For a scale to have ordinal properties, which of the following must be established?
a. If “a” is greater than “b,” then “b” is not greater than “a.”
b. If “a” is greater than “b” and “b” is greater than “c,” then “a” is greater than “c.”
c. If “a” is equal to “b” and “b” is equal to “c,” then “a” is equal to “c.”
d. All of the above.
e. None of the above.
The researcher told his client that the data indicated a relationship between the weight
of dogs and consumption of low calorie dog biscuits. The researcher’s remarks were a
a. recommendation.
b. conclusion.
c. hypothesis.
d. research proposal.
e. None of the above.
Which of the following is FALSE?
a. Telephone interviews typically allow a study to be completed more quickly than
personal interviews.
b. Personal interviews and telephone interviews can produce interviewer bias.
c. Sequence bias is a more acute problem with personal and telephone interviews than
with mail questionnaires.
d. The problems of interviewer bias in a telephone survey are more easily solved than in
a personal interview.
e. All of the above are true.
What should be done before trying to interpret individual regression coefficients?
a. See whether there is an overall statistically significant relationship between the set of
predictors and the outcome variable.
b. Verify that the set of predictors can explain a meaningful portion of the variation in
the outcome variable.
c. Calculate the coefficient of multiple determination, or coefficient of determination,
whichever is appropriate.
d. All of the above.
e. Both b and c.
Standard test markets are the most expensive, take the most time and are likely to tip off
the competitors, compared with other approaches.
a. True
b. False
The primary reasons for studying marketing research include:
a. Some may pursue a career in marketing research.
b. Knowledge of the marketing research makes for a ‘smarter” consumer.
c. Managers should know the benefits and limitations of marketing research. d.
Managers should gain an appreciation for the marketing research process.
e. All of the above are reasons for studying marketing research.
A large marketing research firm has a focus on the energy industry. It collects
information about the industry and publishes quarterly reports which are distributed to
clients of the firm. It is said that this research firm is engaging in what kind of
marketing research?
a. Specific
b. Syndicated
c. Commissioned
d. Focused
e. Private
Which of the following is FALSE?
a. The main sources of nonresponse bias are not-at-homes and refusals.
b. The type of incentive used to reduce nonresponse may create another potential bias.
c. Technological advancements have helped researchers overcome the not-at-home
problem.
d. Using incentives to reduce the nonresponse rate may inflate response errors.
e. Not-at-homes and refusals are both sources of error in telephone surveys.
In terms of observational studies, ethical dilemmas are most likely to arise when
observation is:
a. Structured.
b. Disguised.
c. Performed by mechanical means.
d. Undisguised.
e. Unstructured.
Some companies and researchers use exploratory techniques almost exclusively in
gathering primary data.
a. True
b. False
Step four of the process of defining the problem is to develop possible problem in
research terms written from the researcher’s perspective.
a. Research approaches
b. Research abstracts
c. Research problems
d. Research methods
e. Research experiments
The federal government is the largest producer of marketing facts.
a. True
b. False
Personal interviews offer less sample control than other approaches. a. True
b. False
Which of the following skills are NOT needed in marketing research?
a. Analytical
b. Production management
c. Communications
d. Human relations
e. Statistical
Refusals are a more important source of nonresponse bias than the not-at-home problem
in a. personal interviews.
b. mail surveys.
c. telephone surveys.
d. Both a and b.
e. Not-at-homes are always a more important source of error than refusals.
The variety dimension of Big Data refers to:
a. The amount of data being collected.
b. The pace of data flow, both in and out of a firm.
c. The different storage device capacities available for storing Big Data.
d. The diversity of types or forms of data.
e. The variety of businesses that utilize Big Data.
A common segmentation base for firms that takes into account the industry designation
or designations of its customers is:
a. Dun & Bradstreet global commercial database
b. Standard Industrial Classification system
c. Nielsen’s PRIZM system
d. NAICS
e. Arbitron rating system
The main difference between the two popular forms of organizing an oral report are
where the____________________ are introduced.
A(n)_____________is a subset of elements from a larger group of objects.
Drawing a simple random sample depends mainly on having a good________.
The key feature of a(n)________________is that are
presentative group of individuals or households keeps track of purchases made or
products consumed over a given period of time.
A(n)
_________question is framed so as to give the respondent a clue as to how he or she
should answer.
A person’s _____________________________refer to the individual’s anticipated or
planned future behavior.
Social network analysis studies social connection where the leader in a network
is a_________and the multiple follower are nodes on the__________.
Discuss at least four main functions of marketing research.
Discuss, in detail, the two types of error that may affect measurement scores.