Which of the following statements is NOT true with respect to the oral research
presentation?
a. Many listeners may not be able to understand the technical aspects of the research.
b. A quality presentation can disguise poor research, to some extent.
c. Quality research can improve a poor presentation.
d. Many listeners may not be able to accurately judge the quality of the research.
e. Successful oral report preparation requires advance knowledge of the audience.
Noncoverage error is NOT a problem for which of the following sampling frames?
a. Phone book
b. Mailing list
c. Map
d. None of the above have a potential noncoverage problem.
e. All of the above potentially have a noncoverage problem.
Which of the following statements is FALSE about the use of charts in a research
presentation?
a. Bar charts can only be single scale charts.
b. Pie charts and one-scale bar charts are used for similar purposes.
c. When the relationship being captured is the change in a variable through time, the
vertical form of the bar chart is preferred with x-axis as the time axis.
d. A pictogram is essentially a bar chart.
e. A stratum chart is equivalent to a divided bar chart.
A series of cross-tabulations between an outcome variable and several possible causal
variables presented in a single table on a single page is known as a(n)
a. tabulation template.
b. tabulation matrix.
c. banner table.
d. causal digest.
e. analysis legend.
The most important part of a written research report is the introduction.
a. True
b. False
Which of the following is FALSE?
a. Multiple-choice questions tend to bias results by the order in which the response
alternatives are given.
b. An important advantage of open-ended questions is that respondents may answer
them in their own words and are not limited to a set of alternative answers.
c. Because respondents are able to better clarify their answers with open-ended
questions than with other types of questions, the results can be more easily coded by the
researcher.
d. Both b and c.
e. a, b, and c.
A good summary should NOT contain
a. background information.
b. tables of data.
c. conclusions.
d. recommendations.
e. purpose of the research.
The term that refers to the amount of knowledge that people have about a study in
which they are participating is:
a. Disguise
b. Ethics
c. Debriefing
d. Structure
e. Mystery
In a one-stage area sample of 10 blocks from a population of 100 blocks, the probability
of any household being included in the sample is
a. 0.10.
b. 0.01.
c. 1.10.
d. 100%.
e. Cannot be determined with information given in the question.
The president of the Cola Beverage Company is very concerned with declining sales of
the company’s flagship beverage and has asked for your assistance in finding the reason
for the decline. The most appropriate way to begin this research project is with:
a. A survey of consumers.
b. An experiment in which price is systematically varied.
c. Descriptive research.
d. Exploratory research.
e. Causal research.
Which section of the report is considered one of the most difficult to write?
a. Executive Summary
b. Conclusions and Recommendations
c. Methods
d. Results
e. Introduction
A big disadvantage of the Systems approach is:
a. It takes managers a long time to get data.
b. Managers are limited to the information that is available in the database. c. The
databases lack historical information.
d. Collection of data is a manual, time-consuming process.
e. All of the above are true.
Which of the following is an example of how standardized marketing information can
be used?
a. Profiling customers
b. Measuring product sales and market share
c. Measuring advertising exposure and effectiveness
d. All of the above are correct
e. B and C are correct.
A brand product manager needs to know if men and women hold different attitudes
about her product. What test should the brand product manager use?
a. Cross-tabulation
b. Independent samples t-test for means
c. Pearson chi-square test of independence
d. Paired sample t-test for means
e. Regression analysis
In designing the sample, researchers must specify:
a. Sampling frame.
b. Type of sampling plan to be used.
c. The size of the sample.
d. All of the above.
e. Both A and C above.
Which of the following is NOT one of the common projective method techniques?
a. Word association.
b. IQ testing.
c. Sentence completion.
d. Storytelling.
e. Role playing.
Which attitude rating scale offers respondents the greatest degree of freedom in
providing answers?
a. Itemized-ratings scale
b. Semantic-differential scale
c. Graphic-ratings scale
d. Summated-ratings (Likert) scale
e. Comparative-ratings scale
Which of the following pieces of information would NOT be relevant for the behavior
“checklist?” a. A consumer purchases product X once a week.
b. Product X is usually bought in supermarkets.
c. Product X is packaged in such a way as to allow for ease of handling and disposal.
d. Product X is purchased during the Christmas season.
e. Product X is purchased by teenagers.
When researchers want to draw a random sample of consumers or households, they
often use___________, in which geographic areas and/or housing units are randomly
selected and people within are approached for personal interview.
When giving the oral presentation, it is recommended to use no more
than___________formal presentation, saving the rest for questions and answers.
This type of validity refers to our ability to attribute the effect that was observed to the
experimental variable and not to other factors: ______________________.
________should be used only to illustrate key findings and when they allow insights
into data that might not be seen otherwise.
One of the most important uses of a Decision Support System in marketing
is_______________relationship management.
Compare and contrast DSS and MIS.
The key features of the__________scale are a set of statements with which respondents
indicate a level of agreement.
A(n)______________interval is a projection of the range within which a population
parameter will lie at a given level of confidence based on a statistic obtained from an
appropriately drawn sample.