A demographic question such as, “About how many times did you buy fast-food for
lunch last week?” should have the median as the appropriate central tendency measure
for its responses.
The before-after with control group design is a quasi-experimental design.
Confidentiality occurs when the interviewer phrases his or her question in terms of a
third person who is similar to the respondent.
Very few of the largest firms (sales volumes in excess of $500 million) have their own
marketing research departments, but they usually have at least one person responsible
for conducting marketing research.
Although sugging is considered unethical, it is not illegal.
________ is defined as the process of describing a dataset by computing a small
number of statistics that characterize various aspects of the data.
A) Data normalization
B) Data mining
C) Data analysis
D) Data coding
E) Data collection
Which of the following is most true about research designs?
A) They follow one another in a step-by-step fashion.
B) It may be that only exploitive research design is appropriate for a given project.
C) Exploitive designs must always follow competitive designs.
D) All designs should include at least some exhaustive research.
E) None of the above is true.
If we were to graph two variables, let’s say, height (in inches) and GPA, and the graph
showed points scattered about in a formless shape, we could say there is:
A) likely no significant relationship between height and GPA.
B) likely a positive relationship between height and GPA.
C) likely a negative relationship between height and GPA.
D) a need to re-graph the data.
E) likely a curvilinear relationship between height and GPA.
Which of the following best illustrates the use of marketing research to monitor
marketing performance?
A) marketing research managers closely overseeing the work of subordinates in the
marketing research department
B) comparing the return on investment of firms using marketing research to those
which are not using marketing research
C) tracking variables that monitor how well products are performing in the marketplace
D) providing mobile online tools for marketing researchers practicing in the field
E) setting up a consumer complaints system
A form of external, secondary data that is collected in a standard format and made
available to subscribers is:
A) published data.
B) syndicated data.
C) trade association publications.
D) business periodicals.
E) syndicated services data.
An experiment is defined as:
A) something men and/or women in white coats do.
B) manipulating an independent variable to see how it affects a dependent variable,
while also controlling for the effects of additional complex variables.
C) manipulating a dependent variable to see how it affects an independent variable,
while also controlling for the effects of additional complex variables.
D) holding all variables constant to observe any effects of one variable over another
over time.
E) manipulating an independent variable to see how it affects a dependent variable,
while also controlling for the effects of additional extraneous variables.
One of the implications of the service-dominant logic for marketing philosophy is that:
A) to practice marketing well in today’s environment requires access to more and better
information than in the past.
B) third world countries specializing in services will have an advantage in the
marketplace in upcoming years.
C) more firms should try to create short-term customer relationships to quickly increase
profitability.
D) less information will be required for decision makers in the future.
E) because of social media, less collaboration with customers is required for decision
making.
Full-service supplier firms:
A) take over customer firms.
B) are known as companies that excel in providing customer service.
C) have the ability to conduct the entire marketing research project.
D) are always internal supplier firms.
E) provide services at a reduced cost due to economies of scale.
Questionnaire organization has the potential to:
A) affect the quality of the information gathered.
B) motivate respondents to be conscientious.
C) discourage respondents.
D) cause respondents to stop answering questions.
E) all of the above
Which of the following are caveats of correlation?
A) Its use is limited to metric variables (interval or ratio scaled).
B) It examines the relationship between only two variables.
C) Do not assume cause and effect.
D) It is limited to linear relationships.
E) all of the above