Marketing Research: Methodological Foundations 10th Edition

Which of the following is typically, but which should not be necessarily, of greater concern to a researcher with regard to a test of a Hypothesis? a. the power of the test b. the rejection of a true null hypothesis c. the failure to reject a false null hypothesis d. committing a Type II

In a five variable two group discriminant analysis, the following weights were derived: V1 = .561, V2 = .030, V3 = .049, V4 = .701, V5 = '.021. The corresponding pooled standard deviations are S1 = 4.60, S2 = 1.23, S3 = 10.40, S4 = 13.23, and S5 = 8.30.

Which of the following is FALSE? a. Telephone interviews are generally the fastest of the three types of data collection by questionnaire. b. Personal interviews and telephone interviews can produce interviewer bias. c. Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires. d. The problems of interviewer

Which of the following does not refer to a method of factor rotation? a. varimax b. oblique c. epsilon d. orthogonal e. quartimax Answer: c Answer: c Answer: c Which of the following is TRUE? a. Superficial analysis of a phenomena is a charge often leveled against exploratory research. b. Sample surveys are expensive in terms of both money and

Which of the following statements pertaining to the index of predictive association is FALSE? a. The index of predictive association is useful when nominally scaled data are available and when we are interested in the degree of improvement in predictions of the criterion variable brought about by considering the classes of the

The approach towards motivation taken in the text a. insists that motives are different from drives. b. suggests that motives involve the determination of how people behave. c. suggests that motives may refer to a need, drive or an urge, but not to a wish, desire, impulse, or any other feeling. d. suggests that

Which of the following is(are) NOT true with regard to the National Purchase Diary Panel? a. Families on the panel are geographically dispersed. b. Participants use a preprinted diary to record purchases. c. The panel is demographically balanced. d. Initial diary results are supplemented with detailed "pantry audits." e. All of the above are true.

Conjoint analysis a. requires respondents to express how they are weighting particular attributes in forming their judgments for products. b. uses actual products or brands as the typical stimuli. c. gets its name from the fact that we can measure relative values of things considered jointly which might be unmeasurable taken one at

A researcher is interested in studying the effect of geographic location of grocery stores on the prices they charge for various food items. A typical "market basket" is selected and the researcher obtains data on the total basket price from 15 randomly selected stores as shown below. Note that 5

A marketing research team collected preferences from consumers in the MidWest who rated the likelihood that they would go on each of the 16 possible week'long spa packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or $2599; golf green fees included or not; and daily

The weaknesses of a quota sample include a. the sample could be skewed with respect to a noncontrol characteristic that is likely to affect the observed variable. b. interviewers are allowed to choose their subjects and interview locations. c. it is difficult to verify whether the sample chosen is representative of the population. d.

Which of the following is an advantage of the observational method over the communication method of gathering primary data? a. versatility b. speed c. cost savings d. objectivity e. none of the above Answer: D Answer: D Answer: D An experimental design a. is one in which the investigator has direct control over at least one independent variable. b. is

Which of the following is FALSE? a. Content validity is most directly concerned with the question of what the instrument is measuring. b. Construct validity cannot truly be established without evidence of convergent and discriminant validity. c. The content validity of a measure focuses on the adequacy with which the domain of the

Which of the following is FALSE? a. Sampling control concerns the researcher's ability to direct the inquiry to a designated respondent and to get the desired cooperation from that respondent. b. Random digit dialing and "Plus-One" sampling are both attempts at overcoming the sampling bias of unlisted numbers. c. The heads of households with

Observation in a laboratory (as opposed to natural) setting has the advantage of a. less restricted behavior. b. fewer tabulation and analysis problems. c. better control of extraneous influences. d. greater external validity. e. a laboratory setting possesses no advantages over a natural setting. Answer: C Answer: C Answer: C Convergent validity is a. demonstrated by showing how well

