Analysis of variance is a statistical technique for examining the differences among
means for two or more populations.
Coding of fieldwork means verifying that field workers are submitting authentic
interviews.
A marketing research problem asks what information is needed and how it should be
obtained.
Customized services make their money by collecting data and designing research
products that fit the information needs of more than one organization.
A letter that delivers the report to the client and summarizes the researcher’s overall
experience with the project without mentioning the findings is called the letter of
authorization.
Judgmental sampling is a probability sampling technique in which each element in the
population has a known and equal probability of selection.
Marketing research departments located within a firm are called internal suppliers.
External validity refers to whether the manipulation of the independent variables or
treatments actually caused the observed effects on the dependent variables.
Bar charts can be used to display the steps or components of a process.
A sampling frame is a representation of the elements of the target population, which
consists of a list, or set of directions for identifying the target population.
A major strength of scanner data is its representativeness gained by including all retail
categories, such as food warehouses and mass merchandisers.
Open-ended questions that respondents answer in their own words are called
unstructured questions.
Purchase panels are used primarily for establishing advertising rates.
The most common primary data-collection method is the structured direct survey.
The letter of transmittal should identify the need for further action on the part of the
client, such as implementation of the findings or further research that should be
undertaken.
Socioeconomic and demographic characteristics used to categorize respondents are
referred to as basic information.
“Stays focused on a task and completes it” describes the interviewer characteristic of
discipline.
According to the text, panel surveys are used primarily because of their lower cost
compared to random sampling.
According to the text, the confidence level is the probability that a confidence interval
will include the population parameter.
In semantic differential scales, the negative adjective or phrase sometimes appears at
the left side of the scale and sometimes at the right. This controls the tendency of some
respondents, particularly those with very positive or negative attitudes, to mark the
right-or-left-hand sides without reading the labels.
Forms for recording observational data are more difficult to construct than
questionnaires.
The U.S. accounts for 60 percent of the marketing research expenditures worldwide.
If a great deal of the company’s product would need to be consumed as part of the
study, then a census would be appropriate.
Univariate techniques are statistical techniques suitable for analyzing data when there
are two or more measurements on each element and the variables are analyzed
simultaneously.
The problem definition section of the report should include the nature of the research
design adopted, information needed, data collection from secondary and primary
sources, scaling techniques, questionnaire development and pretesting, sampling
techniques, and fieldwork.
Pretesting is the testing of the questionnaire on a small sample of respondents for the
purpose of improving the questionnaire by identifying and eliminating potential
problems before using it in the actual survey.
Social media represent the true voice of the consumer.
Opinions, tastes, and preferences in virtual worlds are the same as in a real setting.
According to the text, noncomparative scales are broadly classified as either continuous
or itemized.
A systematic relationship between two variables in which a change in one implies a
corresponding change in the other is called covariance.
The collection of survey data through social media sites can be automated, but does not
allow the researcher to customize reach to various segments of consumers.
Categories are collectively exhaustive if each response fits into one and only one
category code.
When r = 0, this means that X and Y are unrelated.
An F-test is commonly used for the purpose of providing inferences for making
statements about the means of parent populations.
The thorough and extensive check for consistency and treatment of missing responses is
called validating.
A statistic summarizing the strength of association between two metric variables is
called the product moment correlation.
Optical scanning involves direct machine reading of the codes and simultaneous
transcription.
As a general guideline, a pie chart should not require more than four sections.
Open-ended questions are most useful in conclusive research and as opening questions.
To increase the likelihood of obtaining sensitive information, such topics should be
placed in the middle of the questionnaire.
Which of the following is NOT a common form of a model?
A) verbal model
B) graphical model
C) mathematical model
D) technological model
E) A and B
The sum of squares divided by the appropriate degrees of freedom is called the
________.
A) F statistic
B) t statistic
C) p value
D) mean square
E) residual
Characteristics of the Likert scale include all of the following EXCEPT:
A) easy to construct.
B) easy to administer.
C) easy for the respondent to understand.
D) the number of scale points can vary.
E) respondents read a short phrase rather than an entire statement.
A statistic summarizing the strength of association between two metric variables is
called the ________.
