A depth interview is conducted by a trained moderator among a small group of
respondents in an unstructured and natural manner.
An advantage of using mail interviews to collect research data is the ability to control
the interviewing environment.
The vertical distance from a point to the regression line is the squared error, ej
2.
Transcribing data involves transferring the coded data from the questionnaires or
coding sheets onto disks or directly into computers by key punching or other means.
Periodic surveys measure the same group of respondents over time but not necessarily
on the same variables.
Convenience sampling is a nonprobability sampling technique that attempts to obtain a
sample of convenient elements and leaves the selection of sampling units primarily to
the interviewer.
Data cleaning includes consistency checks and treatment of missing responses. The
checks at this stage are less extensive than the checks made during editing.
Social media can be appropriate for conducting exploratory and descriptive research but
not causal research.
Consumers are good examples of dependent variables.
Social media embody social computing tools commonly referred to as Web 1.0.
Preference rankings, market position, and social class are examples of interval scales.
In sampling, an incident is the object or person about which or from which the
information is desired.
Command is an interviewer characteristic described as “takes charge and can turn
refusals around by conveying the purpose of the survey and its importance.”
To standardize a variable, simply subtract the mean and divide the difference by the
standard deviation.
The method of interview that is one of the most popular for collecting survey data is
mail interviews.
Likert scale analysis is generally conducted by appropriately summing the item scores.
A factorial design is a statistical experimental design used to measure the effects of two
or more independent variables at various levels and to allow for interactions between
variables.
According to the text, the t distribution is similar to the normal distribution in
appearance.
An unstructured, exploratory research methodology based on small samples intended to
provide insight and understanding of the problem setting is called quantitative research.
Sampling efficiency refers to the trade-off between sampling cost and precision.
Work orientation is an interviewer characteristic described as “works hard and sees
work as more than a job, but an expression of oneself.”
“Gets people to like him or her quickly and convinces people to cooperate who might
not otherwise respond” describes the interviewer characteristic of ethics.
A technique for fitting a straight line to a scattergram by minimizing the vertical
distances of all the points from the line is called the most-squares procedure.
A method for handling missing responses in which respondents with any missing
responses are discarded from the analysis is called pairwise deletion.
According to the text, primary data are an economical and quick source of background
information.
The American Customer Satisfaction Index is a national measure of satisfaction with
quality that provides a resource for examining the differences in satisfaction among
customers of different industries by their demographic and socioeconomic
characteristics.
A scale that has description also has order.
According to the text, despite their value, personal in-home interviews are being
replaced by telephone interviews.
According to the text, the typical focus group costs the client about $6,500.
Social media panels could be useful for developing new products targeted at core users
of the brand.
The social media sampling frame is unbiased and appropriate for use in marketing
research.
Qualitative research explores a problem with few preconceived notions about the
outcome of that exploration.
Cymphony is mentioned as a marketing research firm specializing in social media
research.
According to the text, the key to an effective presentation is preparation.
According to the text, a parameter denotes the true value that would be obtained if a
census, rather than a sample, were undertaken.
Focusing on the underlying causes of a problem is a characteristic of a management
decision problem.
The expressive technique requires the respondent to complete an incomplete stimulus
situation.
A single question that attempts to cover two issues is called a double-barreled question.
According to the text, a longitudinal design provides a series of pictures, which track
the changes that take place over time.
According to the text, the typical interviewer is a ________, with an above-average
education and an above-average household income.
A) single woman aged 18 to 34
B) single woman aged 35 to 54
C) married woman aged 18 to 34
D) married woman aged 35 to 54
E) senior woman aged 55 to 65
Which of the following is NOT recognized as an advantage of using mail interviews to
collect research data?
A) no interviewer bias
B) good control of environment
C) low social desirability
D) low/moderate cost
E) no field force problems
Which of the following is NOT an indicator that should be used to evaluate an
interviewer on the quality of interviewing?
A) The recorded data are legible.
B) All instructions, including skip patterns, are followed.
C) The answers to unstructured questions are recorded verbatim.
D) For structured questions, item nonresponse occurs frequently.
E) The answers to unstructured questions are meaningful and complete enough to be
coded.
A(n) ________ is a conceptual scheme based on foundation statements, which are
assumed to be true.
A) experiment
B) theory
C) objective
D) incident
E) investigation
It is important to reinforce key information in the text of the report with all of the
following EXCEPT:
A) tables.
B) graphs.
C) pictures.
D) maps.
E) underlining.
Which of the following is (are) true?
A) r2 = explained variation / total variation
B) r2 = SSx / SSy
C) r2 = (total variation – error variation) / total variation
D) r2 = (SSy – SSerror) / SSy
E) All of the above are true.
Which of the following is NOT an advantage of using mall intercept interviews to
collect research data?
A) good for physical stimuli
B) good control of the environment
C) low cost
D) good response rate
E) complex questions can be asked
In a short essay, list and discuss at least three advantages and three disadvantages of
using telephone interviewing to collect marketing research data.
When conducting exploratory research overseas in a country such as Saudi Arabia on
the topic of attitudes toward household appliances, it would be most effective to
conduct ________.
