When the descriptors on a scale measure levels or amounts (i.e., the level of sales
dollars), the scale is metric (interval or ratio).
Marketing research is the process of designing, gathering, analyzing, and reporting
information that may be used to solve a specific marketing problem.
One of the disadvantages of focus groups is that they do not constitute representative
samples of larger populations.
Because firms subscribing to syndicated data share the costs of data collection and
dissemination, the information comes to them at a lower cost than if they collected it
themselves.
Secondary data refers to information that is developed or gathered by the researcher
specifically for the research project at hand.
The word “variance” in the name “analysis of variance” is misleading.
A research study conducted in India for Tata Motors found that the automobile
manufacturer has a high vote of consumer satisfaction in total and across three owner
age groups. However, the authors concluded that because the sample was a convenience
sample taken in a specific city in India, this conclusion cannot be defended as more
than 99.8% of Tata owners were omitted from the sample frame.
One method of conducting exploratory research is through secondary data analysis.
When it comes to determining the statistical significance of the correlation coefficient,
there are rules of thumb. For example, .81 to 1.00 is considered to be ‘strong.”
Focus groups are small groups of people brought together and guided by a moderator
through an unstructured, spontaneous discussion for the purpose of gaining information
relevant to the research problem.
In the example of brand-switching data provided in the textbook (Famous Amos
cookies), cross-sectional study analysis provided a less valid conclusion than did the
longitudinal data analysis.
Research design is confined to predetermining how data are to be analyzed. It is
primarily the responsibility of statisticians.
Sample size has a direct bearing on how accurate the sample’s findings are relative to
the true values in the population.
Which of the following was NOT mentioned in the textbook as a method focus group
companies use to reduce “no shows”?
A) monetary incentives
B) free products or gift certificates
C) overrecruiting
D) making callbacks on the day preceding the focus group to remind the participant
E) using direct mail lists
What are some of the problems associated with traditional telephone interviews?
A) mistakes in administering the questions
B) insufficient call back for not-at-homes
C) dishonest interviewers
D) all of the above
E) A and B only
The 2007 Confirmit industry survey of firms in several countries reported that the
leading challenge facing the marketing research industry was:
A) quick and cheap access to data on the Internet.
B) the overuse of standardized research techniques.
C) falling response rates.
D) the outsourcing of projects to external suppliers.
E) a failure to understand clients’ real problems.
The intersection of a row and column in a cross-tabulation table is called:
A) a cross-tabulation cell.
B) a dangerous intersection.
C) a chi-square.
D) a cross-cell interaction.
E) a row box.
Advantages of CATI include:
A) interviews can be conducted via TV cable.
B) cable and TV interviewing may be conducted simultaneously.
C) the computer dials the respondent, brings up the questions to the interviewer, and
moves ahead to the appropriate question.
D) it can be enhanced with the drop-off survey technique.
E) setup costs are low.
Which type of scale measure takes into account the values and personality traits of
people as reflected in their unique activities, interests, and opinions toward their work,
leisure time, and purchases?
A) intensity series scale
B) lifestyle inventory
C) semantic differential scale
D) AIO scale
E) graphic intensity scale
Of the following, which is a potential disadvantage of using a simulated test market?
A) The distribution network may or may not properly represent the firm’s actual
distribution system.
B) It is often very time consuming.
C) It is often too expensive.
D) It lacks confidentiality.
E) It is not as accurate as full-scale test markets.
Marketing research studies predicted that hair styling mousse, answering machines, the
Jerry Seinfeld TV program, Seinfeld, and other products and services would fail. Yet,
these products and services were all successful. This illustrates that marketing research:
A) always makes accurate predictions.
B) does not always make accurate predictions.
C) should not be used for consumer products or services.
D) should only be conducted on improving existing products.
Which of the following is a type of nonresponse in a survey?
A) attention loss
B) third-person technique
C) item-omission
D) fatigue
E) role-playing
In terms of locating types of questions on the questionnaire, which of the following is
true?
A) Warm-ups come first, followed by screens, followed by classification questions.
B) Warm-ups are first, transitions are second, and classification questions are last.
C) Screens are first, warm-ups second, and classification questions are last.
D) Complicated and difficult to answer questions must be avoided altogether.
E) Demographic questions should be avoided because they might offend respondents.
What is the recommended size of a “traditional” focus group?
A) 2 to 20
B) 5 to 10
C) 6 to 12
D) 7 to 15
E) 9 to 25
The highlight of a progressive research company, Peanut Labs®, in the text
demonstrates the potential of:
A) maximizing the impact of the sample frame.
B) reducing sample frame errors.
C) reducing the impact of sample errors.
D) tapping into social media user populations.
E) innovative ways to study the entire population.
Which of the following organizations has provided the industry with a standard for
calculating response rates?
A) Direct Marketing Association (DMA)
B) International Marketing & Research Association (IMRA)
C) Council of American Survey Research Organizations (CASRO)
D) Marketing Research Association
E) International Council for Response Rate Standardization