What type of research should a manager use when she needs precise answers about the
effects of various proposed marketing actions on important outcomes?
a. Exploratory
b. Causal
c. Surveys
d. Descriptive
e. Both A and D
Which of the following is FALSE?
a. You are studying the product life cycle phenomenon and attempting to classify
certain products into the following stages: introduction, growth, maturity, and decline.
This represents nominal scaling.
b. The above products can be further classified according to whether they are consumer
or industrial goods. This is an example of nominal scaling.
c. The respondent’s gender is an example of a nominal scale.
d. Both a and b.
e. a, b, and c.
The following items should be included in the sampling section of the body of the
report EXCEPT
a. the definition of the population.
b. what was done.
c. how the sample was chosen.
d. why the procedure chosen was used.
e. All of the above should be included in the sampling section.
“Order bias” refers to the
a. potential for responses to be affected by the sequence in which the response
alternatives are presented.
b. tendency of individuals to order their thoughts in a chronological manner.
c. desire of individuals to live in an “ordered world.”
d. tendency of respondents to follow literally the instructions given by an interviewer.
e. tendency of respondents to complete questions in the order they are presented by an
interviewer.
The upper limit of the Pearson chi-square test of independence is limited by
a. sample size.
b. the distribution of cases across the cells.
c. degrees of freedom.
d. Both a and b.
e. a, b, and c.
Refer to Scenario 17.3. What is the value of the test statistic useful for determining how
well the pattern of sales (by fabric type) of the new running suit corresponds to the
expected pattern?
a. 136.21
b. 584.81
c. 0.973
d. 422.13
e. None of the above.
One of the oldest services for measuring exposure to, and readership of, print media is:
a. Nielsen’s Digital Voice
b. Arbitron
c. comScore’s Mobile Metrix
d. Webtrends
e. GfK Group’s Starch Ad Readership Program
Proctor & Gamble, the makers of Oil of Olay skin lotion, have traditionally targeted
women over 30 years of age.
This is an example of
a. demographic segmentation.
b. benefit segmentation.
c. psychographic segmentation.
d. usage rate segmentation.
e. geodemographic segmentation.
Which of the following sections would NOT appear in a research proposal?
a. Purpose and limits of the project. b. Research results.
c. Data sources and research methodology.
d. Estimate of time and personnel requirements.
e. All of the above would appear in a research proposal.
The sampling distribution of a statistic refers to the
a. range of all possible sample values of the statistic that could be drawn from the
parent population under the specified sampling plan.
b. distribution of the variable in the parent population.
c. distribution of the variable in a particular sample.
d. spread of the variable in the parent population.
e. unbiased nature of most sample statistics.
Planned change is oriented more toward the____________and is_______________.
a. Present; reactive
b. Future; proactive
c. Past, proactive
d. Future, reactive
e. Past, reactive
In a stratum chart, the vertical distance between two lines represents the a. amount of
the upper line variable.
b. amount of the lower line variable.
c. sum of the upper and lower line variables.
d. difference of the upper and lower line variables.
e. None of the above.
Which of the following statements concerning single-source measurement is TRUE?
a. It combines all the relevant data at the individual consumer or household level.
b. Much of the single-source data is tightly controlled by retailers.
c. Many companies that want the advantages of single-source data are not in a position
to capture it.
d. Both A and B.
e. A, B, and C.
The best way to deal with respondents not knowing the answer to a question is
a. perform sufficient exploratory research and questionnaire pretesting to understand
what the population members are likely to know – or not know.
b. provide a “Don’t know” response option.
c. increase the sample size.
d. All of the above.
e. Both a and b.
Andy was a senior in college majoring in marketing. He received a call to participate in
a survey on behalf of a company that was targeting graduating seniors. At the end of the
survey, Andy was asked for the name of a friend who was also a senior in marketing.
This is an example of a ‘snowball” sample.
a. True
b. False
Low response rates may indicate
a. lack of interest among respondents.
b. failure to gain the intended respondents’ attention.
c. poor questionnaire design.
d. Both a and b.
e. a, b, and c.
To determine the necessary sample size, you need to know how
a. homogeneous or similar the population is on the characteristic to be estimated.
b. much precision is needed in the estimate.
c. confident you need to be that the true value falls within the precision range you’ve
established.
d. All of the above.
e. Both b and c.