Central location telephone interviewing is in many ways the research industry’s
standard.
Choice of data collection method should be objective and not based on cultural or
infrastructure considerations.
In experimental design nomenclature, an E represents the experimental effect: that is,
the change in the dependent variable due to a change in the independent variable.
You can obtain a 95% confidence interval using XL Data Analyst.
In the confidence interval formula for sample size, s stands for sample size.
Even if we know the consequence, we still need marketing research.
When the difference is deemed to be important and useful to the marketing manager,
then it has practical significance.
A confidence interval is always narrower for a 99% confidence interval than for a 95%
interval when the sample size and variability are the same.
According to your authors’ definition problems are situations that call for managers to
make choices among alternatives.
There is only one use of test markets: to determine the sales potential for a new product
or service.
Generalization analysis is describing the data in the sample with the use of percentages
or averages.
Sample surveys are classified as descriptive, cross-sectional studies whose samples are
drawn in such a way as to be representative of a specific population.
Data analysis has four functions.
The XL Data Analyst produces tables that can be copied and pasted into word processor
applications such as Microsoft Word without the need for extensive reformatting into
professionally appearing tables.
Jerry W. Thomas, CEO of Decision Analyst, says that research reports should “be
presented orally to all key people in the same room at the same time.”
Fieldworkers may make errors collecting data but they are never intentional.
The Honomichl Top 50 reports the top 50 international firms based on revenues.
Before the questions are administered, participants should NOT be informed of the
pretest; you don’t want them to be biased during the pretest.
When the researcher uses an aided open-ended format, there is a response probe in the
form of a follow-up question instructing the interviewer to ask for additional
information, saying, for instance, “Can you think of anything else you felt was
important when you purchased your last automobile?”
Consumer-generated media (CGM) is content created by consumers on blogs,
discussion boards, forums, user groups, and other social media platforms.
In a linear relationship formula, the intercept = b.
The interpretation of a confidence interval estimate of a population average is identical
to the interpretation of a confidence interval estimate for a population percentage.
A cluster sample is also known as a snowball sample.
In reporting group differences to clients, marketing researchers often construct a group
comparison table that summarizes the significant differences in an efficient manner.
Sampling error is any error that occurs because a sample is used.
The need for marketing research is affected by the company policy toward its use.
Causal research is best utilized to define terms.
The life-style inventory is a special application of the Likert scale.
The confidence interval formula for sample size is the same as the sample size formula
for a mean.
Regression may be used to make general predictions; for example, there is a
relationship between family size and dollar amount spent on groceries. But regression
cannot be used to predict a dollar amount of groceries that families of different sizes
would purchase.
Both situations, “failure to meet an objective” and “opportunity,” have the same
consequence for managers.
If the respondent is required to handle, touch, feel, or taste a product, then online
surveys are reasonable.
Telephone surveys have the disadvantage of being associated with telemarketing.
One of the reasons your authors created the XL Data Analyst is because practically
everyone is familiar with Excel.
The marketing research proposal serves one main function: it states the problem.
If we determine a precise linear relationship between two variables, then by knowing
the value of one variable, we should be able to predict the other variable.
________ are statements that are taken for true for the purposes of argument or
investigation.
A) Hypotheses
B) Logical, projective statements
C) Tentative statements
D) Forecasts
E) Objectives
Which of the following is NOT a projective technique?
A) Word-association test
B) Protocol analysis
C) Sentence-completion test
D) Balloon test
E) Role-playing activity
Your question is “where do you live?” The answers are “on campus” or “off campus.” If
your research objective is description, you should use which command in XL Data
Analyst?
A) percents
B) averages
C) variances
D) minimum-maximum
E) description
Which of the following involves interviews with a large number of respondents using a
predesigned questionnaire?
A) observation
B) eye-movement
C) physiological measurement
D) survey
E) all of the above
Which of the following is true regarding secondary data?
A) It is rare for a marketing research project to be conducted without including some
secondary data.
B) Some research projects may be totally based upon secondary data.
C) There can be many uses of secondary data.
D) Secondary data have many applications including economic trend forecasting and
competitive intelligence.
E) all of the above are true
Which of the following is mentioned in your textbook as a situation in which time is a
factor in marketing research?
A) A product is nearing the end of its life cycle.
B) The necessary information is already in the firm’s internal reports.
C) Value can be estimated and a more informed decision may be made justifying or not
justifying marketing research.
D) Marketing managers can quickly and inexpensively access the data.
E) both B and D
Professional organizations try to prescribe ethical behavior for members by creating:
A) ethics violations fines
B) rules to cast out members who violate such rules
C) examples of poor ethical behavior in other professions
D) codes of ethical behavior
E) examinations on ethics on which professionals must earn a grade of “C” or higher
Which of the following was NOT listed in your text as a visual that translates numbers
into graphical displays so that findings can be comprehended visually?
A) table
B) pie chart
C) bar chart
D) figures
E) graph
The variable description is:
A) a phrase or sentence that identifies the variable in more detail and refers to the item
on the questionnaire
B) a phrase or sentence that identifies the variable in more detail but does not refer to
the item on the questionnaire
C) a label for the possible responses that respond to each data code number
D) a label for the data code numbers
E) encrypted for privacy reasons
What type of interview technique could be used if it was not necessary for the
researcher to watch the respondent to ensure correct procedures are followed or to
verify his or her reactions?
A) telephone interview
B) in-office interview
C) in-home interview
D) mall-intercept interview
E) none of the above
Which of the following is the survey method that now surpasses all other survey
modes?
