Action standards specify what actions are to be taken during the initial stages of the
marketing research process.
Procter & Gamble, owning the major market share for disposable diapers, published a
research report showing that cloth diapers were as harmful to the environment as
disposable diapers. This example illustrates why it is important to evaluate all
secondary research and fully understand the true purpose of the research.
Simulated test markets are conducted on computers without any consumer input.
To calculate the mean and to generate a confidence interval estimate of the population
mean, the sequence of menu commands in the SPSS for Windows is ANALYZE;
COMPARE MEANS; ONE SAMPLE T TEST.
To maintain objectivity, clients should not be involved in the questionnaire design
process. Once the research objectives are defined, it is up to the researcher to next
provide the final research report.
Because of increasing mobile connectivity, eWOM (or “buzz”) has experienced an
extremely fast growth
rate around the world in the last few years.
Some critics of the marketing research industry believe that marketing research is done
too quickly. Researchers need to slow down to improve the value of the research
information they are providing clients.
In a long report it is wise to use ‘signals and signposts” for the reader in the form of
headings and subheadings.
Dependent variables are those over which the experimenter has total, direct control;
they may be easily manipulated by experimenters.
Once objective, accurate, and timely information is provided to managers to allow them
to implement the correct strategy, there is no future need for information.
One reason to disguise the true sponsor of a survey is to prevent alerting competitors to
the survey.
The two ways of making a prediction are extension analysis and baseline predictive
modeling.
“Paper-and-pencil” questionnaires are those administered by mall interviewers.
When using nonprobability samples instead of probability samples, different formulas
must be applied to determine the appropriate sample size that precisely balances desired
accuracy, variability in the population, and level of confidence.
Internal secondary data refers to any information that is stored in the internal memory
of a computer.
Eddie Livingston is president of BankTrust, a banking firm with several bank locations.
Eddie has been exploring the impact of service satisfaction with bank performance and
is convinced that he can improve the bank’s RONW if he can improve customer
satisfaction. He has been contemplating a proposal from Tanner Research to begin a
program of improving customer satisfaction. Tanner has recommended a survey of bank
customers to establish gaps in service as perceived by the customers. Eddie knows that
the bank has a list of all the customers and that this information is on an electronic
database complete with mailing addresses and, for those having Internet service, email
addresses. At the next meeting, Eddie expresses concern that sending a questionnaire to
all bank customers is an inconvenience to them and he doesn’t want to create more
hassles. The researchers from Tanner Research assure Eddie that they can get the
needed information for as few as a couple of hundred customers and that the results will
be representative of all bank customers. Which of the following sample methods would
most likely be appropriate?
A) simple random sample
B) judgment sample
C) stratified sample
D) cluster, area sample
E) systematic sample
A researcher presenting secondary data as if it were primary data collected by the
researcher is an egregious example of an ethical lapse in what area of sensitivity in
planning research design?
A) recommending a more costly design than is needed
B) designing a study in which data are collected for multiple clients
C) misrepresenting sampling methods
D) wrongfully gaining respondent cooperation to reduce costs
E) using information obtained for a client in another research project
How can it be determined if an experiment is valid?
A) The observed change in the dependent variable is in fact due to the independent
variable.
B) The results of the experiment apply to the real world outside the experimental
setting.
C) The results do not account for the effects of extraneous variables.
D) The results are reported in well-known news media.
E) A and B are correct.
Suppose Hershey’s chocolate managers wanted to test for differences between usage of
coupons among different combinations of two or more grouping variables, such as age
groups and occupation groups. The appropriate procedure to test for differences among
the means of these groups would be:
A) ANOVA, Multiple Groups Analysis.
B) n-Way ANOVA.
C) GroupANOVA.
D) Percentage-Way ANOVA.
E) None of the above; this cannot be done.
Let’s say we wanted to see if there was a significant difference between your class’s
mean GPA when you were all freshmen and your class’s mean GPA today. What is the
proper SPSS command that you would use to test this difference?
