A Type I error occurs when you fail to reject the null hypothesis when the alternative
hypothesis is true.
A unidimensional rating scale is any measure of attitudes that asks respondents about a
single concept in isolation.
The report format is a standard outline that marketing research reports use as a guide to
make sure that the key elements are presented in a logical and usable order.
The term interpretive research is often used to mean qualitative research.
One way to test the significance of contingency tables is by means of the t-test.
About eight slices in a pie chart is the recommended maximum.
The most common procedure to try to ensure that experimental and control groups do
not differ from each other in important ways at the beginning of a research study is
random assignment of subjects to treatment and control groups.
A radio button is a message box that can be used to provide highlighted information.
An organization’s salesforce frequently provides important business intelligence
information.
The normal distribution is represented by the normal curve.
Scanner data is collected at store checkout counters.
Researchers can observe people or events with human observers or with machines.
Unobtrusive methods of data gathering are those in which the subjects do not have to be
disturbed for data to be collected.
Accuracy means that the information collected from a questionnaire is numerical.
An independent variable is a variable that is predicted and/or explained by other
variables.
Sometimes respondents’ answers need to be assigned opposite values through a process
called cross-validation.
The drop-box method of distributing self-administered questionnaires requires the
interviewer to travel to the respondent’s location to drop off questionnaires that will be
picked up later.
The null hypothesis for an ANOVA test comparing the means of three groups is: m1 m2
m3.
The interaction between an interviewer and a respondent increases the chances that the
respondent will answer all of the survey questions over what would be likely to occur in
a mail survey.
A point estimate is an estimate of the population mean in the form of a single value.
The reason that means that appear to be not so close could be concluded to be
statistically the same is due to the variance.
A questionnaire is accurate to the extent that no unnecessary information is collected in
order to solve the problem under study.
Being asked by a client to share information from research conducted for another client
poses an ethical dilemma for researchers.
Interval scales represent the absolute meaning of the numbers on the scale.
A construct is a term used for concepts that are measured with single variables.
Measurement is the process of describing some property of a phenomenon, usually by
assigning numbers, in a reliable and valid way.
Coefficient alpha is the most commonly applied estimate of a composite scale’s
reliability.
Laddering is an approach to probing, asking respondents to compare differences
between brands at different levels that produces distinctions at different levels.
Uncertainty in decision making means that the nature of the problem itself is unclear
and is the most difficult decision situation.
Tabulation refers to the orderly arrangement of data in a table or other summary format.
Two general categories of systematic error are Type I errors and Type II errors.
When the investigator intervenes to create an artificial environment to test a hypothesis,
this approach is called artificial observation.
Factorial experimental designs are the least sophisticated type of experimental design.
Find the mean score of the following set of scores: 2, 5, 7, 4, 8 .
A.4.8
B.5.2
C.7
D.26
Research firms that develop a unique methodology for investigating a business
specialty area is referred to as a _____.
A.standardized research service
B.custom research service
C.focused research service
D.research intermediary
Find the approximate standard deviation of the following set of scores: 3, 6, 2, 7, 8 .
A.2.24
B.2.59
C.3.32
D.6.70
All of the following are true regarding cross-tabulation EXCEPT _____.
A.The c2 distribution provides a means for testing the statistical significance of a
contingency table.
B.The c2 for a contingency table compares two means that are not from independent
samples.
C.Cross-tabulations are much like tallying.
D.The c2 test for a contingency table involves comparing the observed frequencies with
the expected frequencies in each cell of the table.
_____ is the practice by fieldworkers of filling in fake answers or falsifying interviews.
A.Interviewer slighting
B.Gun-decking
C.Falsification
D.Interviewer cheating
Observing the movement of workers packing shipment boxes is an example of what
type of observation?
A.mall interception
B.verbal behavior
C.physical actions
D.expressive behavior
A researcher wants to put together four focus groups of 18-24 year-old males who are
“heavy downloaders of music” (defined as downloading 50 songs per month). He finds
one person in the target market who qualifies and then asks that person to suggest the
names of two other males between the ages of 18-24 who download music so that he
can invite them to participate in the focus group. These people, in turn, are each asked
to suggest two others similar to themselves to participate in the focus group study. This
procedure represents what type of sampling procedure?
A.stepwise sample
B.judgment sample
C.area sample
D.snowball sample
Which term is used to refer to the entity for whom research services are being
performed?
A.doer
B.participant
C.intermediary
D.client
When a company decides to send an Internet survey to all of its 127-member sales force
to determine their morale, this is an example of a _____
A.cluster sample
B.multistage area sample
C.census
D.sample
Selection of the appropriate statistical test to use in a research study depends on all of
the following EXCEPT _____.
A.the type of research question asked
B.the number of variables
C.the measurement scale used
D.the statistical software used
If the population of a city is 230,000 and its annual per person expenditure on athletic
shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in
this city, its index of retail saturation is _____.