Which of the following are NOT true of conjoint analysis? a. Conjoint analysis does not require the respondent to provide self'reports regarding the importance of various product attributes. b. Conjoint analysis attempts to determine individuals' utilities for various product attributes when determining choices. c. Conjoint analysis provides essentially the same results as a

Which of the following is TRUE? a. a error and b error are completely complementary in that a + b always equals one. b. A Type I or error occurs when a false null hypothesis is not rejected. c. A Type II or error occurs when a true null hypothesis is rejected. d. When

the population mean () is hypothesized to be 200 the sample mean (x) is 220 ^ the sample size (n) is 25 the unbiased sample standard (s) is 15 The estimated value of the t'statistic is a. 4.0. b. 5.2. c. 6.7. d. 7.2. e. 9.0. Answer: c Answer: c Answer: c When the pretest results are analyzed and recorded in

Calories Consumed Weight of Adult Male in Pounds per Day <119 120'199 >200 Total __________________________________________________________________ <1499 16 20 4 40 1500'2999 4 90 16 110 >3000 0 10 40 50 __________________________________________________________________ Total 20 120 60 200 What percentage of the predictions about calorie consumption would be made correctly by taking weight into

Factor Loading Matrix Variable Factor 1 Factor 2 inactivity .20 .70 aggressiveness .70 .10 ambition .80 .05 stress .60 .15 What proportion of the variability in the data is accounted for by the two factor solution? a. 51% b. 100% c. 78% d. 27% e. more information is needed Answer: a Answer: a Answer: a Which of the following is TRUE? a. Descriptive studies should

Attitudes and opinions a. may be treated interchangeably. b. are both verbal expressions of internal feelings. c. are not related in any way to behavior. d. all of the above. e. a and b above. Answer: A Answer: A Answer: A Which of the following can be used to measure knowledge of an advertisement? a. unaided recall b. aided recall c.

Chapter 1 Marketing Research: Its Everywhere! e 1. Marketing research e 1. Marketing research e 1. Marketing research a. generates information in the firm's environment. b. transmits information from the environment to the firm. c. interprets feedback information. d. makes decisions based

Chapter 10 Attitude Measurement b 1. Which of the following statements about attitude is FALSE? b 1. Which of the following statements about attitude is FALSE? b 1. Which of the following statements about attitude is FALSE? a. Attitude represents a predisposition to respond

Chapter 11 Sampling Procedures b 1. A complete canvas of a population is called b 1. A complete canvas of a population is called b 1. A complete canvas of a population is called a. a sample. b. a census. c.

Chapter 12 Sample Size c 1. Which of the following sampling plans does NOT require determining the necessary c 1. Which of the following sampling plans does NOT require determining the necessary c 1. Which of the following sampling plans does NOT require determining

Chapter 13 Collecting the Data: Field Procedures and Nonsampling Error c 1. The difference between the observed values of a variable and the long-run average of c 1. The difference between the observed values of a variable and the long-run average of c 1.

Appendix 14 Chi-Square Tests c 1. The chi-square test is applicable in situations where c 1. The chi-square test is applicable in situations where c 1. The chi-square test is applicable in situations where a. the subjects are matched. b. frequencies are unimportant.

Chapter 14 Data Analysis: Preliminary Steps c 1. The process of editing involves c 1. The process of editing involves c 1. The process of editing involves a. categorizing the data. b. simply counting the number of cases that fall into the various categories.

Chapter 15 Data Analysis: Basic Questions c 1. The scale skilled, semi-skilled, and unskilled laborer was used to classify respondents c 1. The scale skilled, semi-skilled, and unskilled laborer was used to classify respondents c 1. The scale skilled, semi-skilled, and unskilled laborer was

Appendix 15A Quick Stats Review b 1. The principle which guides the framing of a null hypothesis is: b 1. The principle which guides the framing of a null hypothesis is: b 1. The principle which guides the framing of a null hypothesis is: a.