A) product moment correlation
B) covariance correlation
C) inverse correlation
D) bivariate correlation
E) F-statistic
Which of the following companies is NOT a major source of syndicated services in the
United States?
A) Nielsen
B) Simmons Market Research Bureau
C) Microsoft
D) Arbitron
E) SymphonyIRI
According to the text, the collection process of secondary data is ________ compared
to the collection process of primary data.
A) very involved
B) the same
C) rapid and easy
D) not correlated
E) long and involved
All of the following computer packages can be programmed to identify out-of-range
values for each variable and print out the respondent code, variable code, variable
name, record number, column number, and out-of-range value EXCEPT:
A) MINITAB
B) EXCEL
C) SPSS
D) WORD
E) B and D
Errors that can be attributed to sources other than sampling are called ________.
A) nonsampling errors
B) problem definition errors
C) hypothesis errors
D) random sampling errors
E) precision errors
Which of the following is NOT an advantage of using telephone interviewing to collect
research data?
A) large quantity of data can be collected
B) high sample control
C) good control of the field force
D) good response rate
E) fast
Which of the following is NOT true about ratio-scaled data?
A) The origin of the scale is fixed.
B) Such data can be transformed by using y = bx.
C) All statistical techniques can be applied to such data.
D) Common examples include height and weight.
E) They can be transformed using y = a + bx.
Which of the following statistics indicates the degree to which the variation in one
variable, X, is related to the variation in another variable, Y?
A) covariance correlation
B) inverse correlation
C) product moment correlation
D) bivariate correlation
E) F-statistic
Which of the following should be included in the limitations and caveats section of the
research report?
A) sanctions levied by the Federal Trade Commission
B) lack of National Science Foundation approval
C) lack of acceptance by NASA
D) respondents requiring cash incentive
E) the populations to which the results should not be extended
According to the text, bibliographies are organized alphabetically ________.
A) by author
B) by title
C) by company
D) by topic
E) by date
A time series design that includes another group of test units to serve as a control group
is called a(n) ________.
A) factorial design
B) multiple time series design
C) posttest-only control group design
D) one-shot case study
E) alternative group design
According to the text, interviewer cheating can be minimized through all of the
following EXCEPT:
A) proper training.
B) pretesting of questionnaires.
C) proper supervision.
D) validation of fieldwork.
E) A and B
________ is an interview conducted by a trained moderator among a small group of
respondents in an unstructured and natural manner.
A) An experiment
B) A focus group
C) A quantitative survey
D) A depth interview
E) A moderator group
Nonsampling errors are frequently attributed to all of the following EXCEPT:
A) the researcher.
B) the competition.
C) the interviewer.
D) the respondent.
E) C and D
________ involves direct machine reading of the codes and simultaneous transcription.
A) Optical scanning
B) Key punching
C) Validating
D) Data cleaning
E) Predictive dialing
Commonly used probes include all of the following questions EXCEPT:
A) “Any others?”
B) “Which of the following best describes your total annual household income?”
C) “Anything else?”
D) “Could you tell me more about your thinking on that?”
E) B and C
Which of the following marketing research firms does NOT offer customized services?
A) Synovate
B) Westat
C) Burke, Inc.
D) Field Work Chicago, Inc.
E) both B and D
Which of the following is NOT an example of a statement that is about a single variable
against a known or given standard?
A) The market share for the new product will exceed 15 percent.
B) The proportion of households with an Internet connection in the United States
exceeds the proportion of those in Germany.
C) At least 65 percent of customers will like the new package design.
D) The average monthly household expenditure on groceries exceeds $500.
E) The new service plan will be preferred by at least 70 percent of the customers.
Which of the following is the maximum permissible difference between the sample
statistic and the population parameter?
A) confidence interval
B) random sampling error
C) precision level
D) standard deviation
E) range
The probability of making a type I error is called the ________.
A) level of significance
B) critical value
C) test statistic
D) power of a test
E) incidence of difference
According to the text, the symbol used in the assignment of codes to each possible
response to each question is usually a(n) ________.
A) letter of the alphabet
B) Greek symbol
C) number
D) binary digit
E) ampersand
Data originated by the researcher specifically to address the research problem are called
________.
A) primary data
B) secondary data
C) virtual data
D) census data
E) research data
Which of the following is NOT a suggestion to follow when writing a marketing
research report?
