a.
exit interviews
b.
executive interviews
c.
mail surveys
d.
mall intercept interviews
e.
in-home interviews
57. You must conduct research to find out a great deal of information about the motives and desires of
potential customers for a home delivery grocery service. You need a sample of at least 300 people who
spend at least $100 weekly at the supermarket, and you don’t have a lot of money to conduct the
research. You should use:
a.
a marketing experiment
b.
in-home personal interviews
c.
focus group interviews
d.
mail surveys
e.
observation research
58. A company wanted to collected data on consumers’ perceptions of its new brand. The marketing
research director has recommended using a mail panel operated by Synovate. What can the company
expect from a mail panel?
a.
A very high response rate
b.
The response rate will be low, as it is for all self-administered surveys
c.
The participants are not usually compensated for their assistance, so it will be inexpensive
d.
Data collection is more rapid than telephone interviews
e.
The panel of consumers will meet monthly to discuss products that were sent to them to
try
59. Which of the following is a type of survey that involves interviewing businesspeople at their offices
concerning individual products or services?
a.
Place-based interviews
b.
CLT interviews
c.
Business panel surveys
d.
Executive interviews
e.
Professional interviews
60. Executive interview have essentially the same advantages and disadvantages as _____.
a.
mall intercept interviews
b.
CLT interviews
c.
mail panel surveys
d.
in-home interviews
e.
focus groups
61. In which of the following situations would a marketing researcher be most likely to use executive
interviews?
a.
A manufacturer of extruded plastic wants to determine where there are other markets for
its products
b.
A manufacturer of frozen dinners wants to research the eating habits of its target market
c.
The producers of children’s programming on public television want to learn more about
the viewing habits of an audience composed of 5- to 12-year-old males
d.
A shampoo manufacturer wants to test which smells consumers perceive as relaxing and
exhilarating
e.
An aluminum can manufacturer wants to research how people are disposing of cans
62. Health providers have voiced concerns about the use of pesticides and the negative effects they
possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation’s
largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a
cooperative effort to improve customers’ perception of eating healthy. What type of survey technique
would be most appropriate for determining if there is any real interest in such a meeting?
a.
Cyber focus groups
b.
Executive interviews
c.
Mall intercept interviews
d.
CLT interviews
e.
In-home interviews
63. A _____ is a form of personal interviewing that uses a group of seven to ten people who have been
recruited because of certain desired consumer characteristics.
a.
passive people meter
b.
primary data group
c.
cross-tab set
d.
CLT interview
e.
focus group
64. A regional airport manager conducted research to get a better understanding for the types of
concessionaires to include in the planned terminal remodeling. She conducted two sets of group
interviews, one with 10 leisure flyers and another with 10 business flyers. In each group, participants
discussed what types of food, retail, and other services they wanted in the new terminal. These
discussions are examples of:
a.
extended interviews
b.
focus groups
c.
observation
d.
ethnographic research
e.
secondary research
65. British Columbia’s Sun-Rype Products wanted to find out if Canadians were having trouble getting
their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of
_____, which revealed that participants were having particular trouble getting their required servings
of vegetables.
a.
mail survey
b.
mall intercept
c.
ethnographic research
d.
personal interviewing
e.
experiment
66. _____ involves the interaction of focus group participants.
a.
Empowerment
b.
Group dynamics
c.
Brainstorming
d.
Group acculturation
e.
Corporate synergy
67. Which type of interview question encourages an answer phrased in the respondent’s own words?
a.
A scaled-response question
b.
A Likert item
c.
A closed-ended question
d.
An open-ended question
e.
A free-form question
68. Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to
the state, “What is your reason for coming to Arkansas?” This would be an example of a(n) _____
question.
a.
scaled-response
b.
Likert scale
c.
open-ended
d.
dichotomous
e.
multiple choice
69. A pediatrician’s office noticed that fewer parents are bringing their children in for their vaccinations
and routine checkups. The office sent out a questionnaire to parents whose children are behind in their
shots. The questionnaire included the question “Why are you reluctant to have your child vaccinated?”
This would be an example of a(n):
a.
dichotomous response
b.
sampling frame question
c.
scaled-response question
d.
closed-ended question
e.
open-ended question
70. You have been given the task of creating a questionnaire that requires each respondent to provide a
rich array of information based on his/her own frame of reference. Which of the following types of
questions would best deliver such information?
a.
True-false questions
b.
Mix-and-match questions
c.
Open-ended questions
d.
