Which of the following is NOT an example of internal secondary data?
a. Customer inquiries
b. Customer complaints
c. U.S. Department of Commerce reports
d. Sales invoices
e. Product registration card data
Which type of research is typically carried out by means of a survey?
a. Descriptive
b. Causal
c. Exploratory
d. Experimental
e. Cause-and-effect
Which of the following statements about measuring intentions is NOT true?
a. Consumers usually aren’t very accurate about what they’ll do in the future.
b. The problem is getting answers that have meaning in them.
c. It is more difficult to measure purchase intentions for new-to-the-world products.
d. The problem is getting people to answer questions about their intentions.
e. There is often a big difference between what people say they are going to do and
what they actually do.
Which of the following is(are) useful in deciding what information will be sought in the
development of a questionnaire?
a. Randomized response model
b. “Dummy tables” used to structure data analysis
c. The hypotheses
d. Both a and b above.
e. Both b and c above.
Solid marketing research is becoming increasingly important as the world moves to
a_________________-.
a. Single monetary system.
b. Global economy.
c. Free market system of trade.
d. More regulated business environment.
e. All of the above.
Which of the following is NOT an advantage of voice-pitch analysis over other
physiological reaction measurement techniques?
a. Measures the direction of the subject’s feeling. b. Relatively less time consuming to
use.
c. Requires sophisticated computer equipment. d. Relatively less expensive to use.
e. Does not require physical connection to the subject.
Which of the following is an example of the observation method of collecting primary
data?
a. Administering a questionnaire to shoppers in a supermarket.
b. Recording the amount of time a shopper stops in front of a point-of-purchase display.
c. Asking shoppers which brand they noticed first in a shelf display.
d. Conducting a telephone survey to determine which brands of detergent are purchased
by mothers with young children.
e. Using a tape recorder to gather shopper impressions of a new store layout design.
Globex Corporation has been receiving an unusually high number of negative customer
comments on its Facebook page. From this, management realizes some sort of customer
satisfaction problem exists, but otherwise knows little about the dissatisfaction problem.
What kind of research should Globex initially conduct in an effort to address the
problem?
a. Secondary research.
b. Exploratory research.
c. Primary research.
d. Product research.
e. Customer research
Best Foods Corporation hired an outside marketing research firm for conducting a test
market for its new Spaghetti sauce. The research firm guaranteed distribution of the
sauce through several retail formats (e.g., supermarkets, warehouse clubs, convenient
stores, etc.) throughout the US. This type of test market is called a(n)
a. electronic test market.
b. controlled test market.
c. standard test market.
d. simulated test market.
e. None of the above.
A well-stated decision problem:
a. Takes the manager’s perspective.
b. Is as simple as possible.
c. Takes the form of a question.
d. All of the above are correct.
e. A and C are correct.
Nonsampling error includes all of the following EXCEPT
a. Noncoverage error.
b. Office error.
c. Response error.
d. Quota error.
e. Nonresponse error.
In ANOVA, a variables. a. cross tabulation
b.scatter diagram allows a researcher to examine simultaneously the effects of two or
more independent
c. correlation coefficient
d. factorial design
e. coefficient of determination
Nonsampling errors are
a. random.
b. non-random.
c. tend to bias sample statistics.
d. Both b and c.
e. a, b, and c.
Which of the following is NOT an example of a nonsampling error?
a. Using a telephone directory as a sampling frame.
b. Choosing a quota sample by strictly adhering to the response instructions.
c. Using a city map purchased in a gas station as the sampling frame.
d. Using state car title records as a sampling frame.
e. All of the above are examples of non-sampling errors.