Which of the following can be used to measure knowledge of an advertisement?
a. Unaided recall
b. Aided recall
c. Recognition
d. Both a and b.
e. a, b, and c.
If you have five friends who tell you they all have had a great experience with their
purchase of a Chevrolet and you used this evidence to decide to buy a Chevrolet, you
would be using
a. consumer self-report and evaluation.
b. statistics.
c. inference.
d. independent judgment.
e. None of the above.
If we were measuring a customer’s age, income, gender, education, occupation, marital
status, etc. we would be measuring
a. attitudes/opinions.
b. psychological/lifestyle characteristics.
c. demographic/socioeconomic characteristics.
d. behavior and perceptions.
e. None of the above.
A product manager is eager to develop a new product idea. To gain approval to do so,
the product manager orders the research team to survey a small group of customers that
have been briefed on the product concept already and who reacted favorably to it. This
type of research effort is known as:
a. Sugging
b. Advocacy research
c. Product research
d. Consumer research
e. Focus group research
Predictive analysis focuses on future-oriented, potential behaviors as opposed to merely
classifying past behaviors.
a. True
b. False
When it comes to the actual writing of the report, you should use short paragraphs and
long sentences.
a. True
b. False
Nonresponse error represents a failure to obtain information from some elements of the
population that were selected and designated for the sample.
a. True
b. False
The interesting thing about confidence intervals established employing stratified
sampling is that
a. the within-strata variability does not enter into the calculation of the standard error of
estimate.
b. the between-strata variability does not enter into the calculation of the standard error
of estimate.
c. neither the within-strata variability nor the between-strata variability enters into the
calculation of the standard error of estimate.
d. the confidence interval is wider than that established employing simple random
sampling.
e. the sample mean provides a biased estimate of the population mean.
Which statement does not accurately describe a good pie chart?
a. It is particularly effective for depicting relative size or emphasizing static
comparisons.
b. No more than six slices should be generated.
c. The division should start at the twelve o’clock position.
d. The sections should be arrayed clockwise in increasing order of magnitude.
e. Exact percentages should be provided for each segment.
Which of the following is FALSE?
a. The order in which response alternatives appear can change the results on a survey
question.
b. Item nonresponse invalidates the results of a research project.
c. When designing questionnaires it is good to keep in mind that many people have
difficulty with relatively simple tasks.
d. A leading question is one formed so as to give the respondent a clue as to how he or
she should answer.
e. Just about any kind of information can be gathered using open-ended questions.
The decision to use observation methods of data collection requires that the researcher
specify:
a. Who is to be observed.
b. What aspects of the behavior should be reported.
c. When the observation is to be made.
d. Where the observation is to be made.
e. All of the above.
Which of the following is NOT a useful means of assessing the accuracy of secondary
data?
a. The cost of the data.
b. The source of the data.
c. The sponsor of the research.
d. The data collection methods.
e. The presentation of the data.