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Which of the following is NOT a problem with using a phone book for a sampling
frame?
a. Unlisted phone numbers.
b. Not all homes have phones.
c. Double counting homes with multiple phone numbers.
d. The phone book is always outdated.
e. All of the above are problems when sampling from phone books.
Sometimes research calls for a deeper look at the data by looking for differences or
relationships across groups, a technique known as .
a. Cross-tabulation
b. Cross-analysis
c. Cross-comparison
d. Cross-footing
e. Cross-calculation
One way of understanding structured data is as filling rows of data on a spreadsheet.
a. True
b. False
You have been called in as a consultant for the purpose of advising what sales volume
quotas for Brand A mouth wash should be established for each of ten sales districts that
collectively cover the continental United States. The quotas are to be set for the next
calendar year. This is PRIMARILY a(n)
a. exploratory study.
b. descriptive study.
c. lab experiment.
d. field experiment.
e. turnover analysis.
For which of the following is frequency analysis NOT useful?
a. Understanding the relationship between two variables
b. Communicating the results of a study
c. Determining the degree of item nonresponse
d. Locating blunders
e. Locating outliers
Some of the problems with using close-ended questions include which of the
following?
a. None of the possible response alternatives may capture the respondent's true beliefs.
b. Response categories must be truly exhaustive.
c. Response categories must be mutually exclusive.
d. Some respondents may not have an opinion.
e. All of the above.
The use of existing (secondary) data or the gathering of new (primary) data
characterizes which phase of the Marketing Research Process?
a. Data Collection
b. Research Configuration
c. Information Reporting
d. Problem Definition
e. Data Analysis
A researcher wishes to sample from a population in which two important segments
make up less than 2% of the population, but wishes to develop confidence intervals
describing their behaviors. Which type of sampling is most appropriate?
a. Stratified sampling
b. Convenience sampling
c. Systematic sampling
d. Simple random sampling
e. Judgment sampling
The study of selected examples of the phenomenon about which insights are needed is:
a. Benchmarking.
b. Ethnography.
c. Case analysis.
d. Data mining.
e. Depth interview.
Judgement samples are appropriate
a. in the early stages of research when ideas or insights are being sought.
b. when the researcher realizes the limitations of judgment samples.
c. when it is the only way to develop a sample of people who meet specific criteria that
don't occur frequently and/or cannot easily be observed.
d. All of the above.
e. Judgement samples are never appropriate.
A stratum chart is equivalent to a
a. pictogram.
b. divided bar chart.
c. pie chart.
d. line chart.
e. bar chart.
Nonresponse error represents
a. a measure of the difference between the size of the population and the size of the
sample.
b. the number of sampling units not contacted on the first attempt.
c. a random distribution of unanswered questions.
d. a failure to obtain information from sampling units.
e. a uniform distribution of uncontacted respondents.
A great source of "Voice of the Customer" (VOC) data is:
a. Structured
b. Mobile
c. Omni-transactional
d. Unstructured
e. Social
In indirect observation, the researcher is observing:
a. Behavior.
b. Intentions.
c. Results of behavior.
d. Consumers, without their knowing it.
e. Attitudes.
Which of the following types of probability samples does not require a complete list of
population elements by name in order to draw the sample?
a. Stratified sample
b. Systematic sample
c. Simple random sample
d. Cluster sample
e. Quota sample
Researchers typically use descriptive research for which of the following purposes?
a. To describe the characteristics of certain group
b. To determine the proportion of people who behave in a certain way c. To make
specific predictions
d. All of the above
e. Both A and B
Which of the following is a recommended strategy for handling missing data?
a. Eliminate case(s) with missing item(s) from all further analyses.
b. Eliminate the case with the missing item in analyses using the variable.
c. Substitute values for the missing items.
d. Contact the respondent again.
e. All of the above could be used.
Which type of bar chart is most useful to illustrate the change in two or more series
through time?
a. Stacked-bar chart
b. One-scale bar chart
c. Divided-bar chart
d. Two-scale bar chart
e. Grouped-bar chart
_____________are the moral principles and values that govern the way an individual or
a group conducts its activities.
_________________ refers to the potential for responses to be affected by the sequence
in which alternatives are presented
_________is a source of nonsampling error that arises when a respondent agrees to an
interview but refuses, or is unable, to answer specific questions.
________________________refers to an individual's overall evaluation of something.
The basic purpose of marketing research is to assist marketing managers in making
more informed____________________.
Define Big Data and describe the framework for understanding its key elements, the
three "Vs", explaining what each of the "Vs" represents.
