Disadvantages of using in-home interviewing to collect research data include the
potential for interviewer bias and poor sample control.
Promised incentives are incentives that are included with the survey or questionnaire.
In multiple regression, the strength of association is measured by the square of the
multiple correlation coefficient, which is called the coefficient of multiple
determination.
The one-group pretest-posttest design is a quasi-experimental design that involves
periodic measurements on the dependent variable for the group of test units.
In advertising testing, attitude toward the brand was measured for respondents of a
sample before and after seeing an ad for a brand. A one-sample t-test would then be
used to evaluate whether the ad had any effect on attitude toward the ad.
The random group is a preexperimental design in which a group of test units is
measured before and after exposure to the treatment.
Competitive intelligence(CI) may be defined as the process of enhancing marketplace
competitiveness through a greater understanding of a firm’s competitors and the
competitive environment.
The typical range for sample size in problem solving research, product tests and test
marketing studies is 300-500 respondents.
Objects that possess the information the researcher seeks and about which the
researcher will make inferences is called an element.
Deleting the question from the survey is an alternative for the treatment of
unsatisfactory responses.
The Nielsen BrandLift is designed to provide marketers with effectiveness
measurement for Facebook advertising.
Multivariate statistical techniques are appropriate for analyzing data if there are several
measurements of each element and each variable is analyzed in isolation.
The use of social media community members’ stories as illustrations of statistical
findings in reports or executive presentations can be misleading and should not be
undertaken.
An observational research strategy in which mechanical devices, rather than human
observers, record the phenomenon being observed is called mechanical observation.
The process by which the raw data are transformed into new variables that have a mean
of 0 and a variance of 1 is called standardization.
The mean, mode, and median are associated with the measures of location of frequency
distribution.
Many marketing research projects do not go beyond basic data analysis.
Identification information is a type of information obtained in a questionnaire that
includes name, address, and phone number.
As the number of qualifying criteria for a research study increases, the incidence rate
will fall.
According to the text, interviewer cheating can be minimized through pretesting of the
questionnaires.
The cost of increasing the sample size in social media research goes up markedly.
Variables, other than the independent variables, that influence the response of the test
units are called extraneous variables.
A book containing coding instructions and the necessary information about variables in
the data set is called a codebook.
When using the chi-square statistic in cross-tabulation, the null hypothesis (H0) will be
rejected only when the calculated value of the test statistic is greater than the critical
value of the chi-square distribution with the appropriate degrees of freedom.
The KISS ’em principle stands for Keep It Short, Stupid!
Only software programs developed for the research industry should be used to enter
data, not programs such as Microsoft EXCEL.
Alternative-form reliability is a form of internal consistency reliability in which the
items constituting the scale are divided into two halves, and the resulting half scores are
correlated.
The collection of elements or objects that possess the information the researcher seeks
and about which the researcher will make inferences is called the target population.
The mean of a sample is the middle value when the data are arranged in ascending or
descending rank order.
The research design specifications or the methodology used to collect secondary data
should be examined to identify sources of bias.
Sampling control helps respondents focus on the specific content of the interview and
provide only relevant information.
When little is known about the problem situation, it is desirable to begin with
________.
A) causal research
B) descriptive research
C) exploratory research
D) observational research
E) conditional research
Initial questions in questionnaires that screen potential respondents to ensure they meet
the requirements of the sample are called ________.
A) double-barreled questions
B) filter questions
C) random questions
D) coefficient questions
E) requirement questions
________ are distinguished by the fact that the researcher can randomly assign test
units to experimental groups and also randomly assign treatments to experimental
groups.
A) Preexperimental designs
B) True experimental designs
C) Quasi-experimental designs
D) Statistical designs
E) Concurrent designs
Confidence intervals around sample means or proportions are estimated using the
________.
A) standard error formula
B) variance formula
C) standard deviation formula
D) confidence interval formula
E) reflexive value equation
A measure of how close the sample has come to the null hypothesis is called the
________.
A) level of significance
B) power of a test
C) test statistic
D) critical value
E) incidence of difference
Which of the following is the best example in which to apply causal research?
A) the Andrew Jergens Company periodically conducting surveys to measure
consumer’s perceptions, attitudes and use of soap bars and related personal care
products
B) to determine the relationship between sales promotion and advertising expenditures
and sales of Mercedes
C) to gain insights on why Nokia is losing market share in Asia
D) to understand how consumers evaluate the Home Depot brand compared to
competing brands
E) one-on-one depth interviews matching respondents and interviewers by gender
________ is an interviewer characteristic described as “works hard and sees work as
more than a job, but an expression of oneself.”
A) Work orientation
B) Aptitude
C) Third ear
D) Ability to woo
E) Expressiveness
Syndicated data are data that are collected and made available to all subscribers in
________.
A) standard format
B) moderated format
C) variable format
D) specialized format
E) contemporary format
Panel data’s advantages over survey data include all of the following EXCEPT:
A) changes in brand loyalty can be measured.
