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Which of the following is TRUE?
a. A double-barreled question is one that calls for two responses and thereby creates
confusion for the respondent.
b. It is extremely important that the first few questions on a questionnaire be simple,
interesting, and in no way threatening to the respondents.
c. Opinion questions are typically good openers for a questionnaire because people like
to feel their opinion is important.
d. a and b.
e. a, b, and c.
Factor Loading Matrix
Variable Factor 1 Factor 2
inactivity .20 .70
aggressiveness .70 .10
ambition .80 .05
stress .60 .15
Which of the variables would appear to be least related to the others?
a. inactivity
b. aggressiveness
c. ambition
d. stress
e. a and c
Which of the following is FALSE?
a. Internal secondary data are the least costly of any type of marketing research.
b. Secondary data usually have the advantage of being faster to collect than primary
data.
c. Although secondary data provide a good starting point for a research project, it will
always be necessary to collect primary data at some point.
d. One of the advantages of secondary data is that secondary data generally are much
less costly to collect than primary data.
e. Secondary data typically do not provide as good a fit to the problem as primary data.
The major problem of behavior observation is
a. the number of approaches possible.
b. the degree of structure to be used.
c. the degree of participation in the observer.
d. the degree of disguise that is needed.
e. the observer.
The data system for a decision support system would hold data
a. from a standard source in a standard form.
b. from a standard source in a variety of forms.
c. from a variety of sources in a standard form.
d. from a variety of sources in a variety of forms.
e. from none of the above.
Inaccuracies in the information that is obtained represent which type of error?
a. sampling error
b. nonobservation error
c. observation error
d. noncoverage error
e. nonresponse error
Which of the following statements about the scientific notion of causality and the
common sense notion of causality is true?
a. The scientific notion suggests there is a single cause of an event while the common
sense notion suggests there are a number of causes of an event.
b. The common sense notion implies a completely deterministic relationship while the
scientific notion implies a probabilistic relationship.
c. Both the common sense notion and the scientific notion recognize that we can never
prove that a relationship exists.
d. There is no difference between the scientific notion of causality and the common
sense notion.
e. The empirical evidence is most consistent with the common sense notion.
Ethnographers (circle one):
a) watch consumers use products in their homes
b) talk to consumers about how they use products in their homes
c) make some field observations without talking to consumers
d) all of the above are true
e) only a and b are true
Cross'‘classification analysis
a. can appropriately use turnover analysis.
b. involves counting the occurrence of one variable without regard to the occurrence of
any other variable.
c. usually results from information gathered in field studies.
d. is important in exploratory research.
e. has as its objective the establishment of categories such that classification in one
category implies classification in one or more other categories.
A large clothing manufacturer plans to introduce a new line of sports clothes for women
if preliminary market research shows that at least 50% of the population are favorably
impressed by the new line. Five hundred women were surveyed; 265 of the women
were favorably impressed. The research manager wants to test the hypothesis at the .05
significance level. The z'‘value associated with this significance level is 1.645.
The calculated z'‘statistic for testing the hypothesis is:
a. 1.339
b. '‘1.339
c. 0.977
d. '‘0.977
e. more information is needed
Which of the following is TRUE?
a. The basic format of the scale for the summated ratings method is the same in both
construction and use.
b. For both Thurstone and Likert scales, respondents are asked to indicate their degree
of agreement or disagreement with each statement.
c. Statements are classified as being favorable or unfavorable a priori with
equal-appearing intervals and summated rating scales.
d. a and b.
e. a, b, and c.
If the sample standard deviation turns out to be larger than the estimated population
standard deviation, the confidence interval to estimate a population mean will be ____
planned.
a. narrower than
b. wider than
c. the same as
d. as precise as
e. none of the above
When using branching questions the researcher should
a. develop a flow chart of the logical possibilities and then prepare the questions and
instructions to follow the chart.
b. place the question branched to as close as possible to the question causing the
branching.
c. order the questions so the respondent can anticipate what information is required, and
thus answer the questions more easily.
d. a and b.
e. all of the above.
Which of the following statements about conjoint analysis is FALSE?
a. Subjects are asked to make judgments about stimuli that represent some
predetermined combinations of attributes.
b. Respondents are asked to indicate their preference for each of the stimuli.
c. While the attributes that will be used to construct the stimuli will stem primarily from
the purpose of the investigation, the analyst will have some discretion in this regard.
d. The attributes used to construct the stimuli should be actionable for the company.
e. Subjects are asked to make judgments about existing objects.
Which of the following is FALSE about charts in the research report?
a. Bar charts can only be single scale charts.
b. Pie charts and one-scale bar charts are used for similar purposes.
c. When the relationship being captured is the change in a variable through time, the
vertical form of the bar chart is preferred with x-axis as the time axis.
d. A pictogram is essentially a bar chart.
e. A stratum chart is equivalent to a divided bar chart.
The fact that a person, as a member of a consumer panel that reports purchasing
behavior, may change his or her REPORTED purchasing behavior but not his or her
ACTUAL behavior is an example of the
a. main testing effect.
b. interactive testing effect.
c. maturation effect.
d. experimental mortality effect.
e. history effect.
