Outside marketing research companies hired to supply marketing research data are
called external suppliers.
Companies that collect and sell common pools of data designed to serve information
needs shared by a number of clients are called syndicated services or syndicated
sources.
All the noncomparative scales that we have discussed in this chapter can be easily
implemented in social media except the Stapel scale that has to be presented vertically.
An ANOVA technique in which there is only one factor is called two-way analysis of
variance.
In multiple regression, if the overall null hypothesis is rejected, we know which specific
coefficients
(βis) are nonzero.
The research design is a framework or blueprint for conducting the marketing research
project that specifies the procedures necessary to obtain the information needed to
structure and/or solve the marketing research problem.
A noncomparative scale is one of two types of scaling techniques in which each
stimulus object is scaled independently of the other objects in the stimulus set.
According to the text, comparative scaling is sometimes referred to as monadic scaling.
Significance of the overall effect indicates that some differences exist between some of
the treatment groups.
The mean is a good measure of location when the variable is inherently categorical or
has otherwise been grouped into categories.
Interviewers should record responses after the interview.
Determining the impact on sales and profits of various levels of price changes is an
issue that would be addressed in a management decision problem.
According to the text, most commercial market research is descriptive in nature.
A cause-and-effect study is a major type of descriptive study.
According to the text, the largest database of companies in the United States is
contained in the national Electronic Yellow Pages.
Internal consistency reliability is used to assess the reliability of a summated scale and
refers to the consistency with which each item represents the construct of interest.
When we measure the perceptions, attitudes, and preferences of consumers, we are not
measuring the object but some characteristic of it.
The categorical independent variables used in an analysis of variance are called factors.
The involvement of many marketing managers in the research project is limited to the
written report and the oral presentation.
According to the text, qualitative data are data routinely collected by supermarkets and
other outlets with electronic checkouts.
According to the text, a conversational style should be avoided when writing
interviewer-administered questionnaires.
The advantages of using electronic interviewing to collect research data include high
speed and low cost.
Leaders are designations placed in the left-hand column of a table.
Statistical designs allow for the statistical control and analysis of external variables.
The concept of a sampling distribution enables us to use probability theory to make
inferences about the population values.
Respondents for the pretest and for the actual survey should not be drawn from the
same population.
A procedure for deriving a mathematical relationship, in the form of an equation,
between a single metric dependent variable and a single metric independent variable is
called univariate regression.
In many marketing research applications, the observations for two groups are not
selected from independent samples. Rather, the observations relate to paired samples in
that the two sets of observations relate to the same respondents.
The critical value of the F distribution depends upon two sets of degrees of
freedomthose in the numerator and those in the denominator.
Preexperimental designs are distinguished by the fact that the researcher can randomly
assign test units to experimental groups and also randomly assign treatments to
experimental groups.
For structured questions, frequent occurrence of nonresponse items is an indicator that
should be used to evaluate an interviewer on the quality of interviewing.
Primary data represents any data that have already been collected for purposes other
than the problem at hand.
A noncomparative scale is one of the two types of scaling techniques in which there is
direct comparison of stimulus objects with one another.
Questions regarding identification information generally come before questions
regarding demographics.
The area under the sampling distribution curve between any two points can be
calculated in terms of r values.
“Forms good team relationships with others” describes the interviewer characteristic of
________.
A) aptitude
B) teamwork
C) command
D) ethics
E) third ear
According to the text, which of the following is the first step in the sampling design
process?
A) define the population
B) determine the sampling frame
C) select sampling technique(s)
D) determine the sample size
E) count your resources available
Advantages of Internet surveys over e-mail surveys include which of the following?
A) Graphs, images, animations, and links to other Web pages may be integrated into or
around the survey.
B) It is possible to validate responses as they are entered.
C) Skip patterns can be programmed and performed automatically.
D) All of the above are correct.
Which of the following is NOT a stage of the data preparation process?
A) questionnaire design
B) editing
C) transcribing
D) data cleaning
E) coding
Which of the following is NOT recognized as a classification for the various methods of
collecting survey data?
A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview
Which of the following is the last step in the questionnaire design process?
A) arrange the questions in proper order
B) eliminate bugs by pretesting
C) identify the form and layout
D) reproduce the questionnaire
E) present the results to the client
________ is concerned with the nature and degree of association between variables and
does not imply or assume any causality.
A) Regression analysis
B) Analysis of variance
C) Deviation analysis
D) F-test
E) Functional linear analysis
The ________ should identify the need for further action on the part of the client, such
as implementation of the findings or further research that should be undertaken.
