Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of
estimating the socioeconomic characteristics of prospective sites. This is an example of
a. Direct observation.
b. Archives.
c. Indirect observation.
d. Experiment.
e. None of the above.
Which of the following is NOT a common activity of a marketing research department?
a. Determining the most efficient production sequences for a plant.
b. Identifying the most effective type of ad from several alternatives.
c. Assessing the impact(s) of changes in the marketing mix for a good marketing
promotion.
d. Establishing sales territory quotas.
e. Both C and D are uncommon activities of the marketing research department.
A split-ballot refers to
a. the practice of using different phrasing or different orders for the alternatives on
subsets of questionnaires to combat order bias.
b. the practice of splitting the questionnaire responses in half for more accurate
analysis.
c. an administrative procedure in state elections.
d. averaging in scale construction.
e. None of the above.
If possible, researchers should attempt to conduct strategy-oriented research.
a. True
b. False
Which of the following is FALSE?
a. When using the funnel approach to questionnaire design, the researcher will start
with broad questions and progressively narrow the scope of further questions.
b. Classification information is the heart of the survey and is so called because it will be
classified into the appropriate categories of the dummy tables.
c. Target information should be secured first and classification information last.
d. In dealing with sensitive issues when designing a questionnaire, the preferred
alternative is to avoid these types of questions altogether, if at all possible.
e. One way of dealing with sensitive questions is to hide them in a group of more
innocuous questions.
While a goal of the research process is to minimize total error, even the best projects
contain error of one kind or another. Error can enter at______________of the process.
a. The problem definition stage
b. The data collection stage
c. The data analysis stage
d. The information reporting stage
e. Any stage
The largest producer of marketing facts is:
a. Non-profit organizations.
b. Polling organizations, like Gallup.
c. Consumer product companies.
d. The Federal Government.
e. The media.
Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are
down for all breweries. This is an example of which kind of problem?
a. A firm problem
b. A consumer problem
c. A perception problem
d. An industry problem
e. An ethical problem
Typical examples of control problems associated with test marketing are
a. lack of cooperation of retailers.
b. over-attention to in-store conditions, such as always-stocked shelves.
c. attempts by competitors to sabotage test market results.
d. Both A and C.
e. A, B, and C.
What kind of research focuses on describing a population, often emphasizing the
frequency with which something occurs or the extent to which two variables are
related?
a. Descriptive
b. Exploratory
c. Primary
d. Secondary
e. Causal
Tom was given the task of assigning numbers to each of the classification categories.
For example, Freshman were assigned a 1, Sophomore a 2, and so on. This is known as
the process of Assigning.
a. True
b. False
Data analysis hinges on which of the following considerations about the variable(s) to
be analyzed?
a. Will the variable be analyzed in isolation or in relationship to one or more other
variables?
b. What type of analysis is required by the project sponsor?
c. What level of measurement was used to measure the variable(s)?
d. Both a and c.
e. All of the above are considerations about the variable(s) to be analyzed.
Which of the following statements about sampling errors are TRUE?
a. They are more manageable than other kinds of errors.
b. Estimating sampling error can correct for errors caused by the questions themselves.
c. Increasing the sample size can reduce sampling error.
d. All of the above.
e. Both a and c.
The main purpose of marketing research brought about by planned change is to:
a. Decide how to implement change.
b. Find out what is happening and why.
c. Describe changes in the internal environment.
d. Describe changes in the external environment.
e. Capture and evaluate the new idea.