According to the text, the statistical approaches to determining sample size based on
confidence intervals may involve the estimation of the mean or the proportion.
Concomitant variation occurs when the presumed cause and presumed effect are both
present and both vary in a manner predicted by the researcher’s hypothesis.
Social media sites may be popular with businesses but are not being used by nonprofit
and government organizations.
The three types of scanner data that are available are scanner panels, volume-tracking
data, and scanner panels with cable TV.
Data analysis services perform services that include editing competing questionnaires,
developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes
for input into the computer.
The evaluation technique is a classification of a projective technique used in marketing
research.
An open-ended question is a structured question with only two response alternatives,
such as yes or no.
The representativeness of information from general social media can be improved by
screening result in a more targeted and representative sample.
The executive summary is usually at the very beginning of a research proposal.
The percentage of qualified respondents who complete the interview is called the
incidence rate.
A scale consisting of multiple items, in which an item is a single question or statement
to be evaluated is called a multi-item scale.
Buyer behavior is a body of knowledge that tries to understand and predict consumers’
reactions based on an individual’s specific characteristics.
The completion rate enables researchers to take into account anticipated refusals by
people who qualify for a research study.
The test statistic for evaluating the null hypothesis associated with the product moment
correlation is the F-test.
When data are standardized, the intercept assumes a value of one.
Determining how to make the research design error-free is a task a researcher must
perform in formulating a research design.
The measures of central tendency for a normal distribution are all identical.
Unstructured problems and the use of models are characteristics that describe a decision
support system.
A characteristic of descriptive research is that it is often the front end of total research.
Eta2 is the correlation between two variables.
A sampling procedure in which each element of the population has a fixed probabilistic
chance of being selected for the sample is called probability sampling.
A researcher should use questions with positive statements only to avoid problems with
question wording.
It is not always possible to reduce nonsampling error sufficiently to compensate for
sampling error.
The control group is not exposed to the independent variable manipulation, but provides
a point of comparison when examining the effects of these manipulations on the
dependent variable.
Problem audit is a comprehensive examination of a marketing problem to understand its
origin and nature.
The mode is used to estimate the average when the data have been collected using an
interval or ratio scale.
In contrast to quantitative research, the findings of qualitative research can be treated as
conclusive and used to recommend a final course of action.
An analysis of social media content can aid in determining the content, structure, and
wording of individual questions.
The F static is computed as the ratio of two sample means.
Data preparation should only begin once all batches of questionnaires are received from
the field. In this way, processing uniformity is boosted.
A theory is a conceptual scheme based on foundational statements, which are assumed
to be true.
________ is a type of validity that assesses the relationship between theoretical
constructs and seeks to confirm significant correlations between the constructs as
predicted by a theory.
A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Content validity
E) Type II validity
Availability is mentioned in the text as a primary criterion for evaluating secondary
data.
Which of the following is not an objective of a questionnaire?
A) A questionnaire must translate the information needed into a set of specific questions
that the respondents can and will answer.
B) Questionnaire data must be easy to analyze.
C) A questionnaire must uplift, motivate, and encourage the respondent to become
involved in the interview, to cooperate, and to complete the interview.
D) A questionnaire should minimize response error.
The ________ is that value obtained by summing all elements in a set and dividing by
the number of elements.
A) mean
B) mode
C) median
D) maxima
E) aggregate
According to the text, most commercial market research is ________ in nature.
A) subjective
B) exploratory
C) causal
D) descriptive
E) relatively inexpensive
The rate of occurrence of persons eligible to participate in the study expressed as a
percentage is called the ________.
A) standard rate
B) random rate
C) completion rate
D) incidence rate
E) diversity rate
Designs that do not control for extraneous factors by randomization are called
________.
A) true experimental designs
B) quasi-experimental designs
C) statistical designs
D) preexperimental designs
E) extraneous designs
According to the text, hypotheses related to differences in population means if the
population variance is unknown can be tested using the ________.
A) F distribution
B) p distribution
C) t distribution
D) z distribution
E) chi-square distribution
Whenever a new marketing research problem is addressed, ________ research must be
preceded by appropriate ________ research.
A) qualitative; quantitative
B) quantitative; qualitative
C) observational; qualitative
D) descriptive; observational
E) total; partial
According to the text, the independent variables must be all ________ to use an
ANOVA.
A) metric
B) measured using an interval scale
C) nonmetric
D) measured using a ratio scale
E) correlated
The distances for all the points on the regression line are squared and added together to
compute the ________, which is a measure of total error.
