When using the time order of occurrence of variables as evidence of a causal
relationship between two variables
a. it is possible for each term in the relationship to be both a “cause” and an effect of the
other term.
b. the occurrence of a causal factor must follow the occurrence of the event.
c. it is fairly easy for the researcher to understand the time sequence governing a
phenomenon.
d. an effect can be produced by an event that occurs after the effect has taken place.
e. a relationship between the two variables can be proved.
A research report is NOT
a. clear if it provides all the information the readers need in a language they understand.
b. incomplete only when it is too brief.
c. determined by the reader’s interest and abilities.
d. capable of generating inaccuracies due to inept phrasing, illogical reasoning, and
mishandling of the data.
e. hard to tailor to a group of executives.
The major emphasis in exploratory research is on
a. determining the frequency with which something occurs.
b determining cause’‘and’‘effect relationships.
c. the relationship between two variables.
d. the discovery of ideas and insights.
e. all of the above are emphasized in exploratory research.
Which of the following describes the “recognition method” used to assess a particular
ad’s effectiveness? A respondent is
a. shown slides and asked if he or she remembers them.
b. given an open’‘ended questionnaire.
c. given a self’‘administered questionnaire.
d. given a self’‘administered questionnaire with pictures.
e. asked whether he or she has read each ad as he/she pages through an open magazine.
Which of the following is NOT an advantage of the communication method in
comparison to the observation method of data collection?
a. accuracy
b. cost
c. speed
d. versatility
e. they are all advantages of the communication method.
The sampling distribution of a statistic refers to
a. the distribution of all possible sample values of the statistic that could be drawn from
the parent population under the specified sampling plan.
b. the distribution of the variable in the parent population.
c. the distribution of the variable in a particular sample.
d. the spread of the variable in the parent population.
e. the unbiased nature of most sample statistics.
In a controlled test market all of the following are true, EXCEPT
a. the product is distributed through normal distribution channels.
b. the test is conducted by a service agency external to the firm.
c. the test market service pays retailers for shelf space.
d. the test market service coordinates the trade promotion program.
e. the product is guaranteed distribution.
Which of the following is the most effective method to decrease respondent refusals in
a mail study according to the empirical evidence?
a. provide return postage
b. specify a deadline
c. guarantee anonymity
d. offer an incentive
e. offer to provide survey results
NFO Research is not a true source of secondary data because
a. the data collected are specifically designed to meet the client’s needs.
b. the respondents are not compensated.
c. NFO collects the information from another source.
d. it collects its data from a secondary source, so it is tertiary data.
e. none of the above.
Which of the following is TRUE?
a. In an experiment it is safe to assume that the people who did not respond were equal
to the people who did.
b. The ability to control who will be exposed to the treatment variable is a feature that
distinguishes true experiments from quasi-experiments.
c. True experimental designs eliminate all doubts in interpreting the results of the
research.
d. b and c.
e. They are all false.
The extraneous variable, instrument variation
a. does not result from variation in administration of the interview.
b. can be acute when there are multiple observers or interviewers.
c. is not attributed to the way with which the interviewer handles the assignment.
d. does not occur if a minor modification is made, such as a slight change in the
wording of a specific question so as to make it more understandable without changing
its meaning.
e. does not occur with interviews conducted by the same interviewer.
Which of the following is TRUE?
a. The decision maker does not need to understand what marketing research can and
cannot accomplish.
b. Many managers cannot clearly and precisely state the nature of the decision problem
they want investigated.
c. Managers do not need to be actively involved in the marketing research process.
d. If a decision maker will not change his decision regardless of the result of the
research, the research should still be conducted for informational purposes.
e. A researcher should not worry about the decision alternatives as decision makers
typically will provide researchers with a complete list of them.
Samples are often used to infer something about a population rather than canvassing the
population itself because
a. they are typically cheaper than complete counts.
b. they are typically faster than complete counts.
c. they are typically more accurate than complete counts.
d. a and b.
e. a, b, and c.
The four’‘group’‘six’‘study design involves four groups divided into
a. one control group and three experimental groups.
b. three control groups and one experimental group.
c. four experimental groups.
d. two control groups and two experimental groups.
e. none of the above.
Which is not an appropriate application of cluster analysis?
a. grouping customers according to product benefits
b. determining the underlying dimensions of customer satisfaction
c. sorting household demand patterns into similar shapes
d. determining spheres of opinion leadership
e. assessing the similarity of world markets
When using a quota sample, interviewers typically underselect the
a. high-income class.
b. middle-income class.
c. low-income class.
d. high- and low-income classes
e. Interviewers do not underselect any class in a quota sample.