“Deliverables” are the information and documents to be given to the client at the
conclusion of the project.
Researchers have one choice for collecting their data: hire a data collection agency.
A report prepared for top management should emphasize the operating details.
A projective technique in which respondents are asked to play the role or assume the
behavior of someone else is called sentence completion.
Reliability refers to the extent to which a scale produces valid results if repeated
measurements are made.
An interval scale is a scale in which the numbers are used to rate objects such that
numerically equal distances on the scale represent equal distances in the characteristic
being measured.
In bivariate regression, the null hypothesis is that no linear relationship exists between
X and Y, or H0: β1 = 0.
Graphical models are used to isolate variables and to suggest directions of relationships
but are not designed to provide numerical results.
It is not possible to conduct correlation and regression analysis if the data collected in
social media are qualitative in nature.
Use of a formal questionnaire that presents questions in a prearranged order is called
structured data collection.
“Usually,” “normally,” and “frequently” are examples of words that are oftentimes
considered confusing to respondents.
When little is known about the problem situation, it is desirable to begin with
descriptive research.
Significance testing involves testing the significance of the overall regression equation
as well as specific partial regression coefficients.
Responses given because the respondents attempt to guess the purpose of the
experiment and respond accordingly are called demand artifacts.
A limited number of operational staff or field-workers, as few as two or three, may be
assigned to a social media project.
Problem-identification research involves going below the surface to identify the true
underlying problem that the marketing manager is facing.
In marketing research, ordinal scales are used to measure market share.
The manipulation of one or more independent variables is a characteristic of causal
research.
A construct is more abstract than everyday concepts.
The target population should be defined in terms of elements, sample units, extent and
time frame.
The results of business-to-business research should be presented in such a way that
respondents can be identified and linked to specific comments and findings.
A time series design that includes another group of test units to serve as a control group
is called a multiple time series design.
Problem-identification research is typically used to address pricing issues.
A census can greatly decrease nonsampling error.
Many social sites today present an excellent platform for allowing researchers the
widespread ability to disseminate questionnaires.
A type of research design involving the one-time collection of information from any
given sample of population elements is called longitudinal design.
The services of full-service suppliers can be categorized into syndicated, customized,
and Internet services.
The structured and direct form of questioning on social media has consumers willing to
project their underlying thoughts, motivations, and feelings regarding the issues of
concern.
A projective technique in which respondents are presented with a number of incomplete
sentences and asked to complete them is called sentence completion.
A complete enumeration of the elements of a population or study object is called a
sample.
Errors that can be attributed to sources other than sampling are called nonsampling
errors.
If statistical estimation of sample size is at all attempted, it should be realized that the
estimates of the population variance don’t vary from country to country.
The covariance correlation is the most widely used statistic that summarizes the
strength and direction of association between two metric variables.
The t distribution is a symmetric bell-shaped distribution that is useful for small sample
testing.
Report preparation and presentation is the last step in the marketing research project.
The third component of the conceptual map is “Therefore, we should study (topic).”
An analysis of social media content can provide guidance on the type of scaling
techniques, comparative or noncomparative, to use.
Verbal models are often a summary or restatement of the main points of the theory.
When repeating a project for a previous client, a research proposal is not necessary.
All of the following are examples of convenience sampling EXCEPT:
A) expert witnesses used in court.
B) use of students, church groups, and members of social organizations.
C) department stores using charge account lists.
D) tear-out questionnaires included in a magazine.
E) mall intercept interviews conducted without qualifying respondents.
The ________ should be used as a measure of location if the distribution is asymmetric
and the variable is measured on an ordinal scale.
A) mean
B) mode
C) median
D) maxima
E) ranking order
Using the set of symbols commonly used in marketing research to denote experimental
designs, which symbol below represents the exposure of a group to an independent
variable, treatment, or event the effects of which are to be determined?
A) T
B) O
C) X
D) R
Exploratory research should NOT be used for which of the following situations that
Adidas may face ________.
A) to understand purchase and consumption behavior of heavy users of athletic shoes
B) to understand the positive impact of celebrity endorsements on its image
C) to investigate the reasons why Adidas has a lower market share as compared to Nike
in the United States
D) to develop a profile of the target market in order to make advertising placement
decisions
E) to develop hypotheses – Are heavy users of athletic shoes more brand conscious than
light users?
Purchase panel respondents like those on NPD’s Online Panel provide detailed
information on all of the following EXCEPT:
A) brand and amount purchased.
B) price paid.
C) special deals used.
D) store where purchased.
E) All of the above are provided by those NPD respondents.
Which of the following comparative scaling techniques has an absolute zero and is
sometimes treated as metric?
