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In multiple regression we make a prediction, but we cannot put confidence intervals
around our prediction as we can in bivariate regression.
Research objectives should specify the unit of measurement used to gather the required
information in a research study.
Real-time capture of data is available only through the use of in-home interviewing,
provided the researcher has a modem and may transmit the survey results to a computer
shortly after the interview.
When we make predictions and compare the differences between our predictions and
the actual results, we are performing what is known as analysis of residuals.
Nonsampling error pertains to all sources of error other than the sample selection
method and sample size.
Laddering is a technique used with in-depth interviews which attempts to determine
which product attributes are linked to values held by consumers.
During the early days of the history of the United States, artisans and craftsmen were
involved in barter exchange and understood their customers wants and needs. There
was not much need for marketing research.
The primary benefit of geodemography is that:
A) demographic information may be detailed down to census blocks.
B) demographic information is available on all standard geographical areas (whether
relevant to the application or not).
C) demographic information is available on arbitrarily (i.e., area relevant to the
application) defined geographical areas.
D) demographic forecasts may be made quickly and accurately.
E) demographic data are available in increments as small as millimeters.
Joy Ward is the director of marketing at Helmsley College. She has been studying
marketing research data collected on a national sample of high school seniors who are
planning on attending college. Joy is trying to determine what appeal she should use in
a direct mail campaign that will be targeted at students with high SAT/ACT scores who
live within 500 miles of Helmsley. She is intrigued with the marketing research data
that measures the students' ratings of importance on a number of factors affecting their
decision to choose a particular college. Some of the factors are (1) programs highly
valued in the job market, (2) small campus atmosphere where professors know students'
names, (3) ample opportunities for an active campus life (i.e., football, campus
entertainment for students, etc.), (4) individualized programs designed around students'
needs and interests, and so on. There are eight different factors and each was rated on
the same 5-point importance scale ranging from "Very Important" to "Very
Unimportant." Joy knows that Helmsley could ethically use either the 'small campus"
appeal or the "individualized program" appeal. The small campus appeal has a mean
score of 4.3 on the importance scale, while the individualized program appeal has a
mean score of 3.95. Because both of these numbers indicate that these are important
factors for students, she wants to know if the small campus appeal is really more
important than the individualized appeal in the total college bound population. Which
of the following tests should Joy run?
A) a z test of the difference between two percentages
B) independent samples t test
C) paired samples t test
D) ANOVA
E) Duncan's Multiple Range Test
Which of the following scale measures is good for assessing store, company, or brand
images because profiles may be generated to easily depict the image?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scale
E) image profile scale
A weather forecaster studies relationships among phenomena such as wind direction,
barometric pressure, humidity, jet stream flow, and temperature. Based upon his or her
knowledge of the relationships between these variables and the weather, the forecaster
predicts there is an 80 percent chance of rain tomorrow. Which method of prediction
have you used?
A) guessing
B) statistics
C) extrapolation
D) predictive model
E) forecasting
A device that determines the level of excitement by measuring the electrical activity in
the respondent's skin is known as:
A) an exits-o-meter
B) a galvanometer
C) a stimuli gauge
D) an electrodermometer
E) None of the above; there is no such measurement.
Which of the following is true regarding exploratory research?
A) It is highly structured.
B) It is very formal.
C) It describes the phenomena of interest.
D) It attempts to uncover the factors that cause some event.
E) It helps identify research priorities.
Metropolitan SAs can best be described as:
A) statistical reporting units with a population of 50,000 or more.
B) statistical reporting units with at least one urbanized area populated by 50,000 or
more.
C) statistical reporting units with at least one urban cluster populated by 10,000 or
more.
D) statistical reporting units with at least one urban cluster populated by more than
10,000 but less than 50,000.
E) statistical reporting units with at least one urban cluster populated by more than
10,000 but less than 50,000, plus adjacent territory that has a high degree of social and
economic integration.
Patrick Donaldson is using a research firm to better understand a potential target market
for his company's new product, a pain medication. The research design proposed by the
research firm includes randomly surveying consumers who are likely to take the
medication (those older than 65 who have arthritis pains). Patrick views the
questionnaire proposed by the research firm. Two of the questions are: (1) Are you
older than 65? If "yes," continue to Question 2. (2) Do you experience pain from
arthritis? If "yes," continue to Question 3. Questions 1 and 2 are considered to be:
A) disguised questions.
B) skip questions.
C) screening questions.
D) undisguised questions.
E) classification questions.
What type of research design does the text state should almost always be used in
research studies?
A) causal research
B) exploratory research
C) explicit research
D) exhaustive research
E) descriptive research
Some suggested remedies for some of the problems we see in the marketing research
industry are:
A) certification, the passage of more restrictive legislation to govern the industry, and
requiring all marketing researchers to annually pass standardized tests on marketing
research.
B) certification and a system of fining those found not to be conducting research studies
at some minimum standard of performance.
C) certification and education.
D) requiring all employees of marketing research firms to have business degrees in
marketing research and to pass a standardized test.
E) passage of more restrictive legislation and an auditing system.
________ is a statistical procedure used to accept or reject the hypothesis based on
sample evidence.
A) Frequency distribution
B) Standard deviation
C) Hypothesis testing
D) Parameter estimation
E) Predictive analysis
The primary method of conducting a situation analysis is to review both internal and
external secondary data.
Which of the following would be considered an example of the drop-off survey?
A) A researcher brings a questionnaire to a respondent's home and leaves it to be
completed.
B) A hotel leaves a questionnaire in a room for customers to evaluate their
accommodations.
C) A retail store offers a customer a survey and promises a gift certificate if they return
the questionnaire on their next visit.
D) A graduate student hands surveys out to other students to be placed in a drop box
when completed.
E) All of the above would be considered drop-off surveys.
What is the purpose of a market-tracking study?
A) to determine if consumers switched brands from one time period to the next
B) to measure some variable of interest, such as market share or unit sales over time
C) to determine the relationship among several variables
D) to search for and interpret existing information relevant to the research problem
E) to keep up with changes competitors are making in their marketing mixes
The key advantage of using a packaged services firm is:
A) reducing the cost of the research project.
B) benefiting from the ability to customize specific components of the project.
C) taking advantage of the experience of the research team offering the service.
D) benefiting from industry-specific expertise provided by the research firm.
E) taking advantage of the long-term viability of the data resulting from the project.
Marketing researcher certification, PRC, stands for:
A) Public Researcher, Certified.
B) Professional Researcher Certification.
C) Public Researcher, Corporate.
D) Professional Researcher Certificate.
E) Public Researcher Certification.
95 percent of the observations under the normal curve fall within ________ times the
sample error.
A) ±1.64
B) ±1.96
C) ±2.58
D) ±95
E) ±1.95
Which of the following is NOT an advantage of mail surveys?
A) nonresponse
B) cost
C) no need for interviewer training
D) available mailing lists
E) no need for interviewer compensation
What type of test markets are conducted by outside research firms who guarantee
distribution of the product through prespecified types and numbers of distributors?
A) controlled test markets
B) electronic test markets
C) standard test markets
D) simulated test markets
E) guaranteed distribution test markets
