It is never prudent to search secondary data until you have fully consulted the primary
data you have collected.
Self-administered surveys place a very high premium on proper questionnaire design.
A preferred seating arrangement in a focus group should allow each participant to see
the leader of the focus group but not one another.
Applied research addresses specific problems, and this type of research represents the
vast majority of marketing research studies.
Photo-elicitation is a qualitative research technique demonstrated to understand the
nuances of global markets.
Secondary information is collected by research companies and made available to clients
who again sell the information to secondary markets.
Supervision and validation are ways the marketing research industry controls for
interviewer cheating.
Coding refers to placing numbers on the questionnaire to facilitate data entry after the
survey is completed.
Focus groups should be used when something must be predicted or forecast with
precision.
If you plotted data between two variables and the points all fell precisely in a straight
line that was sloping upward to the right, your correlation coefficient would be equal to
+1.0.
Which of the following marketing information system components provides studies
conducted for specific situations facing the company?
A) marketing intelligence system
B) marketing research system
C) consumer information support system
D) decision support system
E) internal reports system
When a variable exerts influence on the dependent variable but is not an independent
variable, we refer to it as a(n):
A) influencing variable.
B) extraneous variable.
C) unwanted variable.
D) complex variable.
E) effect variable.
Frito-Lay brand managers want to know which of three proposed end-aisle displays
work the best in terms of catching consumers’ attention. They set up prototypes of the
three displays in three supermarkets and visit each to observe consumers’ head
movements as they approach each display. Which observation technique would the
managers be using?
A) direct
B) past records
C) archives
D) indirect
E) in-store observation
Which type of data refers to data that have been gathered by someone other than the
researcher and/or for some other purpose than the research project at hand?
A) basic data
B) unrelated data
C) published data
D) primary data
E) secondary data
Which of the following is a NOT a disadvantage of person-administered surveys?
A) They are slower than other methods.
B) They are more expensive.
C) They are prone to errors.
D) They are rigid, not adaptable.
E) Respondents may fear interview evaluation.
Which of the following best describes CRM?
A) Certificate for Records Management; awarded by the MRA after passing certain
record-keeping requirements
B) Customer Relationship Management; the use of internal databases to strengthen
customer relationships
C) Certified Records Manager; awarded by the MRA for successfully passing a series
of courses related to database management
D) Customer Requirement Mandate; referring to customer requests that must be
honored at all costs
E) None of the above; there is no such thing as CRM.
Which of the following is NOT a component needed for SSI’s Formula for determining
how many telephone numbers are needed?
A) incidence rate
B) completion rate
C) working phone rate
D) completed interviews required
E) number of qualified interviewers
Research questions do NOT measure which of the following?
A) attitudes
B) beliefs
C) behaviors
D) ideas
E) demographics
A kitchen appliance company has seen domestic markets become saturated over the
past decade. Seeking new avenues of growth, in what way can the firm’s decision
makers use market research to find a sizable international market segment to pursue?
A) target market selection
B) product research
C) distribution research
D) promotion research
If a population were not distributed symmetrically, you would use:
A) simple random sampling.
B) systematic sampling.
C) cluster sampling.
D) stratified sampling.
E) unbalanced sampling.
When a proportionate stratified sampling plan is used, the weighted mean formula:
A) should be used to ensure statistical efficiency.
B) should be calculated using the weights represented by the proportions.
C) should not be used.
D) should be used if the sample size is greater than 100.
E) should be used only if time constraints permit.
Simple random sampling is an appealing method because:
A) it meets the requirements to obtain a probability sample.
B) it can be used to derive unbiased estimates of population characteristics.
C) it guarantees every population member has an equal chance of being selected.
D) it results in a valid representation of the population.
E) all of the above
What type of descriptive research study measures a population at only one point in
time?
A) sample observations
B) cross-sectional studies
C) longitudinal studies
D) “point in time” studies
E) “one point in time” studies
The body of the report does not contain the:
A) conclusions.
B) executive summary.
C) introduction.
D) results.
E) method.
It is “true” to say that, in practice, you can estimate variability in the population by
using one of three methods: (a) set pq to the most conservative amounts of 50
percent/50 percent, (b) estimate pq based upon prior research studies, or (c) conduct a
pilot study.
What is used to determine whether a nonmonotonic relationship exists between two
nominal-scaled variables?
A) tabulation analysis and t tests
B) cross-tabulation and chi-square tests
C) cross-tabulation and t tests
D) tabulation analysis and chi-square tests
E) only t tests
Doss is vice president of marketing research for General Mills. The chefs at General
Mills bring three new cookie recipes to Doss. Doss wants to know which of these three
cookie recipes would be most preferred by consumers. Which component of General
Mills’ MIS would Doss use in order to provide him with this information?
A) internal reports
B) marketing research
C) marketing intelligence
D) marketing decision support system
Which of the following data collection modes allows for recruitment and training to be
conducted at a central location, monitoring of the actual interviews by a supervisor,
checking of completed interviews “on the spot,” and control of interviewers’ schedules?
A) drop-off survey
B) CATI or CAPS
C) central location telephone interviewing
D) traditional telephone interviewing
E) central location mall intercepts