A) Technical jargon should be used.
B) The report should be easy to follow.
C) Objectivity should guide report writing.
D) Reinforce key information in the text with tables, graphs, and pictures.
E) Several revisions of the report may be needed before the final document emerges.
A(n) ________ is a rating scale that requires the respondents to express an opinion
since a “no opinion” option is not provided.
A) balanced rating scale
B) unbalanced rating scale
C) forced rating scale
D) systematic rating scale
E) opinion scale
A complete enumeration of the elements of a population or study objects is called a(n)
________.
A) sample
B) element
C) census
D) sampling unit
E) count
In a short essay, discuss ethical issues of questionnaire design related to a) the
researcher/respondent relationship, and b) the researcher/client relationship.
________ is an approach for assessing reliability in which respondents are administered
identical sets of scale items at two different times under as nearly equivalent conditions
as possible.
A) Test-retest reliability
B) Alternative-form reliability
C) Internal consistency reliability
D) Random reliability
E) Binary reliability
According to the text, the data preparation process begins with ________.
A) validating the questionnaires
B) evaluating the interviewers
C) pretesting the questionnaire
D) transcribing data
E) checking the questionnaires for completeness
________ tests provide inferences for making statements about the means of parent
populations.
A) Non-parametric
B) Parametric
C) Parallel
D) Regression
E) Parent population
In a short essay, discuss the considerations that should be made when choosing between
nonprobability sampling versus probability sampling for a market research study.
In a short essay describe the characteristics of a consumer panel and discuss the uses of
this type of panel. Next, list and discuss the two classifications of panels.
What would you say is a unifying theme for the Ethics in Marketing Research examples
related to research design in Chapter 3? Justify your answer.
In a short essay, discuss why initial research findings should be communicated to the
client’s key decision makers.
Discuss the traditional mail interview method and the typical mail interview package.
In a short essay, discuss t-test, thet statistic, and the t distribution.
In a short essay, discuss the differences between qualitative research and quantitative
research.
Pretesting refers to the testing of the questionnaire on a small sample of respondents to
identify and eliminate potential problems. Discuss what the researcher expects to gain
from pretesting the questionnaire.
In a short essay, list and discuss the four probability sampling techniques used in
marketing research.
In a short essay, define data cleaning and discuss how consistency checks and treatment
of missing responses relate to the data cleaning process.
In a short essay, define internal validity and external validity and discuss the difference
between each type of validity.
In a short essay, describe the process of coding and discuss the purpose of a field and a
record. Include a specific example to support your answer. Next, describe the purpose
of a codebook in the coding process.
Compare and contrast the exploratory, descriptive, and causal research designs.
If a researcher were trying to overcome the unwillingness of respondents to answer by
considering the effort required of the respondents, what might he/she do to make the
respondent more willing to respond? Develop an example question (showing the
incorrect and correct way to best overcome the respondents unwillingness to answer) to
clarify your response.
In a short essay, discuss why it is important to evaluate a marketing research project.
Include a listing of at least five specific questions that should be asked when evaluating
the marketing research project.
Two automobile brands were evaluated on the perceived prestige associated with
owning the brands. The brands were evaluated on a nine-point Likert scale with 9
representing “highest prestige” and 1 representing “lowest prestige.” The data obtained
are shown in the table below.
Lexus BMW
4 7
5 4
3 6
4 5
3 4
4 6
4 5
3 5
5 4
5 4
Compute the Pearson correlation statistic for the prestige associated with Lexus and
BMW.
r = (Σ (Xi – Xmean) (Yi – Ymean)) / (Σ(Xi – Xmean)2 (Σ(Yi – Ymean)2)
In a short essay, list and discuss the two major observation methods used in descriptive
research. Next, list at least one advantage and one disadvantage for each of the two
major observation methods.
In a short essay, discuss the relationships among exploratory, descriptive, and causal
research and provide some basic guidelines discussing the appropriate situation in
which to apply each type of research design. Include a specific example of each
research design type to support your answer.
In a short essay, define regression analysis and discuss at least four ways in which
regression analysis can be used.