The association technique requires the respondent to construct a response in the form of
a story, dialogue, or description.
Promotion is considered an uncontrollable environmental factor.
Collecting and analyzing data are steps involved in the data-processing stage.
Parametric tests provide inferences for making statements about the means of parent
populations.
The non-standardized regression coefficient indicates the expected change in Y when X
is changed by one unit.
In text-mining and visualization, the coded text data are interpreted by matching
positive or negative comments with overlapping terms that link the positive and
negative comments to mentions of the product/ brand.
For data collected in social media, the human coder then develops a coding and
categorization scheme and assists in the computer categorization of text until coding
results are satisfactory.
Problem-solving research is undertaken to help identify problems that are not
necessarily apparent on the surface and yet exist or are likely to arise in the future.
A limitation is that online surveys conducted through social media platforms do not
encourage committed and credible feedback.
Scanner panels with cable TV are used primarily for determining prices.
The t statistic is calculated by assuming that the sample size is large.
The sum of squares divided by the appropriate degrees of freedom is called the F
statistic.
An important aspect of supervision is sampling control, which attempts to ensure that
the interviewers are strictly following the sampling plan rather than selecting sampling
units based on convenience or accessibility.
An attractive way of illustrating trends and changes over time is to use a line chart.
Pride is an interviewer characteristic described as “is positive, quality conscious, and
likes being recognized for a job well done.”
A Likert scale is described as a seven-point rating scale with end points associated with
bipolar labels that have semantic meaning.
According to the text, dichotomous questions should be used when the researcher has
reason to believe that the respondent thinks of the topic in yes/no terms.
When studying a characteristic with a high incident rate, the researcher will have to
initially contact many more people than if the characteristic has a low incident rate.
According to the text, the constant sum should be considered an ordinal scale.
Considering the known characteristics of the data is a stage in selecting a data analysis
strategy.
Aptitude is the interviewer characteristic described as “is honest and behaves ethically
at all times.”
Sampling techniques that do not use chance selection procedures and rely on the
personal judgment of the researcher are called nonprobability sampling techniques.
Random sampling error is where the error due to the particular sample selected is an
imperfect representation of the population of interest.
Procedures for examining differences between more than two means are called
distribution of variance.
Dots or hyphens that are used to impart uniformity and improve readability of a table
are called stubs.
According to the text, the objective of exploratory research is to test specific hypotheses
and examine specific relationships.
The test of the null hypothesis is a two-tailed test if the alternative hypothesis is
expressed directionally.
Perfect validity implies perfect reliability.
To understand the interviewers’ problems, the supervisors should do some interviewing.
Standardization may be desirable because it is easier to compare the beta coefficients
than it is to compare the raw coefficients.
The objective of causal research is discovery of ideas and insights.
According to the text, total measurement error is determined by multiplying systematic
error with random error.
The power of a test is the probability of accepting the null hypothesis when it is in fact
true and should be accepted.
In a frequency distribution, two variables are considered at a time.
Response bias is the bias that arises when actual respondents differ from those who
refuse to participate in ways that affect the survey results.
The Likert scale is also referred to as a summated scale.
A focus group should be homogeneous in terms of demographic and socioeconomic
characteristics.
Consider a scale from 1 to 100 for locating consumers according to the characteristic
“attitude toward department stores.” Each respondent is assigned a number from 1 to
100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and
100 = extremely favorable. ________ is the actual assignment of a number from 1 to
100 to each respondent. ________ is the process of placing the respondents on a
continuum with respect to their attitude toward department stores.
A) Measurement; Scaling
B) Scaling; Ranking
C) Scaling; Measurement
D) Ranking; Measurement
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 ________.
A) letter of acceptance
B) letter of authorization
C) letter of transmittal
D) letter of recommendation
E) letter of invoice
Which of the following is NOT an advantage of using depth interviews compared to
using focus groups in marketing research?
A) Depth interviews can uncover deeper insights than focus groups.
B) Depth interviews result in a free exchange of information that may not be possible in
focus groups.
C) Depth interviews attribute the responses directly to the respondent, unlike focus
groups, where it is often difficult to determine which respondent made a particular
response.
D) With probing, it is possible to get at the real issue when topics are complex.
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group
moderators.
Which of the following is not a disadvantage of secondary data?
A) the objectives, nature, and methods used to collect the secondary data may not be
appropriate to the present situation.
B) secondary data may be lacking in accuracy.
C) secondary data collection may be expensive and time consuming.
D) secondary data may not be completely current or dependable.
Open-ended questions that respondents answer in their own words are called ________.
A) structured questions
B) unstructured questions
C) double-barreled questions
D) filtered questions
E) own-voice questions
Which of the following interviewer characteristics is described as “empathizes with a
respondent and tailors the presentation accordingly”?
A) pride
B) aptitude
C) command
D) third ear
E) ethics
Which of the following describes the projective technique in which respondents are
provided with part of a story and required to give the conclusion in their own words?
A) word association
B) sentence completion
C) story completion
D) role playing
E) evaluation technique
The ________ is a two-group experimental design in which one of the groups acts as a
control group, the subjects are not assigned randomly, and measurements are made on
both groups following the treatment.
A) one-shot case study
B) one-group pretest-posttest design
C) random group
D) partial experimental design
E) static group
According to the text, which of the following is NOT one of the commonly used
itemized rating scales?
