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Which of the following is NOT typically part of the good summary?
a. Introductory information providing background for the research
b. Important results
c. Conclusions
d. Cost of the project
e. All the above are part of the good summary.
With an interval scale__________
a. we cannot compare the absolute magnitude of numbers.
b. we cannot state that the difference between 0.25 and 0.50 is the same as the
difference between 37.75 and 38.00.
c. there is a naturally-occurring zero point.
d. the median and the mode are the only permissible measures of average.
e. All of the above are all false concerning an interval scale.
The use of disguised communication to gather primary research data
can_______________
a. involve active deception.
b. help eliminate response bias.
c. hide the purpose or sponsor of the study.
d. create a more natural environment in which to collect data from individuals.
e. All of the above.
Estimating demand for products and services is very difficult.
a. True
b. False
You have just completed data collection for a research project. Which of the following
is the first thing you should do with the data?
a. Build a data file
b. Determine the categories or classes you'll use to code open-ended questions
c. Examine the data to detect and resolve incorrect, missing, or incomplete responses
d. Run frequencies on the data to check for blunders
e. Develop your codebook to document how raw data is coded in the data file
For which of the following types of measures does the mean NOT provide a meaningful
value?
a. Ratio
b. Equal-interval scales
c. Interval
d. Ordinal
e. Continuous measures
Which of the following statements if FALSE concerning the conversion of continuous
measures to categorical measures?
a. When converting, there is no loss of information about a variable.
b. Because higher levels of measurement have all the properties of measures lower in
the hierarchy, conversion is perfectly acceptable.
c. In many cases, conversion is advisable for aiding in interpretation of research study
results.
d. Analyses should be performed using the highest level of measurement possible for a
particular variable.
e. A simple solution would be to provide both types of results.
Which of the following is NOT a demographic or socioeconomic characteristic?
a. A feeling towards a brand
b. Marital status
c. Social class
d. Gender
e. Income
Which of the following is an example of an interval scale?
a. Female/Male
b. Attitude toward an advertisement
c. Social class
d. Income
e. Number of purchasers
Which of the following statements is TRUE?
a. Questionnaires that omit complete sections should not automatically be thrown out.
b. A study in which all the returned questionnaires are completely filled out is common.
c. Questionnaires containing only isolated instances of item nonresponse should be
retained.
d. Both a and c.
e. a, b, and c.
Marketing managers generally focus their efforts on the elements of the marketing mix
that include production and publicity.
a. True
b. False
One of the easiest tasks when designing and implementing a Marketing Information
System (MIS) is to identify in advance the data that managers will need so you can get
it into the system.
a. True
b. False
Marketing research used for __________________deal largely with determining which
marketing opportunities are worthwhile and which are not promising for the firm.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
In practice, simple random sampling should be strongly considered
a. if the population is small and can be numbered easily.
b. in telephone surveys where random digit dialing programs may be used to generate
numbers.
c. when population units are stored in an electronic file allowing computer programs to
randomly select the sample.
d. All of the above are situations that allow for the practical application of simple
random sampling.
e. None of the situations allow the practical application of simple random sampling.
One indication of homogeneity within strata is the a. size of the stratum's sample mean.
b. size of the overall sample mean.
c. number of elements within each stratum.
d. weights used to calculate the overall variance of estimate.
e. size of the standard error of estimate by stratum.
A factorial design is an ANOVA analysis that includes two or more dependent variables.
a. True
b. False
Applications of Big Data in the real world might include which of the following?
a. Improving customer retention rates.
b. Dealing with negative word of mouth.
c. Creating personalized promotions.
d. All of the above are valid applications of Big Data.
e. Only B and C are valid examples of Big Data.
Problem-solving marketing research focuses only on short-term marketing decisions
with respect to the marketing mix elements.
a. True
b. False
Which of the following is FALSE?
a. Nonresponse error is a potential problem in any project for which data are not
collected from all respondents selected for the sample.
b. Nonresponse error only occurs when those who respond are systematically different
from those who do not respond in some important way.
c. Refusal bias applies to projects using all forms of data collection.
d. The degree of nonresponse error is easy to assess.
e. All of the above statements are true.
