A prediction is a statement of what is believed will happen in the future made on the
basis of past experience or prior observation.
Marketing research users, as well as research suppliers, have agreed that the research
report is one of the most important aspects of the marketing research process.
Given the many problems facing the marketing research industry, suggestions for
improvement have centered around certification and education.
Examples of “online research services firms” include Toluna, Knowledge Networks,
and Mindfield Internet Panels.
When the decision process is very short and recall may be faulty, protocol analysis may
be useful to slow down the process.
Market segmentation holds that different types of consumers have different
requirements.
When marketing research is used to “improve marketing as a process” instead of trying
to solve a specific problem, we classify this research as applied research.
The Honomichl Top 50 is an annual report listing the top 50 marketing research firms in
terms of revenues earned in the United States.
Everyday, information about pertinent developments in the environment is gathered
through internal report systems.
Using a ‘secret shopper” to record and report how sales clerks assisted customers would
be an example of covert observation.
Research designs should always be carried out, one after another, in the following
order: exploitive, descriptive, and longitudinal.
The fact that most tourists at sunny beach resorts use sun block is a curvilinear
relationship.
Primary information is the information that has already been collected for some other
purpose.
Michelle Steward is a marketing professor at Wake Forest University. Michelle had
been asked by the administration to study a sample of classes at Wake to help the
university understand the student population better particularly in terms of factors that
differentiate students with high versus low GPAs. One of the questions asked was,
“What score did you earn (0 to 100) on the last test that you took?” and another
question in the study asked, “How much time, estimated in numbers of minutes, did you
study for the last test you took?” Michelle decided to run a cross-tabulation analysis on
these two questions. When she did, she also ran the chi-square test. The result was a
Pearson Chi-Square Value of 8.64 and a p value reported as a “Sig.” in SPSS of .03.
Michelle knew that this meant:
A) there was a significant, positive association between the two variables.
B) there was the presence of an association; the probability of supporting the null
hypothesis that there is no association is only 3 percent.
C) there was the presence of a negative association; the probability of supporting the
null hypothesis that there is no association is only 3 percent.
D) there was the presence of a positive, “very strong” association because the
probability of supporting the null hypothesis that there is no association is only .03
percent.
E) None of the above; Michelle should not have run a chi-square test because the two
variables are both metric.
A double-barreled question is one that:
A) achieves two objectives efficiently.
B) has two subjects and two verbs.
C) poses two different questions in one question and should be used whenever possible
to save space.
D) poses two different questions in one question and should be avoided.
E) feels like an attack on the respondent.
Scale development is designing questions and response formats to measure:
A) objective properties.
B) subjective properties.
C) objective characteristics.
D) subjective objects.
E) rank order of properties.
A sample unit could be a:
A) household.
B) consumer.
C) purchasing agent.
D) all of the above
E) none of the above
Which of the following is the marketing research firm’s certification to do the project
and is optional as to whether it appears in the report or not?
A) letter of transmittal
B) letter of certification
C) signed research proposal
D) letter of authorization
E) RFP
Mike Shula is a head football coach. His athletic department spends $30,000 a season
on Lizard-Ade, a flavored drink that supposedly contributes to the performance of his
players. This year, an independent sports testing association has decided to test the
merits of Lizard-Ade and Shula’s university has been selected as a member of the
national sample. The study is an experiment in which the players, unknown to them, are
divided into two groups. Group 1 receives the real Lizard-Ade prior to and during the
games. Group 2 receives a placebo, which is nothing more than sugar-flavored colored
water in containers made to make the sugar-flavored water appear to be Lizard-Ade. It
is common practice that, following each game, the coaches evaluate films and give each
player a grade ranging from 0 to 100. After the season the sports testing association
collects the data. They now have a mean score of performance for each of the two
groups for all of the athletic departments participating in the study. If you are the
researcher, what statistical test would you conduct?
A) a z test of the difference between two percentages
B) independent samples t test
C) paired samples t test
D) ANOVA
E) None of the above because the sample size will be too large and will give erroneous
results.
Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential
customers. One of his questions asks how much customers would be willing to pay in
annual premium for a $100,000 life insurance policy. Respondents are asked to:
Check appropriate category:
___ $1 to $10 month
___ $11 to $20 month
___ $21 to $30 month
___ $31 to $40 month
___ $41 to $50 month
Rick should consider the type of measurement scale to be:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) none of the above
Which of the following is the best description of research design?
A) a set of advance decisions that makes up the master plan specifying the methods and
procedures for collecting and analyzing the needed information
B) a marketing term or concept involved in the marketing management problem that
will be researched
C) the specific pieces of information that are necessary to solve the problem at hand
D) a list from which sample elements are drawn from the sample, which contains all of
the elements in the population being studied
E) a set of advance decisions that are made after the data have been collected in order to
determine how the data will be analyzed
Which type of qualitative research is most useful when it is thought that most
respondents will be hesitant to relate their true opinions?
A) in-depth interview
B) probing question survey
C) projective technique
D) coercion exercises
E) ethnography
Which of the following is most likely why prompters are often used during long
questionnaires?
A) to avoid misunderstandings
B) to facilitate proper training
C) to control attention loss or fatigue
D) to make sure there is no interviewer cheating
E) to avoid distractions
Which of the following experimental design symbols represents the change or
manipulation of the independent variable?
A) I
B) X
C) D
D) C
E) M
Which of the following refers to applying marketing research to a specific geographical
marketing area?
A) marketing research
B) market research
C) area marketing research
D) geographical zone research
E) demographic research
The various types of research design include:
A) exploratory, exploitive, and competitive.
B) deductive, descriptive, and exploitive.
C) exploratory, causal, and competitive.
D) causal, experimental, and exhaustive.
E) exploratory, descriptive, and causal.
The title page does NOT include which of the following?
A) the title
B) the organization/person(s) for whom the report has been prepared
C) the organization/person(s) who prepared the report
D) date of submission
E) method of transmittal
Which of the following SPSS commands is used to run ANOVA?
A) ANALYZE; COMPARE MEANS; ANOVA
B) ANALYZE; ANOVA; POST HOC
C) ANALYZE; COMPARE MEANS; ONE-WAY ANOVA
D) ANALYZE; COMPARE MEANS; n-WAY ANOVA
E) ANALYZE; COMPARE MEANS; ANALYSIS OF MEANS
Which of the following reports a list of marketing research firms ranked in terms of
revenues from U. S. operations only?
A) the Limbaugh Top 50
B) the U.S. Top 50
C) the Honomichl Top 50
D) MRA’s Top U.S.
E) Smith & Wolensky’s Top 125
Which of the following is a type of exploratory research that refers to a review of
available information about a former situation that has some similarities to the present
research problem?
A) secondary data analysis
B) experience surveys
C) projective techniques
D) case analysis
E) ex post facto studies
Which one of the following is NOT an objective of focus groups?
A) generate ideas
B) understand consumer vocabulary
C) reveal consumer needs
D) determine quantities of proposed new products/services that will be sold in a given
market
E) reveal consumer attitudes
In terms of developing questions, your text identified several ‘shoulds” of question
wording. Which of the following is NOT a ‘should”?
A) The question should be focused on a single issue or topic.
B) The question should be brief.
C) The question should attempt to cover as many topics as possible in order to reduce
the questionnaire’s length.
D) The question should be grammatically simple.
E) The questions should be crystal clear.
James Strubel is a young attorney who is reviewing a proposed research survey to be
used in an upcoming trial. The case involves potential deceptive advertising claims
made in a TV commercial advertising over-the-counter (i.e., nonprescription) medicine
by the defendant firm. James is commissioning research to determine consumers’
understanding of the claims after they have watched the TV commercial. James wants
to separate respondents into two categories: (a) those who recall having actually seen
the TV commercial and (b) those who do not recall having seen it. For those who do not
recall having seen the commercial, they will be asked to view it before asking questions
about their beliefs of the claims made. James views the questionnaire proposed by the
research firm. One of the questions is: 3. Do you recall having watched a TV
commercial featuring XYZ, a pain reliever for arthritis? If “yes,” continue. If “no,” go
to Question 12. This question would be considered a(n):
A) disguised question.
B) skip question.
C) screening question.
D) undisguised question.
E) classification question.