July 18, 2017

Qualitative research involves collecting, analyzing, and interpreting data by observing

what people do and say.

Test marketing is the phrase commonly used to indicate an experiment, study or test

that is conducted in a field setting.

The formula holds that each cross-tabulation cell expected frequency be subtracted

from its associated observed frequency, and then that difference be squared to avoid a

cancellation effect of minus and plus differences.

Longitudinal studies are called such because they are long, very complex surveys taken

at one point in time but taking several months to complete the data analysis.

Test markets do not yield infallible results. Sometimes test markets lead to the wrong

decision.

Eye Tracking Inc., which specializes in eye movement research, would be considered a

specialized research technique firm.

Exploratory research is often undertaken to help clearly define a problem.

When a respondent knowingly provides a false answer to a survey question, this is

known as an intentional respondent error.

Using summarization analysis is perfectly acceptable when the researcher wishes to

quickly communicate the basic nature of the central tendency and variability of the

findings in a sample.

An overstated question is one that places undue emphasizes on some aspect of the topic.

Test marketing is the most accurate method of forecasting future sales.

The primary advantage of field experiments is that they are conducted in

non-naturalistic settings which allow for tightly controlling extraneous variables.

Focus groups represent 85% to 90% of the total money spent on qualitative research.

Ethics may be defined as a field of inquiry into determining what behaviors are deemed

appropriate under certain circumstances as prescribed by codes of behavior that are set

by the government.

The process of developing response formats that are very clear and that are used

identically by the various respondents is called scale development.

Anonymity means that the researcher knows who the respondent is but does not identify

the respondent with any information gathered from that respondent to a client.

The FTC's "do not call" registry has not been successful at all.

Marketing research is synonymous with market research.

The American Community Survey may represent the most significant change in the

availability of secondary data to be used for marketing research purposes in several

decades.

Designs that control for the effects of extraneous variables are known as

quasi-experimental designs.

When you are working with a percent hypothesis, the interpretation of a hypothesis test

is directly linked to the sampling distribution concept, but that is not the case with an

average hypothesis.

Invitation online sampling is when potential respondents are alerted that they may fill

out a questionnaire that is hosted at a specific website.

An experiment is defined as manipulating a dependent variable to see how it affects an

independent variable while controlling for the effects of a complex variable.

Most of the research firms found in the Honomichl Global Top 25 and Honomichl Top

50 would qualify as full-service firms.

Research objectives specify which properties are to be measured in any particular

research project.

Laboratory experiments, then, are desirable when the intent of the experiment is to

achieve high levels of internal validity.

The t value is agreed by statisticians to be more proper than the z value, but the t value

does not have set critical values such as 1.96.

The researcher strives to minimize question bias, defined as the ability of a question's

wording or format to influence respondents' answers.

Directional hypotheses are NOT feasible in the case of tests of statistically significant

differences.

Words like all and worst are considered "extreme absolutes."

A data collection method that can easily and inexpensively screen respondents is

desirable with a low incidence rate situation because a great many potential respondents

must be contacted, but a large percentage of these would not qualify to take the survey.

Many of the software programs for questionnaire design have provisions for data

analysis, graphic presentation, and report formats of results.

You may perform regression analysis, using your XL Data Analyst by the command:

RelateRegression.

A valid scale is one in which a respondent responds in the same or in a very similar

manner to an identical or nearly identical question.

A correlation coefficient, an index number constrained to fall between the range of -1.0

and +1.0, communicates both the strength and the direction of association between

three or more categorical variables.

Description, division, deviance, and derivation are the four functions of data analysis.

When the answer is a number that expresses some quantity of the property being

measured, we have a metric response format question.

Which of the following is defined as the value of readily available access to willing

respondents?

A) respondent availability

B) panel equity

C) respondent value

D) respondent accessibility

E) panel value

You may have statistical significance and still not have:

A) practical significance

B) large z values

C) small p values

D) small differences

E) average x values

What type of question format is the following question?

When you purchased your most recent automobile, what features do you take into

consideration? (Check all that apply.)

_____Style (e.g., sedan, coupe, wagon, SUV)

_____Price

_____Quiet ride

_____Trunk space

_____EPA mileage rating

A) Multiple-choice category

B) Aided open-ended

C) Continuous response

D) Dual-choice

E) Metric response

When testing a hypothesis, if the computed value is 39.7 and the critical z is 1.96, then:

A) the hypothesis is not supported

B) the hypothesis is supported

C) the critical z value needs to be changed

D) a major assumption has been violated

E) no statement can be made about the hypothesis based on this information

Sample methods that embody random sampling are often termed ________.

A) probability sampling methods

B) nonprobability sampling methods

C) congruent sampling methods

D) incongruent sampling methods

E) randomized sampling methods

In an experiment, which type of variable does a researcher have control over and wish

to manipulate?

A) dependent variables

B) independent variables

C) extraneous variables

D) exploitive variables

E) reliable variables

Which of the following products was actually a failure after marketing research

predicted it would be successful?

A) Ice Breakers Pacs

B) Coca-Cola C2

C) Wolfgang Puck's Self-Heating Latte

D) Coca-Cola Blak

E) all of the above

How many respondents are normally involved in a pretest?

A) 1-5

B) 5-10

C) 20-25

D) over 25

E) as many as the researcher can possibly get to participate

Which of the following best describes the role of the researcher in problem definition?

