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

MK 96928

July 18, 2017
Which step is right after question development in the Questionnaire Development
A) Determine research objectives
B) Decide on data collection method
C) Question evaluation
D) Pretest
E) Revise as needed
A(n) ________ is a break-off where the respondent stops answering in the middle of the
A) incomplete response
B) item omission
C) nay-saying pattern
D) cut-off
E) partial response
Assume a survey asks teens: "How many 20 oz. sports drinks do you drink in a week?"
If you wanted to compare the answers you would test for the difference between two:
A) averages
B) percentages
C) metrics
D) brands of sports drinks
E) hypothesized values
Using XL Data Analyst, selecting subsets of the data for analysis requires which of the
following operations?
A) Utilities-Filter Data
B) Utilities-Unfilter Data
C) Selection-Filter Data
D) Selection-Subset-Analysis
E) Selection-Data-Subset
Which of the following best describes CRM?
A) Certificate for Record Management; awarded by the MRA after passing certain
record-keeping requirements
B) Customer Relationship Management; the use of internal databases to strengthen
customer relationships
C) Certified Record Manager; awarded by the MRA for successfully passing a series of
courses related to database management
D) Customer Recognition Managers; used to identify customers from non-customers
primarily in airports for purposes of security
E) none of the above; there is no such thing as CRM
The more precise the prediction in a linear relationship, the closer the R-square value
will be to:
A) 0
B) -1
C) +1
D) infinity
E) .01
Which of the following is discussed in your text with respect to data collection methods
and cultural norms?
A) In Scandinavia, residents are uncomfortable allowing strangers in their homes.
B) In India, less than 10% of the residents have a telephone, and online access is very
low; therefore door-to-door interviewing is used often.
C) In South America, door-to-door interviewing is used often.
D) In Canada, where incentives are typically not offered to prospective respondents,
there is heavy use of telephone surveys, but online research continues to grow.
E) In China, face-to-face interviews embody respect and are preferred.
You do not have a "relationship" that links the labels (or levels) for two variables unless
the relationship is:
A) based upon effect
B) consistent
C) systematic
D) both consistent and systematic
E) based upon strength
ANOVA is an efficient way to compare:
A) two groups averages
B) two groups percentages
C) three or more groups variances
D) three or more groups averages
E) three or more groups percentages
What type of experimental validity is concerned with the extent that the relationship
observed between the independent and dependent variable during the experiment IS
generalizable to the real world?
A) internal validity
B) external validity
C) extraneous validity
D) causal validity
E) face validity
________ refers to consumer or other respondent panels that are set up by marketing
research companies for the explicit purpose of conducting online surveys with
representative samples.
A) Random online intercept sampling
B) Invitation online sampling
C) Online panel sampling
D) Systematic online sampling
E) Snowball sampling
Appropriate methods for conducting exploratory research would include:
A) secondary data analysis
B) experience surveys
C) case analysis
D) only A and B
E) all of the above
Which of the following is the best description of data analysis?
A) the process of describing data in statistical terms, such as p values and degrees of
B) the process of describing data by computing a small number of measures that
characterize the data set in ways that are meaningful to the client
C) the process of describing data so that they communicate the answer to the client and
also allow the client to exercise his or her statistical skills
D) orthogonal manipulation of data
E) honorthological manipulation of data
Which of the following was NOT discussed as a method of evaluating secondary data?
A) What was the purpose of the study?
B) Who collected the information?
C) How readily available is the information to the public?
D) How consistent is the information with other information?
E) What information was collected?
What are the two primary philosophies regarding ethical behavior?
A) demonology and theology
B) deontology and theology
C) deontology and teleology
D) demonology and teleology
E) deaconology and wakeology
Which of the following is NOT true of a good research objective?
A) It specifies from whom information will be gathered.
B) It specifies what information (construct) is needed.
C) It should specify the unit of measurement used to gather the information.
D) It should word questions used to gather the information in the respondents' frame of
E) It should word questions used to gather the information in the researchers' frame of
For a 95% confidence level, z=
A) 2.58
B) 2.38
C) 1.99
D) 1.96
E) 1.00
In conducting tests of differences between two percentages:
A) directional hypotheses are also feasible
B) directional hypotheses are not feasible
C) only alternative hypotheses may be tested
D) only null alternatives are feasible
E) all of the above are true
Which of the following formats has only two response options?
A) the twins format
B) the two response format
C) the bi-dual format
D) the two choice format
E) dual-choice format
According to your authors, using the statistical tools that present data in a form that
satisfies research objectives is an objective of:
A) sample plans
B) data collection
C) data manipulation
D) data analysis
E) all marketing research
If the research question asked how much respondents believe they will spend on
Internet purchases, which is most appropriate for calculating a confidence interval?
Databases are sometimes packaged together and are referred to as:
A) database packages
B) databanks or aggregators
C) aggregators or packaged services
D) deals
E) none of the above; databases are not packaged together
________ are the totals observed by counting the number of respondents who are in
each cross-tabulation cell.
A) Observed frequencies
B) Expected frequencies
C) Cell column totals
D) Cell row totals
E) Grand totals
Output for ANOVA in XL Data Analyst shows you which pairs of averages are:
A) practically different
B) significantly different
C) managerially significant
D) only average
E) none of the above; ANOVA compares percentages
An annual publication that lists the top 50 marketing research firms BASED in the U.S.
is known as:
A) World's Top 50
B) Research World's 50
C) The Honomichl Top 50
D) The J.C. Snead Global Top 50
E) none; there is no such report available
Which of the following is an example of a study whose goal is to find opportunities or
to identify problems with an existing strategy?
A) pricing test
B) image analysis
C) web site evaluation
D) environmental analysis studies
E) tracking studies
The difference between basic research and applied research is that basic research is
conducted to:
A) determine the most effective advertising copy
B) determine the most appropriate price for new products
C) determine the most efficient distribution channels for products
D) expand our knowledge rather than solve a specific problem
E) determine the most desired features in new products
Stratified sampling is used with a skewed population, and the researcher identifies
________ contained within the population based on their differences.
A) systems
B) samples
C) strata
D) persons
E) skews
Which of the following scaled-response formats is good for measuring store, company
or brand images?
A) constant sum scale
B) life-style inventory
C) semantic differential scale
D) image analysis scales
E) store analysis
Which of the following is NOT mentioned by your textbook as a distinct advantage of
computer-assisted questionnaire design software packages?
A) They are easier.
B) They are faster.
C) They are friendlier.
D) They provide significant functionality beyond that available with a traditional word
E) They are cheaper.
When computing standard error, if the sample size increases while the variability
remains the same, then the standard error:
A) decreases
B) increases
C) remains the same
D) is about average
E) none of the above; there is no such thing as standard error