Data cleaning is the last stage of the data preparation process.
Private online communities can play the role of extended focus groups.
According to the text, surveys are used primarily for new product testing.
According to the text, Nielsen is the largest source of secondary data in the United
States.
The median should be used if the distribution is asymmetric and the variable is
measured on an ordinal scale.
Conventional industry practice has the project paid in three parts due: 1) after the
project is accepted, 2) at the project mid-point, and 3) at the conclusion of the project.
Sample control is the ability of the survey mode to reach the units specified in the
sample effectively and efficiently.
A scale for measuring attitudes that consists of a single adjective in the middle of an
even-numbered range of values is called a Stapel scale.
According to the text, hypotheses related to differences in the population means and
proportions can be tested using the t distribution.
Coding unstructured questions is relatively simple, since the response options are
predetermined.
The main purpose of a focus group is to gain insights on issues of interest to the
researcher by listening to a group of people from the appropriate target market.
The rate of occurrence of persons eligible to participate in the study expressed as a
percentage is called the completion rate.
In questionnaire design, assigning a code to every conceivable response before data
collection is called precoding.
In the virtual world, it is more complex but much less costly to manipulate the
independent variable and control for mediating variables than it is in the real world.
The numbers assigned in a nominal scale do not reflect relative amounts of the
characteristic being measured.
The major benefit of comparative scaling is that it is the most widely used scaling
technique.
A question that gives the respondent a clue as to what the answer should be is called a
leading question.
Missing responses represent values of a variable that are unknown, either because
respondents provided ambiguous answers or their answers were not properly recorded.
The book advocates the use of social media to replace the traditional ways in which
research is conducted.
Nominal scales are recognized as the most basic or limited.
The association technique is the projective technique in which the respondent is
presented with a stimulus and asked to respond with the first thing that comes to mind.
Disadvantages of using telephone interviewing to collect research data include no use
of physical stimuli and poor response rates.
Every potential nonprobability sample needs to have the same probability of selection.
Cluster sampling is a commonly used nonprobability sampling technique.
According to the text, precision refers to the level of uncertainty about the characteristic
being measured.
The error that results when the particular sample selected is an imperfect representation
of the population of interest is called nonrandom sampling error.
Quota sampling is a nonprobability sampling technique that is a two-stage restricted
judgmental sampling. The first stage consists of developing control categories of
population elements. In the second stage, sample elements are selected based on
convenience or judgment.
The corporate culture as it relates to decision making is one of the issues discussed with
the decision maker during the problem audit.
According to the text, the data preparation process begins with checking the
questionnaires for completeness.
The generation of a continuum upon which measured objects are located is called
sampling.
According to the text, categories are mutually exclusive if every response fits into one
and only one of the assigned category codes.
According to the text, the governmental database is a major type of computerized
database.
An analysis of social media content can shed light on the level of measurement that is
appropriate in a given project.
Research undertaken to help solve specific marketing problems is called
problem-solving research.
According to the text, accepting the alternative hypothesis will lead to changes in
opinions or actions.
Sugging is fund-raising under the guise of research.
R2 cannot decrease as more independent variables are added to the regression equation.
________ variables are variables that are manipulated by the researcher and whose
effects are measured and compared.
A) Dependent
B) Interdependent
C) Extraneous
D) Independent
E) Test unit
Which of the following is NOT an example of a commonly used probability sampling
technique?
A) quota sampling
B) systematic sampling
C) stratified sampling
D) cluster sampling
E) simple random sampling
According to the text, individual items on a semantic differential scale may be scored
________.
A) on a 1 to 7 scale
B) on a -3 to +3 scale
C) on a 1 to 5 scale
D) All of the above are correct.
E) A and B
According to the text, one of the biggest challenges in online research is the ability to
________.
A) generate quality responses
B) generate a truly random sample
C) generate sufficient responses
D) generate a convenience sample
E) generate analysis of variance
In a ________, the area of each section, as a percentage of the total circle, reflects the
percentage associated with the value of a specific variable.
A) line chart
B) pictograph
C) histogram
D) pie chart
E) line out
Which of the following is NOT one of the four primary scales of measurement?
A) nominal scales
B) ordinal scales
C) interval scales
D) random scales
E) C and D
Which of the following is the first step in hypothesis testing based on thet statistic?
