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A marketing researcher is meeting with a manager who has identified a problem.
During the initial meeting, the researcher asks, "why do you think this situation has
occurred?" How many times is it recommended for the researcher to ask "why" to dive
deeper into possible causes of the problem?
a. Two
b. Five
c. Three
d. One
e. Four
The confidence interval is
a. a measure of the variation in responses for continuous measures.
b. the level of error related to the probability of rejecting the null hypothesis.
c. a counting of the number of cases that fall into the various response categories.
d. a projection of the range within which a population parameter will lie at a given level
of confidence based on a statistic obtained from an appropriately drawn sample.
e. the arithmetic mean value across all responses for a variable.
All other variables held constant, a 95% confidence interval will give us a narrower
range than will a 99%
confidence interval.
a. True
b. False
Which of the following would NOT benefit from causal research?
a. Measuring customer satisfaction.
b. Determining which version of a product to offer.
c. Identifying which package design to use.
d. Determining which advertising campaign is most effective.
e. Deciding which price to charge.
"Please indicate your opinion on congressional spending and tax reform." This question
a. would be a good opening question for a survey.
b. uses the funnel approach.
c. contains an implicit assumption.
d. is double-barreled.
e. is dichotomous.
The research proposal:
a. Is used primarily to summarize the problem definition process.
b. Does not include proposed research methods.
c. Provides the researcher another opportunity to make sure that the proposed research
will provide information needed to address the decision problem.
d. Should be no longer than two (2) pages.
e. Cannot be changed once it has been accepted by the manager.
Use of a computer-assisted telephone interview means that
a. preliminary tabulations of responses are available almost immediately, because the
data are already stored in memory.
b. key information that the respondent has given early in the interview can be used to
tailor the questionnaire to that individual.
c. personal interviews need to be conducted at central locations rather than door to door
because of the need for electronic hook-up.
d. Both a and b.
e. a, b, and c.
Causal research is used to discover ideas and insights in the process of defining the
decision problem.
a. True
b. False
Which of the following is FALSE?
a. It is true about psychological measurement that the situation in which the
measurement is obtained can affect the score obtained.
b. Random error is also known as constant error. This is due to the fact that there are
typically an equal number of positive and negative errors that yield a constant sum.
c. The validity of a measurement instrument refers to the extent to which differences in
scores reflect true differences among entities on the characteristic that the instrument
seeks to measure.
d. Both a and b.
e. a, b, and c.
In judging whether a proposed action is ethical or not, it is necessary to adopt one or
more moral reasoning frameworks. Which of the following is NOT one of the
frameworks presented in chapter 2?
a. Justice
b. Pragmatic
c. Utility
d. Rights
e. All of the frameworks listed above were discussed in chapter 2.
The location of personal interviews depends on the needs of the research and the
convenience of the respondents.
a. True
b. False
