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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 […]

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, […]

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 […]

Which of the following does not refer to a method of factor rotation? a. varimax b. oblique c. epsilon d. orthogonal e. quartimax Which of the following is TRUE? a. Superficial analysis of a phenomena is a charge often leveled […]

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 […]

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, […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 An experimental design a. is one in […]

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 […]

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 […]

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 […]

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 […]

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 α error occurs when a false null hypothesis is not rejected. c. […]

the population mean (µ) 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. […]

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 […]

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% […]

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. Which of the following can […]

Chapter 1 Marketing Research: It’s Everywhere! 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 upon information from the environment. e. does a, b, and […]

Chapter 10 Attitude Measurement a. Attitude represents a predisposition to respond to an object. b. Attitude changes over time quickly. c. Attitude is a latent variable that produces consistency in behavior. d. Attitude has a directional quality. e. Attitude and […]

Chapter 11 Sampling Procedures a. a sample. b. a census. c. a sampling frame. d. a universe. e. none of the above. b. 2. If a population is defined as all pickup truck owners residing in Tippecanoe County. a. asking […]

Chapter 12 Sample Size sample size before collecting data? a. quota sample b. stratified sample c. sequential sample d. simple random sample e. All sampling plans require an a priori determination of sample size. c 2. The error associated with […]

Chapter 13 Collecting the Data: Field Procedures and Nonsampling Error the observed values in repetitions of the measurement is (the) a. effect of the stimulus. b. nonsampling error. c. sampling error. d. main testing effect. e. interactive testing effect. b […]

Appendix 14 Chi-Square Tests a. the subjects are matched. b. frequencies are unimportant. c. the researcher is interested in all classes of the variable and does not wish to dichotomize it. d. the trials are dependent. e. more than two […]

Chapter 14 Data Analysis: Preliminary Steps a. categorizing the data. b. simply counting the number of cases that fall into the various categories. c. inspecting and correcting each questionnaire or observation form. d. developing dummy tables that suggest how each […]

Chapter 15 Data Analysis: Basic Questions in a recent survey. The appropriate measure(s) of central tendency for this variable are a. the mode. b. the median. c. the mode and the median. d. the mean. e. the mode, the median, […]

Appendix 15A Quick Stats Review a. one either rejects or accepts the null hypothesis on the basis of the evidence at hand b. a null hypothesis may be rejected but can never be accepted c. one must always reject the […]

Appendix 16A Analysis of Variance population variance is unknown? a. z statistic b. t statistic c. analysis of variance (ANOVA) d. a and c above e. b and c above e 2. To compare three means in an analysis of […]

Chapter 16 Data Analysis: Examination of Differences observed pattern of frequencies corresponds to the expected pattern. The appropriate statistical technique is a. Chi-square contingency table analysis. b. Kolmogorov-Smirnov test. c. z-test for one mean. d. z-test for two means. e. […]

Chapter 17 Data Analysis: Investigation of Association a. Correlation analysis involves the measurement of the closeness of the relationship between two or more variables. b. Regression analysis involves the derivation of an equation that relates the criterion variable to one […]

Chapter 18 Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling 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 […]

Chapter 18 Appendix More Multivariate Statistical Techniques a. Correspondence analysis (CA) can be used for research on the Internet. b. CA uses the same distance formula as MDS or cluster analysis. c. CA provides a perceptual map like MDS but […]

Chapter 19 The Research Report a. Because the research report is all that most executives will see of a project, it is the basis for their evaluation of the research project. b. If the research team has worked exceptionally hard […]

Chapter 2 Alternative Approaches to Marketing Intelligence a. it can only be used by marketing managers. b. information is collected on a regular basis. c. it is used for a more limited set of problems. d. the information is accurate. […]

Chapter 3 The Research Process and Problem Formulation a. A company‘s philosophy of how marketing research fits into its marketing plan determines its program strategy for marketing research. b. The design of individual studies themselves addresses the firm‘s project strategy […]

Chapter 4 Research Design, Exploratory Research, and Qualitative Data a. should be relevant to the decision problem. b. should use economical procedures. c. are standardized into three formats. d. a and b. e. a, b, and c. b 2. Which […]

Chapter 5 Descriptive Research a. he has made clear judgments with respect to the questions of who, what, when, where, why and how of descriptive research. b. he has made a clear determination of how the data items are to […]

Chapter 6 Causal Designs common sense notion of causality is true? a. The scientific notion suggests there is a single cause of an event while the common sense notion suggests there are a number of causes of an event. b. […]

Chapter 7 Data Collection: Secondary Data a. Secondary data help to state better the problem under investigation. b. Secondary data cost less to collect than primary data. c. Secondary data can suggest improved methods or data for addressing the research […]

Chapter 8 Data Collection: Primary Data a. can be called states of being. b. represent attributes of people. c. are all easily verifiable. d. a and b. e. all of the above. a 2. Attitudes and opinions a. may be […]

Chapter 9 Questionnaires and Data Collection Forms a. is a relatively easy task for most researchers. b. is more an art than a science, although general guidelines do exist. c. proceeds in a step-by-step manner from beginning to completion. d. […]

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 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. After determining the research design the next step in […]

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. […]

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. The scale value zero when measuring […]

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 […]

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 […]

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. […]

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 […]

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 […]

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. Which of the following is true? […]

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 […]

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 […]

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. σ_2 = (σ 2/n)[(N-n)/(N-1)] x b. σ_2 = (σ 2/n) x c. σ_2 […]

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. Which of […]

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 […]

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 […]

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. […]

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. […]

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 […]

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. […]

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, […]

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 […]

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. […]

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 […]

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 […]

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 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 […]

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 […]

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. […]

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 […]

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. Which of the following […]

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 […]

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 […]

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 […]