Scales are only presented horizontally.
The process of generalizing the sample results to the population results is called
statistical inference.
Training ensures that all interviewers administer the questionnaire in the same manner
so that
the data can be collected uniformly.
According to the text, the most common entry-level position in the marketing research
industry for people with bachelor’s degrees is assistant project director.
A leading question is a question used to guide an interviewer through a survey by
directing the interviewer to different spots on the questionnaire depending on the
answers given.
Both r and r2 are symmetric measures of association. In other words, the correlation of
X and Y is the same as the correlation of Y and X.
A physical audit is a formal examination and verification of product movement carried
out by examining physical records or analyzing inventory.
The management decision problem asks what information is needed and how it can best
be obtained.
The number of units to be included in a study is called the sample size.
Periodic, panel, and shared are the three types of general surveys.
Conclusive research is based on the assumption that the researcher has an accurate
understanding of the problem at hand.
In cultural settings, such as the Far East where persons are hesitant to discuss their
feelings in group situations, depth interviews should be used.
Standard deviation is the maximum permissible difference between the sample statistic
and the population parameter.
A line chart is a chart that connects a series of data points using continuous lines.
If data contained in a table of the report are secondary, then the source of the data
should not be cited.
Instead of ruling the table horizontally or vertically, it is suggested that leaders be used
to set off data items.
Field workers who collect data typically have research backgrounds and extensive
training.
The multiple correlation coefficient, R, can also be viewed as the simple correlation
coefficient, r, between Y and Ŷ.
Unbiased evidence that is supported by empirical findings is called objective evidence.
When writing the final report, the researcher should draw conclusions but should not
make recommendations.
The covariance may be either positive or negative.
Questions that prespecify the set of response alternatives and the response format are
called structured questions.
Regression analysis is concerned with the nature and degree of association between
variables and does not imply or assume any causality.
Psychometrics refers to the psychological profiles of individuals and to
psychologically-based measures of lifestyle, such as brand loyalty and risk taking.
In multiple-choice questions, the researcher provides a choice of answers, and
respondents are asked to select one or more of the alternatives given.
In CAPI, interviewer bias is reduced because the computer administers the interview.
A pie chart is a chart that displays data in bars positioned horizontally or vertically.
Frequency data may be used to construct a histogram, or a vertical bar chart.
The mean squared deviation of all the values from the mean is called the variance.
A questionnaire is an informal set of questions for obtaining information from
respondents.
Constant sum scaling forces the respondent to discriminate among alternatives and also
comes closer to resembling the shopping environment.
A comparative scaling technique in which a respondent is presented with two objects at
a time and asked to select one object in the pair according to some criterion is called
paired comparison scaling.
A preexperimental design in which a single group of test units is exposed to a treatment
X and then a single measurement on the dependent variable is taken is called ________.
A) the one-shot case study
B) the one-group pretest-posttest design
C) the random group
D) the static group
E) the X-file
According to the text, ________ means that all the objects fall into one of the classes.
A) mutually exclusive
B) collectively exclusive
C) mutually exhaustive
D) collectively exhaustive
E) object non-overlap
In a short essay, describe the uses of scanner data and list at least three advantages and
three disadvantages of using scanner data.
When conducting marketing research in foreign countries, statistical estimation of
sample size may be difficult since estimates of the ________ may be unavailable.
A) population variance
B) population demographics
C) population density
D) population error
E) census boundaries
A(n) ________ is one of two types of scaling techniques in which each stimulus object
is scaled independently of the others.
A) random scale
B) nonrandom scale
C) comparative scale
D) noncomparative scale
E) independence scale
A frequency distribution for a variable produces ________.
A) a table of frequency counts
B) percentages
C) cumulative percentages
D) A and B
E) A, B, and C
In focus group reports, the following is (are) included ________.
A) frequencies and percentages of respondent views
B) only the words of the participants
C) interpretation ends with the “instant interpretation” done with managers immediately
after the last focus group has finished for the night
D) analysis of facial expressions and body language
E) A and D
The Internet can be a good supplementary tool for training and supervising field
workers in each of the following ways EXCEPT:
A) personal training programs can be complemented.
B) communication between supervisors and interviewers enhances supervision.
C) central office control is strengthened by being able to post progress reports on a
secured web site.
D) validation of fieldwork can be easily accomplished using short e-mails.
E) selection of field workers is streamlined.
________ derives a mathematical equation in the form of a straight line between a
single metric criterion variable and a single metric predictor variable.
A) Bivariate regression
B) Standard deviation
C) Standard error of the mean
D) Analysis of variance
E) Functional linear analysis
According to the text, the ________ is the probability that a confidence interval will
include the population parameter.
A) precision level
B) standard deviation
C) variance
D) confidence level
E) under/over
All of the following are mentioned in the text as indicators that should be used to
evaluate interviewers on the quality of interviewing EXCEPT:
A) the answers to unstructured questions are summarized.
B) for structured questions, item nonresponse occurs infrequently.
C) the recorded data are legible.
D) all instructions, including skip patterns, are followed.
E) A and B
“Gets people to like him or her quickly and convinces people to cooperate who might
not otherwise respond” describes the interviewer characteristic of ________.
A) work orientation
B) pride
C) ability to woo
D) ethics
E) command
________ are hypothesis testing procedures that assume the variables of interest are
measured on at least an interval scale.
A) Non-parametric tests
B) Parametric tests
C) Parallel tests
D) Regression tests
E) Interval tests
Continuous scales can be used efficiently in social media.
According to the text, which of the following formulas determines total measurement
error?
