A stratum chart is equivalent to a line chart.
a. True
b. False
For long reference periods, which of the following is FALSE?
a. Telescoping error is relatively small.
b. Recall loss is relatively large.
c. Telescoping error may outweigh recall loss.
d. The two effects — recall loss and telescoping error — counterbalance each other.
e. Recall loss may outweigh telescoping error.
Which of the following are valid software applications an analyst might use to build the
data file?
a. Word processing software
b. Database software
c. Spreadsheet software
d. Statistical packages such as SPSS
e. All of the above.
Which of the following statement is TRUE about nonsampling errors?
a. They are as identifiable as sampling errors.
b. They decrease with sample size.
c. They may increase with sample size.
d. They are easy to estimate.
e. They have minimal impact on overall survey error.
Purchase intentions
a. Are a very good indicator of an individual’s future behavior.
b. May be better predictors of future behavior for large dollar expenditures.
c. Are a relatively good predictor of a family’s purchase behavior.
d. Are studied often in marketing because they are very similar to attitudes.
e. Are better predictors of future behavior for small dollar expenditures.
When developing a table to include in a report body, the following hints should be
followed:
a. Try to address more than one problem in the table.
b. Place figures in ascending order.
c. Round percentages to the second decimal place.
d. None of the above.
e. All of the above.
The descriptive analysis technique whose goal is to integrate and analyze data from
various sources as opposed to relying on only a single source is known as:
a. Data harmonization
b. Data mining
c. Data fusion
d. Neural networks e. Visualization
In all cases, there is a general marketing research process that managers should follow
as they seek information.
a. True
b. False
The most versatile type of question format to obtain answers from respondents is the
a. dichotomous question.
b. multiple-choice question.
c. open-ended question.
d. true-false question.
e. multichotomous question.
Many firms have the position of CIO on their organization charts. The primary role of
the person filling this position is to:
a. Assist the Vice President of Marketing
b. Concentrate on the technical aspects of programming within the DSS. c. Gather
relevant data for the DSS data base.
d. Serve as the liaison between the marketing department and other departments such as
finance, production and accounting
e. Run the company’s information and computer systems like a business
Primary data make up most of the data included in the systems approach to marketing
research.
a. True
b. False
The_________is a statistical test to determine whether some observed pattern of freque
ncies corresponds to and expected pattern.
A(n)____________is a restatement of the decision problem in research terms, from the
researcher’s perspective.
A(n)___________error results from the fact that most people remember an event as
having occurred more recently than it did.
The goal of______________is to discover ideas and insights.
The number of completed interviews with responding units divided by the number of
eligible responding units in the sample is called ____________________.
Structure refers to how much_____________is used with the data collection instrument.
A ratio scale differs from an interval scale in that it possesses a natural or
absolute______________reflects the complete absence of the attribute being assessed.
A(n)___________is a bar chart that is based on information from a frequency count.
Discuss the major considerations for preparing a successful oral report.