The degrees of freedom in chi-square are calculated by multiplying the rows, minus one
times the columns, minus one.
Marketing research is synonymous with market research.
In a “Yes/No” question, 50 percent “Yes” and 50 percent “No” shows less variability
than does 90 percent “Yes” and 10 percent “No.”
A firm selects a test market city that it believes will produce very favorable results
because it knows the media will publicize the ‘success” of the new test product. This
may be considered stupid, but it would not be considered unethical.
Designs that do not control for the effects of extraneous variables are known as
quasi-experimental designs.
The conventional approach to sample size determination follows some convention or
number believed somehow to be the “correct” sample size.
In bivariate regression, we can calculate an upper and lower range within which we
could expect the values of the independent values to fall if they were calculated.
Market-tracking studies track a variable of interest, such as market share over time, and
represent a use of cross-sectional studies.
The primary advantage of field experiments is that they are conducted in
non-naturalistic settings, which allow for tightly controlling extraneous variables.
Chi-square analysis is a form of a “goodness of fit” test.
A hypothesis test is used to approximate the population value through the use of
confidence intervals.
Refusal to participate in a survey is a major type of nonresponse error.
Because there are many meanings for most words and phrases, questionnaire questions
should be very long to properly define the words contained in the question.
Marketing research provides information collected only on consumers. Information
collected on other entities such as employees, members of distribution channels, or
competitors would NOT be considered marketing research.
The annual sales of a company is below its sales objective. The problem the company is
facing is a:
A) sampling error.
B) non-sampling error.
C) failure to make use of an opportunity.
D) failure to meet an objective.
E) symptom.
Tommy Prothro, a marketing manager for Golden Snack Bars, has commissioned
marketing research to determine if one recipe of snack bar is superior to another recipe.
More than 400 persons who were ‘snack bar eaters” were involved in taste tests and,
after tasting both recipes, they were asked which recipe they would purchase the next
time they purchased snack bars. Tommy is now looking at the data and he sees that
recipe A had 53 percent stating a preference whereas recipe B had 47 percent. Tommy’s
brand manager felt this was ‘significant” evidence that the firm should produce recipe
A. But Tommy wanted more evidence so he asked the research firm to run a test to
determine if there was a significant difference between the two recipes. When the firm
ran the test, they reported a z value of 5.64. This means that:
A) Tommy should follow the advice of his brand manager.
B) there is no statistical significance.
C) there is no statistical difference but there is an actionable difference.
D) there is no statistical difference but there is a meaningful difference.
E) there are real differences between the two recipe preferences in the population and
Tommy will have to determine if this difference is meaningful before going further.
Research is conducted to determine which recipe of cookie mix is most preferred.
Cookie recipe “D” has the highest preference ratings among four cookie mixes tested.
The report states that cookie mix “D” should replace all existing recipes as soon as
possible. This last sentence is:
A) a recommendation.
B) a conclusion.
C) information that should be included in the front matter.
D) a method.
E) a methodology.
Values that are computed from information provided by a sample are referred to as the
sample’s:
A) parameters.
B) statistics.
C) median.
D) range.
E) standard deviation.
Sampling error is caused by two factors; one of them is:
A) the size of the population.
B) the method of the sample unit definition.
C) the method of sample selection.
D) the method of population selection.
E) the education of the researcher.
Current studies show that the health of the marketing research industry ________ that
of the economy in general.
A) follows and corresponds to
B) slightly exceeds
C) significantly exceeds
D) is weaker than
E) cannot be compared to
A form of regression analysis where more than one independent variable is used in the
regression equation is known as:
A) regression planes.
B) additivity.
C) multiple regression analysis.
D) independence assumption.
E) MANOVA.
An ________ occurs whenever a fieldworker commits an error while believing that he
or she is performing correctly.
A) instinctive interviewer error
B) intentional respondent error
C) unintentional interviewer error
D) unintentional respondent error
E) intentional interviewer error
In the textbook you were given an example of running a chi-square test using SPSS.
The output shows a “Pearson Chi-Square” value of 23.272 and df =7. This information
alone means:
A) there is a significant difference.
B) there is no significant difference.
C) the difference is associative.
D) the test was run incorrectly.
E) none of the above
One of the main advantages of browser-based mobile data collection is that:
A) data can be collected from any region of the world.
B) virtually every mobile device worldwide supports SMS as a single global standard.
C) it can easily support multi-mode and device-agnostic solutions.
D) there is no need to worry about respondents absorbing data collection costs.
An observation technique where the researcher identifies beforehand which behaviors
are to be observed and recorded is known as:
A) structured observation.
B) in situ observation.
C) unstructured observation.
D) physical traces.
E) invented observation.
________ is a form of logic in which you make a general statement about an entire
class based on what you have observed about a small set of members of that class.
A) Inference
B) Variance
C) Median
D) Range
E) Standard deviation
Of the following situations, which would be the most appropriate for using a
discontinuous panel?
A) to gain insights into changes in consumers’ purchases and attitudes
B) to determine if members of the panel switched brands from one time period to the
next
C) to measure changes in market shares of brands
D) to measure changes in consumers’ price sensitivity
E) to determine how consumers feel about two different product concepts by varying
panel questions from one panel measurement to the next
Which of the following samples have been determined by using the statistical analysis
approach?
A) the sample size needed to properly analyze subgroups
B) 1,000 respondents
C) between 1,000 and 1,200 respondents
D) 200 respondents because each interview is $30
E) a former study’s sample, which generated favorable statistics
National opinion polls tend to use sample sizes ranging from:
A) 10 to 100
B) 1,000 to 1,200
C) 50,000 to 100,000
D) 1 million to 5 million
E) 10 million to 15 million
What type of experiment involves manipulating the independent variable and
measuring the dependent variable in an artificial setting contrived to control extraneous
variables?
A) field experiments
B) extraneous experiments
C) laboratory experiments
D) artificial experiments
E) complex variable experiments
The question “Don’t you see any problem with using your credit card online?” is a:
A) clear and focused question.
B) loaded question.
C) leading question.
D) double-barreled question.
E) compound question.
The essential objective of the drop-off survey is:
A) low cost because there is no mail-out expense.
B) to gain a prospective respondent’s cooperation.
C) to minimize item omission bias.
D) not to have to pay interviewers.
E) to increase the speed of response.