Surveys involve interviews with a large number of respondents using a predesigned
questionnaire.
Causal research, undertaken to help recognize causes and effects, is usually carried out
through experiments.
True experimental designs do not have to resort to relying on experimental and control
groups.
Andy was a senior in college, majoring in marketing. He received a call to participate in
a survey on behalf of a company that was targeting graduating seniors. At the end of the
survey, Andy was asked for the name of a friend who was also a senior in marketing.
This is an example of a referral sample.
The SPSS command for running multiple regression is: ANALYZE; REGRESSION;
LINEAR.
In stratified sampling, the population is separated into different subgroups, and then
samples are taken from all of the subgroups.
Sampling error is the difference between the sample findings and the findings that the
client expected to have prior to the survey.
The advantage of discontinuous panels is that they represent a large group – people,
stores, or other entity making up the panel – that is agreeable to providing information.
There is nothing wrong with the following question: “Do you believe Nichols Seafood
Restaurant has good prices and service?”
A scale that is simply “yes” or “no” is said to have origin.
A key advantage of a packaged service is the shared costs among many firms of the
data that are collected.
Test marketing is the phrase commonly used to indicate an experiment, study, or test
that is conducted in a field setting.
In sample size formulas, the symbol “e” stands for:
A) estimated parameter or desired confidence level.
B) acceptable population equation.
C) estimated statistic or desired variability.
D) estimated confidence interval.
E) acceptable sample error.
Which of the following requirements of differences means that the marketer can focus
various marketing strategies and tactics, such as product design or advertising, on the
market segments to accentuate the differences between the segments?
A) actionable
B) meaningful
C) stable
D) statistically significant
E) different
The primary disadvantage of Apps mobile data collection is that:
A) reporting lags data collection activity significantly.
B) logic cannot be easily incorporated.
C) specific types of data, such as location-based information and barcode scans, cannot
be captured easily.
D) they must be developed for each operating system.
Borrowed from anthropology, which type of research listed requires marketing
researchers to directly observe, interview, and audio and video record consumers over
time?
A) role-playing research
B) ethnographic research
C) ecological research
D) qualitative-immersion research
E) quantitative-immersion research
A(n) ________ occurs when a gap exists between what did happen and what could have
happened.
A) sampling error
B) symptom
C) opportunity
D) problem
E) non-sampling error
Plagiarism is derived from a Latin word for:
A) paper taking.
B) plain theft.
C) kidnapping a Roman citizen’s slave.
D) kidnapping paper thoughts.
E) copying others’ words.
________ analysis determines the strength and direction of relationships between two
or more variables.
A) Differences
B) Association
C) Predictive
D) Inference
E) Descriptive
The Acme Research firm decides to use a technique that requires a person to place
herself in a decision-making setting and to verbalize everything she considers in
making the decision. Which qualitative technique will she be using?
A) in-depth interview
B) protocol analysis
C) probing question survey
D) role-playing activity
E) value salience analysis
Firms that specialize in collecting data are called:
A) data storage firms.
B) lab service firms.
C) market segment data specialists.
D) field services firms.
E) data labs.
What type of panel asks the panel members the same questions on each panel
measurement?
A) inquisitional panel
B) discontinuous panel
C) repeatability panel
D) continuous panel
E) exploratory panel
Researchers applied multiple regression analysis to study mobile phone service in
Thailand, using overall satisfaction as the dependent variable. Standardized betas for
independent variables were calculated. Of those listed below, which is the most
important factor for a Thai mobile phone company trying to increase its
competitiveness?
A) quality of service, standardized beta =.139
B) promotions by the company, standardized beta =.158
C) innovativeness by the company, standardized beta =.060
D) social status of the company brand, standardized beta =-.013
E) customer service quality, standardized beta =.155
The process of searching for and interpreting EXISTING information relevant to the
research problem can be described as:
A) an experience survey.
B) causal analysis.
C) exploitive research.
D) exhaustive research.
E) secondary data analysis.
Pie charts are particularly useful for illustrating:
A) relative size or static comparisons.
B) items over time.
C) detail.
D) relationships found in the data.
E) ratio-scaled data.
Tata Motors of India is marketing a new vehicle that retails for only $2,200. The vehicle
will carry two persons and has a body made of fiberglass. It is designed in component
parts so that if a part is broken, you can easily disassemble the part and replace it with a
new one ordered from Tata. Tata realizes that it will take some time for countries to
allow the small vehicle on public roads due to safety requirements. However, Tata sees
an immediate market among business firms who need inexpensive yet reliable vehicles
to transport personnel around large manufacturing or warehousing facilities. One Tata
manager stated: “Ninety percent of the time, company cars are used to transport only
one or two persons and much of their travel is confined to the plant premises. The new
Tata vehicle will not replace the large company cars but can reduce the number of
company cars a firm must buy by a substantial amount, thus saving tremendous
amounts of money.” Executives at Tata are interested in a sales estimate in Great
Britain, their first targeted market outside of India. They will construct a sales forecast
based upon a survey of companies and they know that demand will vary substantially,
depending on the size of the company. Small firms will not want any vehicles,
medium-sized firms may want about 5 or 10 vehicles, and large firms may want 20 to
100 vehicles. Secondary data is available that allows Tata to identify all firms in Great
Britain and to know the size of the firm. If a survey is conducted to predict demand for
the new Tata vehicle among business firms, which of the following sampling methods
would be most appropriate?
A) simple random sample
B) judgment sample
C) stratified sample
D) cluster, area sample
E) systematic sample
Which of the following standardized information services firms is developing a device
that will automatically record media (radio, TV, or web pages) to which a person is
exposed?
A) ACNielsen
B) Information Resources, Inc.
C) CGM
D) Arbitron
E) AllMediaRecording, Inc.
________ are concerned with depicting the typical difference between the values in a
set of values.
A) Cross-tabulations
B) Multiple regressions
C) Standard deviations
D) Measures of variability
E) Frequency distributions
An “educated guess” as to who should represent the population is required for:
A) convenience samples.
B) purposive samples.
C) quota samples.
D) referral samples.
E) hypothetical samples.