Area sampling is a form of
a. cluster sampling.
b. stratified sampling.
c. quota sampling.
d. convenience sampling.
e. simple random sampling.
Defining the problem is among the most difficult aspects of the marketing research
process because of the of every situation a manager may encounter.
a. Complexity
b. Urgency
c. Riskiness
d. Uniqueness
e. Subjectiveness
Data collection should never begin until you have pre-tested the questionnaire.
a. True
b. False
Which of the following is NOT true about the randomized-response model?
a. The particular question asked is selected at random.
b. The interviewer does not know which question the respondent is answering.
c. The probability of the sensitive question asked is not known.
d. The probability of the “innocuous” event occurring is known.
e. It uses quantitative analysis.
The descriptive study
a. usually takes the form of an experiment.
b. has its major emphasis on the discovery of insights and ideas.
c. can be characterized as rigid.
d. is concerned with the determination of a cause-and-effect relationship.
e. has as its main objective the establishment of priorities for future research.
Studies that rely on phone books
a. Under represent households that move from one geographic area to another.
b. Often end up with an inadequate sampling frame.
c. Might encounter a non-coverage area.
d. Do not include wireless numbers.
e. All of the above are true.
Using different ads in different geographic areas and investigating which ad generated
the highest sales is an example of research design.
a. Causal
b. Exploratory
c. Longitudinal
d. Descriptive
e. Panel
Attempting to sell products or services after telling respondents you are conducting
marketing research is a practice known as:
a. Sugging
b. Probing
c. Funneling
d. Posing
e. Spoofing
Which of the following is NOT one of the three dimensions of the framework for
understanding Big Data?
a. Volume
b. Vastness
c. Velocity
d. Variety
e. All of the above are dimensions of the framework
Benefits of focus groups include:
a. Ideas that can drop “out of the blue.”
b. Snowballing ideas.
c. More spontaneous responses than in one-on-one interviews.
d. Easy interpretation of responses.
e. A, B and C
If a respondent indicates that he drives a foreign car, then later, in the same
questionnaire, identifies it as a Ford, the editor should
a. change the “Ford” identification to “unknown foreign.”
b. change the “foreign” identification to “domestic.”
c. throw out both responses.
d. determine which of the responses is correct.
e. Any of the above may be correct.
If a local newspaper reporter tries to gather information about perceptions of a proposed
comprehensive ‘senior exit exam” by interviewing officers from the university’s student
senate (because they are well informed about the feelings of the general student body),
what type of sampling procedure is he using?
a. Simple random sample
b. Systematic sample
c. Judgment sample
d. Convenience sample
e. Quota sample
What characteristic must a scale possess in order for the researcher to compute the ratio
of the magnitude of the numbers?
a. It must have an arbitrary zero point.
b. The range of the absolute scale intervals must be divisible by two. c. It must use only
integers.
d. It must have an absolute zero point.
e. The modal ratio must be greater than two.
Report writing should NOT be evaluated on which of the following criteria?
a. Inclusion of technically sophisticated explanations of data analyses. b. Completeness
of the report.
c. Conciseness of the writing style.
d. Accuracy of the information presented.
e. Clarity of the writing style.
Voice of the Customer (VOC) data are largely____________social media posts.
______________techniques usually don’t depend upon the respondent’s willingness and
ability to provide the information needed.
A(n)
___________is a form of cluster sampling in which areas such as census tracts or
blocks serve as the primary sampling units.
Any scale or other measurement instrument that actually measures what it was intended
to measure is said to have ____________________.
The____________question doesn’t permit individuals to explain their true position.
______________-consists of counting the number of cases that fall into the various
response categories.
On most projects, should initially be run on all variables to help identify blunders.