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A concern about the expanding number of commercial databases and corporate
information systems is the issue of:
a. Privacy
b. Accuracy
c. Cost
d. Access
e. Compatibility
The majority of retail sales information is based on store audits.
a. True
b. False
The primary purpose of dialog systems is to allow the marketing manager to:
a. Write programs to control the flow of information between various modules in the
DSS.
b. Communicate via electronic mail with her sales team.
c. Interact with the DSS to target and manipulate relevant information contained in the
DSS data base.
d. Collect data from primary sources and add it to the data base.
e. Collect data from secondary sources and add it to the data base.
The chi-square test is an approximate test. The approximation is relatively good if the
a. Expected number of cases in each category is 10 or more.
b. Expected number of cases in each category is 5 or more.
c. Expected number of cases in each category is 3 or more.
d. Actual number of cases in each category is 10 or more.
e. Actual number of cases in each category is 5 or more.
With a probability sampling plan
a. every population element has some chance of being included in the sample.
b. there is a random component in how population elements are selected for the sample.
c. we can make inferences to the larger population based on the results from the sample.
d. we can estimate the likely amount of sampling error.
e. All of the above.
An analyst wishes to emphasize the magnitude (in dollars) of sales generated by each of
three brands for the year ending December 31, 2012, as well as the relative sales of
each brand. Which of the following is the most appropriate chart for this purpose?
a. Stacked line chart
b. Aggregate pie chart
c. Histogram
d. One-scale bar chart
e. Line chart
Which of the following statements about panels is FALSE?
a. Panels typically allow the collection of more classification information than
cross-sectional studies.
b. Panel data is more accurate than cross-sectional data because panel data tend to be
free from errors associated with reporting past behavior.
c. Panels reduce interviewer-respondent bias because of a trust built up through
repeated contacts between the two individuals.
d. Non-representativeness of panel members may be a major weakness of longitudinal
designs.
e. All of the above statements about panels are true; none of the above are false.
An interviewer finds that a subject is not at home; to complete his sample, he
substitutes the nearest available subject for the missing subject. This practice is
a. reasonable and provides accurate results.
b. not recommended as it complicates the problems by increasing the proportion of
at-homes in the sample.
c. recommended even though it increases the proportion of at-homes.
d. unreasonable although the results are generally accurate.
e. probably the best available technique for handling the not-at-home problem.
Which of the following is TRUE?
a. The controls for a quota sample are usually chosen on the basis that (1) they are
believed to be correlated with the characteristic to be studied, and (2) reasonably
up-to-date information on their distribution within the population is available.
b. To validate a quota sample, various characteristics of the sample are compared to
known population values.
If the differences in these characteristics are small in the comparison, this constitutes
proof that the sample corresponds to the population.
c. Quota sampling is the most common kind of probability sampling used in marketing
research.
d. Quota sampling is the only nonprobability sampling method that provides some
measure of the sampling error associated with the sample estimate.
e. Quota sampling is acceptable for causal research.
Discovery-oriented research rarely solves a problem in the sense of providing:
a. Quantitative data.
b. Actionable results.
c. Cause and effect.
d. Qualitative data.
e. Noticeable improvement.
Step five of the problem definition process is to select research problem(s) to be
addressed. Which of the following statements about this step is TRUE?
a. Marketing researchers should allow managers to vote on which research problems to
address.
b. Marketing researchers should address every research problem that has been
identified.
c. Marketing researchers should address the research problems for which they are
reasonably sure they can get favorable results.
d. Researchers should attempt to address the identified research problems regardless of
the cost of obtaining information.
e. Researchers must carefully review each identified research problem in terms of
trade-off between the information to be obtained versus the costs of obtaining that
information.
A pretest of the questionnaire is useful for all of the following reasons EXCEPT
a. to assess individual questions.
b. to assess sequence of questions.
c. to determine interviewer problems with questions.
d. to determine if data collected are suitable for analysis.
e. a pretest is useful for all of the above reasons.