In a four'‘group'‘six'‘study design, an estimate of the size of the interactive testing
effect is provided by comparing
a. the second experimental and control groups.
b. the first control group and the second experimental group.
c. the two experimental groups.
d. the first experimental and second control groups.
e. the first experimental and control groups.
Physically numbering the questions on a questionnaire
a. promotes respondent cooperation.
b. is a hindrance when filter'‘type questions are used.
c. makes it easier to edit the responses.
d. all of the above.
e. a and c.
Better on'‘going panel operations
a. rarely use quota samples to create a representative panel.
b. rarely encourage participation by offering premiums or paying the respondents.
c. determine prospective participants very systematically.
d. can require continued participation from those who initially choose to participate.
e. have a small percentage of individuals designated initially for inclusion who refuse to
cooperate.
A stratum chart is equivalent to
a. a pictogram.
b. a divided bar chart.
c. a pie chart.
d. a line chart.
e. a bar chart.
b In factor analysis, the factor loadings represent which of the following?
a. the proportions of variance in the variable accounted for by the factor
b. the correlations between the factors and the variables
c. the importance of the variables in the analysis
d. the achieved communality
e. the correlations between any two variables used in the analysis
The most important step in the research process is
a. determining the research design.
b. designing data collection method and forms.
c. preparing the research report.
d. analyzing and interpreting the data.
e. formulating the problem.
The marketing problem should be defined clearly so that
a. communication between the researcher and the decision maker can be reduced.
b. research can be designed properly.
c. the researcher knows what results to come up with.
d. the decision maker understands the decision to be made.
e. all of the above.
An unedited copy of a magazine is used in which of the following methods for
assessing magazine ad readership?
a. recognition
b. through the book
c. recent reading
d. a and b
e. all of the above
Which of the following is TRUE?
a. The services of a skilled psychologist make the task of analyzing the responses from
a depth interview very easy.
b. The open-ended question is particularly useful in descriptive research.
c. A projective technique involves the use of a stimulus that an individual is asked to
describe, expand upon, or build a structure around.
d. The researcher can explore all areas of inquiry by direct questioning.
e. They are all false.
A marketing research team collected preferences from consumers in the MidWest who
rated the likelihood that they would go on each of the 16 possible week'‘long spa
packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or
$2599; golf green fees included or not; and daily massages included or not. (The factors
were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1=
golf included; 0 = massage not included, 1= massage included. The likelihood scale
ranged from 0 to 100, with 100 meaning greater preference.) When the marketing
research team conducted the conjoint analysis, they obtained the following
beta'‘weights (after averaging across the sample):
likelihood = -.85 destination '‘. 15 price +.70 golf +.50 massage
Which location do consumers prefer?
a. San Diego, by a lot
b. Phoenix, by a lot
c. San Diego, marginally
d. Phoenix, marginally
e. San Diego, only if they can golf
A marketing research team collected preferences from consumers in the MidWest who
rated the likelihood that they would go on each of the 16 possible week'‘long spa
packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or
$2599; golf green fees included or not; and daily massages included or not. (The factors
were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1=
golf included; 0 = massage not included, 1= massage included. The likelihood scale
ranged from 0 to 100, with 100 meaning greater preference.) When the marketing
research team conducted the conjoint analysis, they obtained the following
beta'‘weights (after averaging across the sample):
likelihood = -.85 destination '‘. 15 price +.70 golf +.50 massage
Which price do the consumers prefer?
a. 15% discount
b. $1499
c. $2599
d. it depends on the segmentation structure
e. cheaper is always better
Calories Consumed Weight of Adult Male in Pounds
per Day <119 120'‘199 >200 Total
__________________________________________________________________
<1499 16 20 4 40
1500'‘2999 4 90 16 110
>3000 0 10 40 50
__________________________________________________________________
Total 20 120 60 200
Assume that all expected frequencies have been computed. What is the next step in the
contingency table analysis?
a. Compare the calculated expected frequencies with the observed frequencies using the
t'‘test.
b. Compute the contingency coefficient.
c.Compute the chi-square
d.Compute the r2
e.None of the above.
Structural equations models:
a.are the best tool to study customer loyalty.
b.can be modeled in Excel, if you specify the regression statements properly.
c.are like regressions but the regression equation is more 'structured.'
d.is a mapping technique.
e.can fit models where z=fn(y) and y=fn(x).
Consumers browsing in your local bookstores were asked to make judgments of
similarity among various genre of books. The consumers also made ratings of attributes
of the types of books, so that vectors representing those attributes might be plotted in
the space, aiding interpretation of the dimensions. The consumers also indicated their
preferences among these categories. The results are plotted below.Which categories are
perceived to be the most similar? (circle all that apply)
a. biography and reference
b. adventure and espionage
c. biography, reference, and self-help
d. literature and romance
e. literature and poetry
Comparing data from Web-surveys to paper-pencil surveys, which of the following is
true:
a. Data from paper-pencil surveys need to be checked for editing.
b. Data from paper-pencil surveys need to be coded.
c. Data from Web-surveys need to be coded.
d. a & b are true
e. all these statements are true
