Book Title
Basic Marketing Research: Using Microsoft Excel Data Analysis 3rd Edition

MK 90717

July 18, 2017
The question "Don't you see problems with using your credit card for an online
purchase?" is an example of a loaded question.
Whenever there is an information gap that is relevant to the problem, the researcher and
manager come to agree that the information needed to close the gap is a research
The question: "Since our country's Founding Fathers gave us the right to bear arms,
aren't you against gun control legislation?" is an example of a loaded question.
Multiple regression, a form of bivariate regression where more than one independent
variable, is in the regression equation.
Everyday information about pertinent developments in the environment to an
organization is gathered through the internal report system.
Sample findings (percentages or averages) are assumed to be approximations of
population facts, due to sampling error.
"How much do you weigh?" is an example of a synthetic metric format question.
Though very important, properly defining the problem is not the most important step in
the marketing
research process.
The American Community Survey is designed to help update Decennial Census data by
collecting information on a small percentage of the population in all counties, American
Indian areas, Alaska Native areas, and Hawaiian homelands on a rotating basis using a
A confidence interval is a range (lower and upper boundary) into which the researcher
believes the population parameter falls with an associated degree of confidence.
An example of syndicated data is Marketing Evaluations Inc.'s Q Scores services.
Break-offs, item omissions, and problem respondents are uncommon in the industry.
The purpose of marketing research is to link the consumer to the marketer by providing
information that can be used in making marketing decisions.
A chi-square value is significant when it exceeds 1.96.
Experimental designs provide procedures for devising an experimental setting such that
a change in a dependent variable may be attributed solely to the change in the
independent variable.
A skip question is one that is skipped by most respondents due to its difficulty.
The sentence "The marketing research was conducted by Judith" uses active voice.
Self-administered surveys eliminate interviewer-evaluation apprehension.
The accuracy of a sample may be expressed as a plus-or-minus percentage value.
When a respondent is confused or distracted, this is called an intentional fieldworker
Descriptive research is best utilized when little is known about the problem.
The body of the report consists of the following: introduction, research objectives,
methodology, results, limitations, and conclusions and recommendations.
The output for ANOVA in your XL Data Analyst software provides a table that shows
you group averages and which are significantly different if ANOVA finds the null
hypothesis is not supported.
The expected frequencies perfectly embody the alternative hypothesis for chi-square
When a product fails, you can tell marketing research was not conducted.
Research designs should always be carried out, one after another, in the following
order: exploratory, descriptive and longitudinal.
The listing of specific research objectives often serves as a good framework for
organizing the results section of the report.
One of the disadvantages of computer-administered surveys is that they cannot depict
pictures, video or other graphics to the respondent.
A relationship is a consistent and systematic linkage between the levels or labels for
two variables.
Scales that have counter-balancing positive and negative degrees of intensity are called
symmetric scales.
The process of describing a data set by computing a small number of measures that
characterize the data in ways that are meaningful to the client is called data analysis.
One use of marketing research is to improve marketing as a process; such research
information is often published in journals such as The Journal of Marketing Research
andMarketing Research.
Online surveys are generally believed to effect response quality equal to telephone or
mail surveys.
At what point does an incomplete or problem respondent constitute an acceptable
respondent that the researcher will allow into data analysis?
A) This is up to the researcher. A researcher must have a definition or otherwise specify
the criteria for an "acceptable respondent."
B) An incomplete or problem respondent doesn't ever constitute an acceptable
respondent. All of the answers have to be completed.
C) When at least 75% of the answers have been completed
D) When there are no demographic questions left to answer
E) When all but the screening questions have been answered
The sample plan determines:
A) how much the sample will cost
B) how accurate the sample results will be
C) which firm will be used to actually draw the sample from the population
D) how representative the sample is
E) which plan the company will follow in designing a strategic plan
To help managers properly define the problem the researcher may conduct their own
investigation to develop alternative problem definitions. This additional investigation
may take the form of what is called:
A) a situation analysis
B) the preliminary problem definition analysis
C) the problem definition analysis
D) a problem situation analysis
E) an investigation of "preliminary proceedings"
Which of the following is not true of secondary data, or information?
A) They have been collected for a purpose.
B) They are almost always a part of a marketing research project.
C) They are widespread and readily available.
D) They are difficult to find because you must first petition the researcher to get the
E) You can conduct a search for secondary information on virtually any topic quickly
and efficiently.
If a pharmaceuticals company was seeking to improve its cold remedy medication, a
survey could be used to determine, "How important is it that your cold remedy relieves
your ________?" using a 10-point scale of 1=not important to 10=very important for
each of several cold symptoms such as "congestion," "cough," or "runny nose." The
researcher would then want to look for significant differences between the averages of
two ________.
A) groups
B) z tests
C) variables
D) group differences
E) hypothetical t values
ANOVA's ________ hypothesis is that none of all possible group-to-group averages is
significantly different: that is, there is not one single significant difference that exists
between any possible pair of groups.
A) alternative
B) accurate
C) null
D) true
E) independent
Which of the following is true of 'symptoms" as discussed n Chapter 3 of your text?
A) Symptoms are changes in the level of some key monitor that measures the
achievement of an objective.
B) Symptoms are not the problem but the 'signals" that alert us of the problem.
C) A symptom may also be a perceived change in the behavior of some market factor
that implies an emerging opportunity.
