The purpose of the oral presentation is to succinctly present the information and to
provide an opportunity for questions and discussion.
When a firm’s management has not defined the problem in terms of a decision to be
made, researchers should first undertake a situation analysis.
In the marketing research industry, full-service supplier firms have the ability to define
the problem, specify the research design, collect and analyze the data, and prepare the
final report as part of their service.
Surveys allow for large samples, which are suitable for tabulation and statistical
analysis.
A probability sample size can be a very tiny percent of the population size and still be
very accurate (have little sample error).
A memo of transmittal is used to release or deliver the document to an organization for
which you are not a regular employee.
A measure can be reliable but invalid.
The basic data analysis goal involved in all measures of variability is to report a single
piece of information that describes the most typical response to a question.
Pluralistic research is losing favor in the field of marketing research because of its
extensive and exclusive use of ‘soft” research methods.
A predictive model simply examines what has happened in the past and predicts the
future.
Which of the following data collection modes would be more appropriate for research
on a product requiring demonstration that is targeted to the business-to-business market
as opposed to the consumer market?
A) CATI
B) business-to-business surveying
C) in-office interview
D) drop-off survey
E) detailed online survey with graphics
Which of the following is NOT the type of marketing decision for which packaged
information is typically applied?
A) measuring consumer attitudes and opinions
B) market segmentation
C) monitoring media usage and promotion effectiveness
D) market tracking studies
E) All of the above are applications of packaged information.
The most popular type of self-administered survey is the:
A) group self-administered survey.
B) drop-off survey.
C) email survey.
D) mail survey.
E) anonymous survey.
________ is defined as situations in which a respondent gives an answer without
comprehending the question and/or the accompanying instructions.
A) Respondent falsehoods
B) Respondent guessing
C) Fatigue-related mistakes
D) Respondent misunderstanding
E) Nonresponse
Which of the following was NOT mentioned in the textbook as a limitation of
observational data?
A) Typically, only a small number of subjects are studied.
B) Recall error is maximized.
C) Subjective interpretation of results is required on the part of the researcher.
D) Underlying motives are left unexamined.
E) Underlying attitudes are left unexamined.
Research is conducted to determine which recipe of cookie mix is most preferred.
Cookie recipe “D” has the highest preference ratings among four cookie mixes tested.
This is:
A) a recommendation.
B) a conclusion.
C) information that should be included in the front matter.
D) a method.
E) a methodology.
When determining sample size, the conventional approach would NOT be:
A) an average of the sample sizes of similar studies.
B) the modal sample size of previous surveys.
C) 5 percent of the entire population.
D) the sample size of a competitor’s survey that the company somehow discovered.
E) the sample sizes normally reported in published reports.
If you wished to compute a Pearson product moment correlation coefficient using
SPSS, which command sequence would you use?
A) CORRELATE; PEARSON; GO
B) ANALYZE; CORRELATE; PEARSON
C) ANALYZE; CORRELATE; PEARSON; R
D) ANALYZE; CORRELATE; PEARSON; GO
E) ANALYZE; CORRELATE; BIVARIATE
A sample that has been determined by using a cost basis approach would be when:
A) the manager has discussed the statistical analysis with the research project director.
B) the manager has discussed the competitor’s marketing results with the research
project director.
C) the manager has discussed the previous marketing study with the research project
director.
D) the manager has discussed the budget with the research project director and they
have decided to spend “all they can afford” on the project.
E) none of the above
Which type of relationship is a ‘straight-line” relationship between two variables and for
which allows us to know the knowledge of one variable if we have knowledge of the
other?
A) causal relationship
B) linear relationship
C) monotonic relationship
D) nonmonotonic relationship
E) curvilinear relationship
An incentive may be used to encourage respondent participation. This means that the
respondent’s name is known by the researcher but will not be divulged to a third party,
namely the client:
A) respondent/client indemnity.
B) anonymity.
C) confidentiality.
D) “ghost respondent agreement.”
E) respondent protection.
When all other factors are held constant, as we increase the level of accuracy, the
sample size and the cost of a marketing research survey are best characterized by which
of the following?
A) The sample size will increase but the cost will decrease.
B) The sample size will decrease but the cost will increase.
C) The sample size and the cost of the survey will increase.
D) The sample size will remain the same but the cost will increase.
E) The sample size will decrease but the cost will remain the same.
Reasons for taking a sample instead of a census include:
A) cost.
B) inability of research firms to handle huge amounts of data generated by a census on
a large population.
C) There is no good reason; a census is preferred over a sample.
D) A and B
E) B and C
Experience surveys, case analyses, pilot studies and focus groups are methods of
conducting a(n):
A) problem definition analysis.
B) situation analysis.
C) market research study.
D) organization analysis.
E) research objective analysis.
Which type of research may begin with exploratory research and then go on to conduct
a full-scale, representative survey?
A) qualitative research
B) quantitative research
C) focus group research
D) quant/qual research
E) pluralistic research