A random sample of 5,000 households are selected for interviews with the following
results: – 1,010 completed interviews
– 864 refusals by the respondent
– 3,126 no answer/not at home The response rate is
a. 19%.
b. 20%.
c. 36%.
d. 38%.
e. 51%.
Which of the following are advantages of stratified over simple random sampling?
a. Ensures adequate representation from each stratum of interest.
b. Can produce more precise sample statistics.
c. Allows for the comparison of variables between strata.
d. Takes advantage of homogeneity within groups.
e. All of the above.
The magnitude of the Pearson correlation coefficient indicates the direction of
association, while its sign indicates the strength of the association.
a. True
b. False
The key feature that distinguishes focus groups from depth interviews is:
a. Group interaction.
b. The presence of a researcher.
c. The expertise of the participant(s)
d. The time required to do one.
e. All of the above are correct.
Indicate the CORRECT statement among the following.
a. The concept of causality is simplistic in nature.
b. If X causes Y, Y is certain to happen given that X occurs.
c. Given that X causes Y, it is possible that X may not be the sole cause of Y.
d. If X occurs before Y, then X is the sole cause of Y.
e. Causal designs are effective for generating initial hypotheses about relationships
between variables.
How can it be determined if an experiment is valid (both internally and externally)?
a. The observed change in the dependent variable is in fact due to the experimental
variable.
b. The results of the experiment apply to the general population outside the
experimental setting.
c. The results do not account for the effects of extraneous variables.
d. Both a and b are correct.
e. a, b, and c, are all correct.
You should use the highest level of measurement possible when developing a measure
for some attribute because
a. higher levels have more properties.
b. there are more kinds of analysis available than at lower levels of measurement.
c. it is easier to use higher levels of measurement.
d. Both a and b.
e. None of the above; you should use the lowest level of measurement possible when
developing a measure for some attribute.
Which type of primary data refers to what people do and do not know or believe about
some product, brand, company or advertisement?
a. Personality/Lifestyle
b. Awareness/Knowledge
c. Demographic/Socioeconomic
d. Attitudes
e. Behavior
Which of the following is not one of the phases of the Marketing Research Process?
a. Data Collection
b. Research Configuration
c. Information Reporting
d. Problem Definition
e. Data Analysis
Which of the following is a life-style characteristic?
a. Social class
b. Interests
c. Attitudes
d. Home ownership
e. Age
Which of the following does NOT lead to response bias?
a. Errors in asking questions
b. Errors in recording answers
c. Errors in probing when additional information is required
d. Errors due to cheating
e. A poorly specified sampling frame
When a computed z-value (for a test for differences between two percentages), say
4.51, is larger than the standard
z-value, say 1.96, then this amounts to
a. support for the null hypothesis; the two percentages are different.
b. no support for the null hypothesis; the two percentages are not different.
c. support for the null hypothesis; the two percentages is not different.
d. no support for the null hypothesis; the two percentages are different. e. None of the
above.
In the randomized response model, which of the following questions would NOT be
appropriate for pairing with this question: “Have you ever shoplifted?”
a. “Were you born prior to 1960?”
b. “Do you cheat on your income taxes?”
c. “Is your birthday in September?”
d. “Are you male or female?”
e. All of the above could be paired with the question.
You are the product manager for Buckstars Coffee, a nationally distributed brand.
Buckstars has been declining in absolute level of sales for the last four consecutive
months. You ask the marketing research department to do a study to determine why
sales have declined. The most appropriate research strategy is:
a. An experimental study.
b. A field experiment followed by an exploratory study.
c. An experimental study followed by a descriptive study.
d. An exploratory study.
e. A descriptive study involving a field survey of actual and potential customers.
Which of the following statements does NOT describe a probability sample?
a. Some members of the population have a zero chance of being included in the sample.
b. Each member of the population has a known chance of being included in the sample.
c. Each member may not have an equal chance of being included in the sample.
d. A member’s probability of inclusion is determined by the specific, procedure that is
used to select sample elements.
e. The concept of sampling distribution is crucial.
The basics of the sampling plan used in the research project are typically presented in
the of the written report.
a. Summary
b. Conclusions and Recommendations
c. Method
d. Introduction
e. Appendix