A validation check occurs when a respondent reaches a certain point and then decides
not to answer any more questions in the survey.
We would use the Pearson correlation table if we wanted to visualize the nonmonotonic
relationship between two nominal scaled variables.
One of the appealing aspects of the semantic differential scale is that the researcher may
compute averages and plot them on the scale. This creates a “profile” of the object
being measured € store, brand, and so on.
Two types of statistical inferences are parameter estimates and hypothesis tests.
The characteristic of direction, in describing the relationship between two variables, is
applicable only when the relationship is either monotonic or linear.
Tab programs, such as SPSS’s Quantum, routinely provide top-two box, top box, and
(sometimes) bottom-two box scores.
Many limited-service firms specialize in some form of online research.
It is important that marketing researchers try to educate managers/clients on the
determinants of sample size as an ethical issue arises when the researcher benefits by
using larger samples.
One of the differences between systematic sampling and simple random sampling is
that the first one works its way through the entire population from beginning to end.
The second one guarantees that the complete population will be covered, but without a
systematic pattern.
A graph of the relationship between accuracy and size of the sample shows that
accuracy increases dramatically up until sample sizes near 500. Thereafter, it takes
much larger increases in sample size to gain increases in accuracy.
Central location telephone interviewing offers good control of interviewers.
The Pearson product moment correlation measures the linear relationship between two
nominal and/or ordinal scaled variables.
Focus groups should be composed of persons who are similar in terms of demographics
and other relevant variables.
Although computer-assisted questionnaire design programs allow for the development
of questionnaires, only data analysis-dedicated software programs allow for the data to
be analyzed.
Associative analysis procedures are useful because they determine if there is a
consistent and systematic relationship between the presence (label) or amount of one
variable and the:
A) nonpresence of a regressive relationship.
B) presence (label) or amount of another variable.
C) presence (label) or amount of the same variable.
D) covariance of the other variable.
E) presence of unobservable variables.
Which of the following is true with regard to variability?
A) p is always less than q
B) q is always less than p
C) q=100%-p
D) p and q are always equal
E) p+q=1.96
A typical computer-assisted questionnaire design program will assist the designer by
offering computerized menus for design issues such as:
A) the type of question format.
B) the number of response categories.
C) whether multiple responses are to be used.
D) if skip questions are to be used.
E) All of the above features are typically offered.
Which of the following is NOT an example of how an interviewer might lead a
respondent?
A) giving verbal cues over the telephone such as “uh-huh” to responses the interviewer
disagrees with
B) interviewer nodding his or head slightly as a “yes” to a question he or she agrees
with
C) responding to a respondent by saying “I thought you would say ‘yes’ as over 90% of
my respondents have agreed on this issue.”
D) asking the question “Is conserving electricity a concern for you?” instead of, “Isn’t
conserving electricity a concern for you?”
E) verbal cues such as “okay” over the telephone to responses interviewers agree with
Which of the issues below best illustrates researchers falsifying data in order to make
the findings consistent with predetermined points of view?
A) lack of research integrity
B) lack of the use of PRCs who would not falsify data for any reason
C) when clients use fake “research funds provided” to underbid projects
D) lack of the use of data falsification software
E) use of data falsification software
A) 95 percent or 96 percent.
B) 5 percent or 10 percent.
C) 95 percent or 99 percent.
D) 1 percent or 5 percent.
E) None of the above; level of confidence is determined by the formula.
Louise Fulkerson is president of the Student Marketing Association at Baylor
University. Louise and the other officers want to conduct a short survey to determine
the type of programming they should offer for the upcoming year. Their population is
defined as ‘students in the College of Business.” One of the officers suggests that each
of them go into their classes, mostly seniors, and conduct the survey. “We can do it
easily and fast, and our professors will be glad to help the association out by giving us a
few minutes to conduct the survey,” says one of the officers. But Louise is worried
about the sample. “Most of us are marketing majors and we are all seniors taking senior
classes. I would prefer to ask the Department Chairperson if we can survey students
taking Fundamentals of Marketing because all majors have to take this course, and most
of the future members of the Association will be coming from these Fundamentals
classes.” Louise is suggesting which one of the following sampling methods?
A) quota sample
B) purposive sample
C) stratified sample
D) representative sample
E) systematic sample
A research firm that uses only one technique, such as eye movement research or taste
testing, would be called:
A) a full-service supplier firm.
B) a syndicated data service firm.
C) a firm that is said to have “vision.”
D) a limited-service supplier firm.
E) an internal supplier firm.
