A great deal of “census” information is actually based upon statistical sampling.
If two secondary sources of information report different information for what appears to
be the same entity, a researcher should avoid using either information source at all
costs.
The American Marketing Association’s definition of marketing stresses that the function
of marketing should be to create sales which generate high profits for the firm.
Pretests should include as many interviews as possible.
The most commonly used level of confidence in marketing research is the 95% level,
corresponding to 1.96 standard errors.
While mobile research is just arriving on the scene, it is an exciting approach that best
fits the mobile lifestyle of mature consumers.
There is only one form of online focus group; focus group members meet in a focus
group facility and the focus group is communicated via the Internet to clients who may
be in remote locations.
The marketing intelligence system gathers information generated by internal reports,
which includes order billing, receivables, inventory levels, stockouts, and so on.
Distractions and respondent fatigue are intentional respondent errors.
When developing a sample plan, the last step in the process is to “draw the sample.”
We can sometimes improve a regression analysis finding by removing outliers and
rerunning the regression analysis.
In stratified sampling, subgroups are referred to as clusters.
A respondent has an income of less than $10,000 but states he earns more than
$100,000 during an interview. This is an example of low-reliability.
Limitations:
A) should be acknowledged but in the appendix.
B) should be acknowledged, and a statement should be made as to how they impact the
results.
C) should not be acknowledged as they take credibility away from the findings.
D) should not exist in a thorough report.
E) should be included in the conclusions section of the report, if at all.
Age, income, gender, and interest in buying product X would all be considered
________ of the consumer, or object.
A) descriptions
B) properties
C) subjective descriptors
D) objectives descriptors
E) commonalities
Which of the following is NOT a potential shortcoming of the telephone survey?
A) The respondent cannot be shown anything.
B) It does not permit the interviewer to make various face-to-face judgments and
evaluations.
C) It does not permit a high quality sample.
D) It does not allow for the observation of body language, facial expressions, or eye
contact.
E) There is an increased use of answering machines.
Which of the following should be most helpful in dividing the sample into different
strata?
A) a basis that will result in like responses across strata
B) a basis that will result in different responses across strata
C) a basis that is easy to identify
D) a basis that uses some surrogate indicator of identification such as SIC/NAICS codes
E) a basis that is the least expensive
Which of the following is a disadvantage of packaged services?
A) The company providing the standardized service may not know the idiosyncrasies of
the buyer firm’s industry.
B) The company providing the standardized service may be biased about the
idiosyncrasies of the buyer firm’s industry.
C) Buyers have little control over what information is collected.
D) It is regulated by the FTC, Standardized Services Division.
E) Data are distributed only every six months to end users.
Tom and Mary Nesbitt commissioned a local university to determine if there would be
adequate demand for sailing outings on a large catamaran at a local beach frequented by
vacationers. The beach was about 5 miles in length and was lined with hotels and
condominiums that rented rooms and condos to thousands of visitors each year. At
present, there were few water sports available and were limited to “active participant”
rides, such as parasailing or kite sailing. The Nesbitts felt that if there was adequate
demand, they may invest the required $750,000 needed to purchase the 110-foot-long
catamaran that could carry as many as 80 passengers and a crew of eight on each trip.
The Nesbitts felt that few of the persons living in the adjoining city near the beach
would be in their target market. Instead, they felt 95% of their business would come
from persons at the beach who would see the catamaran sailing back and forth and
would walk to one of two locations to take the ride. “We want a sample taken of
persons who are actually on the beach during a single weekday in June,” Mary said.
Given that you want to have a probability sample, which of the following sample
methods would likely be most appropriate?
A) simple random sample
B) judgment sample
C) stratified sample
D) cluster, area sample
E) systematic sample
Which of the following marketing information system components gathers information
about events and happenings “outside” of the firm?
A) marketing intelligence
B) internal reports system
C) consumer information support system
D) external environment reporting system
E) decision support system
Simple random sampling is not a wise choice when you have:
A) a large population.
B) a small population.
C) a sample frame in electronic format.
D) a large population that is not in electronic format.
E) a small population that is not in electronic format.
Appropriate methods for conducting exploratory research would include:
A) secondary data analysis.
B) experiments.
C) sample surveys.
D) longitudinal research.
E) discontinuous panels.
The term ________ applies to any statistical measure used that somehow reflects a
typical or frequent response.
A) reversals of scale endpoints
B) third-person technique
C) central tendency
D) predictive analysis
E) nonsampling error
If the intercept is found to be 2 and the slope is found to be 5 in a regression result
formula, then:
A) y =2 + 3x.
B) y =2 + 5x.
C) x =2 + 5y.
D) x =2 + 3y.
E) y =a + 2(5).
Which of the following qualitative techniques is characterized as a set of probing
questions posed one-on-one to a subject by an interviewer so as to gain an idea of what
the subject thinks about something or why he or she behaves in a certain way?
A) probing question survey
B) protocol analysis
C) role-playing activity
D) in-depth interview
E) school teacher-probing