Which is an independent variable in a study where Tractor Supply, a retailer of garden
and farming equipment, increases the price of its most popular lawn tractor by $5 every
month for three months and sees its effect on market share in the Dallas metropolitan
area?
a. The variable being manipulated by the researcher to cause the change.
b. $5 increase in retail price every month for three months.
c. The variable affected by the change.
d. Both a and b are correct.
e. Changes on market share after 3 months.
Which of the following statements concerning confidence intervals is FALSE?
a. A confidence interval can be inferred when a probabilistic sample is drawn.
b. A confidence interval is produced by calculating the degree of nonsampling error for
the particular statistic.
c. Precision can be increased by increasing sample size or decreasing the confidence
level.
d. A narrower confidence interval can be obtained by increasing the sample size.
e. A narrower confidence interval can be obtained by decreasing the degree of
confidence desired.
Which of the following is FALSE?
a. People meters attempt to measure the channels to which a television set is tuned and
who is watching the television set.
b. Radio listening statistics are typically obtained through the use of diaries.
c. It is difficult to count the number of times that a website or web banner ad has been
accessed.
d. Both a and b.
e. a, b, and c.
There is nothing wrong with the following question: “Do you favor or disapprove of
increased military spending next year, which, as you know, can protect our interests
abroad and help us fight the war on terrorism.”
a. True
b. False
Which of the following is TRUE?
a. A conclusion is an opinion of what future action should be taken.
b. In general, it is not desirable for the researcher to draw conclusions in the written
report. Rather they should limit their reports to presentations of the facts and should let
the reader draw his or her own inferences from this presentation.
c. If a report is to be read by one familiar with the research topic, an introduction is
unnecessary.
d. As a general rule, the research report with a wide distribution will require a more
extensive introduction than a report for a narrow audience since a major purpose of the
introduction is to provide the background information the reader needs to appreciate the
discussion in the body of the report.
e. In general, the amount of detail contained in the research report should be inversely
proportional to the amount of direct control the user can exercise over the areas under
discussion.
The potential problem in any project for which data is not collected from ALL
respondents selected for the sample is
a. nonresponse error.
b. overcoverage error.
c. response error.
d. sampling error.
e. office error.
Which of the following is TRUE?
a. Secondary data is always available.
b. You should only resort to secondary data if primary data is unavailable.
c. Primary data collection saves time and money.
d. Some types of marketing research rely almost exclusively on secondary data.
e. Any needed secondary data can be found on the internet.
The respondent’s cooperation will NOT be encouraged by
a. selling the respondent on the value of the research.
b. choosing an appropriate interviewer.
c. training the interviewer properly.
d. guaranteeing that the replies will be confidential.
e. asking sensitive questions.
Which of the following is TRUE?
a. An advantage of scales is that a great deal of information can be secured from the
respondent in a short period of time.
b. Item nonresponse is the group of respondents who refuse to participate in the survey
being conducted.
c. Once a good set of questions has been developed, it is of little consequence as to the
order they are asked on the questionnaire.
d. Both a and b.
e. a, b, and c.
Which of the following is FALSE with respect to the coding of open-ended questions?
a. The use of several coders can lead to inconsistent treatment of answers.
b. Open-ended questions are generally more difficult to code than closed-ended
questions.
c. The coder must determine categories on the basis of answers that are not always
anticipated.
d. Coding open-ended questions is typically less expensive than coding closed-ended
questions.
e. When the task requires multiple coders, each coder should be assigned parts of the
questionnaire for all questionnaires rather than a subset of the questionnaires.
What conclusion(s) can you make from the following cross tabulation?
a. Having more children increases the divorce rate.
b. Getting divorced makes a couple have more children.
c. The more children a person has the more likely s/he is to be divorced. d. All of the
above can be correctly concluded from the cross-tabulation. e. None of the above can
be concluded from the cross-tabulation.
Control-oriented marketing research focuses on the short or long term decisions that the
firm must make with respect to the elements of the marketing mix.
a. True
b. False
What is the primary difference between a Marketing Information System (MIS) and a
Decisions Support System
(DSS)?
a. Ease of use.
b. Cost of implementation.
c. A DSS uses software that allows managers to more fully utilize available information
to assist in making decisions.
d. The ability to produce standardized reports.
e. Access to information in a corporate database.
A person’s ideas, convictions, or liking with respect to a particular object or idea are
a. Wants.
b. Attitudes.
c. Motives.
d. Needs.
e. Intentions.
As it stands today, achieving a complete, single-source data system would:
a. Require augmenting secondary data on things like media exposure and purchase
behavior.
b. Combine the above with primary data on consumer knowledge, attitudes,
motivations, information search, post-purchase reaction, etc.
c. Be cost prohibitive to collect, even if relevant data could be identified.
d. All of the above are correct
e. A and B