One of the common indices used to measure the short-term success and impact of an ad
is “day after recall.”
a. True
b. False
John thought his exam was last week when it was actually three weeks ago. This is an
example of
a. implicit alternatives.
b. funnel error.
c. response latency.
d. telescoping error.
e. recall loss.
In very few cases, it’s important to report standard deviations along with mean values.
a. True
b. False
A longitudinal study is characterized by each of the following statements EXCEPT:
a. It involves a panel, which is a fixed sample of elements.
b. Elements may be stores, individuals or other entities.
c. The panel remains relatively constant through time.
d. Characteristics of the elements, or sample members, are measured only once.
e. Members may be added to replace dropouts or to keep the panel representative.
In general, the first step in conducting exploratory research is to:
a. Assemble a focus group.
b. Perform an experience survey.
c. Conduct a literature search.
d. Perform an analysis of selected cases.
e. Narrow a group of hypotheses to one specific hypothesis for investigation.
A researcher investigating the consumption of sugar takes a random sample from the
population and computes the mean sugar consumption. He repeats the procedure a
number of times using the exact same procedure, and finds the means obtained vary
from sample to sample. This is an example of
a. systematic error.
b. sampling error.
c. nonsampling error.
d. noncoverage error.
e. response error.
Which of the following is FALSE?
a. Interval scales allow researchers to compare the absolute magnitude of numbers.
b. A ratio scale differs from an interval scale in that the ratio scale has a natural zero.
c. Determination of absolute zero is difficult with measurements in marketing. It is
debatable whether many of the constructs used in marketing even possess this property.
d. Both a and b.
e. a, b, and c.
Which of the following statements about mean values is NOT true?
a. Mean values can be calculated for any variable in a data set.
b. Mean values are only meaningful for continuous measures.
c. Mean values should be presented with several decimals, to improve their precision.
d. The mean is only useful with equal-interval scales.
e. Outliers can have a very strong influence on a sample mean.
Which of the following is FALSE?
a. A good test of a summary is self-sufficiency in that a summary should not require the
appended full report but should be able to stand on its own.
b. In general, it is not desirable for the researcher to draw conclusions in the written
report. Rather they should limit their reports to presentation of the facts and should let
the reader draw his or her own inferences from this presentation.
c. The good summary in a research report contains the necessary introductory
information to provide background, and the important results and conclusions.
d. The true summary is an abstract of the whole report in which everything is restated in
condensed form.
e. As a general rule, the research report with wide distribution will require a more
extensive introduction than a report for a narrow audience since a major purpose of the
introduction is to provide the background information the reader needs to appreciate the
discussion in the body of the report.
What type of scale is the following? Indicate your opinion about services Delta Airlines
provides, by placing an “X” at the appropriate position on the lines to the right of the
services below.
a. Stapel scale
b. Likert scale
c. Temperature scale
d. Graphic-rating scale
e. Itemized rating scale
In case analysis, cases that reflect extremes of behavior are bad candidates for study.
a. True
b. False
The analysis that focuses on future-oriented, potential behaviors as opposed to
classifying past behaviors is known as:
a. Future analysis
b. Predictive analysis
c. Descriptive analysis
d. Presumptive analysis
e. Speculative analysis
A statistical test to determine whether some observed pattern of frequencies
corresponds to an expected pattern is called a chi-square goodness-of-fit test.
a. True
b. False
A researcher determines a sample of size (n) 100 is necessary to estimate a population
mean with 95% confidence (z = 2). The calculation of sample size required that he
estimate the population standard deviation since it was unknown, and he estimated it as
150. The 100 observations produced a sample mean and a sample standard deviation
The resulting confidence interval is
a. 970 < < 1030.
b. 996 < < 1004.
c. 997 < < 1003.
d. 960 < < 1040.
e. There are two possible confidence intervals.
Which of the following statements about the Problem Definition phase of the Marketing
Research Process is
TRUE?
a. It results in specifying the Decision Problem.
b. It results in specifying one or more Research Problems.
c. No further steps should be taken until A and B are stated explicitly.
d. The Research Requests Agreement states the problem the research will address.
e. All of the above are true.
Which of the following is an example of using the modeling system of a DSS?
a. To enable brand managers to make better marketing mix decisions.
b. To help bankers make stronger credit decisions.
c. To guide managers when they make new product development decisions.
d. To assess alternative marketing plans for motion pictures before they are released.
e. All of the above are valid examples.
One hundred sports writers are given a survey and asked to rank basketball players on
categories such as rebounding, points scored, and assists. The results of the survey
indicate that most sports writers agree on the top ten players, within the given
categories. This is evidence of
a. reliability.
b. validity.
c. random error.
d. response error.
e. systematic error.
In an experiment, which type of outcome variable(s) does a researcher have NO control
and NO ability to manipulate?
a. Dependent variables
b. Independent variables
c. Extraneous variables
d. Both the independent and dependent variables.
e. All of the above.