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In a controlled test market all of the following are true, EXCEPT the
a. product is distributed through normal distribution channels.
b. test is conducted by a service agency external to the firm.
c. test market service pays retailers for shelf space.
d. test market service coordinates the trade promotion program.
e. product is guaranteed distribution.
The two fundamental sources of marketing research problems are
a. Ineffective advertising and change.
b. Poor sales and ineffective advertising.
c. Planned change and unplanned change
d. Technological advancement and customer suggestions.
e. Poor management and unplanned change.
The first step in developing a measure of marketing constructs is to________________
a. generate sample items.
b. purify the measure.
c. assess validity.
d. specify the domain of the construct.
e. collect data.
Some of the commonly used measures of location such as the median or quartiles can
be read directly from a
a. matrix.
b. frequency polygon.
c. histogram.
d. cumulative distribution function.
e. contingency table.
Code words, letters, or numbers used by security and intelligence organizations to form
secret codes are examples of what type of scales?
a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. Conscious
Of the many sources of differences of scores, the researcher is especially interested in
isolating the differences due to
a. situational factors.
b. variations in administration. c. mechanical factors.
d. true differences in the characteristic.
e. the sampling of items.
During a recent telephone survey, the data collection effort produced the following
results: completed interviews =
400; refusals = 200; not-at-home = 400 What is the response rate in this particular
situation?
a. 67%
b. 44%
c. 100%
d. 40%
e. 50%
Although old-fashioned store audits are still used in some markets, the vast majority of
consumer products in the
United States are now tracked via:
a. Geographic Information Systems
b. Online diary panels
c. People meters
d. Scanners
e. A, B, and C.
Marketing research firms that collect certain information on a regular basis which they
then sell to interested clients are involved in what kind of research?
a. Syndicated
b. Subscription
c. Institutional
d. Licensed
e. Copyrighted
The appendix usually contains the most technically oriented material in the report.
a. True
b. False
methods encourage respondents to reveal their own feelings, thoughts and behaviors by
shifting the focus away from the individual through the use of indirect tasks.
a. Proactive
b. Protective
c. Pronounced
d. Prolonged
e. Projective
Which of the following statements about regression/correlation analysis is FALSE?
a. Correlation analysis involves the measurement of the closeness of the relationship
between two or more variables.
b. Regression analysis involves the derivation of an equation that relates the criterion
variable to one or more predictor variables.
c. Regression analysis can establish the causal relationship between two or more
variables.
d. The regression line minimizes the sum of the squared deviations about the line.
e. It is much more common to conduct regression analyses using a computer.
