An explicit specification of a set of variables and their interrelationships designed to
represent some real system or process in whole or in part is called a(n) ________.
A) analytical model
B) theory
C) hypothesis
D) objective
E) broad-based research
Cartoon characters are shown in a specific situation related to the problem in which of
the following projective techniques?
A) word association
B) sentence completion
C) story completion
D) motivation elicitation
E) cartoon tests
Data mining is marketing that involves using powerful computers with advanced
statistical and other software to analyze large databases to discover hidden patterns in
the data.
An experiment was conducted to test the effects of coupon value on redemption.
Personal interviews were conducted in New York with 280 shoppers who were entering
a supermarket. These shoppers were given a coupon for one of four brands prior to
entering the store. Two coupon values were used, one offering 15-cents off and the
other 50-cents off. Shoppers were randomly assigned to these two coupon-value levels.
Four brandsTide detergent, Kellogg’s corn flakes, Aim toothpaste, and Joy liquid
dishwashing detergent were used. These same shoppers were re-interviewed upon
leaving the store and asked to report on any coupons used in the store. What extraneous
variable most likely will influence the results of this experiment?
A) maturation
B) mortality
C) statistical regression
D) history
E) testing effects
The ________ is a statistic that assumes that the variable has a symmetric bell-shaped
distribution and the mean is known, and the population variance is estimated from the
sample.
A) a statistic
B) p statistic
C) t statistic
D) z statistic
E) bell statistic
Which of the following are advantages to publishing marketing research reports on the
Web?
A) These reports can include all kinds of multimedia presentations.
B) The dissemination is immediate.
C) Reports can be searched electronically to identify materials of interest.
D) A and C only
E) A, B, and C
A structured questionnaire is given to a sample of a population and is designed to elicit
specific information from respondents when using the ________.
A) focus group method
B) exploratory method
C) survey method
D) sampling method
E) motivation elicitation technique
If a neutral or indifferent scale response is possible for at least some of the respondents,
________.
A) an even number of categories should be used
B) an odd number of categories should be used
C) only one category should be used
D) the number of categories used is unimportant
E) B and C
Which of the following interviewer characteristics is described as “has a natural affinity
for telephone research-enjoys collecting opinions via the telephone”?
A) pride
B) third ear
C) aptitude
D) ability to woo
E) work orientation
________ are the most important qualitative research procedures.
A) Focus groups
B) Depth interviews
C) Projective techniques
D) Association techniques
The ________ is a projective technique in which the respondent is shown a picture and
asked to tell a story describing it.
A) association technique
B) picture response technique
C) construction technique
D) expressive technique
E) evaluation technique
________ are visual and pictorially represent the theory.
A) Graphical models
B) Mathematical models
C) Verbal models
D) Technological models
E) Cartoons
________ refers to an extraneous variable attributable to changes in the test units
themselves that occur with the passage of time.
A) Mortality
B) Interactive testing effect
C) Maturation
D) Main testing effect
________ refers to whether the manipulation of the independent variables or treatments
actually caused the observed effects on the dependent variables.
A) Internal validity
B) Extraneous validity
C) External validity
D) Control validity
E) Corollary group
The distinctive models of living of a society or some of its segments refers to
________.
A) geo-demographics
B) lifestyles
C) psychometrics
D) demographics
E) usage segments
The main purpose of ________ is to gain insights on issues of interest to the researcher
by listening to a group of people from the appropriate target market.
A) a depth interview
B) a quantitative survey
C) an experiment
D) a moderator group
E) a focus group
According to the text, surveys are used primarily for all of the following purposes
EXCEPT:
A) market segmentation.
B) advertising theme and selection.
C) advertising effectiveness.
D) in-depth interviews
E) all of the above
Low sample control and low response rates are disadvantages of using electronic
interviewing to collect research data.
A(n) ________ is a subgroup of the elements of the population selected for
participation in the study.
A) census
B) element
C) incident
D) sample
E) segment
The number of interviews that must be completed is the ________.
A) incidence rate
B) initial sample size
C) completion rate
D) final sample size
Unbiased evidence that is supported by empirical findings is called ________.
A) objective evidence
B) sound evidence
C) legal evidence
D) subjective evidence
E) research data
A major disadvantage of constant sum scaling is that ________.
A) it is limited to large discriminations among alternatives
B) it takes too much time to collect
C) it has no absolute zero point
D) it cannot be considered an ordinal scale
E) respondents may allocate more or fewer units than those specified
According to the text, the constant sum should be considered a(n) ________.
A) ordinal scale
B) ratio scale
C) interval scale
D) nominal scale
E) random scale
All of the following are tasks a researcher must perform in formulating a research
design EXCEPT:
A) specify the information needed.
B) determine how to make the research design error free.
C) specify the measurement and scaling procedures.
D) determine the sampling process and sample size.
E) develop a plan of analysis.
Assigning missing values to unsatisfactory responses may be desirable in all of the
following situations EXCEPT:
A) if the number of responses is small.
B) if the proportion of unsatisfactory responses for each of these respondents is small.
C) if the variables with unsatisfactory responses are not key variables.
D) A and C
E) All of the mentioned situations (A, B and C) qualify for the assignment of missing
values when unsatisfactory responses are discovered on a questionnaire.
________ are refined statements of the specific components of the problem.
A) Research questions
B) Theories
C) Hypotheses
D) Experiments
E) Scientific information
Which of the following is NOT one of the five basic questions that is addressed in the
sample design phase?
A) “Should a sample be taken?”
B) “What kind of sample should be taken?”
C) “How much should the sample cost?”
D) “How large should the sample be?”
E) “What process should be followed?”
Focus groups represent the main method by which syndicated services collect data.
All of the following are important components of a decision support system EXCEPT:
A) hardware and a communication network.
B) model base.
C) software base.
D) data entry procedures.
E) DSS user.
A nonprobability sampling technique in which an initial group of respondents is
selected randomly and subsequent respondents are selected based on the referrals or
information provided by the initial respondents is called ________.
A) quota sampling
B) snowball sampling
C) stratified sampling
D) cluster sampling
E) respondent sampling