All of the experimental designs discussed in the book can be implemented within the
context of the virtual world but not the real social world.
At the editing stage, the researcher makes a preliminary check for consistency.
A panel consists of a sample of respondents, generally households that have agreed to
provide information over an extended period.
According to the text, while there is no single, optimal number, traditional guidelines
suggest that there should be between one and four categories when using itemized
rating scales.
Fieldwork is the step in the research process immediately after developing an approach
to the problem.
Generally, large samples are desirable in social media research.
A population is the total of all the elements that share some common set of
characteristics.
Social media should not be used to make rating-scale decisions; such decisions should
be based only on theoretical considerations.
Including a client as a co-researcher in focus group settings without introducing the
client as the sponsor of the research raises ethical problems.
Cross-tabulation with two variables is known as twice-tabulation.
Statistical calculation of sample size requires determining the z value.
A part of the data cleaning process that identifies data that are out of range or logically
inconsistent, or that have extreme values, is called consistency checks.
Companies that collect and sell common pools of data designed to serve information
needs that a number of clients share are called syndicated services.
Non-parametric tests are hypothesis testing procedures that assume the variables of
interest are measured on at least an interval scale.
The type of qualitative research in which the purposes of the project are disguised from
the respondents is called an indirect approach.
The resume of the decision maker is one of the issues discussed with the decision maker
during the problem audit.
Personal observation is an observational research strategy in which human observers
record the phenomenon being observed as it occurs.
Proportions are estimated when the choice is dichotomous.
The major advantage of snowball sampling is that it substantially increases the
likelihood of locating respondents in the population with the desired characteristic(s).
Directory databases provide information on individuals, organizations, and services.
Blogs can also provide an avenue for a company to obtain consumer reaction to the
research findings as well as their feedback on the decisions made and actions taken by
the company based on the research findings.
Temperature scales such as Celsius and Fahrenheit are examples of interval scales.
The researcher’s task ends with the oral presentation.
The aggregate of all elements, sharing some common set of characteristics, which
comprises the universe for the purpose of the marketing research problem, is called the
sample.
Only a limited number of statistics, all of which are based on frequency counts, are
permissible on the numbers in a nominal scale.
Directories are helpful for identifying manufacturers operating in your market, for
compiling names and addresses of associations in your sales territory, or for verifying
names and addresses of prospective customers who carry a specific job title.
GlaxoSmithKline Consumer Healthcare used the picture response technique in social
media to closely define the customer base for its new line of Alli weight-loss products.
The F statistic is computed as the ratio of two sample variances.
An example of nonprobability sampling is interviewing people in malls.
To avoid problems in question wording, a researcher should use leading questions when
designing a questionnaire.
The first step in the fieldwork process is the selection of field workers.
Researchers generally agree that the more characteristics the interviewer and the
respondent have in common, the smaller the probability of a successful interview.
Scanner data are data obtained by passing merchandise over a laser scanner that reads
the UPC code from the packages.
Mathematical models are visual and pictorially represent the theory.
The extent to which a scale produces consistent results if repeated measurements are
made on the characteristic is called reliability.
According to the text, unstructured questions are also referred to as free-response or
free-answer questions.
According to the text, samples drawn randomly from different populations are termed
independent samples.
Participant blogs and online research communities may be considered to be examples of
e-ethnography or netnography.
Secondary data is data originated by the researcher for the specific purpose of
addressing the research problem.
All of the following are mentioned in the text as elements related to the fieldwork
process EXCEPT:
A) the selection of field workers.
B) the validation of fieldwork.
C) the evaluation of field workers.
D) the training and supervision of field workers.
E) All of the mentioned elements are related to the fieldwork process.
Which of the following is used to estimate the average when the data have been
collected using an interval or ratio scale?
A) mode
B) median
C) mean
D) maxima
E) trend
All of the following are steps the moderator must take in order to increase the success
rate of the focus group EXCEPT:
A) choose which participant will be the group leader.
B) state the rules of group interaction.
C) probe the respondents and provoke intense discussion in the relevant areas.
D) attempt to summarize the group’s response to determine the extent of agreement.
E) establish rapport with the group.
In order to compare the national retailers’ success in selling its brands of digital cameras
with the national retailers’ success in selling traditional camera equipment, the
marketing manager for Sony decided to use the billing information Sony has for these
national retailers. This information is fed into spreadsheets formatted in tabular form
and updated continuously as accounts change. In doing so, the marketing manager for
Sony utilized which one of the following?
A) a rolling audit
B) a functional system
C) an expert system
D) a decision support system
E) a marketing information system
According to the text, ________ are also referred to as free-response or free-answer
questions.
A) structured questions
B) unstructured questions
C) double-barreled questions
D) filtered questions
E) free-bird questions
The ________ is a framework or blueprint for conducting the marketing research
project that specifies the procedures necessary to obtain the information needed to
structure and/or solve the marketing research problem.
