Which of the following is FALSE?
a. Mailing lists to serve as the sampling frame for a mail survey may be generated
internally by the firm or purchased externally.
b. In recent years, one of the keys to using a mail questionnaire is the ability to direct
the questionnaire to a specific individual, not just a position (e.g., Vice President of
Marketing).
c. The quality of the mailing list determines the sampling control in a mail study.
d. Mail questionnaires typically provide more sample control than telephone or personal
interviews.
e. All of the above are true.
In the justice approach to ethical reasoning, deciding what amounts to fair distribution
of benefits and costs boils down to:
a. The marketing researcher’s intuition.
b. The Marketing Research Association’s code of ethics.
c. Societal consensus.
d. Regulatory guidelines.
e. Moral principles and values.
“Death Wish” research can be characterized as:
a. Research using techniques that offer little in the way of value.
b. Quick, low cost research that corroborates what the marketer already thought.
c. Research that results in a decision to kill a product idea.
d. All of the above.
e. Both A and B.
There can be differences between what is ethical and what is legal.
a. True
b. False
The time that elapses between asking a question and receiving the answer is
called_____________
a. Response latency.
b. Base time.
c. Lag time.
d. Tachistostic.
e. Awareness response.
Which of the following is NOT a common activity of a marketing research department?
a. Measuring market potential.
b. Location analysis.
c. Creating new advertising.
d. Sales analyses.
e. Studying the competitions advertising.
Apex Manufacturing has developed an ingenious “twist” on a widely available home
cleaning product. Management wishes to test market the new product, but they are
hesitant to do so because other manufacturers of home cleaning products could easily
duplicate Apex’s modification. Which type of test marketing would you recommend to
Apex?
a. Controlled test marketing
b. Standard test marketing
c. Forced-distribution test marketing
d. Simulated test marketing
e. Electronic test marketing
Attitudes and opinions are best determined by observation.
a. True
b. False
The analysis technique that involves seeing how a dependent variable might change
when one or more independent variables changes, such as to see if a customer can be
cross-sold or up-sold at the point of purchase is known as:
a. Purchase analysis
b. Regression analysis
c. Descriptive analysis
d. Time series analysis
e. Simulation analysis
The Houston Aeros wanted to find out more about their fans and decided to gather
information about their demographics, so as to generate summary statistics of it fans.
Which of the following primary data collection techniques would they most likely to
use to conduct the descriptive research study?
a. Experiments
b. Sample surveys
c. Depth interviews
d. Focus groups
e. Case analysis