Variability (standard deviation) of a population where a mean is being estimated may be
estimated by dividing the range by 6.
Descriptive research is often carried out at the outset of research projects.
In evaluations conducted on the performance of the marketing research industry, the
conclusions have been consistent in saying that the industry is plagued with so many
problems that it has not been able to operate at any level other than “unsatisfactory.”
In most cases, internal suppliers of marketing research also purchase research from
external suppliers.
In regression, the line that runs through the points on a scatter diagram is positioned to
minimize the vertical distances away from the line of the various points because of the
least squares criterion.
Frito-Lay Lemonade is an example of a product extension which likely failed because
of poor marketing research information.
Online panel samples are popular, but there are lingering concerns about the true
representativeness of samples provided by panel companies.
General Mills has a research department that provides for the function of marketing
research at the company. This is an example of what we mean by an external supplier
firm.
Packaged services firms are marketing a process more than anything else. Examples
include standardized methods of measuring customer satisfaction or providing a system
for segmenting the market.
The confidence interval approach to determining sample size applies the concepts of
accuracy, variability, and confidence interval to create a “correct” sample size.
Stratified samples are most appropriate when the population is known to be ‘skewed.”
If you define a problem incorrectly, the error can be overcome through reconstruction.
There is nothing wrong with the following question: “Should people be allowed to
protect themselves from harm by using mace as a self-defense?”
Which of the following is NOT a basic type of statistical analysis?
A) differences analysis
B) association analysis
C) financial analysis
D) inferential analysis
E) descriptive analysis
An aid to the reader in finding specific information that serves to graphically portray
what is being said is referred to as:
A) list of appendices.
B) list of illustrations.
C) table of contents.
D) list of tables.
E) list of figures.
________ are meetings in which the supervisor introduces the survey and questionnaire
administration requirements to the fieldworkers.
A) Leading the respondents
B) Reward programs
C) Validation checks
D) Orientation sessions
E) Third-person techniques
Political Research Associates has been hired to conduct a survey to determine the
percentage of voters. If the election were held today, who would vote for Candidate X
for president? Candidate X has not even announced her candidacy for president and
there are no previous surveys that would indicate voter preferences. Still, Political
Research Associates must estimate the variability in the population in order to
determine the size of the sample they need for their survey for Candidate X. Which of
the following would be the wisest choice for estimating variability?
A) ±5 percent
B) p = 1.96
C) q = 100 percent, p = 50 percent
D) p = 50 percent, q = 50 percent
E) n = 51 percent, q = 49 percent
Which of the following refers to a measure of the variability in the sampling
distribution based on what is theoretically believed to occur if we were to take a
multitude of independent samples from the same population?
A) multiple variance analysis
B) variance
C) standard error
D) predictive analysis
E) sample statistic
What did the Marketing Research Association do in 2005 that changed the credentialing
of marketing research professionals?
A) They brought a lawsuit against several practitioners who were not qualified to
practice marketing research.
B) They required all practitioners to take a test on qualitative research methods.
C) They created the Professional Researcher Certification program.
D) They required all AACSB accredited colleges to offer a course in marketing
research.
E) Nothing has been done; one of the problems the industry has is that there is no
credentialing program.
When we make a prediction using multiple regression, we can apply a 95 percent
confidence interval around the predicted dependent variable by multiplying:
A) 1.96 times the standard error of the predictor.
B) 1.96 times the standard error of the estimate.
C) 2.58 times the standard error of the predictor.
D) 2.58 times the standard error of the estimate.
E) 1.96 times .95.
Which of the following SPSS commands allows you to run bivariate regression?
A) ANALYZE; BIVARIATE; REGRESSION
B) ANALYZE; REGRESSION; BIVARIATE
C) REGRESSION; BIVARIATE
D) ANALYZE; REGRESSION; LINEAR
E) REGRESSION; BIVARIATE; LINEAR
Determining the value consumers perceive in new products is a primary objective of:
A) target market selection.
B) product research.
C) pricing research.
D) promotion research.
When are laboratory experiments desirable?
A) when the sample should be representative of the population to which the results are
generalized
B) when the experiment’s context and conduct are natural so that the subjects behave
realistically
C) when the intent of the experiment is to achieve high levels of external validity
D) when the intent of the experiment is to achieve high levels of internal validity
E) when the intent is to achieve high external validity and moderate internal validity
Cameron has just finished reading the written report his assistant, Grace, completed for
an important client in the computer industry. Cameron thinks that the wording “just
doesn’t sound like Grace” and that he has read the material somewhere before. During
an Internet search, Cameron discovers a report that a rival company wrote several years
ago for another client in the computer industry. Grace has lifted entire paragraphs from
the rival’s report and placed them in her own. When confronted with the evidence,
Grace doesn’t understand “the big deal. It’s just the Internet. They wouldn’t have put it
on a website if they didn’t want us to use it.” Which of the following statements about
plagiarism would best refute Grace’s claims?
A) Plagiarism comes from the Latin word meaning to kidnap a Roman citizen’s slave.
B) APA gives guidelines for documenting websites.
C) The Internet is not public domain.
D) Plagiarism can get you fired.
E) Plagiarism is unethical.
The sample size determines:
A) representativeness.
B) accuracy.
C) representativeness and accuracy.
D) the population statistic value.
E) the mean generated from the sample statistic.
Which of the following were discussed by the authors as being ways that we may
characterize relationships?
A) presence, direction, concreteness
B) direction, strength, concreteness
C) presence, direction, strength
D) presence, strength, concreteness
E) presence, pattern, concreteness
Internal validity is concerned with which of the following?
A) the representativeness of the sample test units
B) the extent that the observed relationship between the independent variable and the
dependent variable is generalizable to the real world
C) the measurement of extraneous variables that are internal to the experimental setting
itself
D) the extent to which the change in the dependent variable was actually due to the
independent variable
E) the control of the complex variables not having an effect on the independent variable
Experience surveys are used in which of the following ways?
A) to search for and interpret existing information relevant to the research problem
B) to gather information from persons thought to be knowledgeable on the issues
relevant to the research problem
C) to review the available information about a former situation(s) that has some
similarities to the present research problem
D) to explore hidden consumer motives for buying goods and services by asking
participants to project themselves into a situation and then respond to specific questions
regarding the situation
E) to use surveys that the researchers have conducted in the past and, therefore, they
have experience in how to conduct and interpret the surveys
Wrangler® developed several different proposed advertisements. They then used
marketing research to test consumers’ preferences for the different promotional
messages expressed in the various ads. This is an example of which use of marketing
research?
A) identifying market opportunities and problems
B) generating, defining, and evaluating potential marketing actions
C) monitoring marketing performance
D) improving marketing as a process