Descriptive research is a type of exploratory research that has as its major objective the
description of something-usually market characteristics or functions.
Validity takes place when the occurrence of X increases the probability of the
occurrence of Y.
Quantitative research is an unstructured, exploratory research methodology based on
small samples, which provides insight and understanding of the problem setting.
According to the text, the beta coefficient is also called the beta weight.
For a large sample size, the t distribution approaches the normal distribution. Thus,
thet-test and the z-test are equivalent.
In nonprobability sampling, sampling elements are selected by chance, that is,
randomly.
According to the text, surveys are the primary means of obtaining information about
consumers’ motives, attitudes, and preferences.
The posts from social media such as blogs or Facebook “fan” pages give an informative
account of consumer perception and preference with regard to the problem at hand.
The null hypothesis is always the hypothesis that is tested, but can never be accepted
based on a single test.
The assignment of numbers or other symbols to characteristics of objects according to
certain prespecified rules is called measurement.
Sample size can be computed by using the formula for the standard error.
Analysis of social media can give an understanding that can be valuable in designing an
appropriate questionnaire for use in social media surveys but not in traditional surveys.
A respondent’s tendency to choose an alternative merely because it occupies a certain
position on the page or in a list is called order bias.
In commercial marketing research, the one-tailed test is used more often than a
two-tailed test.
An effect in which a prior measurement affects the test unit’s response to the
independent variable is called nonresponse bias.
The most common measures of variability are the range and variance.
According to the text, the last step in the report preparation and presentation process is
recommendations.
An alternative hypothesis is a statement of the status quo, one of no difference or no
effect.
Because the zero point is fixed in interval scales, it is not meaningful to take ratios of
scale values.
If the sampling unit is different from the element, it is necessary to specify precisely
how the elements within the sampling unit should be selected. Selecting the person
within the sampling unit with the next birthday is an appropriate way to precisely
specify which element to sample.
An overall indication of the dependability of the data may be obtained by examining the
cost of the source.
If ease of locating items is critical, an alphabetical arrangement is most appropriate.
An incident is a subgroup of the elements of the population selected for participation in
the study.
A ranking scale in which numbers are assigned to objects to indicate the relative extent
to which some characteristic is possessed is called a nominal scale.
Traditional focus groups are much less expensive to conduct than online focus groups.
The distances for all the points from the regression line are squared and added together
to arrive at the sum of the squared errors, which is a measure of total error.
Just being a part of different types of social media and analyzing what people are
talking about cannot yield a basic understanding of customers.
The advantages of using mall intercept interviews to collect research data include good
control of the environment and good response rates.
Competitive intelligence(CI) may sometimes use ethically questionable procedures as
the end justifies the means.
Exploratory research is suitable for generating alternative courses of action and research
questions.
A measure of how close the sample has come to the null hypothesis is called the test
statistic.
People are more likely to respond and respond sooner to fax surveys than mail surveys.
According to the text, semantic differential scaling is a comparative scaling technique.
According to the text, the first step in the sampling design process is to determine the
sample size.
According to the text, one of the biggest challenges in online research is the ability to
generate a truly random sample that is representative of the target population.
According to the text, an experimental group is the group exposed to the manipulated
independent variable.
According to the text, ________ refers to the level of uncertainty about the
characteristic being measured.
A) precision
B) reliability
C) validity
D) efficiency
E) technical doubt
For which of the following types of syndicated services do electronic devices
automatically record behavior that supplement a diary?
A) purchase panels
B) audit services
C) surveys
D) media panels
E) online surveys
________ are data collected for some purpose other than the problem at hand.
A) Primary data
B) Secondary data
C) Virtual data
D) Observational data
E) Research data
The null hypothesis of equal means for more than two samples is tested by a(n)
________, which is the ratio of the mean square related to the independent variable to
the mean square related to error.
A) F statistic
B) p statistic
C) t statistic
D) z statistic
E) chi-square statistic
The first step involved in conducting bivariate analysis is the development of a
________.
A) regression line
B) covariance chart
C) scatter diagram
D) distribution curve
E) contingency table
All of the following are true EXCEPT:
A) Sample size is one of the major costs in a research project.
B) Sample size is directly proportional to the variance of the variable.
C) Estimates of the population variance are based on small pilot studies, related
research and judgment of the researcher.
D) The researcher should disclose to the client unexpected differences between
expected and actual sample standard deviations.
E) Inflating population variance estimates does not lead to inflating the sample size.
________ data involves transferring the coded data from the questionnaires or coding
sheets onto disks or directly into computers by key punching or other means.
A) Validating
B) Editing
C) Coding
D) Transcribing
E) Selecting
Comparisons between numerical data from different countries can be difficult because
of all of the following EXCEPT:
A) units of measurement might differ.
B) accuracy may vary across countries.
C) frequency of census data collection can differ.
D) differences in tax evasion rates affects reported business income.
