Having the employee watch the salad bar usage is actually a(n) research design.
a. Observational
b. Survey
c. Experiment
d. Causal study
e. None of the above.
Which of the following statements about depth interviews in NOT true?
a. They are used to conduct exploratory research.
b. They don’t require a random sample.
c. They are usually informal.
d. They often yield a final, conclusive answer to the problem.
e. All of the above are true.
In testing a multiple regression equation for statistical significance, the first step
involves
a. testing the intercept term using a t-test.
b. using a t-test to examine the significance of the overall equation.
c. using an F-test to examine the significance of the overall equation.
d. testing each of the slope coefficients using a t-test.
e. testing each of the slope coefficients using an F-test.
Which of the following statements is NOT true of motives?
a. Marketers have an interest in consumer motives because it is believed that motives
are stable and thus offer a strong basis for predicting future behavior.
b. A motive might be considered an inner state that produces goal-oriented behavior.
c. For marketing purposes, motives and attitudes are essentially the same thing.
d. Marketers believe that an understanding of the motives behind a behavior might
allow them to better influence future behavior.
e. All of the above statements are true of motives.
What type of scale is the following? What was your annual gross income (before taxes)
last year? $____. a. Nominal scale
b. Ordinal scale
c. Interval scale
d. Ratio scale
e. Constant-sum scale
A famous case in the 1980s involved Coca-Cola introducing New Coke after much
research. The failure of New Coke was largely due to:
a. A narrow conception of the research.
b. Uneven caliber of researchers.
c. Poor problem definition.
d. Late and occasional erroneous findings.
e. Personality and presentation differences.
Of the following situations, which would be the most appropriate for using a
discontinuous/omnibus panel?
a. To gain insights into changes in consumers’ purchases and attitudes
b. To determine if members of the panel switched brands from one time period to the
next
c. To determine how consumers feel about two different product packages by varying
panel questions from one panel measurement to the next
d. To have a focus group moderator ask participants about their views on a new
advertisement.
e. All of the above.
A store manager for Kroger noticed that several of his regular customers have stopped
coming to his store. He also noticed that most of these customers had started shopping
at the Walmart Supercenter that had opened about a mile from Kroger a few months
ago. The fundamental source of this marketing problem might best be described as
a. a planned change in the marketing environment.
b. serendipity.
c. an unplanned change in the marketing environment.
d. a planned change that occurred at the Kroger store.
e. None of the above.
Dunder Miflin paper company already has data within the company that will help it
make some routine decisions.
How will the Dunder Miflin marketing research team likely access this data?
a. Conduct primary research.
b. Submit a request for data to the Information Technology department.
c. Use the corporate Decision Support System (DSS).
d. Use Google to search for sources of online data.
e. All of the above.
Which of the following best represents the objective of the moderator in conducting a
focus group?
a. Strictly following the moderator’s guidebook.
b. Allowing for a free-flow of ideas that are unrestricted and therefore more conducive
to creativity.
c. Striking a balance between stimulating natural discussions while ensuring the group
does not wander too far from the topic.
d. To include as many people as possible in a particular group; this enables the results to
be more representative. e. The moderator must be completely unfamiliar with the
purpose of the research.
Exploratory studies do not involve:
a. The analysis of selected cases.
b. Probability sampling plans.
c. Experience surveys.
d. Good luck.
e. A search of published statistics.
When disguise has involved an active deception of consumers, it is necessary to:
a. Tell them that they have been misled.
b. Explain why the deception was necessary.
c. Provide a general overview of the purpose of the project.
d. All of the above.
e. A and B only.
Nonsampling errors occur because of errors in
a. conceptionalization of the response project.
b. reporting the results of a project.
c. arithmetic.
d. interpreting respondent replies.
e. All of the above are nonsampling errors.
Which of the following is TRUE?
a. When sampling from a population that is highly skewed, a cluster sample generally
provides the most representative sample.
b. Stratified sampling is a very useful sampling technique. It allows closer examination
of the characteristics of particular subgroups. It also lowers the chance of error by
ensuring that subgroups are adequately represented in the sample. However, this
method generally produces less precise estimates of population values than simple
random samples.
c. In calculating the standard error of the mean when using a stratified sample, one finds
that differences among strata means do not enter the estimate.
d. When using proportional allocation in stratified random sampling, one samples from
each of the strata in proportion to their respective variabilities.
e. The sampling distribution of means for stratified sampling is generally less
concentrated than that obtained from simple random sampling.
After working through the first two steps of the process of problem definition, the
researcher should be in a position to state the manager’s:
a. Root problem cause.
b. Buy-in.
c. Change resistance.
d. Resolution timeframe.
e. Decision problem.
An important advantage of using an outside research firm is the degree of objectivity it
brings to a project.
a. True
b. False