Scaled-response questions
e.
Closed-ended questions
71. Which type of survey question is a closed-ended question designed to measure the intensity of a
respondent’s answer?
a.
A semantic differential
b.
A scaled-response question
c.
An interval-based question
d.
A sampling frame question
e.
A bounded-frame question
72. When marketing researchers for a local fitness club wanted to know consumers’ intention to start a
fitness program for a New Year’s resolution, they used a(n) _____ with five possible answers ranging
from “Most Likely” to “Least Likely” and asked that the respondent choose one. This is an example of
a(n):
a.
open-ended question
b.
action-based question
c.
sampling frame question
d.
scaled-response question
e.
dichotomous response
73. The question you are answering right now is an example of a(n):
a.
multiple-choice question
b.
open-ended question
c.
dichotomous question
d.
scaled-response question
e.
action-based question
74. In the survey used by an organization of mothers who swap toys, respondents were asked, “Would you
be willing to pay a small fee in order to take advantage of this service? Circle YES or NO.” This is
a(n) _____ question.
a.
open-ended
b.
multiple-choice
c.
scaled-response
d.
double-barreled
e.
dichotomous
75. A survey by RoperASW asked consumers to check where they were most likely to look for
information about a new book. Possible answers were book club catalogs, book reviews in
newspapers, book reviews in magazines, television programs, friends, radio programs, local reading
groups, or the Internet. What type of question was used in this survey?
a.
Multiple choice
b.
Dichotomous
c.
Scaled-response
d.
Open-ended
e.
Sampling frame
76. Which of the following is the BEST example of an effective question on a mail survey?
a.
Do you believe the synergy of the indigenous population has created a precursor to
ecological disaster?
b.
Why do you think dogs make good pets and cats make poor pets?
c.
Have you ever put food out for wild birds?
d.
What is the economy of scale achieved by the transference of heat through solar cells?
e.
Will you be buying a new car soon and will it be a foreign car?
77. _____ research depends on watching what people do.
a.
Anonymous viewership
b.
Observation
c.
Interactive
d.
Personal scanner
e.
Survey
78. When people are hired to record traffic patterns in a shopping mall, they are engaging in _____
research.
a.
focus group
b.
observation
c.
experimental
d.
survey sampling
e.
sample framing
79. Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.
Before launching the product, P&G researchers visited consumers’ homes and watched as people
sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner
because the people were unsure how to clean them. This was an example of _____ research.
a.
observation
b.
mall intercept
c.
visualization
d.
action-based
e.
experiment
80. Stan’s job is to walk the streets of Japan and locate fads. According to Stan, “Japan is advanced. What
will happen 10 years from now is already happening in Japan.” What kind of research is Stan
conducting?
a.
Experiment
b.
Dichotomous
c.
Observation
d.
Survey
e.
Open-ended
81. A retailer of sporting goods equipment is interested in learning what peoples’ attitudes, motivations,
and feelings are about its product lines. All of the following are potential sources for this information
EXCEPT:
a.
observation study
b.
mail questionnaire
c.
in-store interview
d.
telephone survey
e.
focus-group interviews
82. Mystery shoppers engage in a form of:
a.
mall intercept study
b.
experiential study
c.
marketing audit
d.
observation research
e.
market audit
83. Which of the following is an example of Level 1 mystery shopping?
a.
Ebony pulls into a BP gas station, pumps some gasoline, and goes inside to pay for her
purchase. She buys a Mounds bar too.
b.
Clark stops into Walmart and quickly purchases a screwdriver. He simply nods at the
checkout person as he pays for his item.
c.
Melody calls Land’s End and orders a new shirt. As she speaks to the customer service
representative, Melody follows a specific script given to her by her employer.
d.
Anders enters a Macy’s department store and spends 20 minutes with a salesperson trying
on shoes. He poses as an especially fussy and hard-to–please customer to gauge the level
of customer service he will receive from the salesperson.
e.
Wilma has dinner at an Olive Garden restaurant. She asks her server several specific
questions about the dishes on the menu, and chats with the server in a friendly way
throughout her meal.
84. All of the following are benefits and insights provided by mystery shopping EXCEPT:
a.
identifying differences in the customer experience across different times of day, location,
product/service types, and other potential sources of variation in the product/service
quality
b.
enabling marketers to examine the gap between promises made through advertising/sales
promotion and actual service delivery
c.
enabling an organization to monitor compliance with product/service delivery standards
and specifications
d.
understanding the most profitable means of a marketing a product or service
e.
helping monitor the impact of training and performance improvement initiatives
85. _____ research is the study of human behavior in its natural condition. It often proves that consumers
do not do what they say they do, such as how they use a computer or what they watch on television.
a.
