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Which of the following is(are) NOT true with regard to the National Purchase Diary
Panel?
a. Families on the panel are geographically dispersed.
b. Participants use a preprinted diary to record purchases.
c. The panel is demographically balanced.
d. Initial diary results are supplemented with detailed "pantry audits."
e. All of the above are true.
Structured'‘disguised questionnaires typically rest on some proposition regarding the
role of attitude in the person's mental and psychological make'‘up. One proposition
holds, for example, that
a. an individual's knowledge, perception and memory are conditioned by his attitudes
and thus in order to assess his attitudes, we should ask him what he knows.
b. an individual's attitudes are conditioned by his knowledge and thus in order to find
out what he knows we should ask him about his attitudes.
c. greater knowledge reflects the strength and direction of attitudes.
d. there is no relation between knowledge and attitude.
e. a and c above.
Questionnaire design:
a. is a relatively easy task for most researchers.
b. is more an art than a science, although general guidelines do exist.
c. proceeds in a step-by-step manner from beginning to completion.
d. a and b.
e. b and c.
The Stapel scale:
a. requires that adjectives or descriptive phrases be treated separately instead of
simultaneously as bipolar pairs.
b. frees the researcher from the need for item analysis.
c. differs from the semantic differential in one characteristic only, 10 scale positions are
employed to capture the responses rather than the 7 positions of the semantic
differential scale.
d. is the most popular scale used in marketing, primarily because it combines the
advantages of the semantic differential and Likert scales.
e. none of the above.
Which of the following does NOT need to occur for respondents to answer questions
put to them?
a. understand what is being asked
b. process the information cognitively
c. retrieve the pertinent facts
d. evaluate the response in terms of its accuracy
e. all of the above need to occur
Noncoverage error is not a problem for which of the following sampling frames?
a. phone book
b. mailing list
c. map
d. None of the above have a potential noncoverage problem.
e. All of the above potentially have a noncoverage problem.
Which of the following is FALSE?
a. One useful source of internal secondary data is prior marketing research studies on
related topics.
b. Most marketing research studies should begin with internal secondary data.
c. There exists some relevant external secondary data on virtually any problem a
marketer might confront.
d. In general, the single most productive source document of external secondary data is
the sales invoice.
e. The amount of secondary data available is increasing.
The manager of a car dealership was concerned that female customers found sales
representatives to be intimidating. The manager asked a local market research firm to
determine whether or not significant gender based differences existed in attitudes
toward automobile sales personnel.
The research supplier used random digit dialing to contact 200 men and women over
the age of 21 in the dealer's market area. Respondents were asked to rate automobile
salespeople in the local area on helpfulness, willingness to deal, answering questions
fully, courtesy, and patience using a 7-point Likert scale with 1 being poor to 7 being
excellent. All respondents were also asked if new car salespeople were intimidating (yes
or no). Only one person per household was asked to respond to the survey and the
variances between the two groups on all questions were assumed to be equal.
The two populations are assumed to have equal variances. To check this assumption,
which of the tests below should be used?
a. the Chi-square test
b. the Kolmogorov-Smirnov test
c. the F test
d. the Chebov test
e. none of the above
Which of the following is TRUE?
a. Purchase data obtained through a panel (e.g. NPD) is more accurate than scanner data
(e.g. BehaviorScan).
b. A major advantage of Nielsen data (Nielsen Retail Index) over NPD (National Panel
Diary) data is that it covers products and services not covered by the NPD data.
c. A major advantage of NPD data over Nielsen data is that it can determine the relative
importance of store types in the sale of products such as batteries.
d. The recognized organizations in panel operation (e.g. NPD) select panel members by
matching socioeconomic characteristics of the panel membership with the population.
This guarantees that the panel is representative of the larger group.
e. They are all false.
Which of the following is typically estimated by comparing the sample
survey results with some outside criterion?
a. coding errors
b. sampling errors
c. noncoverage errors
d. nonresponse errors
e. refusal errors
Exploratory research begins with
a. vague topics of interest.
b. specific hypotheses.
c. tentative hypotheses.
d. cause'‘and'‘effect hypotheses.
e. b and d.
A study was done in an attempt to discriminate between the listeners of three popular
AM radio stations during the morning "drive-time" period. The following demographic
variables were used in the analysis: age, income, education, marital status, number of
children at home, and gender. Use the information to answer the following two
questions?
If a research analyst decided to analyze the information using the graphical approach,
how many different two-way graphs are possible?
a. 12
b. 15
c. 120
d. 16
e. None of the above.
Factor analysis may be inappropriate if
a. the pattern of correlations is high throughout the correlation matrix.
b. the slot of the latent roots indicates no sharp break.
c. covariability recovery is high.
d. no dependent variable is present in the data.
e. there are more than 10 variables to be analyzed.
A researcher wishes to estimate the average annual expenditures per household on
gasoline. The estimate must be accurate within plus or minus $100 and the estimated
standard deviation in such expenditures is $500.
For a 95% confidence interval (use z=2), the required sample size is
a. 10.
b. 100.
c. 1000.
d. 5000.
e. not enough information given.
Which of the following is essentially a sampling frame problem?
a. refusals
b. no one at home
c. observation errors
d. noncoverage errors
e. designated respondent not at home when interviewer calls
TABLE
No. of Purchases per Month per Brand
______________________________________________________________________
__
No. of Purchases
Brand
_________________________________________________________________
Bought 0 1 2 3 4 5 6 7 or More
Total
______________________________________________________________________
__
A 3 1 1 1
4 10
B 1 1 4 4 4
14
C 1 1 1 4 1 1 1
1 11
______________________________________________________________________
__
TOTALS 4 2 2 6 6 5 5
5 35
______________________________________________________________________
__
In the above table, which numbers are referred to as the marginals?
a. 10,14,11
b. 35
c. 3,1,1,1,4
d. 3,1
e. none of the above are the marginals
In marketing a respondent's interpretation of a Thematic Apperception Test is used to
interpret the individual's
a. personality.
b. intentions.
c. behavior.
d. awareness.
e. attitudes.
Which of the following is TRUE?
a. The constant sum scale is an example of an itemized rating scale.
b. A Likert scale is an example of a comparative rating scale.
c. A semantic differential scale is an example of an itemized scale.
d. a and b.
e. a, b, and c.
Which of the following is TRUE?
a. A "filter" question can be used to determine if a questionnaire respondent is familiar
with a certain topic.
b. Any questionnaire response is a good response.
c. Telescoping error refers to the fact that people tend to remember only events that
have occurred rather recently.
d. An optimal reference period used for framing questions is about one year.
e. They are all false.