Certification of marketing researchers means:
A) marketing researchers who earn the PRC would be the “best” marketing researchers.
B) those having the PRC would be able to charge higher fees for their services.
C) those certified have passed some standard(s) of performance.
D) those holding the PRC would have achieved the maximum standard of performance.
E) those desiring the PRC will have better report writing skills.
Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising
message will be effective in generating interest in purchasing their portable vacuum
cleaner. They contact marketing research firm, InsightExpress®, which has a service
that tests proposed ad copy with consumers they have recruited to participate. Copies of
the ad are prepared and are shown to several hundred consumers online. Consumers
evaluate the ad, and the results are given to Dirt Devil. This is an example of which of
the following?
A) longitudinal research
B) causal research
C) experimental research
D) exhaustive research
E) cross-sectional research
Unfortunately, many managers falsely believe that sample size is:
A) related to proper data analysis.
B) related to the representativeness of the sample.
C) determined by computer programs.
D) an irrelevant ‘statistical” technicality issue.
E) related to the level of accuracy desired.
Assume that a researcher and client determine that a p value of .05 or less determines
significance. Listed below are several correlation coefficients and their respective
significance levels. Which correlation coefficient demonstrates an association not likely
due to chance; that is, is it significant?
A) .22, .06
B) .75, .05
C) .32, .15
D) .76, .95
E) .05, 1.00
A marketing strategy consists of selecting a segment of the market as the company’s
target market and designing the proper:
A) products for that target market.
B) “mix” of product/service, price, promotion, and distribution for that market.
C) promotion for that target market.
D) incentives to allow a large percentage of the target market to purchase goods and
services from the company.
E) definition of the marketing “mission statement”.
In 2004, Mack Mitchell, owner of Mitchell Helicopters, decided he needed marketing
research conducted before he made a decision that would change the total strategic
direction of his company. Mack was convinced that the future market was not for the
large, very expensive helicopters the industry had been providing the market for more
than 50 years. Rather, he envisioned a significant market of small, single-seat
helicopters that would be used by high-income business executives to commute in large
cities where commuting was becoming increasingly difficult. To be successful, Mitchell
knew that this involved much more than designing and building a small helicopter. It
also meant that buyers would have to make infrastructure changes by installing
safe-landing pads at home and at work. If he was right, Mitchell would be embarking
on a major change for the company; a change that would put the financial stability of
the company at risk. Because it was such a major decision, Mitchell wanted research to
confirm or disconfirm his decision. Remember we are assuming this situation occurred
several years ago in 2004. In 2004, Mitchell would have been hampered in deciding
which marketing research firm to hire for this important decision because:
A) there are no marketing research firms that are market segment specialists in the
demand for small, commuter helicopters.
B) the larger, more reputable marketing research firms have skills that are focused on
providing standardized information, such as syndicated data or standardized services.
C) due to the fact that there was no certification program in the marketing research
industry in 2004, it would be more difficult for Mitchell to evaluate whether or not the
individual researchers have the business knowledge and marketing expertise to conduct
an appropriate marketing research study.
D) by identifying the nature of the desired research, Mitchell would have made his
commuter-copter idea public.
E) Mitchell has not conducted enough secondary data research to enable him to
determine if the value of the research will outweigh the costs of the research.
The owner of a shoe store knows that as children increase in age, their shoe size tends
to get larger. This is an example of what type of relationship?
A) causal relationship
B) duotonic relationship
C) monotonic relationship
D) nonmonotonic relationship
E) linear relationship
If you were to find a significant association between two nominally scaled variables, a
good way to present the findings in your cross-tabulation table would be to use:
A) a p value for each nonmonotonic relationship found.
B) a Sig. value for each nonmonotonic relationship found.
C) graphical presentations.
D) numerical presentations that clearly indicate the direction and strength of the
relationship.
E) numerical presentations that clearly indicate the linear values in the relationship.
The manager of the city’s professional hockey team conducted a large survey. He
wanted to know if there was an association between fans being ‘season ticket holders”
versus “nonseason ticket holders” and whether they “bought” versus “didn’t buy”
hockey team merchandise at the game. Because his survey included these
measurements, he used SPSS to run a Pearson product moment correlation coefficient
that turned out to be .88 with a Sig. value of .001. This meant that:
A) there is no significant relationship.
B) there is a significant, strong, positive relationship.
C) there is a significant, strong, negative relationship.
D) there is a significant, moderate, positive relationship.
E) None of the above; Pearson’s product moment correlation is not the appropriate
measure of association here because both variables are nominally scaled.