A brings together a small number of individuals to talk about a topic of interest to the
researcher.
a. Depth interview
b. Focus group
c. Data mining
d. Case analysis
e. None of the above
Data such as transactional data collected by banks, airlines and retailers is known as
data.
a. Structured
b. Random
c. Collected
d. Unstructured
e. Big
Exploratory research that attempts to draw from the knowledge and experience of those
who have relevant information to the issue driving the research is an example of:
a. Focus groups
b. Data mining
c. Nominal groups
d. Case analyses
e. Depth interviews
Which type of primary data is concerned with anticipated or planned future behavior?
a. Personality/Lifestyle
b. Awareness/Knowledge
c. Demographic/Socioeconomic
d. Intentions
e. Behavior
Which of the following is FALSE about cross tabulations?
a. Cross tabulations work equally well with continuous measures that have been recast
as categorical measures.
b. Cross tabulations are used for studying the relationships between two (or more)
categorical variables.
c. Recasting continuous measures into categories may result in lowered statistical
power.
d. Cross tabulation seeks to investigate the influence of the independent variable on the
dependent variable.
e. Recasting continuous measures into categories almost never results in the loss of
information.
Information that the respondent has forgotten creates a type of error called
a. telescoping.
b. response latency.
c. recall loss.
d. systematic error.
e. random error.
_________________marketing research helps management isolate trouble spots and
keep abreast of current operations.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
Which of the following questionnaire administration methods is the LEAST expensive?
a. Personal interviews
b. Email/Web-based surveys
c. Mail surveys
d. Depth interview
e. Telephone surveys
The market research team at Initech was asked to discover how to address deficiencies
in the TPS reporting process. The team is studying the processes used by Globex, which
has a world-class TPS reporting process. The research technique being used in this case
is:
a. Benchmarking.
b. Ethnography.
c. Case analysis.
d. Data mining.
e. Depth interview.
Sampling error is reflected in the
a. sampling distribution of the statistic.
b. contact rate.
c. eligibility requirement.
d. development of the sampling frame.
e. number of callbacks needed to complete the survey.
Which of the following emphasizes the division of the sample into subgroups so as to
learn how the dependent variable varies from subgroup to subgroup?
a. Longitudinal analysis
b. Coding
c. Cross-sectional analysis
d. Cross tabulation
e. One-way tabulation
In multiple regression analysis, ttests are used to test for the statistical significance of
betas. If a beta is insignificant, it means that its respective independent variable plays
no meaningful role in predicting the dependent variable and the independent variable
should be “removed” from the model.
a. True
b. False
Which attitude rating scale is good for eliminating the halo effect that is common in
scaling?
a. Itemized-ratings scale
b. Semantic-differential scale
c. Graphic-ratings scale
d. Summated-ratings (Likert) scale
e. Comparative-ratings scale
Which of the following is TRUE?
a. Short surveys are more likely to be completed than are long surveys. b.
Hand-addressed envelopes may increase response rates.
c. Respondents are more likely to open an envelope that has been stamped rather than
one that has been sent through a postage meter.
d. Both a and b.
e. a, b, and c.
S.C. Johnson has developed an ingenious “twist” on their widely available wood cleaner
Pledge called “Pledge wipes”. The marketing manager wishes to test market the new
product, but they are hesitant to do so because other manufacturers of home cleaning
products could easily duplicate S.C. Johnson’s modification. Which type of test
marketing would you recommend where consumers are shown the new wipes and asked
to rate its features
a. controlled test market.
b. standard test market.
c. simulated test market.
d. electronic test market.
e. None of the above.
Which of the following best describes what prescriptive analysis is?
a. To recommend the best course of action among the firm’s various options.
b. To predict a future outcome with some degree of confidence.
c. To understand the current context.
d. None of the above.
e. Both B and C are correct descriptions of Descriptive analysis
“Mission Possible” is a non-profit retail store that sells gift items made by artisans from
over thirty different underdeveloped countries. This store provides employment to
impoverished third world craftspeople and markets their handiwork at a fair price. The
store defines its market segment as people who believe in helping others and who feel
good about helping others whenever possible. The store uses segmentation.
a. demographic
b. psychographic
c. geodemographic
d. ethnic
e. geographic