Machines that count automobiles passing by are likely to be more accurate than humans
counting the autos. This “traffic counting” machine would be an example of mechanical
observation.
Screening questions should be asked at the very end of the questionnaire.
Marketing research projects vary widely; some are taste tests in “kitchen-like” labs
while others may be confined to library research.
Both low-level and high-level scales can incorporate very precise linear relationships.
Researchers should conduct marketing research only when they do not have the
information for decision making.
Most industry codes of ethics are for the purpose of self-regulating professionals’
behavior.
A reliable measure is one that is truthful.
When testing for differences, a manager must first determine if the differences are
meaningful and then act on the differences. Only then should he or she decide if the
differences are significantly different.
Because visuals are produced from computer programs, there is no likelihood that they
may be used in an unethical fashion.
In the independent samples t test, Levene’s test determines whether the variances
between the two samples are approximately equal.
We attempt to measure the properties € sometimes called attributes or qualities € of
objects.
Researchers should follow to the sample size formula closely when calculating sample
size. No other consideration, such as the cost to the client, should be considered, as it
will surely lower the accuracy of the study.
Firms having cash-flow problems should preferably resort to marketing research.
When we have a gap between what did happen and what could have happened, we
normally refer to the gap as an opportunity.
Rebecca Sims is the general manager of a chain of auto parts stores. There are 400
stores in the country and they are divided up into seven divisions based upon
geography. Each division has a division manager. The firm prides itself on keeping
close tabs on customer satisfaction, and Rebecca has decided to take a sample of the
400 to test a new surrogate measure of customer satisfaction – the dollar value of
returned merchandise. Each sample store reports daily the dollar value of merchandise
returned and an average is calculated for each division. When Rebecca sees the first set
of results, she wants to know if the differences between the division means are real or
due to sampling error. Rebecca should use which test?
A) a z test of the difference between two percentages
B) independent samples t test
C) paired samples t test
D) ANOVA
E) division differences test
Validity is best illustrated by which of the following?
A) accuracy or truthfulness of the measurement
B) the extent to which the reliability coefficient approaches 1.0
C) the ability to repeat measurements
D) tendency to respond in the same manner to different questions
E) tendency to respond in the same manner to the same questions
When the intent is to measure psychological properties of consumers (such as attitudes,
opinions, and so on) which exist on a continuum in the mind of the respondent,
________ is the most useful type of measure.
A) ordinal scale
B) nominal scale
C) interval scale
D) ratio scale
E) unassumed interval scale
________ is the phase of the marketing research process during which respondents
provide their answers or information to inquiries posed to them by the researcher.
A) Data coding
B) Interviewing
C) Data analysis
D) Sampling
E) Data collection
The letter of transmittal is used:
A) instead of delivering the document.
B) to deliver the document.
C) to deliver the document to a client outside the firm.
D) to deliver the document within the firm.
E) only when the document is transmitted electronically.
Which of the following is most likely why respondents fail to tell the truth in surveys?
A) respondents fail to tell the truth in surveys
B) fieldworkers start cheating to complete the surveys
C) fieldworkers become fatigued
D) respondents suffer attention loss
E) interviewers start misleading respondents
________ are the degree of accuracy desired by the researcher and stipulated as a level
of confidence in the form of a range with a lower boundary and an upper boundary.
A) Measures of variability
B) Confidence intervals
C) Standard percentages
D) Parameter estimates
E) Statistical inferences
Which SPSS command would you use to create a pie chart?
A) CHART; PIE
B) GRAPHS; PIE
C) PIEGRAPH; GO
D) CHART; PIE; GO
E) FORMAT; PIE CHART
Which of the following identify exact values?
A) tables
B) pictures
C) maps
D) graphs
E) pie charts
The tax revenue department of a small town located in a dry county decides to sift
through collected garbage in the town to assess the amount of alcohol consumed. This
is an example of:
A) direct observation.
B) archives.
C) physical traces.
D) quantitative research.
E) none of the above
A finite multiplier is used when the population, relative to the sample size, is:
A) small.
B) large.
C) finite.
D) variable.
E) infinite.
When a researcher is determining if two groups are statistically significant, he or she is
considering the two groups as two separate populations. The question is whether or not
the two different populations’:
A) z scores are the same.
B) t scores are the same.
C) parameters are different.
D) associations are different.
E) summarization values are the same.
Which of the following is the theory that allows us to say that if we conducted a survey
1,000 times, and we were to plot the answers to our survey, the plot would appear as a
normal curve?
A) the central limit theorem
B) the normal curve theory
C) the normal limit theorem
D) the confidence interval theorem
E) the variability coefficient theory
Which of the following secondary information sources provides a baseline of data every
10 years?
A) baseline reports
B) NAICS (decade report)
C) census of the population
D) Survey of Buying Power
E) Decennial Marketing Research Handbook
To estimate a parameter, you need to know the sample statistic, which is either a mean
or percentage derived from sample data.