answer: True Answer: True Answer: True Which of the following statements about the interpretation of correlations is NOT true? a. Just because two variables are correlated doesn't mean that one necessarily caused the other. b. There is nothing in correlation analysis that can be

Suppliers of industrial goods advertise most heavily in: a. Catalogs. b. Trade publications. c. Academic journals. d. Newspapers. e. Industrial magazines. Answer: b Answer: b Answer: b Duplication in the list of sampling units results in a. sampling error. b. data collection error. c. systematic error. d. response error. e. overcoverage error. Answer: e Answer: e Answer: e Effective MIS or DSS systems

The codebook is essentially a map to help the researcher navigate from data collection to data editing. a. True b. False Answer: False Answer: False Answer: False In descriptive research, most of the items included in a questionnaire are likely to be a. precoded. b. closed-ended. c. open-ended. d. exhaustive. e. mutually exclusive. Answer: b Answer: b

No matter how well you've performed all the previous steps in the research, a project is often no more successful than the ___________. a. Data collection b. Data analysis c. Problem definition d. Survey administration e. Research report Answer: e Answer: e Answer: e An explanation of the data sources and research methodology to be used in the

Which of the following would be an appropriate interpretation of a p-value? a. A p-value of p < 0.0001 is 'highly significant' and therefore much more valid than a p value of 0.05. b. When a null hypothesis is rejected at some predetermined p level, sampling error is an unlikely explanation of

The distinguishing feature of cluster samples in comparison to other probability sampling plans is that cluster samples a. provide each population element with an equal chance of being included in the sample. b. provide each population element with a known chance of being included in the sample. c. involve the partitioning of the