Compared to mail surveys, e-mail surveys offer time and cost advantages, as well as
more flexibility.
Random reliability is a popular approach for assessing reliability.
Social media can play a crucial role in disseminating the results and the report of a
marketing research project but not the decisions made by the company based on the
findings.
The value of the test statistic that divides the rejection and nonrejection regions is called
the critical value.
A z-test is a univariate hypothesis test using the standard normal distribution.
Cartoon characters are shown in a specific situation related to the problem in the
cartoon test projective technique.
Collecting demographic information that can be used in direct mail campaigns is
mentioned in the text as a specific objective of a questionnaire.
If a research report will be used across different countries and languages only one report
should be prepared.
The mean is that value obtained by summing all elements in a set and dividing by the
number of elements.
A sampling unit is the basic unit containing the elements of the population to be
sampled.
The last step in the questionnaire design process is to reproduce the questionnaire.
When evaluating field workers, the interviewer’s time should be broken down into
actual interviewing, travel, and administration.
Qualitative research procedures are classified as either direct or indirect.
True experimental designs include the pretest-posttest control group design and the
posttest-only control group design.
Dependent variables are variables that are manipulated by the researcher and whose
effects are measured and compared.
Designs that apply part of the procedures of true experimentation, while lacking full
experimental control are called quasi-experimental designs.
A nonprobability sampling technique in which an initial group of respondents is
selected randomly and subsequent respondents are selected based on the referrals or
information provided by the initial respondents is called snowball sampling.
Depth interviews are described as loosely structured conversations with individuals
drawn from the target audience.
Type I error occurs when the sample results lead to the rejection of a null hypothesis
that is in fact true.
A noncomparative scale is one of two types of scaling techniques in which each
stimulus object is scaled independently of the others.
It is possible to give monetary incentive in the form of Linden dollars in Second Life
but nonmonetary incentives cannot be given.
Peoplemeters have revolutionized grocery store retailing by allowing self-service
checkouts.
Supervision of field workers involves coding of questionnaires.
Variables that measure the effect of the independent variables on the test units are called
dependent variables.
When computing confidence intervals, maximum variation occurs when a proportion of
interest is 0.5.
The relevant cause/effect relationship is identified when both time order and concurrent
variation conditions are satisfied.
Fieldwork is the fifth step in the marketing research process.
The client writes a letter of estimation to the researcher before work on the project
begins.
Selecting an outside supplier is always done with a formal “request for proposal.”
Panel surveys collect data on the same set of variables at regular intervals, each time
sampling from a new group of respondents.
Households provide specific information regularly over an extended period of time for
purchase panels.
A two-tailed test is more conservative than the corresponding one-tailed test.
Quantitative research seeks conclusive evidence, which is based on large, representative
samples and typically applies some form of statistical analysis.
The most commonly used statistics associated with frequencies are measures of location
and measures of variability.
The first step in any marketing research project is to formulate the research design.
Verbal models explicitly specify the strength and direction of relationships among
variables, usually in equation form.
The two sets of degrees of freedom on which the F distribution depends are the degrees
of freedom in the numerator and the degrees of freedom in the denominator.
According to the text, a ________ provides a series of pictures, which track the changes
that take place over time.
A) cross-sectional design
B) longitudinal design
C) horizontal design
D) vertical design
E) photographic design
A scale whose numbers serve only as labels or tags for identifying and classifying
objects with a strict one-to-one correspondence between the numbers and the objects is
called a(n) ________.
A) nominal scale
B) ratio scale
C) ordinal scale
D) interval scale
E) random scale
After paired comparison scaling, the most popular comparative scaling technique is
________.
A) perceptual scaling
B) constant sum scaling
C) rank order scaling
D) semantic differential scaling
E) semantic meaning scaling
Permissible statistics for ordinally-scaled data include which of the following?
A) geometric mean
B) range
C) standard deviation
D) mean
E) percentiles and median
A(n) ________ involves a complete count of each element in a population.
A) census
B) sample
C) element
D) sampling unit
E) count
Which of the following is NOT mentioned as a limitation of social media for
conducting marketing research.
A) objectivity standards for social media are lower
B) self selection bias
C) advocacy bias
D) expressive bias
E) all of these are mentioned as limitations
According to the text, a ________ denotes the true value that would be obtained if a
census, rather than a sample, were undertaken.
A) standard deviation
B) statistical inference
C) normal distribution
D) parameter
E) standard normal
Published external sources may be broadly classified as ________.
A) syndicated data.
B) business/non-government data or government data.
C) internal data or external data.
D) primary data or secondary data.
E) A and B
The most common measures of variability are the ________ and ________.
A) median; range
B) variance; mean
C) mean; median
D) range; variance
E) difference; trend line
Which of the following elements is NOT included in an Internet survey system?
A) questionnaire design
B) web server
C) database
D) data delivery program
E) pre-programmed incentives
A(n) ________ is commonly used for the purpose of providing inferences for making
statements about the means of parent populations.
