Syndicated sources of secondary data cover a variety of general topics of interest to the
public and are widely available in libraries.
In area sampling, the one-step approach is applied if the researcher believes that the
various geographic areas (or clusters) are sufficiently identical.
When a scale has a “true zero” point, it is a nominal scale.
The textbook highlighted Target’s successful micromarketing practices by explaining
how the company increased sales of products used by new mothers and babies.
Because descriptive research asks who, what, where, when, and how, it also provides
conclusive answers to why.
A firm specializing in developing samples for companies desiring to conduct marketing
research would be an example of a limited-service firm.
Quantitative techniques often use structured questions having predetermined response
options and are sometimes referred to as ‘survey research.”
One way to get consumers to bypass their rational controls and strike up a meaningful
dialogue in focus groups is through the use of projective techniques such as “Sort Me
Up” or “Sort Me Straight.”
If only a partial list of causes is made, it is possible that the real cause will be
overlooked, leading ultimately to an incorrect decision.
Several industry initiatives are directed at keeping the public informed about the value
of research, the appropriateness of research methods, and the ethics the industry uses in
collecting research information.
A relationship in which the presence (or absence) of one variable is systematically
associated with the presence (or absence) of another is:
A) causal relationship.
B) linear relationship.
C) monotonic relationship.
D) nonmonotonic relationship.
E) alinear relationship.
Questionnaires are:
A) software programs that aid in online surveying.
B) software programs that provide the best questions for market surveys.
C) data collection forms used when respondents are observed over a period of time.
D) data collection forms used when there is direct interaction with respondents.
E) groups of questions used by a researcher that helps in deciding the best research
design.
The question, “Because the Founding Fathers of the United States provided citizens the
right to keep and bear arms in the Bill of Rights, shouldn’t you be against gun control
legislation?” is:
A) a loaded question.
B) a question that will trigger confusion.
C) a double-barreled question.
D) appropriate if you are “for” gun control legislation.
E) appropriate if you are “against” gun control legislation.
Which of the following is NOT true of prediction?
A) It is a statement of what is believed will happen in the future.
B) It may be based on prior observation.
C) We are seldom confronted with the need to make predictions.
D) It may be based on past experience.
E) Marketing managers are constantly faced with the need to make predictions.
Which of the following scale types best defines a scale measure in which respondents
are asked to indicate their degree of agreement or disagreement on a symmetric
continuum for each of a series of statements?
A) semantic differential scale
B) nominal scale
C) Likert scale
D) bipolar scale
E) lifestyle inventory
Which of the following best illustrates the concept of reliability of measurement?
A) the tendency to respond in the same manner to different questions
B) the ability of the measurement to elicit an identical or very similar response from the
same person with successive administrations
C) the ability to repeat the same response time and again to different questions
D) a measure that is truthful
E) a measurement that is relative to what actually is
Which of the following is acceptable in a marketing research report table of contents?
A) letter of authorization numbered with Arabic numerals
B) introduction pages are not numbered
C) executive summary listed with Arabic numerals
D) the table of contents page should be listed
E) title page not listed
Sampling a geographical area using area sampling is a form of:
A) systematic, geographic sampling.
B) simple random sampling.
C) nonprobability sampling.
D) cluster sampling.
E) geosynchronous sampling.
________ satisfies the need for companies to identify and test new products to replace
products which are at the end of their product life cycles.
A) Target market selection
B) Product research
C) Distribution research
D) Promotion research
Which of the following stipulates that independent multiple regression variables must
be statistically independent and uncorrelated with one another?
A) independence assumption
B) multicollinearity
C) additivity requirement
D) regression plane
E) uncorrelation
Which of the following best describes the significance of research design?
A) Because all research problems are different, research designs are applicable only in
an academic setting; they cannot be used in the real world.
B) Because research designs may be “matched” to different kinds of problems, the
research design may serve as a blueprint for the researcher.
C) Because research designs are like blueprints, they are most helpful during data
analysis.
D) Research designs are used after studies are completed and are used to make
improvements in future research studies.
E) Research designs are important because clients often decide to fund research if they
find the design is pleasing to the eye.
A(n) ________ is an abstract idea inferred from specific instances that are thought to be
related.
A) hypothesis
B) assumption
C) argument
D) construct
E) symptom
According to the Council of American Survey Research Organizations (CASRO)
report, the ratio of the number of completed interviews to the number of eligible units
in the sample is known as the:
A) response rate.
B) third-person technique.
C) reversals of scale endpoints.
D) validation check.
E) sampling plan.
In a study of the U.S. workforce population, a research company interviews 5,000
persons on a street corner in New York. If they decide to increase the sample size to
10,000, they would:
A) increase the sample size and the representativeness of the sample.
B) increase both sample accuracy and representativeness of the sample.
C) increase only the representativeness.
D) decrease the sample accuracy.
E) increase the sample size, but the sample would still not be representative of the
population.
Which of the following qualitative techniques involves determining the amount of
attention or interest by measuring the dilation of the pupil in the eye?
A) pupil dilation test
B) eye-o-gram
C) retina-o-meter
D) pupilometer
E) None of the above; there is no such measurement.
Statistical concepts such as correlation and cross-tabulation are forms of ________
analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive