The correlation coefficient between two variables varies depending on their underlying
units of measurement.
According to the text, factorial designs are the most common statistical designs.
The researcher must make sure that management does not overly rely on the research
results or use them for unintended purposes, such as projecting them to unintended
populations.
A univariate hypothesis test using the t distribution, which is used when the standard
deviation is unknown and the sample size is small, is called the z-test.
The final data analysis plan should never differ from the preliminary plan for data
analysis.
Computer mapping is a product of Geographic Information Systems (GIS).
In paired comparison scaling, respondents allocate a constant sum of units, such as
points, dollars, or chips, among a set of alternatives according to some specified
criterion.
Case studies usually involve legal cases, and in this way they have come to be named
“case studies.”
Interviewing students, church groups, and members of social organizations are
examples of convenience sampling.
A motivational technique used when asking survey questions to induce the respondents
to enlarge on, clarify, or explain their answers and to help the respondents focus on the
specific content of the interview is called probing.
When estimating a population parameter by using a sample statistic, the precision level
is the desired size of the estimating interval.
Expectations about objectivity among bloggers and other social media users are lower.
Projective techniques are different from focus groups and depth interview techniques in
that projective techniques attempt to disguise the purpose of the research.
An itemized rating scale describes a measurement scale in which respondents rate the
objects by placing a mark at the appropriate position on a line that runs from one
extreme of the criterion variable to the other.
The Nielsen Page is the name of Nielsen’s blog.
Two samples that are not experimentally related are called dependent samples.
Perfect reliability implies perfect validity.
Focus groups are unstructured, direct, personal interviews in which a single respondent
is probed by a highly skilled interviewer to uncover underlying motivations, beliefs,
attitudes, and feelings on a topic.
Internal validity refers to whether the cause-and-effect relationships found in the
experiment remain the same when replicated in a larger population.
The static group is a two-group experimental design in which one of the groups acts as
a control group, the subjects are not assigned randomly, and measurement are made on
both groups following the treatment.
A limitation of social media in understanding consumer behavior is that we cannot
determine how consumers interact with each other over time.
Telephone, mail, personal and electronic interviewing are forms of interviewing in the
data collection stage of the research process.
External data is data that originates outside of the client organization.
When it is said that a report should be terse, it is meant that it should be as brief as
possible but not at the expense of completeness.
Syndicated services or sources can be classified based on the unit of measurement.
A t-test of sample variance may be performed if it is not known whether the two
populations have equal variance.
________ is particularly useful whenever research questions relate to describing a
market phenomenon, such as frequency of purchase, identifying relationships, or
making predictions.
A) Descriptive research
B) Exploratory research
C) Causal research
D) Subjective research
E) Identifying research
If the distribution is asymmetric, which measure of location is most appropriate if the
data is in a nominal scale? If it is in an ordinal scale? If it is in an interval or ratio scale?
A) mode, mode, median
B) median, median, median
C) median, mean, mode
D) mean, mode, median
E) mode, median, mean
In contrast to ________ research, the findings of ________ research can be treated as
conclusive and used to recommend a final course of action.
A) quantitative; qualitative
B) observational; qualitative
C) qualitative; quantitative
D) descriptive; observational
E) partial; total
Data originated by the researcher specifically to address the research problem are called
primary data.
________ is a formal examination and verification of product movement carried out by
examining physical records or analyzing inventory.
A) An audit
B) A panel
C) A survey
D) A focus group
E) A movement exam
A statement that some difference or effect is expected is called a(n) ________.
A) null hypothesis
B) alternative hypothesis
C) random hypothesis
D) standardized hypothesis
E) incidence of difference
According to the text, which of the following organizations was recognized as the
largest global research firm based on global research revenues?
A) IMS Health Inc.
B) Arbitron Inc.
C) Nielsen
D) Synovate
E) GfK SE
Limitations of e-mail surveys include all of the following EXCEPT:
A) Questionnaires cannot utilize programmed skip patterns, logic checks, or
randomization.
B) Skipping instructions (e.g., “If the answer to question 5 is yes, go to question 9”)
must appear explicitly, just as on paper.
C) There is inherent self-selection bias.
D) Some e-mail software products limit the length of the body of an e-mail message.
