The body of the report consists of the following: introduction, research objectives,
methodology, results, limitations, and conclusions and recommendations.
The American Community Survey (ACS) may represent the most significant change in
the availability of secondary data to be used for marketing research purposes in several
decades.
Respondent cooperation refers to the general willingness of people to participate in
research.
An advantage of in-office interviews is that they have low costs.
The standard error will increase if the variation (standard deviation) is increased.
Break-offs and item omissions are categorized under sampling errors.
Associative analysis procedures identify if there are consistent and systematic
relationships between variables.
A finite multiplier is an adjustment factor that should be used when the sample size is
small, relative to the population size.
Because shopping malls usually draw customers from a large area, they excel in terms
of providing representative samples.
Self-administered surveys eliminate interview evaluation apprehension.
Longitudinal studies are called such because they are very long, complex surveys. They
have large sample sizes and require several months to complete the data analysis.
Quota samples refer to samples obtained by bid.
Screening questions are used to screen out questions that are deemed to be too difficult
or ambiguous for respondents.
As long as different, independent samples are being tested, it is appropriate to run the
paired samples test for the differences between two means on one sample’s mean height
(measured in feet/inches), versus another sample’s mean weight (measured in
pounds/ounces).
The most significant factor in calculating sample size (n) is the size of the population
(N). For example, if you calculated that you needed a sample size of 300 in order to
have an accurate sample for your hometown, it would take at least 10 times this
amount, or about 3,000, in order to have an accurate sample representing the entire
United States.
The square of standard deviation is known as:
A) a median.
B) variance.
C) standard deviation.
D) sample size.
E) range.
The ________ procedure is used to produce descriptive statistics for variables with
nominal or ordinal scaling.
A) ANALYZE-DESCRIPTIVE STATISTICS-RATIO
B) ANALYZE-DESCRIPTIVE STATISTICS€FREQUENCIES
C) ANALYZE-DESCRIPTIVE STATISTICS-DESCRIPTIVES
D) ANALYZE-DESCRIPTIVE STATISTICS-EXPLORE
E) ANALYZE-DESCRIPTIVE STATISTICS-CROSSTABS
Which of the following is defined as determining if and how much of a property is
possessed by an object?
A) scale level
B) attributes of properties
C) subjective and objective properties
D) measurement
E) intensity determination
When a researcher is called in after the management has defined the problem, the
researcher should:
A) bring in a fresh, unbiased view of the problem statement.
B) accept management’s definition of the problem and start the study.
C) ensure that the research is done with maximum accuracy in the shortest possible
time.
D) turn the management’s statement of the problem into a generally defined research
objective.
E) conduct a self-analysis on his capabilities.
Knowledge Networks provides clients with access to a representative group of Latino
households who have agreed to answer research questions sent to them by the research
service. Knowledge Networks is performing a(n) ________ research study.
A) panel
B) lead-user survey
C) case analysis
D) experiment
E) focus group
Clay Holladay owns a chain of radio stations. The advertising time he sells to
advertisers is directly related to the number of persons who are listening to each station
in each radio market. Clay purchases estimates of the number of persons who listen to
the different radio stations in each market from Arbitron, a marketing research firm. In
every radio market Arbitron gathers the same data; the number of persons listening to
every program on each station as well as their age and gender. Arbitron records this
information in a database and they offer it to every person who wishes to subscribe to it
for a fee. Arbitron is an example of a:
A) syndicated processing firm.
B) syndicated data services firm.
C) packaged services processing firm.
D) standardized services firm.
E) micromarketing firm.
Once the decision alternatives for a problem are decided upon, a manager must try to
determine the:
A) next step in the marketing research process.
B) consequences of the alternatives.
C) reasons for the alternatives.
D) definition of the problem.
E) research objectives of the study.
Based on the AMA’s definition of marketing research, which of the following is NOT
one of the uses of marketing research?
A) to identify and define marketing opportunities and problems
B) to solve general, not specific, marketing problems
C) to generate, refine, and evaluate marketing actions
D) to monitor marketing performance
E) to improve marketing as a process
The proper command sequence in SPSS to generate a confidence interval for a mean is:
A) ANALYZE-COMPARE MEANS-ONE-SAMPLE T TEST.
B) ANALYZE-COMPARE MEANS-MEANS.
C) ANALYZE-COMPARE MEANS-PAIRED SAMPLE T TEST.
D) ANALYZE-COMPARE MEANS-INDEPENDENT SAMPLE T TEST.
E) ANALYZE-COMPARE MEANS-ONE-WAY.
Gareth was woken up from his sleep by a cold call from an interviewer. Since the
subject of the survey was of Gareth’s interest, Gareth entertained the caller even though
he was sleepy. As a result, Gareth answered some questions without really paying
attention. Which type of data collection error is evident here?
A) cheating
B) attention loss
C) misunderstanding
D) distraction
E) nonresponse
An ethical issue arises in the marketing research industry when researchers are asked to
conduct marketing research on topics such as: how to get more teens to smoke and how
to develop Saturday a.m. TV ads, directed at children, whose purpose it is to increase
sugar consumption.
If you were conducting a telephone survey of households using random digit dialing
numbers and you determined that you needed a sample size of 1,100, which of the
following would be most accurate?
A) You would need to obtain exactly 1,100 telephone numbers to call.
B) You would need to obtain far less than 1,100 telephone numbers because you know
that many will not answer or cooperate anyway.
C) You will need some multiple of the 1,100 numbers in order to ensure you account for
factors such as numbers that are for business phones, ineligible households (incidence
rate), and those numbers dialed whose owners refuse to participate.
D) You will need only a few extra numbers to allow for those who have moved away.
E) You start off with 1,100; there is no way to determine approximately how many
numbers you will actually need.
In order to be potentially useful for a marketing manager, differences must at minimum
be:
A) at a ratio of 2 to 1.
B) statistically significant.
C) new and not part of existing knowledge.
D) at a ratio of 10 to 1.
E) None of the above; any difference should be important to a manager.