Dial soap’s brand managers want to know which of three proposed end-aisle displays
works the best in terms of catching consumers’ attention. They set up prototypes of the
three displays in three supermarkets in a large metropolitan area and visit each to
observe consumers body language, time spent at each display, etc. Which technique are
the managers using?
a. Direct observation
b. Past records
c. Archives
d. Survey
e. Indirect observation
No existing system captures all the data that marketers would like to tie to particular
consumers or households.
a. True
b. False
Which of the following statements is TRUE?
a. In cluster sampling, the parent population is broken into mutually exclusive and
exhaustive subgroups and a simple random sample is selected from each subgroup.
b. Cluster samples are most statistically efficient when the clusters are internally
homogeneous.
c. In order to yield high statistical efficiency, each cluster in a cluster sample should
include as many diverse universe values as possible.
d. One of the main advantages of cluster sampling over simple random sampling is its
greater statistical efficiency for the same size sample.
e. All of the above statements are false.
The fundamental criterion by which research reports are evaluated is communication
with the reader.
a. True
b. False
Successful marketing researchers tend to be proactive rather than reactive. a. True
b. False
A__________is
simply a document that describes, a specifically a possible, the nature of the problem fo
r which research is sought and that asks providers to offer proposals.
a. Research requisition
b. Scope of work
c. Request for Proposal
d. Research contract
e. Bid for Services
Which of the following is NOT a potential application for marketing research principles
and techniques?
a. The marketing of political candidates.
b. Conducting public opinion polls.
c. The marketing of services for the United Way.
d. Determining the type of raw materials used.
e. The needs and wants of your business customers.
Which of the following statements is TRUE?
a. Because the research report is all that most executives will see of a project, it is the
basis for their evaluation of the research project.
b. If the research team has worked exceptionally hard on the project at hand, a sloppy
report will still show the amount of effort explained.
c. Executives are easily convinced of the usefulness of the report’s findings with a lot of
statistics in the body of the report.
d. The research report does not need to describe the research method because it is over
the heads of the audience.
e. All of the above are false.
While exploratory studies are rigid in nature, descriptive studies can be considered
flexible.
a. True
b. False
A research study involving the research question: “On the basis of a survey of
husband-wife households, is there a significant difference between the mean attitude
score of husbands and that of wives toward our product?” will involve a test
a. for a single proportion.
b. of two means when samples are independent.
c. for a single mean.
d. of two means when samples are dependent.
e. None of the above.
A parameter represents
a. the geographical boundary of a population.
b. certain characteristics of a random sample.
c. fixed characteristics of a population.
d. fixed characteristics of a nonprobability sample.
e. an unbiased estimator of the population mean.
You are coding a survey that ask the question:”Please tell us your age:
“____________where the respondent fill in the blank with a number corresponding to
his or her age. The best way to code this information is
a. using narrow categories, such as: Under 18, 19-21, 22-25, 26-29, 30-33, etc.
b. recording the actual age.
c. using broad categories, such as: Under 20, 20-29, 30-39, 40-49, etc. d. a or b.
e. a or c.
A weakness of focus groups has to do with how the results are:
a. Interpreted.
b. Gathered.
c. Used.
d. All of the above
e. Both B and C are true.
A problem with nonprobability samples is
a. they are always more representative than probability samples.
b. one cannot assess the amount of sampling error likely to occur.
c. there is no problem with using nonprobability samples
d. Both a and b.
e. None of the above.
analysis tries to uncover explanatory and predictive models of business performance
based on the relationship between data inputs and business outcomes.
a. Regression
b. Descriptive
c. Predictive
d. Perceptive
e. None of the above
Which of the following is TRUE?
a. The psychogalvanometer is used to measure pupil dilation whereas the eye camera is
used to record movements of the eye.
b. Response latency is the amount of time a respondent deliberates before answering a
question.
c. Response latency when used to measure brand preference rests on the premise that
the degree of latency is directly proportional to the size of an advertisement.
d. Voice pitch analysis attempts to assess the loudness with which people answer
specific questions.
e. They are all false.
The galvanometer is used to study eye movements while a respondent reads advertising
copy.
a. True
b. False
The major problem of human behavior observation is the observer.
a. True
b. False
Student researchers collected data on name awareness of a local store. The researchers
found that three-fourths of the people who refused to respond were members of the
Greek system. If the Greek students who refused to participate in the survey were truly
different on some key dimension from those who actually responded to the survey, error
could bias the research results.
a. observation
b. sampling
c. response
d. nonresponse
e. noncoverage