Customized service firms tailor research services to each client’s specific needs.
Data coding is defined as the identification of code values that are associated with the
possible responses for each question on the questionnaire.
Once we establish, through multiple regression analysis, that certain independent
variables are statistically significant in predicting a dependent variable, we may assume
this relationship to be one of cause and effect.
The arbitrary approach to sample size determination takes the desired level of accuracy
into account.
One of the functions of the questionnaire is that it serves as the tool for standardizing
questions and response choices so that every respondent responds to identical stimuli.
Physiological measurements are NOT useful when the subject matter is something
sensitive and may embarrass persons to the point that they cannot articulate a truthful
response.
Rooms designed especially for focus groups are referred to as focus group facilities.
Question bias is defined as wording questions in such a way that they influence the
responses. Researchers should try to maximize question bias in order to achieve the
results desired by clients.
If we determine a precise linear relationship between two variables, then by knowing
the value of one variable we should be able to predict the other variable.
Multiple regression is a form of ________ analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive
There are so many uses of secondary data that it is rare for a marketing research project
to be conducted without including some of this information. In fact, some projects may
be based exclusively on secondary data.
One of the reasons that all statistically significant differences may not be meaningful is
that, to a great extent, statistical significance is determined by:
A) competitors who are trying to sabotage research studies.
B) only a few customers.
C) statistical formulas that are unstable and unpredictable themselves.
D) sample size.
E) data mining software that is too new to be trustworthy.
Which of the following serves as the basis for marketing research objectives?
A) information gaps
B) company objectives
C) differences between expectations and performance
D) the research budget and the time allotted to research
E) symptoms
In bivariate regression, if the F value is not significant (say .051), then:
A) we accept the null hypothesis that a straight-line model fits our data.
B) we reject the null hypothesis that a straight-line model does not fit our data.
C) we abandon our efforts to analyze the two variables.
D) we check for outliers.
E) we rerun the regression.
A company offering a predetermined marketing research process to generate
information to measure customer satisfaction would be an example of a(n):
A) experimental services firm.
B) syndicated data services firm.
C) packaged services firm.
D) geodemography research firm.
E) synthetic services firm.
Which of the following best represents the disadvantages of conducting test markets as
discussed by the authors?
A) cost, competitor intervention, and government regulations of test markets
B) infallibility of results, cost, and exposure of product/service to competition and
ethical issues
C) cost, delay in getting to the market first, and competitive awareness of the
product/service
D) relying on consumers in only one market, using distributors who “know” there is a
test, biased results arising from too much executive time being allocated to the test as
opposed to normal market conditions
E) Disadvantages were not discussed in the textbook.
Which of the following types of marketing research firms would be considered
“limited-service” firms?
A) syndicated data services firms
B) packaged services firms
C) customized services firms
D) field services firms
E) online research services firms
Statistical procedures and models are available to the marketing researcher to help
make forecasts about future events, and these fall under the category of ________
analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive
Karen, of Standard Research, contemplates which survey method she will use for a
client. She must balance:
A) the cost of the project with the level of statistical analysis that will be used.
B) the time limitation of the client with the requirement that the surveys be
representative.
C) the lower quality of information generated by using a totally computer-administered
survey with the desire to make additional profits using the latest technology.
D) the quality of information desired with time deadlines and budget constraints.
E) the wishes of the employees at Standard Research.
Which of the following SPSS commands would be used to test for the significant
differences between two percentages?
A) ANALYZE; COMPARE PERCENTAGES; DIFFERENCES
B) ANALYZE; COMPARE PERCENTAGES; DIFFERENCES; TWO
C) ANALYZE; COMPARE PERCENTAGES; PAIRED SAMPLES t TEST
D) DIFFERENCES; TWO SAMPLE; PERCENTAGES
E) None of the above; SPSS does not test for differences between two percentages.
________ is a set of procedures in which the sample size and sample statistics are used
to make an estimate of the corresponding population parameter.
A) Statistical inference
B) Frequency distribution
C) Hypothesis testing
D) Predictive analysis
E) Standard deviation
If you define a problem incorrectly:
A) the error cannot be overcome.
B) correcting the error is time consuming and expensive.
C) it results in type I errors.
D) it results in type II errors.
E) it results in non-sampling errors.
________ helps determine the best decision alternative when the consequences of the
decision alternatives are unknown to the researcher.
A) Research on each decision alternative
B) Research on the identified symptoms of a problem
C) Research on the few most agreed-upon decision alternatives
D) A focus group study
E) A case study
Which of the following is the fastest growing country, in terms of net growth revenue
gains for market researchers from 2009 to 2010?
A) the United States
B) the United Kingdom
C) Germany
D) Russia
E) Austria
________ is the process of using sample information to compute an interval that
describes the range of a parameter such as a population mean or the population
percentage.
A) Sample estimation
B) Hypothesis testing
C) Parameter estimation
D) Predictive analysis
E) Regression analysis
Tim, a marketing manager, disagreed with other company managers. Tim believed that
the company should not just try to make a better product or try to sell more of the
product. Tim believed that the company should try to identify and satisfy consumer
wants and needs. Tim’s philosophy may best be described as:
A) the production-oriented philosophy.
B) the selling philosophy.
C) the marketing concept philosophy.
D) the management philosophy.