Research determines a significant difference between cold remedy preferences
depending on symptoms to be relieved. When the marketing manager markets several
different remedies, each designed to reduce a different symptom, we can say the
differences found in the research are actionable.
The Pearson product moment correlation measures the linear relationship between two
interval-scaled and/or ratio-scaled variables.
Protocol analysis involves placing people in decision-making situations and asking
them to verbalize everything they consider when making a decision.
Categorical scales represent scales that are either nominal or ordinal.
Interview evaluation refers to the fact that some people become anxious about the
possible reactions the interviewer may have to their answers to survey questions.
Conclusions are assertions that certain conditions exist or that certain reactions will take
place if the considered alternatives are implemented.
Which of the following is NOT an advantage of computer-administered surveys?
A) ability to develop rapport with the respondent
B) speed
C) error-free interviewing
D) use of pictures, videos, and graphics
E) possible cost savings
Which of the following is the best definition of cluster sampling?
A) The population is divided into subgroups and a simple random sample is taken from
each subgroup.
B) The population is divided into subgroups; subgroups are combined into clusters, and
subsets of clusters are sampled.
C) The population is divided into subgroups and a single/or several subgroup(s) is/are
then selected from which either a census or a sample is drawn.
D) The population is divided into subgroups and a single/or several subgroup(s) is/are
then selected from which a sample is drawn.
E) The population is divided into subgroups and a systematic sample is taken from each
subgroup.
The four questions of who, what, why and how are relevant to which of the following
aspects of conducting surveys?
A) tapping the unseen in survey research
B) computer-administered surveys
C) self-administered surveys
D) subgroup analysis
E) simplified administration
Which is NOT true regarding the importance placed on the marketing research report?
A) The report is the product that represents the efforts of the research team.
B) The report communicates the research project and findings to the client.
C) The report helps build credibility.
D) The report may be the only part of the project that the client will see.
E) The report’s organization and format are not all that critical as long as the
conclusions are well written.
Once a decision is made regarding the probable cause of a symptom, a firm’s
management should specify the:
A) data required for further research.
B) decision alternatives.
C) results of a situation analysis.
D) results of a decision analysis.
E) ITBs.
The primary disadvantage of computer-administered surveys is that:
A) real-time data capture is error-prone.
B) because the data is entered directly into the computer, interview evaluation time is
limited.
C) costs of design, programming, debugging, and set up are high.
D) a limited number of people have access to computers.
E) technology anxiety is common.
Which of the following reporting units contain BOTH Metropolitan SAs and
Micropolitan SAs?
A) Core Bulletin Statistical Association
B) Combination of Business and Suburban Areas
C) Confederation of Business Statisticians of America
D) Core Based Statistical Areas
E) None of the above: the terms “Micropolitan SAs” and “Metropolitan SAs” are used
interchangeably.
Barnes & Noble managers were prompted to ________ when presented with marketing
research which indicated that its competitor, Amazon, had developed the Kindle to
begin selling books online.
A) identify market opportunities
B) improve marketing as a process
C) monitor marketing performance
D) generate, refine, and evaluate potential marketing actions
E) select new target markets
In experimental designs an R stands for:
A) restricted use of complex variables.
B) random assignment of research subjects (e.g., stores) to groups (experimental and
control).
C) random assignment of treatments to either the independent or the dependent
variables.
D) realism; which is appropriate only for studies with external validity.
E) There is no R in experimental design terminology.
Which of the following was NOT discussed in the textbook as an appropriate condition
for the use of an observation study?
A) There is a short time interval between the beginning and end of the behavior to be
observed.
B) The behavior must be amenable to physiological measurement.
C) The behavior is public and therefore readily observed.
D) The behavior is so automatic or repetitive that any personal recall on the
respondent’s part is likely to be faulty.
E) All of the above were discussed as appropriate conditions for an observation study.
Which of the following is true regarding what the authors have to say about the
percentage of respondents willing to participate in research surveys?
A) The percentage has been going up because consumers see a difference between
research and telemarketing.
B) The percentage has been going down because consumers see a difference between
research and telemarketing.
C) The percentage has been stable.
D) The percentage goes up exponentially when incentives are provided.
E) The percentage has been going down.
A study is to be performed for a local restaurant, McGuire’s, and Mr. McGuire wants to
know the awareness of the restaurant name as well as satisfaction with food, service,
and prices. Furthermore, being in the restaurant business for many years, Mr. McGuire
is certain that he has very different clientele depending on which meal and whether they
are there during the weekdays or weekends. Therefore, he wants to know answers to
these issues by subgroups such as those who have eaten lunch meals, dinner meals,
weekday patrons, and weekend patrons. Given these analysis goals, which sample size
approach should be considered?
A) arbitrary approach
B) conventional approach
C) statistical analysis approach
D) confidence percentage approach
E) the cost basis approach
Which of the following would be included in the introduction?
A) title
B) executive summary
C) research objectives
D) results
E) method