McDonald’s conducts a study and finds that there is an increase in the number of
consumers who value “healthy foods.” These consumers link soy-based meat products
with a healthy diet. McDonald’s decides to reintroduce the McLean burger. This
example illustrates the use of a qualitative research technique known as laddering.
Marketing is a part of, or a subcategory of, marketing research.
The VIF is useful for identifying multicollinearity.
The multiple R, also called the coefficient of determination, in multiple regression
ranges from 0 to +1.00 and represents the amount of the dependent variable “explained”
by the combined independent variables.
The service-dominant logic for marketing philosophy suggests that marketing decision
makers will need less information in the future.
The basic function of formal marketing research departments is to provide information
to internal decision makers.
With display logic, the questionnaire displays or asks questions that are appropriate
based on the respondent’s prior answers.
In regression, the variable being predicted, b, is known as the dependent variable.
In role playing, participants are asked to pretend they are a “third person,” such as a
friend or neighbor, and describe how the third person would react in a certain situation.
Drop-off surveys are especially appropriate for local market research undertakings in
which travel is necessary, but limited.
Online survey respondents who yea-say, nay-say, or give excessive no opinion answers
are sometimes referred to as speeders because they are giving rapid-fire answers
without reading the questions carefully.
The researcher uses difference analysis to determine the degree to which real and
generalizable differences exist in the population to help the manager make an
enlightened decision on which advertising theme to use.
In question development, face validity means that:
A) the respondent can put a face on the interviewer.
B) the interviewer can see the respondent to determine if the respondent is telling the
truth.
C) the respondent will answer the same way repeatedly.
D) other researchers believe the question looks right.
E) the question gives the respondent a bad feeling.
Which of the following research designs would be considered a quasi-experimental
design as discussed in the textbook?
A) Latin square design
B) one-group, before-after design
C) before-after with control group design
D) prettiest design
E) after-only design
Esri’s Tapestry Segmentation system, which profiles neighborhoods according to each
client’s customer demographics, is an example of a(n):
A) syndicated data service.
B) customized segmentation process.
C) marketing research service for forestry products.
D) packaged service.
E) data mining service.
Which of the following data collection modes comes closest to being patterned after the
“man-on-the-street” interview?
A) person-on-the-street interview
B) mall-intercept interview
C) drop-off survey
D) mail survey
E) interviewer approach interview
Erik Cartman just took a new position with Colorado Research, Inc. Erik’s first
customer, the president of a local bank, wanted a bank image study to be conducted
measuring not only the client’s bank’s image, but that of his competitors as well. In
designing the research project, Erik talked to several of his friends one night about how
they viewed their banks. Erik charged the client for this and billed it as “Exploratory
Research€Focus Group.” The next day Erik tried to remember most of what his friends
had told him. Some of the issues were “closeness to home” of branch locations, “cool
online banking,” and “friendly tellers.” Erik took these issues, made up some of his own
and put them into a semantic differential scale format. After the research study, Erik
wrote a report and referred to the semantic differential scale he devised as a “Standard
Marketing Research Scale to Measure the Construct of Bank Image.” What Erik did
was:
A) correct; he used exploratory research to generate most of the items for his
measurement of bank image.
B) correct; although he used some of his own opinions, they were based upon
experience and he did make use of a focus group.
C) incorrect; the measurement of bank image was incorrect as bank image should be
measured only by using Likert scales.
D) incorrect; we do not know if the scale Mr. Cartman devised was valid or reliable, but
he was unethical in presenting the measurement as ‘standard marketing research.”
E) correct; Erik saved considerable time and money by creating his own measurement
of the construct.
A ________ describes how each sample element is to be drawn from the total
population.
A) sample plan
B) sample size
C) sampling unit
D) sample frame
E) sampling process
When two or more secondary sources provide conflicting information, you should:
A) select the one source that has been in business the longest.
B) evaluate the information from each source and select the source that best suits your
needs for reliable and valid information.
C) probably abandon the project if there is conflicting information; you will never have
objective results upon which to base your decision.
D) call the client/manager and ask which source is desired.
E) report the discrepancies immediately to the two sources.
To address ________, the square root of the entire equation for the standard deviation is
taken.
A) break-offs
B) variance
C) inflation
D) inference
E) range
Tommy Prothro, a marketing manager for Golden Snack Bars, has commissioned
marketing research to determine if one recipe of snack bar is superior to another recipe.
More than 400 persons who were ‘snack bar eaters” were involved in taste tests and,
after tasting both recipes, they were asked which recipe they would purchase the next
time they purchased snack bars. Tommy is now looking at the data and he sees that
recipe A had 53 percent stating a preference, whereas recipe B had 47 percent. Tommy’s
brand manager felt this was ‘significant” evidence that the firm should produce recipe
A. But Tommy wanted more evidence so he asked the research firm to run a test to
determine if there was a significant difference between the two recipes. By doing this,
Tommy would get information that would allow him to determine:
A) if there are real differences between the two recipe preferences in the population.
B) if the differences between the recipes are really 6 percent or more.
C) the number of consumers in each target market preferring recipe A versus B.
D) whether or not the statisticians in the research firm agree with his brand manager.
E) None of the above; there is no statistical test to determine significant differences
between two percentages.
Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
E) label
In chi-square analysis, the greater the number of cells, the larger the degrees of
freedom. The greater the number of cells, the more opportunity exists to calculate a
large chi-square value. In other words, the chi-square value can be “inflated” not due to
a real association but simply due to the fact that there are more cells in the analysis.
This is why degrees of freedom are used to:
A) determine how many cells you should analyze.
B) determine whether or not the computed chi-square value should be used for a post
hoc test.
C) determine whether or not the chi-square value has a probability high enough to
support, or not support, the null hypothesis.
D) all of the above
E) None of the above; degrees of freedom is not calculated with the chi-square test.