Nonprobability samples are those for which members of the population do not have a
known chance of completing and turning in a survey. It has nothing to do with the
probability of being selected into the sample.
ANOVA is used to determine if there is any correlation among three or more paired
groups or samples.
Chi-square analysis always begins with the assumption that no association exists
between the two nominal scaled variables under analysis.
Some critics believe that both marketing and marketing research have lost importance
in organizations, and that marketing research no longer represents the “voice of the
consumer.”
In ethnographic research, marketing researchers act exactly as anthropologists, in that
they enter into an “immersion” state with consumers and observe their behavior by
living with them.
Small groups of people brought together and guided by a moderator through an
unstructured, spontaneous discussion for the purpose of gaining information relevant to
the research problem can be categorized under which type of research design?
A) exploratory research
B) causal research
C) deductive research
D) exploitive research
E) exhaustive research
You do not have a “relationship” that links the labels (or levels) for two variables unless
the relationship is:
A) causal and consistent.
B) consistent and systematic.
C) systematic and causal.
D) systematic and important.
E) consistent and important.
Which of the following represents an application of secondary data?
A) predicting broad changes in culture
B) selecting a street location for a new car wash
C) economic-trends forecasting
D) corporate intelligence
E) All of the above are applications of secondary data.
________ analysis helps determine the degree to which real and generalizable
differences exist in the population.
A) Differences
B) Association
C) Predictive
D) Inference
E) Descriptive
To test whether a true difference exists between two group percentages, we test the
________ hypothesis.
A) z
B) t
C) z or t hypothesis; it does not matter
D) null
E) alternative
Allison is the CEO of a large consumer products company. She asks the marketing
research department to gather information to help her determine target markets having
the most potential from among several market segments. She also asks the research
department to give her an assessment as to the best product, price, distribution, and
promotion to appeal to the various market segments. Allison is collecting information to
help her implement a:
A) marketing mix.
B) marketing audit.
C) marketing concept.
D) marketing strategy.
Sandra Catrioni is a research analyst at Spellman Research Associates. She has just
completed a study of customers for Brennan’s, a department store in Tulsa, Oklahoma.
She asked the question, “How much do you believe you spend on an average trip to a
department store?” She realizes that the type of measurement scale is ratio. However,
for her client’s presentation, she wants to create categories of the answers and put them
in a bar chart. The categories will be of unequal amounts. The first category will be
“Less than $10” and the second category will be “$10 to $25,” and so on. What effect
will this have on the type of measurement scale she will be using with the new variable
for the categories she created?
A) Nothing; once a ratio scale, always a ratio scale.
B) The ratio scale will now become an ordinal scale.
C) The ratio scale will not become an interval scale.
D) The ratio scale will become a nominal scale.
E) The ratio scale will become a bar chart scale.
Managers, relative to researchers, define the population:
A) the same.
B) in very specific terms.
C) in less specific terms.
D) not at all; researchers do it for them.
E) none of the above
What was the significance of the years following the Industrial Revolution to the
marketing research industry?
A) The early development of questionnaires, which were put into use providing
marketing researchers with a method of gathering new information from customers,
dealers, and competitors, occurred.
B) Companies were separated from their customers, and there was a need to understand
faraway markets.
C) Marketing research became fully accepted; formal recognition of the marketing
research function led to the creation of marketing research departments.
D) High-tech products such as CARDs, CATIs, SPSS, and DBMs developed.
E) Nothing really changed in the marketing research industry after the Industrial
Revolution.
What does sugging refer to?
A) selling under the guise of a survey
B) fund raising under the guise of a survey
C) collecting data through telephone interviews
D) falsifying data
E) surveying under the guise of selling
Which statistic is used to determine whether or not multicollinearity is a concern in
multiple regression?
A) coefficient of determination
B) multicol Z
C) multicol R
D) VIF (variance inflation factor)
E) Q
Which of the following is NOT true of a differences test?
A) With the null hypothesis, the arithmetic difference between one parameter and
another is 0.
B) With both hypotheses, it is impossible to “guess” differences before testing.
C) With the null hypothesis, the statistical test begins with the assumption that the two
percentages (or means) are exactly the same value.
D) The alternative hypothesis is that the two percentages (or means ) are not the same
value.
E) With the alternative hypothesis, the difference between parameters is not 0.
Which of the following is a breach of ethics?
A) extending the time for the conclusion of a research project in order to meet standards
B) seeking help from experts outside the company free of cost on non-confidential
matters
C) using a company’s research proposal for the purpose of competitive bidding
D) seeking the help of researchers outside the company on non-confidential matters
E) using a standard procedure rather than a customized one for research purposes