A) Person-administered surveys
B) Computer-administered surveys
C) Hybrid surveys
D) Self-administered surveys
E) Mixed-media surveys
Thinking of a standard deviation and the shape of the distribution, the distribution is
‘stretched out at both ends” (flat) when the standard deviation is:
A) high
B) moderate
C) low
D) very high
E) none of the above; the two concepts are not related
In discussing the structure of the marketing research industry, your authors define an
internal supplier firm as one which:
A) makes research decisions based primarily upon information supplied by the internal
reports system
B) has its marketing research provided by an entity, such as a marketing research
department, within the firm
C) is organized in a staff relationship to other internal departments
D) provides syndicated services but only to members of the syndicate
E) provides marketing research obtained from records of the Internal Revenue Service
Independent variables are normally measured in different units. To determine the
relative importance of the beta weights between independent variables, we would use:
A) a screening variable
B) a trimmed model
C) standardized beta coefficients
D) betas measured in “like-units”
E) p values
“Metric” means:
A) an instrument used for measuring conceptual, non-objective properties
B) the answer to a question is a number that expresses some quantity of the property
being measured
C) the answer to a question is a number that does not express some quantity of the
property being measured
D) a property is not only measured but measured using the metric system
E) measurement of observables
Which of the following is NOT mentioned in your text as an application of standardized
information?
A) measuring consumer attitudes and opinions
B) defining market segments
C) conducting market tracking studies
D) monitoring media usage and promotion effectiveness
E) disseminating data quickly
________ significance depends on whether or not there is a managerial application that
uses the difference.
A) Practical
B) Statistical
C) Modest
D) Critical
E) Day-to-day
Regression analysis provides a measure of accuracy for predictions of the regression
equation through the:
A) standard error of estimate
B) standard error of accuracy
C) standard error of percentage
D) standard error of average
E) standard error of the error term
If a researcher wishes to have a 95% confidence interval, he or she should use a z value
of:
A) 95
B) 95%
C) 1.96
D) 2.58
E) 1.64
Which level of measurement is represented by answers on a scale, such as “yes,” “no”
or “male,” “female” represent which level of measurement?
A) scientific
B) open-ended
C) metric
D) categorical
E) elemental
When a respondent knowingly provides false answers, this is considered a(n)
________.
A) intentional fieldworker error
B) unintentional fieldworker error
C) intentional respondent error
D) unintentional respondent error
E) intentional researcher error
A confused or distracted respondent is an example of:
A) intentional fieldworker error
B) unintentional fieldworker error
C) intentional respondent error
D) unintentional respondent error
E) intentional researcher error
What is the difference between the “problem” and the “research objective” in marketing
research?
A) Functionally, there is no difference.
B) A problem is a situation that calls for managers to make a choice among alternatives;
research objectives are totally dependent on the problem but they are different in that
they state what the researcher must do.
C) A problem is a situation that calls for managers to make a choice among alternatives;
research objectives are NOT totally dependent on the problem but they are different in
that they state what the researcher must do.
D) A research objective is a situation that calls for managers to make a choice among
alternatives; problems objectives are totally dependent on the problem but they are
different in that they state what the researcher must do.
E) The two terms are so dissimilar, it is not possible to describe the difference.
Which of the following is the order in which research designs should be carried out?
A) exploratory-descriptive-causal
B) descriptive-exploratory-causal
C) causal-descriptive-exploratory
D) causal-exploratory-descriptive
E) There is no step-by-step fashion for which order to use research designs.
Which of the following is NOT a basic rule for questionnaire coding?
A) Every closed-ended question should have a code number associated with every
possible response.
B) Use single-digit code numbers, beginning with “1,” incrementing them by one and
using the logical direction of the response scale.
C) Use the same coding system for questions with identical response options regardless
of where these questions are positioned in the questionnaire.
D) Remember that a “check all that apply” question is simply a special case of a “yes”
or “no” question, so use a “1” (=”yes”) and “0” (=”no”) coding system. You will want to
consider each concept being tested as a separate question.
E) When possible, set up the coding system as soon as possible after the questionnaire
is finalized.
An aid to the reader in finding specific information that serves to graphically portray
what is being said is referred to as a:
A) list of illustrations
B) table of contents
C) list of tables
D) list of formulas
E) list of graphed data
What is a unique advantage to using person-administered surveys?
A) feedback
B) rapport
C) quality control
D) adaptability
E) all of the above
Multiple R is also called the ________.
A) PVS
B) MR
C) coefficient of determination
D) standardized beta coefficient
E) p value
Mental constructs cannot be directly observed, such as:
A) objective metric open-ended features
B) subjective metric open-ended features
C) objective properties
D) subjective properties
E) elemental properties
The interpretation of sample accuracy uses the following logic: If you use a sample size
with an accuracy level of 5%, when you analyze your survey’s findings, ________.
A) they will be about +5% of what you would find if you performed a census
B) they will be about -5% of what you would find if you performed a census
C) they will be about +95% of what you would find if you performed a census
D) they will be about -95% of what you would find if you performed a census
E) they will be the same as what you would find if you performed a census
Which is true regarding the importance placed on the marketing research report?
A) The report is the product that represents the efforts of the research team.
B) The report communicates the research project and findings to the client.
C) The report helps build credibility.
D) The report may be the only part of the project seen by the client.
E) all of the above are reasons why the report is important
What provides an incredible stock of free secondary data?
A) The AMA
B) Textbooks
C) The Internet
D) Company reports
E) The Department of Education