Ethnographic
b.
Action-based
c.
Experiment
d.
Survey
e.
Visualization
86. Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch
consumers doing chores and shopping. Using this research approach, known as _____ research,
Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The
problem was that the women liked to keep one hand on their infant at all times while the Baby Wash
bottle required two hands to open dispense.
a.
ethnographic
b.
dichotomous
c.
experiment
d.
survey
e.
open-ended
87. Ethnographers can record all of the following EXCEPT:
a.
The order of what is happening
b.
The time spent on what is happening
c.
Who is doing what
d.
What participants are thinking
e.
What is happening
88. Which of the following is a foarm of observation research?
a.
An experiment
b.
A questionnaire
c.
Virtual shopping
d.
A focus group
e.
A telephone interview
89. A(n) _____ is characterized by the researcher’s altering one or more variables—such as price or
package design—while observing the effects of those alterations on another variable (usually sales).
a.
observation research project
b.
research problem
c.
experiment
d.
sampling frame
e.
correlation of facts study
90. The best experiments are those in which:
a.
all variables are allowed to act freely
b.
all variables are held constant except the ones manipulated
c.
all factors provide the desired results
d.
the subjects are unpaid volunteers
e.
two variables are held constant while all of the others are manipulated
91. The population from which a sample in a marketing research study will be drawn is referred to as the:
a.
universe
b.
market
c.
test market
d.
focus group
e.
control group
92. In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble
gum, what is the first question to be answered before a sampling plan is selected?
a.
Must the sample be representative of the population?
b.
Who can perform the actual sampling?
c.
What is the population or universe of interest?
d.
How often should the sample be redesigned?
e.
How large should the sample be in terms of its measurement costs?
93. A(n) _____ sample is characterized by every element in the population having a known statistical
likelihood of being selected.
a.
irregular
b.
probability
c.
nonprobability
d.
convenience
e.
piggyback
94. Which of the following is a type of probability sample?
a.
Judgment sample
b.
Convenience sample
c.
Simple random sample
d.
Quota sample
e.
Primary sample
95. All of the following are types of probability samples EXCEPT:
a.
systematic sample
b.
quota sample
c.
cluster sample
d.
stratified sample
e.
simple random sample
96. Which of the following is a type of nonprobability sample?
a.
Stratified sample
b.
Systematic sample
c.
Cluster sample
d.
Simple random sample
e.
Judgment sample
97. All of the following are types of nonprobabilty samples EXCEPT:
a.
systematic sample
b.
quota sample
c.
snowball sample
d.
convenience sample
e.
judgment sample
98. In a(n) _____ sample, additional respondents are selected on the basis of referrals from the initial
respondents.
a.
quota
b.
judgment
c.
piggyback
d.
probability
e.
snowball
99. While discussing an upcoming marketing research study of how the home decorating industry is
affected by the teenage consumer, you emphasize the necessity of having a sample that is
representative of the population. What type of sample must be used?
a.
A nonprobability sample
b.
A quota sample
c.
A convenience sample
d.
A probability sample
e.
A field service sample
100. A university hospital is interested in getting a cross section of patients’ opinions on proposed changes
that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new
amenities will be reflected in higher rates. The university hospital used a random number table to
select participants from the list of patients who are currently in the hospital. This is an example of a
_____ sample.
a.
representational
b.
convenience
c.
nonprobability
d.
synergistic
e.
simple random
101. A _____ sample is any sample in which little or no attempt is made to obtain a representative cross
section of the population.
a.
frame
b.
random
c.
probability
d.
nonprobability
e.
representational
102. Nonprobability samples:
a.
require more expensive marketing research than probability sampling
b.
include any sample in which little is done to obtain a representative cross section of the
population
c.
by definition must be representative of the population
d.
often start out with random numbers to ensure selection of subjects is truly random
e.
offer an easy method for determining sampling error
103. Dr. Neuman is a marketing professor and uses her students in research studies because they are
convenient and readily accessible. She is using a _____ sample.
a.
single-source
b.
random
c.
probability
d.
representational
e.
convenience
104. Which type of error occurs when there is a difference between the information desired by the
researcher and the information provided by the measurement process?
a.
Sampling error
b.
Research error
c.
