All the primary scales and all the comparative scales that have been discussed in the
book can be easily implemented in social media with the exception of ratio scales.
A form of convenience sampling in which the population elements are selected based
on the researcher’s discretion is called judgmental sampling.
An explicit specification of a set of variables and their interrelationships designed to
represent some real system or process in whole or in part is called an analytical model.
An observer counting customers in a particular section of a store is an example of a
field worker.
A measure of central tendency, given as the value above which half of the values fall
and below which half of the values fall is called the median.
The term used to denote the standardized regression coefficient is called the alpha
coefficient.
The most popular parametric test is thet-test conducted for examining hypotheses about
means.
The primary use of scanner volume-tracking data is to forecast sales.
Conclusive research is conducted on a small and nonrepresentative sample, so the
findings should be regarded as tentative and should be used as building blocks for
further research.
The data preparation process for social media is exactly similar to that for data collected
by traditional means.
Field workers are generally paid an hourly rate or on a per-interview basis.
Classification information is considered most sensitive and, therefore, should appear at
the very end of the questionnaire.
Research questions are refined statements of the specific components of the problem.
Paired comparison scaling is useful when the number of brands under consideration is
limited to no more than seven.
Thet statistic is a statistic that assumes that the variable has a symmetric bell-shaped
distribution and the mean is known; the population variance is estimated from the
sample.
A round chart divided into sections is called a pie chart.
Research staff collecting and analyzing data from social media are normally part-time
employees of the research firm.
The strength of association is measured by the coefficient of determination.
Rank order scaling is the comparative scaling technique commonly used to measure
preferences among brands as well as among brand attributes.
A way to conduct a focus group type of research on social media involves participant
blogs.
A good rule of thumb about the discarding of respondents is that such decisions should
be made before conducting any analysis.
The data preparation process begins after the fieldwork is done.
Data collected in social media often lend themselves to basic analysis involving
frequencies, percentages and cross-tabulations.
A test for differences in the means of paired samples is called the paired samples t-test.
The process of manipulating one or more independent variables and measuring their
effect on one or more dependent variables while controlling for the extraneous variables
is called an experiment.
The problem confronting the decision maker is typically referred to as the marketing
research problem.
CAPI interviewing is inappropriate for conducting B2B research at trade shows or
conventions.
The standard deviation of the sampling distribution of the mean or proportion is called
random error.
A laboratory environment involves measurement of behavior, attitudes, or perceptions
in the environment in which they occur.
Statistical techniques can be broadly classified as univariate or multivariate.
According to the text, the typical interviewer is a single woman aged 18 to 34, with an
above-average education and an above-average household income.
The ________ is the probability of rejecting the null hypothesis when it is false and
should be rejected.
A) level of significance
B) z-test
C) test statistic
D) power of a test
E) incidence of difference
According to the text, a ________ is not useful for displaying relationships over time or
relationships among several variables.
A) line chart
B) pie chart
C) bar chart
D) histogram
E) streamline
Scanner data that provides information on purchases by brand, size, price, and flavor or
formulation are called ________.
A) segmenting data
B) volume-tracking data
C) secondary data
D) modular data
E) audiologs
In its simplest form, ANOVA must have a(n) ________ that is metric.
A) independent variable
B) dependent variable
C) insignificant variable
D) random variable
E) t-test
Which of the survey methods listed below is preferable when using physical stimuli?
A) In-home
B) mall intercept
C) CAPI
D) A and C only
E) A, B and C
The services of full-service suppliers can be categorized into all of the following types
of services EXCEPT:
A) syndicated services.
B) environmental services.
C) customized services.
D) Internet services.
E) B and D
Telephone interviewing is the dominant mode of administering questionnaires in
________.
A) the United States
B) Canada
C) Sweden
D) A and B only
E) A, B, and C
According to the text, the independent variables must be all nonmetric to use an
ANOVA.
All of the following are recognized as disadvantages of using in-home interviewing to
collect research data EXCEPT:
A) low control of field force.
B) potential for interviewer bias.
C) poor sample control.
D) most expensive.
E) may take long to collect the data.
Relatively precise information at the retail and wholesale levels is an advantage of
which of the following syndicated services?
A) media panels
B) surveys
C) purchase panels
D) movement exams
E) audit services
According to the text, a basic rule of research is to ” ________.”
A) examine primary data first
B) examine secondary data first
C) examine experimental data first
D) examine virtual data first
E) examine special data first
Which of the following is NOT a category of personal interviewing methods?