E) language differs across countries.
According to the text, which of the following types of questions does not apply to
survey research?
A) questions regarding behavior
B) questions regarding attitudes
C) questions regarding lifestyle characteristics
D) questions regarding observational research
E) questions regarding motivations
To control the problems of interviewers not strictly following the sampling plan,
supervisors should keep daily records of all of the following EXCEPT:
A) the number of calls made.
B) the number of not-at-homes.
C) the number of refusals.
D) the number of completed interviews for each interviewer.
E) supervisors should keep daily records of all of the selections to control interviewers.
Which of the following statements is not an advantage of online focus groups?
A) The researcher can reach segments that are usually hard to survey.
B) Researchers can re-contact group participants at a later date.
C) The cost of the online focus group is much less.
D) Only people that have and know how to use a computer can participate.
________ are statements about proposed relationships rather than merely questions to
be answered.
A) Theories
B) Models
C) Experiments
D) Hypotheses
E) Scientific notation
Examples of hypotheses related to paired samples include all of the following
EXCEPT:
A) Shoppers consider brand name to be more important than price while purchasing
fashion clothing.
B) Households spend more money on pizza than they do on hamburgers.
C) The proportion of households who subscribe to a daily newspaper exceeds the
proportion subscribing to magazines.
D) The new service plan will be preferred by at least 70 percent of the customers.
E) The proportion of a bank’s customers who have a checking account exceeds the
proportion who have a savings account.
According to the text, exploratory research can benefit from use of all of the following
methods EXCEPT:
A) survey of experts.
B) quantitative data such as structured surveys.
C) pilot surveys.
D) analysis of secondary data.
E) qualitative research.
Conditions favoring the choice of using a sample over a census include all of the
following EXCEPT:
A) small budget.
B) time available is short.
C) population size is large.
D) variance in the characteristic of interest is low.
E) cost of sampling error is high.
According to the text, the statistical approaches to determining sample size are based on
confidence intervals that may involve the estimation of the ________ or ________.
A) standard deviation; variance
B) variance; mean
C) mean; proportion
D) proportion; standard deviation
E) mode; median
________ represent values of a variable that are unknown, either because respondents
provided ambiguous answers or their answers were not properly recorded.
A) Missing responses
B) Inconsistent responses
C) Out-of-range values
D) Invalid responses
E) Edits
Which of the following is NOT an extraneous variable?
A) maturation
B) statistical regression
C) testing effects
D) selection bias
E) All of the above are extraneous variables.
A part of the data cleaning process that identifies data that are out of range or logically
inconsistent, or that have extreme values, is called ________.
A) transcribing
B) validating
C) consistency checks
D) coding
E) editing
The purposes of audit services include all of the following EXCEPT:
A) establishing consumer profiles.
B) measuring consumer sales and market share.
C) analyzing distribution patterns.
D) tracking new products.
E) measuring competitive activity.
In many marketing research applications, the observations for two groups are not
selected from independent samples. Rather, the observations relate to ________ in that
the two sets of observations relate to the same respondents.
A) distributed samples
B) independent samples
C) paired samples
D) random samples
E) divergent samples
________ are statistical techniques suitable for analyzing data when there are two or
more measurements on each element and the variables are analyzed simultaneously.
A) Univariate techniques
B) Multivariate techniques
C) Random techniques
D) Parallel techniques
E) Uniform techniques
The most popular parametric test is the ________ conducted for examining hypotheses
about means.
A) F-test
B) p-test
C) t-test
D) z-test
E) parametric test
The term used to denote the standardized regression coefficient is called the ________.
A) alpha coefficient
B) beta coefficient
C) gamma coefficient
D) theta coefficient
E) pi coefficient
In a short essay, list and discuss the three types of scanner data.
Which of the following is a controversial recent trend in the focus-group service sector?
A) meals no longer being provided to focus group participants
B) reduced incentives to participants
C) entire industries no longer using focus groups
D) focus groups declining in price
E) ghostwriters filling in for focus group moderators during report writing
According to the text, ________ are the simplest to use.
A) ratio scales
B) ordinal scales
C) interval scales
D) random scales
E) nominal scales
All of the following are common examples of judgmental sampling EXCEPT:
A) test markets selected to determine the potential of a new product.
B) purchase engineers selected in industrial marketing research because they are
considered to be representative of the company.
C) department stores selected to test new merchandising display.
D) mall intercept interviews conducted without qualifying the respondents.
E) bellwether precincts selected in voting behavior research.
In ________, sampling elements are selected by chance, that is, randomly.
A) nonprobability sampling
B) convenience sampling
C) judgmental sampling
D) probability sampling
E) lotto sampling
A method for handling missing responses in which respondents with any missing
responses are discarded from the analysis is called ________.
A) casewise deletion
B) pairwise deletion
C) alternate deletion
D) concurrent deletion
E) A and B