A) problem definition
B) research design
C) fieldwork design
D) data preparation and analysis
E) research directive
Household purchases are recorded through electronic scanners in supermarkets for
scanner volume-tracking data.
Purchase panels are used primarily for all of the following purposes EXCEPT:
A) forecasting sales.
B) establishing consumer profiles.
C) evaluating test markets.
D) forecasting market share
E) establishing advertising rates.
A ________ authorizes the researcher to proceed with the project and specifies its scope
and terms of the contract.
A) letter of estimation
B) letter of transmittal
C) letter of recommendation
D) letter of authorization
E) letter of invoice
In which of the following projective techniques is the respondent presented with a
verbal or visual situation and asked to relate the beliefs and attitudes of a third person to
the situation?
A) third-person technique
B) sentence completion
C) story completion
D) role playing
E) belief and attitude focus
A statistic that indicates the distribution’s dispersion is called ________.
A) measures of location
B) measures of variability
C) measures of association
D) measures of relativity
E) measures of difference
According to the text, the ________ is information oriented.
A) marketing research problem
B) management decision problem
C) theoretical decision problem
D) hypothetical decision problem
E) research context problem
Information gathered from social media is used to ________.
A) understand the market
B) answer clients’ concerns
C) connect to consumers and potential participants
D) conduct online research
E) all of the above
________ refer to the psychological profiles of individuals and to
psychologically-based measures of lifestyle, such as brand loyalty and risk taking.
A) Psychometrics
B) Psychographics
C) Demographics
D) Geo-demographics
E) Ego-profiling
The assignment of a symbol to represent a specific response to a specific question,
along with the data record and column position that symbol will occupy, is called
________.
A) editing
B) coding
C) sampling
D) pretesting
E) selecting
Confidence intervals around sample means or proportions are estimated using the
variance formula.
The ________ section of the report should include the nature of the research design
adopted, information needed, data collection from secondary and primary sources,
scaling techniques, questionnaire development and pretesting, sampling techniques, and
fieldwork.
A) executive summary
B) problem definition
C) research design
D) conclusions and recommendations
E) approach to the problem
Syndicated sources can be classified based on units of measurement, such as ________
and ________.
A) observations; insights
B) surveys; interviews
C) qualitative; quantitative
D) secondary; primary
E) households/consumer; institutions
________ is an application of a controlled experiment done in limited, but carefully
selected, test markets.
A) Random sampling
B) Parallel sampling
C) Experimentation
D) Selective control sampling
E) Test marketing
Companies that collect and sell common pools of data designed to serve information
needs that a number of clients share are called ________.
A) environmental services
B) customized services
C) syndicated services
D) Internet services
E) field services
Researchers and field workers can make respondents feel comfortable by ________.
A) entertaining them
B) providing adequate information about the project
C) addressing questions of respondents
D) all the above
E) B and C
________ is a probability sampling technique in which each element in the population
has a known and equal probability of selection.
A) Simple random sampling
B) Quota sampling
C) Snowball sampling
D) Cluster sampling
E) Equivalent sampling
A focus group typically consists of how many participants?
A) one to four
B) five to eight
C) eight to twelve
D) thirteen to fifteen
E) more than fifteen
Which of the following describes the disadvantage of using audit data?
A) There are significant limitations associated with the extent to which audited data can
be analyzed.
B) Audits provide relatively inaccurate data at the wholesale level.
C) There is a delay associated with compiling and reporting audited data.
D) Audits provide relatively inaccurate data at the retail level.
E) Audits can be linked to consumer data.
Which of the following statistical techniques are concerned with the simultaneous
relationships among two or more phenomena?
A) univariate techniques
B) multivariate techniques
C) random techniques
D) parallel techniques
E) uniform techniques
Marketing research departments located within a firm are called ________.
A) internal suppliers
B) horizontal suppliers
C) virtual suppliers
D) external suppliers
E) smart zones
Which of the following is NOT recognized as a phase of the interviewing process?
A) validating the interview
B) making the initial contact
C) asking the questions
D) recording the answers
E) probing
ABC is a company which is involved in selling data that is designed to serve
information needs of firms like PepsiCo and Coca-Cola. The data are primarily
collected through surveys, purchase and media panels and scanners. What kind of
service does ABC provide in the marketing research industry?
A) internet service
B) data analysis service
C) limited-service suppliers
D) coding and data entry services
E) syndicated services
The problem audit involves discussions with the decision maker on all of the following
issues EXCEPT:
A) the history of the problem.
B) the criteria that will be used to evaluate the alternative courses of action.
C) the information that is needed to answer the decision maker’s questions.
D) the alternative courses of action available to the decision maker.
E) the national culture as it’s related to a country’s trade barriers.
A ________ is the basic unit containing the elements of the population to be sampled.
A) hypothesis
B) theory
C) sampling unit
D) coefficient alpha
E) household