A) correlation errors
B) standard error of the mean
C) sum of the squared errors
D) random distribution error
E) distance log
All of the following are considered to be controllable marketing variables EXCEPT:
A) competition.
B) pricing.
C) promotion.
D) distribution.
E) product.
A test of the null hypothesis where the alternative hypothesis is not expressed
directionally is called a ________ test.
A) one-tailed
B) two-tailed
C) three-tailed
D) four-tailed
E) A and B
Scanner data that provides information on purchases by brand, size, price, and flavor or
formulation are called volume-tracking data.
The critical values for a two-tailed z-test, given a significance level of 0.05, would be
________.
A) -1.65 and 1.65
B) -4.0 or 4.0
C) -1.25 or 1.25
D) -1.71 or 1.71
E) -1.96 and 1.96
An effect in which a prior measurement affects the test unit’s response to the
independent variable is called ________.
A) nonresponse bias
B) interactive testing effect
C) randomization error
D) interviewer bias
E) preliminary measurement effect
________ is research conducted to gain ideas and insight into the problem confronting
the management or the researcher.
A) Exploratory research
B) Conclusive research
C) Descriptive research
D) Causal research
E) Directed research
Which experimental design means that two groups of test units were randomly assigned
to two different treatment groups at the same time, and the dependent variable was
measured in the two groups simultaneously?
A) R X1 O1
R X2 O2
B) R X1 O1
O2 X2 O2
C) X O1 O2
X O1 O2
D) R X1 O1
R X1 O1
Regression analysis of an independent and dependent variable can be used in all of the
following ways EXCEPT:
A) determining whether a relationship exists.
B) assessing the strength of relationship.
C) determining the structure or form of the relationship.
D) predicting values of the dependent variable.
E) determining causality.
In ANOVA, a particular combination of factor levels or categories is called ________
conditions.
A) significant
B) treatment
C) dependent
D) standard
E) combinatory
Which of the following is NOT one of the three types of preexperimental designs?
A) the one-shot case study
B) the one-group pretest-posttest design
C) the random group
D) the static group
E) C and D both
A projective technique in which respondents are presented with a number of incomplete
sentences and asked to complete them is called ________.
A) word association
B) sentence completion
C) story completion
D) role playing
E) evaluation technique
All of the following are examples of advantages of using in-home interviewing to
collect research data EXCEPT:
A) it enables the interviewer to provide clarifications to the respondent, allowing for
complex questions.
B) it permits the use of physical stimuli and allows the interviewer to display or
demonstrate the product.
C) it provides very good sample control since homes can be selected without generating
a list of all the homes in a given area.
D) it allows for longer interviews.
E) it permits easy interviewer supervision and control as the interviewers are traveling
door-to-door.
According to the text, while there is no single, optimal number, traditional guidelines
suggest that there should be between ________ categories when using itemized rating
scales.
A) one and four
B) five and nine
C) 10 and 14
D) 12 and 15
E) 15 and 19
According to the text, most of the research suppliers are ________.
A) multinational operations
B) Fortune 500 operations
C) foreign operations
D) small operations
E) 501(c)(3) organizations
A book containing coding instructions and the necessary information about variables in
the data set is called a(n) ________.
A) editing book
B) sampling record
C) codebook
D) questionnaire
E) checking book
Which of the following of the 6 W’s is NOT particularly well-suited for serving as a
guideline for defining the issue in a question?
A) Who
B) What
C) When
D) Where
E) Why
In ________, respondents allocate a constant sum of units, such as points, dollars, or
chips, among a set of alternatives according to some specified criterion.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling
A ________ is a question used to guide an interviewer through a survey by directing the
interviewer to different spots on the questionnaire depending on the answers given.
A) branching question
B) leading question
C) double-barreled question
D) filter question
E) break-out questions
________ is the square root of the variance and is expressed in the same units as the
data.
A) Range
B) Standard error
C) Standard deviation
D) Mean
E) Statistical significance
The difference between the observed value of Y and the value predicted by the
regression equation is called the ________.
A) correlation coefficient
B) residual
C) standard error
D) random error
E) total error
46. Sears is:
Powerful “:”:”:”:-X-:”:”: Weak
Unreliable “:”:”:”:”:-X-:”: Reliable
The above scale is an example of a ________ scale.
A) Likert scale
B) semantic differential scale
C) continuous rating scale
D) Stapel scale
________ consists of screening questionnaires to identify illegible, incomplete,
inconsistent, or ambiguous responses.
A) Coding
B) Editing
C) Validating
D) Pretesting
E) Transcribing