The general rule for recording answers to unstructured questions is to record the
responses verbatim.
A field environment is an artificial setting for experimentation in which the researcher
constructs the desired conditions.
According to the text, a pie chart is not useful for displaying relationships over time or
relationships among several variables.
Eta2 varies between -1 and 1.
The percentage of the total attempted interviews that are completed is referred to as
response rate.
Designs that do not control for extraneous factors by randomization are called true
experimental design.
Common examples of ordinal scales include educational levels and social security
numbers.
Causal research is very versatile and can be used at any point in a study.
As compared to the field, experimentation in social media offers the advantages of ease
of implementation and lower cost.
Regression analysis is a statistical procedure for analyzing associative relationships
between a metric dependent variable and one or more independent variables.
Passive peoplemeters allow entire shopping carts to be checked out in an instant using
tiny embedded chips in merchandise.
If the calculated value of the test statistic is smaller than the critical value of the test
statistic, the null hypothesis is rejected.
A mathematical distribution whose objective is to obtain a count of the number of
responses associated with different values of one variable as to express these counts in
percentage terms is called frequency distribution.
Extraneous variables represent alternative explanations of experimental results.
Research designed to assist the decision maker in determining, evaluating, and selecting
the best course of action in a given situation is called subjective research.
In ANOVA, a particular combination of factor levels or categories is called treatment
conditions.
According to the text, the marketing research problem is information-oriented.
According to the text, the measures of variability is a statistic that describes a location
within a data set.
An unproven statement or proposition about a factor or phenomenon that is of interest
to the researcher is called a theory.
The difference between the observed value of Y and the value predicted by the
regression equation is called the standard error.
An unproven statement or proposition about a factor or phenomenon that is of interest
to the researcher is called a hypothesis.
Whenever a new marketing research problem is addressed, qualitative research must be
preceded by appropriate quantitative research.
To evaluate interviewers on the quality of interviewing, the supervisor must directly
observe the interviewing process.
According to the text, category codes should be collectively exhaustive and mutually
exclusive.
When respondents are unable to articulate a response to a question, this usually
indicates they have no opinion on that topic.
According to the text, branching questions direct respondents to different places in the
questionnaire based on their response to the question at hand.
The tendency of the respondents to give answers that may not be accurate but that may
be desirable from a social standpoint is called social desirability.
According to the text, problem-solving research is typically used to assess the
environment and diagnose problems.
Random error affects the measurement in a constant way and represents stable factors
that affect the observed score in the same way each time the measurement is made.
A scale with an equal number of favorable and unfavorable categories is called a
balanced scale.
Multiple regression is a statistical technique that simultaneously develops a
mathematical relationship between two or more independent variables and an
interval-scaled dependent variable.
A probability sampling technique in which the sample is chosen by selecting a random
starting point and then picking everyith element in succession from the sampling frame
is called systematic sampling.
Treatment of missing responses poses problems, particularly if the proportion of
missing responses is between 5 percent and 10 percent.
According to the text, bibliographies are organized alphabetically by topic.
All of the following are mentioned in the text as circumstances in which respondents
are likely to refuse to answer a survey question EXCEPT:
A) they may feel there’s simply too much effort involved.
B) they may feel that the question serves no legitimate purpose.
C) they may feel that the information is too sensitive.
D) All of the selections represent a circumstance where respondents are likely to refuse
to answer a survey question.
E) B and C
All of the following are considered as elements in the economic environment EXCEPT:
A) public policies.
B) purchasing power.
C) discretionary income.
D) general economic conditions.
E) disposable income.
________ is the bias that arises when actual respondents differ from those who refuse to
participate in ways that affect the survey results.
A) Response bias
B) Nonresponse bias
C) Social desirability
D) Interviewer bias
E) Facsimile bias
To understand the interviewers’ problems, the supervisors should ________.
A) revise the questionnaire
B) do some interviewing
C) replace the interviewer
D) interview the interviewer
E) do secondary data analysis
Which of the following is NOT a disadvantage of electronic methods of data collection?
A) only simple questions can be asked
B) low sample control
C) low response rate
D) only moderate quantities of data can be obtained
E) low social desirability
All statistical techniques can be applied to ratio data.
All of the following are good examples of independent variables EXCEPT:
A) price levels.
B) package designs.
C) advertising themes.
D) sales.
E) C and D
All of the following are examples of some of the many Internet search services on the
Internet EXCEPT:
A) Lycos.
B) Yahoo!
C) Webcrawler.
D) Nielsen.
E) Google.
All of the following are examples of guides that a researcher should first consult when
proceeding with a marketing research project EXCEPT:
A) Business Information Sources.
B) Monthly Catalog of US Government Publications.
