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The approach towards motivation taken in the text
a. insists that motives are different from drives.
b. suggests that motives involve the determination of how people behave.
c. suggests that motives may refer to a need, drive or an urge, but not to a wish, desire,
impulse, or any other feeling.
d. suggests that motives involve the determination of why in human behavior.
e. states that motives are inner states that may energize but do not direct or move
behavior toward goals.
In a controlled experiment
a. all other explanations for the effect have been eliminated.
b. we can conclusively prove relationships.
c. only replication will increase our confidence in the resulting conclusions.
d. we substitute method knowledge for conceptual knowledge.
e. a and b are true.
Which of the following is not a problem with using a phone book for a sampling frame?
a. unlisted phone numbers
b. not all homes have phones
c. double counting homes with multiple phone numbers
d. the phone book is always outdated
e. all of the above are true
A split'‘ballot refers to
a. the practice of using different phrasing or different orders for the alternatives on
subsets of questionnaires to combat order bias.
b. the practice of splitting the questionnaire responses in half for more accurate
analysis.
c. an administrative procedure in state elections.
d. averaging in scale construction.
e. none of the above.
Which of the following is NOT recommended for handling sensitive issues when
designing questionnaires?
a. Ask all sensitive questions together in a group.
b. Phrase the questions in terms of other people and how they might feel or act.
c. State that the behavior is not unusual before asking the question.
d. Use broad categories for the responses.
e. All of the above are recommended for handling sensitive questions.
Predictive validity is concerned with
a. the use of a test score to predict some future occurrence.
b. the relationship between the predictive variable and the criterion variable when both
are assessed at the same points in time.
c. the relationship between the predictive and criterion variable when they are assessed
at different points in time.
d. the use of a test score to predict some simultaneous occurrence.
e. all of the above.
Which of the following statements about mechanical recording devices is FALSE?
a. The tachistoscope provides the researcher timing control over a visual stimulus.
b. The galvanometer is used to assess the emotional arousal induced by exposure to
specific advertising copy.
c. Response latency measures the amount of time a respondent deliberates before
answering a question.
d. Voice pitch analysis examines changes in the relative vibration frequency of the
human voice that accompanies emotional arousal.
e. Vertical reliability is an increasingly popular way for assessing customer reactions in
a natural environment.
If r is the number of rows and c is the number of columns, the total number of degrees
of freedom in a two'‘way contingency table is given by
a. rc.
b. (r + 1)(c + 1).
c. (r '‘ 1)(c '‘ 1).
d. (r '‘ 1)/(c '‘ 1).
e. (r + 1)/(c + 1)
Which of the following statements is FALSE?
a. Perceptual maps cannot only be produced when direct judgments about the similarity
of objects are obtained, but also when the same objects are rated on a predefined set of
attributes.
b. Similarity measurement has an advantage over attribute ratings in that it allows
respondents to employ only those dimensions they normally use in making judgments
among objects.
c. The attribute rating approach to multidimensional scaling analysis facilitates naming
the dimensions.
d. Similarity measurement has the advantage over attribute ratings in multi'‘dimensional
scaling analysis in that it better handles the problem of grouping respondents with
similar perceptions.
e. Similarity judgments can be gathered both directly and by having respondents rate
objects on a predefined set of attributes.
You are a senior analyst in the marketing research department of a major steel producer.
You have been requested to make a forecast of domestic automobile production for the
forthcoming calendar year and, for this forecast, to make a forecast of the total tonnage
of steel that will be used by the automobile manufacturers. This is primarily a(n)
a. exploratory study.
b. descriptive study.
c. field experiment.
d. simulation.
e. laboratory experiment.
A chart where the values of the variable are placed along the abscissa, the absolute
frequency or relative frequency of occurrence of the values are indicated along the
ordinate, and the midpoints of the bars are connected is a:
a. matrix
b. cumulative distribution function
c. histogram
d. frequency polygon
e. midpoint chart
Sentence completion tests are an example of the method of communication.
a. structured'‘undisguised
b. unstructured'‘disguised
c. unstructured'‘undisguised
d. structured'‘disguised
e. none of the above
Branching questions are less appropriate with
a. personal interviews.
b. telephone interviews.
c. mail questionnaires.
d. mall intercepts interviews.
e. a and b only.
