You must conduct research to find out a great deal of information about potential
customers. You need a minimum of 300 people and you know that you don’t have a lot
of money to conduct the research, so you will use
a. in-office personal interviews. b. in-home personal interviews. c. focus group
interviews.
d. mail questionnaire.
e. observation research.
A histogram is a form of bar chart that is based on information from a frequency count.
a. True
b. False
A researcher divides the population of the purchasers of Brand X into heavy and light
users. He then chooses a random sample independently from each group. This is an
example of sampling.
a. nonprobability
b. random
c. judgmental
d. stratified
e. quota
Which of the following statements is(are) TRUE regarding coding?
a. The classes should always be mutually exclusive and exhaustive.
b. Multiple responses should never be coded.
c. Coding closed-ended questions is more difficult than coding open-ended questions.
d. Alphabetic codes should be assigned to the classes.
e. Both a and b are true statements.
In assessing awareness, a marketer might be interested in knowledge of
a. the product itself.
b. where the product is available.
c. what the product is used for.
d. the price of the product.
e. All of the above.
A small group of people brought together to discuss a topic of interest to researchers is
known as a(n):
a. Task force.
b. Guidance committee.
c. Experience group.
d. Focus Group.
e. Development Group.
In regard to internal and external validity
a. you can’t have one without the other.
b. procedures used to establish internal validity will also establish external validity.
c. they are matters of degree rather than all-or-nothing propositions.
d. neither is important in laboratory experiments.
e. internal validity is a much more important issue in marketing than external validity.
Causal research designs use to establish possible causal relationships.
a. focus groups
b. interviews
c. experiments
d. surveys
e. simulations
Histograms are used to
a. investigate the relation between two variables.
b. construct cumulative distribution functions.
c. construct cross tabulation tables.
d. determine the distribution of nonresponse errors.
e. determine the empirical distribution of a variable.
The physical appearance of a questionnaire is important in securing respondents’
cooperation, particularly for
a. personal interviews.
b. mail questionnaires.
c. telephone interviews.
d. All of the above.
e. Both b and c.
Convenience samples
a. take place at 7-11, Stop & Go or other convenience stores.
b. are nonprobability samples.
c. are typically not representative of the entire population.
d. Both a and b.
e. Both b and c.
Because_________and____________measures are similar when it comes to analysis,
many researchers refer to both types as continuous measures.
a. interval, ratio
b. nominal, interval
c. ordinal, ratio
d. nominal, ordinal
e. ratio, nominal
A researcher wants to interview members of the junior class in a local high school that
are interested in attending the local university in order to investigate their attitudes
concerning the university’s admissions policy. Although the researcher suspects that
many of the juniors are interested in attending, the researcher cannot get a list of juniors
but only has the names of the three students that have expressed their interest by writing
to the admissions office. What sampling procedure should the researcher use to
assemble a sample of adequate size?
a. Simple random sampling
b. Referred sampling
c. Snowball sampling
d. Convenience sampling
e. Quota sampling
An analyst wishing to present the results of a study investigating the estimated total
consumption of the product by social class should probably use a chart.
a. pie
b. line
c. stratum
d. bar
e. divided bar
Exploratory studies are very inflexible with regard to methods.
a. True
b. False
Refer to Scenario 17.1. What is the response rate in this particular situation?
a. 80%
b. 73%
c. 70%
d. 62%
e. 41%
Data should only be added to a Decision Support System (DSS) database if they:
a. Do not violate privacy protection.
b. Are relevant marketing data.
c. Can be put into a truly accessible form.
d. All of the above are reasons to add data to a DSS database.
e. Only B and C are reasons to add data to a DSS database.
Blame for response errors can lay with the researcher, respondent or both.
a. True
b. False
The success of the case analysis approach depends upon the researcher’s ability
to___________mass of information that is collected across cases.
In a(n)________________ setting, subjects are observed in the environment where the
behavior normally takesplace.
______________control concerns the ability to identify, reach, and receive answers
from population members.
Marketing research became a significant business activity after World War II when the
economy changed from a production orientation to a(n)
_________________orientation.
While the chi-square test indicates whether two variables are independent, it doesn’t
measure the
____________________ when they are dependent.
Discuss at least five (5) rules researchers should keep in mind in trying to develop
bias-free questions.
The ability of a data collection technique to provide many types of primary data is
known as ____________________.