The sample statistic is used as an estimate of the population parameter.
To estimate the accuracy of predicted values, it is useful to calculate the standard error
of estimate.
A statement that some difference or effect is expected is called a null hypothesis.
An unstructured and indirect form of questioning that encourages respondents to project
their underlying motivations, beliefs, attitudes, or feelings regarding the issues of
concern is called a projective technique.
A scale that has distance also has order but the reverse is not true.
The final step involved in conducting bivariate analysis is significance testing.
Exploratory research is research conducted to gain ideas and insight into the problem
confronting the management or the researcher.
A prepaid incentive is sent to only those respondents who complete the survey.
Problem-solving information is one of the three types of information that is obtained in
a questionnaire.
Individuals, organizations, or other entities whose response to independent variables or
treatments is being studied are called test units.
Type II error occurs when the sample results lead to nonrejection of a null hypothesis
that is in fact false.
Sample size is directly affected by the variability of the characteristic in the population.
With the development of information technologies, such as computers and the Internet,
continuous scales are being used less frequently.
The first step involved in conducting bivariate analysis is the development of a scatter
diagram.
A researcher should decide what characteristics the field workers should have when
selecting field workers.
If the distribution is asymmetric and the variable is measured on a nominal scale, the
median should be used.
There are fewer people in an online group than in a face-to-face group.
Response rate = number of completed interviews / number in the population.
A census involves a complete count of each element in a population.
According to the text, a basic rule of research is to examine secondary data first.
The statistical approaches to determining sample size are based on confidence intervals.
The 3M example illustrated the use of public panels to conduct exploratory and
conclusive
research.
A large and nationally representative sample of households who have agreed to
periodically participate in mail questionnaires, product tests, and telephone surveys are
called mail panels.
A depth interview is recognized as the most important qualitative research procedure.
A questionnaire is a structured technique for data collection that consists of a series of
questions, written or verbal, which a respondent answers.
According to the text, an unbalanced rating scale is one of the commonly used itemized
rating scales.
Computer mapping involves merging internal customer data with external geographic,
demographic, and lifestyle data on the same customers.
Indexes and bibliographies are general business sources of external secondary data that
provide brief descriptions of companies, organizations, or individuals.
Data should be coded in a lean way in order to avoid retaining much detail.
Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer
customized services.
________ is a body of knowledge that tries to understand and predict consumers’
reactions based on an individual’s specific characteristics.
A) Economic behavior
B) Organizational behavior
C) Buyer behavior
D) Ethical behavior
E) Census data
The manipulation of one or more independent variables is a characteristic of which of
the following types of research designs?
A) exploratory research
B) descriptive research
C) causal research
D) objective research
E) conditional research
According to the text, the largest database of companies in the United States is
contained in ________.
A) the FIND/SVP database
B) the National Electronic Yellow Pages
C) the Nielsen Selling Area database
D) the U.S. Census database
E) B and D
In a short essay, describe an audit and list at least four uses of audit data.
________ addresses the question of what characteristic the scale is measuring.
A) Content validity
B) Criterion validity
C) Construct validity
D) Coefficient validity
E) Characteristic measurement
________ is a research methodology that seeks to quantify the data and, typically,
applies some form of statistical analysis.
A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Thorough research
________ occurs when the sample results lead to nonrejection of a null hypothesis that
is in fact false.
A) Type I error
B) Type II error
C) Type III error
D) Type IV error
E) Power of a test
________ is the process of generalizing the sample results to the population results.
A) Randomizing
B) Hypothesizing
C) Statistical inference
D) Standardizing
E) Parsing
A strategy for ordering questions in a questionnaire in which the sequence starts with
general questions, which are followed by progressively more specific questions, in
order to prevent specific questions from biasing general questions, is called the
________.
A) unstructured approach
B) funnel approach
C) diagnostic approach
D) goal-oriented approach
E) inverted-funnel approach
Which of the following primary scales of measurement is recognized as the most basic
or limited?
A) ordinal scales
B) nominal scales
C) ratio scales
D) interval scales
E) random scale
Which of the following is NOT an example of a descriptive research goal?
A) to develop a profile of a target market
B) to determine the cause of a sales decrease
C) to estimate the frequency of product use as a basis for sales forecasts
D) to determine the degree to which marketing variables are associated
E) to determine the relationship between product use and perception of product
characteristics
The problem confronting the decision maker is typically referred to as the ________.
A) management decision problem
B) theoretical decision problem
C) hypothetical decision problem
D) marketing research problem
E) research context problem
A respondent’s tendency to choose an alternative merely because it occupies a certain
position on the page or in a list is called ________.
A) structured bias
B) random bias
C) order bias
D) systematic bias
E) list bias
Which of the following types of general surveys measure the same group of
respondents over time but not necessarily on the same variables?