Appendix 16A Analysis of Variance e 1. Which procedure(s) can be used to test the difference between two means when the e 1. Which procedure(s) can be used to test the difference between two means when the e 1. Which procedure(s) can be used

Chapter 16 Data Analysis: Examination of Differences a 1. A researcher is interested in analyzing a set of nominal data to determine if the a 1. A researcher is interested in analyzing a set of nominal data to determine if the a 1. A

Chapter 17 Data Analysis: Investigation of Association c 1. Which of the following statements about regression/correlation analysis is FALSE? c 1. Which of the following statements about regression/correlation analysis is FALSE? c 1. Which of the following statements about regression/correlation analysis is FALSE? a.

Chapter 18 Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling e 1. The graphical approach to analyzing data to determine what causes differences e 1. The graphical approach to analyzing data to determine what causes differences e 1. The graphical

Chapter 18 Appendix More Multivariate Statistical Techniques d 1. Which of the following statements is false: d 1. Which of the following statements is false: d 1. Which of the following statements is false: a. Correspondence analysis (CA) can be used for research on

Chapter 19 The Research Report a 1. Which of the following is TRUE? a 1. Which of the following is TRUE? a 1. Which of the following is TRUE? a. Because the research report is all that most executives will see of a

Chapter 2 Alternative Approaches to Marketing Intelligence b 1. The feature that distinguishes MIS from a project approach to research is that b 1. The feature that distinguishes MIS from a project approach to research is that b 1. The feature that distinguishes MIS

Chapter 3 The Research Process and Problem Formulation c 1. Which of the following is FALSE? c 1. Which of the following is FALSE? c 1. Which of the following is FALSE? a. A company's philosophy of how marketing research fits into its marketing

Chapter 4 Research Design, Exploratory Research, and Qualitative Data d 1. Research designs d 1. Research designs d 1. Research designs a. should be relevant to the decision problem. b. should use economical procedures. c. are standardized into three formats. d. a

Chapter 5 Descriptive Research d 1. In a descriptive study, the researcher should delay data collection until d 1. In a descriptive study, the researcher should delay data collection until d 1. In a descriptive study, the researcher should delay data collection until a.

Chapter 6 Causal Designs b 1. Which of the following statements about the scientific notion of causality and the b 1. Which of the following statements about the scientific notion of causality and the b 1. Which of the following statements about the scientific

Chapter 7 Data Collection: Secondary Data e 1. Which of the following might NOT be considered a benefit of using secondary data? e 1. Which of the following might NOT be considered a benefit of using secondary data? e 1. Which of

Chapter 8 Data Collection: Primary Data d 1. Demographic and socioeconomic characteristics d 1. Demographic and socioeconomic characteristics d 1. Demographic and socioeconomic characteristics a. can be called states of being. b. represent attributes of people. c. are all easily

Chapter 9 Questionnaires and Data Collection Forms b 1. Questionnaire design: b 1. Questionnaire design: b 1. Questionnaire design: a. is a relatively easy task for most researchers. b. is more an art than a science, although general guidelines do exist. c. proceeds

The components of a data system in a typical DSS system include all EXCEPT a. processes used to retrieve data from internal sources. b. methods of receiving data from external sources. c. languages that allow managers to produce reports from the data. d. modules containing customer and competitive information. e. modules containing industry trend information.

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a. a galvanometer. b. a tachistoscope. c. opthalomograph. d. audiometer. e. none of the above. Answer: A Answer: A Answer: A After determining the research design the next step in the research process is a. design sample and collect data. b. design data collection

Expert systems a. include the procedures used to capture and the methods used to store the data. b. include all the routines that allow the user to manipulate the data to conduct the kind of analysis the individual desires c. are also called language systems. d. are computer based artificial intelligence systems. e. none of

Kruskal's stress a. is an index of variation. b. is a measure of central tendency. c. is a lack of fit index. d. is an index of reproducibility. e. is an index of dispersion. Answer: c Answer: c Answer: c The scale value zero when measuring marketing variables typically represents a. the ordinal nature of the variable. b. an absolute

Dummy tables a. are a statement of how the analysis will be structured. b. provide guidance on which questions to ask. c. should be developed after the data are collected. d. are complete tables except for filling in the actual numbers. e. a, b, and c. Answer: E Answer: E Answer: E Snowball samples are an example of a.

