A random sample must be perfectly accurate to be considered a very good
representation of the population.
The sample unit refers to the basic level of investigation; this could be a person,
household, or supermarket.
n-Way ANOVA is a procedure that determines differences between three or more
percentages.
When a firm is “consumer -oriented” or “market-driven,” it follows the marketing
concept business philosophy.
To use a correlation, you must first establish that it is statistically significant from 1.
The type of research study that describes factors such as consumer attitude, consumer
behavior, or competitor strategies is referred to as descriptive research.
A researcher’s use of secondary data often depends on whether the reporting unit
matches the researcher’s need.
Because all products eventually end up in the consumer market, there is no such thing
as industrial test markets.
While there are many individual classes available for educating members of the
marketing research profession, as of 2010, there are no masters programs offering a
specialization in marketing research.
The definition of marketing research provided by the American Marketing Association
stresses the 11-step process of marketing research.
Measures of variability are concerned with depicting the typical difference between the
values in a set of values.
Once PRC certification is awarded to an individual, there is no requirement that the
individual do anything else to maintain his/her certification.
In the following straight-line formula, y =a + bx, the variable being predicted is the beta
weight, b.
To run chi-square analysis in SPSS, you should go to the Crosstabs command, click
Statistics, then select Chi-Square.
Researchers should inform clients as to how the proposed sample plan will result in a
representative sample in order to avoid:
A) recommending a more costly design than is needed.
B) designing a study in which data are collected for multiple clients.
C) misrepresenting sampling methods.
D) A and C only.
E) All of the above will be prevented by sharing this information with the client.
In trying to estimate the variability in the population in order to determine pq, which of
the following represents viable alternatives?
A) Use a random number generator to provide two random values for p and q.
B) Use the most conservative approach, p = 10, q = 90.
C) Use 90/10 or find a former study and calculate the variance or conduct a pilot study.
D) Use 1/5 or find a former study and calculate the variance or conduct a pilot study.
E) Use 50/50 or find a former study and calculate the variance or conduct a pilot study.
Which of the following is the most accurate statement regarding the importance of the
questionnaire in the research process?
A) Relatively speaking, the questionnaire is unimportant in the marketing research
process.
B) Not only is the questionnaire a very important ingredient, but its design affects the
quality of the data collected; even experienced interviewers cannot compensate for
questionnaire defects.
C) The questionnaire is tied with the written report as being the most important item in
the marketing research process.
D) Not only is the questionnaire a very important ingredient, but its design affects the
quality of the data collected, though experienced interviewers often compensate for
questionnaire defects.
E) Questionnaire design is the most important step in the marketing research process.
What type of test marketing should be used when a firm wants to test the product and/or
marketing mix variables through the company’s normal distribution channels?
A) controlled test markets
B) electronic test markets
C) simulated test markets
D) norm test markets
E) standard test markets
________ is a common way to risk producing an unethical visual.
A) Omission of data
B) Understating the meaning of data
C) Overstating the meaning of data
D) Changing the scale on a graph
E) all of the above
A common ethical code among major associations is to ensure that researchers will not
misrepresent the impact of the sampling method and its impact on sample data. This
code falls into the category of:
A) fair dealings with respondents.
B) fair dealings with clients and subcontractors.
C) maintaining research integrity.
D) concern for society.
E) raising ethical sensitivities.
It is impossible to determine the probability when using nonprobability methods
because:
A) the selection technique is subjective.
B) the population size is known.
C) the population size is unknown.
D) the selection technique is objective.
E) there is no true selection technique.
When a respondent indicates “no opinion” to most of the questions, which of the
following categories does he or she fall in?
A) incomplete response
B) a middle-of-the-road pattern
C) nay-saying pattern
D) nonresponse to specific questions
E) a yea-saying pattern
Requests for researchers to conduct a study among 8 to 12 year olds to understand how
to persuade kids to demand more of their products (soft drinks and vending machine
food) in schools demonstrates the need to:
A) include educators in the research.
B) communicate research goals to parents.
C) adopt industry best practices.
D) make improvements to ethical conduct in the industry.
E) maintain credibility of research in the eyes of the public.
The four basic types of relationships between two variables are:
A) a non-monotonic, duotonic, linear, and curvilinear.
B) nonmonotonic, duotonic, sublinear, and curvilinear.
C) nonmonotonic, monotonic, linear, and curvilinear.
D) causal, consistent, systematic, and linear.
E) duotonic, linear, sublinear, and alinear.