A consumer likes the restaurant Red Lobster and answers “Very Satisfied” to a survey
about many dimensions of the restaurant without really paying attention to each specific
dimension, such as price, product quality, atmosphere, and so on. This is an example of
what is known as the halo effect.
Internal validity, carried out through field experiments, measures the extent to which the
relationship between independent, dependent, and complex variables holds up in the
real world.
In regression, the variable being predicted, y, is known as the dependent variable.
Sample surveys are descriptive, cross-sectional studies.
We would use cross-tabulation if we wanted to visualize the nonmonotonic relationship
between two nominal scaled variables.
There are three types of research designs: exploratory research, descriptive research,
and causal research.
If a question has multiple possible answers, such as a question that asks a respondent to
“indicate all that apply,” it requires special consideration in terms of coding.
When testing the difference between two percentages from two independent samples,
SPSS will not make this calculation. You must do it by hand.
Using a device attached to a family’s TV or recording a sales presentation in a
laboratory are examples of overt observation techniques.
The standard error will increase if sample size is increased.
Exploratory research is best utilized when little is known about the problem.
If an experiment did not have a representative sample, this would be considered a threat
to the experiment’s external validity.
The choice of a research design depends largely upon the research objectives.
In reversals of scale endpoints, instead of putting all of the negative adjectives on one
side and all the positive ones on the other side, a researcher will switch the positions of
a few items.
Multicollinearity refers to correlations among the dependent variables and makes
predictions much more accurate because predicting one variable also allows you to
predict the correlated variable(s).
The third-person technique is useful in:
A) reducing fatigue by bringing in another interviewer.
B) reducing falsehoods and nonresponse.
C) reducing attention loss and misunderstanding.
D) reducing fieldworker cheating.
E) introducing third-party supervisors to supervise interviewers.
Which of the following is NOT a figure?
A) graph
B) chart
C) map
D) picture
E) table
The ________ is the arithmetic average of a set of numbers.
A) multiple
B) matrix
C) mode
D) mean
E) median
Which form of regression is useful when the researcher has many independent variables
and wants to narrow the set down to a smaller number?
A) multiple component reduction
B) stepwise multiple regression
C) variance deflation regression
D) variance inflation regression
E) narrow regression
A correlation coefficient is an index number constrained to fall between the range of:
A) 0 and 1.00.
B) 0 and 100.
C) -1.00 and +1.00.
D) -1.00 and 0.
E) -100 and 0.
The most popular form of accessing data is:
A) telephone surveys.
B) online surveys.
C) in-home surveys.
D) face-to-face intercepts.
E) focus groups.
If we were to ask college students, “To what extent do you value a college degree?”,
which type of sample plan would be most appropriate?
A) Any probability sampling plan would be useful.
B) a stratified sample because we would expect the answers to vary by strata: freshmen,
sophomore, junior, and senior
C) a cluster sample because we would expect the answers to vary by cluster: freshmen,
sophomore, junior, and senior
D) an area sample because we would expect the answers to vary by area: freshmen,
sophomore, junior, and senior
E) an area sample because we would expect the answers to vary by area: freshmen,
sophomore, junior, and senior, with seniors more heavily sampled
If you were to graph sample accuracy and sample size, which of the following
generalizations would be most accurate?
A) Accuracy is very low, even with small sample sizes of 50 or below.
B) Accuracy constantly increases as sample size increases; a sample of 2,000 is four
times more accurate than a sample of 500.
C) With increases in sample size, sample accuracy decreases.
D) We cannot graph sample size and accuracy because we must also include the level of
confidence and the variability within the sample data.
E) Accuracy increases rapidly when sample size increases up to about 500 and then
levels off.
Jeff is the president of a bank. He wants to find out the satisfaction level of his
customers in Dallas on certain dimensions such as friendliness of employees,
convenience of location, and availability of loans. Jeff needs to conduct:
A) exploratory research.
B) descriptive research.
C) causal research.
D) prescriptive research.
E) diagnostic research.
In a marketing research report, recommendations should:
A) always be included.
B) never be included.
C) be included if agreed upon by the researcher/client.
D) be carefully edited.
E) be based on familiarity with the client.
Which of the following best describes recommendations in a marketing research report?
A) suggestions for how to proceed based upon the conclusions
B) guidelines for how to proceed based upon the conclusions
C) suggestions for how to proceed based upon the limitations
D) guidelines for how to proceed based upon the limitations
E) guidelines for how to proceed based on the methodology
Which section of the marketing research report contains the major portion of the report
and presents the findings of the research?
A) method
B) body
C) results
D) conclusions
E) introduction
Which of the following is true of symptoms?
A) The role of a symptom is to help recognize opportunities.
B) Symptoms are problems that need immediate assessment.
C) Symptoms work as signals that alert us to a problem.
D) Perceived changes in the behavior of some market factor are not symptoms.
E) There is no possible way to identify symptoms early.
Nielsen’s service that is designed to gather and report WOM or online “buzz” about
companies and their products and services is known as:
A) Online Reporter.
B) WOMDataMetrics.
C) NielsenBlogMagnet.
D) BuzzMetrics.
E) WOMSphereReporter.
Which of the following is NOT an unintentional respondent error?
A) misunderstanding
B) guessing
C) attention loss
D) nonresponse
E) distractions