The use of marketing research to monitor marketing performance takes place prior to
implementing marketing strategies.
Large sample size bias refers to a belief that sample size determines a sample’s
representativeness.
The primary advantage of laboratory experiments is that they allow the researcher to
control the effects of extraneous variables.
Descriptive analysis allows a researcher to draw conclusions about the population based
on information in the dataset provided by the sample.
Complex variables are those that have some effect upon the dependent variable, but are
not independent variables.
Clients are less concerned about the method and analytical tools used by the researcher,
which places greater importance on writing a report that is relevant to the decisions the
client must make.
The z value associated with a 95 percent confidence interval is either ±1.96.
A letter of transmittal is used to release or deliver the document to an organization for
which you are not a regular employee.
Response rate is calculated as the number of units in the sample divided by the number
of completed interviews.
In a mail survey, the introduction is normally provided in the “cover letter.”
Focus group reports must translate the qualitative statements of participants into
categories and then report the degree of consensus apparent in the focus groups.
In the chi-square analysis, the greater the differences between the observed frequencies
and the expected frequencies, the less likely it is that there will be a statistically
significant relationship.
Even a single word can alter the responses to a question on a survey.
Nonsampling error is defined as all errors in a survey except those attributable to the
data gathering and data interpretation.
Which of the following professional organizations is devoted to improving the quality
of the marketing research industry and to ensuring the future of the marketing research
profession?
A) AMA (American Marketing Association)
B) MRA (Marketing Research Association)
C) QRCA (Q Research Council & Association)
D) AAPOR (American Association for Public Opinion Research)
E) CASRO (Council of American Survey Research Organizations)
The marketing research industry has a certification program for marketing researchers,
and this certification program is hosted by:
A) American Marketing Association.
B) Research Certification Board.
C) Marketing Research Corporation.
D) Marketing Research Association.
E) Association of Specialized and Professional Accreditors.
The target population for the U.S Census is:
A) all households in the United States.
B) as many people as can be convinced to fill out the survey.
C) a certain percentage of the population.
D) an equal number of people from each region of the United States.
E) an equal percentage of people from each region of the United States.
The largest marketing research firm in the world is:
A) Arbitron Inc.
B) Burke, Inc.
C) SymphonyIRI Group, Inc.
D) Nielsen Holdings N.V. Co.
E) Ipsos SA.
Regarding calculating the probability of including a sample unit in a probability sample,
which of the following is most accurate?
A) It can be determined with a high level of accuracy.
B) Practically speaking, it may be impossible to calculate the probability precisely.
C) If it cannot be calculated precisely, then the sample is not to be considered a
probability sample.
D) Precise estimates are known and may be found in statistical tables.
E) Only professional statisticians can determine the accuracy.
In recent years, marketing researchers have come to view themselves as staff members
who supply management with information, and information generated by their
marketing research “tools.” Marketing researchers, when confronted with a problem,
determine which of their “tools” should be applied. This situation was discussed in your
text and represents:
A) a demise in the significance of research, in that the tools are too quickly applied
instead of the researchers being involved in making strategy decisions for the firm.
B) an objective method of conducting research that allows sophisticated tools to
provide answers without researchers’ subjectivity.
C) the state of the art of marketing research, and is a good sign that the industry has
been capable of designing the proper tools to solve client problems.
D) marketing research using only quantitative or qualitative research.
E) marketing researchers, who are to be commended for behaving as staff members,
which keeps overhead low.
In a straight-line formula, the intercept is 4, the slope is 2, and the independent variable
is 6. The predicted variable’s level is:
A) 12.
B) 14.
C) 16.
D) 18.
E) 26.
By applying the finite multiplier it is possible to:
A) reduce the population and achieve the same accuracy level.
B) reduce the sample size or achieve the appropriate accuracy level.
C) reduce the sample size and achieve the same accuracy level.
D) reduce the accuracy level and maintain the same sample size.
E) None of the above; there is no “finite multiplier.”
A boat manufacturer wishes to use secondary data to locate cities that may offer good
market potential for its yachts. It needs cities with average incomes exceeding $75,000.
However, the secondary information source found the income category of $50,000 and
over. This represents:
A) differing class definitions of the data.
B) a mismatch of the units of measurement.
C) outdated data.
D) data having high credibility.
E) incompatible reporting units.
To speed things up during a survey, Eliza frequently influences her respondents to get
the desired responses. Which form of data collection error is evident here?
A) respondent distractions
B) nonresponse
C) leading the respondent
D) interviewer misunderstanding
E) respondent fatigue
A(n) ________ helps managers recognize failures to meet objectives.
A) control system
B) market opportunity analysis
C) opportunity identification system
D) control system for monitoring objectives
E) system for monitoring non-sampling errors
Which of the following are warnings that the textbook authors give regarding
regression analysis?
A) It is complicated and requires large computer memory.
B) It does not give you cause-and-effect statements, and it is expensive to run.
C) It does not give you cause-and-effect statements, and the text’s coverage of
regression analysis only scratches the surface of this topic.
D) It is expensive, and you should not apply regression to predict data outside the
boundaries of the data used to develop the regression model.
E) No warnings are given.
Karl Pittman commissioned a research project from the research firm of ADVICE, INC.
The results of the project will be presented in a court case and Karl wonders if the
opposing lawyers in the trial will question whether or not the telephone calls, used to
collect the data, were actually made. Sue Miller, project director at ADVICE, INC., had
thought ahead and verified that the interviews were actually conducted. She used the
standard industry method for verification. Which of the following did she use?
A) use an interviewer only one time
B) call back a sample of the interviewer’s respondents to verify that they were
interviewed
C) have all interviewers take polygraph tests on a regular basis
D) pay interviewers to watch their peers
E) put video cameras in all work stations
A sampling method that separates the population into different subgroups and then
samples one or some of these subgroups is:
A) cluster sampling.
B) simple sampling.
C) stratified sampling.
D) systematic sampling.
E) grouped sampling.
Dexter learns of a breakthrough in solar panel technology from an online science
magazine. Dexter collects as much secondary information as he can on the topic of
interest and comes up with some very interesting solar panel application ideas that are
presently not in use but can be introduced with the help of the breakthrough technology.
Dexter considers hiring a marketing research firm. In the above scenario, Dexter has:
A) identified a problem through the control process.
B) identified an opportunity.
C) identified a symptom.
D) used a hypothesis to determine the need for research.
E) realized the value of research information.
Which type of scale measure contains bipolar descriptors such as “hot-cold,” “wet-dry,”
“convenient-inconvenient,” and so on?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) graphic intensity
E) agreement scale
If we are using the sample size formula to be used when estimating a mean and we are
trying to determine s, we are trying to indicate:
A) the pq population mean.
B) the variability in the population represented by the standard deviation.
C) the sample size.
D) the allowable error represented by the standard deviation.
E) None of the above; the formula does not have an s.