Which of the following is NOT a technique for executing data transcribing?
A) mark-sense forms
B) keypunching
C) optical scanning
D) CATI/CAPI/Internet
E) objective sort and entry
A type of research design that has as its primary objective the provision of insights into
and comprehension of the problem situation confronting the researcher is called
________.
A) conclusive research
B) descriptive research
C) causal research
D) exploratory research
E) insight research
According to the text, in survey research, the element is usually the ________.
A) questionnaire
B) interviewer
C) respondent
D) product
E) Metropolitan Statistical Area (MSA)
The null hypothesis in bivariate regression is ________.
A) Byx = Bxy = rxy
B) B = Covxy / sx
2
C) sx = xmean
D) a = xy
E) B1 = 0
Which of the following comparative scaling techniques is commonly used to measure
preferences among brands as well as among brand attributes?
A) rank order scaling
B) constant sum scaling
C) paired comparison scaling
D) semantic differential scaling
E) semantic meaning scaling
________ is an observational research strategy in which human observers record the
phenomenon being observed as it occurs.
A) Mechanical observation
B) Virtual observation
C) Personal observation
D) Perceptual observation
E) Simultaneous rigor
An important reason for client follow-up is to ________.
A) get paid
B) get face time
C) evaluate the client
D) research the research already done
E) discuss further research projects
________ is the most widely used scaling technique in marketing research.
A) Comparative scaling
B) Noncomparative scaling
C) Random scaling
D) Nonmetric scaling
E) Substantive scaling
Individuals, organizations, or other entities whose responses to independent variables or
treatments are being studied are called ________.
A) hypotheses
B) independent variables
C) test units
D) dependent variables
E) corollaries
Multivariate statistical techniques are concerned with the simultaneous relationships
among two or more phenomena.
A ranking scale in which numbers are assigned to objects to indicate the relative extent
to which some characteristic is possessed is called a(n) ________.
A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
E) random scale
To validate the study, the supervisors call ________ of the respondents to inquire
whether the field workers actually conducted the interviews.
A) 1 percent to 10 percent
B) 10 percent to 25 percent
C) 25 percent to 40 percent
D) 40 percent to 49 percent
E) 50 percent
An experimental design in which the test units are assigned randomly and the
experimental group is exposed to the treatment but the control group is not and no
pretest measure is taken is called the ________.
A) one-shot case study
B) random group
C) static group
D) manipulated treatment study
E) posttest-only control group design
External sources may be broadly classified as general business data, government data,
or syndicated data.
The reason sample size for online surveys generally exceeds that determined
statistically is because ________.
A) the population variance is larger online
B) the population variance is smaller online
C) federal regulations require larger samples online
D) statistics become less relevant online because statistical theory is weaker online
E) the marginal cost of collecting and analyzing larger sample is low
Which of the following business sources are helpful for identifying manufacturers
operating in your market, for compiling names and addresses of associations in your
sales territory, or for verifying names and addresses of prospective customers who carry
a specific job title?
A) guides
B) indexes and bibliographies
C) directories
D) nongovernmental statistical data
E) census data
A frequency distribution ________.
A) helps identify the presence of outliers
B) indicates the shape of the empirical distribution of the variable
C) contains the same information as the margins of a contingency table
D) A and B
E) A, B and C
Which of the following refers to the improper assignment of test units to treatment
conditions?
A) randomization
B) matching
C) overcontrolling
D) statistical regression
E) selection bias
According to the text, ________ is a central component of the environment.
A) economic behavior
B) organizational behavior
C) ethical behavior
D) stock price of the publicly held company in question
E) buyer behavior
Advantages of online focus groups include all of the following EXCEPT:
A) geographic distance is overcome for respondents.
B) client can observe from home or office.
C) respondents can be re-contacted easier.
D) people are less inhibited in their responses.
E) costs are equivalent to traditional focus groups.
Household purchases are recorded through electronic scanners in supermarkets for
which of the following syndicated services?
A) surveys
B) media panels
C) scanner volume-tracking data
D) audit services
E) sales tax monitoring
The ________ of a sample is the middle value when the data are arranged in ascending
or descending rank order.
A) median
B) mean
C) mode
D) maxima
E) trend