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Conjoint analysis
a. requires respondents to express how they are weighting particular attributes in
forming their judgments for products.
b. uses actual products or brands as the typical stimuli.
c. gets its name from the fact that we can measure relative values of things considered
jointly which might be unmeasurable taken one at a time.
d. a and b.
e. a, b, and c.
After formulating the decision problem, the next two steps in the research process are
a. determine the research design; design the data collection method and forms.
b. design the data collection method and forms; design the sample.
c. design the data collection method and forms; collect data.
d. design the sample; determine the research design.
e. determine the research design; design the sample.
You are product manager for Brand X coffee, a nationally distributed brand. Brand X
has been declining in absolute level of sales for the last four consecutive months. You
ask the marketing research department to do a study to determine why sales have
declined. The most appropriate research strategy would be
a. an experimental study.
b. a field experiment followed by an exploratory study.
c. an experimental study followed by a descriptive study.
d. an exploratory study.
e. a descriptive study involving a field survey of actual and potential customers.
You have been assigned the task of evaluating consumer acceptance of and favorability
toward a new product that a company has just test marketed in your area. In order to
determine the degree to which consumers hold favorable attitudes toward the product,
what is the lowest level of scale that you can use?
a. nominal
b. ordinal
c. interval
d. ratio
e. need more information
According to the terminology of an experimental design,
a. O refers to the observation of the test unit(s).
b. movement through time is represented by the vertical arrangement of X's and O's.
c. O, X, O2 indicates that one or more test units were exposed to an experimental
variable and that their response was measured at two different points in time.
d. a and c.
e. a, b, and c.
Which of the following is TRUE?
a. Likert and semantic differential scales are examples of itemized rating scales.
b. An advantage of graphic rating scales is that they allow a researcher to make fine
distinctions in attitude measurement.
c. The distinguishing feature of an itemized scale is that the possible response
categories are limited in number, compared with the graphic rating scale.
d. For graphic scales to be effective, it is advisable to avoid extreme end statements and
to have descriptive statements close to their numerical points.
e. They are all true.
Which of the following is TRUE?
a. Since secondary data will rarely provide a complete answer to a research question, it
is always a good idea to collect at least some primary data.
b. Attitudes and opinions held by consumers are more often used to delineate market
segments than are demographic or socioeconomic characteristics.
c. A rather attractive feature of demographic and socioeconomic data is that all of the
common variables of interest to researchers are easily verifiable as to their accuracy.
d. Personality is a good predictor of consumption behavior.
e. They are all false.
A might be the only method of obtaining a response from certain busy individuals for
whom time is a scarce commodity.
a. personal interview
b. telephone interview
c. mail questionnaire
d. mall'‘intercept interview
e. none of the above
A researcher conducting a mail survey develops a number of subgroups by noting the
order of those responding: e.g., group 1, those responding after initial contact; group 2,
those responding after first follow'‘up, etc. Statistics are then computed to see if there
are any significant differences between the groups. If there is no significant trend the
mean for the nonrespondents and respondents is ___. If there is a significant difference
the researcher ____.
a. biased; scraps the project and starts all over again
b. assumed the same; extrapolates to allow for the respondents
c. assumed equal; assumes the nonrespondents are like the respondents
d. assumed different; extrapolates to allow for the nonrespondents
e. assumed equal; extrapolates to allow for the nonrespondents
If there are two groups at issue, an experimental and a control group, and the
experimenter considers two test units as a pair by means of some external criterion
before assigning one unit randomly from each pair to each group, he is said to be using
a. cross'‘sectional analysis.
b. turnover analysis.
c. time order of occurrence of variables.
d. statistical regression.
e. matching.
The scale skilled, semi-skilled, and unskilled laborer was used to classify respondents
in a recent survey. The appropriate measure(s) of central tendency for this variable are
a. the mode.
b. the median.
c. the mode and the median.
d. the mean.
e. the mode, the median, and the mean.
Which of the following is FALSE?
a. There is a definite increase in claimed awareness when a respondent's memory is
jogged using a recognition measure rather than an aided recall measure.
b. One thing that affects a respondent's willingness to provide an answer is the amount
of work involved in producing it.
c. The only historically successful way of asking about a sensitive issue is to state that
the behavior or attitude is not unusual before asking the specific questions of the
respondent.
d. In general it is better to address sensitive issues later, rather than earlier, in the
survey.
e. The randomized response model is sometimes used to secure sensitive information.
You are a researcher conducting a cross'‘tabulation on three variables: sex (male,
female), region of the country (east, west, north, south), and marital status (single,
married, divorced, separated). Assuming an even allocation of observations to cells,
how many observations are necessary for 20 per cell?
a. 60
b. 320
c. 480
d. 640
e. none of the above
Which of the following statements about Thurstone equal'‘appearing interval scales is
FALSE?
a. The final scale typically contains 20'‘22 statements that span the favorability
continuum.
b. The subject indicates his degree of agreement or disagreement with each statement.
c. Judges are asked to sort the initial pool of statements into categories based on the
degree of favorability of each statement.
d. Statements with low Q values are preferred over statements with high Q values.
e. The task for subjects when developing the scale is different than their task in using
the scale.
A retail hardware chain is considering a self'‘service system for its 326 stores. Ten
stores have been selected for a trial period of three months. Ten other stores, matching
the experimental stores as closely as possible, have been selected as a control group in
which the traditional clerk system will operate. Dollar sales for each of the twenty
stores will be recorded weekly for the three'‘month period. Prior to the study, weekly
sales will be recorded for a month, as a "before" measure. The difference in sales
between the experimental and control groups is expected to help management in its
decision.
Select the alternative that does not represent an extraneous variable.
a. method of operation (self'‘service vs. clerk)
b. differences in items offered in self'‘service vs. clerk operated stores
c. any special promotion by any store or stores
d. time period selected, e.g., near Christmas time
e. differences in physical attractiveness of the stores
When marketers speak of a person's awareness of an advertisement or product
knowledge, they are
a. referring to two completely unrelated processes.
b. focusing on the individual's knowledge'‘'‘there is a sort of awareness'‘knowledge
interchangeability, at least as measured.
c. focusing on the individual's awareness which is in no way related to his knowledge.
d. concerned with the resultant change in the individual's feelings and/or motivations in
relation to the advertisement as a result of the knowledge of the product.
e. doing none of the above.
Which of the following is FALSE?
a. An advantage of the nonattribute-based approaches over the attribute-based
approaches in the development of perceptual maps is that they make naming the
dimensions easier.
b. The attribute-based approaches to the development of perceptual maps require a
relatively more accurate and complete set of attributes to be specified in advance of
data collection.
c. Computer programs for the attribute-based approaches to the development of
perceptual maps are more readily available and less expensive to run than are the
programs for the nonattribute-based approaches.
d. The attribute rating approaches to multidimensional scaling analysis make it easier in
comparison to direct methods to cluster respondents into groups with similar
perceptions.
e. The attribute and nonattribute approaches to perceptual mapping can produce very
different maps.
