Which of the following is NOT true with respect to structured observation?
a. increases potential for frame of reference bias.
b. increases reliability of observations.
c. typically results in a loss of validity.
d. a and b.
e. all of the above are true.
A sampling frame
a. is a list of population elements from which the sample will be drawn.
b. is the list of population elements actually included in the sample.
c. usually provides biased statistics.
d. is a form of probability sampling.
e. is a form of nonprobability sampling.
Which of the following is a main reason for always using the primary source of
secondary data?
a. The primary source typically describes the process of data collection and analysis,
while secondary sources typically do not.
b. Secondary sources typically change units of measurement.
c. Primary sources are usually more accurate and complete.
d. Only a and b are correct.
e. Only a and c are correct.
A complete canvas of a population is called
a. a sample.
b. a census.
c. a sampling frame.
d. a universe.
e. none of the above.
Which of the following statements about attitudes is FALSE?
a. Attitudes represent a person’s ideas or convictions, with regard to a specific object or
idea.
b. Attitude plays a key role in many marketing models that describe consumer behavior.
c. Although attitude is a key concept, it is generally regarded as unrelated to actual
purchase behavior.
d. In general, practitioners have a strong interest in consumer attitudes and attitude
research.
e. Attitudes are relatively stable.
Which of the following is TRUE?
a. A research project can provide the most relevant information for managers when it is
based on an imprecise decision problem.
b. A research project should have many objectives; one is too narrow.
c. Specifying the objectives of the research project to be undertaken is part of the
research design process.
d. A research project may have one objective or several objectives.
e. Well designed research projects are broad-based fact finding missions.
A discriminant analysis has been performed for two groups of marketing managers. The
mean discriminant score for group one is 28.4 while the mean discriminant score for
group two is 20.8. There are 20 managers in group one and 24 managers in group two.
What is the cutting score useful for classifying individuals into the two groups?
a. 24.9
b. 24.6
c. 24.3
d. 28.4
e. more information is needed
One of the major problems with the mail surveys is nonresponse bias. In an effort to
minimize this, a researcher decides to limit the sample to his personal friends from
whom he is sure to get replies. This is an example of a
a. probability sample.
b. nonprobability sample.
c. random sample.
d. sequential sample.
e. quota sample.
Which of the following is TRUE?
a. The central office edit depends primarily on follow’‘up, either directly with the
interviewers to clear up discrepancies or by having the interviewers recontact the
respondents to clear up inaccuracies or omissions.
b. If more than one person handles the central office edit, the questionnaires should be
divided by respondents with one editor doing all the work on a set of questionnaires.
c. The first step in establishing categories is to get a “feel” for the data through
preliminary observation of the results so that one can decide what categories are
pertinent.
d. Coding the data refers to the affixing of a code number to each completed
questionnaire so as to aid in the identification of the respondent.
e. All of the above are false.
Which of the following statements about conjoint analysis is TRUE?
a. The typical stimuli are actual products or brands.
b. Respondents are asked to make judgments about the relative similarity of objects.
c. The attributes used for the stimuli should be important to people.
d. Most of the attributes that could be used will be used.
e. All the above statements are false.
A cross’‘sectional study
a. typically involves panels.
b. is a type of causal study.
c. is the least common design.
d. typically involves a sample of elements from the population of interest.
e. measures sample members repeatedly.
The basic rule that should be followed by all researchers when beginning the data
collection process is
a. Begin with secondary data, then proceed if necessary to collect primary data.
b. Always start by consulting the Statistical Abstract of the United States.
c. Begin with primary data, then supplement if needed with secondary data.
d. Always investigate external sources of secondary data first.
e. Design a field experiment to collect primary data.
The criteria that need to be balanced when choosing a disproportionate stratified sample
are
a. strata size.
b. strata heterogeneity.
c. strata variances on the variable of interest.
d. a and b.
e. a, b, and c.
Which of the following is TRUE?
a. The controls for a quota sample are usually chosen on the basis that (1) they are
believed to be correlated with the characteristic to be studied, and (2) reasonably
up-to-date information on their distribution within the universe is available.
b. To validate a quota sample, various characteristics of the sample are compared to
known universe values. If the differences in these characteristics are small in the
comparison, this constitutes proof that the sample corresponds to the universe.
c. Quota sampling is the most common kind of probability sampling used in marketing
research.
d. Quota sampling is the only nonprobability sampling method that provides some
measure of the sampling error associated with the sample estimate.
e. All of the above statements are true.
Which of the following is NOT one of the reasons one would use a factorial
experimental design?
a. Factorial experimental designs enable the researcher to control and eliminate
variation from other variables affecting the dependent variable.
b. A factorial design enables the researcher to study interaction effects.
c. Factorial designs save both time and resources.
d. Factorial designs have broader applications than simple one factor designs.
e. All of the above are reasons for using a factorial experimental design.
Suppose that the relationship between sales (Y, in $000) and number of salespeople (X)
is represented by the following regression equation:
Y = 105.2 + 35.8X
What will average sales be equal to when 10 salespeople are used?
a. $358,000
b. $463.20
c. $358.00
d. $463,200
e. more information is needed to answer this question