The quality of your marketing research report is an indicator of the credibility of the
research in the eyes of the client.
In dummy coding, the 0-versus-1 code is traditional, but any two adjacent numbers
could be used, such as 1 versus 2.
Traditional focus groups have 6 to 12 participants and are conducted in a dedicated
room with a one-way mirror for client viewing.
It is more difficult for a chi-square value with high degrees of freedom (i.e., there are
more cells) to achieve ‘significance” than for a chi-square value with fewer degrees of
freedom (i.e., there are fewer cells).
Marketing strategy is defined as a planned design to reach the largest portion of the
market by leveraging the benefits of both low marketing costs and promotion using the
mass media to reach the largest audience.
Research has demonstrated that questionnaire design is so important that it directly
affects the quality of the data collected.
The R Square value is very important because it tells us how well our regression line
fits the scatter of data points. It may range from 0 to +1.00 because it is the square of
the correlation coefficient, which may range from -1.00 to +1.00.
Which of the following is true about nonsampling errors?
A) It cannot be measured by a formula like sampling errors.
B) It can be measured as accurately as sampling errors.
C) It can be measured if the sample plan is available.
D) It cannot be measured if the sample size is not available.
E) It can be easily controlled like sampling errors.
Often, a critical requirement for a focus group meeting place is:
A) a very large room.
B) a small, cozy room.
C) round-table format allowing participants to see one another.
D) equipment to measure physiological responses of the participants.
E) hidden cameras and recording devices.
When reporting descriptive statistics to clients, descriptive measures such as median
and mode need not be included in the standard metric variable table as managers do not
relate to median or modes of scale data.
An unintentional respondent error occurs when a respondent’s interest in the survey
wanes, and this type of unintentional error is known as:
A) cheating.
B) attention loss.
C) fatigue-related error.
D) misunderstanding.
E) nonresponse.
What happens immediately prior to client approval during the questionnaire
development process?
A) Data is gathered.
B) Questions are formulated for the next section of the questionnaire.
C) The questionnaire is revised.
D) The questionnaire is finalized.
E) A pretest is conducted.
Which of the following best describes a completed survey?
A) a survey in which all the primary questions have been answered
B) a survey in which all the demographic questions have been answered
C) a survey in which there have been no break-offs
D) a survey in which there have been no item omissions
E) a survey in which confidentiality and anonymity have been maintained
________ occurs when a fieldworker believes he or she knows how to administer a
survey but instead does it incorrectly.
A) Instinctive interviewer error
B) Intentional respondent error
C) Interviewer misunderstanding
D) Unintentional respondent error
E) Intentional interviewer error
In practice, simple random sampling should be strongly considered:
A) if the population is small and can be numbered easily.
B) in telephone surveys where random digit dialing programs may be used to generate
numbers.
C) when population units are stored in an electronic file allowing computer programs to
randomly select the sample.
D) All of the above are situations that allow for the practical application of simple
random sampling.
E) Simple random samples are not practical in the real world.
P values can take on a range of:
A) +1.00 to -1.00.
B) 0 to 100.
C) 95 to 99.
D) 0.000 to 1.00.
E) .0001 to .0005.
Reporting of the details as to how the research was conducted is contained in the:
A) method section.
B) conduct of research section.
C) appendix.
D) body.
E) conclusions.
Which one of the following best represents the desired composition of a focus group?
A) homogeneous participants
B) heterogeneous participants
C) highly educated and articulate participants
D) participants who vary widely in terms of demographics
E) literate adults
Research revenues vary around the world, but ________ has the largest market share.
A) North America
B) Europe
C) Middle East & Africa
D) Latin America
E) Asia Pacific
To be useful to the marketing researcher or manager, differences must be:
A) meaningful.
B) stable.
C) actionable.
D) statistically significant.
E) All of the above are needed.
When you find “mixed” results in multiple regression (i.e., some betas are significant,
others are not), you:
A) eliminate, or “trim,” the insignificant variables.
B) adjust the insignificant variables by applying a standardized weight.
C) accept the null hypothesis.
D) choose the result that fits your hypothesis.
E) none of the above