A.3.56
B.12.65
C.159.99
D.330.06
Which analysis is portrayed by the equation: Y = bo+ b1X1+ b2X2+ b3X3… + bnXn?
A.simple regression
B.multiple regression
C.chi-square
D.factor analysis
“I plan to buy a new DVD player sometime in the next three months” is an aspect of
which component of an attitude?
A.cognitive
B.affective
C.behavioral
D.personal
A(n) _____ is a book that identifies each variable in a study and gives the variable’s
description, code name, and position in the data matrix.
A.data directory
B.data plan
C.record file
D.code book
If a researcher wants to know how strongly a measured variable is correlated with a
factor, what should she look at?
A.factor b
B.discriminator
C.factor link
D.factor loading
Which dimension of quality is being studied for a Honda lawnmower when customers
are asked to rate its ability to start on the first or second try?
A.aesthetic design
B.reliability
C.serviceability
D.competence
Which theory states that as sample size increases, the distribution of sample means of
size n, randomly selected, approaches a normal distribution?
A.prospect theory
B.central-limit theorem
C.dispersion theory
D.entropy
Psychologists explain that humans’ better recall of information that is presented visually
compared to information presented verbally is due to the fact that the information is
stored both visually and verbally. Because it is stored using this dual-coding process, it
is easier to retrieve from memory. This formal logical explanation of this phenomenon
is an example of a(n) _____.
A.theory
B.construct
C.operationalization
D.abstraction
All of the following are basic components of attitude EXCEPT _____.
A.cognitive component
B.affective component
C.behavioral component
D.latent component
Which of the following is an element of a research report?
A.title page
B.executive summary
C.body
D.all of these choices
Secondary data require current access to respondents who provided the data.
What is it called when a researcher compares secondary data from one source with data
from another?
A.data conversion
B.cross-check
C.data mining
D.data enhancement
Find the mode of the following scores: 1, 2, 3, 4, 5, 5, 7
A.3.86
B.4
C.5
D.6
When an experiment is conducted on the premises of the research organization, this is
an example of a _____.
A.static group design
B.laboratory experiment
C.field experiment
D.controlled store test
Which of the following is the first stage of the business research process?
A.planning a research design
B.defining the research objectives
C.analyzing the data
D.planning a sample
Which of the following are the two types of business research based on the specificity
of its purpose?
A.basic and applied
B.scientific and non-scientific
C.cross-sectional and qualitative
D.quantitative and secondary
Which experimental design has the following symbols:
A.one-shot design
B.static group design
C.posttest-only control group design
D.pretest-posttest control group design
What is ANOVA and when is it the appropriate statistical technique? What test is used
to determine significance? Give an example of a research question that can be analyzed
using ANOVA.
In a personal interview, a respondent who replies: “I do not want to answer that
question about my income last year” is exercising which right in a research study?
A.right to privacy
B.right to be informed
C.right of informed consent
D.right to terminate the interview at any time
Which compliance technique is characterized by a large or difficult task being induced
by first obtaining the respondent’s compliance with a smaller request?
A.foot-in-the-door technique
B.door-in-the-face technique
C.in-your-face technique
D.buildup technique
Which sampling method involves using a combination of two or more probability
sampling techniques?
A.multidimensional sampling
B.multistage area sampling
C.two-phase sampling
D.N-phase sampling
The type of exchange that occurs when one company’s computer system is integrated
with another companys’ system is called _____.
A.electronic data interchange (EDI)
B.radio frequency exchanged (RFE)
C.electronic synergy
D.realtime communication
All of the retail stores nationwide of Sears Roebuck and Co. are the ______ of Sears’
stores.
Selling under the guise of research is called _____.
The _____ for differences of proportions is a technique used to test the hypothesis that
proportions are significantly different for two independent samples or groups.
A concept that is not directly observable or measurable, but can be estimated through a
proxy measure is known as a(n) _____ construct.
If type of promotional offer is manipulated in an experiment to determine its effect on
consumers’ intent to purchase a product, the type of promotional offer is the ______
variable.
An enduring disposition to respond consistently to an aspect of the world is called a(n)
______.
Explain how a researcher might use observation to determine the favorableness or
unfavorableness consumers might exhibit toward a brand?
A _____ effect is a nuisance effect occurring when the initial measurement or test alerts
or primes subjects in a way that affects their response to the experimental treatments.
Explain what a contingency table is and discuss how it is useful in business research.
The goals to be achieved by conducting research are referred to as research _____.
The Internet is a(n) _____ medium.
A plan that specifies the methods and procedures that will be used for collecting and
analyzing data in a research study is called a(n) ______.
What is descriptive analysis and how is it used in marketing research?
When a company focuses all of its efforts aimed at consumers based on its technical
superiority in product design and features, this company is said to be _____ – oriented.
Discuss the types of reasoning researchers use to build theories.
The _____ distribution is bell shaped.
_____ means that information involved in the research will not be shared with others.
Compare and contrast random sampling error and systematic (nonsampling) error. How
does the researcher minimize these errors?