Which of the following is an example of secondary data?
a. An online survey to gather demographic information on product purchasers
b. Existing data compiled from product warranty registration cards
c. Published industry statistics
d. All of the above are types of secondary data
e. Only B and C are secondary data
Meeting with the client should be done at the earliest stages of a research project for
which of the following reasons?
a. To avoid duplicating efforts.
b. Because it is essential that managers and researchers are able to communicate openly.
c. To get as much information as possible from the manager with respect to the
problem/ opportunity.
d. Both B and C are correct.
e. None of the above are correct.
Which of the following characteristics should NOT affect the content of the research
report?
a. The reader’s technical sophistication.
b. The reader’s interest.
c. The circumstances surrounding the research.
d. The intended use of the report.
e. The researcher’s technical sophistication.
The most technically oriented material in the report will usually be found in the
a. Appendix.
b. Introduction.
c. Summary.
d. Conclusions and Recommendations.
e. Bibliography.
A frequency analysis reveals that the percentage of men owning Dalmatians is 9.93472.
Which of the following is the best way to display this finding?
a. 9.93472%
b. 9.93%
c. 10%
d. 9%
e. 9.9%
Which of these sampling frames is most likely to produce the largest noncoverage bias
problem?
a. Declared marketing majors in the College of Business
b. The metropolitan area telephone book
c. A department store’s charge account customers
d. Heads of households in the graduate student apartment complex
e. Clients of an insurance office
The FactFinder Research firm conducted a survey for a national food manufacturer and
one of the issues addressed by the research was to determine how many pounds of fish
were annually consumed per capita. In the survey they found one person who consumed
only one pound of fish per year while 10 people reported 200 pounds per year. The
range was
a. 200
b. 1 to 2,000
c. 201
d. 199
e. None of the above.
In probability samples, the probabilities of each element being included must be
a. known.
b. nonzero.
c. equal.
d. known and equal.
e. known and nonzero.
Olive Garden restaurants know that customers drink beverages for lunch and alcoholic
drinks at supper. This is an example of an associative type of relationship.
a. True
b. False
Which of the following is FALSE?
a. Structured-undisguised questioning produces more reliable results, although this
greater reliability may be obtained at the loss of some validity.
b. When replies are limited to fixed answers as in structured-undisguised
questionnaires, there is the minimum possibility for the respondent to misunderstand
the meaning intended by the interviewer and vice versa.
c. The responses as well as the questions are standardized in a structured-undisguised
questionnaire.
d. One shortcoming of the structured-undisguised question is that it often does not
allow an expression of strength and feeling.
e. In structured questions the frame of reference is often obvious from the alternatives.
Ideas about possible research problems can come from:
a. The client during the process of clarifying the problem.
b. Exploratory research.
c. The researcher’s experience.
d. All of the above.
e. None of the above.
An analyst has a set of normally distributed intervally scaled data resulting from two
observations on the same sample of subjects, and he wishes to investigate if there is any
difference in these two means. The appropriate statistical procedure is
a. z-test for difference in two means.
b. Analysis of variance (ANOVA).
c. paired samples t-test.
d. chi-square goodness-of-fit test.
e. regression analysis.
The lower the response rate, the
a. more likely it is that response error will affect research results.
b. less likely it is that response error will affect research results.
c. more likely it is that noncoverage error will affect research results.
d. less likely it is that nonresponse error will affect research results.
e. more likely it is that nonresponse error will affect research results.
Peoplemagazine conducts an annual survey across 25 Asian countries and asks
respondents to rate automobiles across 30 attributes. The questions ask the consumers
to rate each brands from 1=low to 5=high on quality, value, image, price, etc. This is an
example of
a. self-report attitude measures.
b. measuring attitude using physiological reaction.
c. indirect technique to measure attitude
d. direct observation of attitude-related behavior.
e. performance of objective tasks to determine attitudes.
Refer to Scenario 18.2. What will be the average contribution to sales of one additional
salesperson?
a. $35.80
b. $141,000
c. $35,800
d. $141.00
e. More information is needed to answer this question.
Disadvantages of standard test markets include all of the following EXCEPT
a. cost.
b. time.
c. security.
d. All of the above are problems associated with standard test markets.
e. None of the above represents problems with standard test markets.