Which of the following statements about leading questions is NOT true?
a. They can result from accidents by careless researchers.
b. They can be an indicator of advocacy research.
c. They can represent an intentional attempt to manipulate a study’s results.
d. When used intentionally, they are excellent filter questions.
e. They are written in such a way that they basically tell respondents what answer to
provide.
Which of the following is NOT true when a scale is a ratio scale?
a. The scale allows for comparison of the absolute magnitude of numbers. b. The zero
point is established arbitrarily.
c. If “a” is greater than “b” and “b” is greater than “c,” then “a” is greater than “c.”
d. If “a” equals “b” and “b” equals “c,” then “a” equals “c.”
e. The mode and the median are permissible measures of central tendency.
Marketing Information Systems (MIS) produce______________reports based on data
held in an organization’s database(s). a. Regular, customized
b. Regular, standardized
c. Random, customized
d. Random, standardized
e.Noneoftheabovearecorrect
Which of the following is NOT one of the rules for delivering a good oral presentation?
a. Know your stuff.
b. Honor the time limit set for the meeting.
c. Know your audience.
d. Wear formal business attire.
e. Scout the presentation room in advance and test the presentation software and
systems.
Noncoverage error is essentially a sampling frame problem.
a. True
b. False
The basic purpose of marketing research is to help develop new products.
a. True
b. False
A researcher wishes to compare the differences in consumer feelings about the
perceived reliability of a set of products, so as to know the relative strength of feelings
about each product’s reliability. The lowest measurement scale the researcher could use
to measure this is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
Radio-listening statistics gathered by Arbitron are typically collected
using______________.
a. People meters.
b. Telephone surveys of representative listener samples.
c. Audiometers.
d. Diaries placed in a panel of households.
e. Personal interviews.
A bar chart where the values of a variable are placed along the X-axis and the absolute
or relative frequency along the Y-axis is called a and can be developed from the .
a. bar graph, cumulative data
b. frequency polygon, one-way frequency tabulation
c. cumulative distribution graph, cumulative data
d. histogram, uncoded data
e. histogram, one-way frequency tabulation
In a recent survey, those who brushed their teeth often under-reported the activity, while
those who brushed their teeth less frequently over-reported their dental hygiene
behavior. The possible cause for differences in scores could best be attributed to
a. a true difference in the characteristic being measured.
b. differences due to situational factors.
c. differences due to temporary personal factors.
d. true differences in other relatively stable characteristics of the individuals.
e. differences due to variations in administration.
Ferrari has segmented their market on the basis of income and lifestyle. Their target
market has household income greater than $200,000 and enjoys spectator sports like
NASCAR racing. These two segmentation variables are grouped under the broader
classification(s) of
a. demographics.
b. psychographics.
c. geographic.
d. demographics and psychographics.
e. demographics and product usage.
Typically, experiments have greater internal validity, and experiments have greater
external validity.
a. lab; field
b. field; lab
c. field; field
d. lab; lab
e. The internal and external validities are usually the same for both types of
experiments.