B) more committed respondents give more accurate information.
C) recall errors are eliminated when panelists record information at the time of
purchase.
D) human errors are eliminated if electronic devices are used.
E) minorities and low-education groups are most always represented in sufficient
numbers among purchase panel respondents.
According to the text, the range measures the spread of the data.
Which of the following models are used to isolate variables and to suggest directions of
relationships but are not designed to provide numerical results?
A) graphical models
B) mathematical models
C) verbal models
D) technological models
E) specific models
According to the text, ________ should be used when the researcher has reason to
believe that the respondent thinks of the topic in yes/no terms.
A) open-ended questions
B) multiple-choice questions
C) dichotomous questions
D) random questions
E) yay-nay questions
Which of the following measures of central tendency for a normal distribution is not
identical?
A) mean
B) median
C) mode
D) All are identical for a normal distribution.
E) none are identical
According to the text, identification information is usually positioned in which place in
the questionnaire?
A) at the beginning
B) right after the screening questions
C) in the middle
D) before the lifestyle questions
E) at the end
An advanced form of decision support system, called ________, uses artificial
intelligence procedures to incorporate expert judgment.
A) management information systems
B) transaction processing systems
C) expert systems
D) marketing information systems
E) total quality management
According to the text, ________ research is typically used to assess the environment
and diagnose problems.
A) problem-solving
B) problem-manipulation
C) problem-identification
D) problem-correction
E) problem exception
A disadvantage(s) of observational data would be ________.
A) attitudes, motivations and values can’t be assessed
B) perceptual differences among observers
C) infrequent behaviors are too expensive to record
D) B and C only
E) A, B, and C
All of the following represent factors that comprise the environmental context of the
problem EXCEPT:
A) resources of the firm.
B) objectives of the decision maker.
C) accounting practices used by the firm twenty years ago.
D) economic environment.
E) constraints of the firm.
Which of the following is NOT a step in the marketing research process?
A) problem definition
B) problem correction
C) research design formulation
D) report generation and presentation
E) data preparation and analysis
A measurement scale with five response categories ranging from ‘strongly disagree” to
‘strongly agree,” which requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related to the stimulus object is called
a(n) ________.
A) Likert scale
B) semantic differential
C) Stapel scale
D) opinion rating scale
E) penta scales
A measure of internal consistency reliability that is the average of all possible split-half
coefficients resulting from different splittings of the scale items is called coefficient
gamma.
Given space limitations, it is not feasible to employ more than one scaling method to
measure a given construct in social media.
The product moment correlation is also referred to as all of the following EXCEPT:
A) simple correlation.
B) bivariate correlation.
C) correlation coefficient.
D) Pearson correlation.
E) F-statistic.
Which of the following is NOT mentioned in the text as a primary criterion for
evaluating secondary data?
A) specifications
B) error
C) currency
D) availability
E) objective (why was the data collected?)
Which of the following filler words is appropriate to use during a presentation?
A) “uh”
B) “y’know”
C) “all right”
D) A and C
E) No filler words should be used during a presentation.
________ is a nonprobability sampling technique that attempts to obtain a sample of
convenient elements and leaves the selection of sampling units primarily to the
interviewer.
A) Convenience sampling
B) Snowball sampling
C) Simple random sampling
D) Systematic sampling
E) Window sampling
In a short essay, list and discuss at least five specific criteria that are essential for
evaluating secondary data.
A(n) ________ is the highest level of measurement and allows the researcher to identify
or classify objects, rank order the objects, and compare intervals or differences.
A) ratio scale
B) nominal scale
C) ordinal scale
D) interval scale
E) random scale
A ________ consists of a sample of respondents, generally households that have agreed
to provide information over an extended period.
A) focus group
B) panel
C) hypothesis
D) theory
E) research mix
Companies whose primary service offering is their expertise in collecting data for
research projects are called ________.
A) field services
B) Internet services
C) coding and data entry services
D) data analysis services
E) research directorates
In a short essay, describe a questionnaire and discuss the three specific objectives of a
questionnaire.
In a short essay, discuss the difference between nonprobability sampling and probability
sampling. Include a specific example of each type of sampling to support your answer.
In a short essay, list and discuss at least five situations in which exploratory research
can be applied.
In a short essay, discuss at least two applications of projective techniques and provide
three basic guidelines that can enhance the usefulness of these techniques.
In a short essay, discuss the relationship of measurement and scaling to the marketing
research process.
In a short essay, describe the process of properly training field workers. Next, list and
discuss the five phases of the interviewing process.
In a short essay, discuss the characteristics of bivariate regression.
In a short essay, describe an independent sample and list at least three hypotheses in
marketing that relate to parameters from two different populations.