The “National Panel Diary” (NPD Group) is
a. Concerned with size and nature of the television commercial audience.
b. An advertisement readership service.
c. A well-known diary panel concerned with the consumption of various goods and
services.
d. An annual service provided to consumers reporting on the average family’s
consumption behavior.
e. A group that primarily tracks food-related trends in the U.S.
Which of the following data collection methods is most costly?
a. E-mail surveys
b. Mall interviews
c. Phone interviews
d. In-home personal interviews
e. Web surveys
Which of the following statements are TRUE about the problems that commonly arise
with secondary data?
a. They are never available when you need it.
b. They do not completely fit the problem.
c. They are too expensive to collect.
d. They are not totally accurate.
e. Both B and D.
When it comes to standard deviations, if everyone were basically the same on some
characteristic or felt the same way about some topic or object, the standard deviation
would be
a. very small.
b. difficult, if not impossible, to calculate.
c. very large.
d. Both a and c.
e. Both b and c.
A researcher is interested in obtaining information from a respondent about a purchase
event that occurred recently.
Which of the following statements is FALSE?
a. The telescoping effect is larger while recall loss effect is smaller.
b. The recall loss effect is larger while the telescoping effect is smaller.
c. The telescoping effect and recall loss effect are about the same.
d. Both a and c are false.
e. Both b and c are false.
A question that cues the respondent to the desired answer is
a. leading.
b. double-barreled.
c. multichotomous.
d. dichotomous.
e. open-ended.
Descriptive research is NOT productively used
a. to develop a profile of the “average user.”
b. to estimate the proportion of people in a specified population who behave in a certain
way.
c. to clarify concepts.
d. to make specific predictions.
e. to determine whether certain variables are associated.
Which of the following is TRUE about the technical aspects of a research report?
a. The technical sophistication of the report reader should act as a guide for the
technical sophistication of the report.
b. Technical jargon impresses the report reader.
c. The technical capacity of the reader is unimportant as far as the research report is
concerned. Rather, the reader’s interest is critical in determining the content of the
report.
d. Both a and b.
e. All of the above are correct.
The problem with using nonprobability samples include
a. it’s impossible to assess the degree of sampling error.
b. we can’t say anything about what would have been true for the overall population.
c. we’re stuck with sample statistics and don’t know whether they apply to the
population as a whole.
d. All of the above.
e. b and c.
A Big Data application of using location-based mobile data from call records is:
a. Voice of the Customer insights
b. A 360-degree view of purchasing patterns
c. Location-based marketing in real time.
d. Optimized website design.
e. All of the above are enabled by location-based mobile data.
Low degrees of structure are usually associated with greater reliability, or consistency,
of answers obtained.
a. True
b. False
Which of the following scales is reflected by an attribute of an object that represents a
non-ordered classification?
a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. Conscious
Suppose that you need to learn how often per week Netflix customers watch movies
online. Which of the following sets of response wording is the best way to capture this
data?
a. Response options that include: never, rarely, sometimes, often, frequently and always.
b. Response options that include: None, once a week, twice a week, three times weekly
and more than three times weekly.
c. A response option that asks the respondent to fill in the blank with the number.
d. a and b.
e. b and c.
The illustration of market share for the top brand in a product category for the previous
twelve quarters could best be accomplished by use of a chart.
a. divided-bar
b. stacked-line
c. two-scale vertical bar
d. pie
e. line