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A marketing research team collected preferences from consumers in the MidWest who
rated the likelihood that they would go on each of the 16 possible week'‘long spa
packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or
$2599; golf green fees included or not; and daily massages included or not. (The factors
were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1=
golf included; 0 = massage not included, 1= massage included. The likelihood scale
ranged from 0 to 100, with 100 meaning greater preference.) When the marketing
research team conducted the conjoint analysis, they obtained the following
beta'‘weights (after averaging across the sample):
likelihood = -.85 destination '‘. 15 price +.70 golf +.50 massage
What feature dominates the consumers' preferences?
a. destination
b. price
c. golf
d. massage
e. golf with price, or destination
The actual average number of attributes used in a typical conjoint analysis study is
a. 2.
b. 3.
c. 4.
d. 5.
e. more than 5.
In a descriptive study, the researcher should delay data collection until
a. he has made clear judgments with respect to the questions of who, what, when,
where, why and how of descriptive research.
b. he has made a clear determination of how the data items are to be analyzed.
c. he has specified the statistical tabulations and significance tests that will be used to
uncover the relationships which exist among the variables.
d. items a through c should all be determined before data collection begins.
e. data collection should not be delayed but should begin as soon as the hypothesis is
stated so as to expedite the research.
Hours of Study and Grades Received on Test for 100
Undergraduate StudentsRESULTS FOR
MEN: Hours of Study
Grade Received 5 or less 6 or more Total A
6 14 20 B 18
12 30 Total 24 26
50RESULTS FOR WOMEN: Hours of
Study Grade Received 5 or less 6 or more
Total A 8 16
24 B 16 10
26 Total 24 26
50TOTALS: Hours of
Study Grade Received 5 or less 6 or more
Total A 14 30
44 B 34 22
56 Total 48 52 100 For men
only, the impact of studying six hours or more on the probability of making an "A" is ,
while for women this impact is . This means that there is between the independent
variables.
a. 12%;12%;no statistical interaction
b. 29%;29%;statistical interaction
c. 12%;12%;statistical interaction
d. 29%;29%;no statistical interaction
e. none of the above
Hours of Study and Grades Received on Test for 100
Undergraduate StudentsRESULTS FOR
MEN: Hours of Study
Grade Received 5 or less 6 or more Total A
6 14 20 B 18
12 30 Total 24 26
50RESULTS FOR WOMEN: Hours of
Study Grade Received 5 or less 6 or more
Total A 8 16
24 B 16 10
26 Total 24 26
50TOTALS: Hours of
Study Grade Received 5 or less 6 or more
Total A 14 30
44 B 34 22
56 Total 48 52 100 Considering
only the results for the men, if the chart were to be expressed in terms of percentages,
what percentage would be associated with the 18 men who received a "B" and studied
five hours or less?
a. 60%
b. 36%
c. 48%
d. 75%
e. none of the above
Which of the following is FALSE?
a. AIO research attempts to identify groups of consumers who are likely to behave
similarly toward a product and have similar life-style profiles.
b. A problem marketers have with using psychographics is that the categories of users
vary across individual products.
c. The purpose of value and life-style research is to create a standard psychographic
framework that can be used for a variety of products.
d. Attitude is one of the more important notions in marketing since it is generally felt
that attitudes are related to behavior.
e. When marketers speak of product awareness and product knowledge they are
considering two different constructs.
An analyst wishing to communicate the results of a study investigating the estimated
total consumption of the product by social class should probably use
a. a pie chart.
b. a line chart.
c. a stratum chart.
d. a bar chart.
e. a divided bar chart.
Nonsampling errors include
a. method errors.
b. observation errors.
c. non'‘observation errors.
d. a and b.
e. b and c.
Which of the following are involved in the basic decision situation?
a. outcomes
b. a choice among differentially desired and unequally probable alternatives
c. an individual operating within some environment
d. all of the above
e. a and c
Which of the following is FALSE?
a. One year is the recommended minimum amount of time to test market a product.
b. A controlled test market is also known as the forced-distribution test market.
c. A market test is an example of a controlled experiment.
d. Test markets can only be used to determine the sales potential of a new product or an
improved version of an established product.
e. Simulated test marketing relies heavily on computer models.
