Cross-tabulation examines associations between variables, not causation.
Mutually exclusive means that there is no overlap between classes and every object
being measured falls into only one class.
An equation used to explain the results of multiple regression analysis is called the
multiple regression model.
A code in which the number of records for each respondent is the same and the same
data appear in the same columns for all respondents is called a fixed field code.
With the use of social media such as blogs, Facebook, or Twitter, researchers can update
consumers on the research that has been ongoing and the actions that have been taken.
The primary purpose of audit services is to establish consumer profiles.
Dichotomous questions allow the respondent to express their attitudes or opinions
without the bias associated with restricting responses to predefined alternatives.
“History” refers to the occurrence of events before the experiment.
A measurement scale with five response categories ranging from ‘strongly disagree” to
‘strongly agree,” which requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related to the stimulus object, is called
a Stapel scale.
A broad statement of the general problem and identification of the specific components
of the marketing research problem is called problem definition.
The selection, training, supervision, validation, and evaluation of field workers is much
more streamlined in social media fieldwork than in traditional fieldwork.
The collection of product movement data for wholesalers and retailers is called a focus
group.
According to the text, the mode represents the highest peak of the distribution.
In its simplest form, ANOVA must have a dependent variable that is metric.
A scatter diagram is a plot of the values of two variables for all the cases or
observations.
CRM databases can be analyzed in terms of a customer’s activity over the life of the
business relationship.
“Lifestyles” refer to the distinctive models of living of a society or some of its
segments.
Convenience samples are appropriate to use with exploratory research.
Hardware and a communication network are recognized as important components of a
decision support system.
Discriminant validity is a measure of construct validity that measures the extent to
which the scale correlates positively with other measures of the same construct.
Cross-sectional design is a type of research design involving a fixed sample of
population elements that is measured repeatedly.
In addition to defining the problem and developing an approach, qualitative research is
also appropriate when facing a situation of uncertainty.
According to the text, most of the research suppliers are Fortune 500 operations.
All interviewers should use the same format and conventions to record the interviews,
but should alter their way of editing completed interviews to ensure variety and
coverage.
Questionnaire development is a step involved in conducting bivariate regression
analysis.
One consistency in conducting cross-national studies is the universal definition of
“household” and “household size” across countries of the world.
Any positive linear transformation of the form y = a + bx would distort the properties of
an interval scale.
To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire
whether the field workers actually conducted the interviews.
A scale whose numbers serve only as labels or tags for identifying and classifying
objects with a strict one-to-one correspondence between the numbers and the objects is
called an ordinal scale.
Formulating an analytical framework along with models, research questions,
hypotheses, and the information needed are included in developing an approach to the
problem.
The valid percentage column in a frequency distribution represents percentages
calculated by excluding the cases with missing values.
Probability sampling relies on the personal judgment of the researcher, rather than
chance, in selecting sampling elements.
Statistical techniques that may be used on interval scale data include all of those that
can be applied to nominal, ordinal, and ratio data.
A focus group is an example of a general business source of external secondary data.
A principle that is effective for structuring a presentation is
A) “go for it.”
B) ‘slide and glide.”
C) “fourth and goal.”
D) “preach it.”
E) “tell ’em.”
Which of the following primary scales of measurement is used only for classification
purposes?
A) ordinal scales
B) ratio scales
C) nominal scales
D) interval scales
E) random scales
According to the text, construct validity includes all the following EXCEPT:
A) convergent validity.
B) discriminant validity.
C) nomological validity.
D) coefficient validity.
E) C and D
Which of the following is NOT one of the four broad categories of experimental
designs?
A) concurrent design
B) preexperimental design
C) quasi-experimental design
D) statistical design
E) true experimental
The most complex of the primary scales of measurement is the ________.
A) ordinal scale
B) interval scale
C) ratio scale
D) nominal scale
E) random scale
According to the text, ________ means that there is no overlap between classes and
every object being measured falls into only one class.
A) mutually exclusive
B) collectively exclusive
C) mutually exhaustive
D) collectively exhaustive
E) object non-overlap
According to the text, categories are ________ if every response fits into one of the
assigned category codes.
A) dependent
B) mutually inclusive
C) collectively exhaustive
D) mutually exclusive
E) uniform
Conventional industry practice would have the project paid ________.
A) after all deliverables had been received by the client
B) just before all deliverables will be sent to the client
C) at the midpoint and at the end
D) whenever the client’s accountants agree to send payment
E) in three parts due at the beginning, mid-point, and the end
A measure of central tendency given as the value that occurs the most in a sample
distribution is called the ________.
A) mean
B) median
C) mode
D) maxima
E) trend
________ forces the respondent to discriminate among alternatives and also comes
closer to resembling the shopping environment.
A) Constant sum scaling
B) Rank order scaling
C) Paired comparison scaling
D) Semantic differential scaling
E) Discriminative scaling
For marketers, an example of a bibliographic database is ________.
A) Nielsen
B) the U.S. government
C) ABI/INFORM
D) Arbitron
E) B and D
If the probability of F is greater than the significance level α, ________ and ________
should be used.
