Pretests should involve at least one hundred and preferably up to five hundred trial
interviews.
Exploratory research can be used to help define terms such as ‘satisfaction with
service.”
If you have a significant and very strong correlation, greater than .90, you may assume
there is a causal relationship between the two variables.
Associative analyses determine whether stable relationships exist between two
variables.
A correlation coefficient is an index number constrained to fall between the range of
-1.0 and +1.0 that communicates both the strength and the direction of association
between three or more variables.
An unintentional respondent error occurs when a respondent’s interest in the survey
wanes, known as attention loss.
Stratified samples may use weighted means so that estimates of the overall sample may
be made, as opposed to estimates from each stratum.
The SPSS command used to execute the Pearson product moment correlation is:
ANALYZE; CORRELATE; BIVARIATE.
In regression, the variable used to predict the dependent variable is known as x, the
independent variable.
Which of the following experimental design symbols represents the measurement of the
dependent variable?
A) D
B) X
C) O
D) C
E) I
Which of the following is used when describing the general pattern of nonmonotonic
relationships?
A) presence
B) direction
C) strength
D) pattern
E) concreteness
Which of the following is an area to which packaged information may be effectively
applied?
A) measuring consumer attitudes and opinion polls
B) defining market segments
C) conducting market tracking
D) monitoring media usage and promotion effectiveness
E) all of the above
If we are using the formula for calculating the sample size for estimating a percentage,
the formula will contain:
A) s.
B) %.
C) Z3.
D) pq.
E) N.
Which of the following best explains the role of marketing research by the 1960s?
A) Marketing research seemed to outlive its usefulness.
B) The Marketing Research Association, Inc., was formed and accepted all firms as
members whether accredited or not.
C) The number of marketing research departments grew.
D) Few people wanted to major in marketing research.
E) Marketing research gained acceptance in organizations and was recognized as being
needed for survival.
In understanding the Hispanic market, researchers have found that they prefer to call
themselves Latinos, and that there are vast differences between Latinos in California,
Texas and Florida, the Caribbean, South America and Mexico. Your book describes this
understanding of a market segment as stemming from which type of research?
A) quantitative
B) Hispanic research
C) pluralistic
D) qualitative
E) segmented research
Statistical concepts such as range and standard deviation are forms of ________
analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive
One of the reasons why a marketing practitioner should have a basic understanding of
sample size determination is because:
A) many practitioners have a false belief that sample size doesn’t determine a sample’s
representativeness.
B) it helps managers to manage their resources better.
C) a marketing manager should understand that a sample’s representativeness is not
related to its accuracy.
D) the size of the sample is never a major cost factor.
E) managers always have a ‘small sample bias”; they believe small samples are more
accurate.
________ are statements that are considered true for the purposes of argument or
investigation.
A) Maxims
B) Hypotheses
C) Aphorisms
D) Assumptions
E) Axioms
Pontiac wants to know what types of persons respond favorably to proposed style
changes in the Firebird. Frito-Lay wants to know what kinds of people buy from the
Frito-Lay line. These are questions that may be answered through:
A) relationship analysis.
B) chi-square analysis.
C) associative analysis.
D) analysis of variance.
E) regression analysis.
Tapestry Segmentation, an Esri service described in the text, applies a process of
segmentation that identifies neighborhoods by major demographic and consumption
patterns and then determines which of these neighborhood ‘segment types” represents
the client’s potential customers. Which of the following best illustrates how this service
was explained in your text?
A) Esri segments were examined to determine which segments were likely to be
gourmet coffee drinkers. Once the segments were identified, Esri could provide direct
mail lists that identified the names and addresses of gourmet coffee drinkers. This
allowed Donofrio’s Coffee to send these “likely” customers a frequent user card to
promote their patronage.
B) The owner of a Nature’s Beauty retail store has a loyalty club of 400 members who
purchase regularly, and she wants to attract other prospective customers who match the
club member demographic and lifestyle profile. By determining the distinguishing
characteristics of the club members, the owner can identify the Tapestry Segmentation
segments, i.e. “Metropolitans,” “Metro Renters,” etc. which will allow the owner to
locate and establish communications with members of these segments.
C) Esri has data stored in a common database that identifies zip code areas that offer the
most potential in terms of sales for a gourmet coffee shop like Donofrio’s. Donofrio’s
subscribed to this information for a fee, and the information was used to help find new
coffee shop locations.
D) Present customers for a gourmet coffee shop were determined. Esri then, through its
Community Tapestry syndicated data service, found census data which identified
household addresses of the present customers. This information allowed Donofrio’s
Coffee to target customers with promotional offers to induce greater sales during warm
months of the year.
E) None of the above. There was no example illustrating how Community Tapestry was
applied.
Marketing has been defined as a function and set of processes for creating,
communicating, and delivering value to customers, and for managing customer
relationships in ways that benefit the organization and its stakeholders. Marketing
managers must have information in order to determine values desired by customers and
how to build customer relationships. This explanation shows:
A) why marketing research is a part of marketing; that is, marketing research provides
information to allow marketing managers to understand values desired by customers.
B) why marketing is a part of marketing research; that is, marketing processes are used
to generate marketing research information that is needed to determine customers’
desired values.
C) why the uses of marketing research do not include creating, communicating, and
delivering value, but include identifying opportunities and problems.
D) why marketing and marketing research are not indirectly correlated.
In stratified sampling, we should always ensure that the sample drawn for each stratum
is:
A) equal.
B) proportionate to the stratum’s proportion of the total population.
C) of the appropriate size to ensure statistical efficiency.
D) proportionate to the stratum’s proportion of the total census.
E) proportionate to the stratum’s proportion of the total sample.