C) Encyclopedia of Business Information Sources.
D) A Guide to Consumer and Industrial Markets.
E) A and C
As a general guideline, a pie chart should not require more than ________ sections.
A) two
B) four
C) five
D) six
E) seven
In a short essay, discuss the differences between primary and secondary data. Include a
specific example of each to support your answer.
Which non-comparative scale is analyzed using profile analysis?
A) Likert scale
B) semantic differential scale
C) Stapel scale
D) all of the above
Field experiments feature which of the following?
A) Realistic environment
B) Low control
C) High external validity
D) A and C
E) A, B, and C
According to the text, accepting the ________ will lead to changes in opinions or
actions.
A) null hypothesis
B) alternative hypothesis
C) random hypothesis
D) standardized hypothesis
E) quid pro quo
________ involves only one categorical variable, or a single factor that defines the
different samples or groups.
A) Two-way analysis of variance
B) Parallel analysis of variance
C) One-way analysis of variance
D) Concurrent analysis of variance
E) Unitary analysis of variance
According to the text, the beta coefficient is also called the ________.
A) beta factor
B) beta variable
C) beta element
D) beta weight
E) beta carotene
Open-ended questions are most useful in ________ and as opening questions.
A) descriptive research
B) exploratory research
C) conclusive research
D) virtual research
E) confirmatory research
Which of the following types of scales are sometimes referred to as graphic rating
scales?
A) noncomparative scales
B) continuous rating scales
C) itemized rating scales
D) Likert scales
E) none of the above
Which of the following is NOT a weakness of simple random sampling?
A) difficult to construct sampling frame
B) expensive
C) lower precision producing samples with large standard errors
D) no assurance of representativeness
E) not easily understood
Which of the following general business sources of external secondary data provides a
path to other sources of secondary data contained in directories or published by
professional or trade associations?
A) guides
B) indexes and bibliographies
C) directories
D) nongovernmental statistical data
E) conditional data
A review of the questionnaires with the objective of increasing accuracy and precision
is called ________.
A) editing
B) coding
C) validating
D) pretesting
E) transcribing
All of the following are examples of business sources of external secondary data
EXCEPT:
A) guides.
B) directories.
C) indexes.
D) focus groups.
E) statistical data.
________ is a type of information obtained in a questionnaire that includes name,
address, e-mail address and phone number.
A) Basic information
B) Classification information
C) Problem-solving information
D) Identification information
E) Phone book information
Data collection, text coding and categorization, and text-mining and visualization are
unique aspects of data preparation in social media.
The ________ asks what information is needed and how it can best be obtained.
A) management decision problem
B) theoretical decision problem
C) hypothetical decision problem
D) research context problem
E) marketing research problem
All of the following are characteristics that describe a decision support system
EXCEPT:
A) can improve decision making by clarifying new data.
B) unstructured problems.
C) use of models.
D) adaptability.
E) both A and B
According to the text, fieldwork is the ________ in the marketing research process.
A) first step
B) second step
C) third step
D) fourth step
E) fifth step
When data are standardized, the intercept assumes a value of ________.
A) one
B) negative one
C) infinity
D) zero
E) positive one
All of the following are examples of topics typically addressed by problem-solving
research EXCEPT:
A) segmentation.
B) product.
C) promotion.
D) market share.
E) pricing.
________ assumes that the researcher has prior knowledge about the problem situation.
A) Exploratory research
B) Descriptive research
C) Objective research
D) Subjective research
E) Lead research
Michael Dell of Dell Computers wants his company to take market share from
Hewlett-Packard and Apple in the category of printers. As his marketing research
director, which of the following would NOT be part of the tasks involved in formulating
the marketing research problem to support Dell’s strategic initiative in selling printers?
A) qualitative research
B) interviews with experts
C) secondary data analysis
D) discussions with Michael Dell
E) composing the research design
The distribution of the values of a sample statistic computed for each possible sample
that could be drawn from the target population under a specified sampling plan is called
the ________.
A) confidence level
B) sampling distribution
C) normal distribution
D) standard deviation
E) standard values distribution
Exploratory research is used in all of the following cases EXCEPT:
A) selecting the course of action to take in a given situation.
B) when you must define the problem more precisely.
C) when you must identify relevant causes of action.
D) when you must gain additional insights before an approach can be developed.
________ is the error due to the particular sample selected being an imperfect
representation of the population of interest.
A) Nonsampling error
B) Random sampling error
C) Problem definition error
D) Hypothesis error
E) Precision error
An ANOVA technique in which there is only one factor is called ________.
A) one-way analysis of variance
B) two-way analysis of variance
C) parallel analysis of variance
D) concurrent analysis of variance
E) unitary analysis of variance