A) letter of transmittal
B) letter of estimation
C) letter of authorization
D) letter of recommendation
E) letter of invoice
Sample size is influenced by which of the following?
A) confidence level changes
B) population variability
C) precision level changes
D) A and B
E) A, B, and C
According to the text, using telephone interviews to collect survey data is the least
popular method of collecting survey data.
________ make their money by collecting data and designing research products that fit
the information needs of more than one organization.
A) Data processing services
B) Syndicated services
C) Field services
D) Qualitative research services
E) Pooling services
________ are designations placed in the left-hand column of a table.
A) Leaders
B) Stubs
C) Footnotes
D) Headings
E) Brackets
The Nielsen BrandLift measures ________.
A) aided awareness
B) ad recall
C) message association
D) brand favorability
E) all of the above
________ is marketing that involves using powerful computers with advanced
statistical and other software to analyze large databases to discover hidden patterns in
the data.
A) Data mining
B) Mass marketing
C) Parallel marketing
D) Traditional marketing
E) Competitive intelligence
The recording of behavioral patterns of people, objects, and events in a systematic
manner to obtain information about the phenomenon of interest is called ________.
A) projection
B) observation
C) description
D) exploration
E) micro-pattern research
In developing countries, which of the following scales would be best for measuring
consumer preferences?
A) ordinal scales
B) ratio scales
C) interval scales
D) substantive scales
E) dichotomous scales
Which of the following often follows a well-known distribution, such as the normal, t,
or chi-square distribution?
A) test statistic
B) level of significance
C) critical value
D) z-test
E) incidence of difference
Which of the following types of scales is described as a seven-point rating scale with
end points associated with bipolar labels that have semantic meaning?
A) Likert scale
B) semantic differential
C) Stapel scale
D) balanced rating scale
E) siete scales
A scale consisting of multiple items, in which an item is a single question or statement
to be evaluated, is called a ________.
A) forced rating scale
B) systematic scale
C) multiple measurement scale
D) multi-item scale
E) single question scale
Experimental design is the set of experimental procedures specifying the test units and
sampling procedures and all of the following EXCEPT:
A) specifying the independent variables.
B) specifying the dependent variables.
C) specifying the plan for data analysis.
D) specifying how to control the extraneous variables.
When evaluating field workers, the interviewer’s time should be broken down into all of
the following categories EXCEPT:
A) actual interviewing.
B) travel.
C) administration.
D) B and C
E) A, B and C
________ explicitly specify the strength and direction of relationships among variables,
usually in equation form.
A) Graphical models
B) Mathematical models
C) Verbal models
D) Technological models
E) Provisional models
________ 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.
A) A direct approach
B) An indirect approach
C) A panel
D) A survey
E) An informed approach
________ are a natural extension of association techniques, generating more detail
about the individual’s underlying feelings and beliefs.
A) Evaluation techniques
B) Completion techniques
C) Construction techniques
D) Expressive techniques
E) Detail techniques
A round chart divided into sections is called a ________.
A) pie chart
B) line chart
C) pictograph
D) histogram
E) round graph
A technique for fitting a straight line to a scattergram by minimizing the sum of the
squares of the vertical distances of all the points from the line is called the ________.
A) most-squares procedure
B) analysis of variance
C) least-squares procedure
D) correlation equation
E) vertical minimization algorithm
A measure of central tendency, given as the value above which half of the values fall
and below which half of the values fall is called the ________.
A) mean
B) mode
C) median
D) maxima
E) binary inflection
________ is a comprehensive examination of a marketing problem to understand its
origin and nature.
A) Problem definition
B) Problem correction
C) Hypotheses generation
D) Research directive
E) Problem audit
Which of the following is not one of the key qualifications of focus group moderators?
A) joviality
B) kindness with firmness
C) flexibility
D) sensitivity
A(n) ________ is a statistical experimental design used to measure the effects of two or
more independent variables at various levels and to allow for interactions between
variables.
A) multiple time series design
B) posttest-only control group design
C) factorial design
D) one-shot case study
E) interaction design
Which of the following provide information on individuals, organizations, and services?
A) bibliographic databases
B) numeric databases
C) directory databases
D) full-text databases
E) special-purpose databases
A(n) ________ is a structured technique for data collection that consists of a series of
questions, written or verbal, which a respondent answers.
A) questionnaire
B) observation
C) focus group
D) test market
E) time-series questions
The symbol for the sample standard deviation is ________.
A) p
B) n2
C) n
D) s2
E) s