A) focus groups by gender
B) only secondary data collection
C) focus groups composed of both males and females
D) interviews with several in-country experts now living in the United States
E) one-on-one depth interviews matching respondents and interviewers by gender
A sampling procedure in which each element of the population has a fixed probabilistic
chance of being selected for the sample is called ________.
A) probability sampling
B) nonprobability sampling
C) quota sampling
D) snowball sampling
E) window sampling
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 the ________.
A) projective technique
B) quantitative technique
C) survey technique
D) evaluation technique
E) motivation elicitation
The assignment of numbers or other symbols to characteristics of objects according to
certain prespecified rules is called ________.
A) randomization
B) measurement
C) sampling
D) exploring
E) characterization
Objects that possess the information the researcher seeks and about which the
researcher will make inferences is called a(n) ________.
A) incident
B) element
C) hypothesis
D) census
E) inference unit
The ________ is a quasi-experimental design that involves periodic measurements on
the dependent variable for the group of test units.
A) time series design
B) one-group pretest-posttest design
C) factorial design
D) posttest-only control group design
E) quasi-dependent variable design
Which of the following is NOT a step in the report preparation and presentation
process?
A) questionnaire design
B) data analysis
C) oral presentation
D) research follow-up
E) interpretations, conclusions, and recommendations
A systematic relationship between two variables in which a change in one implies a
corresponding change in the other is called ________.
A) causation
B) analysis of variance
C) covariance
D) deviation
E) standard deviation
When collecting qualitative data from social media, which of the following is(are)
decision(s) that have to be made?
A) determining the type and specification of the social media channels to be monitored
B) developing a standardization of terms, conversation types, and content types
C) establishing a standardized coding scheme
D) setting benchmarks
E) all of these are decisions that have to be made
Descriptive research, in contrast to exploratory research, is marked by all of the
followingEXCEPT:
A) a clear statement of the problem.
B) specific hypotheses.
C) detailed information needs.
D) flexibility.
All of the following are examples of commonly used nonprobability sampling
techniques EXCEPT:
A) judgmental sampling.
B) quota sampling.
C) snowball sampling.
D) cluster sampling.
E) convenience sampling.
Which of the following is NOT an advantage of using focus groups in marketing
research?
A) The richness of the comments, which come from real customers, makes this
technique highly useful.
B) Focus groups are easy to moderate.
C) The comments of one person in a focus group can trigger unexpected reactions from
others.
D) The responses in a focus group are generally spontaneous and candid, and they
provide rich insights.
E) Ideas are more likely to arise out of the blue.
According to the text, researchers may assess validity in all of the following ways
EXCEPT:
A) content validity.
B) criterion validity.
C) construct validity.
D) coefficient validity.
E) A and D
All of the following are characteristics of a marketing research problem EXCEPT:
A) asks what the decision maker needs to do.
B) asks what information is needed and how it should be obtained.
C) is information oriented.
D) focuses on the underlying causes.
E) A and D
A(n) ________ is a measurement scale having numbers and/or brief descriptions
associated with each category with the categories ordered in terms of scale position.
A) comparative scale
B) itemized rating scale
C) continuous rating scale
D) Likert scale
E) descriptor scales
Descriptive research is a type of ________ that has as its major objective the
description of something-usually market characteristics or functions.
A) subjective research
B) exploratory research
C) conclusive research
D) observational research
E) supporting research
Which of the following is NOT mentioned as an advantage of social media for
conducting surveys?
A) wider coverage
B) survey administration is easy to control
C) simplicity in implementing surveys
D) ability to field more complex questions
E) responses are more candid
Which of the following is NOT a classification of the projective techniques used in
marketing research?
A) association technique
B) evaluation technique
C) construction technique
D) expressive technique
E) completion technique
The statistical approaches to determining sample size are based on ________.
A) confidence intervals
B) random sample error
C) regression analysis
D) product characteristics
E) geometric principles
A mathematical distribution whose objective is to obtain a count of the number of
responses associated with different values of one variable as to express these counts in
percentage terms is called ________.
A) sampling distribution
B) random distribution
C) frequency distribution
D) systematic distribution
E) chi-square distribution
________ is conducted on a small and nonrepresentative sample, so the findings should
be regarded as tentative and should be used as building blocks for further research.
A) Causal research
B) Exploratory research
C) Conclusive research
D) Descriptive research
E) Focused research
In the Harris Poll Online, which of the following procedures are NOT used to maintain
the reliability and integrity in the sample?
A) password protection
B) reminder invitations
C) sharing a summary of the survey findings is used as an incentive for respondents to
participate
D) A and C
E) A, B and C are all procedures used
The mean squared deviation of all the values from the mean is called the ________.
A) variance
B) range
C) median
D) mean
E) geometric mean
Problem-identification research is typically used to address all of the following topics
EXCEPT:
A) market share.
B) short-range forecasting.
C) long-range forecasting.
D) pricing.
E) market potential.
Which scale is not an itemized rating scale?
A) Likert scale
B) semantic differential scale
C) continuous rating scale
D) Stapel scale
Which would be the appropriate way to test differences in proportions for more than
two samples?
A) t-test if variance is unknown
B) z-test
C) paired t-test
D) F-test for equality of variances
E) cross-tabulation procedure to conduct a chi-square test