Although focus groups vary in size, most consist of members.
a. 1-2
b. 3-4
c. 8-12
d. 15-18
e. 20 or more
An entrepreneur is able to analyze traffic pattern and consume demographic(includingin
come,ethnicity,age to identify the best site for her new upscale Italian restaurant.
Mapping software, often called easily combine demographic data with geographic
information.
a. Marketing information system
b. Management information system
c. Business locator software
d. Geographic information system
e. None of the above.
An analyst wishing to compare the monthly consumption of ABC ice cream against the
four other leading brands during the last three years should probably use a
a. line chart.
b. pie chart.
c. bar chart.
d. pictogram.
e. stratum chart.
A firm might be expected to initiate a specific research project to supplement the DSS
in which of the following situations?
a. Information is needed on projected inflation rates over the next five years.
b. Information is needed on initial consumer response to the introduction of a new
product.
c. Information is needed to evaluate the past performance of one of the company’s
wholesale distributors.
d. Information is needed to determine next year’s goals for the company sales force.
e. Information is needed to forecast demographic needs.
Which of the following is FALSE?
a. There is a definite increase in claimed awareness when a respondent’s memory is
jogged using a recognition measure rather than an aided recall measure.
b. One thing that affects a respondent’s willingness to provide an answer is the amount
of work involved in producing it.
c. The only historically successful way of asking about a sensitive issue is to state that
the behavior or attitude is not unusual before asking the specific questions of the
respondent.
d. In general it is better to address sensitive issues later, rather than earlier, in the
survey.
e. The randomized response model is sometimes used to secure sensitive information.
The range within which to population parameter is likely to fall in the population based
on the sample statistic is known as the
a. confidence frame.
b. sampling interval.
c. confidence interval.
d. sampling frame.
e. parameter interval.
Which of the following affords the researcher the most sample control with respect to
getting cooperation from the respondent?
a. Phone interviews
b. Personal interviews
c. Mail questionnaires
d. Questionnaires published in newspapers
e. Warranty information cards
Analytical techniques, when applied to large sets of data, can:
a. Describe consumer behavior.
b. Predict future consumption actions.
c. Prescribe courses of action for a firm and its management
d. All of the above.
e. None of the above.
A television network sponsors a survey that contains the question, “How often do you
watch television?” This question is an example of a______________
a. low-structured question.
b. disguised question.
c. high-structured question.
d. close-ended question.
e. fixed-alternative response question.
A company selling a food product had received a number of complaints about its
packaging. After researching the complaints, the company switched packaging, and
sales increased significantly. In marketing research terms, this type of change is best
understood as:
a. Product change
b. Packaging change
c. Unplanned change
d. Planned change
e. Materials change
Refer to Scenario 17.4.
The degrees of freedom would equal
a. 14.
b. 24.
c. 219.
d. 199.
e. Cannot tell from the given information.
Like focus groups, nominal groups are a terrific technique for generating new ideas.
a. True
b. False
If the F-value in ANOVA produces a significantly high -value (a.k.a. “Sig.” in SPSS) of
0.11 or more, then it is appropriate to proceed with a post-hoc test (e.g., Duncan).
a. True
b. False
A researcher is seeking a representative sample (of size n=50) of Fortunemagazine’s list
of the 500 largest industrial corporations. She randomly decides to begin at company
number 4 and then select every 10th company until 50 have been selected. The
researcher is using what type of sampling plan?
a. Simple random sampling
b. Judgment sampling
c. Systematic sampling
d. Stratified sampling
e. Convenience sampling