The axiom, “You can take any finding in the survey, replicate the survey with the same
probability sample size, and you will be very likely to find the same finding within the
± percent range of the original finding,” is based on the idea of the confidence interval.
Discontinuous panels provide data that may be used for brand-switching studies.
Some methods used to gather marketing tracking data collected at the household level
are by providing panel members with wands or scanners that they use to scan the UPC
codes on the products they purchase, by asking them to keep diaries of their purchases,
and by having auditors conduct audits in the consumers’ household.
A city that is geographically isolated may be considered a good test market city.
Warm-up questions are simple and easy-to-answer questions that may or may not
pertain to the research objectives.
Inference is a form of logic in which you make a general statement about an entire class
based on what you have observed about a small set of members of that class.
Marketing research projects, like the other MIS components, are continuous, running
24/7.
Face validity simply means that the measurement “looks like” it’s measuring what it is
intended to measure.
Which of the following is true about research design?
A) Research design should be the first consideration in a research project.
B) Research design should be selected after thoroughly considering the problem and
research objectives.
C) Research design decisions should be made after data analysis.
D) Research design should be selected during the initial meeting with a client.
E) Research designs should be made after data collection.
If we were to graph the relationship of sample size (x axis) to sample accuracy (y axis),
we would notice that:
A) there is a linear relationship between size and accuracy.
B) accuracy increases quickly, up to about sample size 500, and then accuracy levels off
with relatively small gains made even when sample size is increased to as much as
2,000.
C) accuracy increases quickly, up to about sample size 5,000, and then accuracy levels
off with relatively small gains made even when sample size is increased to as much as
200,000.
D) accuracy increases quickly, up to about sample size 50, and then accuracy levels off
with relatively small gains made even when sample size is increased to as much as 100.
E) We cannot graph sample size and accuracy because we must also include the level of
confidence and the variability within the sample data.
CRM stands for Custom Reporting Methods and refers to a standardized process used
by secondary data firms to report data.
What type of research design should a researcher use if he or she wishes to determine
the effect of a change in price on the sales of a particular brand?
A) causal
B) exploitive
C) longitudinal
D) exploratory
E) discontinuous
What type of panel should be used in brand-switching studies?
A) repeatability panel
B) continuous panel
C) inquisitional panel
D) discontinuous panel
E) exploratory panel
Statistical concepts such as standard error and null hypothesis are forms of ________
analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive
Which of the following is a unique aspect of qualitative research?
A) involves quantifiable response collection
B) utilizes clear and precise methodology
C) provides rich insights into consumer behavior
D) disengages respondents so that they may make their own decisions
E) enhances the ability to predict behavior of respondents
Which is true regarding questionnaire design and computer technology?
A) There has been little progress toward integrating questionnaire design and new
computer technology; the only advance has been achieved through word processing
programs.
B) The field is very advanced; no one designs questionnaires any longer without the aid
of computer software designed for this purpose.
C) Some companies have bridged the gap between basic word processing and the
finished, polished questionnaire; their products are referred to as computer-assisted
questionnaire design programs.
D) Very few computer-assisted questionnaire design programs allow for publication to
the Internet.
E) Computer-assisted questionnaire design is difficult and time consuming.
Mack Trucks decides to conduct an experiment to determine if a new oil additive
actually results in increased fuel efficiency. They find a lab that contains 50 engines that
are exactly alike. Mack randomly divides the 50 engines into two groups – an
experimental group (which has the new oil additive) and the control group (which does
not have the new oil additive). They pour the exact same amount of fuel into all 50
engines and time how long each engine runs. Afterward, they average the length of time
run by the 25 engines in the control group versus the 25 engines in the experimental
group. Which of the following represents the experimental design in this study?
A) X O1
B) (R) O1 X O2
(R) O3 O4
C) O1 X O2
D) (R) O1 X O2
(R) O3 D O4
E) (R) O1 O2
(R) O3 D O4
We have two percentages and we want to know if they are statistically different. We
calculate our z and find that it is 4.21. This means that:
A) the two percentages are the same.
B) the two percentages are not statistically different.
C) the two percentages have a 421 percent chance of not being different.
D) the two percentage are statistically different.
E) the two percentages have a 421 percent chance of being different.
Which of the following is NOT listed in your book as a question you need to answer
before you start writing a report?
A) How long do I have to write the report?
B) Who is my secondary audience?
C) What does your audience need to know?
D) What is your purpose?
E) What message do you want to communicate?
Independent variables are normally measured in different units, so to determine the
relative importance of the beta weights between independent variables we would use:
A) a screening variable.
B) a trimmed model.
C) standardized beta coefficients.
D) betas measured in “like-units.”
E) weighted beta coefficients.
If we are examining the SPSS output for testing the differences between two means
from independent samples (Independent Samples t Test) and we show a Sig. of .001 for
Equal variances assumed under Levene’s Test for Equality of Variances, this means we:
A) should use the “equal variances assumed” output.
B) should use the “equal variances not assumed” output.
C) should not assume anything; run the test properly.
D) should conclude that the two means are significantly different.
E) should conclude that the two means are not significantly different.
What type of interview technique could be used if it was not necessary for the
researcher to watch the respondent to ensure correct procedures are followed?
A) telephone interview
B) in-office interview
C) in-home interview
D) mall-intercept interview
E) confidential interview
If appropriate, materials such as data collection forms or actual computer printouts
should be included in the:
A) printout section of the report.
B) table of computer printouts.
C) list of illustrations.
D) appendix.
E) list of forms.
A study was conducted of online buyers to determine purchasing differences among
buyer segments such as males and females. The research began with a series of focus
groups followed by in-depth interviews. Finally, an online survey was conducted of
several thousand online buyers. If you had to classify this research, which of the
following would be most appropriate?
A) qualitative/quantitative
B) quantitative/qualitative
C) Socratic
D) pluralistic
E) online
Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of
electrical power. She accesses her Lexis-Nexis computer program, which provides her
with articles containing information related to the utilities industry. She discovers that a
new breakthrough has occurred in solar panel technology, and this report was published
during the evening in a newspaper in Europe. She immediately takes this information to
her research and development department. Andrea is accessing which component of the
MIS of Western Utility Corporation?
A) internal reports
B) marketing decision support system
C) marketing intelligence
D) marketing research
A question that asks the age of a respondent in years would be scaled as:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) rank-order.
“What are the considerations that would come to your mind while you are confronted
with the decision to have some type of repair done on the automatic icemaker in your
refrigerator, assuming that you noticed it was not making ice cubes as well as it did
when you first bought it?” violates which question wording guideline?
A) focused
B) brief
C) general
D) elaborate
E) complete
Which of the following is NOT a question to consider when choosing a survey method?
A) What is the incidence rate?
B) How much money is there for data collection?
C) How much time is there for data collection?
D) What type of respondent interaction is required?
E) Which is the easiest method for the researcher?