A) STATISTICS; COMPARE MEANS; SAME SAMPLE
B) STATISTICS; COMPARE MEANS; TWO-CLASS SAMPLES
C) STATISTICS; COMPARE MEANS; INDEPENDENT SAMPLES t TEST
D) STATISTICS; COMPARE MEANS; PAIRED SAMPLES t TEST
E) STATISTICS: TWO QUESTION; MEAN COMPARISON TEST
Which of the following is true regarding causal research?
A) It describes marketing phenomena.
B) It attempts to uncover the factors that lead to some event.
C) It determines the sources of satisfaction and dissatisfaction.
D) It is undertaken to learn terms and definitions.
E) It helps identify research priorities.
Rob is editing his latest marketing research report for a client outside his organization.
He reads the following sentence to himself: “The performance of the investigation of
the SCW that was conducted by the SEPG office showed the following end results for
the 3LM.” Which of the following stylistic suggestions was NOT violated?
A) changing tense unnecessarily
B) use jargon sparingly
C) use strong verbs
D) use active voice
E) eliminate extra words
Consumers create a great deal of information through blogs, discussion boards, forums,
user groups and the like. This information is valuable to companies and would be
called:
A) government protected media.
B) consumer generated media.
C) distributor created media.
D) spurious information.
E) WOM, “Word of the Month” media.
Duncan’s multiple range test, Scheffe’s test, and Tukey’s test are used for:
A) determining the significance of association among groups of related variables.
B) determining the differences between means when ANOVA has produced a
significant F value.
C) determining the differences between means when ANOVA has produced an
insignificant F value.
D) determining significant differences among three or more percentages.
E) None of the above; none of these are statistical tests.
A standardized beta coefficient is defined as:
A) the result of adding the difference between each independent variable value and its
mean and the standard deviation of that independent variable.
B) the result of multiplying the difference between each independent variable value and
its mean by the standard deviation of that independent variable.
C) the result of dividing the standard deviation of an independent variable by the
difference between that independent variable value and its mean.
D) the result of dividing the difference between each independent variable value and its
mean by the standard deviation of that independent variable.
E) the result of subtracting the difference between each independent variable value and
its mean by the standard deviation of that independent variable.
If we were measuring age, income, height, number of bottles purchased, and so on, we
would be measuring:
A) objective properties.
B) subjective properties.
C) objective objects.
D) subjective objects.
E) objective subjects.
If we define our population as all households in the city of Chicago, Illinois, and we use
the Chicago telephone directory from which to draw our sample units, we would likely
have:
A) a survey with sample frame error.
B) a representative survey.
C) a survey containing error.
D) a survey with a poorly defined master list.
E) a census.
________ services offer a wide variety of indexes, directories, and statistical and
full-text files, all searched by the same search logic.
A) Syndicated data
B) Online information base
C) Aggregator
D) Data mining
E) Micromarketing
In discussing the structure of the marketing research industry, the authors define an
internal supplier firm as one that:
A) makes research decisions based primarily upon information supplied by the internal
reports system.
B) is organized in a staff relationship to other internal departments.
C) provides syndicated services, but only to members of the syndicate.
D) has its marketing research provided by an entity, such as a marketing research
department, within the firm.
E) includes internal data analysis services.
Which type of research would be most appropriate if the managers of the Tide brand at
Procter & Gamble wanted some ideas as to different ways Tide laundry detergent could
be improved?
A) quantitative research
B) qualitative research
C) pluralistic research
D) focus group research
E) idea-generation research
________ helps the researcher to understand whether observed data is truly linear and
whether the data is a good fit to the model being used.
A) Analysis of prediction
B) Control data
C) Analysis of residuals
D) Analysis of variance
E) Values comparison
A researcher assesses an existing information state of a manager to:
A) determine the best decision alternative.
B) assess the validity of the manager’s assumptions.
C) identify the symptoms of a problem.
D) identify the consequences of a decision alternative.
E) identify consequences of a symptom.
________ is the process in which 10% of all respondents in a marketing research study
are randomly selected, re-contacted, and asked if they took part in a research study.
A) Sampling
B) Checking
C) Testing
D) Tabulation
E) Validation