Immediately in bivariate analysis, the researcher must find out whether or not a linear
relationship
exists in the population.
External supplier firms may be classified into the two categories of full-service and
field data service firms.
Generally speaking, the chi-square value is calculated by dividing the sum of the
squared differences between observed and expected frequencies by the expected
frequencies.
One of the uses of marketing research is to identify market opportunities; however, the
identification of problems is not a use of marketing research, but rather a use of the
firm’s internal auditing system.
Dirt Devil conducted a one-time survey of consumers and asked them about their
attitudes, preferences, and intentions regarding buying vacuum cleaners. This is an
example of a cross-sectional study.
One of the advantages of the person-administered survey is that the interviewer is able
to respond to questions asked by respondents.
All scale measures must have a middle, neutral response option.
VIF is an acronym for “Very InFrequent.”
When you have independent variables that are not significant in multiple regression
analysis, it is appropriate to take them out and rerun the regression. The new model is
referred to as a “trimmed” model.
In determining approaches to question organization on a questionnaire, the most
important guiding principle to keep in mind is how researchers will later be able to
analyze the questions.
We must use standardized beta weights to compare the size of beta weights in multiple
regression because the independent variables they represent are often measured with
different units.
A convenience sample may also be called an “exemplar sample.”
An unintentional interviewer error occurs whenever a data collection person willfully
violates the data collection requirements set forth by the researcher.
In-depth interviews are especially useful when the researcher wants to understand
decision making at the individual level and the respondent is not influenced by others,
as they may be in a focus group.
Charles Coolidge Parlin is the current president of the Marketing Research Association
and started the PRC certification program.
In the formula for bivariate regression analysis, the point where the line cuts the y axis
when x =0 is known as b, the beta.
“All that apply” questions are questions that:
A) ask respondents to pick more than one item from a list of possible responses.
B) allow respondents to respond in any way they wish.
C) ask respondents to apply ideas.
D) encourage respondents to find connections between concepts.
E) ask respondents to pick one item from a list of possible responses.
Which of the following residuals shows an exact prediction?
A) 0
B) +1.0
C) -25
D) +25
E) 100.0
Visuals that systematically present numerical data or words in columns and rows are
referred to as:
A) figures.
B) charts.
C) pictures.
D) tables.
E) diagrams.
What type of experimental validity is concerned with the extent that the relationship
observed between the independent and dependent variable during the experiment is
generalizable to the real world?
A) external validity
B) internal validity
C) extraneous validity
D) causal validity
E) confirmed validity
What type of research involves collecting, analyzing, and interpreting data by obtaining
free form, nonstandardized, or open-ended observations and statements of what people
do and say.
A) qualitative methods
B) quantitative methods
C) pluralistic methods
D) strategic research methods
E) survey research methods
The ________ identifies the distance between lowest value and the highest value in an
ordered set of values.
A) median
B) variance
C) standard deviation
D) sample size
E) range
________ occur whenever a data collection person willfully violates the data collection
requirements set forth by the researcher.
A) Unintentional fieldworker errors
B) Intentional respondent errors
C) Unintentional respondent errors
D) Intentional fieldworker errors
E) Instinctive respondent errors
Ray Kroc, a milk shake machine salesman, noticed that one restaurant in California
burned up many milk shake machines. He inferred that the restaurant was meeting the
needs of the market better than other restaurants. His observation illustrates the use of:
A) observational deduction.
B) exploratory research.
C) explanatory research.
D) causal research.
E) discontinuous panel research.
What are the two basic types of studies that are categorized as descriptive research?
A) focus groups and case analysis
B) longitudinal studies and case analysis
C) focus groups and cross-sectional studies
D) case analysis and experiments
E) longitudinal studies and cross-sectional studies
Which of the following was NOT discussed by the authors as stylistic devices or “tips”
to consider when writing the research report?
A) Prepare the appendix in a smaller font than that used for the report.
B) Begin paragraphs with topic sentences.
C) Use jargon sparingly.
D) Proofread, but not aloud; reading aloud takes away from the concentration necessary
to properly proofread.
E) Vary the length and structure of sentences and paragraphs.
The ________ indicates the degree of variation or diversity in the values in such a way
as to be translatable into a normal or bell-shaped curve distribution.
A) median
B) variance
C) standard deviation
D) sample size
E) range
Which of the following is the best definition of variability?
A) It is the amount of dispersion in a data set containing interval or nominal data.
B) It is the difference between scores in the present sample and scores in a previous
sample.
C) It is the amount of dissimilarity in ordinal data.
D) It is the amount of dissimilarity (or similarity) in respondents’ answers to a particular
question.
E) It is the amount of responses in one respondent’s answers to a particular survey
question.
The halo effect is best avoided by:
A) doing a couple of things wrong during the entire research project.
B) flipping favorable and unfavorable endpoints on different scale items.
C) flipping “bad” scales to the back of the survey to encourage a good response before
the respondents get to the bad questions.
D) using only percentage scales.
E) using only closed-ended questions.
Billy Neighbors decides to use a qualitative research technique called laddering. Which
of the following would best describe how laddering could be used by Billy’s Pork
processing company?
A) determining values important to consumers (i.e., good health); the routes consumers
take to achieve those values (i.e., exercise, eating good foods, rest); and which specific
product attributes (i.e., eat white meats) are used as a means of achieving the end
desired value (i.e., good health)
B) determining product attributes important to consumers (i.e., white meats); the routes
consumers take to achieve those attributes (i.e., shopping, reading ads, coupons); and
which specific product attributes (i.e., pork) are used as a means of achieving the end
desired value
C) determining bottom rung values important to consumers (i.e., food, shelter,
clothing); the routes consumers take to advance to higher rungs (i.e., education, job
search, skill training); and which specific product attributes (i.e., white meats) are used
as a means of achieving the highest rung (i.e., high self-esteem)
D) determining the step-by-step approach to determining the best method to advertise
the product (i.e., pork) as a healthy, nutritious food (i.e., white meat)
E) None of the above; there is no such qualitative technique.
Which of the following refers to a small group of people brought together and guided
by a moderator through an unstructured, spontaneous discussion about some topic?
A) observation group
B) focus groups
C) control group
D) experimental group
E) ethnographic group
________ are dry runs or dress rehearsals of the questionnaire with the supervisor or
some other interviewer playing the respondent’s part.
A) Leading the respondents
B) Orientation sessions
C) Validation checks
D) Role-playing sessions
E) Third-person techniques
A(n) ________ is a totally objective visual in terms of how information is presented in
the research report.
A) pie chart
B) ethical visual
C) 3-D figure
D) truncated graph
E) flow diagram