The CIO serves as liaison between the firm’s top management and its information
systems department.
a. True
b. False
A statistic used to measure the strength of relationship between categorical variables is
called a Cramer’s V.
a. True
b. False
Judgment samples are best used for
a. causal research.
b. exploratory research.
c. hypothesis testing.
d. descriptive research.
e. experimental designs.
When it comes to establishing causality, a consistent pattern of variation or relationship
between two variables is enough to conclude that one caused the other.
a. True
b. False
Which of the following is TRUE?
a. In forming a question for a questionnaire, a question should be worded so as to
secure an answer with only the required detail, not so as to generate additional
information.
b. It is wise to break one question into two when different frames of reference could be
used by the respondent.
c. The open-ended question is often employed as the beginning question in that it can
provide insight into the respondent’s frame of reference.
d. When determining if the individual has the necessary information, the researcher
should take into account how important the event was likely to be to the individual and
how long ago it took place.
e. All of the above are true.
Refer to Scenario 17.4.
The median split for this sample is
a. 100.
b. 110.
c. 200.
d. 220.
e. There is not enough information to determine the median split.
Which of the following are valid strategies for dealing with not-at-homes?
a. Smaller samples with a greater emphasis on generating a response b. Callbacks
c. Substitutes
d. Both a and b.
e. Both b and c.
Which executive is typically in charge of information to ensure that it is used in support
of strategic thinking?
a. CEO
b. COO
c. CFO
d. CIO
e. CMO
During data analysis, the process of assigning numbers to each answer on a data
collection form so that the answers can be analyzed by a computer is called:
a. Analyzing
b. Coding
c. Checking
d. Verifying
e. Editing
Random error affects the measurement in a constant way.
a. True
b. False
Which of the following is typically NOT included in the introduction to a research
report?
a. Definitions of unfamiliar terms or terms with a specific usage in the report
b. Background history to the research and the report
c. Specific objectives of the research
d. Hypotheses guiding the study
e. Description of the sampling frame and sampling plan
Which of the following questions do you think would be the easiest to code?
a. What are the three characteristics that you find most pleasing when using product X?
b. Have you ever used product X? Yes No
c. What religious denomination do you consider yourself?
d. Please specify the type of television set in your home?
e. How do you feel about commercials on children’s TV shows?
In the chi-square analysis, the greate the differences between the observed frequencies
and the expected frequencies, the les likely it is that there will be a statistically
significant relationship.
a. True
b. False
An environmental research group, using the fixed-alternative format, surveys people
about their recycling practices
in order to determine support for a ban on non-returnable bottles. The group does not
reveal itself or its stance on the issue. The format of this questionnaire is best described
as
a. structured-disguised.
b. unstructured-disguised. c. structured-undisguised.
d. unstructured-undisguised. e. unstructured-open ended.
Which of the following statements are NOT true of mall intercepts?
a. Due to the biased nature of the sampling frame, mall intercepts have become less
popular with marketers in recent years.
b. One problem with a mall intercept approach is that not everyone shops at malls.
c. One problem with a mall intercept approach is that the frequency with which a
person shops at a mall affects his or her likelihood of being asked to participate in the
study.
d. Both a and c.
e. All of the above are true of mall intercepts.
Which of the following details about the sampling plan could the researcher reasonably
exclude from the body of the report?
a. How the population was defined and limited.
b. How the list of sampling units was generated.
c. What bias may have been introduced by overcoming difficulties in contacting
designated sample elements.
d. Why the size of sample was chosen.
e. Calculations used to determine the sample size.
A person’s ability to remember an event is NOT influenced by the
a. length of time since the event.
b. the event itself.
c. stimulus used to facilitate recall.
d. the importance attached to the event.
e. the gender of the respondent.
There are two basic ways marketing research can gather marketing intelligence.
a. True
b. False
Quota samples are typically selected so that the distribution of a characteristic in the
sample matches the distribution of that same characteristic in the population. With
respect to the representativeness of quota samples, it can thus be said that
a. a quota sample may be very far off the mark with respect to other important
characteristics likely to influence the result but which were not used as controls when
selecting the sample.
b. the fact that the distribution of the characteristic in the sample parallels the
distribution in the population does not guarantee that the sample is representative.
c. the quota assigned each field worker should exactly mirror the distribution of the
control characteristic in the population.
d. Both a and b. e. a, b, and c.
Voice pitch analysis attempts to assess the loudness with which people answer specific
questions.
a. True
b. False