A) F-test
B) p-test
C) t-test
D) z-test
E) chi-square test
In a short essay, discuss the advantages and uses of secondary data. Include a discussion
of the disadvantages of secondary data to support your answer.
A marketing research project is warranted when ________.
A) the required information is already in the organization
B) the decision which the research addresses has already been made
C) the research will be used for gaining political ends
D) time or money are not available in adequate amounts
E) the cost of the research is less than its eventual benefits
Which of the following is a characteristic of descriptive research designs?
A) flexible
B) marked by the prior formulation of specific hypothesis
C) versatile
D) often the front end of total research
E) supporting
The number of units to be included in a study is called the ________.
A) census
B) sampling frame
C) sample size
D) incident
E) company roster
Which of the following sections of the report gives the background to the problem,
highlights discussions with the decision makers and industry experts, discusses the
secondary data analysis, the qualitative research that was conducted, and the factors that
were considered?
A) executive summary
B) problem definition
C) research design
D) conclusions and recommendations
E) letter of transmittal
________ allow for the statistical control and analysis of external variables.
A) Quasi-experimental designs
B) True experimental designs
C) Statistical designs
D) Preexperimental designs
The strength of association is measured by the ________.
A) coefficient of determination
B) regression equation
C) correlation coefficient
D) F factor
E) F-statistic
Which of the following is NOT a statistic that is associated with the measures of
location of frequency distribution?
A) mean
B) mode
C) median
D) maxima
E) C and D
When the frequency in any cell of a contingency table is low, it is ________.
A) time to stop the analysis
B) OK to ignore this and move on to finish the analysis
C) OK to proceed if the phi coefficient is used
D) time to increase the size of the table
E) time to reduce the size of the table by combining categories
The executive summary should concisely describe all of the following EXCEPT:
A) the problem.
B) the approach.
C) the research design.
D) major results.
E) All of the selections should be concisely described in the executive summary.
Which statement is not true about research design?
A) Research design is a framework for conducting the marketing research project.
B) Research design specifies the measurement and scaling procedures.
C) Research design is undertaken before developing the approach to the problem.
D) Research design is undertaken after the marketing research problem is defined.
According to the text, the typical duration of a focus group is ________.
A) less than an hour
B) two to four hours
C) one to three hours
D) three to five hours
E) more than five hours
Which of the following is NOT an alternative for the treatment of unsatisfactory
responses?
A) return the questionnaire to the field to get better data
B) assign missing values
C) discard unsatisfactory respondents
D) delete the question from the survey
E) C and D
According to the text, an alternative approach to pan-cultural scales is to ________.
A) use only open-ended questions
B) avoid survey research and do only qualitative interviews
C) use demographic questions only
D) use continuous rating scales
E) use descriptors the respondents provide themselves
According to the text, every table should have a ________ and ________.
A) footnote; a title
B) summary; a footnote
C) title; a summary
D) number; a title
E) header; footer
A procedure for deriving a mathematical relationship, in the form of an equation,
between a single metric dependent variable and a single metric independent variable is
called ________.
A) univariate regression
B) bivariate regression
C) multivariate regression
D) parallel regression
E) pairwise regression
The marketing chief of Fossil is considering the introduction of a super functional,
fashionable wristwatch for men and women priced at $99. For this, he decided on 30
telephonic interviews from their customer database, 50 valid survey responses from
individuals whose income is greater than $60,000 and 2 focus-groups. To which of the
six steps of the marketing research process do the actions of the marketing chief for
Fossil fall into?
A) defining the problem
B) developing an approach to the problem
C) doing analysis
D) doing fieldwork or collecting data
E) formulating the research design
An advantage of scanner volume-tracking data is being the most flexible way of
obtaining data.
________ may be desirable because it is easier to compare the beta coefficients than it
is to compare the raw coefficients.
A) Covariance
B) Standardization
C) Correlation
D) Regression
E) Analysis of variance
Which of the following interviewer characteristics is described as “is honest and
behaves ethically at all times”?
A) aptitude
B) price
C) third ear
D) ethics
E) work orientation
The ________ is always the hypothesis that is tested, but can never be accepted based
on a single test.
A) alternative hypothesis
B) random hypothesis
C) null hypothesis
D) standardized hypothesis
E) incidence of difference
Verification of product movement by examining physical records or performing
inventory analysis are characteristics of which of the following types of syndicated
services?
A) surveys
B) audits
C) purchase panels
D) media panels
E) movement exams
All of the following are true EXCEPT:
A) The product moment correlation is denoted by ρ.
B) The coefficient r is an estimator of ρ.
C) The calculation of r assumes X and Y are metric.
D) Data that use rating scales with a small number of categories will tend to under
estimate ρ.
E) Data that use rating scales with a small number of categories will tend to over
estimate ρ.