The main advantage of panels is that they are representative and/or random.
a. True
b. False
The tendency for earlier questions to affect respondent’s answers to later questions is
called question order bias.
a. True
b. False
Which of the following about questionnaire design is TRUE?
a. If the early steps in questionnaire design are carefully followed, the questionnaire
usually does not need to be revised.
b. When designing questionnaires, the researcher should expect to do a good deal of
iteration and looping among the steps.
c. As a general rule, larger questionnaires are favored over smaller ones, because they
are less crowded.
d. Both a and b.
e. a, b, and c.
Which of the following is a potential use of test marketing?
a. To test the sales potential for a new Colgate toothpaste.
b. To test variations in the marketing mix for an existing P&G detergent.
c. To test the sales potential for a new offer by the local telephone company.
d. To test the impact of a price increase on the perception of the product.
e. All of the above.
The researcher’s recommendations
a. should follow the conclusions in the report.
b. are straightforward for strategy-oriented research.
c. are less straightforward for discovery-oriented research.
d. All of the above.
e. Both b and c.
People meters attempt to measure not only the channel to which the set is tuned, but
also who in the household is watching.
a. True
b. False
In indirect observation, the researcher is observing attitudes.
a. True
b. False
It is not in the best interests of the researcher to point out the limitations of the research
to the reader.
a. True
b. False
When the variable you need to present contains more than about five or six levels,
which type of graphic or chart should you avoid using to depict it?
a. Stacked bar chart
b. Pie chart
c. Table
d. Stratum chart
e. Pictogram with different symbols for each level
An accounting firm decided to conduct a survey among its past clients. A sample of 500
clients was randomly selected to receive a mail survey. A total of 175 clients responded
to the survey; 30 of the mailing addresses were not valid. The response rate on the
project would be correctly calculated as
a. 85%.
b. 65%.
c. 37%.
d. 35%.
e. 17%.
The outcome variable that is influenced by the manipulation of another variable(s) is
called the variable.
a. causal
b. independent
c. descriptive
d. dependent
e. resultant
The question, “Do you exercise often? seldom? sometimes?” is
a. leading.
b. concrete.
c. ambiguous.
d. contains an implied alternative.
e. contains an implied assumption.
Which of the following is NOT a probability sample?
a. Simple random sample
b. Stratified sample
c. Cluster sample
d. Judgment sample
e. All of the above are probability samples.
The Townsquare Tattler, gossip tabloid, has decided to do some market research to help
it sell more advertising.
What should it seek to learn through its research?
a. Which of its stories are most popular.
b. The demographic profile of its audience.
c. How much readers are willing to pay for an issue.
d. The size of its total readership.
e. Both B and D.
Recognizing patterns, such as identifying fraudulent insurance claims made by
otherwise consistent policyholders, is an example of which kind of descriptive analysis
technique?
a. Data screening
b. Visualization
c. Neural networks
d. Data fusion
e. Data mining
Primary data can be collected in several ways. Which of the following primary data
collection methods would be exemplified by constructing see-through mirrors in a retail
store whereby consumers’ actions could be recorded?
a. Focus groups
b. Surveys
c. Disguised observation
d. Natural setting
e. Both c and d.
Hypothesis testing involves two mutually exclusive hypotheses that are known as
a. null and alternative.
b. null and conformative.
c. primary and alternate.
d. true and false.
e. normal and variant.
If the correlation between two variables x and y is equal to −0.90, which of the
following is TRUE?
a. x and y are highly related, whereby a positive change in x is accompanied by a
positive change in y.
b. The two variables x and y are not related to one another.
c. x and y are highly related, whereby a negative change in x is accompanied by a
positive change in y.
d. The coefficient of determination is equal to −0.81.
e. An increase in x is accompanied by a decrease in y.