Which of the following is a nonprobability sampling technique in which an experienced
individual selects the sample based on his or her judgment about some appropriate
characteristics required of the sample member?
A.area sample
B.subjective sample
C.stratified sample
D.judgment sample
Which of the following has typically been shown to produce the highest response rates
in mail surveys as an incentive for participation in the study?
A.an enclosed ball-point pen
B.a monetary incentive
C.an appeal for help
D.a donation to a charity
A researcher is creating a table to present to a client that gives the number of
respondents selecting the various product concepts of interest in the study. The client
will use this information in the decision of which product concept to pursue. This table
is referred to as a _____.
A.frequency table
B.concept table
C.results table
D.decision table
Observing the comments made by travelers waiting in a check-in line at the American
Airlines ticket counter in Chicago is an example of what type of observation?
A.pictorial records
B.verbal behavior
C.expressive behavior
D.spatial relations
Which of the following is an empirical assessment of a concept?
A.hypothesis
B.variable
C.construct
D.item
Categorical variables are also called _____ variables.
A.independent
B.index
C.dependent
D.classificatory
When a manager decides not to do research because a decision needs to be made before
the results of the study can be analyzed, this is an example of which aspect in the
determination of the need for marketing research?
A.nature of the decision
B.time constraints
C.availability of the data
D.cost considerations
If the correlation between two variables is – 0.85, this means that ____.
A.there is a weak positive relationship between the variables
B.there is a strong inverse relationship between the variables
C.there is a weak negative relationship between the variables
D.there is a strong positive relationship between the variables
Betsy and six other women are participating in a research study that is an unstructured,
free-flowing interview. The researcher asked the group their feelings about how they
are treated at work. Betsy is participating in a _____.
A.case study
B.grounded research study
C.depth interview
D.focus group interview
Kim and Mary are both participating in an experiment examining the effect of adding
graphic warning labels on cigarette packages to the written warning labels that are
already required by law. Kim saw a package in which half of the package had a picture
of diseased lungs included with the written warning label, whereas Mary only saw the
written warning label without a picture on the package the researcher showed her. Kim
was part of which group in the experiment?
A.primary group
B.covariate group
C.experimental group
D.control group
Which of the following is the most common size of a focus group?
A.1-2 participants
B.3-5 participants
C.6-10 participants
D.12-20 participants
What type of error is caused by the improper administration or execution of the
research task?
A.bias error
B.administrative error
C.sampling error
D.structural error
When Walmart transmits information electronically each day to Wrangler jeans about
unit sales of this product in its retail outlets so that Wrangler can replenish Walmart’s
inventory on an as-needed basis, this is an example of _____.
A.cookies
B.EDI
C.the Internet
D.data transference
A form of interviewer cheating in which an interviewer makes up the responses instead
of conducting an actual interviewer is called _____.
A.triangulation
B.stonewalling
C.interviewer bias
D.curbstoning
Carol was invited to participate in a research study along with ten other employees to
discuss their experiences using the company intranet. The group was asked to discuss
their experiences and were encouraged to feed on each other’s comments. What is this
type of study called?
A.multivariate research
B.literature review
C.pretest
D.focus group interview
All of the following are functions supported by marketing research EXCEPT _____.
A.testing
B.foundational
C.compliance
D.performance
In research, anything that varies or changes from one instance to another is called a
_____.
A.variable
B.constant
C.category
D.classification
Which measure of attitude allows respondents to rate an object by choosing any point
along a graphic continuum?
A.continuous rating scale
B.point scale
C.graphic rating scale
D.line scale
Which type of fixed-alternative rating scale has more response categories at one end
than the other, resulting in an unequal number of positive and negative categories?
A.biased rating scale
B.skewed rating scale
C.obtuse rating scale
D.unbalanced rating scale
If the price of Brand A is transformed to a value of 100 and Brand B’s value is 75,
indicating its price is 25 percent lower than Brand A’s price, 100 and 75 represent
_____.
A.nominal rankings
B.bivariate statistics
C.p-values
D.index numbers
Which of the following refers to a small-scale study in which the results are only
preliminary and intended only to assist in design of a subsequent study?