D) all of the above
E) both A and B
In experimental designs an R stands for:
A) restricted use of complex variables
B) random assignment of research subjects (e.g. stores) to groups (experimental and
C) random assignment of treatments to either the independent or the dependent
D) the reliable variable
E) There is no R in experimental design terminology.
Which of the following represents a possible organization of a marketing research
A) according to area of application
B) according to marketing function
C) according to research process and area of application
D) according to area of application and marketing function
E) all of the above
The letter of transmittal is used:
A) to deliver the document
B) to deliver the document to a client outside the firm
C) to deliver the document within the firm
D) only when the document is transmitted electronically
E) only when the document is displayed publicly
Researchers, hidden from view, recording the behavior of unsuspecting shoppers as
they walk through the supermarket would be a form of research considered unethical by
A) deontologist
B) sociologist
C) teleologist
D) criminologist
E) deaconologist
When testing for the differences between two averages the s1 in the formula stands for:
A) the size of sample 1
B) survey 1
C) the average of sample 1
D) standard deviation of sample 1
E) standard error of sample 100
The sample size determines:
A) how accurate the sample results will be
B) how representative the sample is
C) how much the sample will cost
D) which firm will be used to actually draw the sample from the population
E) if there is an adequate number to represent the entire population.
A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned
artificial numbers is called:
A) a descriptor scale format with real numbers
B) a "poor" to "good" scale
C) a numerical/descriptor format
D) a synthetic metric format
E) no such scale exists
Which of the following best describes the data code book?
A) the creation of a computer file that holds the raw data taken from all of the
completed questionnaires
B) identification of codes that pertain to the possible responses for each question on the
C) identification of all the variable names and code numbers associated with each
possible response to each question making up the data set
D) raw data arranged in columns representing answers to various questions, and rows
representing each respondent or case
E) a book containing symbols representing each respondent's identity
In your XL Data Analyst output for ANOVA, an "Equal" notation means:
A) that there is a significant difference between the two averages
B) that there is no support for the null hypothesis that the two group averages are equal
C) the two groups were identical in that particular category
D) there is no "Equal" notation in the ANOVA output
E) an "Equal" notation has nothing to do with the difference in group averages
When using XL Data Analyst to compare two mutually exclusive groups as to their
respective percentage on a category of some variable, the approach sequence of
commands is:
A) occurs when a "researcher" gains a respondent's cooperation to participate in a
research study and then uses the opportunity to attempt to sell the respondent a good or
B) refers to selling under the guide of a survey
C) is unethical, but not illegal
D) deals with fund raising while pretending to administer a survey
E) both A and B
What is another name for a referral sample?
A) convenience sample
B) judgment sample
C) snowball sample
D) friend sample
E) aided sample
Which source of a problem occurs when there is a gap existing between what was
supposed to happen and what did happen?
A) An opportunity
B) A marketing opportunity
C) A failure to meet an objective
D) A major problemA marketing failure
E) A marketing failure
What is the name of the statistical procedure to determine if a systematic linear
relationship exists between two metric-scaled variables?
A) chi-square
B) correlation coefficient
C) Pearson chi-square
D) Pearson Product Moment Correlation Coefficient
E) Pearson Beta coefficient
Which of the following is true of longitudinal studies?
A) They measure units from a sample of the population at only one point in time.
B) They are often described as 'snapshots" of the population.
C) They include 'sample surveys."
D) They are prevalent in marketing research, outnumbering cross-sectional and causal
E) They repeatedly measure the same sample units of a population over a period of
To test whether a true difference exists between two group percentages, we test the
________ that the difference in their population parameters is zero.
A) male female
B) null parameter
C) null parameter
D) null alternative
E) all of the above
Errors that pertain to anything in the research process except sample size are known as:
A) summarization errors
B) non-sampling errors
C) field errors
D) generalization errors
E) none of the above; all errors are derived from sample size
Which of the following samples is used as a means of ensuring that convenience
samples will have the desired proportions of different respondent classes?
A) convenience sampling
B) judgment sampling
C) referral sampling
D) quota sampling
E) proportionate
Consider the question: "Rate the performance of your book bag from 1 to 5, where 1
means "poor' and 5 means "excellent.'" And, then you are given a number of
performance factors such as "appearance," "roominess" and so on to rate. This is an
example of a(an):
A) n-point scale
B) anchored n-point scale
C) staple scale
D) unanchored n-point scale
E) anchored y-point scale
Determining the description or amount of some element of interest to the researcher is
known as:
A) description determination
B) element determination
C) description/element determination
D) measurement
E) quantities of elements
"How much do you think you would pay for a pair of sunglasses that will protect your
eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?" is an
example of a(n) ________ question.
A) leading
B) loaded
C) double-barreled
D) overstated
E) screening
Which of the following is true of the word "variance" in analysis of variance?
A) It refers to differences between standard deviations.
B) It is misleading.
C) It is used to determine significance.
D) It refers only to within variance.
E) It is used because the test is designed to determine the differences between more
than 4 variances.
The written research report can be grouped into three sections, which are:
A) body, introduction, ending
B) introduction, body, end matter
C) front matter, body, end matter
D) fore matter, middle matter, end matter
E) none of the above
When you use XL Data Analyst to test a hypothesis for a percentage, the output:
A) indicates whether the hypothesis is Supported or Not Supported
B) includes information allowing you to test both non-directional as well as directional
C) includes classical t values
D) includes classical z values
E) all of the above