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A derived population refers to
a. estimates of population parameters derived from nonprobability sampling plans.
b. the best samples that can be drawn from a population using multiple sampling
schemes.
c. the sample drawn from the parent population using a simple random sampling plan.
d. a division of the parent population made to reduce the parent population to
manageable size.
e. all the possible samples that can be drawn from the parent population using a given
sampling plan.
In general, it is ideal to capture the needed data using as few questions as possible.
a. True
b. False
Which of the following is FALSE?
a. The research report is the end product of the research process.
b. The fundamental criterion by which research reports are evaluated is communication
with the reader.
c. The report reader is the only reason to prepare a research report.
d. The intended use of the research report does not affect the content of the report.
e. The research report criteria of completeness, accuracy, clarity, and conciseness are
related.
An advantage of area samples is that the people who live in the same area often share
many characteristics.
a. True
b. False
There is likely to be relevant external secondary data on almost any problem a marketer
might confront.
a. True
b. False
Which of the following marketing decisions can be safely made without the benefit of
marketing research?
a. Changing the price of a best-selling product.
b. Entering a new market.
c. Determining which features should be included in a new product.
d. Determining how much product to manufacture based on forecasted demand.
e. All of the decisions above are ideally made with supporting market research.
A small fraction of marketing research is conducted to track changes in consumer
preferences.
a. True
b. False
Observation forms are generally easier to construct because
a. they need not follow a logical pattern.
b. they rely on observer judgment to determine response categories.
c. response categories need not be exhaustive.
d. the question and the way it is asked will not influence the respondent's actions.
e. response categories need not be multichotomous in nature.
Noncoverage error arises because of a failure to include some part of the defined
population in the sampling frame.
a. True
b. False
Which of the following statements is NOT true of fixed-alternative questions?
a. Everyone receives the same questions.
b. The questions are open-ended.
c. They are commonly used to collect primary data.
d. Everyone responds by choosing from among the same set of possible answers.
e. All of the above are true.
Media exposure measured by unobtrusive mechanical processes is incredibly
inaccurate.
a. True
b. False
What system relies most on the production of preformatted reports?
a. Decision Support Systems
b. Marketing Information System
c. Research project
d. Intelligence gathering system
e. Marketing analysis system
Structure refers to how much variation is used with the data collection instrument.
a. True
b. False
In descriptive research, most of the items included in a questionnaire are likely to be
open-ended.
a. True
b. False