A) rank order scaling
B) constant sum scaling
C) paired comparison scaling
D) semantic differential scaling
E) zero scaling
Which of the following is a type of validity that examines whether the measurement
scale performs as expected in relation to other variables selected as meaningful criteria?
A) content validity
B) criterion validity
C) construct validity
D) coefficient validity
E) Type II validity
According to the text, the ________ is a statistic that describes a location within a data
set.
A) measures of location
B) measures of variability
C) measures of association
D) measures of relativity
E) measures of position
A broad statement of the general problem and identification of the specific components
of the marketing research problem is called ________.
A) problem correction
B) problem definition
C) hypotheses generation
D) problem audit
E) project conceptualization
The critical value for a one-tailed z-test, given a significance level of 0.05, would be
________.
A) either -1.96 or 1.96
B) either -4.0 or 4.0
C) either -1.25 or 1.25
D) either -1.71 or 1.71
E) either -1.645 or 1.645
According to the text, ________ are the primary means of obtaining information about
consumers’ motives, attitudes, and preferences.
A) surveys
B) focus groups
C) secondary research
D) experiments
E) in-depth interviews
In cases where the population standard deviation is unknown, it is estimated by the
sample standard deviation. In this case, the standard error of the mean becomes:
A) mean / proportion
B) standard variate / standard deviate
C) the z-value
D) p (1 – p)
E) sample standard deviation / square root of sample size
According to the text, comparative scaling is sometimes referred to as ________.
A) metric scaling
B) random scaling
C) monadic scaling
D) nonmetric scaling
E) none of the above
The two sets of degrees of freedom in which theF distribution depends on are the
degrees of freedom in the ________ and the degrees of freedom in the ________.
A) sample; questionnaire
B) numerator; denominator
C) variance; standard deviation
D) t-test; F-test
E) matrix; contingency table
According to the text, ________ are logical, preliminary steps to developing
mathematical models.
A) theoretical models
B) verbal models
C) technological models
D) graphical models
E) durable models
All of the following are steps involved in the data-preparation stage of collected data
EXCEPT:
A) editing.
B) coding.
C) transcribing.
D) collecting.
E) initial inspection.
Which of the following practices might be unethical?
A) the use of secondary data alone when the research requires primary data collection
B) the client is billed a fixed fee for the project
C) the unnecessary collection of expensive primary data when the research problem can
be addressed based on secondary sources alone
D) both A and C are correct
Common examples of ordinal scales include all of the following EXCEPT:
A) quality rankings.
B) ranking of teams in a tournament.
C) educational levels.
D) social security numbers.
E) C and D
Which of the following is NOT a characteristic of a management decision problem?
A) focuses on symptoms
B) asks what the decision maker needs to do
C) is action oriented
D) focused on the underlying causes
E) A and C
The percentage of the total attempted interviews that are completed is referred to as
________.
A) sample control
B) response rate
C) social desirability
D) interviewer bias
E) cooperation rate
Which of the following is NOT considered an uncontrollable environmental factor?
A) competition
B) social and cultural factors
C) political factors
D) promotion
E) economy
________ are general business sources of external secondary data that provide brief
descriptions of companies, organizations, or individuals.
A) Guides
B) Indexes and bibliographies
C) Directories
D) Nongovernmental statistical data
E) Standard Industrial Classification (SIC) codes
Which of the following is (are) a type(s) of scanner data that is currently available?
A) scanner panels
B) modular data
C) volume-tracking data
D) scanner panels with cable TV
E) A, C and D
________ is a type of conclusive research whose major objective is to obtain evidence
regarding cause-and-effect relationships.
A) Descriptive research
B) Causal research
C) Exploratory research
D) Subjective research
E) Conditional research
In a short essay, list and discuss the two types of general surveys used to collect
syndicated data.
The collection of product movement data for wholesalers and retailers is called
________.
A) an audit
B) a panel
C) a survey
D) a focus group
E) a movement exam
Which of the following elements of a research proposal is usually at the very
beginning?
A) problem definition
B) executive summary
C) approach to the problem
D) research design
E) analysis plan
Data should be arranged in a table to emphasize the most significant aspect of the data.
Which of the following describes information services offered by marketing research
organizations that provide information from a common database to firms that subscribe
to the service?
A) syndicated services
B) primary services
C) secondary services
D) modular services
E) online services
The thorough and extensive check for consistency and treatment of missing responses is
called ________.
A) validating
B) transcribing
C) data cleaning
D) key punching
E) editing
Large, representative samples are used to collect data that are analyzed with statistical
techniques for which of the following types of research designs?
A) subjective research
B) exploratory research
C) conclusive research
D) observational research
E) supporting research