The hypothesized population parameter value can be determined using either a
percentage or a mean.
The terms “greater than” or “less than” are most commonly used in ordinal scale
measurement techniques.
Tracking studies gather data from retail stores by using either scanner data or by
conducting retail-store audits.
Leading the respondent refers to attempting to influence the respondent’s answers
through wording, voice inflection, or body language.
The desired accuracy should NOT be considered in order to calculate the proper sample
size. This is because accuracy cannot be determined until the data are collected and
analyzed.
An example of deception in marketing research is to observe shoppers in a supermarket
without their permission.
A graph of the relationship between accuracy and size of the sample shows that
accuracy decreases as sample size increases.
Quantitative techniques deal with the ‘soft side” of marketing research.
One of the disadvantages of computer-administered surveys is that they cannot depict
pictures, video, or other graphics to the respondent.
The skip interval used in systematic sampling is computed by dividing the population
list size by the sample size.
Although useful information, geodemographic information is limited in that one must
use only pre-defined geographical boundaries such as cities, counties, or state
definitions.
Managers should conduct marketing research if the cost of the research is less than the
value expected from conducting the research.
Sample error may only be determined after data have been collected. Even if we know
the level of confidence, an estimate of variability (pq) and the sample size, n, we cannot
compute the amount of sample error we can expect to experience.
Which of the following is the wrong way to ask if someone has viewed an episode of
Lost?
A) Have you ever seen Lost?
B) Do you always watch Lost?
C) Have you never watched Lost?
D) Have you ever watched and recorded an episode of Lost?
E) All of the above should be avoided.
The written research report can be grouped into three sections, which are:
A) body, introduction, and ending.
B) introduction, body, and end matter.
C) executive summary, appendices, bibliography.
D) front matter, body, and end matter.
E) title page, executive summary, body.
A sampling company that has worldwide capabilities and many different sampling
options, such as Internet samples, business-to-business samples, and so on, that was
highlighted in the textbook is:
A) Samples-R-Us.
B) Survey Sampling International.
C) World Wide Survey Samples, Inc.
D) Sample Surveys.
E) Sampling Options.
________ are assertions that certain reactions will take place if certain decision
alternatives are implemented.
A) Decisions
B) Conclusions
C) Recommendations
D) Assumptions
E) Symptoms
A loaded question is a question that:
A) asks the same thing over and over.
B) places undue emphasis on some aspect of the topic.
C) is two different questions posed as one.
D) has buried word elements that make references to universal beliefs.
E) uses words that most respondents would not understand.
As the marketing research industry evolves, traditionalists question whether the
challenges posed by ________ threaten to render the industry obsolete.
A) the explosion of technological tools and providers
B) the mistreatment of respondents
C) an over-focus on technique
D) commoditization
E) outdated pricing models
Which of the following is NOT an advantage of self-administered surveys?
A) reduced cost
B) respondent can control the pace of the survey
C) no interviewer apprehension
D) considerable interviewer-evaluation apprehension
E) respondents may be more honest without an interviewer
Which type of relationship is described by relationships that may be S-shaped or
J-shaped?
A) causal relationship
B) linear relationship
C) curvilinear relationship
D) nonmonotonic relationship
E) irregular relationship
Which of the following is true regarding secondary data?
A) Obtaining secondary data is more expensive than collecting primary data.
B) It should always be sought second, after primary data.
C) It refers to data that has already been collected.
D) It takes a lot of time to collect secondary data.
E) It is collected specifically for solving the problem at hand.
A(n) ________ should be made by a firm’s management once the probable cause of a
symptom is identified.
A) conclusion
B) recommendation
C) decision
D) budget
E) objective
Which of the following statements best illustrates the concept of the “level of
confidence” or z value chosen in sample size formulae?
A) By setting z at 1.96 it means that the manager could expect, if she conducted the
survey many, many times, the value of p would fall within the sample error range 95
percent of the time.
B) By setting z at 1.96 it means that the manager could expect, if she conducted the
survey many, many times, the value of p would fall within the sample error range 5
percent of the time.
C) By setting z at 2.58 it means that the manager could expect, if she conducted the
survey many, many times, the value of p would fall within the sample error range 95
percent of the time.
D) By setting z at 1.96 it means that the manager could expect, if she conducted the
survey many, many times, the value of p would fall within the sample error range 99
percent of the time.
E) By setting z at 2.58 it means that the manager could expect, if she conducted the
survey many, many times, the value of p would fall within the sample error range 1
percent of the time.
Which of the following would be defined as the percentage of respondents that qualify
for a survey based on criteria such as age, income, and race?
A) demographic incidence
B) geographic incidence
C) demographic occurrence
D) product incidence
E) customer data
What type of experiment involves manipulating the independent variable and
measuring the dependent variable in a natural setting?
A) extraneous experiments
B) field experiments
C) laboratory experiments
D) naturalistic experiments
E) eco-experiments