When estimating a population proportion instead of a mean, in order to determine the
sample size necessary you need all of the following information EXCEPT
a. degree of confidence.
b. estimate of the proportion.
c. estimate of the heterogeneity of the population.
d. specified precision.
e. All of the above are necessary items of information.
There are 50 items in a summated rating scale and the items are scored 1=strongly
disagree and 5=strongly agree for positive statements while the reverse scoring is used
for negative statements. Subject A has a total score of 150 toward the attitude object
"x." This means that
a. subject A has a positive attitude toward "x" because his score exceeds the "middle"
score of 125.
b. subject A has a negative attitude toward "x" because his score exceeds the "middle"
score of 125.
c. subject A is indifferent to "x" because his score is in the midrange of possible scores.
d. subject A has a more favorable attitude toward "x" than the average subject.
e. none of the above.
Which of the following is TRUE of concomitant variation?
a. Concomitant variation is a measure of the extent to which two variables vary
together.
b. The "pure" case of concomitant variation is found in 20-30 percent of all causal
research studies.
c. If perfect concomitant variation is found, we can say that our hypothesis is proven.
d. If there is no evidence of concomitant variation in a two-way cross-classification
table, we can be sure that there is no causal relationship.
e. They are all false.
The probability beta (ß) is
a. the probability of correctly rejecting a false null hypothesis.
b. the probability of retaining a correct null hypothesis.
c. equal to one minus the confidence level.
d. equal to the power of the test.
e. none of the above.
Which of the following statements is NOT true of motives?
a. Marketers have an interest in consumer motives because it is believed that motives
are stable and thus offer a strong basis for predicting future behavior.
b. A motive might be considered an inner state that produces goal'‘oriented behavior.
c. For marketing purposes, motives and attitudes are essentially the same thing.
d. Marketers believe that an understanding of the motives behind a behavior might
allow them to better influence future behavior.
e. All of the above statements are true of motives.
Which of the following is FALSE?
a. The Nielsen Retail Index monitors sales of food stores through the use of store audits.
b. A.C. Nielsen's Retail Index is an example of a distribution information service.
c. Dun's Market Identifiers is an example of an industry information service.
d. a and b.
e. a and c.
The researcher should always (if possible) begin with which type of data?
a. internal primary data
b. external primary data
c. external secondary data
d. internal secondary data
e.survey data
Which of the following kinds of data should not be analyzed using the
Kolmogorov'‘Smirnov test?
a. sales data for various shades of paint
b. number of patients visiting a doctor each day of the week
c. sales data for three brands of blue jeans
d. sales data for four different grades of building materials
e. all of the above should be analyzed using the Kolmogorov'‘Smirnov test
Which of the following is TRUE?
a. A conclusion is an opinion of what future action should be taken.
b. In general, it is not desirable for the researcher to draw conclusions in the written
report. Rather they should limit their reports to presentations of the facts and should let
the reader draw his or her own inferences from this presentation.
c. If a report is to be read by one familiar with the research topic, an introduction is
unnecessary.
d. As a general rule, the research report with a wide distribution will require a more
extensive introduction than a report for a narrow audience since a major purpose of the
introduction is to provide the background information the reader needs to appreciate the
discussion in the body of the report.
e. In general, the amount of detail contained in the research report should be inversely
proportional to the amount of direct control the user can exercise over the areas under
discussion.
Which of the following is NOT an assumption made about the error term in least
squares regression?
a. The mean or average value of the error term is zero.
b. The variance of the error term is constant across levels of the predictor variable.
c. The values of the error term are independent of the predictor variable.
d. The values of the error term are independent of one another.
e. All of the above are necessary assumptions underlying the least squares solution.
