The assignment of a symbol to represent a specific response to a specific question,
along with the data record and column position that symbol will occupy, is called
coding.
When using a semantic differential, the respondent is typically asked to rate a brand,
store, or some other object in terms of bipolar adjectives, such as cold and warm.
Noncomparative scaling is the most widely used scaling technique in marketing
research.
When entering respondent data into a spreadsheet, each column contains the data for
one respondent.
A direct approach is one type of qualitative research in which the purposes of the
project are disclosed to the respondent or are obvious given the nature of the interview.
The two factors that affect the task of interviewing a much larger number of
respondents than originally anticipated to achieve the desired net sample are random
rate and standard rate.
With experimental designs, it is possible to control for some of the extraneous variables.
The value of secondary data is typically limited by their degree of fit with the current
research problem and by concerns regarding data accuracy.
When conducting marketing research in foreign countries, statistical estimation of
sample size may be difficult since estimates of the population variance may be
unavailable.
A measure of central tendency given as the value that occurs the most in a sample
distribution is called the median.
The difference between the smallest and largest values of a distribution is called the
variance.
Validity is the extent to which differences in observed scale scores reflect true
differences among objects on the characteristic being measured, rather than systematic
or random errors.
Exploratory research is typically more formal and structured than conclusive research.
The product moment correlation is also referred to as regression correlation.
A graphical depiction that makes use of small pictures or symbols to display the data is
called a pictograph.
The origin characteristic means that a scale has an arbitrary zero point.
According to the text, graphical models are logical, preliminary steps to developing
mathematical models.
Analysis of blogs and Facebook postings revealed to Hewlett-Packard (HP) that many
customers who purchased its computers were having issues with service support.
Statistical inference is the process of generalizing the sample results to the population
results.
Often the amount of information generated while conducting qualitative research in
social media can be rather limited.
Each report will have a unique character based on the personalities, responsibilities, etc.
of the researcher and the decision maker to whom the report is addressed.
According to the text, the symbols used in the assignment of codes to each possible
response to each question is usually a number.
The number of standard errors that a point is away from the mean is called the z value.
Third ear is the interviewer characteristic described as “has a natural affinity for
telephone research-enjoys collecting opinions via the telephone.”
While every step in a marketing research project is important, research design
formulation is the most important step.
Market share is an example of a topic typically addressed by problem-solving research.
Casewise deletion is an option available for the treatment of missing responses.
Private communities are primarily built for discovery and insight purposes and are
called MROCs (Marketing Research Online Communities).
Companies whose primary service offering is their expertise in collecting data for
research projects are called coding and data entry services.
Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily
by consumers on their social media sites are traces of their behaviors. An analysis of
these constitutes a form of observation known as trace analysis.
A preexperimental design in which a single group of test units is exposed to a treatment
X, and then a single measurement on the dependent variable is taken, is called the
one-shot case study.
A continuous rating scale allows the respondent to place a mark at any point along a
line running between two extreme points rather than selecting from among a set of
predetermined response categories.
Open-ended is a popular form of structured question.
Completion techniques are a natural extension of association techniques, generating
more detail about the individual’s underlying feelings and beliefs.
Unlike traditional data collection, in social media respondents do not merely respond to
questions or stimuli. Rather, they generate the data and edit it by their communal
participation.
According to the text, noncomparative scales are also referred to as nonmetric scaling.
Audits can help consumer product firms determine the size of the total market and
distribution of sales by type of outlet and by different regions.
Which of the following types of information is the most important aspect of a
marketing research study?
A) basic information
B) classification information
C) problem-solving information
D) identification information
E) quantification information
All of the following are mentioned in the text as specific objectives of a questionnaire
EXCEPT:
A) translate the researcher’s information needs into a set of specific questions that
respondents are willing and able to answer.
B) minimize demands imposed on respondents.
C) minimize response error.
D) collect demographic information that can be used in later direct mail campaigns.
E) B and D
Dots or hyphens that are used to impart uniformity and improve readability of a table
are called ________.
