The following is an example of a(n) . Do
you think gun control legislation is a effective way to end the
senseless slaughter rampant in the inner cities?
Yes____ No____
a. double-barreled question
b. leading question
c. ambiguous question
d. implied alternative
e. fixed-alternative response
If s/he wanted to use the highest level of measurement possible, the researcher
measuring respondent age would most likely suggest using and a(n) scale.
a. an open-ended item; interval
b. an open-ended item; ratio
c. age range categories; ordinal
d. age range categories; interval e. an open-ended item; nominal
The location of each variable in the data array and the way in which it was coded is
contained in a
a. diary.
b. random file.
c. codebook.
d. focus group.
e. catalog.
Which of the following is TRUE?
a. A panel is a permanent or fixed sample of members from whom information is
obtained continuously or at intervals over a period of time.
b. Nielsen’s panels of households in which participants use a handheld scanner to record
every UPC-coded item they purchase is an example of an omnibus panel in which the
same variables are measured over time.
c. An omnibus panel is a fixed sample of individuals who are measured continuously
(or periodically) with respect to the same information, e.g. purchase diary.
d. A true longitudinal analysis can be performed on data from an omnibus panel.
e. All of the above statements are true.
The multiple R, also called the coefficient of determination, in multiple regression
ranges from 0.00 to +1.00 and represents the amount of the dependent variable
“explained” by the combined independent variables.
a. True
b. False
Jane Doe wants to administer a short survey on ‘student driving habits” to a
representative sample of students at the local university. She secured a list of students
from the student directory. She assigned each student a unique number and then used a
random number table to select her sample. Jane Doe is most likely using a
a. quota sample technique.
b. probability sampling technique.
c. cluster sample technique.
d. statistical inference.
e. judgment sampling technique.
In marketing research, a____________is
something that need information regardless of whether the organization
originally viewed the situation as a problem or an opportunity.
a. Situation
b. Study
c. Project
d. Plan
e. Problem
Population variance is
a. an unbiased estimator of sample variance.
b. equivalent to the standard error of the mean.
c. always unknown when using probability sampling.
d. a measure of the spread of values from their mean.
e. always known when using probability sampling.
An advantage that marketing researchers who work for producers possess after working
so closely with marketing intelligence is they often know more about than anyone else
in the company.
a. Customers
b. The industry
c. Competitors
d. All of the above
e. Both A and C.
Which of the following skills are needed as a senior-level marketing researcher?
a. Statistical
b. Financial
c. Planning
d. Verbal communication
e. All of the above are needed by senior-level marketing researchers.
Sometimes disguised observation is accomplished by having observers become part of
the shopping scene.
a. True
b. False
Coding transforms raw data into that may be____________.
a. secondary data, tabulated
b. symbols, manipulated
c. accessible form, automatically retrieved
d. tables, easily perceived
e. tables, analyzed for relationships between variables
Which of the following is NOT a common marketing research job title?
a. Interviewer
b. Senior Analyst
c. Market Research Director
d. Clerical Supervisor
e. Computer Operator
Item nonresponse refers to
a. deception on the part of a respondent.
b. respondent refusing to answer a question.
c. respondent incorrectly answering a question.
d. deception on the part of the researcher.
e. poor phrasing of a question.
Which of the following is NOT true about question sequencing?
a. The first few questions should be simple and interesting to respondents.
b. Narrow questions should be asked first and the questions should get progressively
broader.
c. Classification information should be asked last.
d. Target information, which deal with the topic of the study, should be asked first.
e. Questions on sensitive issues should be asked later.
The common problem with secondary data is that it is sometimes difficult (or
impossible) to judge their________________.
A method of data collection in which the situation of interest in watched and the
relevant facts, actions, or behaviors are recorded is called_______________.
Discuss three common uses of the information supplied by standardized marketing
information services.
If relatively little is known about the phenomenon to be investigated,___________is
often used to clarify the issues.
An error that arises during editing, coding, or data entry is called a(n)___________.