Chocoholic Ice Cream, Inc. completes an annual study of consumers to determine the
customer’s brand awareness and satisfaction with the product. These studies
demonstrate what type of marketing research strategy?
a. advertising evaluation strategy
b. program strategy
c. development strategy
d. project strategy
e. satisfaction research strategy
Factor Loading Matrix
Variable Factor 1 Factor 2
inactivity .20 .70
aggressiveness .70 .10
ambition .80 .05
stress .60 .15
For which pair of variables is the estimated original correlation the highest?
a. inactivity and aggressiveness
b. inactivity and ambition
c. aggressiveness and stress
d. aggressiveness and ambition
e. stress and ambition
Which of the following would suggest that more of a marketing information perspective
rather than a project perspective on research is needed?
a. an investigation of the potential demand for a new product the firm is developing
b. an examination of the structure of the channels of distribution serving a market the
firm is considering entering
c. an examination of each salesperson’s performance versus the individual’s sales quota
for last year
d. the investigation of which of two pieces of advertising copy is more favorably
received by consumers
e. an investigation to determine which of three package designs produces the greatest
sales
The not’‘at’‘home problem is handled least effectively by
a. a straight callback.
b. a modified callback.
c. the Politz and Simmons’ method in which the interviewed sample respondents are
questioned regarding their availability and then the results of each group are
appropriately weighted.
d. substituting a neighboring dwelling.
e. making an appointment in advance.
A large consumer products company wants to increase sales of an existing laundry
detergent product. The brand team can not decide whether to use a newspaper coupon
(X1), a sample drop (X2), or an in-store coupon (X3) to increase sales. The research
manager suggests an in-market test to (1) determine if any of the promotions had an
impact, and (2) which had the greater impact. Of the designs shown below, which
would provide the research manager with the information necessary to make this
determination?
a. X1 01
X2 02
X3 03
04
b. X1 01
X2 02
X3 03
c. 01 X1 02
03 X2 04
03 06
d. 01 X1 02
03 X2 04
05 X3 06
07 08
e. None of the designs are appropriate to meet the needs of the brand manager.
Glaring errors are corrected through quick follow’‘up during the while (the) is more
concerned with deciding what exactly to do with the data.
a. field edit; central office edit
b. field edit; preliminary edit
c. edit; coding
d. edit; tabulation
e. central office edit; field edit
A researcher is attempting to evaluate the market potential of a new product in a new
area and has used the Statistical Abstract of the United States for some of the needed
information. Which of the following has the researcher used?
a. a primary source of primary data
b. a secondary source of primary data
c. a primary source of secondary data
d. a secondary source of secondary data
e. none of the above
A researcher investigating the impact of television advertising on consumer attitudes
toward Brand X compared the attitudes of a sample of respondents who did not watch
the ABC Sunday Night Movie (one of the sponsors of which was Brand X) against
those who did. This is an example of
a. statistical regression.
b. history.
c. the interactive testing effect.
d. selection bias.
e. the main testing effect.
Which of the following is NOT an advantage of secondary data over primary data?
a. cost of research staff
b. cost of data
c. time savings
d. accuracy
e. ease of collection
For long reference periods which of the following is FALSE?
a. Telescoping error is relatively small.
b. Recall loss is relatively large.
c. Telescoping error may outweigh recall loss.
d. The two effects counterbalance each other.
e. Both telescoping error and recall loss may be present.
Which of the following statements is FALSE? Decision problems are more complex
when
a. there is a group of people charged with the decision rather than a single individual.
b. there are many possible courses of action rather than a few.
c. the courses of action provide an equal rather than unequal chance of attaining the
desired outcome.
d. there are many rather than a few outcomes associated with any choice.
e. they are all true.
A manufacturer is interested in selecting one of three companies to deliver (by truck) its
product to its distributors and wholesalers in a certain area. Each of the companies has
different operating procedures and uses different routes. Assuming that certain
minimum standards for delivery time are achieved, the manufacturer wants to select the
company with the lowest unit shipping cost.