Nonresponse error
d.
Measurement error
e.
Random error
105. Many people surveyed say they are environmentally-conscious and favor green products even if they
are more expensive than traditional products. Some marketers are worried that many people may not
actually purchase green products. This concern is about the potential for what kind of sampling error?
a.
Nonresponse
b.
Frame
c.
Random
d.
Measurement
e.
None of the choices
106. _____ occurs when a sample, in some ways, is not representative of the target population.
a.
Sampling error
b.
Measurement error
c.
Cross-tabulation
d.
Diagnostic error
e.
Single-source research
107. One type of sampling error is _____, which is created when the sample actually interviewed differs
from the sample drawn.
a.
random error
b.
diagnostic error
c.
nonresponse error
d.
nonprobability error
e.
measurement error
108. A _____ error arises if the sample drawn from a population differs from the target population.
a.
field
b.
frame
c.
measurement
d.
random
e.
nonresponse
109. Katelyn is a homeopathic practitioner who wants to determine Internet users’ attitudes toward
homeopathy. She decides to conduct an online survey to find out. For one week, she invites every fifth
person who visits her practice’s web site to participate in the survey. Unfortunately, Katelyn has
made a _____ error.
a.
targeting
b.
random
c.
nonprobability
d.
frame
e.
reliability
110. A _____ error occurs because the selected sample is an imperfect representation of the overall
population.
a.
frame
b.
field
c.
measurement
d.
random
e.
representational
111. In a survey for her marketing class, Allicia interviewed 80 randomly selected men and asked them
their opinions of women with tans. Her initial results showed that the men overwhelmingly believed
tans were a health risk. When she conducted the same survey again using the same methodology, she
discovered that 50 percent of the surveyed population in the second group found women with tans
sexy. This is most likely an example of a _____ error.
a.
representational
b.
random
c.
nonprobability
d.
frame
e.
reliability
112. A _____ specializes in arranging interviews for data collection on a subcontract basis. It may also
provide focus group facilities, mall intercept locations, and kitchen facilities to prepare test food
products.
a.
research diagnostic firm
b.
single-source researcher
c.
marketing research aggregator
d.
decision support company
e.
field service firm
113. When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to
younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a:
a.
decision support company
b.
data-mining company
c.
field service firm
d.
knowledge portal
e.
marketing research diagnostics firm
114. Several types of analysis are common to marketing research. Which one is the simplest?
a.
One-way frequency counts
b.
Statistical analyses
c.
Cross-tabulations
d.
Passive people meters
e.
Scaled responses
115. Kent has gathered data concerning people’s preferences for traditional breakfast foods. He has learned
that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefers
something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they
can eat while they drive to work. What method of analyzing the data has Kent used?
a.
cross-tabulation
b.
standard deviation
c.
one-way frequency count
d.
single correlation
e.
linear regression
116. _____ permit the analyst to relate the responses to one question to the responses to one or more other
questions when assessing marketing research data.
a.
One-way regression analysis
b.
Two-way regression analysis
c.
One-way frequency counts
d.
Cross-tabulations
e.
Content analysis
117. If a researcher wanted to look at responses to vacation home ownership questions as they relate to age
and occupation of the respondent, the analysis approach he or she would use is:
a.
one-way frequency tables
b.
standard deviation measures
c.
cross-tabulations
d.
passive people meters
e.
scaled responses
118. What is the last step of the marketing research process?
a.
Selecting sampling procedures
b.
Bill the client
c.
Analyze data
d.
Follow-up
e.
Prepare and present the report
119. All of the following statements explain the success of Internet marketing research EXCEPT:
a.
It allows for faster and better decision making through more rapid access to business
intelligence.
b.
It slashes labor- and time-intensive research activities and associated costs.
c.
Its use makes it much easier to conduct follow-up studies.
d.
It improves the ability to respond quickly to customer needs and market shifts.
e.
It relieves the researcher of having to determine the research design.
120. All of the following are advantages associated with the use of Internet surveys EXCEPT:
a.
decreased costs
b.
ability to contact hard-to-reach respondents
c.
reduced measurement error
d.
ability to get survey results much more rapidly
e.
ability to personalize the survey
121. A(n) _____ is a software system specifically designed for Web questionnaire construction and deliver;
it consists of an integrated questionnaire designer, Web server, database, and data delivery program
designed for use by nonprogrammers.
a.
online panel provider
b.
online survey moderator
c.
data delivery program
d.
Web survey system
e.
Web community