Casewise deletion is a method of handling missing values in which for each calculation
or analysis, only the respondents with complete responses are considered.
The ability to improve decision making by using “what if” analysis is a characteristic of
a marketing information system.
General economic conditions are considered elements of the legal environment.
The executive summary is an extremely important part of the report, as this is often the
only portion of the report that executives read.
According to the text, buyer behavior is a central component of the environmental
context of the problem.
Pricing, promotion, and distribution are all considered controllable marketing variables.
In graphical models, the variables and their relationships are stated in prose form.
A comparative scaling technique in which respondents are presented with several
objects simultaneously and asked to order or rank them according to some criterion is
called rank order scaling.
According to the text, the main method of causal research is a panel.
In marketing research, interval scales are used both to measure attitudes and opinions,
and as index numbers.
It is possible to identify industry experts, and an analysis of their social media sites can
provide insights into their thinking as it relates to problem at hand.
Online focus groups take less time to set up and complete (turnaround time) than
traditional focus groups.
Qualitative research is a research methodology that seeks to quantify the data and,
typically, applies some form of statistical analysis.
Compared to the collection cost of primary data, secondary data is more expensive.
An advantage of rank order scaling is that the results are easy to communicate.
To validate the study, the supervisors call 1 percent to 10 percent of the respondents to
inquire whether the field workers actually conducted the interviews.
According to the text, researchers may assess validity using coefficient validity.
As compared to primary data, secondary data are collected rapidly and easily, at a
relatively low cost, and in a short time.
A test of the null hypothesis where the alternative hypothesis is not expressed
directionally is called a one-tailed test.
Causality refers to when the occurrence of X causes the occurrence of Y.
An itemized rating scale is a measurement scale having numbers and/or brief
descriptions associated with each category with the categories ordered in terms of scale
position.
The primary use for media panels is to determine market potential by geographic
region.
An advanced form of decision support system, called expert systems, uses artificial
intelligence procedures to incorporate expert judgment.
The research design section of a report gives the background to the problem, highlights
discussions with the decision makers and industry experts, discusses the secondary data
analysis, the qualitative research that was conducted, and the factors that were
considered.
Nominal scales are used for classification and identification purposes only.
According to the text, classification information is information that relates directly to
the marketing research problem.
When determining the correlation coefficient, r, it does matter which variable is
considered to be the dependent variable and which the independent.
Projecting findings based on nonprobability sampling to the population is misleading
and therefore unethical.
An experimental design in which the experimental group is exposed to the treatment but
the control group is not and no pretest measure is taken is called the posttest-only
control group design.
An analysis of social media content can provide guidance on whether continuous or
itemized rating scales should be used.
The best fitting line on a scattergram is called the covariance.
A vertical bar chart in which the height of the bars represents the relative or cumulative
frequency of occurrence is called a histogram.
Interviews with a large number of respondents using a predesigned questionnaire are
called observations.
A formalized set of procedures for generating, analyzing, storing, and distributing
pertinent information to marketing decision makers on an ongoing basis is called a
marketing information system.
Criterion validity is a type of validity that consists of a subjective but systematic
evaluation of the representativeness of the content of a scale for the measuring task at
hand.
The standardized regression coefficient is the slope obtained by the regression of y on x
when the data are standardized.
Hypotheses are statements about proposed relationships rather than merely questions to
be answered.
________ is a statistical technique for examining the differences among means for two
or more populations.
A) Paired samplest-test
B) Factor analysis
C) Distribution of variance
D) Analysis of variance
E) Discriminant analysis
Coding ________ questions is relatively simple since the response options are
predetermined.
A) unstructured
B) open-ended
C) structured
D) free-flowing
E) uniform
In questionnaire design, assigning a code to every conceivable response before data
collection is called ________.
A) filtering
B) branching
C) precoding
D) funneling
E) pre-funneling
Treatment of missing responses poses problems, particularly if the proportion of
missing responses is ________.
A) between 1 percent and 3 percent
B) between 3 percent and 5 percent
C) between 5 percent and 7 percent
D) between 8 percent and 9 percent
E) more than 10 percent
An excellent check on the clarity of the report is ________.
A) limit the report to no more than 100 pages
B) limiting the report to 50 pages
C) having 2 people write the report
D) putting it on the web for unsolicited comments
E) having 2 or 3 people who are unfamiliar with the report read the report and give
comments
If the incidence rate is 0.25, then on average how many potential respondents must be
approached in order to obtain one qualified respondent?
A) .25
B) .75
C) 1.25
D) 3
E) 4
Which of the following factors DOES NOT need to be specified when using a statistical
package to determine the appropriate sample size for a research study?
A) precision level
B) confidence level
C) population standard deviation
D) population demographics
E) C and D
The aggregate of all elements, sharing some common set of characteristics, which
comprise the universe for the purpose of the marketing research problem, is called the
________.
A) sample
B) inference
C) hypothesis
D) population
E) element aggregate
________ 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) Problem-solving
B) Problem-identification
C) Problem-manipulation
D) Problem-correction
E) Problem exception
According to the text, what is an ethical responsibility of a research agency?
