To improve your writing
a. use technical terminology.
b. use the longest words possible.
c. write only one draft.
d. read it aloud.
e. use complex sentences.
The method of ethical reasoning that considers whether or not costs and benefits of a
proposed action are distributed fairly among individuals and groups is called the
approach:
a. Justice
b. Pragmatic
c. Utility
d. Rights
e. None of the above
When conducting depth interviews, the questions should be general.
a. True
b. False
Marketing research is involved with which of these phases of the information
management process?
a. The specification of what information is needed.
b. The collection and analysis of the information.
c. The interpretation of that information with respect to the objectives that motivated the
study in the first place.
d. All of the above.
e. Only A and B.
Poor fit of secondary data is usually due to which of the following problems?
a. Different units of measurement.
b. Different class definitions.
c. Age of the data.
d. All of the above.
e. None of the above.
The “National Panel Diary” (NPD) is an advertisement readership service.
a. True
b. False
When determining content of individual questions, in general you want to capture the
needed data using_____________-
a. the same question multiple times, but worded differently.
b. as few questions as possible.
c. generalizations and estimates.
d. sophisticated language, words and phrases.
e. All of the above.
Reliability is necessary, but not sufficient, for establishing the validity of a measure.
a. True
b. False
Which of the following is NOT true for simple random sampling?
a. Each element has a known chance of being selected.
b. Each element has a non-zero chance of being selected.
c. Each element has an equal chance of being selected.
d. Each combination of n population elements has an equal chance of being selected.
e. All of the above are true statements.
The BEST way to handle missing items when analyzing the data is to
a. leave the item blank and report the number blank as a separate category.
b. eliminate the case with the missing item in analyses using the variable.
c. substitute values for the missing item.
d. eliminate the case from all further analyses.
e. there is no single best way for handling missing items.
Unplanned change tends to be oriented more toward the__________and is__________.
a. Present; reactive
b. Future; proactive
c. Past; proactive
d. Future; reactive
e. Past; reactive
Which of the following statements is NOT valid?
a. Panel data is less vulnerable to the recall errors associated with reporting past
behavior than cross-sectional data.
b. Panel data can be gathered via longer and more arduous interviews than
cross-sectional data.
c. Panel data can provide more accurate and detailed classification information on
sample members than other common means of data collection.
d. Panel data are particularly useful in the study of dual-career couples.
e. Panel data can be used to reveal changes in members’ behavior.
Jane Doe wants to administer a short survey on ‘student driving habits” to a
representative sample of students at the local university. She secured a list of students
from the student directory. She assigned each student a unique number and then used a
random number table to select her sample. The student directory from which Jane
selected her sample of students to contact is referred to as
a. sampling frame.
b. sampling control.
c. sampling error.
d. sampling directory.
e. None of the above.
Refer to Scenario 18.3. In absolute numbers, how many millions of households own a
microwave?
a. 15 million
b. 100 million
c. 42 million
d. 55 million
e. 27 million
The main disadvantage of data furnished by standardized marketing information
services over user-collected primary data is standardized data
a. may not always fit the specific needs of the user.
b. is generally more costly than primary data.
c. is generally less accurate than primary data.
d. is hard to locate.
e. is only available in “hard copy” formats.
Not-at-home nonresponse bias is most affected by sample size.
a. True
b. False
It is possible to compare the absolute magnitude of numbers when measurement is
made on the basis of an interval scale.
a. True
b. False
Which of the following is TRUE?
a. Noncoverage, nonsampling error is best treated by increasing the sample size that is
selected.
b. Noncoverage, nonsampling error is essentially a sampling frame problem and if clear,
complete, up-to-date sampling frames exist, noncoverage is not likely to be a problem.
c. While noncoverage can be a source of bias, overcoverage is not. In fact,
overcoverage may improve estimates as it means that the sample size is larger than
initially planned at no increase in cost.
d. Noncoverage bias is essentially eliminated with quota samples.
e. Noncoverage error can be statistically estimated.
While giving guidelines to her field interviewing staff, a researcher states, “I want you
to interview every tenth customer entering a Kmart store at the following key sites.”
This is an example of sampling.
a. judgment
b. quota
c. sequential
d. systematic
e. convenience
Compare and contrast focus and nominal groups
Compare and contrast descriptive and causal research designs.
Almost all marketing research projects should start with a(n)___________.
The use of scanner technology to “read” responses on paper surveys and to store these
responses in a data file is called ____________________.
Because both nominal and ordinal measures are easily used to group respondents or
objects into groups or categories, researchers often refer to these types of measures as
____________________.
A test market in which the company sells the product through normal distribution
channels is called a(n)
____________________.
A(n)_________-sample is a nonprobability sample chosen
so that the proportion of sample elements with certain characteristics is about the same
as the proportion of the elements with the characteristics of the target population.
The key feature of a diary panel is that a representative group of individuals or
households keeps track of purchases or products consumed over a period of time.
__________error arises because of a failure to include some part of the defined
population in the sampling frame.
The three major considerations in test marketing are
_____________________,______________________ and ____________________