The weaknesses of a quota sample include
a. the sample could be skewed with respect to a noncontrol characteristic that is likely
to affect the observed variable.
b. interviewers are allowed to choose their subjects and interview locations.
c. it is difficult to verify whether the sample chosen is representative of the population.
d. b and c.
e. a, b, and c.
A large clothing manufacturer plans to introduce a new line of sports clothes for women
if preliminary market research shows that at least 50% of the population are favorably
impressed by the new line. Five hundred women were surveyed; 265 of the women
were favorably impressed. The research manager wants to test the hypothesis at the .05
significance level. The z’‘value associated with this significance level is 1.645.
What is the standard error of the proportion?
a. 0.0005
b. 0.0224
c. 0.0307
d. 0.0326
e. more information is needed
An exploratory study is not productively used to
a. establish priorities for further research.
b. clarify concepts.
c. describe the characteristics of certain groups.
d. increase the analyst’s familiarity with the problem.
e. formulate a problem for more precise investigation.
A company might be interested in assessing the attitudes of
a. its employees.
b. its customers.
c. its suppliers.
d. all of the above.
e. a and b only.
The basic objective in multidimensional scaling is to
a. plot m stimuli in m’‘1 space.
b. plot m stimuli in two’‘dimensional space.
c. determine an arbitrary configuration of points in space which have a nice geometrical
shape.
d. determine how a multidimensional configuration can be captured by a numerical
score.
e. characterize people’s perceptions of the similarity of objects and their preferences
among objects in a multidimensional space.
Which of the following is FALSE?
a. The Starch surveys employ the recognition method to assess a particular ad’s
effectiveness.
b. Starch scores are based on recall tests.
c. The recognition method uses aided recall.
d. a and b.
e. a, b, and c.
the population mean (µ) is hypothesized to be 200
the sample mean (x) is 220
the sample size (n) is 25
the unbiased sample standard (s) is 15
The estimated value of the standard error of the mean (s_) is
a. 0.6.
b. 0.9.
c. 1.6.
d. 2.6.
e. 3.0.
The interchanging or switching of scale values among and between objects does not
affect the originally intended purpose of the scale when the scale is
a. nominal.
b. ordinal.
c. interval.
d. ratio.
e. the interchanging of scale values always affects the purpose.
A major car manufacturer was interested in whether its midsize car was selling
consistently in two markets with respect to the annual income of the car purchasers. 500
new car buyers in Chicago and Miami were surveyed. In Chicago the following pattern
was observed:
<$20,000 5%
$20,000-$29,999 20%
$30,000-$39,999 40%
$40,000-$49,999 30%
>$50,000 5%
Among those surveyed in Miami, 20 earned under $20,000; 70 earned between $20,000
and $30,000; 265 earned between $30,000 and $40,000; 125 earned between $40,000
and $50,000; and 20 earned more than $50,000.
The Chi-square test was used to check whether Miami sales among income groups were
consistent with Chicago’s. The appropriate degrees of freedom for the Chi-square test
would be
a. 4.
b. 5.
c. 500.
d. 499.
e. none of the above.
The magnitude of the differences in objects is shown when which types of scales are
used?
a. interval or ordinal
b. ratio or ordinal
c. ordinal or nominal
d. interval or ratio
e. nominal or interval
Which of the following is NOT a question marketing research can assist in answering?
a. What kinds of people purchase our products?
b. What kind of packaging should we use?
c. What is our per unit profit margin?
d. What is our level of service satisfaction?
e. All are marketing research problems.
Which of the following is TRUE?
a. There are more standardized marketing information services available to the
consumer goods manufacturer than to the industrial goods manufacturer.
b. Dun’s Business Locator is popular among industrial goods and service suppliers.
c. Census Bureau material has proven to be very useful in targeting groups of
customers.
d. Geodemographers are companies that typically combine census data with other
primary and secondary data to produce customized reports for clients.
e. They are all true.
Which of the following is NOT a common activity of a marketing research department?
a. measuring market potential
b. creating new advertising
c. location analysis
d. copy research
e. media research
Which of the following is TRUE?
a. A turnover table can be used with either traditional panel data or omnibus panel data.
b. Turnover analysis can be used to look at changes in the behavior of individuals.
c. Brand loyalty cannot be calculated from a turnover table.
d. Turnover analysis is appropriate for cross-sectional studies.
e. Longitudinal studies allow turnover analysis when the panel reflects one-time
measurements of different variables.
A cross’‘classification table with only two variables, the criterion variable and a
predictor variable
a. reflects the total or zero order association between the variables.
b. is called a conditional table.
c. reflects the conditional association between the variables.
d. is called a first’‘order conditional table.
e. is called a second’‘order conditional table.
In the previous example, the researcher selects his sample by choosing 50 blocks and 8
households per block. The second stage sampling fraction is ____.
a. 8/10
b. 1/8
c. 1/10
d. 1/2
e. indeterminate
The before’‘after design with control group may not control for
a. the main testing effect.
b. the interactive testing effect.
c. maturation.
d. statistical regression.
e. history.
Focus group moderators need to possess all the following characteristics EXCEPT
a. friendly personality.
b. being an expert on the topic.
c. excellent memory.
d. good writer.
e. a facilitator.
Among the requirements imposed on the researcher using the before’‘after design with
control group is the requirement that
a. the experimenter can arbitrarily assign test units to the experimental and control
groups.
b. he will have to estimate the impact of history by means external to the experiment.
c. it is up to the test unit to self’‘select whether it will be a member of the control or
experimental group.
d. each of the test units in both groups is measured before and after the introduction of
the experimental stimulus to the experimental group.
e. the experimenter has to make an estimate of what the prior measurements should be.
Let
1=no answer
2=not at home when contacted
3=disconnected
4=refused to participate in the study
Which of them contribute to the nonresponse bias in a telephone survey?
a. 1,2
b. 1,2,3
c. 3,4
d. 2,4
e. 1,2,3,4
One key to effectively using prior marketing research projects as secondary data
sources is
a. selecting only those projects that addressed the current problem.
b. using only project results that were generated by laboratory experiments.
c. always using project results in isolation, in other words, not confusing the issue by
combining results from various projects.
d. combining key learnings from prior projects.
e.using only the learnings from projects conducted by commercial research companies,
in order to avoid internal bias.