A) To use all forms of data, as well as data obtained from any source – internal or
external.
B) Discussion about all issues surrounding the relevance and accuracy of the secondary
data used with the client should be done only when required by law.
C) After a detailed analysis of secondary data has been conducted, the researcher should
reexamine the collection of primary data stipulated in the proposal.
D) Privacy related to the client’s issues are not as important as safe keeping of the
client’s databases.
E) B and D are valid statements.
High social desirability and high cost are disadvantages of using computer-assisted
personal interviewing to collect research data.
Discarding unsatisfactory responses from collected data may have merit in all of the
following situations EXCEPT:
A) when the proportion of unsatisfactory respondents is small.
B) when the sample size is large.
C) when the unsatisfactory respondents differ from satisfactory respondents in obvious
ways.
D) when the proportion of unsatisfactory responses for each of these respondents is
large.
E) responses on key variables are missing.
Which of the following describes a measurement scale in which respondents rate the
objects by placing a mark at the appropriate position on a line that runs from one
extreme of the criterion variable to the other?
A) a comparative scale
B) a continuous rating scale
C) an itemized rating scale
D) a Likert scale
E) extreme scaling
A frequency distribution that depends on two sets of degrees of freedom is called a(n)
________.
A) p distribution
B) t distribution
C) F distribution
D) z distribution
E) chi-square distribution
A scale with an equal number of favorable and unfavorable categories is called a(n)
________.
A) balanced scale
B) unbalanced scale
C) forced scale
D) systematic scale
E) equal scale
The scaling techniques commonly used in marketing research can be classified into
________ and ________.
A) random; nonrandom scales
B) comparative; noncomparative scales
C) interval; ratio scales
D) nominal; ordinal scales
E) object; non-object scales
A(n) ________ is a scale in which the numbers are used to rate objects such that
numerically equal distances on the scale represent equal distances in the characteristic
being measured.
A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
E) random scale
According to the text, ________ are used primarily because of their lower cost
compared to random sampling.
A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys
According to the text, the ________ can be conducted on the means of one sample or
two samples of observations.
A) F-test
B) p-test
C) t-test
D) z-test
E) k-means test
Which of the following statements is most TRUE about marketing research?
A) Marketing research follows an unpredictable path.
B) Marketing research is systematic.
C) Marketing research cannot be planned.
D) All of the answer selections are FALSE.
E) A and C are both true.
When studying a characteristic with a ________, the researcher will have to initially
contact many more people than if the characteristic has a ________.
A) low incidence rate; high incidence rate
B) low random rate; high random rate
C) high incidence rate; low incidence rate
D) high random rate; low random rate
E) low diversity; high diversity
________ are unstructured, direct, personal interviews in which a single respondent is
probed by a highly skilled interviewer to uncover underlying motivations, beliefs,
attitudes, and feelings on a topic.
A) Focus groups
B) Depth interviews
C) Quantitative surveys
D) Experiments
E) Probing interviews
Respondents with unsatisfactory responses may be simply discarded when the
proportion of unsatisfactory respondents is ________.
A) less than 10 percent
B) 10 percent to 20 percent
C) 21 percent to 30 percent
D) 31 percent to 40 percent
E) more than 41 percent
An equation used to explain the results of multiple regression analysis is called the
________.
A) product moment correlation model
B) multiple regression model
C) standard regression model
D) covariance model
E) unitary model
The value of the test statistic that divides the rejection and nonrejection regions is called
the ________.
A) random value
B) critical value
C) standard value
D) concurrent value
E) incidence boundary
Which of the following is NOT one of the three types of information that is obtained
from a questionnaire?
A) basic information
B) problem-solving information
C) classification information
D) identification information
E) C and D
Paired comparison scaling is useful when the number of brands under consideration is
limited to no more than ________.
A) one
B) three
C) five
D) seven
E) ten
An advantage of which of the following types of syndicated services is being the most
flexible way of obtaining data?
A) surveys
B) audit services
C) media panels
D) scanner volume-tracking data
E) in-depth interviews
Scale categories can be ________.
A) assigned numerical values
B) presented horizontally
C) expressed by boxes
D) expressed by discrete lines
E) all of the above
Scores assigned to continuous rating scales by the researcher are typically treated as
________
data.
A) nominal
B) ordinal
C) interval
D) ratio
Which of the following is true about census data?
A) The information in census data is available in only one form.
B) The data can be geographically categorized at various levels of detail.
C) Census data does not need to be detailed as long as it is accurate.
D) Integrating enhanced census data with internal company databases is a waste of
secondary sources.
E) all of the above
Which of the following is NOT recognized as a comparative scaling technique?
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) B and D
A comparative scaling technique in which respondents are presented with several
objects simultaneously and asked to order or rank them according to some criterion is
called ________.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling