Which of the following refers to a fieldworker who is employed by the company
conducting the research?
A.primary interviewer
B.personal interviewer
C.in-house interviewer
D.interview specialist
The arithmetic average of a set of numbers is referred to as the _____.
A.proportion
B.mode
C.mean
D.median
When “Out of sight, out of mind” was translated into a foreign language, and then was
translated back into English by a language expert in that language to become: “Invisible
things are insane,” this was an example of _____.
A.the linguistic effect
B.a loaded question
C.back translation
D.a counterbiasing statement
When Target stores monitors the sales activities of its retail stores in order to detect any
indication of dollar sales changes, this is an example of which type of research?
A.relationship marketing research
B.total quality management research
C.basic research
D.performance-monitoring research
“Does package size affect consumption rates in snack products?” is a typical question in
what type of research design?
A.descriptive research
B.time-series research
C.experimental research
D.phone surveys
Ranking measurements of attitudes provide interval data.
Which of the following is the term used to refer to a treatment combination within an
experiment?
A.level
B.link
C.cell
D.unit
Straightforward questions that assume the respondent is willing to answer are called
_____.
A.structured questions
B.undisguised questions
C.unstructured questions
D.obvious questions
A researcher was observing consumers’ facial expressions as they looked over the menu
at a restaurant. One consumer forgot her reading glasses, so she was having trouble
reading the menu and had to squint her eyes, causing her to look mad. The researcher
interpreted this to mean she didn’t like what she was seeing on the menu because he
didn’t know she couldn”t see the words. The researcher’s misreading the consumer’s
facial expression as dissatisfaction is an example of _____.
A.response latency
B.contrived observation
C.response bias
D.observer bias
How many choices do researchers commonly use when using Likert scales?
A.two
B.three
C.five
D.ten
Principles reflecting one’s beliefs about what is ethical and unethical are called _____.
A.guiding principles
B.ethical imperatives
C.functional standards
D.moral standards
Observing traffic patterns at a busy intersection with cameras is an example of what
type of observation?
A.spatial relations and locations
B.verbal records
C.verbal behavior
D.expressive behavior
Which of the following is a graphic representation of semantic differential data for
competing brands, products, or stores to highlight comparisons?
A.image profile
B.perceptual map
C.Likert profile
D.comparative profile
An experimental design that uses a random process to assign subjects to treatment
levels of an experimental variable is called a _____.
A.main effect design
B.completely randomized design
C.Solomon design
D.systematic design
When a researcher collects data to test the hypothesis that consumers will be more
satisfied if a business offers compensation after the consumer complains, we say that
_____ testing is being conducted.
A.validation
B.confirmation
C.observational
D.empirical
Which type of business research addresses who, what, when, where, why, and how
questions?
A.causal research
B.exploratory research
C.descriptive research
D.proscriptive research
Which type of scale is the following?
A.Thurstone
B.monadic rating
C.constant-sum
D.behavioral intention
All of the following are problems with physiological reaction measures EXCEPT
_____.
A.subjects are usually placed in artificial settings
B.calibration of measuring devices
C.devices are expensive
D.they are not effective in measuring physiological reactions
Questions that require respondents to choose one and only one response from among
several possible alternatives are called _____ questions.
A.checklist
B.determinant-choice
C.forced
D.limited-choice
When different researchers reach the same conclusions based on the same interview
data, the research is said to have _____.
A.validity
B.intersubjective certifiability
C.subjective validity
D.qualitative validity
All of the following are reasons for using a sample EXCEPT _____.
A.complete enumeration
B.pragmatic reasons
C.accurate and reliable results
D.destruction of test units
In the research report, the suggestions for actions that should be taken appears in which
section of the report?
A.title page
B.introduction
C.conclusions and recommendations
D.body
What type of question is the following?
A.pivot question
B.filter question
C.checklist question
D.counterbalancing question
A written statement of the research design is called a _____.
A.research hypothesis
B.research proposal
C.research question
D.research summary
When an interviewer decides not to ask respondents their annual salary because she
does not want to embarrass them, and, instead, makes “her best guess” about the
respondent’s salary, this is an example of _____.
A.verification
B.interviewer cheating
C.a verbatim response
D.verification
Alice is participating in a research study in which she completes a questionnaire every
year. She has been doing this for the past five years, and the purpose of the research is
to study how consumers’ attitudes and preferences toward various food products change
as they age. This type of study in which respondents are questioned at multiple points in
time is called a _____.
A.cross-sectional study
B.longitudinal study
C.permanent study
D.structured study
When a respondent is given a set of 3″ x 5″ cards containing the current advertising
slogan for a brand or product on each card and is asked to place the cards into two piles:
(1) Recognize this slogan and can identify the brand/product and (2) Do not recognize
the slogan, this is an example of a ______ task.
A.rating
B.ranking
C.constant-sum
D.sorting
The rules for interpreting, categorizing, recording, and transferring the data to the data
storage media are called _____.
A.edits
B.hypotheses
C.theories
D.codes
The process of predicting sales totals over a specific time period is called _____.
A.sales forecasting
B.market potential estimation
C.sales analysis
D.market tracking
Which of the following is FALSE regarding sales forecasting?
A.The moving average forecasting is best suited to a dynamic competitive environment.
B.Accurate sales forecasts frequently come from secondary data research.
C.Simple moving averages are often applied in practice.
D.Marketing researchers often use internal company sales records to project sales.
When a hotel customer decides to fill out a customer satisfaction survey to complain
about having to wait an hour for room service to deliver his dinner, this is an example
of _____.
A.random sampling error
B.self-selection bias
C.auspices bias
D.social desirability bias
In the following formula, k stands for:
A.the number of observations
B.the degrees of freedom of the denominator
C.the number of independent variables
D.the sample size
One research firm uses successive samples the week following the Super Bowl each
year to compare trends and identify changes in consumers’ awareness of and attitudes
towards Super Bowl advertising. This type of longitudinal study is called a _____.
A.consumer panel
B.progressive study
C.subsequent study
D.tracking study
Which type of question conserves space on a questionnaire?
A.pivot question
B.funnel question
C.multi-faceted question
D.multiple-grid question
A(n) ______ scale measures attitudes by using 7-point rating scales that are anchored at
either end by polar opposite adjectives.
A _____ orientation focuses more on how the firm provides value to customers than on
the physical product.
Blocking variables are typically _____ variables like a subject’s gender or ethnicity.
_____ regression estimates should be used when the researcher is testing explanatory
hypotheses.
Compare and contrast significance levels and p-values.
A measure of variability in a box and whisker plot is called the _____ range.
Discuss how business researchers apply the scientific method when conducting
research.
A mechanical device that is used to track eye-movements during television commercials
is called a(n) ______ monitor.
A company is interested in consumers’ attitudes toward its brands and how they may
change over time. Is a cross-sectional study or a longitudinal study most appropriate?
Explain.
Explain how response rates are determined for surveys and discuss ways to increase
response rates for mail surveys.
Explain why researchers are concerned with scale reliability and discuss how it is
assessed.
The appropriate technique for addressing research questions involving relationships
among multiple less-than interval variables is _____.
When the data are inconsistent with a hypothesis, we say the hypothesis is _____,
The F-test partitions total variance into ______ variance and ______ variance.
Discuss what is meant by demand characteristics and why they are a concern for
researchers. Discuss four ways of reducing demand characteristics.
When a word or a short phrase can be associated with a numeric code, this code is
called a(n) ________.
Your business research company has been asked to help a business understand why
their sales are decreasing. Describe the procedure you should follow to address this
research request and the type of business research you would recommend.
Tables in a research proposal which contain fictitious, but realistic, data of the likely
outcome of the research study are referred to as ______ tables.
Devise a study that contains continuous, categorical, dependent, and independent
variables and the research objective(s) of your study. Be sure to label each variable
accordingly and identify the unit of analysis in your study.