A) stubs
B) footnotes
C) headings
D) leaders
E) brackets
In the marketing research process, data preparation and analysis comes immediately
after ________ and before ________.
A) problem definition; research design
B) research design; fieldwork
C) fieldwork; research design
D) problem definition; report preparation
E) fieldwork; report preparation and presentation
Socioeconomic and demographic characteristics used to categorize respondents are
referred to as ________.
A) basic information
B) classification information
C) problem-solving information
D) identification information
E) quantification information
A(n) ________ allows the respondent to place a mark at any point along a line running
between two extreme points rather than selecting from among a set of predetermined
response categories.
A) comparative scale
B) itemized rating scale
C) continuous rating scale
D) Likert scale
E) extreme scaling
All of the following are mentioned in the text as specific guidelines to follow to avoid
problems in question wording EXCEPT:
A) use ordinary words.
B) avoid ambiguous words.
C) use leading questions.
D) use positive and negative statements.
E) C and D
A(n) ________ hypothesis is a statement of the status quo, one of no difference or no
effect.
A) null hypothesis
B) alternative hypothesis
C) random hypothesis
D) standardized hypothesis
E) starting hypothesis
Chi-square analysis should NOT be conducted when the expected or theoretical
frequency in any of the cells is less than ________.
A) 1
B) 2
C) 5
D) 10
E) 25
Sampling techniques that do not use chance selection procedures and rely on the
personal judgment of the researcher are called ________.
A) probability sampling techniques
B) nonprobability sampling techniques
C) stratified sampling
D) cluster sampling
E) semantic differential sampling
________ relies on the personal judgment of the researcher, rather than chance, in
selecting sampling elements.
A) Nonprobability sampling
B) Probability sampling
C) Simple random sampling
D) Systematic sampling
E) Umpire sampling
To evaluate interviewers on the quality of interviewing, the supervisor ________.
A) should ask other interviewers about the interviewer in question
B) must directly observe the interviewing process
C) should ask the respondent about the qualities of the interviewer in question
D) should use a pretested questionnaire to evaluate the interviewer
E) should ask permission of the interviewer
Standard deviation is the square root of the variance and is expressed in the same units
as the data.
According to the text, the key to an effective presentation is ________.
A) advanced technology
B) preparation
C) detailed descriptions
D) professionalism
E) video equipment
According to the text, a survey discloses that 31 percent of the respondents preferred
the client’s brand, while 30.8 percent preferred the closest competing brand. In such a
case, it is perfectly fine to announce that the client’s brand is the dominant brand. Such
a situation would be ________.
A) acceptable based on the facts of the survey
B) acceptable if only the client was told this
C) impossible to weigh in with a moral judgment based on these details
D) unacceptable if only the client was told this
E) unacceptable because it is misleading. The brands have virtual parity.
Compare and contrast the disadvantages of surveys, purchase and media panels, and
scanner data.
________ occurs when the sample results lead to the rejection of a null hypothesis that
is in fact true.
A) Type I error
B) Type II error
C) Type III error
D) Type IV error
E) Power of a test
All fieldwork involves the selection, training, and supervision of persons who collect
data.
The evaluation of field workers should be based on which of the following criteria?
A) quantity
B) quality
C) task conditions
D) all of the above
E) A and B
Psychographics refers to ________.
A) qualitative inventories of business personalities
B) pictorial renderings of individuals’ psychological traits
C) psychological assessments of consumers’ behavior
D) graphic depictions of psychological testing results
E) quantified psychological profiles of individuals
A ________ is a basis for classical statistical inference that is bell-shaped and
symmetrical in appearance.
A) normal distribution
B) standard deviation
C) variance
D) confidence interval
E) classic symmetry
The difference between the smallest and largest values of a distribution is called the
________.
A) range
B) variance
C) median
D) mean
E) body
If ease of locating items is critical, a(n) ________ arrangement is most appropriate.