A) to help managers ensure they have properly defined the problem

B) to help managers ensure they have properly defined the problem particularly when

managers have not yet defined the problem in general terms

C) to help managers ensure they have properly defined the problem particularly when

managers have already defined the problem very specifically

D) the researcher should not be involved in problem definition but must remain totally

objective

E) none of the above - managers define problems and researchers carry out the research

objectives

Which of the following formats provides response options to questions on the

questionnaire?

A) co-existing response options format

B) categorical response format

C) categorical open-ended format

D) probed format

E) open-ended with response options format

________ provide(s) an overview or 'skeleton" of the research report, including

conclusions and recommendations.

A) The table of contents

B) The title page

C) The executive summary

D) The synopsis

E) Skeleton results

"Should people be allowed to protect themselves from harm by using mace as

self-defense?" is an example of a(n) ________ question.

A) leading

B) loaded

C) double-barreled

D) overstated

E) screening

In order for a synthetic number scale to have meaning, you must know ________.

A) the standard deviation of the scale

B) the range of the scale

C) the mean of the scale

D) the mode of the scale

E) the standard error of the scale

In the following sample size formula, what percent level of accuracy is desired?

A) 0%

B) 5%

C) 9%

D) 3%

E) 0.025

What is the first step in estimating the population value for an average?

A) Calculate the standard error of the average.

B) Calculate the standard deviation of the metric variable.

C) Calculate the average of the metric variable.

D) Find the limit.

E) Find the upper and lower boundaries.

A ________ is a range (lower and upper boundary) into which the researcher believes

the population parameter falls with an associated degree of confidence (typically 95%

or 99%).

A) boundary estimation

B) hypothesis testing

C) parameter boundary determination analysis

D) confidence interval

E) range estimate

"Rate your satisfaction level on a scale from 1 to 10" is an example of:

A) a natural but non-metric response format

B) a natural metric response format

C) a natural synthetic response format

D) a synthetic metric format

E) a synthetic satisfaction format

To determine if more than two groups averages are significantly different using XL

Data Analyst we would use which command?

A) CompareANOVAAverages

B) DifferencesANOVA

C) Compare3+ Group Averages

D) Compare2 Group Averages

E) CompareANOVAGroups

Which type of interview technique offers the advantages of cost, quality and speed?

A) telephone interview

B) in-office interview

C) mall-intercept interview

D) in-home interview

E) dual data collection

What type of research design should a researcher use if he/she wishes to determine the

effect of a change in price on the sales of a particular brand?

A) exploitive

B) longitudinal

C) exploratory

D) after-only

E) causal

Which of the following is NOT one of the items to report when regression is used as a

screening device or for understanding?

A) dependent variable

B) statistically significant independent variables

C) signs of beta coefficients

D) standardized beta coefficients for the significant variables

E) dummy coded variable

Which of the following is NOT true of a scatter diagram?

A) It plots data pairs in an x- and y-axis graph.

B) It will portray the amount of covariation between two metric variables.

C) It plots the points corresponding to each matched pair of x and y variables.

D) When there is no apparent association or relationship between two variables, the

points on a scatter diagram fail to create any identifiable pattern.

E) There is no relationship between scatter diagrams and correlation coefficients.

Which of the following marketing concepts is an important reason for analyzing

differences?

A) new product development

B) market segmentation

C) channel of distribution strategy

D) promotion mix

E) product differentiation

Which of the following did the statistician Tukey coin as errors solving the wrong

problem?

A) Type I errors

B) Type II errors

C) Type III errors

D) Problematic errors

E) Inconsistent errors

An experiment is defined as:

A) something men and/or women in white coats do

B) manipulating an independent variable to see how it affects a dependent variable,

while also controlling for the effects of additional complex variables

C) manipulating an independent variable to see how it affects a dependent variable,

while also controlling for the effects of additional extraneous variables

D) manipulating a dependent variable to see how it affects an independent variable,

while also controlling for the effects of additional complex variables

E) controlling for the effects of reliable variables on dependent variables

The summary of the percent of times each and every category appears for the entire

sample is called the:

A) mode

B) mean

C) categorical percentage rate

D) percentage distribution

E) frequency distribution

A ________ (where the target variable is clearly indicated, probably in the title, and the

statistically significant positive and negative correlations are identified and separated) is

suggested when presenting correlation findings.

A) table

B) cross-tabulation table

C) lengthy discussion

D) graph

E) none of the above; there is no "best" communication vehicle for cross-tabulation

analysis.

When a scale has "levels" as opposed to "labels" we can normally assume the level of

measurement is:

A) metric

B) in small increments

C) categorical

D) to scale

E) average

"How many times have you visited the library in the last month?" is an example of:

A) a natural but non-metric response format

B) a natural metric response format

C) a natural synthetic response format

D) a synthetic metric format

E) a synthetic annual format

A ________ question is one whose answer affects which question will be asked next.

A) screening

B) warm-up

C) complicated

D) transition

E) skip

Which is true about the "neutral point" on symmetric synthetic scales?

A) there are no neutral points on these scales

B) the neutral points should be counted as zeroes

C) the neutral point is not considered an origin or zero

D) there cannot be a "neutral point" on a synthetic scale

E) none of the above

What type of descriptive research study measures units from a sample of the population

at only one point in time?

A) sample surveys

B) cross-sectional studies

C) longitudinal studies

D) population research

E) Both B and C are correct.