Consider the following advertising claims: Claim 1: "Ultrasoft chairs last 50% longer than our competitor's best chairs." Claim 2: "A random sample of homemakers found Ultrasoft chairs 65% more comfortable than our leading competitor's chairs." Which of the following statements is true with regard to Claim 2? a. Claim 2 can be made legitimately. b.

The following items should be included in the sampling section of the body of the report, except a. the definition of the population. b. what was done. c. how the sample was chosen. d. why the procedure chosen was used. e. all of the above should be included in the body of the report; sampling

When no variable is singled out for special treatment as a criterion variable but rather the researcher is interested in the relationship among all the variables considered at once, the most appropriate technique is a. factor analysis. b. multiple regression analysis. c. linear discriminant analysis. d. multiple regression with dummy variables. e. multiple discriminant analysis.

Chocoholic Ice Cream, Inc. completes an annual study of consumers to determine the customer's brand awareness and satisfaction with the product. These studies demonstrate what type of marketing research strategy? a. advertising evaluation strategy b. program strategy c. development strategy d. project strategy e. satisfaction research strategy Answer: D Answer: D Answer: D Factor Loading Matrix Variable Factor 1

Some of the commonly used measures of location such as the median or quartiles can be read directly from a a. matrix. b. frequency polygon. c. histogram. d. cumulative distribution function. e. contingency table. Answer: d Answer: d Answer: d Which of the following is true? a. It is generally true that bias caused by interviewer expectations will balance

Which of the following is NOT true with respect to structured observation? a. increases potential for frame of reference bias. b. increases reliability of observations. c. typically results in a loss of validity. d. a and b. e. all of the above are true. Answer: A Answer: A Answer: A A sampling frame a. is a list of population

Which of the following is FALSE? a. The cross'tabulation provides information on the joint occurrence of two or more variables. b. The cross tabulation emphasizes the division of the sample into subgroups so as to learn how the dependent variable varies from subgroup to subgroup. c. Cross tabulation is very useful for studying

The variance of the sample means is related to the population variance by which of the following expressions when sampling without replacement from a finite population? a. _2 = ( 2/n)[(N-n)/(N-1)] x b. _2 = ( 2/n) x c. _2 = ( 2/n)N x d. _2 = 2 x e. None of the above are

Focus group weaknesses include a. difficult to moderate the session. b. responses are not representative of general population. c. ideas never thought of before may be discovered during the session. d. a and b. e. a and c. Answer: D Answer: D Answer: D Which of the following is false about oral reports? a. It is generally better to

Which formula is used to estimate the chi'square goodness'of'fit measure, where i is the observed number of cases falling in the ith category, Ei is the expected number of cases falling in the ith category; and k is the number of degrees of freedom. Answer: a Answer: a Answer: a Which of the following

Which of the following quantities are used to assess the relative importance of variables in discriminating between groups? a. the mean differences of the groups on each variable b. the standardized discriminant coefficients c. the discriminant loadings d. b and c only e. all of the above Answer: e Answer: e Answer: e Long questionnaires can usually be handled

Which of the following is(are) useful in deciding what information will be sought in the development of a questionnaire? a. randomized response model b. "dummy tables" used to structure data analysis c. the hypotheses d. a and b above e. b and c above Answer: e Answer: e Answer: e When using area sampling, a researcher should seek a

Item analysis a. tells the researcher that a statement with a high item-to-total product moment correlation should be eliminated because it is likely to be redundant. b. is useful in the initial process of developing statements for a Likert scale. c. is based on the premise that there should be consistency in the

