In parameter estimation, a value such as the population mean is estimated based on a
sample’s mean and its size.
Marketing research firms classified as “market segment specialists” and “field services”
firms are categorized as being full-service supplier firms.
In sample size formulae, acceptable sample error is noted by “e.”
MLA (from the Modern Language Association) is one of two acceptable citation forms
for use in reporting information gathered from other sources.
The formula for calculating the difference between two percentages calculates a z
value.
Marketing researchers walking with seniors in their walking groups and listening to
them discuss their hopes, fears, worries, health, family and friends would be an example
of an application of ethnographic research.
Multiple regression may be used as a screening device in the sense that it may be used
to reduce large numbers of potential independent variables in order to spot those that
are most salient for the dependent variable.
Data mining is the name for software that is now available to help managers make sense
out of seemingly senseless masses of information contained in databases.
Surveys conducted without the presence of an agent – human or computer – are referred
to as self-administered surveys.
Knowledge of research design is helpful because certain designs can be matched with
certain problems and this provides a blueprint for the researcher.
A manager increasingly recognizes opportunities when an opportunity identification
system is used.
Which of the following sample plans would not be considered a probability sample?
A) simple random sample
B) systematic sample
C) cluster sample
D) judgment sample
E) stratified sample
In order to develop the “right strategy” to succeed in business, managers must make the
right decisions; and in order to make the right decisions, they must have objective,
accurate, and timely:
A) reports about the competition.
B) reports about customers’ wants and needs.
C) evidence of the number and sizes of market segments.
D) information.
E) marketing mix elasticity coefficients.
Which of the following is the best definition of marketing research? Marketing research
is:
A) the activity of analyzing secondary information and providing executives with
timely reports.
B) the process of designing experiments that provide decision makers with causal
information.
C) the linking of consumers with information managers.
D) the process of analyzing existing information so that decision makers can make
better decisions.
E) the process of designing, gathering, analyzing, and reporting information that may be
used to solve a specific marketing problem.
Which of the following standard error values corresponds to 95 percent level of
confidence?
A) 2.69
B) 3.14
C) 1.96
D) 2.58
E) 1.52
What is the proper SPSS command sequence to run multiple regression analysis?
A) ANALYZE; REGRESSION; MULTIPLE; GO
B) ANALYZE; REGRESSION; MULTIPLE
C) ANALYZE; REGRESSION; LINEAR
D) ANALYZE; REGRESSION; MLINEAR
E) ANALYZE; REGRESSION; MR
Strength of association might be described as:
A) strong.
B) weak.
C) moderate.
D) all of the above
E) none of the above
Which of the following statements best reflects the purpose of marketing research?
A) to provide consumers with information they need to evaluate products and services
at a profit
B) to provide information that improves profitability
C) to link external environments to the firm
D) to link target markets to specific decision makers at all levels within firms
E) to link the consumer to the marketer by providing information that can be used in
making marketing decisions
Which of the following commands would we use in SPSS to test for a difference
between two means – one generated from a sample of heavy users of our brand and the
other generated from a sample of nonusers of our brand?
A) ANALYZE; COMPARE MEANS; DIFFERENCES
B) ANALYZE; COMPARE MEANS; DIFFERENCES; TWO
C) ANALYZE; COMPARE MEANS; PAIRED SAMPLES t TEST
D) ANALYZE; COMPARE MEANS; INDEPENDENT-SAMPLES t TEST
E) ANALYZE; COMPARE MEANS; HEAVY v NON
Sue Miller, brand manager for Zippo Cat Foods, wanted to gather some information
from cat food buyers. She arranged to conduct several focus groups, each conducted
online with as many as 25 to 50 participants. She also wanted to interact with the focus
group participants. Sue would be using which type of focus group?
A) traditional
B) nontraditional
C) covert
D) overt
E) moderated
TechTrician, Inc. makes a major breakthrough in cell phone technology and design.
Their research and development department has created advanced micro-circuitry that
is one hundred times more sensitive to cell signals than conventional cell phones. This
means that there is almost never a break in cell phone signals even when the caller is
several miles from what would be considered “in range” for conventional phones. The
problem is that the new technology adds about $100 to the cost of the phone.