A) H0 is rejected;t based on “equal variances not assumed”
B) H0 is not rejected;t based on “equal variances assumed”
C) H0 is rejected;t based on “equal variances assumed”
D) H0 is not rejected;t based on “equal variances not assumed”
Deciding if a question is necessary or if several questions are needed rather than one are
decisions involved with ________.
A) determining the order of scales
B) choosing question wording
C) choosing question structure
D) individual question content
Which of the following is NOT a classification of itemized rating scales?
A) Likert scales
B) semantic differential scales
C) Stapel scales
D) perceptual scales
E) C and D
________ is the testing of the questionnaire on a small sample of respondents for the
purpose of improving the questionnaire by identifying and eliminating potential
problems before using it in the actual survey.
A) Precoding
B) Pretesting
C) Sampling
D) Encoding
E) Consolidation
The ________ is computed as the ratio of two sample variances.
A) F statistic
B) p statistic
C) t statistic
D) z statistic
E) chi-square statistic
The type of qualitative research in which the purposes of the project are disguised from
the respondents is called ________.
A) a direct approach
B) a panel
C) an indirect approach
D) a survey
E) a masked approach
A projective technique in which the respondent is required to construct a response in the
form of a story, dialogue, or description is called the ________.
A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique
The percentage of qualified respondents who complete the interview is called the
________.
A) standard rate
B) random rate
C) completion rate
D) incidence rate
E) torsion rate
All of the following are recognized as disadvantages of using telephone interviewing to
collect research data EXCEPT:
A) no use of physical stimuli.
B) limited to simple questions.
C) low quantity of data.
D) poor response rate.
E) B and C
Which of the following types of data represent any data that have already been
collected for purposes other than the problem at hand?
A) Primary data
B) Secondary data
C) Experimental data
D) Virtual data
E) Special data
If a company is interested in determining the in-store shelf exposure of their brand
versus competitive brands, the most effective way to obtain this information is via:
A) scanner data.
B) in-store intercepts where consumers were observed purchasing a product in a
particular category.
C) telephone interviews with individuals who made a recent category.
D) an audit.
E) panel data from individuals in the interested category.
According to the text, the most common entry-level position in the marketing research
industry for people with bachelor’s degrees is ________.
A) assistant project director
B) project director
C) operational supervisor
D) research analyst
E) account executive
Which of the following is NOT a characteristic of a marketing information system?
A) structured problems
B) use of reports
C) information displaying restricted
D) can improve decision making by using “what if” analysis
E) can improve decision making by clarifying new data
The categorical independent variables used in an analysis of variance are called
________.
A) factors
B) records
C) elements
D) variables
E) correlations
According to the text, experiments can be described in terms of all of the following
EXCEPT:
A) independent variables.
B) interdependent variables.
C) dependent variables.
D) extraneous variables.
E) B and D
The ________ coefficient is the slope obtained by the regression of y on x when the
data are standardized.
A) random regression
B) standardized regression
C) bipolar regression
D) alternate regression
E) alpha
A major disadvantage of comparative scales would be which of the following?
A) Halo or carryover effects are reduced.
B) Respondents bring the same point of reference to a task.
C) The resulting data measures relative differences.
D) Only big differences between objects can be detected.
E) A researcher cannot generalize beyond the objects under study.
A ________ is a chart that displays data in bars positioned horizontally or vertically.
A) line chart
B) pictograph
C) bar chart
D) pie chart
E) grid
“Stays focused on a task and completes it” describes the interviewer characteristic of
________.
A) aptitude
B) third ear
C) discipline
D) ethics
E) work orientation
All of the following are good examples of test units EXCEPT:
A) consumers.
B) price levels.
C) stores.
D) geographic areas.
E) B and D
In a short essay, discuss the concept of statistical inference.
In a short essay, discuss the differences between exploratory and conclusive research.
In a short essay, discuss the difference between comparative and noncomparative
scales. Include an example of each scaling technique to support your answer.
In a short essay, list and discuss at least four statistical concepts used in sample size
determination.
In a short essay, define standardization and include a discussion of beta coefficient and
standardized regression coefficient to support your answer.
In a short essay, discuss the difference between laboratory and field experimentation.
In a short essay, discuss the characteristics of research questions and a hypothesis.
In a short essay, list the six tasks that a researcher must typically perform in formulating
a research design.
Define the null and alternative hypotheses. Discuss the relationship between the two
hypotheses.
In a short essay, discuss paired samples and list at least three examples of hypotheses
that are related to paired samples.
Given the multiple regression equation, Ŷ = a+b1X1+b2X2, and the bivariate equation Ŷ
= a+bX1, why is the partial regression coefficient, b1,different from the regression
coefficient,b, obtained by regressingY on onlyX1?
In a short essay, describe the stages of developing a career in the marketing research
industry. List at least four steps a student should take in order to properly prepare for a
career in the marketing research industry.
Explain the concept of causality as defined in marketing research and distinguish
between the ordinary meaning and the scientific meaning of causality.
In a short essay, list and discuss at least two specific sampling issues that are unethical
in marketing research.
In a short essay, discuss the process of selecting qualified field workers.
In a short essay, discuss issues related to scale anchors in international research.
In a short essay, discuss sampling issues facing researchers involved in international
marketing research.
In a short essay, list and discuss the three ways in which researchers may assess
validity.