One feature that distinguishes stratified samples from quota samples is that with
stratified sampling, elements are selected ____, while with quota sampling they are
selected ____.
a. statistically; deterministically
b. probabilistically; judgmentally
c. judgmentally; probabilistically
d. probabilistically; randomly
e. empirically; deterministically
A person scoring 78 out of 100 possible on a Likert scale indicates
a. the person has a favorable attitude toward the object.
b. the person has an unfavorable attitude toward the object.
c. the person is neutral toward the object.
d. the person has a favorable attitude when compared to the average score of 60.
e. none of the above.
Which of the following statements is(are) true regarding coding?
a. The classes should always be mutually exclusive and exhaustive.
b. Multiple responses should never be coded.
c. Coding closed-ended questions is more difficult than coding open-ended questions.
d. Alphabetic codes should be assigned to the classes.
e. Both a and b are true statements.
Factor analysis has been used in marketing to
a. purify original sets of scale items.
b. develop customer profiles.
c. determine key preference attributes.
d. assess a company's image.
e. all of the above.
Static group comparison
a. describes a design in which there are two groups created by randomization and where
one group has experienced X and the other group has not.
b. designs contain groups that have not been created by randomization.
c. involves measuring the difference in the attitudes of the two groups by the same
equation as the difference in a one-group pretest-posttest design, that is O2 - O1.
d. a and b.
e. a, b, and c.
A research design diagrammed as: 01 X 02 suggests
a. the observations should be analyzed in pairs.
b. the samples are independent.
c. the t'‘test for the difference in two means is the appropriate analysis procedure.
d. the problem is essentially multivariate in nature.
e. that none of the above are implied by the design.
The one'‘way tabulation is NOT used to
a. locate blunders.
b. locate outliers.
c. determine the empirical distribution of a variable.
d. communicate the results of the study.
e. determine the relationship between two variables.
Which of the following is false about the research report?
a. A good research report 'sells" the results of the study and therefore the report should
minimize the limitations of the study so as to create greater impact.
b. The report writer should discuss the accuracy of the research project and its results in
the report.
c. The report writer should be careful not to overstate the limitations of the research
report.
d. Conclusions should be developed step-by-step in the conclusion and
recommendations section of the report.
e. The nature of the audience is an important factor to consider when preparing an oral
report.
The ERROR when predicting an N classification when the M classification is unknown
is 60%. N.M= .5. If the M classification is taken into account, of the N classification
should now be predicted correctly.
a. 30%
b. 40%
c. 50%
d. 60%
e. 70%
With proportionate stratified sampling, the number of elements selected from each
stratum
a. is in direct proportion to the relative number of elements in each stratum in the
population.
b. is in direct proportion to the relative variability of the characteristic in each stratum
in the population.
c. varies directly with the heterogeneity of each stratum.
d. varies directly with the homogeneity of each stratum.
e. is none of the above.
A local cheese producer feels their biggest problem is to get consumers acquainted with
their product. An experiment is run in which 50 free samples of cheddar cheese are
distributed to a randomly selected sample of families. This group and another group of
1,000 randomly selected people to which free samples had not been given are both sent
coupons for the purchase of cheddar cheese at a discount at local grocery stores. The
keyed coupons show that 387 coupons are returned from the group receiving the free
sample and 130 are received from the other group.Which type of experimental design
does not allow the investigation of individual cases of change?
a. to study the effect of coupons on product trial
b. to study the effect of product acquaintance on the purchase of cheddar cheese
c. to study the effect of free samples on the use of discount coupons
d. to study the demographic characteristics of cheddar cheese purchasers
e. to study the effect of free samples on product trial
An analyst wishing to show the fluctuations in coffee consumption by month over the
past two years should probably use
a. a grouped bar chart.
b. a pie chart.
c. a line chart.
d. a stratum chart.
e. a divided bar chart.