TechTrician, Inc. must spend a considerable amount of funds to retool in order to
produce the new phones. They decide to test market the new phones. The company is
located in Los Angeles and several executives believe it would be less costly to run the
test market in their own city. However, Bob Brobst, one of the marketing managers, has
argued for running at least two test markets; one in Phoenix, AZ, and one in Tulsa, OK.
What criterion for test market selection is Bob Brobst using?
A) representativeness
B) degree of isolation
C) control over media
D) control over distribution
E) lower costs
Some of the major advantages of using online surveys are:
A) easy-to-use SPAMBOTS to collect email addresses, lowering cost and increasing
speed.
B) real time access to data and availability of many respondents attained by sending out
randomly selected emails.
C) low cost, speed, and sample representativeness.
D) low cost, speed, and real-time access to data.
E) a high-tech image for the firm.
Conducting a marketing research study is necessary when:
A) the product is in the decline stage of its life cycle.
B) managers require information that is available only from the marketing intelligence
system of the company.
C) companies have cash-flow problems.
D) companies require additional information from the market for decision making.
E) the cost of the research is higher than the value expected from the research.
Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential
customers. Age is an important issue in determining life insurance premiums. Rick
considers asking for age in the following way: How old are you? ___ years
Rick should consider the type of the measurement scale to be:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) categorical.
________ is defined as all errors in a survey except those attributable to the sample plan
and sample size.
A) Transcriptional error
B) Sampling risk
C) Continuity error
D) Nonsampling error
E) Sampling frame
Which type of relationship is described by the formula: y = a + bx?
A) causal relationship
B) linear relationship
C) monotonic relationship
D) nonmonotonic relationship
E) curvilinear relationship
Which of the following is why potential respondents refuse to take surveys?
A) companies have reduced monetary incentives for interviewers
B) distaste for survey participation, busy schedules, and desire for privacy
C) respondents feel embarrassed to answer questions in the public
D) lack of compensation for the time respondents spare for the interview
E) complexity of the questions posed by the interviewers
The product life cycle curve that describes the sales pattern of a new product over time
(growing slowly during its introduction and then spurting upward rapidly during its
growth stage and finally plateauing or slowing down considerably as the market
becomes saturated) is an example of which type of relationship?
A) causal relationship
B) linear relationship
C) nonmonotonic relationship
D) monotonic relationship
E) curvilinear relationship
Professional organizations try to prescribe ethical behavior for members by creating:
A) representatives in churches to influence future researchers.
B) codes of ethical behavior.
C) lobbyists who fight for higher ethical standards in government.
D) examples of poor ethical behavior in other professions.
E) means to participate in the development of certification standards in professions
other than marketing research.
You are an officer in your college’s Student Marketing Association. You are looking for
ways to ensure that members will join again the following year. Students tend to join
for one semester or one year and then drop out. You decide to take a simple random
sample of this year’s members and give them a survey. One of the questions asks: Will
you join the SMA next semester? Yes, No, Don’t Know. Another question asks
respondents to check all the following that they feel provides them with “value” by
virtue of being in the SMA: free food at meetings, getting to socialize in a relaxed
setting with fellow classmates, learning about businesses through the guest speaker
program, getting job search information through the organization’s “Career Search”
program, and getting to know your professors on a more personal basis. You want to
know which of these are related to whether or not students will join the SMA in the next
semester. What analysis should you run?
A) association analysis between the question that asks if they will join and each one of
the remaining questions
B) differences analysis between the question that asks if they will join and each one of
the remaining questions
C) predictive analysis between the question that asks if they will join and each one of
the remaining questions
D) determinant analysis between the question that asks if they will join and each one of
the remaining questions
E) None of the above; there is no analysis that will help identify which of these issues
are related to rejoining the SMA.
A cross-tabulation table is sometimes referred to as a:
A) tabular table.
B) nonmonotonic display table.
C) r x c table.
D) t x n table.
E) c x x table.