A) systematic error – random error
B) systematic error + random error
C) systematic error x random error
D) systematic error/random error
E) square root of (systematic error/random error )
Questions that prespecify the set of response alternatives and the response format are
called ________.
A) unstructured questions
B) structured questions
C) open-ended questions
D) double-barreled questions
E) response-alternative questions
The ________ is a statistic that assumes that the variable has a symmetric bell-shaped
distribution and the mean is known (or assumed to be known) and the population
variance is estimated from the sample.
A) F statistic
B) t statistic
C) z statistic
D) none of the above
The test of the null hypothesis is a ________ test if the alternative hypothesis is
expressed directionally.
A) two-tailed
B) three-tailed
C) four-tailed
D) one-tailed
E) A and D
An effort to combine data from different sources by gathering integrated information on
household and marketing variables applicable to the same set of respondents is called
________.
A) single-source data
B) dual-source data
C) multiple-source data
D) qualitative data
E) cashier data
Which of the following types of research explores a problem with few pre-conceived
notions about the outcome of that exploration?
A) quantitative research
B) experimental research
C) qualitative research
D) hypothetical research
E) lead research
The advantages of using in-home interviewing to collect research data include all of the
following EXCEPT:
A) good for physical stimuli.
B) least expensive.
C) good sample control.
D) large quantity of data can be collected.
E) complex questions can be asked.
Variables, other than the independent variables that influence the response of the test
units are called ________.
A) interdependent variables
B) dependent variables
C) extraneous variables
D) concurrent variables
E) influence variables
A data gathering technique that is comprised of samples of respondents whose
television viewing behavior is automatically recorded by electronic devices is referred
to as ________.
A) scanner panels/cable TV
B) scanner panels
C) purchase panels
D) media panels
An approach for assessing reliability, which requires two equivalent forms of the scale
to be constructed, and then measures the same respondents at two different times using
the alternate forms is called ________.
A) test-retest reliability
B) alternative-form reliability
C) internal consistency reliability
D) random reliability
E) binary reliability
A(n) ________ is the total of all the elements that share some common set of
characteristics.
A) sample
B) population
C) inference
D) hypothesis
E) sum of the elements
The error that results when the particular sample selected is an imperfect representation
of the population of interest is called ________.
A) random sampling error
B) symmetrical error
C) standard error
D) nonrandom sampling error
E) under/over error
All of the following are recognized as disadvantages of using electronic interviewing to
collect research data EXCEPT:
A) high interviewer bias.
B) limited to simple questions.
C) low sample control.
D) low response rate.
E) moderate quantity of data.
________ involves a single dependent variable and two or more independent variables.
A) Analysis of variance
B) Factor analysis
C) Correlation analysis
D) Multiple regression
E) Canonical correlation
An unstructured, exploratory research methodology based on small samples intended to
provide insight and understanding of the problem setting is called ________.
A) quantitative research
B) qualitative research
C) descriptive research
D) causal research
E) secondary data
A vertical bar chart in which the height of the bars represents the relative or cumulative
frequency of occurrence is called a ________.
A) line chart
B) pictograph
C) histogram
D) pie chart
E) box and whiskers chart
Which of the following is NOT a guideline that should be followed to avoid problems
in question wording?
A) use positive statements only
B) define the issue
C) use ordinary words
D) avoid ambiguous words
E) avoid leading questions
Which of the following types of research seeks conclusive evidence, which is based on
large, representative samples and typically applies some form of statistical analysis?
A) qualitative research
B) lead research
C) quantitative research
D) hypothetical research
E) total research
A summary description of a fixed characteristic or measure of the target population is
called a ________.
A) parameter
B) standard deviation
C) statistical inference
D) normal distribution
E) variance
In a short essay, list and discuss at least three statistics associated with cross-tabulation.
Discuss why there may be ethical concerns when using the standard deviation of a
variable in
determining sample size.
In a short essay, list and discuss at least four guidelines that should be followed in order
to avoid problems in question wording.
In a short essay, list the ten steps to designing the ideal questionnaire.
In a short essay, list and discuss the three commonly used itemized rating scales in
marketing. Include at least one advantage and one disadvantage of each itemized rating
scale to support your answer.
In a short essay, discuss the characteristics of full-service marketing research suppliers
and describe three types of these full service suppliers. Include a description of the
various services offered by each type of supplier to support your answer.
Discuss the major advantage of projective techniques over the unstructured direct
techniques (focus groups and depth interviews).
In a short essay, list and discuss at least five important issues that are discussed with
decision makers when a problem audit is conducted.
In a short essay, discuss measures of location as they are associated with frequencies.
Include a discussion of mean, mode, and median to support your answer.
In a short essay, describe the characteristics of a marketing information system and
discuss how it differs from a decision support system.
In a short essay, list and discuss the two types of errors that can occur whenever
inferences are drawn about a population.
In a short essay, discuss the fieldwork issues facing researchers conducting international
marketing research.
What limitations of taste testing can be inferred from the experiential learning exercise
in Chapter 9 where two samples of the same cola brand are tasted along with a third
unidentified sample which is actually a different brand?
In a short essay, list at least five applications of focus groups. Include a specific
example of each application to support your answer.
In a short essay, list and discuss the four classifications of projective techniques used in
marketing research.
In a short essay discuss the different types of extraneous variables and their effects on
experiments in marketing research.
In a short essay, discuss the differences between problem-identification research and
problem-solving research. Include a description of situations in which each type of
research would be most appropriate.
In a short essay, list and discuss the five steps in the sampling design process.
Explain the conceptual map for linking the management decision problem with the
marketing research problem. In addition, use the text’s example for AT&T as a guide
and develop a conceptual map for retaining families dining at Olive Garden restaurants.