Researchers enter the realm of the decision maker when they ________.
A) make an appointment no less than 2 weeks in advance
B) state the facts
C) send an invoice for professional services they have redeemed
D) explain the research design
E) give justification for a recommended course of action over others
________ is the extent to which a cause, X,and an effect, Y,occur together or vary
together in the way predicted by the hypothesis under consideration.
A) The time order of occurrence of variables
B) The role of evidence
C) Concomitant variation
D) The elimination of other possible factors
According to the text, the typical focus group costs the client about ________.
A) $400
B) $2,000
C) $4,000
D) $6,500
E) $10,000
Which of the following types of questions should the supervisor NOT ask when
validating an interview with a respondent?
A) length of the interview
B) a complex and sensitive survey question
C) reaction to the interviewer
D) basic demographic data
E) quality of the interview
All of the following are examples of words that are often considered confusing to
respondents EXCEPT:
A) usually.
B) normally.
C) frequently.
D) definitely.
E) sometimes.
According to the text, ________ are an economical and quick source of background
information.
A) primary data
B) virtual data
C) secondary data
D) observational data
E) A and B
According to the text, ________ direct respondents to different places in the
questionnaire based on their response to the question at hand.
A) branching questions
B) leading questions
C) double-barreled questions
D) filter questions
E) break-out questions
All of the following are types of tests of differences EXCEPT:
A) one sample.
B) two independent samples.
C) paired samples.
D) more than two samples.
E) unitary samples.
Which of the following is NOT a primary use of scanner volume-tracking data?
A) forecasting trends
B) price tracking
C) modeling
D) effectiveness of in-store modeling
E) B and C
If the distribution is asymmetric and the variable is measured on a nominal scale, the
________ should be used as a measure of location.
A) mean
B) mode
C) median
D) maxima
E) trend
________ is a centralized database that consolidates company-wide data from a variety
of operational systems.
A) Syndicated service
B) Bibliography
C) Competitive intelligence
D) Standard Industry Classification (SIC) system
E) Data warehouse
In a department store project, numbers 1 through 10 were assigned to the 10 stores
considered in the study. Suppose, store number 9 referred to Sears and store number 6
referred to Neiman Marcus. Using this information, which of the following statements
is true?
A) Sears is in some way superior or inferior to Neiman Marcus.
B) It is meaningful to state that the number of the average store is 5.5.
C) Both A and B are true.
D) None of the above statements are true.
The most commonly used technique for fitting a straight line to a scattergram is the
________.
A) most-squares procedure
B) analysis of variance
C) least-squares procedure
D) correlation equation
E) sum of squared errors
________ indicates that some differences exist between some of the treatment groups.
A) Decomposition of the total variation
B) Predisposed total variation
C) Total analysis of variation
D) Significance of the overall effect
E) Divergent validity
All of the following represent main methods used by syndicated services to collected
data EXCEPT:
A) focus groups.
B) surveys.
C) panels.
D) scanners.
E) audits.
Which of the following is NOT a weakness of stratified sampling?
A) difficult to select relevant stratification variables
B) not feasible to stratify on many variables
C) expensive
D) A and C only
E) A, B, and C are weaknesses of stratified sampling.
Outside marketing research companies hired to supply marketing research data are
called ________.
A) horizontal suppliers
B) vertical suppliers
C) external suppliers
D) internal suppliers
E) full-service suppliers
All of the following are elements that describe descriptive research EXCEPT:
A) it is based on data that is collected using small, nonrepresentative samples.
B) it is based on a clear statement of the problem.
C) it is based on specific hypotheses.
D) it is based on specification of the information needed.
E) data are collected in a structured fashion.
The final step involved in conducting bivariate analysis is ________.
A) estimation of parameters
B) significance testing
C) examination of residuals
D) prediction accuracy
E) standard regression coefficient
Which of the following types of incentives is included with the survey or questionnaire?
A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) Hollywood incentive
In a short essay, discuss split-half reliability and discuss the use of a coefficient alpha.
According to the text, thet distribution is similar to the ________ in appearance.
A) parallel distribution
B) normal distribution
C) vertical distribution
D) horizontal distribution
E) chi-square distribution
Advantages of depth interviews over traditional focus groups include all of the
following EXCEPT:
A) richer discussion of sensitive topics.
B) deeper insights about underlying motives.
C) less social pressure to conform.
D) scheduling of respondents.
E) cost per respondent.
________ involves merging internal customer data with external geographic,
demographic, and lifestyle data on the same customers.
A) Geo-demographic coding
B) Syndicated coding
C) Psychographic coding
D) Computer mapping
E) Construction coding
An important aspect of supervision is ________, which attempts to insure that the
interviewers are strictly following the sampling plan rather than selecting sampling
units based on convenience or accessibility.
A) questionnaire design
B) sequential coding
C) sampling control
D) pretesting
E) insurance
________ is the last step in the marketing research project.
A) Data collection
B) Questionnaire coding
C) Data analysis
D) Research design
E) Report preparation and presentation
A question that gives the respondent a clue as to what the answer should be is called
a(n) ________.
A) filtered question
B) double-barreled question
C) leading question
D) open-ended question
E) clue question
Statistical techniques appropriate for analyzing data when there is a single measurement
of each element in the sample are called ________.
A) univariate techniques
B) multivariate techniques
C) random techniques
D) parallel techniques
E) uniform techniques
Which statement is not true about the interval scale?
A) Numerically equal distances on the scale represent equal values in the characteristics
being measured.
B) Both the zero point and the units of measurement are arbitrary.
C) Only proportionate transformations of the form y = bx, where b is a positive constant
are allowed.
D) All of the above are correct.
Which statement is not true concerning thet distribution?
A) Compared to the normal distribution, the t distribution has more area in the tails and
less in the center.
B) As the number of degrees of freedom increases, the t distribution approaches the
normal distribution.
C) Thet distributions are skewed to the left.
D) The population variance is unknown and is estimated by the sample variance s2.
The ________ is a national measure of satisfaction with quality that provides a resource
for examining the differences in satisfaction among customers of different industries by
their demographic and socioeconomic characteristics.
A) Arbitron Rating Index
B) American Customer Satisfaction Index
C) Nielsen panel Index
D) American Regulated Index
E) J. D. Power Loyalty Index
Accounting records, sales reports, and internal experts are typical sources of internal
secondary data.
In which of the following projective techniques is the respondent presented with a
verbal or visual situation and asked to relate the feelings and attitudes of other people to
the situation?
A) association technique
B) completion technique
C) construction technique
D) evaluation technique
E) expressive technique
According to the text, pretests are best done by ________ interviews.
A) telephone
B) electronic
C) mail
D) personal
E) online