The Marketing Research Corporation of America has been hired to administer a series
of “yes/no” questions to shoppers in a local mall. If questions on a survey have only two
possible answers (such as “yes/no” questions), this type of questions are called
a. open-ended questions.
b. double-barreled questions.
c. close-ended questions.
d. fixed-alternative response questions.
e. Both c and d.
A respondent indicated she redeemed a coupon at Walmart last week but later indicated
that she had not visited a
Walmart in over two weeks. This type of response poses a problem of
a. completeness.
b. legibility.
c. comprehensibility.
d. consistency.
e. uniformity.
Which of the following is FALSE?
a. Noncoverage is a problem in mail and e-mail surveys.
b. For some studies, clear, convenient and complete sampling frames exist.
c. Overcoverage error poses a relatively common problem with sampling frames.
d. None of the above are false.
e. All of the above are false.
Demographic and socioeconomic characteristics
a. are easily gathered by researchers.
b. represent attributes of people.
c. are all easily verifiable.
d. define consumer personality types.
e. correlate highly with purchase intentions for specific brands.
The data system for a Decisions Support System (DSS) would hold data from:
a. A standard source in a standard form.
b. A standard source in a variety of forms.
c. A variety of sources in a standard form.
d. A variety of sources in a variety of forms.
e. None of the above.
Refer to Scenario 17.2. The chi-square test was used to check whether Miami sales
among income groups were consistent with Chicago’s. The appropriate degrees of
freedom for the chi-square test would be
a. 4
b. 5
c. 500
d. 499
e. None of the above.
Marketing research is the use of information to identify and define marketing problems.
a. True
b. False
Which of the following represents the greater challenge when it comes to understanding
consumers’ online activities?
a. Determining the demographics of visitors to a website.
b. Counting the number of times a website or banner had have been accessed.
c. Counting the revenue from online transactions.
d. All of the above are equally challenging.
e. B and C.
If a researcher is interested in investigating whether or not consumers like, are or not
interested in a new package for Kellogg’s Corn Flakes, the researcher should focus on
measuring
a. motivation.
b. intention.
c. attitude.
d. personality.
e. demographics.
Observation research doesn’t have to be sophisticated to be effective. a. True
b. False