A) telephone
B) in-home
C) mall intercept
D) computer-assisted
E) C and D
The extent to which a scale produces consistent results if repeated measurements are
made on the characteristic is called ________.
A) reliability
B) validity
C) accuracy
D) efficiency
E) substantiality
Which of the following is NOT mentioned in the text as a method used to improve
response rates?
A) prior notification
B) incentives
C) follow-up
D) personalization
E) All of these methods are used to improve response rates.
In addition to defining the problem and developing an approach, ________ is also
appropriate when facing a situation of uncertainty.
A) qualitative research
B) quantitative research
C) statistical research
D) hypothetical research
E) lead research
A univariate hypothesis test using the t distribution, which is used when the standard
deviation is unknown and the sample size is small, is called the ________.
A) t-test
B) F-test
C) p-test
D) z-test
E) k-means test
Which of the following is NOT a measure developed to evaluate social media sites
based on information that is publicly available?
A) longevity
B) output (frequency, quantity)
C) inbound links
D) technorati, bloglines or blogpulse followers
E) media citations
According to the text, ________ is the largest source of secondary data in the United
States.
A) Nielsen
B) Yahoo!
C) Arbitron
D) the U.S. government
E) Microsoft
Which of the following is the more common of the forms of research and is undertaken
by virtually all marketing firms?
A) problem-solving research
B) problem-identification research
C) problem-manipulation research
D) problem-correction research
E) problem exception
Which of the following is NOT one of the major types of descriptive studies?
A) internally or externally focused sales studies
B) consumer perception and behavior studies
C) cause-and-effect qualitative studies
D) market characteristic studies
E) consumer behavior studies
A measure of internal consistency reliability that is the average of all possible split-half
coefficients resulting from different splittings of the scale items is called ________.
A) coefficient alpha
B) coefficient beta
C) coefficient gamma
D) coefficient theta
E) splitting consistency
Which of the following is NOT mentioned in the text as an additional code that could
be included for each respondent in the coding process?
A) the project code
B) the interviewer code
C) the project director code
D) the validation code
E) codes for responses to questions
Which of the following companies is (are) not recognized as the largest syndicated firm
specializing in the collection of scanner data?
A) Nielsen
B) Microsoft
C) SymphonyIRI
D) A and B
E) A, B, and C
Which of the following statements is not correct about computer-assisted telephone
interviewing (CATI)?
A) The computer checks the responses for appropriateness and consistency.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the
data-collection process, coding questionnaires and entering the data into the computer,
are eliminated.
C) Multiple questions appear on the screen at one time.
D) Interim and update reports on data collection or results can be provided almost
instantaneously.
Which of the following is NOT a form of interviewing in the data collection stage of the
research process?
A) telephone interviewing
B) mail interviewing
C) electronic interviewing
D) observational interviewing
E) personal interviewing
In a Pepsi project the researcher is interested in examining the effect of humor and the
effect of various levels of brand information on advertising effectiveness. Three levels
of humor (no humor, some humor, and high humor) are to be examined. Likewise,
brand information is to be manipulated at three levels (low, medium, and high). The
resulting table would be three rows (levels of information) by three columns (levels of
humor), producing nine possible combinations or cells. The respondents would be
randomly assigned to one of the nine cells. Respondents in each cell would receive a
specific treatment combination. After exposure to a treatment combination, measures
would be obtained on attitudes toward Pepsi advertising, brand, and the celebrity from
respondents in each cell. To which category of design does this fall into?
A) statistical regression design
B) recombinant design
C) static group design
D) one-shot case study
E) factorial design
The general rule for recording answers to unstructured questions is to ________.
A) summarize the responses
B) record the responses verbatim
C) filter the responses
D) interpret the responses
E) select the responses
________ includes the underlying motives, perceptions, attitudes, buying habits, and
demographic and psychographic profiles of buyers and potential buyers.
A) Buyer behavior
B) Economic behavior
C) Organizational behavior
D) Ethical behavior
E) Advertising creativity
Observational interviews are recognized as a classification for the various methods of
collecting survey data.
In commercial marketing research, the ________ test is used more often than a
________ test.
A) one-tailed; two-tailed
B) two-tailed; one-tailed
C) exhaustive; inexhaustive
D) inexhaustive; exhaustive
E) B and C
According to the text, exploratory research can benefit from use of survey of experts
and analysis of secondary data.
Which of the following stakeholders is NOT mentioned as being affected by marketing
research activities?
A) the government
B) the client
C) the respondent
D) the public
E) the marketing researcher