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Dell Corporation sent five different versions of their email to customers to determine
which message was most effective at getting customers to make online purchases.
While online sales rose by nearly 20%, two of the versions demonstrated higher than
normal click-through rates. Such experimentation done in a realistic environment would
be called a_______________-
a. field experiment.
b. laboratory experiment.
c. survey experiment.
d. cross-sectional experiment.
e. longitudinal experiment.
Which of the following is NOT true with respect to structured observation?
a. Increases potential observer bias.
b. Increases reliability of observations.
c. Often results in a loss of validity.
d. Used when hypotheses are known.
e. Used for descriptive and causal research.
To calculate sampling error for a proportion, which of the following pieces of
information is NOT needed?
a. The z-score representing the desired degree of confidence.
b. The number of valid cases overall for the proportion.
c. The sample standard deviation.
d. The relevant proportion obtained from the sample.
e. All of the above are relevant and necessary pieces of information for the calculation
of sampling error for a proportion.
Combining real-time sales data with real-time social media mentions in order to better
understand consumer sentiment toward an advertising campaign is an example of which
data analysis technique?
a. Neural networks
b. Affinity
c. Data mining
d. Data fusion
e. Harmonization
Including too much information in a research report actually makes the report more
usable.
a. True
b. False
The main purpose of discovery-oriented marketing research is to:
a. Decide what to do about a planned change.
b. Find out what is happening and why.
c. Describe changes in the internal environment.
d. Describe changes in the external environment.
e. Capture and evaluate the new idea.
Sampling errors can be decreased by
a. decreasing the number of observations.
b. increasing the sample size.
c. providing better training for interviewers.
d. improving the data collection method.
e. using a quota sample.
Callaway Golf Company conducted a one-time survey of golfers and asked them about
their attitudes, preferences and intentions regarding buying custom clubs. This is an
example of a(n)
a. cross-sectional study.
b. exploratory research.
c. causal research.
d. field experiment.
e. laboratory experiment.
The best way to insure that the response categories offered in a fixed-alternative
question are exhaustive is to
a. provide an "other" category.
b. provide a space for respondents to write in their answer, such as "e. ."
c. use at least ten categories.
d. use at least fifteen categories.
e. do extensive prior research before formulating the response categories.
One goal of stratified sampling plans is to decrease the amount of variability in each
stratum. This can be accomplished by
a. making the strata internally heterogeneous.
b. increasing the amount of sampling error.
c. decreasing the magnitude of the overall sample mean.
d. making the strata internally homogeneous.
e. using a 99% confidence level instead of a 95% confidence level.
Which of the following research scenarios are examples of the observation method?
a. A car dealer checking which radio stations cars are tuned to when they're brought in
for service, to know which stations to advertise on.
b. Recording license plate information in a shopping mall parking lot to learn where
shoppers are coming from.
c. The use of different colored promotional flyers mailed to different zip codes to
identify which trading area a retailer is serving.
d. Studying scuff marks on tiles at a museum as a means of measuring the popularity of
a display.
e. All of the above are examples of observational research methods.
Which of the following is TRUE of test markets?
a. Simulated test markets are not useful for eliminating weak products before they go to
a standard test market.
b. Electronic test markets, popular in the 1970's, are now a declining segment of the test
market industry.
c. A prime advantage of simulated test markets is the protection from competitors that
they provide.
d. In a standardized test market the entire test program is conducted by an outside
service.
e. None of these statements are true; they are all false.
With any form of exploratory research, the usefulness of a technique for generating
insights depends on the_____________ of the analysis.
a. depth and breadth
b. subjectivity and maturity
c. quality and objectivity
d. cost and duration
e. cause and effect
An interviewer is assigned to interview 123 households. A total of 52 interviews are
completed, with 19 of the household determined to be ineligible. What is the eligibility
percentage for this project?
a. 73%
b. 87%
c. 37%
d. 42%
e. Cannot be determined from the information given.
