Although frugging is considered unethical, it is not illegal.
The logic of hypothesis testing is that if we assume that the hypothesized value is the
population parameter, then, at the 95 percent level of confidence, if we took 100
separate samples, the z value for 95 of those samples would fall between ±1.96.
Although ethical issues abound in the conduct of marketing research, there is no
evidence that any marketing research firms are being “proactive” and actually helping
clients to determine how consumers may evaluate a client’s proposed strategy in terms
of ethical standards.
According to CASRO, response rate is defined as the ratio of the number of completed
interviews to the number of eligible units in the sample.
A population is defined as the entire group under study as specified by the objectives of
the research project.
Problems are situations in which managers have to make choices among alternatives.
Constructs are changes in the level of some key factor that measures the achievement of
an objective.
There is nothing wrong with the following question: “As a BMW owner, you are
satisfied with your car, aren’t you?”
Generally, a small population situation is one in which the sample exceeds 5 percent of
the total population size.
In the formula for bivariate regression analysis, the change in y for each one-unit
change in x is known as the slope.
A database refers to a collection of data and information describing items of interest.
Each unit of information in a database is called a record.
Which of the following best represents a field within a database?
A) anything outside the company laboratory
B) a database record
C) records within customer names
D) customer names within a record
E) a data mine
Packaged services differ from syndicated data services. In the former, each client is
provided with:
A) data shared from a common database.
B) no data.
C) intermittent service.
D) data collected in a standard format.
E) the same service as a result of a common process.
Which SPSS command would you use to create a bar chart?
A) CHART; BAR
B) GRAPHS; BAR
C) BAR; GO
D) CHART; BAR; GO
E) FORMAT; BAR CHART
What type of research design should a marketing researcher use to find out how many
customers there are, what brands they buy and in what quantities, which advertisements
they recall, what are their attitudes toward the company, and who is the competition?
A) exploratory research
B) descriptive research
C) causal research
D) explicit research
E) exhaustive research
What three factors are needed to calculate sample size?
A) variability, accuracy, and confidence level
B) variability, accuracy, and population size
C) accuracy, confidence level, and population size
D) accuracy, population size, and costs
E) variance, standard deviation, and dispersion
The ________ is a descriptive analysis measure defined as that value in a string of
numbers that occurs most often.
A) uncertainty
B) contrast
C) mode
D) mean
E) median
Several examples of product failures were presented in your textbook. The key reason
given for the failure of the firm, Cell Zones, to establish cell phone privacy in public
settings with soundproof booths was that:
A) the company did not understand that the public was transitioning to the use of smart
phones to text messages.
B) demand for privacy was lower than the company estimated.
C) competitors were more quickly able to meet market needs before Cell Zone could
establish adequate exposure to its product.
D) the company introduced too many product options, which confused the consumer.
E) privacy needs were met by seclusion features added by cell phone manufacturers.
Which of the following is NOT one of the axioms of sample size and accuracy?
A) The only perfectly accurate sample is a census.
B) A probability sample will always have some inaccuracy (sample error).
C) Increasing sample size increases the sample’s representativeness.
D) A probability sample size can be a very tiny percentage of the population size and
still be very accurate.
E) The size of a probability sample depends on the client’s desired accuracy balanced
against the cost of data collection.
A factual message that transmits research results, vital recommendations, conclusions,
and other information to the client, who in turn uses the information as a basis for
decision making, is known as:
A) article summary.
B) marketing research report.
C) body report.
D) advancement report.
E) title page.
Which of the following best describes the logic used in the before-after with control
group experimental design that allows this to be a true experimental design?
A) The experimental group change (O2 – O1) contains the change in the independent
variable due to a. the dependent variable and b. extraneous variables. When we subtract
from this the control group (O4 – O3), which is the change due to the extraneous
variables, we are left with the change due solely to the dependent variable.
B) The experimental group change (O2 – O1) contains the change in the complex
variable due to a. the dependent variable and b. extraneous variables. When we subtract
from this the control group (O4 – O3), which is the change due to the extraneous
variables, we are left with the change due solely to the complex variable.
C) The experimental group change (O2 – O1) contains the change in the dependent
variable due to a. the dependent variable and b. extraneous variables. When we subtract
from this the control group (O4 – O3), which is the change due to the extraneous
variables, we are left with the change in the dependent variable due solely to the
independent variable.
D) The control group change (O2 – O1) contains the change in the independent variable
due to a. the dependent variable and b. extraneous variables. When we subtract from
this the experimental group (O4 – O3), which is the change due to the extraneous
variables, we are left with the change due solely to the dependent variable.
E) The experimental group change (O2 – O1) contains the change in the dependent
variable due to a. the dependent variable and b. extraneous variables. When we subtract
from this the control group (O4 – O3), which is the change due to the extraneous
variables, we are left with the change due solely to the dependent variable.
Researchers should conduct a situation analysis when:
A) clients seek their help in properly defining the problem.
B) clients define the problem and a researcher has to prepare research objectives.
C) the information needed to define a problem is in the DSS.
D) the information needed to solve the problem is in the internal report system.
E) it is time to write the final marketing research report.
Which of the following is NOT part of the advantages that ANOVA has over
performing multiple t tests of the significance of the differences between means?
A) It immediately notifies the researcher if there is any significant difference.
B) All the researcher needs to do is look at the “Sig.”
C) It arranges the means so the significant differences can be located.
D) It arranges the means so the significant differences can be interpreted easily.
E) SPSS will only do ANOVA tests, not t-tests of the differences between means.
If the distance between 2 – 3 and 6 – 7 on a scale are equal, the scale would likely be at
least:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) equal.
Micromarketing is possible due to:
A) data mining
B) secondary data
C) databases
D) B and C above
E) A and C above
What is NOT a unique advantage of using person-administered surveys?
A) feedback
B) rapport
C) quality control
D) speed
E) adaptability
________ is a term which refers to online consumer word of mouth.
A) Blogging
B) Twitter
C) ChatBack
D) SKOPOS
E) Buzz