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A census is defined as a subset of the population that somehow represents that entire
group.
The marketing research industry offers many educational opportunities for members of
the industry. One highly regarded training program is offered through The Burke
Institute.
A river sample is created via the use of banners, pop-ups, or other online devices that
invite website visitors to take part in the survey.
A problem may also be a perceived change in the behavior of some market factor that
implies an emerging opportunity.
The abstract or executive summary can serve as a preview or a summary depending on
the reader.
Pretests of questionnaires for a study on toy buying by young parents can be done on
colleagues in the research firm, as long as the colleagues are objective and have not
been involved in the development of the questionnaire.
Online surveys are making profound changes in the marketing research landscape.
Anonymity occurs when the respondent is given assurances that his or her answers will
remain private.
Fieldworker errors are defined as errors committed by the individuals who administer
questionnaires, typically interviewers.
Observing the trashcans of consumers to find out the extent of recycling would be an
example of using an archive source of information.
What is a technique that is NOT a variation of person-administered surveys?
A) in-home interview
B) mall-intercept interview
C) drop-off survey
D) telephone interview
E) in-office interview
In bivariate regression analysis, the independent variable is one that is:
A) used to predict the dependent variable, and it is the x in the regression formula.
B) used to predict the dependent variable, and it is the y in the regression formula.
C) predicted, and it is the x in the regression formula.
D) predicted, and it is the y in the regression formula.
E) used to predict the dependent variable, and it is the b in the regression formula.
In evaluating your bivariate regression analysis findings, you first determine whether or
not a linear relationship between the independent and dependent variable exists in the
population. Which of the following best describes what you are doing in this step?
A) determining if the two variables have any covariation
B) determining if the two variables vary together
C) determining if the two variables belong in the same regression matrix
D) determining if the two variables are isotonic
E) determining if there is statistical significance
While taking a survey, Ginny is constantly disturbed by her 10-year-old son, as a result
of which she loses track and gives quick responses to all the questions. Which form of
unintentional respondent error is evident here?
A) cheating
B) distraction
C) attention loss
D) misunderstanding
E) nonresponse
Which of the following is an objective of research?
A) to gain background information and to develop hypotheses
B) to measure the state of a variable of interest (for example, level of brand loyalty)
C) to test hypotheses that specify the relationships between two or more variables (for
example, level of advertising and brand loyalty)
D) all of the above
E) none of the above
Having an independent party call back a sample of each interviewer's respondents to
verify that they took part in the survey is a way to avoid which of the following?
A) interviewer cheating
B) human error
C) adaptability
D) interviewer rapport
E) card sorting
Jamie Sims developed a female public urinal that has the advantage of allowing women
to use the restroom much faster. Jamie knows that waiting lines for women's rooms
often are present in large, heavily used public facilities such as busy airports or
spectator events. She has perfected her urinal and a major plumbing manufacturer is
interested in producing and distributing the device. However, the manufacturer wants
Jamie to provide some research evidence indicating how receptive women are to using
the device. Jamie is concerned about how to conduct the research since the topic is
socially sensitive. Given this situation, Jamie should use:
A) face-to-face focus groups.
B) a large national survey.
C) quantitative research.
D) qualitative, projective technique research.
E) quantitative, projective technique research.
"Now, for the next few questions, I want to ask about your family's TV viewing habits"
is an example of a:
A) screen.
B) transition.
C) demographic question.
D) warm-up.
E) complicated question.
The National Football League office discovered data covering attendance at
professional football games in the late 1940s and early 1950s. The game with the
highest attendance was between the St. Louis Cardinals and the New York Giants. The
office also found considerable information that someone had collected on each game
day, such as the level of GDP, the DOW, numbers of persons employed, number of new
businesses formed during the week preceding the game, and the population. A student
intern took the information and built a regression model to predict game attendance for
the upcoming season. The model:
A) should accurately predict game attendance.
B) should not predict game attendance accurately because the variable levels of today
(i.e., population, DOW, etc.) are out of range of those used to build the regression
model.
C) should predict game attendance accurately because the variable levels of today (i.e.,
population, DOW, etc.) are out of range of those used to build the regression model.
D) should predict game attendance accurately because the variable levels (i.e.,
population, DOW, etc.) are within range of those used to build the regression model.
E) does not have enough information.
Which of the following is considered a computer-assisted interview?
A) A human uses a computer.
B) A database is used to record data.
C) A DVD is used to explain the survey.
D) A CD-ROM is used to record data.
E) A software program is used to progress through a survey.
A researcher runs a correlation analysis between two variables that she is certain are
associated but the analysis indicates the two variables are not associated. The researcher
may then want to:
A) run another association test and add three variables.
B) adopt a lower standard for determining significance, that is, a p value of .20.
C) do nothing; if the association is deemed insignificant it is inappropriate to run further
analyses.
D) run a scatter plot in search of a curvilinear relationship.
E) run a scatter plot in search of a linear relationship.
The information system that gathers information generated by internal reports such as
orders, billing, receivables, inventory levels, and so on is called the:
A) consumer information support system.
B) marketing research system.
C) decision support system.
D) internal reports system.
E) marketing intelligence system.
When reporting scale data to clients, which of the following descriptive measures
should be absolutely included in a standard metric variable table?
A) variance
B) average
C) median
D) mode
E) range
Let's assume we find in a study that the correlation coefficient between number of years
of education and cigarette smoking is -.89. This means that as education level increases:
A) smoking tends to increase.
B) smoking tends to decrease.
C) smoking changes 89 percent.
D) smoking is nonexistent.
E) only 89 out of every 100 people in the study would not smoke.
Sample accuracy refers to:
A) the extent to which the sample is validated.
B) the extent to which the sample statistics differ from the true population values the
statistics represent.
C) the extent to which the population statistics differ from the representativeness of the
sample.
D) a statistical concept that can be assessed only theoretically.
E) how close the sample statistics match the predetermined values expected by
management.
Which of the following is NOT a nonsampling error?
A) all types of nonresponse error
B) data gathering and handling error
C) data analysis
D) data interpretation error
E) size of the sample taken
Which sequence of SPSS commands would you select in order to run stepwise multiple
regression?
A) ANALYZE; REGRESSION; LINEARSTEPS
B) ANALYZE; REGRESSION; LINEAR; METHOD; STEPWISE
C) STEPWISE; LINEAR REGRESSION; GO
D) STEPWISE; LINEAR REGRESSION
E) ANALYZE; REGRESSION; METHOD; STEP
Which of the following will increase mail survey response rates?
A) use of color
B) stamps, rather than preprinted postage paid on the return envelopes
C) use of a recognizable brand name
D) confidentiality
E) use of an alert letter
