Which of the following is an example of a longitudinal design in a descriptive research
project?
A) Surveys involving 600 mall intercepts in six major cities to determine the likes and
dislikes of health food.
B) A variety of promotional offers would be displayed in stores, with each group of
respondents seeing only one offer and the resulting brand sales would be monitored.
C) A panel that consists of households that provide purchasing information at specified
intervals over an extended period.
D) A and B only
E) B and C only
A statistical technique that describes two or more variables simultaneously and results
in tables that reflect the joint distribution of two or more variables that have a limited
number of categories or distinct values is called ________.
A) cross-tabulation
B) regression analysis
C) frequency distribution
D) random sampling
E) binary regression
An overall indication of the dependability of the data may be obtained by examining all
of the following EXCEPT:
A) the expertise of the source.
B) the reputation of the source.
C) the trustworthiness of the source.
D) the cost of the source.
E) the source being the original source rather than an acquired source.
Exploratory research is suitable for generating all of the following EXCEPT:
A) alternative courses of action.
B) cause-and-effect relationships.
C) research questions.
D) hypotheses.
E) C and D
Concomitant ________ occurs when the presumed cause and presumed effect are both
present and both vary in a manner predicted by the researcher’s hypothesis.
A) variation
B) probability
C) reliability
D) validity
E) measurement
The researcher must have a clear understanding of two types of objectives. Objectives:
A) that are precise and that are specific.
B) for daily and for weekly work.
C) for finance and for marketing.
D) for marketing and for research.
E) of the organization, and of the decision maker.
________ is a technique used to overcome the bias of unpublished and recent telephone
numbers by selecting all telephone number digits at random.
A) Systematic dialing
B) Cluster dialing
C) Quota dialing
D) Random-digit dialing
E) Speed dialing
A disadvantage of a longitudinal design would be ________.
A) detecting change
B) amount of data that can be collected
C) accuracy of data collected
D) lower expenses
E) response bias
According to the text, which of the following is NOT one of the three sources of
sampling frame error that is present in the telephone book?
A) It does not contain unlisted numbers.
B) It does not contain zip codes for the listed numbers.
C) It does not contain the telephone numbers of the people who have moved into the
area after the telephone book was published.
D) It lists the inactive telephone number of people who have moved out of the area
since the telephone book was published.
E) C and D
An observational research strategy in which mechanical devices, rather than human
observers, record the phenomenon being observed is called ________.
A) personal observation
B) virtual observation
C) perceptual observation
D) mechanical observation
E) device recording
In ________, the researcher provides a choice of answers, and respondents are asked to
select one or more of the alternatives given.
A) open-ended questions
B) dichotomous questions
C) multiple-choice questions
D) random questions
E) response-alternative questions
________ provide secondary data derived from industrial and organizational sources
that are intended for industrial or institutional use.
A) Industrial Firms/Organizations
B) Single-source services
C) Customized services
D) Retail services
E) Movement services
________ is a form of internal consistency reliability in which the items constituting the
scale are divided into two halves, and the resulting half scores are correlated.
A) Split-half reliability
B) Test-retest reliability
C) Alternative-form reliability
D) Random reliability
E) Correlated half-scores
The best fitting line on a scattergram is called the ________.
A) regression line
B) correlation coefficient
C) covariance
D) standard error
E) plumb line
Informed consent is an ethical principal ________.
A) applying to the contracts between clients and research agencies.
B) applying primarily to syndicate firms.
C) dealing with requests for social security numbers from respondents.
D) where retailers don’t take title to goods until they are purchased by customers.
E) requiring researchers to avoid both uninformed and misinformed participation in
marketing research projects.
Which of the following is NOT mentioned in the text as a reason people typically
cannot answer a survey question?
A) They may not be informed.
B) They may not remember.
C) They may not be able to articulate certain types of responses.
D) All of the selections represent a reason people typically cannot answer a survey
question.
E) B and C
________ is a type of research design involving a fixed sample of population elements
that is measured repeatedly.
A) Cross-sectional design
B) Longitudinal design
C) Horizontal design
D) Vertical design
E) Fixed design
The ________ is a good measure of location when the variable is inherently categorical
or has otherwise been grouped into categories.
A) mean
B) median
C) maxima
D) mode
E) categorical listing
A(n) ________ is a structured question with only two response alternatives, such as yes
or no.
A) dichotomous question
B) open-ended question
C) multiple-choice question
D) random question
E) yay-nay question
A univariate hypothesis test using the standard normal distribution is called the
________.
A) F-test
B) p-test
C) t-test
D) z-test
E) poisson test
Which of the following individuals is NOT recognized as a field worker?
A) an interviewer intercepting shoppers in a mall
B) a project director conducting a pretest on a questionnaire recently designed
C) a telephone interviewer calling from a central location
D) an observer counting customers in a particular section of a store
E) a worker mailing questionnaires from an office
Due to financial constraints, the lack of standardization in qualifications for focus group
moderators can be minimized by ________.
A) hiring moderators with at least 5 years of experience
B) putting prospective moderators through company-specific training
C) including video or voice recording devices in the focus group
D) doing focus groups after the survey work on the project is completed
E) preparing a detailed moderator discussion guide
According to the text, examples of cases used in case studies could be all of the
following EXCEPT:
A) customers.
B) stores.
C) firms.
D) markets.
E) surveys.
Designs that apply part of the procedures of true experimentation, while lacking full
experimental control are called ________.
A) concurrent designs
B) preexperimental designs
C) quasi-experimental designs
D) statistical designs
E) partial designs
The standard deviation of the sampling distribution of the mean or proportion is called
________.
A) unsymmetrical error
B) standard error
C) variance
D) random error
E) median
Procedures for examining differences between more than two means are called
________.
A) paired samples t-tests
B) analysis of variance
C) factor analysis
D) distribution of variance
E) canonical correlation
Conditions of conducting fieldwork in international marketing research include which
of the following?
A) Minimal training of overseas field workers is all that is required for success.
B) Selecting sampling units is done with stricter adherence to the sampling plan than in
the United States.
C) Cheating by field workers is less of a problem.
D) Sending expatriates to collect data overseas is frequently done.
E) Local fieldwork agencies are unavailable in many countries.
Responses given because the respondents attempt to guess the purpose of the
experiment and respond accordingly are called ________.
A) nonresponse bias
B) environmental constraints
C) demand artifacts
D) sample controls
E) guessing bias
________ involves tabulating the responses to important demographic characteristics
and key questions.
A) Central office control
B) Sampling control
C) Control of cheating
D) Questionnaire pretesting
E) Cross-tabulation
________ is a statistical technique that simultaneously develops a mathematical
relationship between two or more independent variables and an interval-scaled
dependent variable.
A) Product moment correlation
B) Standard regression
C) Factor analysis
D) Multiple regression
E) Canonical correlation
The process of manipulating one or more independent variables and measuring their
effect on one or more dependent variables while controlling for the extraneous variables
is called a(n) ________.
A) experiment
B) test unit
C) hypothesis
D) theory
E) manipulation measurement