Information control refers to resource issues such as the time and monetary costs of
different data collection methods.
a. True
b. False
The marketing team at Hudsucker Industries wants to determine which of two prices on
a new version of a product will produce greatest revenues. What kind of research
should it use to determine this?
a. Descriptive
b. Causal
c. Market
d. Competitive
e. Exploratory
Which of the following leads to response bias?
a. Errors in asking questions
b. Errors in recording answers
c. Errors in probing when additional information is required
d. Errors due to cheating
e. All of the above.
Which of the following is TRUE?
a. There are more standardized marketing information services available to the
consumer goods manufacturer than to the industrial goods manufacturer.
b. The Dun & Bradstreet global commercial database is popular among industrial goods
and service suppliers.
c. Census Bureau material has proven to be very useful in targeting groups of
customers.
d. Geodemographers are companies that typically combine census data with other
sources of data to produce customized reports for clients.
e. All of the above statements are all true.
The sources of Big Data are not highly variable.
a. True
b. False
A question that asks “How much you would be willing to pay in annual premium for a
$100,000 home insurance policy” in the following way would be scaled as a(n) Check
appropriate category
____< $25 per month
____$26 to $40 month
____$41 to $55 month
____> $55 per month
a. nominal scale.
b. ordinal scale.
c. interval scale.
d. ratio scale.
e. Likert scale.
The manager of New England Patriots conducted a large survey. He wanted to know if
there was an association between fans being ‘season ticket holders” vs. “non-season
ticket holders” and whether they “bought” vs. “didn’t buy” team merchandise at the
game. Since his survey included these measurements, he used SPSS to run a Pearson
correlation coefficient that turned out to be 0.88 with a Sig. value of .001. This meant
there is a significant relationship.
a. True
b. False
In a typical stratum chart, the X-axis represents and the Y-axis represents___________.
a. values of the variables, relative change
b. time, values of the variables
c. percentage change, values of the variables
d. time, percentage change
e. values of the variables, time
Researchers following the rights method of ethical reasoning focus on:
a. The welfare of society and society’s rights.
b. The welfare of customers and customers’ rights.
c. The welfare of the individual and individuals’ rights.
d. The welfare of employees and employees’ rights.
e. The welfare of the sample population and the sample population’s rights.
A discovery-oriented decision problem is best defined as a:
a. Decision problem that typically seeks to answer “what” or “why” questions.
b. Restatement of the decision problem in research terms.
c. Decision problem that typically seeks to answer “how” questions.
d. Written statement that describes the marketing problem.
e. All of the above.
Which section usually makes up the bulk of the report?
a. Summary
b. Results
c. Method
d. Introduction
e. Appendix
Which of the following is TRUE?
a. A study lacking external validity may nevertheless have high internal validity.
b. Internal validity is a matter of degree, whereas external validity either exists or
doesn’t exist.
c. In most experiments we can obtain proof that the observed response is due to our
experimental manipulations.
d. Both A and B.
e. A, B, and C.
A frequency analysis is useful for
a. locating blunders.
b. determining the empirical distribution of the variable in question.
c. determining the relationship between two variables.
d. Both a and b.
e. None of the above.
Regression coefficients represent the_________in the outcome variableper unit change
in the associated predictor variable, holding all other predictor variables constant.
The obvious approach to reducing the effect of noncoverage bias is to improve the
quality of the____________________ .
Instead of using the length of the bar to capture quantity, a_____________uses pictures
or symbols.
The single most important step in the marketing research process is_____________.
Compare and contrast probability and nonprobability sampling.
Name the type of nonsampling error that occurs due to data editing, coding, or analysis
errors: ____________________
______________are popular for conducting personal interviews among consumers in
retail shopping centers.
Discuss the primary advantage of collecting data via observation as compared to
collecting data via communication.
_____________________________ are probably the best format for collecting detailed
demographic information.
___________-is the process of transforming raw data into symbols.