A type of research design that has as its primary objective the provision of insights into
and comprehension of the problem situation confronting the researcher is called
conclusive research.
Electronic devices automatically record behaviors that supplement a diary for media
panels.
Causal research is a type of conclusive research whose major objective is to obtain
evidence regarding cause-and-effect relationships.
Systematic error describes measurement error that arises from arbitrary changes that
have a different effect each time the measurement is made.
The scaling techniques commonly used in marketing research can be classified into
comparative and noncomparative scales.
According to the text, the typical duration of a focus group is less than an hour.
The North American Industry Classification System (NAICS) has been replaced by the
Standard Industrial Code (SIC).
A type of validity that addresses the question of what characteristic the scale is
measuring is called construct validity.
Scanner panels collect scanner data wherein panel members are issued an ID card
allowing panel members’ purchases to be linked to their identities.
A statistic that indicates the distribution’s dispersion is called measures of variability.
Nielsen’s volume-tracking data service is called InfoScan.
“Forms good team relationships with others” describes the interviewer characteristic of
aptitude.
In-home interviewing permits easy interviewer supervision and control as the
interviewers are traveling door-to-door.
A normal distribution is a basis for classical statistical inference that is bell-shaped and
symmetrical in appearance.
A letter of authorization authorizes the researcher to proceed with the project and
specifies its scope and terms of the contract.
One-way analysis of variance involves only one categorical variable, or a single factor
that defines the different samples or groups.
The most popular comparative scaling technique is semantic differential scaling.
Typically, each Likert scale item has seven response categories, ranging from ‘strongly
disagree” to ‘strongly agree.”
Guides provide a path to other sources of secondary data contained in directories or
published by professional or trade associations.
In an after-the-fact examination of a situation, we can confidently rule out all other
causal factors.
The null hypothesis, H0, when using the chi-square statistic, is that there is no
association between the variables.
According to the text, the sampling distribution of the means is a normal distribution.
According to the text, a scatter diagram is also known as a scattergram.
The political environment is a factor that comprises the environmental context of the
problem.
According to the text, pretests are best done by telephone interviews.
A strategy for ordering questions in a questionnaire in which the sequence starts with
the general questions, which are followed by progressively more specific questions, in
order to prevent specific questions from biasing general questions, is called the funnel
approach.
A summary description of a fixed characteristic or measure of the target population is
called a standard deviation.
The r2 statistic measures the proportion of variation in one variable that is explained by
the other.
According to the text, experiments can be described in terms of interdependent
variables.
It is not possible to conduct hypothesis testing if the data collected in social media are
qualitative in nature.
According to the text, in survey research, the element is usually the interviewer.
Variables that measure the effect of the independent variables on the test units are called
________.
A) interdependent variables
B) concurrent variables
C) extraneous variables
D) concomitant variables
E) dependent variables
Use of a formal questionnaire that presents questions in a prearranged order is called
________.
A) exploratory data collection
B) structured data collection
C) randomized data collection
D) hypothetical data collection
E) pre-arranged data collection
________ of fieldwork means verifying that field workers are submitting authentic
interviews.
A) Verification
B) Validation
C) Pretesting
D) Coding
E) Selection
It is not feasible to have large sample sizes when conducting marketing research in
social media.
According to the text, category codes should be ________ and ________.
A) dependent; collectively exhaustive
B) collectively exhaustive; mutually exclusive
C) mutually inclusive; dependent
D) dependent; mutually exclusive
E) precoded; post-coded
All of the following about multiple regression are true EXCEPT:
A) R2 cannot be less than the highest bivariate r2 between an independent variable and
the dependent variable.
B) R2 will be larger when the correlations between independent variables are low.
C) If the independent variables are uncorrelated, then R2 will be the sum of the
bivariate r2 of each independent variable with the dependent variable.
D) Adjusted R2 adjusts for the number of independent variables and sample size.
E) R2 can decrease as more independent variables are added to the regression equation.
________ is data that originates outside of the client organization.
A) Internal data
B) External data
C) Modular data
D) Secondary data
E) Supporting data
A disadvantage for which of the following types of syndicated services includes
interviewer error?
A) media panels
B) scanner volume-tracking data
C) audit services
D) in-depth interviews
E) surveys
A disadvantage of which of the following itemized rating scales is confusion and
difficulty to application?
A) Likert scale
B) semantic differential
C) Stapel scale
D) continuous rating scale
E) random scales
Recommendations that are made should be ________.
A) complex
B) so rigorous they stimulate technical experts
C) only for those who worked on the project
D) A and C
E) directly usable as inputs into management decision making
Which of the following is NOT a popular form of structured questions?
A) multiple-choice
B) dichotomous
C) open-ended
D) scales
E) all of the above are forms of structured questions
Which of the following is NOT a relative disadvantage of using personal observation
methods?