A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys
Which of the following is NOT a qualitative factor that should be considered when
determining the sample size?
A) the importance of the decision
B) the nature of the research
C) incidence rates
D) the number of variables
E) All of the selections are qualitative factors that should be considered when
determining the sample size.
Supervision of field workers involves all of the following EXCEPT:
A) quality control and editing.
B) sampling control.
C) central office control.
D) coding of questionnaires.
E) control of cheating.
Which of the following enables researchers to take into account anticipated refusals by
people who qualify for a research study?
A) completion rate
B) standard rate
C) random rate
D) incidence rate
E) alarm rate
The tendency of the respondents to give answers that may not be accurate but that may
be desirable from a social standpoint is called ________.
A) interviewer bias
B) social desirability
C) nonresponse error
D) response rate
E) the fundamental attribution error
Instead of ruling the table horizontally or vertically, it is suggested that ________ be
used to set off data items.
A) white spaces
B) leaders
C) stubs
D) hyphens
E) asterisks
The disadvantages of using mall intercept interviews to collect research data include all
of the following EXCEPT:
A) poor response rate.
B) potential for interviewer bias.
C) moderate quantity of data can be collected.
D) high cost.
E) high social desirability.
A projective technique in which respondents are presented with a list of words, one at a
time, is called ________.
A) word association
B) sentence completion
C) story completion
D) role playing
E) piecewise thought-listing
The ________ is an extremely important part of the report, as this is often the only
portion of the report that executives read.
A) executive summary
B) problem definition section
C) research design section
D) conclusions and recommendations section
E) the invoice statement
If the key variables have not been defined or are defined in a manner inconsistent with
the researcher’s definition, then the usefulness of the data is limited. This statement
refers to the ________ criteria for evaluating secondary data.
A) nature
B) objective
C) error/accuracy
D) currency
All of the following are terms used in regression analysis that arise from the
mathematical relationship between the variables EXCEPT:
A) dependent variables.
B) criterion variable.
C) predictor variables.
D) standard variables.
E) independent variables.
The first step in any marketing research project is to ________.
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) excise the problem
Which of the following are the two types of general surveys?
A) periodic
B) panel
C) shared
D) A and B
E) B and C
While every step in a marketing research project is important, ________ is the most
important step.
A) problem definition
B) problem correction
C) research design formulation
D) report generation and presentation
E) project completion
A random sample of respondents would be distributed randomly, half to the
experimental group and half to the control group. A pretest questionnaire would be
administered to the respondents in both groups to obtain a measurement on attitudes
toward Pepsi advertising, brand, and celebrity; only the respondents in the experimental
group would be exposed to the TV program containing the Pepsi commercial. Then, a
questionnaire would be administered to respondents in both groups to obtain posttest
measures on attitudes toward Pepsi advertising, brand, and celebrity. Which of the
following experimental design best represents the above scenario?
A) one-shot case study
B) one-group pretest-posttest design
C) posttest-only control group design
D) static group design
E) pretest-posttest control group design
Which of the following statistics is not permissible with ordinally scaled data?
A) range
B) mode
C) rank order correlation
D) all of the above
Qualitative research procedures are classified as either ________ or ________.
A) primary; secondary
B) direct; indirect
C) descriptive; exploratory
D) theoretical; non-theoretical
E) partial; total
In a short essay, list and discuss the four primary scales of measurement. Include an
example of how each scale of measurement is used in marketing research.
In a short essay, discuss which measure of location should be used if the distribution is
asymmetric.
In a short essay, define randomization and list and discuss the two types of true
experimental design.
In a short essay, list and discuss the three types of comparative scaling techniques.
Include a specific example for each scaling technique to support your answer.
List and discuss the major areas of the fieldwork/data collection process.
In a short essay, discuss the concept of the sampling distribution.
Discuss measurement and scaling. What are they and how are they related?
In a short essay, list and discuss the three primary methods researchers use in an attempt
to improve response rates.
In a short essay, discuss the process of validating fieldwork.
In a short essay, discuss analysis of variance and list at least three questions that relate
to the examination of the differences in the mean values of more than two groups.
In a short essay, list at least three statements that exhibit a single variable against a
known or given standard.
Why would a researcher choose to use online focus groups over traditional focus
groups? Taking the other view, why would traditional focus groups be preferred?
In a short essay, discuss the characteristics of the survey method of obtaining
information and list at least three advantages and three disadvantages of survey
research.
What are purchase panels and media panels? Develop examples of marketing situations
where you would use each. Be sure to explain the type of information you would collect
and the make up of the panel respondents.
In a short essay, define reliability, and list and discuss the three popular approaches for
assessing reliability.