The Duncan’s Multiple Range test is a post hoc test that allows the researcher to
determine among which pairs of means significant differences exist.
A reference page or endnotes (if appropriate) should precede the appendix.
The marketing research report may be the only part of the project that a client sees.
Most CATI systems are programmed to make wrong answers impossible.
Company policies dictate whether or not marketing research will be used in decision
making.
Measures of central tendency is a set of procedures in which the population size and
sample statistics are used to make estimates of population parameters.
The blind draw method, or using a table of random numbers, is most appropriate for
quota samples.
A frequency distribution is a tabulation of the number of times that each different value
appears in a particular set of values.
If the F value in ANOVA produces a significantly high p value (aka “Sig.” in SPSS) of
10 or more, then it is appropriate to proceed with an ad hoc test.
If you plotted data between two variables and the points all fell precisely in a straight
line that was sloping downward to the right, your correlation coefficient would be equal
to +1.0.
In interpreting the output for the Duncan’s multiple range test, different means are listed
as different subsets.
If you calculate sample size with an e of 3 percent, and then you decide to change e to 5
percent, the required sample size will go up.
________ occurs when the respondent is given assurances that his or her answers will
remain private.
A) Confidentiality
B) Supervision
C) Anonymity
D) Role-playing
E) Validation check
Information gaps are discrepancies between:
A) the information collected by a researcher and by a marketer.
B) the information obtained from primary sources and secondary sources.
C) a researcher’s and a manager’s information states.
D) the current information level and the desired level of information.
E) the decisions and assumptions made by a researcher.
Which of the following is true regarding a probability sample?
A) The larger the sample size, the more likely the sample is representative.
B) The larger the sample size, the more accurate it is (less sample error).
C) The more representative the sample, the larger the sample size.
D) They only become accurate when they are larger than 1,000.
E) The larger the sample size, the more room there is for inaccuracy.
A sampling method that separates the population into different subgroups, and then
samples all of these subgroups, is the definition for:
A) stratified sampling.
B) area sampling.
C) cluster sampling.
D) simple sampling.
E) comprehensive sampling.
________ are routinely used in all business when a firm desires supplier firms to
present proposals or bids.
A) RFPs
B) MOA
C) MRP
D) SWOT
E) GIs
A study is released that shows that a majority of Americans want to keep the penny in
circulation. It is learned that the study was conducted by the zinc industry (most pennies
are made with zinc). This illustrates:
A) there are ethical issues in secondary data; some secondary data are not objective.
B) it is difficult to conduct accurate research when you are dealing with emotional
issues such as keeping the penny in circulation.
C) even though the study was sponsored by the zinc industry, the research company
conducting the research would not be unethical in reporting the data.
D) research results may be used to determine national policy.
E) the FTC protects the public from manipulations of fact.
Which of the following is a potential use of test marketing?
A) to test the sales potential for a new product
B) to test variations in the marketing mix for a product
C) to test the sales potential for a new service
D) to test variations in the marketing mix for a service
E) all of the above
Rachel Luecht was responsible for conducting a survey of her university to determine
as to what extent the students were in favor of a number of changes the university
administration was considering. Rachel put posters up around the campus asking for
students who wanted to earn extra money by interviewing other students on the campus.
At the meeting, Rachel offered to pay the students $8 per hour. She also announced that
she would supervise the interviews at random intervals and validate them at the end of
the day. Rachel’s decision to supervise the interviews would:
A) help ensure there are no misunderstandings among the fieldworkers collecting the
information.
B) help ensure that there is a minimum of fatigue among the fieldworkers collecting the
information.
C) help ensure that her fieldworkers do not cheat.
D) help ensure that the respondents are plenty for fieldworkers to interview.
E) help control respondent misunderstandings.
A carwash franchiser wants to know how car owners in Austin, TX, would respond to a
new promotional message she has just created. She would need to collect secondary
data.
Akron’s Children’s Hospital hired research firm, Marcus Thomas, LLC, to determine the
most effective communication messages to use in a new ad campaign being developed
by the hospital. This was an effort in:
A) target market selection.
B) product research.
C) pricing research.
D) promotion research.
The fact that different segments of flu or cold sufferers will consistently seek different
medications targeted at their symptoms (sore throat, nasal congestion, cough, etc.)
illustrates the use of:
A) differences that are significant.
B) differences that are meaningful.
C) differences that are stable.
D) differences that are actionable.
E) differences that are found in the sample.
The ________ holds that our actual sample is one of the many theoretical samples
comprising the assumed bell-shaped curve of possible sample results using the
hypothesized value as the center of the bell-shaped distribution.
A) standard deviation
B) sampling distribution concept
C) standard error of the statistic
D) hypothesized parameter value
E) confidence interval
Which of the following best illustrates what is meant by validating the sample?
A) buying samples only from a well-known and respected sampling firm
B) using samples that have, in the past, provided reliable and valid results
C) comparing the sample’s profile with a known profile such as the census
D) confirming the manager’s approval
E) There is no way to “validate” a sample. This is why probability sampling methods
are so important.