A) high observation bias
B) high analysis bias
C) unsuitable in natural settings
D) all of the selections are relative disadvantages of using personal observation
methods
E) A and B only
Which of the following is NOT an advantage of using computer-assisted personal
interviewing to collect research data?
A) good response rate
B) low cost
C) low potential for interviewer bias
D) good for physical stimuli
E) very good control of environment
A researcher should implement all of the following steps when selecting field workers
EXCEPT:
A) develop job specification for the project.
B) decide what characteristics the field workers should have.
C) recruit appropriate individuals.
D) All of the mentioned steps should be followed when selecting field workers.
E) A and B
According to the text, which of the following represents the highest peak of the
distribution?
A) mode
B) mean
C) median
D) maxima
E) crest
Which of the following types of questions allow respondents to express their attitudes
or opinions without the bias associated with restricting responses to predefined
alternatives?
A) multiple-choice questions
B) open-ended questions
C) dichotomous questions
D) structured questions
E) alternative questions
A large and nationally representative sample of households who have agreed to
periodically participate in mail questionnaires, product tests, and telephone surveys are
called ________.
A) focus groups
B) electronic panels
C) exploratory groups
D) mail panels
E) household constituencies
________ tend to be less structured and to have smaller samples than large-scale
surveys.
A) Mail surveys
B) Pilot surveys
C) Online surveys
D) Census surveys
E) Telephone surveys
A list of the disadvantages of telephone interviewing would include which of the
following?
A) Questioning is restricted to the spoken word.
B) Interviewers cannot use physical stimuli such as visual illustrations or product
demonstrations.
C) Personal rapport and commitment are difficult to establish.
D) Respondents are less tolerant of lengthy interviews.
E) all of the above
According to the text, to develop a multi-item scale, all of the following must be done
EXCEPT:
A) generate a pool of scale items.
B) reduce pool of items based on judgment.
C) collect data.
D) purify the scale based on statistics.
E) add additional items after statistical analysis.
Statistical calculation of sample size requires specification of all of the following
EXCEPT:
A) precision level.
B) confidence level.
C) population standard deviation.
D) r value.
E) C and D
Purchase panels provide useful information for all of the following EXCEPT:
A) forecasting sales.
B) estimating market shares.
C) assessing brand loyalty/switching behavior.
D) measuring promotional effectiveness.
E) attitudes and motives of consumers.
________ is very versatile and can be used at any point in a study.
A) Causal research
B) Descriptive research
C) Exploratory research
D) Observational research
E) Provisional research
True experimental designs include ________ and ________.
A) the one-shot case study; the pretest-posttest control group design
B) the pretest-posttest control group design; the posttest-only control group design
C) the posttest-only control group design; the static group
D) the static group; the one-shot case study
E) the random study; the control study
For questionnaires to be used in surveys to be conducted in social media, the general
principles and guidelines for questionnaire design remain the same as those for
traditional media.
________ is a nonprobability sampling technique that is a two-stage restricted
judgmental sampling. The first stage consists of developing control categories of
population elements. In the second stage, sample elements are selected based on
convenience or judgment.
A) Quota sampling
B) Simple random sampling
C) Snowball sampling
D) Cluster sampling
E) Stratified sampling
All of the following are advantages of using the survey method EXCEPT:
A) easy to use.
B) reliability.
C) accuracy.
D) simplicity.
E) A and C
According to the text, noncomparative scales are also referred to as ________.
A) metric scaling
B) random scaling
C) interval scaling
D) nonmetric scaling
E) substantive scaling
After the oral presentation, the researcher should ________.
A) help the client understand the findings
B) help the client implement the findings
C) evaluate the entire marketing research project
D) A and B
E) A, B, and C
A motivational technique used when asking survey questions to induce the respondents
to enlarge on, clarify, or explain their answers and to help the respondents focus on the
specific content of the interview is called ________.
A) probing
B) sampling
C) factoring
D) recording
E) selecting
________ can be used to display the steps or components of a process.
A) Pie charts
B) Line charts
C) Bar charts
D) Flowcharts
E) Streamline
As the number of qualifying criteria for a research study increases, the ________ will
fall.
A) completion rate
B) standard rate
C) random rate
D) incidence rate
E) activation rate
Which of the following is the first step in the questionnaire design process?
A) specify the information needed
B) specify the type of interviewing method
C) determine the content of individual questions
D) decide on the question structure
E) segment the customer base
A form of convenience sampling in which the population elements are selected based
on the researcher’s discretion is called ________.
A) quota sampling
B) snowball sampling
C) judgmental sampling
D) sampling
E) simple random sampling
According to the text, which of the following are the most common statistical designs?
A) factorial designs
B) multiple time series designs
C) posttest-only control group designs
D) one-shot case studies
E) regular matrix design