A) Select the appropriate formula for the t statistic.
B) Take one or two samples and compute the mean.
C) Select a significance level α for testing.
D) Refer to statistical tables.
E) Formulate the null (H0) and the alternative (H1) hypotheses.
________ helps respondents focus on the specific content of the interview and provide
only relevant information.
A) Sampling
B) Factoring
C) Probing
D) Recording
E) Selecting
According to the text, the collection process of secondary data is rapid and easy
compared to the collection process of primary data.
________ takes place when the occurrence of X increases the probability of the
occurrence of Y.
A) Probability
B) Causality
C) Reliability
D) Validity
E) True scores
________ research is typically more formal and structured than ________ research.
A) Exploratory; conclusive
B) Conclusive; exploratory
C) Exploratory; descriptive
D) Subjective; observational
E) Lead; supporting
For which of the following types of syndicated services do households provide specific
information regularly over an extended period of time?
A) surveys
B) purchase panels
C) scanner volume-tracking data
D) audit services
E) regular surveys
Which of the following types of information is considered most sensitive and, therefore,
should appear at the end of the questionnaire?
A) basic information
B) identification information
C) problem-solving information
D) random information
E) quantification information
The objective of which of the following types of research is discovery of ideas and
insights?
A) exploratory research
B) descriptive research
C) causal research
D) objective research
E) conditional research
If there are too few respondents in the lowest income category, this category may be
combined or merged with the next lowest category. This is known as ________.
A) recombining
B) replication
C) returning
D) resetting
E) recoding
According to the text, ________ is information that relates directly to the marketing
research problem.
A) classification information
B) problem-solving information
C) basic information
D) identification information
E) quantification information
All of the following are recognized as disadvantages of using computer-assisted
personal interviewing to collect research data EXCEPT:
A) high social desirability.
B) moderate quantity of data can be collected.
C) high cost.
D) poor response rate.
E) A and B
In ________, the variables and their relationships are stated in prose form.
A) verbal models
B) graphical models
C) mathematical models
D) technological models
E) provisional models
The method of interviewing that is one of the most popular for collecting survey data is
the ________.
A) telephone interview
B) mail interview
C) observational interview
D) mall intercept interview
E) in-home personal interview
A company’s blog, Facebook page, or Twitter account can generate rich internal
secondary data.
Data are verified as they are collected when all of the following methods are used
EXCEPT:
A) CATI.
B) CAPT.
C) electronic methods.
D) keypunching.
E) C and D
It is not possible to conduct depth interview using social media.
Which of the following classifications of marketing research involves going below the
surface to identify the true underlying problem that the marketing manager is facing?
A) problem-solving
B) problem-manipulation
C) problem-correction
D) problem-identification
E) problem exception
The ________ is not exposed to the independent variable manipulation but provides a
point of comparison when examining the effects of these manipulations on the
dependent variable.
A) control group
B) hypothetical group
C) experimental group
D) extraneous group
E) caveat group
Marketing research involves all of the following regarding information EXCEPT:
A) identification.
B) collection.
C) analysis.
D) manipulation.
E) dissemination.
In which of the following types of research are convenience samples appropriate to use?
A) descriptive research
B) causal research
C) exploratory research
D) survey research
E) any research where the goal is to draw population inferences
________ is an interviewer characteristic described as “is positive, quality conscious,
and likes being recognized for a job well done.”
A) Aptitude
B) Pride
C) Discipline
D) Command
E) Teamwork
________ refers to whether the cause-and-effect relationships found in the experiment
remain the same when replicated in a larger population.
A) Internal validity
B) Extraneous validity
C) External validity
D) Control validity
E) Population validity
Two samples that are not experimentally related are called ________.
A) independent samples
B) dependent samples
C) parallel samples
D) exclusive samples
E) non-experimental samples
All of the following are typical sources of internal secondary data EXCEPT:
A) accounting records.
B) sales reports.
C) internal experts.
D) focus groups.
E) production or operation reports.
________ affects the measurement in a constant way and represents stable factors that
affect the observed score in the same way each time the measurement is made.
A) Systematic error
B) Random error
C) Forced error
D) Coefficient error
E) Dispersion error