In addition, the manufacturer believes that the type of packaging used for the product
may have an impact on shipping cost and is considering two types of packaging. It is
unknown whether or not any of the three companies under consideration is better
equipped to handle either type of packaging.
After using each of the companies for five deliveries of the product with each of the
types of packaging (thus, each company made a total of 10 deliveries, with all
deliveries under similar circumstances), the shipping costs per unit were calculated and
are shown below:
Company
Package C1 C2 C3 Total
Mean
________________________________________________________________
$1.75 $1.25 $1.80
1.65 1.15 1.70
P1 1.90 1.35 1.95 24.30
1.62
2.00 1.15 1.75
1.70 1.15 2.05
________________________________________________________________
2.00 1.35 1.95
1.90 1.55 2.05
P2 2.15 1.35 2.30 27.80
1.85
2.25 1.35 2.00
1.95 1.45 2.20
________________________________________________________________
Total 19.25 13.10 19.75 52.10 1.74
Mean 1.93 1.31 1.98
Cell P1C1 P1C2 P1C3 P2C1 P2C2
P2C3
Total 9.00 6.05 9.25 10.25 7.05
10.50
Mean 1.80 1.21 1.85 2.05 1.41 2.10
The sum of squares for a company is 2.786. What is the mean square for a company?
a. 2.786
b. 0.929
c. 1.393
d. 7.762
e. none of the above
Research designs
a. should be relevant to the decision problem.
b. should use economical procedures.
c. are standardized into three formats.
d. a and b.
e. a, b, and c.
A market research manager wishes to verify that a set of nominal data follows an
expected pattern. Which test is appropriate in this situation?
a. a t-test if there are less than 30 observations and a z-test if there are more than 30
observations
b. Kolmogorov-Smirnov test
c. Chi-square goodness-of-fit test
d. F-test
e. None of the above is appropriate.
Which of the following is FALSE?
a. In behavioral observation the observer can be an advantage and a disadvantage.
b. Undisguised observation can be made directly or indirectly, but disguised observation
can only be made directly.
c. The pantry audit is an example of an indirect method of observation.
d. An advantage of an observation in an artificial situation over one in a natural
situation is that it can be contrived at convenient times and places and can be set up so
as to yield observations of the type desired.
e. Observation is more limited than communication in the types of data it can secure.
a The square of a factor loading indicates
a. the proportion of variation accounted for by the factor.
b. the proportion of variation in the variable accounted for by the complete set of
possible factors.
c. the proportion of variation shared by one pair of variables.
d. the proportion of variation in the variable shared by all variables in the analysis.
e. none of the above.
Which of the following is TRUE?
a. Designing a questionnaire is often an iterative process, with steps or sequences of
steps often being repeated.
b. It is difficult, if not impossible, to state a question in such a way that it will mean
exactly the same thing to every respondent.
c. Gathering information by way of a questionnaire requires decisions with respect to
structure and disguise and also whether it will be administered by mail, telephone, or
personal interview.
d. a and b.
e. a, b, and c.
The time series experiment is most like
a. the before’‘after with control group design.
b. the one group pretest’‘posttest design.
c. the after’‘only with control group design.
d. the one-shot case study.
e. the static group comparison.
A useful device for determining whether the distribution of observed incomes is
consistent with a theoretical or assumed distribution is the
a. cumulative distribution function.
b. matrix.
c. frequency polygon.
d. contingency table.
e. a and c.
The manager of Capitol Brewing Inc. states that he is very concerned with the
continuing decline in sales of the company’s major product, a dark lager. The manager
has asked for your assistance in finding the reasons for the sales decline. The most
appropriate way to begin would be with
a. exploratory research.
b. descriptive research.
c. causal research.
d. an experiment.
e. a consumer study.
A manufacturer of lawnmowers wanted to know the most important product attributes
to consumers. The company’s research team developed a comprehensive list of
lawnmower attributes. Respondents were asked to rate each attribute as either essential
(3), nice to have but not essential (2), or unnecessary (1).The scale is an example of
which type of measurement scale?
a. nominal
b. ordinal
c. interval
d. ratio
e. none of the above