Which of the following statements does NOT accurately describe the mail
questionnaire?
a. It allows a wide sample to be used.
b. It allows a representative sample to be used.
c. It is a relatively inexpensive means of recruiting respondents.
d. It ensures that the correct person receives and completes the questionnaire.
e. It is more suitable for contacting busy executives than a telephone or personal
interview.
Which statement(s) pertaining to the chiÂsquare χ2distribution is FALSE?
a. The chi-square distribution is completely determined by its degrees of freedom.
b. The variable of interest is broken into k mutually exclusive categories.
c. The expected number falling into a category is generated from the null hypothesis.
d. Chi-square degrees of freedom is given by k – 2.
e. The chi-square is appropriate for independent trials.
The goal of exploratory research is:
a. To cost justify a larger marketing research project.
b. To learn the skills needed to properly conduct real marketing research.
c. To understand exactly what information is needed by managers to make important
decisions.
d. To find out if research can solve the problem under consideration.
e. All of the above are true.
The listing of elements from which you’ll draw the sample is called the
a. population.
b. sampling frame.
c. sample.
d. census.
e. parameter.
A college conducts a study to provide them with information such as which
states/countries their students are from, what their students’ major career interests are,
the average number of hours worked by their students, what new campus activities the
students would most prefer, and so on. What type of research design would the college
be using?
a. Exploratory
b. Basic
c. Descriptive
d. Causal
e. Laboratory experiment
The first step in designing a questionnaire is to a. determine the type of questionnaire
and method of administration. b. specify what information will be sought. c. determine
the content of individual questions. d. determine the form of response to each question.
e. determine the wording of each question.
Which of the following is FALSE?
a. Effective segmentation demands that firms group their customers into relatively
homogenous groups.
b. A common segmentation base for firms takes into account the industry designation(s)
of its customers.
c. Firms selling consumer goods normally target individual customers.
d. The main disadvantage of secondary data over primary data is that the data may not
always ideally fit the needs of the user.
e. Secondary data are typically much less expensive than primary data.
The value of the product-moment coefficient of correlation ranges from a. -1.0 to 0.0.
b. -1.0 to 1.0.
c. -0.5 to 0.5.
d. 0.0 to 1.0.
e. −8 to 8.
If you were told that a young monk was rebuffed by his superior when he asked if he
could ‘smoke while he prayed.” A friend advised the monk to ask the question a
different way: “May I pray while I smoke?” This illustrates that
a. questions may be worded to always get a positive response.
b. questions may be worded so that the response is biased by the question itself.
c. questions should be worded to support the interests of the research sponsor.
d. monks shouldn’t smoke.
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. All of the above are false.
Which of the following is TRUE?
a. Descriptive studies should be viewed as fact-gathering expeditions and all
information that appears to bear on the problem should be collected so that an accurate
description of the situation can be provided.
b. A good descriptive study presupposes much prior knowledge about the phenomenon
studied.
c. A key characteristic of descriptive research is its flexibility.
d. Descriptive studies help the researcher determine the who, what, where, and when of
the research.
e. All the above statements are false.
The refusal problem is the main source of nonresponse bias for a(n)
a. interview.
b. completely randomized experimental design.
c. mail survey.
d. field study.
e. panel.
Which term describes the service used by researchers in an attempt to provide an
overall assessment of the effectiveness of a marketing campaign across multiple media
platforms?
a. Multi-media diaries
b. Cross platform services
c. Media-sponsored readership studies
d. Portable people meters
e. Google analytics
It is better to address one or two research problems fully than to try to tackle multiple
issues and do a half-baked job on each.
a. True
b. False
One of the most important roles for the marketing function within any organization is:
a. Streamline manufacturing efficiency.
b. Develop new products.
c. Recruit new employees.
d. Understand customers and their needs.
e. Manage customer satisfaction.