A) numerical
B) current ranking
C) alphabetical
D) random
E) catalogued
According to the text, all of the following are challenges faced in implementing a
sampling design in international research EXCEPT:
A) individuals responsible for making or influencing decision may vary.
B) in developing an appropriate sampling frame one cannot rely on high-quality
secondary data as one can in developed countries.
C) equivalence of samples can elude the researcher.
D) probability sampling techniques are uncommon overseas.
E) non-governmental organizations are needed for implementing the sampling design in
some countries of the world.
________ is a type of validity that consists of a subjective but systematic evaluation of
the representativeness of the content of a scale for the measuring task at hand.
A) Content validity
B) Criterion validity
C) Construct validity
D) Coefficient validity
E) Type I validity
According to the text, a(n) ________ is the group exposed to the manipulated
independent variable.
A) control group
B) hypothetical group
C) experimental group
D) extraneous group
E) corollary group
According to the text, at what point are telephone interviews considered to be too long?
A) over 10 minutes
B) over 15 minutes
C) over 20 minutes
D) over 25 minutes
E) over 30 minutes
Which of the following is NOT recognized as an advantage of using electronic
interviewing to collect research data?
A) no interviewer bias
B) high speed
C) low cost
D) high sample control
E) hard-to-reach-respondent contact
A(n) ________ is one of two types of scaling techniques in which each stimulus object
is scaled independently of the other objects in the stimulus set.
A) noncomparative scale
B) continuous rating scale
C) itemized rating scale
D) Likert scale
E) random scale
In a short essay, discuss the advantages to publishing marketing research reports on the
Web. Give an example of how one company has benefited from such use of new media.
If possible, standard codes should be used for missing data.
When using a(n) ________, the respondent is typically asked to rate a brand, store, or
some other object in terms of bipolar adjectives, such as cold and warm.
A) Likert scale
B) Stapel scale
C) balanced rating scale
D) semantic differential
E) image scale
Statistical techniques can be broadly classified as ________ or ________.
A) univariate; random
B) random; parallel
C) parallel; multivariate
D) univariate; multivariate
E) uniform; non-uniform
________ is the ability of the survey mode to reach the units specified in the sample
effectively and efficiently.
A) Social desirability
B) Interviewer bias
C) Nonresponse bias
D) Efficiency effect
E) Sample control
The number of standard errors that a point is away from the mean is called the
________.
A) F value
B) P value
C) z value
D) t value
E) chi-square value
In a short essay, discuss measures of variability as they are associated with frequencies.
Include a discussion of range, variance, and standard deviation.
In a short essay, list and discuss the six steps in the marketing research process.
List some of the ethical issues faced by the researcher and the client in the report
preparation and presentation stage of the marketing research project.
In a short essay, list and discuss the four commonly used nonprobability sampling
techniques used in marketing research.
In a short essay, discuss the characteristics of an analytical model and list and discuss
the three most common forms of this model.
In a short essay, describe the process of editing in the data preparation process and
discuss the four types of errors a researcher is attempting to minimize in this procedure.
In a short essay, discuss online intercept and online recruited sampling techniques.
In a short essay, discuss the differences between a management decision problem and a
marketing research problem.
In a short essay, list and discuss the three types of information that are obtained from a
questionnaire.
In a short essay, discuss the proper steps in choosing a scaling technique for a particular
marketing research problem.
In a short essay, discuss the characteristics and uses of a scatter diagram. Include a
discussion of the least-squares procedure to support your answer.
Traditionally, marketing researchers were responsible for assessing information needs
and providing the relevant information, whereas marketing decisions were made by the
managers. Discuss why the roles of marketing managers and marketing researchers are
changing.
In a short essay, discuss at least four recommendations that should be followed when
writing the report for a marketing research project.
In a short essay, describe the characteristics of a focus group, and list and discuss the
basic steps to conducting a focus group.
Briefly discuss mechanical observation. What is it and why is it used? Describe two
devices used for mechanical observation that do not require the respondent’s direct
participation.