Syndicated data services companies provide customized information and services to
individual clients.
Telephone surveys, although yielding high-quality samples, do not have fast turnaround
times. This is why they are rarely used for political polling.
Mail surveys suffer from low response rates.
Coffee orders at a restaurant are present at breakfast and soft drink orders are present at
lunch. This is an example of a monotonic relationship.
One of the advantages of surveys is that they can tap the “unseen” – motives, interests,
attitudes, and intentions.
The Honomichl Global Top 25 is an annual listing of marketing research firms ordered
in terms of revenue generated ONLY in the United States.
An online report writing tool is provided by the text’s authors because report
preparation is so critical to the marketing researcher.
The key to establishing a nonmonotonic relationship between two variables is
determining if one is present (or absent) when the other is present (or absent).
A pretest refers to measuring the dependent variable prior to changing the independent
variable.
Key factors influencing the choice of a survey data collection method include the
researchers’ time and budget.
PRC, Professional Researcher Certification, is a designation that indicates the
achievement of a minimal standard of performance.
In a personal interview, the objective of the introduction should be to maximize the
chance of eliciting the respondents’ cooperation to take part in the survey.
Experimental designs provide procedures for devising an experimental setting, such that
a change in a dependent variable may be attributed solely to the change in the
independent variable.
Item omission is the phrase sometimes used to identify the percentage of the sample
that did not answer a particular question.
Independent variables are those which the experimenter has some control; in other
words, independent variables may be manipulated by the experimenter.
________ is defined as the identification of code values that are associated with the
possible responses for each question on the questionnaire.
A) Data identification
B) Data analysis
C) Data collection
D) Data response
E) Data coding
A researcher for Lipton tea is interested in learning how teenagers think of iced tea, and
she gives a sample of teens the following incomplete sentence: “Teens who drink tea
instead of cola are…” and asks them to finish the sentence. This is an example of a(n):
A) in-depth interview.
B) “Picture This, Picture That” exercise.
C) word differences test.
D) sentence completion test.
E) “Sort Me Up.”
Let’s assume we use SPSS to run a correlation analysis, and we get a Pearson
correlation coefficient of .941 and a Sig. value of .000. These figures mean:
A) there is 94.1 percent probability for supporting the null hypothesis.
B) there is little or no probability for supporting the null hypothesis.
C) there is little or no probability for supporting the null hypothesis, and there is a
strong association.
D) there is little or no probability for supporting the null hypothesis, and there is a
strong, positive association.
E) that more information is needed.
Which one of the following was NOT mentioned in the textbook as an advantage of
focus groups?
A) They generate fresh ideas.
B) Hidden cameras record hidden motives.
C) They allow clients to observe the group.
D) They are generally versatile in that they can handle an unlimited number of topics.
E) They allow access to special respondent groups such as lawyers or doctors.
Which of the following mechanisms is commonly used by professional field
data-collection companies in minimizing unintentional fieldworker errors?
A) maintaining confidentiality
B) reward programs
C) monetary incentives
D) selection and training
E) third-person technique
Which of these items provides an overview, or ‘skeleton,” of the research report
including conclusions and recommendations?
A) table of contents
B) title page
C) appendix
D) executive summary
E) synopsis
In the textbook you were given an example of running a chi-square test using SPSS.
The output shows a “Pearson Chi-Square” value of 23.272, df = 7 and the Asymp. Sig.
= .002. This means:
A) there is a significant association.
B) there is no significant association.
C) the difference is associative.
D) the test was run incorrectly.
E) none of the above
The most significant demographic group for decades has been the baby-boomer
population, defined as:
A) those born between the years 1928 and 1945.
B) those born between the years 1946 and 1964.
C) those born between the years 1965 and 1979.
D) those born between the years 1977 and 1994.
E) none of the above
________ analysis is used by marketing researchers to describe the sample dataset in
such a way as to portray the typical respondent and to reveal the general pattern of
responses.
A) Differences
B) Association
C) Predictive
D) Inference
E) Descriptive
In terms of the evolution of the marketing research industry, what was the significance
of the era which ranged from about 1940 to 1960?
A) Questionnaires were put into use providing marketing researchers with a method of
gathering new information from customers, dealers, and competitors.
B) Finally, marketing research became fully accepted; formal recognition of the
marketing research function led to the creation of marketing research departments.
C) High-tech products such as CARDs, CATIs, SPSS, and DBMs developed.
D) Focus groups, statistical analysis, and the computer became part of the marketing
researchers’ tool kit, greatly aiding them in their research efforts.
E) none of the above
Typically, mail surveys attain response rates of:
A) about 50 percent
B) more than 80 percent
C) between 30 and 40 percent
D) less than 20 percent
E) around 75 percent
Which is the best interpretation of question bias?
A) the ability of a question’s wording or format to influence respondents’ answers
B) the ability of a question’s wording to change a research project’s objectives
C) questions being developed that have neither neutral nor positive positions
D) when a respondent is biased against a particular question
E) when a respondent is biased against a certain type of scale
Which of the following is NOT included in the introduction part of the questionnaire?
A) identification of the sponsor/researcher
B) the purpose of the survey
C) explanation of how the respondent was selected
D) demographic questions
E) request for participation