Covariation is defined as the amount of change in one variable systematically
associated with a change in another variable.
“Faulty recall” occurs when actions or activities are so repetitive or automatic that the
respondent cannot recall specifics about the behavior under question. It is a reason for
not using an observation technique.
When testing the difference between two percentages from two independent samples, a
z value larger than 1.96 indicates the difference is NOT significantly different.
It is inappropriate to apply sample size formulae when an unknown bias is introduced
by a subjective sampling method (i.e., nonprobability).
Ratio scales are easy for respondents to understand as they are in dollars, times, years,
or some other
familiar denomination.
A group comparison table is often used to summarize significant differences when
reporting group differences to clients.
The organization of a questionnaire can cause respondents to stop answering questions.
Nissan allegedly placed a Japanese observer in a couple’s home, and the couple thought
he was there as part of an educational exchange program. Rather, he was observing the
couple’s automobile buying behavior for Nissan. This example illustrates that there are
ethical issues associated with observation studies.
One of the advantages of observational studies is that large numbers of persons may be
observed; therefore, representativeness is increased.
Sampling error is defined as the difference between results obtained from a poll versus
a sample survey.
Protocol analysis is NOT useful when the buying takes place over a long period of time,
such as buying a house.
John has been hired by a company to conduct a research study on the factors that affect
the attrition of employees in that company. John wants to prepare research objectives
that would be able to represent and include in their scope the true feelings of the
employees, for which he interacts with a few random employees. John recognizes the
concept of:
A) quality.
B) attrition.
C) action standards.
D) frame of reference.
E) units of measurement.
Online surveys are generally believed to achieve response quality equal to that of:
A) telephone surveys.
B) drop-off surveys.
C) mall-intercept surveys.
D) in-office surveys.
E) in-home surveys.
Sample size is related to the size of the confidence interval in that:
A) the larger the sample size, the larger the confidence interval.
B) the larger the sample size, the more normal the confidence interval.
C) the smaller the sample size, the smaller the confidence interval.
D) the smaller the sample size, the more uniform the confidence interval.
E) the larger the sample size, the smaller the confidence interval.
Abe would like to identify a location for a new unit of his franchised fast-food
restaurant chain. He orders an evaluation of several city blocks from a marketing
research firm. The research firm will determine the population, population growth,
income, and other important demographic information for the defined geographical
area. The research company will be performing:
A) marketing research.
B) market research.
C) a restaurant location study.
D) basic research.
Which type of research involves the use of structured questions where the response
options have been predetermined and a large number of respondents are involved?
A) qualitative research
B) quantitative research
C) pluralistic research
D) focus group research
E) Socratic research
Which type of research would likely be called ‘soft” research?
A) qualitative research
B) quantitative research
C) pluralistic research
D) focus group research
E) Socratic research
Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he
accesses Acme’s marketing information system in order to determine if the company
has enough existing inventory to fill the large order. Bob is accessing which component
of Acme’s MIS?
A) marketing intelligence
B) internal reports
C) marketing research
D) consumer information support system
The key reason that the marketing concept has been recognized as the “right
philosophy” is that it:
A) is well established in marketing literature.
B) has been recommended by successful marketing executives.
C) always focuses on the consumer.
D) does not rely on high-pressure selling.
E) recognizes that profits are a result of sales volume.
Which of the following was NOT discussed in the text as a disadvantage of using
secondary data?
A) there is a mismatch of the units of measurement
B) data may be collected too quickly, causing problems with the project schedule
C) differing classifications of the data in terms of what is available and what is needed
D) the data may be outdated
E) reporting units are incompatible with research needs
Walt Lewis was interested in knowing how best to allocate territories in Texas to the
new, 10-member sales force he hired. While the sales force was undergoing training,
Walt sought some secondary data that would help him allocate sets of counties to the
salespersons. He knew he had to be equitable and felt strongly that each set of counties
should have a market potential about equal to all the other sets. He needed some
quantifiable measure of the market potential for each county, and he didn’t want to use
any Census data because he felt like this was outdated. Which of the following sources
of secondary data would you recommend that Walt use?
A) Hire marketing research firm, Decision Analyst, Inc.
B) Seek an aggregator known for compiling local directory information.
C) Call the Office of Management and Budget (OMB) to access the most recent
Metropolitan SAs.
D) Call the Office of Management and Budget (OMB) to access the most recent
Micropolitan SAs.
E) Consult the most recent American Community Survey (ACS) in the geographic
region.
The only time the population size is important in the calculation of sample size is:
A) always; all formulas include N, a count of the total population.
B) when the population is very, very large.
C) when the population is not normal.
D) when the level of accuracy needs to be less than ±5 percent.
E) when the population is small, relative to the sample size.
Which of the following would serve as a good decision rule for managers in
establishing the need for marketing research?
A) ensuring that one’s competitors are conducting market researches
B) determining the value that can be derived from marketing research conducted by
competitors
C) determining the costs incurred by other companies in conducting marketing research
D) comparing the value of the marketing research to the cost
E) ensuring that the clients or customers are in favor of conducting the marketing
research
Which of the following is a phrase used to identify the percentage of the sample that did
not answer a particular question?
A) validation check
B) reversals of scale end-points
C) item omission
D) break-off
E) role-playing
Assume you are developing a general conceptual model for the Advanced Automotive
Concepts dataset. Which of the following variables would most likely be your
dependent variable?
A) probability of purchasing a particular auto model
B) customer income
C) customer gender
D) customer education
E) customer occupation