Familiarity with a client can change the researcher’s recommendations.
Some marketing research studies are designed to find out what consumers’ problems are
and to assess the suitability of different proposed methods of resolving those problems.
Using the confidence interval formula for calculating sample size, the amount of
variability believed to be in the population must be estimated.
With the information used to construct a cross-tabulation table, a column percentages
table can also be constructed, but a row percentages table cannot.
A regression plane is the shape of the independent variable in multiple regression
analysis.
Values that are computed from information provided by a sample are referred to as the
sample’s parameter.
Statisticians have found that data do not meet the assumption of being normally
distributed with sample sizes of 300 or more.
The lifestyle inventory is a special application of the modified Likert scale. It measures
activities, interests, and opinions using the Likert question form.
A marketing decision support system is defined as collected data that may be accessed
and analyzed using tools and techniques that assist managers in decision making.
Reporting the first two scores (or the bottom two scores) in a table is referred to as
top-two box scores.
When managers have defined what they think the problem is and the decision that must
be made to
resolve it, the researcher has an obligation to help managers ensure they are defining the
problem correctly.
RFPs and ITBs are used by companies to get feedback from marketing research firms
on their research projects.
Which of the following is NOT an area of ethical sensitivity in planning research
design?
A) recommending a more costly design than is needed
B) designing a study in which data are collected for multiple clients
C) misrepresenting sampling methods
D) over- or under-estimating data collection costs
E) All of the above are areas of ethical sensitivity in planning research design.
The major reason to disguise a survey is:
A) to encourage response; if respondents don’t think they are participating in a survey
they are more likely to participate.
B) dependent upon the research objectives; the identity of the sponsor may bias the
results.
C) that it takes time and respondents do not care.
D) to violate the “Do not call” rule.
E) to avoid providing incentives.
In order to run a chi-square test using SPSS, the proper command sequence is:
A) ANALYZE; CHI-SQUARE; GO.
B) ANALYZE; SUMMARIZE; CROSSTABS; CHI-SQUARE.
C) ASSOCIATIONS; NONMONO; CHI-SQUARE.
D) ANALYZE; DESCRIPTIVE STATISTICS; CROSSTABS.
E) ASSOCIATIONS; STATISTICS; CROSSTABS.
An intention to purchase is an example of a:
A) research RFP.
B) research ITB.
C) hypothesis.
D) construct.
E) concept.
If you have five friends who tell you they all have had a great experience with their
purchase of a Chevrolet, and if you use this fact to decide to buy a Chevrolet, the form
of logic evident here is a(n):
A) median.
B) statistic.
C) inference.
D) variance.
E) parameter.
The population for a market research project in Iowa to determine the cleaning service
needs in companies would be defined as:
A) all the current clients in Iowa.
B) all the potential clients in Iowa.
C) all the companies in Iowa not interested in cleaning service.
D) individuals responsible for cleaning service in companies located in Iowa.
E) all companies in Iowa.
Statistical concepts such as t tests of differences and analysis of variance are forms of
________ analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive
Which data collection mode requires interviewers to “navigate around gatekeepers”?
A) gatekeeper interviewing
B) in-office interviewing
C) CATI and CAPI
D) CAPI and CATS
E) online surveys
Alyssa is organizing a written marketing research report for her client, Princess Jewelry.
Princess is a well-established company that wants to update its image and become more
“modern.” It has hired a number of younger “hot shots” from Ivy League business
schools. One of these “hot shots” asked Alyssa to conduct research to determine
whether or not Princess should expand into other countries. Which of the following
should she consider as she is constructing the report?
A) The president of Princess doubts the effectiveness of international firms and is leery
of Princess expanding.
B) The expansion task force will review the report first and then pass it on to the board
of directors.
C) Many members of the board of directors know little to nothing about the costs and
benefits of expansion.
D) A and C
E) all of the above
When given a data collection budget, a researcher’s choice of the data collection method
is:
A) enhanced.
B) limited to those methods falling within the budget.
C) not to be influenced by an arbitrarily determined budget.
D) flexible.
E) negotiable.
When it is determined that the research project will require primary data, secondary
data should:
A) be discarded.
B) not be collected as it will be a waste of resources.
C) be consulted anyway.
D) be utilized only if it conforms to the findings contained in the primary data.
E) be used only in cases where the primary data is not gathered using accepted industry
standards.
Coding questions refers to:
A) placing numbers on the questionnaire to facilitate data entry after the survey has
been conducted.
B) predetermining the responses; this makes report writing easier because the report
may be started early, although it is recognized that it will have to be modified once the
true results are reported.
C) coding is no longer used; it has been replaced totally by automated, computerized
interviewing software.
D) analysis methods for scaled-response questions only.
E) conducting a dry run of the survey to see which questions “work”.
Associative analyses determine whether stable relationships exist between:
A) costs and expenses.
B) two variables.
C) 12 or more variables.
D) marketing and sales.
E) statistics and results.
The only time coding is NOT fairly straightforward is when:
A) there are many questions on the questionnaire.
B) any time scaled-response questions are used.
C) there are questions for which there may be multiple responses.
D) closed-ended questions are used.
E) both open-ended and closed-ended questions are used.
Which of the following questions shows poor wording?
A) Do you always buy audio products from Bose?
B) How often do you buy audio products from Bose?
C) To what extent is price a concern for you?
D) What other audio companies did you consider when you purchased your stereo?
E) How often do you consult Consumer Reports when considering a major purchase?
For more than a decade, ________ has monitored industry trends, publishing an annual
report on data provided to the industry in terms of what techniques are being used as
well as what drives their use.
A) Burke Institute
B) GreenBook
C) American Association for Public Opinion Research (AAPOR)
D) Transparency Initiative
E) Industry Financial Survey
Which of the following is NOT true of nonprobability samples?
A) They are sometimes called “haphazard sampling.”
B) They can be prone to subconscious biases.
C) They use human intervention.
D) The chances of any one population member being selected into the sample can be
computed.
E) There is no way to determine the probability of a population member being selected
into the sample, even if the population size is known.
Sources of error that come from sources other than the sample selection method and
sample size are referred to as:
A) serious mistakes.
B) nonsampling errors.
C) errors caused by competitors.
D) errors caused by clients.
E) errors caused by statisticians.
Karen has just started her first research project for her new firm, Standard Research.
After meeting with the project team, Karen knows that the client, Cookies! Cookies!
Cookies! (C!C!C!), is interested in statistical analyses to help decide on a new cookie
flavor for their “healthy” line. C!C!C! needs to test whether the concept of the new
flavor sounds appealing; consumers do not actually need to taste the flavor. Which of
the following survey data collection methods should be used to best meet the client’s
needs?
A) telephone interview
B) mall intercept
C) in-office interview
D) in-home interview
E) mail survey
Screening questions are used to:
A) increase reliability by screening out respondents with inconsistent answers.
B) shield the true purpose of a question from a respondent.
C) determine whether or not a potential respondent qualifies to take part in a survey
based on certain selection criteria the researcher has deemed essential.
D) increase response rates by screening out unlikely respondents.
E) ensure that certain results will be achieved by choosing your respondents.