Purposive samples require a judgment as to who should be in the sample.
Nonsampling errors can be measured if sampling error is calculated.
The purpose of marketing research is to link the consumer to the marketers by
providing information that can be used in making marketing decisions.
Falsehoods and nonresponse are two unintentional respondent errors.
The statistical significance “flag” in SPSS is called the p value by statisticians and is
denoted with ‘significance” or “probability” or their abbreviations.
A practical use of confidence intervals is that they may be used to forecast likely,
pessimistic, and optimistic forecasts.
Gaining the client’s approval signature for the questionnaire design is not done until
after the pretest.
Tables and/or figures should be noted in a “list of tables and figures.”
A wealth of secondary data is available concerning the lifestyles and purchasing habits
of demographic groups. Since the people in demographic groups tend to make similar
purchases and have similar attitudes, this secondary data is heavily scrutinized by
marketers.
Telephone surveys may be preferable to face-to-face surveys when the topics being
addressed are sensitive.
Companies that specialize in services such as eye movement research, mystery
shopping, taste tests, fragrance tests, and so on are categorized as limited service,
specialized research technique firms.
When the descriptors on a scale measure levels or amounts (i.e., the level of sales
dollars), the scale is categorical (nominal or ordinal).
The memo of transmittal is used:
A) instead of delivering the document.
B) to deliver the document.
C) to deliver the document to a client outside the firm.
D) to deliver the document within the firm.
E) only when the document is transmitted electronically.
In bivariate regression, if the F value is significant (say .05 or less), then:
A) we accept the null hypothesis that a straight-line model fits our data.
B) we reject the null hypothesis that a straight-line model does not fit our data.
C) we abandon our efforts to analyze the two variables.
D) we check for outliers.
E) we rerun the regression.
Which of the following was NOT mentioned in the textbook as an advantage of
observational data?
A) Subjects react in a natural manner.
B) It is the only way to gather certain information (i.e. from children).
C) Recall error is maximized.
D) Sometimes observational data may be obtained at less cost.
E) Sometimes observational data may be more accurate.
Which one of the following is NOT a function of a questionnaire?
A) standardizes questions and response categories
B) translates the research objectives into specific questions
C) serves as a permanent record of the research
D) fosters cooperation with respondents
E) creates alpha levels to be used in conducting tests of statistical significance
A research objective should specify:
A) the research design used in the research study.
B) the sample size used in the research study.
C) the sampling procedure used in the research study.
D) from whom information is to be gathered.
E) for whom the research is being conducted.
Which of the following statements is most accurate regarding the relationship between
sample size and the sample representativeness?
A) There is a high relationship between the size of a sample and the representativeness
of the population from which it is drawn.
B) There is no relation between the size of a sample and the representativeness of the
population from which it is drawn.
C) You cannot have a representative sample unless the sample size is equal to or
exceeds 10 percent of the population.
D) Sample size determines representativeness but only if the sample plan is a
probability sampling plan.
E) Sample size determines representativeness but only if the sample plan is a
nonprobability sampling plan.
The marketing concept is an important philosophy for marketing managers because it
dictates:
A) the amount of quarterly profits a firm will earn.
B) the market share a firm will earn.
C) day-to-day decisions that managers will make.
D) whether or not the firm will reach its sales quota.
E) an adequate rate of internal ROI.
Paul Solomon is the owner of Solly’s, an upscale restaurant in Tampa, Florida. Each
year, Paul spends about $150,000 in advertising. As this year’s ad budget decision must
be made, Paul decides that he wants to know just how good his advertising dollars are
working for him. He hires Getty Research Associates who recommend that he establish
a baseline of awareness. Getty recommends a TOMA study which stands for
Top-of-Mind-Awareness. TOMA studies consist of taking a probability sample of the
population and asking respondents to name the first three “insert type of business here.”
Obviously, for Solly’s, Getty would be asking respondents to name the top three
restaurants in the area. The percentage of respondents that named Solly’s would be a
baseline measure of awareness, and future promotions could be evaluated in terms of
whether or not they increased awareness. While Paul was intrigued with online surveys
because they were fast and less expensive, Getty recommended a traditional telephone
survey using the local Tampa directory. Getty also explained to Paul that “Plus One
dialing” could be used to ensure that unlisted numbers were included. Though the
directory was quite large and no electronic version was available, Getty felt they could
efficiently draw the sample using a:
A) simple random sample.
B) judgment sample.
C) stratified sample.
D) cluster, area sample.
E) systematic sample.
One of the reasons systematic sampling is faster than simple random sampling is that
the population size:
A) needs to be counted and numbered.
B) does not need to be known.
C) may be estimated and each element not numbered.
D) cannot be known.
E) It is not faster than simple random sampling.
Which of the following would be classified as a part of internal secondary data?
A) internal database
B) online information database
C) demographic data within a company’s target market
D) any government data
E) data within libraries
With which type of observation technique do researchers observe tangible evidence of
some event, such as measuring the amount of graffiti on buildings to indicate the
potential crime in an area?
A) covert
B) archives
C) invented
D) physical traces
E) overt
Let’s assume there are juniors, seniors, and graduate students in your class and we want
to know if their average GPAs differ. What is the proper statistical test?
A) t test
B) means/differences test
C) Levene’s test
D) ANOVA
E) Z test
At Momentum Market Intelligence (MMI) a client experiences a 12% decline in market
share. Since MMI knows “they don’t know what the problem is,” the research design
they should use is:
A) causal.
B) explanatory.
C) experimental.
D) cross-longitudinal.
E) exploratory.
In the formula for a straight line, the slope is defined as:
A) the change in y for any 1-unit change in x.
B) where the line cuts the y axis when x =0.
C) the variable used to predict the dependent variable.
D) the dependent variable.
E) the predicted variable.
If we wanted to test for the mean likelihood that shoppers will shop again in different
departments such as home and garden versus sporting goods, versus automotive, versus
electronics, we would use:
A) a z test for differences between percentages.
B) independent samples t test.
C) paired samples t test.
D) ANOVA.
E) departmental means test.
While the interviewer asked for Karen’s monthly gross salary, Karen told him her
monthly net salary. Which of the following is evident here?
A) respondent distraction
B) respondent guessing
C) fatigue-related mistakes
D) respondent misunderstanding
E) nonresponse