Which of the following statements is FALSE with regard to construct validity? a. Construct validity is the most difficult type of validity to establish. b. Construct validity requires that the measure exhibit content validity. c. Construct validity is necessary for a measure to exhibit reliability. d. For a measure to exhibit construct validity, it

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. a and c only. e. none of the above. Answer: d Answer: d Answer: d If 85 women

Which of the following is TRUE? a. A double-barreled question is one that calls for two responses and thereby creates confusion for the respondent. b. It is extremely important that the first few questions on a questionnaire be simple, interesting, and in no way threatening to the respondents. c. Opinion questions are typically

As shown above, the total variance can be explained by 8 factors. What is the least number of variables on which this principal components factor analysis can be based? a. 2 b. 8 c. 16 d. 4 e. more information is needed Answer: b Answer: b Answer: b It is true that when using concomitant variation as evidence

When using the time order of occurrence of variables as evidence of a causal relationship between two variables a. it is possible for each term in the relationship to be both a "cause" and an effect of the other term. b. the occurrence of a causal factor must follow the occurrence of the

e Principal components factor analysis seeks to a. transform a set of interrelated variables into a set of unrelated linear combinations of these variables. b. choose the set of linear combinations so that each factor accounts for an increasing proportion of the variance in the original variables. c. choose the set of linear

Which of the following is TRUE? a. Age is an example of a ratio scale. b. The number of children in the family is an example of an interval scale. c. Brand names of automobiles owned is an example of an ordinal scale. d. A person's monthly gasoline expenditure in dollars is an example

When an interactive testing effect is likely to be present, which type of experimental design should be used? a. the before'after with control group design b. the one'shot case study design c. the four'group'six'study design d. a time series design e. the static group comparison design Answer: C Answer: C Answer: C The Thematic Apperception Test is: a. a

e The major purpose(s) of factor analysis is a. to indicate on which observed variables entities differ most. b. to identify the dimensions that underlie constructs. c. to summarize the important information in a set of variables by a new smaller set of variables. d. all of the above. e. b and c above. Answer:

Which of the following is TRUE of testing effects? a. Mortality effects refer to the deaths of subjects during hazardous experiments using electronic devices. b. Maturation effects can only be measured in test units composed of people. c. Experiments lasting more than two hours are likely to suffer from history effects. d. a and

Which of the following can NOT be used to correct for the nonresponse bias introduced by designated respondents refusing their participation? a. The initial response rate can be increased. b. The impact of refusals can be reduced through follow'up. c. The obtained information can be extrapolated to allow for nonresponse. d. The sample size can

Multidimensional scaling is concerned with a. the mapping of perceptions and preferences. b. the spatial relationship of objective data. c. the mapping and transformation of distances. d. the evaluation of the positive and negative aspects of an object. e. the mapping of a unidimensional concept in space. Answer: a Answer: a Answer: a The one'way tabulation can be

In general, the most productive source of internal secondary data for marketing research problems is a. the firm's Annual Report. b. warranty registration cards. c. the sales invoice. d. salesperson's call reports. e. individual customer records. Answer: C Answer: C Answer: C Which of the following is NOT a step in the typical hypothesis testing procedure? a. specifying the null

Which of the following activities are NOT typically associated with "geodemographers?" a. conducting primary research b. tabulating census and other data for geographic areas c. updating census data through statistical extrapolation d. performing detailed analysis of census data e. all of the above are typically associated with "geodemographers" Answer: E Answer: E Answer: E Non'metric methods of multidimensional

There is a great temptation in cross'tabulation analysis to continue adding successive variables to the analysis. Which of the following typically act to constrain the researcher in this regard? a. incorrect anticipation of the tabulations that will be needed, resulting in failure to collect some needed data b. size of the sample c.

The graphical approach to analyzing data to determine what causes differences between groups has the following problem(s): a. It is difficult to anticipate all the graphs that might be useful. b. Two dimensional graphs are limited in the information they convey. c. When multiple variables are considered simultaneously, higher dimension graphs (greater than two