Statistical procedures and models are available to the marketing researcher to help
make forecasts about future events, and these fall under the category of association
analysis.
By the 1960s, marketing research not only had gained acceptance in organizations, but
was recognized as important to firms’ survival.
If the ANOVA F test is not significant in bivariate regression analysis, we must trim the
model by eliminating the insignificant dependent variable(s).
In the test to determine significance difference between two means generated by
independent samples, there is no provision for testing a directional hypothesis such as
“males drink more soft drinks per week than females.”
Confidence intervals are the degree of accuracy desired by the researcher and stipulated
as a level of confidence in the form of a range with a lower boundary and an upper
boundary.
Assuring confidentiality is one way to minimize falsehoods on surveys.
Variability is defined as the amount of dissimilarity or similarity in respondents’
answers to a particular question.
In multiple regression, you must test for the significance of the betas for each of the
independent variables. You would do this by looking for:
A) a significant t test for each independent variable.
B) a significant ANOVA for each independent variable.
C) a significant alpha level for each independent variable.
D) a significant nonlinear beta weight for each independent variable.
E) a significant R for each independent variable.
What criterion is used to establish the best “fit” of a straight line through the points on a
scatter diagram?
A) the plum line criterion
B) the least squares criterion
C) the bearing line criterion
D) the b slope criterion
E) the right angle criterion
Values that are computed from a complete census, which are considered to be precise
and valid measures of the population, are referred to as:
A) parameters.
B) statistics.
C) median.
D) range.
E) standard deviation.
Despite regional differences in the usage of various data collection modes, the highest
usage for North America, Europe, and Asia-Pacific alike is in:
A) CATI (single mode).
B) web surveys (self-completion).
C) SMS text messaging (self-completion).
D) IVR (interactive voice response).
E) mixed mode CATI and web.
Which of the following refers to the finding that a systematic relationship exists
between the two variables of interest in the population?
A) presence
B) direction
C) strength
D) pattern
E) concreteness
The difference between basic research and applied research is that basic research is
conducted to:
A) determine the most appropriate basic price for new products.
B) determine the most efficient basic distribution channels for products.
C) expand our knowledge, rather than solve a specific problem.
D) determine the most basic desired features in new products.
E) to understand the basic desires and motives of consumers.
The Nielsen TV ratings would be considered an example of:
A) syndicated processing firms.
B) syndicated data services firms.
C) standardized processing firms.
D) packaged services firms.
E) CRM firms.
Which of the following is NOT true about the title page?
A) The title should be as informative as possible.
B) The title should be centered and in all caps.
C) Items other than the title should be centered and in all caps.
D) It should be counted as page i.
E) No number should be shown on the page.
Which of the following is NOT one of the components of the marketing information
system?
A) internal reports
B) marketing intelligence
C) marketing decision support
D) consumer information support system
E) marketing research system
Which of the following is NOT part of the definition of survey?
A) interviews
B) large number
C) predesigned questionnaires
D) respondents
E) computer
Maria works for ABC Marketing Research Company. Her boss has a meeting with a
new client, but his plane is running late. He asks Maria to give an oral progress report to
the client until he can arrive at the meeting. Maria knows nothing of the client, and the
meeting is due to start in five minutes. Maria rushes into the conference room to give
the report. Maria’s boss is even later than he expected, so Maria continues to talk until
he gets there 45 minutes late. Though Maria seemingly had no alternatives to her
predicament, which of the following oral presentation steps did she violate?
A) audience analysis
B) succinct presentation
C) presentation practice
D) early arrival
E) all of the above