A) Likert scale
B) semantic differential
C) Stapel scale
D) random scale
E) balanced rating scale
Which of the following is recognized as the most important qualitative research
procedure?
A) the focus group
B) the depth interview
C) the quantitative survey
D) the experiment
E) the projective technique
A type of research design involving the one-time collection of information from any
given sample of population elements is called ________.
A) cross-sectional design
B) longitudinal design
C) horizontal design
D) vertical design
E) conditional design
The area under the normal distribution curve between any two points can be calculated
in terms of ________.
A) z values
B) F values
C) n values
D) t values
E) chi-square values
A graphical depiction that makes use of small pictures or symbols to display the data is
called a ________.
A) pictograph
B) pie chart
C) line chart
D) histogram
E) symbology
The ________ is used as an estimate of the population parameter.
A) random sampling error
B) sample statistic
C) confidence level
D) precision level
E) standard deviate
According to the text, the last step in the report preparation and presentation process is
________.
A) problem definition
B) data analysis
C) recommendations
D) research follow-up
E) reading of the report by the client
Which of the following statistical techniques is appropriate for analyzing data if there
are several measurements of each element and each variable is analyzed in isolation?
A) univariate techniques
B) multivariate techniques
C) random techniques
D) parallel techniques
E) non-uniform techniques
Interviews with industry experts-individuals knowledgeable about the firm and the
industry-may help formulate the marketing research problem. Which of the following
statements is true about interviews with industry experts?
A) These experts may be found both inside and outside the firm.
B) Typically, expert information is obtained by unstructured personal interviews
without administering a formal questionnaire.
C) It is helpful to prepare a list of topics to be covered during the interview.
D) All of the above are true.
In multiple regression, the strength of association is measured by the square of the
multiple correlation coefficient, which is called the ________.
A) coefficient of multiple determination
B) variance
C) standard error of the mean
D) standard deviation
E) squared deviation
Which of the following is NOT mentioned as a disadvantage of social media for
conducting surveys?
A) surveys do not address the responses from nonusers of social media
B) survey administration is difficult to control.
C) inability to field more complex questions
D) response rates may be low
E) confidentiality is an issue
The ability to collect a large quantity of data is an advantage of using telephone
interviewing to collect research data.
A ________ is a univariate hypothesis test using the standard normal distribution.
A) F-test
B) p-test
C) t-test
D) z-test
E) chi-square test
According to the text, the ________ measures the linear association between two metric
variables.
A) regression analysis coefficient
B) covariance coefficient
C) analysis of variance coefficient
D) product moment correlation coefficient
E) F-statistic
The numbers assigned in a(n) ________ do not reflect relative amounts of the
characteristic being measured.
A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
E) random scale
According to the text, the main method of causal research is a(n) ________.
A) panel
B) focus group
C) survey
D) experiment
E) client project
According to the text, as the sample size increases the sampling distribution of the mean
becomes a(n) ________.
A) unsymmetrical distribution
B) normal distribution
C) inverted distribution
D) random distribution
E) chi-square distribution
________ is data originated by the researcher for the specific purpose of addressing the
research problem.
A) Primary data
B) Secondary data
C) Experimental data
D) Virtual data
E) Problem-focused data
Research designed to assist the decision maker in determining, evaluating, and selecting
the best course of action in a given situation is called ________.
A) conclusive research
B) subjective research
C) exploratory research
D) observational research
E) supporting research
Data should be arranged in a table to emphasize the most ________.
A) expensive aspect of the data
B) current aspect of the data
C) significant aspect of the data
D) reliable aspect of the data
E) expensive part of the project
Regarding international marketing research, which of the following statements is (are)
true?
A) Only one pretest is recommended in cross-national studies.
B) Demographics questions can be used without modification in cross-national studies.
C) Structured questions minimize the risk of cultural bias but are more sensitive to
differences in educational levels.
D) Personal interviewing is the dominant survey method.
E) C and D
The process by which the raw data are transformed into new variables that have a mean
of 0 and a variance of 1 is called ________.
A) standardization
B) covariance
C) correlation
D) regression
E) analysis of variance
Regarding supermarket loyalty cards, a shopper provides demographic and
shopping-related information when applying for the cards. At check-out, the
UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically,
databases gather the list of items that are scanned at check-out and match them to the
shopper’s records.
A) Maintaining these databases reduce grocery-store profits by 11 percent each year.
B) In 2004, Congress proposed legislation limiting loyalty card programs.
C) The supermarkets’ data from these loyalty programs cannot be sold to syndicated
research firms.
D) Forty percent of supermarkets have reported increased sales as a result of
implementing their loyalty card programs.
E) Most consumers are unaware that the supermarkets have all this information on
them.
The measures of central tendency for a normal distribution are all ________.
A) inverted
B) random
C) identical
D) uncertain
E) binary
________ is based on the assumption that the researcher has an accurate understanding
of the problem at hand.
A) Exploratory research
B) Conclusive research
C) Subjective research
D) Observational research
E) Directed research
Which of the following methods of collecting survey data is the least popular?
A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview
The client writes a ________ to the researcher before work on the project begins.
A) letter of estimation
B) letter of authorization
C) letter of transmittal
D) letter of recommendation
E) letter of invoice