One of the reasons for taking a sample is that the typical researcher cannot analyze the
huge amounts of data generated by a census.
Nonresponse includes a failure on the part of a prospective respondent to take part in
the survey, premature termination of the interview, or refusals to answer specific
questions on the questionnaire.
The reason for using randomization or matching in experimental designs is to achieve
equivalency between experimental and control groups.
Research reports are grouped into three major sections: title, letter of transmittal, results
and ending.
Marketing research is infallible.
The CATI approach has many benefits, but it does not eliminate the need for editing
completed questionnaires.
Focus groups consist of dividing large groups (classes of college students, church
groups, and so on) into several smaller groups. This allows each subgroup to focus on a
separate issue such as price of the product, packaging of the product, usefulness of the
product, and so on. Combining all the subgroup reports together affords clients greater
“focus” on their products and services.
Company policies or procedures must prohibit the practice of multiple screening or
interviewing of a single respondent during any one interview to adhere to ethical
marketing research practices.
Instead of determining representativeness, the size of the sample affects the sample
accuracy of the results.
Unless managers have a control system, they will not likely identify problems arising
from failure to meet objectives.
There is no connection between scatter diagrams and correlation coefficients.
The three major ways to collect data are: have a person ask the questions, have a
computer assist or conduct the questioning, or allow the respondents themselves to
complete the survey.
The dependent variable is always manipulated in the experimental group but never in
the control group.
It is often very helpful, when preparing the research report to:
A) use a #2 pencil.
B) write for the common reader and answer all possible questions.
C) assume the role of the reader and ask: “What’s in it for me?”
D) follow a previously written report carefully.
E) make sure the report makes sense to you as the sender.
The Pearson product moment correlation measures the linear relationship between two:
A) nominal- or ordinal-scaled variables.
B) nominal- or interval-scaled variables.
C) interval- or ratio-scaled variables.
D) nominal- or ratio-scaled variables.
E) ordinal- or interval-scaled variables.
ANOVA is called a ‘signal flag” procedure, meaning that if it shows significance:
A) differences between means are known.
B) there are no significant differences among the means.
C) there is a significant difference between at least one pair of means.
D) there is a significant difference between at most one pair of means.
E) there is a significant difference between all percentages.
________ includes a failure on the part of a prospective respondent to take part in the
survey, premature termination of the interview, or refusals to answer specific questions
on the questionnaire.
A) Nonresponse
B) Cheating
C) Misunderstanding
D) Attention loss
E) Fatigue
Calculation of the skip interval is important in which sampling plan?
A) simple random sample
B) systematic sample
C) ‘skip” sample
D) cluster sample
E) interval sample
A meaningful difference is one that the marketing manager:
A) can potentially use as a basis for marketing decisions.
B) deems to be statistically significant.
C) finds to be at a ratio of 2 to 1.
D) finds to be stable over at least a week or so.
E) may or may not be statistically significant.
What does frugging refer to?
A) selling under the guise of a survey
B) fundraising under the guise of a survey
C) collecting data through telephone interviews
D) falsifying data
E) frightening (respondents) under the guise of research
Which SPSS command would you use to change the format of a frequencies table
generated by the command: ANALYZE; DESCRIPTIVE STATISTICS;
FREQUENCIES?
A) FORMAT; CHANGETABLE
B) FORMAT; TABLEFREQ
C) FORMAT; FORMATCHANGE
D) FORMAT; TABLELOOKS
E) FORMAT; LOOK
Which of the following is most accurate regarding the pretest of the questionnaire?
A) The client should always be present for the pretest.
B) At least five pretests should be conducted.
C) The pretest should be conducted on a small sample.
D) The pretest should be conducted on a small and representative sample.
E) As many respondents as possible should be used in a pretest.
Fieldworker misunderstanding would be considered an:
A) instinctive interviewer error.
B) unintentional interviewer error.
C) intentional fieldworker error.
D) unintentional respondent error.
E) intentional respondent error.
Companies which successfully minimize product and service failures:
A) can credit the development of complex accounting systems for their success.
B) depend on high levels of employee motivation for their low failure rates.
C) are often known for their emphasis on selling efforts and providing high rewards for
sales teams.
D) have determined how to create, communicate, and deliver value by “hearing the
voice” of the consumer.
E) tend to put a greater focus on defining the best set of product dimensions to match
their core competencies.
External supplier firms may be either:
A) vertically or horizontally integrated.
B) full-service or limited-service firms.
C) syndicated or internal supplier firms.
D) certified, or be required to offer letters of qualified research service capability.
E) strategically aligned or working alone.
A(n) ________ is the predesignation of some quantity of a measured characteristic that
must be achieved for a research objective in order for a predetermined action to take
place.
A) theoretical definition
B) information state
C) situational analysis
D) operational definition
E) action standard
Sample size does not have to be “huge” in order to have reasonably accurate data. For
example, samples that are 400 or less may provide reasonably accurate information.
Which of the following is an advantage to the use of survey methods?
A) standardization
B) high response rates
C) nonsuitability to tabulation and statistical analysis
D) unique answers for each respondent
E) very low cost
Ping Golf, Inc., conducts a study in which they use a probability sample of 600 golfers.
They examine the data from the sample and calculate that 28 percent of them own Ping
golf clubs. The 28 percent is the:
A) variance.
B) sample statistic.
C) measure of central tendency.
D) the population parameter.
E) the grand mean.
Changes in the level of some key monitor that measures the achievement of an
objective are called:
A) problems.
B) symptoms.
C) signals.
D) errors.
E) measures.
Which best represents the correct meaning of statistical significance of differences?
A) The differences found in sample data may be found in other sample data.
B) The differences found in sample data may be assumed to exist in the remainder of
the sample.
C) The differences found in the sample may be assumed to exist in the population.
D) The differences found in the population may be assumed to exist in the sample.
E) A significant difference means that managers will be able to use the difference in
order to develop effective marketing strategies.
The purpose of an action standard is to define:
A) what action will be taken given the results of the research findings.
B) the maximum quantity of a measured characteristic that must be achieved for a
research objective.
C) the minimum quantity of a measured characteristic that must be achieved for a
research objective.
D) the information requested of the respondent using the respondent’s frame of
reference.
E) the actions to be taken in order to get the results of the research process.
When attempting to balance the sample size with the cost of data collection, the
textbook illustrated that it is helpful to:
A) use an Excel spreadsheet.
B) rely on financial leveraging.
C) use a table that depicts data collection cost and sample error for different sample
sizes.
D) use a table that depicts data collection cost and the costs of computing different
sample sizes.
E) use a table that depicts data collection cost contrasted to the cost of not doing
research.