When regression is used as a screening device, the items to report are (1) dependent
variable, (2) statistically significant independent variables, (3) signs of beta coefficients,
and (4) standardized beta coefficients for the significant variables.
While you can go directly into marketing research after college, a graduate degree is
highly desirable.
The SPSS command for changing the format of a frequencies table is: FORMAT;
TABLELOOKS.
With CATI systems, tabulations may be run at any time during the study and, as a
result, questions may be added or deleted from the study.
The research proposal should be viewed as proprietary information.
Unfortunately, SPSS cannot run the paired samples t test.
Focus group participants are often interviewed by moderators, referred to as:
A) Heavy Talkers.
B) Qualitative Research Consultants.
C) Introspective Moderators.
D) Qualitative Research Commissioners.
E) FGM Counselors.
Which of the following best represents the criteria discussed by the authors to be used
in selection of a test market city?
A) representativeness, isolation, and control of distribution and promotion
B) representativeness, isolation, and cost
C) representativeness, existing company presence, and control of promotion
D) representativeness, cost, and control of competitor’s intelligence
E) isolation, cost, effectiveness, and control
Which of the following statements best illustrates the service-dominant logic for
marketing philosophy?
A) Marketing decision makers should know their firms’ core competencies.
B) Marketing decision makers need to know how to precisely measure service
satisfaction.
C) Marketing decision makers must be able to directly impact ROI.
D) The quality of internal service levels is more important than the quality of external
service levels.
E) Service performance is more important than product quality.
Which of the following answers represents the four guidelines of question wording?
A) focused, simple, complete, crystal clear
B) general, simple, brief, crystal clear
C) focused, simple, brief, crystal clear
D) focused, elaborate, brief, crystal clear
E) general, simple, complete, crystal clear
What is the best way to make a prediction?
A) using simple statistical analysis
B) making a best guess based on past experience
C) employing residual analysis
D) building a predictive model
E) hypothesizing
Keith is paid $5 per interview. He questions people on their buying behavior. An
unfinished interview does not earn him any compensation, therefore, he fabricates the
data collected to earn the compensation sometimes. Which of the following data
collection errors is evident here?
A) cheating
B) nonresponse
C) attention loss
D) misunderstandings
E) fatigue
A subset of the population that should represent the entire group, is known as a:
A) population.
B) sample unit.
C) census.
D) sample.
E) population set.
When a consistent and systematic relationship is found between two variables, the
linkage is:
A) causal.
B) statistical.
C) managerially significant.
D) important.
E) relevant.
Fieldworker errors and respondent errors are both classified into:
A) intentional and unintentional errors.
B) conscious and unconscious errors.
C) voluntary and involuntary errors.
D) purposeful and purposeless errors.
E) false positive and false negative errors.
Leslie Bradley is an entrepreneur with a small business in Little Rock, Arkansas.
Working with a local engineer/inventor, Leslie has developed a new cooking device that
she thinks will revolutionize cooking. The device is a small oven that is portable and
uses a gas injection system to cook meals in a fraction of the time taken in a normal
oven. The new system creates a very high temperature and the gas jets are located 360
degrees around the food to be cooked, thus ensuring that the food is cooked equally on
all sides. Leslie and the engineer applied for a patent and then immediately sought a
relationship with a large manufacturer to produce and distribute the new oven. To her
surprise, when she demonstrated it to the top three manufacturers, they all had the same
reaction: “We are very interested in this new invention but we would like to see some
consumer research that tells us what consumers think about the device. Will they think
the temperature is too high and represents a safety issue? Do they really think that a
roast cooked in 6 minutes will taste the same as one roasted for 2 hours? How much, if
any, will they be willing to pay for the added convenience of time savings?” Leslie
sought the services of Weber Research, Inc. WRI was an established research firm in
the city and they recommended that they use their mall facility in order to conduct some
research that allowed consumers to use the device and taste the food cooked in the
device. Leslie agreed but was concerned about the types of persons in the shopping
mall. “They really won’t represent our area since they will likely be mostly female and
they will have higher incomes than the general population.” WRI assured Leslie that
this could be overcome by using which of the following sampling methods?
A) quota sample
B) purposive sample
C) stratified sample
D) representative sample
E) systematic sample
When assessing sample frame error, which two factors are to be considered?
A) the cost of the frame versus the accuracy of the frame
B) are people in the frame different from the population, and are people in the
population not on the frame’s list
C) the coincidence rate and the bi-incidence rate
D) the cost versus the timeliness of the frame
E) the cost versus the manager’s preferences
One of the disadvantages of focus groups is that:
A) results may be interpreted in an objective fashion.
B) results must be subjectively interpreted.
C) although the cost-per-participant is low, representativeness is also low.
D) although the cost-per-participant is high, representativeness is also high.
E) it is difficult to access special respondent groups, such as lawyers or doctors.