Aggregator, or data bank, services offer a wide variety of indexes, directories, and
statistical and full-text files, but they are all compiled using the same search logic.
Field service firms specialize in collecting data and are full-service firms.
If the tests of the significance of the slope and the intercept are significant, this means
that the straight-line relationship depicted by the slope and the intercept actually exists
in the population and, therefore, the regression equation may be used as a prediction
device.
One of the advantages of using secondary data is that it is usually available free of
charge.
“Do demographic and lifestyle variables of your audience affect their perspective of
your research?” is one question which should be asked after you have structured and/or
written your research report.
The variance identifies the distance between lowest value and the highest value in an
ordered set of values.
The findings of a research study presented in the textbook comparing purchasing
impulses of French and Swedish supermarket shoppers reveal that marketers who seek
to stimulate impulse shopping in supermarkets must vary their strategies according to
the customs in each country in which they are operating.
There is nothing wrong with the following question: “How much do you think you
would pay for a pair of sunglasses that will protect your eyes from the sun’s harmful
ultraviolet rays, which are known to cause blindness?”
A CATI is a form of person-administered interview.
Significant association relationships are always causal.
A hypothesis test gives you the probability of support for your hypothesis based on the
sample evidence and sample size.
Online information about the U.S. Census may be found at:
A) the U.S. census org.
B) www.census.gov.
C) www.directory of Government Documents.com.
D) http://The U.S. Statistical Abstract.
E) Online Census Guidebook.org.
If we run the chi-square test and we get a .02 level of significance to support the null
hypothesis, this means:
A) there is adequate support for the null hypothesis.
B) there is no association between the two nominally scaled variables.
C) there is only a 2 percent chance that the two nominally scaled variables are
systematically related.
D) there is a significant association between the two nominally scaled variables, and
this information alone is adequate to explain the nature of the association.
E) there is a significant association between the two nominally scaled variables, but this
information alone is a “flag” that we need to look more closely at the variables to
discern the nature of the relationship.
Interview evaluation refers to:
A) an evaluation of the quality of the interviews by an editor.
B) an evaluation of the interviews by the client/manager.
C) an overall procedure for evaluating the quality of the entire interview process.
D) respondent anxieties caused by the presence of an interviewer.
E) interviewer anxieties caused by the interview procedure.
Which of the following statements is most accurate in terms of the questionnaire
development process?
A) There is no process; a questionnaire is simply prepared based upon the research
objectives.
B) The process is undertaken by the researcher, and the client does not view the
questionnaire until after the collection of data to avoid biased questions.
C) The process consists of several steps, but is an iterative process meaning that
revisions occur often during the process.
D) Once the process begins, there is no changing it.
E) none of the above
Which of the following best represents how a nonsampling error can be minimized?
A) The sample size taken should be small in order to determine the nonsampling error
more accurately.
B) Various controls can be imposed on the data collection process to minimize the
effects of nonsampling error.
C) The sample selected from the sample size should be random.
D) The nonsampling error should be controlled.
E) Data collection should be kept at a minimum to minimize nonsampling error.
One of the best tools for unraveling prediction complexity is:
A) probability sampling.
B) association analysis.
C) differences testing.
D) linear regression.
E) causal research.
When a ‘secret shopper” is used to report salespersons’ level of customer assistance and
courtesy, which type of observation is being used?
A) overt
B) covert
C) physical traces
D) archives
E) invented
Marketing research conducted on the popular TV program, Seinfeld, starring Jerry
Seinfeld, was used to illustrate:
A) how marketing research always correctly identifies a product or service that will be
popular in the marketplace.
B) when marketing research predicts a failure, yet there is success.
C) when marketing research predicts a failure, and there is a failure.
D) why marketing research may not be applied to all fields, such as entertainment.
E) how marketing research may be used for television but not for movies.
The basic difference between an arbitrary and a conventional sample size determination
is that:
A) the conventional approach has no defensible logic, whereas the arbitrary approach
appears to have faulty logic.
B) the conventional approach doesn’t appear to be logical, whereas the arbitrary
approach has defensible logic.
C) the arbitrary approach has no defensible logic, whereas the conventional approach is
logical.
D) the arbitrary approach has no defensible logic, whereas the conventional approach
appears logical but is faulty.
E) the arbitrary approach, though arbitrary, has sound logic, and the conventional
approach has conventional support.
The two types of statistical inferences often used by marketing researchers are:
A) frequency distributions and standard deviations.
B) regression analyses and measures of variability.
C) parameter estimates and hypothesis tests.
D) descriptive analyses and predictive analyses.
E) medians and modes.
Which of the following is NOT used to test hypotheses?
A) sample statistic (mean or percentage)
B) parameter estimate
C) standard error of the statistic (mean or percentage)
D) hypothesized parameter value
E) desired level of confidence
Which of the following in multiple regression is a handy measure of the strength of the
overall relationship?
A) Adjusted R
B) Multiple R
C) multicollinearity
D) VIF
E) Adjusted B