A.pretest
B.focus group
C.primary test
D.preliminary study
When a manager is trying to decide whether a new product launch decision should be
postponed until some additional research can be conducted, which of the following
questions should this manager ask himself or herself?
A.Is the proposed research expenditure the best use of the available funds?
B.Will the information gained by business research improve the quality of the business
decision enough to warrant the expenditure?
C.Will the payoff from the research be worth the dollar expenditures for research?
D.all of these choices
Which of the following involves mining data to look for patterns identifying who is
likely to be a valuable customer?
A.customer discovery
B.data dissection
C.data profiling
D.customer cloning
Which type of error occurs when the researcher concludes a relationship exists when in
fact one does not exist?
A.Type I
B.Type II
C.Type A
D.Type B
Before designing a research study on employees’ susceptibility to interpersonal
influence when faced with an ethical dilemma, Cindy is searching for other studies that
have addressed similar issues. This search is called a(n) _____.
A.pilot study
B.experiment
C.preliminary analysis
D.literature review
The _____ is a measure obtained by squaring the correlation coefficient.
A.t-statistic
B.coefficient of determination (R2)
C.F-ratio
D.Pearson coefficient
Which of the following suggests that an explanation involving fewer components is
better than one involving more?
A.rule of twos
B.rule of parsimony
C.data reduction rule
D.min-max rule
Which of the following is concerned with the accuracy with which experimental results
can be generalized beyond the experimental subjects?
A.external validity
B.internal validity
C.reliability
D.selective validity
If a soft-drink company performs an experiment with a new type of soft drink in which
experimental subjects always taste this new product first and then taste a competitor’s
product second, the study has an error in design termed a(n) _____.
A.history effect
B.maturation effect
C.order of presentation effect
D.guinea pig effect
Lance has noticed that companies that advertise a lot seem to have higher sales than
those that do not. His use of secondary data to help specify this relationship is an
example of _____.
A.data conversion
B.validation
C.reliability
D.model building
When an interviewer asks a respondent: “Why do you shop at Macy’s department
store?”, this is an example of a(n) ____.
A.structured question
B.disguised question
C.unstructured question
D.curb-stone question
The sampling units in experiments are referred to as ____.
A.conditions
B.effects
C.subjects
D.parameters
In an experiment, the ______ variable is manipulated and its effect is measured on the
______ variable.
A small-scale exploratory research project that collects data from respondents similar to
those that will be used in the full study is called a _____ study.
A scale that presents respondents with a graphic continuum is called a(n) _____ rating
scale.
Explain the ordinary least-squares (OLS) method of regression analysis and the logic
behind it.
Explain the difference between aconcept and a variable and give an example of each.
Compare and contrast parametric statistics and nonparametric statistics.
Research that leads to the same results and conclusions by different researchers is
_____.
A scale which arranges objects so that they are equally-distant from one another is
called a(n) ______ scale.
Name and describe the types of probability sampling.
When subjects in an experiment perform differently because they realize that they are
participating in an experiment, this is called the ______ effect.
Discuss the factors that influence whether or not business research is needed.
When respondents are asked to order brands of cosmetics in terms of their prices (from
high to low), this is an example of a(n) ______ task.
Describe the chi-square test for goodness-of-fit and explain when it is the appropriate
test.
A combination of two or more probability sampling techniques is called a(n) _____
sample.
A(n) _____ is a formal statement explaining some outcome and is testable.
A fixed-alternative question in which the respondent is asked to check either ” _____
Yes or _____ No” is an example of a(n) ______ question.
Techniques that use secondary data to select the best location for a retail or wholesale
operation are called _____ techniques.
When the results of a sample deviate in a significant way from the true value of the
population mean, we say that the study has _____ bias.
A group of consumers who participate in a longitudinal study in which they record their
shopping behavior for food items is called a(n) ______ .
Discuss factors to consider when determining the order of questions on a questionnaire.