Online information is so prevalent and often common sense, so it is okay to use
information from websites without referencing the information used.
Statistical concepts such as standard error and null hypothesis are forms of predictive
analysis.
In determining the level of confidence, any level of confidence is possible, but
marketing researchers typically use between 60 percent and 100 percent , depending on
the importance of the issue and how much the client has to spend on the research.
In experimental design nomenclature, an O represents the measurement of the
dependent variable.
When ITBs or RFPs are used, there is little dialogue between researchers and managers
in terms of defining the problem.
A completed interview may be defined as one in which there are no item omissions and
unintentional respondent errors.
Information provided to clients cannot accurately represent likely outcomes and results
compared to alternative available methodologies.
A leading question is one that:
A) is used to begin the questionnaire and must be carefully worded for ease of response
and also for interest.
B) is used to begin the questionnaire and should address the key issue of the research
project in case respondents refuse to answer further questions.
C) is worded in such a way that gives the respondent a clue as to how to answer and
should be avoided.
D) is worded in such a way that gives the respondent a clue as to how to answer and
should be used to help the researcher achieve the desired results.
E) all of the above
Your university decides it will create a panel of consumers in your local area. The
purpose of the panel is to report the local population’s attitudes, preferences, and
intentions on a variety of local issues. In the first administration of the panel, the
questions asked for voter preferences for an upcoming local election. In the second
administration, questions submitted to the panel asked for their attitudes about the
quality of the drinking water and air in your area. Which type of panel has your
university created?
A) continuous panel
B) inquisitional panel
C) discontinuous panel
D) repeatability panel
E) exploratory panel
The issue of ________ continues to be dominant in today’s world of ‘scraping” websites
to gather information.
A) the slow speed of data collection
B) privacy
C) resentfulness toward invasive researchers
D) data incompatibility
E) misinterpreting clients’ real problems
Which of the following is NOT a method for collecting survey data?
A) person-administered surveys
B) computer-administered surveys
C) self-administered surveys
D) multiple modal surveys
E) mixed-mode surveys
Packaged information services collect market tracking data at the household level by
using:
A) video cameras, 35 mm cameras, tape recorders, and scanning devices.
B) panels of auditors, diaries of store managers, and video cameras.
C) consumer protocol data, household pantry inventories, and private investigators.
D) panels of consumers who may use scanning devices, diaries, and home audits.
E) focus groups, ethnographic studies, and diaries.
Reversal of scale endpoints may be useful for controlling a respondent’s:
A) tendency to guess answers.
B) false answers.
C) nonresponse.
D) attention loss.
E) misunderstandings.
Rachel would like to create a new department within her firm. She wishes that her firm
could provide information that will help link consumers outside the firm to individuals
in the firm. The individuals inside the firm would make decisions used to identify
marketing opportunities and problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and perhaps improve the understanding of marketing
as a process. Rachel should name this department:
A) the department of consumer public information.
B) the marketing research department.
C) the marketing performance and evaluation department.
D) the marketing opportunities department.
Jerri Allen has trained for several months to conduct focus groups. She has just
completed her first focus group as the moderator. Which factor should Jerri remember
when reporting and using focus group results?
A) Qualitative statements must be categorized, and assessments must be made as to the
representativeness of the focus group participants.
B) All statements must eventually be quantified and input into some type of data
analysis software package that allows descriptive statistics to be calculated.
C) Statements must be summarized, and the influence of the focus group leader must be
excluded from the results.
D) Statements are not summarized, but are reported verbatim. Yet the influence of the
focus group leader must still be excluded from the results.
E) Jerri does not need to worry about the report as focus group “reports” simply consist
of providing clients with video and audio recordings of the focus group.
Snowball sampling is another name for:
A) referral sampling.
B) quota sampling.
C) convenience sampling.
D) purposive sampling.
E) simple random sample.
Which of the following would help the reader locate information in the research report?
A) letter of transmittal
B) executive summary
C) table of contents
D) introduction
E) the title page
A demographic question like, “On a scale of 1 to 5, how does Starbucks rate on variety
of its coffee drinks?” should have which of the following central tendency measure for
the responses?
A) mode
B) variance
C) median
D) range
E) mean
A prescriptive research study:
A) provides information that allows the manager to best remedy the dissatisfaction.
B) describes general marketing phenomena like customer satisfaction/dissatisfaction.
C) determines the sources of dissatisfaction associated with marketing phenomena.
D) attempts to uncover the factors that cause some event.
E) mainly tests customer satisfaction levels.