Test markets do not yield infallible results. Sometimes test markets lead to the wrong
decision.
Long paragraphs in a report are advisable because they show thoroughness.
Experience surveys are carried out in order to assess the experience levels of several
marketing research firms in order to select the most appropriate firm to conduct the
project.
Conducting a nationwide telephone survey of several thousand persons using a
representative sampling plan would be an example of quantitative research.
One method of collecting marketing tracking data at the household level is by providing
panel members with wands or scanners that they use to scan the UPC codes on the
products they purchase.
Brand preference, brand awareness, and brand recall are examples of constructs.
Tracking consumer attitudes and opinions is not the kind of information that is available
from standardized information firms.
One advantage of the Gallup Poll is that the company has been tracking the same
attitudes and opinions over many years, and business executives can track how these
attitudes, such as attitudes toward private brands, are changing.
Third-person technique uses administrators to oversee the work of field data collection
workers.
A flow diagram is a type of line graph.
iReportWriting Assistant provides an overall discussion of the research report from the
research step through the final revision step.
Computer-assisted questionnaire design programs try to ease the researcher’s task in
designing questionnaires and often include “question libraries,” which contain standard
questions for constructs often measured in marketing research studies (such as
importance, satisfaction, or usage).
A common ethical code among major associations is to ensure that research released for
public information will contain information to ensure transparency. This code falls into
the category of:
A) fair dealings with respondents.
B) fair dealings with clients and subcontractors.
C) maintaining research integrity.
D) concern for society.
E) raising ethical sensitivities.
Which of the following correlation coefficients would indicate a “moderate”
association?
A) .85
B) -.85
C) -.75
D) .35
E) .60
An overstated question is one that:
A) asks the same thing over and over.
B) is two different questions posed as one.
C) places undue emphasis on some aspect of the topic.
D) cues the respondent how to answer.
E) uses words that most respondents would not understand.
________ is (are) a key driver for revenues in the marketing research industry.
A) The global economy
B) National or regional economies
C) The unemployment rate
D) Growth industries around the world
E) Corporate profits
Which single characteristic is unique to a nominal type of measurement?
A) description
B) order
C) distance
D) origin
E) numbers
Using a table of random numbers to draw a simple random sample requires that every
member of the ________ must be uniquely identified (i.e., numbered).
A) population
B) sample
C) numbers
D) tables
E) sample unit
Which of the following may be used to overcome the problems of unlisted and new
telephone numbers in a telephone directory?
A) systematic sampling
B) random digit dialing
C) CATI systems
D) a different format
E) an online phone directory
External secondary data may be grouped into which three sources?
A) published, syndicated services data, and databases
B) published, nonpublished data, and other electronic sources
C) syndicated services data, external data, and complex data
D) fields, records, databases
E) published, fields, CRMs
One of the advantages of systematic sampling is that:
A) it is more representative in the final analysis.
B) the listing of the population may contain hidden periodicities.
C) the listing of the population can have sample frame error.
D) it has “economic efficiency”; it is less time consuming and easier to select.
E) it has very little problem with sample frame error.
Which type of data refers to information that is developed or gathered by the researcher
specifically for the research project at hand?
A) basic data
B) related data
C) proprietary data
D) primary data
E) secondary data
Professors at Texas A&M University conducted research to determine the best way to
measure customer satisfaction with services. Their method was published in the
Journal of Marketing and may be used by any firm wishing to measure their own
customers’ satisfaction levels. This would be an example of:
A) basic research.
B) customer services research.
C) research applied to specific problems.
D) research aimed at identifying market opportunities.
An experimental design is a procedure for ensuring that:
A) the change in the dependent variable may be solely attributed to the change in the
independent variable.
B) the change in the independent variable may be solely attributed to the change in the
complex variable.
C) the change in the dependent variable may be solely attributed to the change in the
extraneous variable.
D) any and all effects on all experimental values are measured.
E) the manipulation made on the complex variable is accurately measured.
If we assume the “highest” amount of variability when estimating pq, then pq are:
A) 50, 50.
B) 1, 99.
C) 0, 10.
D) 1, 5.
E) 0, 5.
Some researchers believe that a mid-point, or neutral position, should NOT be included
in a scale question because:
A) it violates the statistical assumption of symmetry.
B) it creates an odd number.
C) it allows respondents to dodge or hide their feelings.
D) it creates a problem in trying to code the scale items.
E) it creates a problem in terms of how you value the mid-point in the calculation of
statistics.
“Are you satisfied with the restaurant’s food and service?” is an example of what kind
of question?
A) double-barreled
B) overstated
C) leading
D) loaded
E) focused
In which technique below are consumers’ values determined, followed by determining
which product or service attributes would be viewed as a means of achieving a desired
value? For example, it is determined that “good health” is highly valued and ‘soy
products replacing beef” is viewed as a means of achieving “good health.”
A) value salience analysis
B) qualitative value interviews
C) quantitative value interviews
D) laddering
E) value gradient analysis
Probability samples are those for which the members of the population:
A) can be found for survey purposes.
B) all have a chance of being included in the sample.
C) have an unknown chance of being included in the sample.
D) whose responses may be predetermined with some known probability.
E) are likely to have been sampled before.