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The codebook is essentially a map to help the researcher navigate from data collection
to data editing.
a. True
b. False
In descriptive research, most of the items included in a questionnaire are likely to be
a. precoded.
b. closed-ended.
c. open-ended.
d. exhaustive.
e. mutually exclusive.
Depth interviews are best classified as an example of the______________method of
communication.
a. structured-undisguised
b. unstructured-undisguised
c. unstructured-disguised
d. structured-disguised
e. structured-open ended
If you have a significant and very strong (e.g., > 0.90 correlation coefficient), you may
assume there is a causal relationship between the two variables.
a. True
b. False
The observation method of data collection has the general advantages of versatility,
speed and cost.
a. True
b. False
The feature that distinguishes stratified sampling from other forms of probability
sampling is that only stratified samples
a. involve partitioning the parent population into mutually exclusive and exhaustive
subsets.
b. allow the a priori determination of the probability that any population element will be
included in the sample. c. make the probability of selection of any population element
equal.
d. involve partitioning the parent population into mutually exclusive and exhaustive
subsets and selecting a simple random sample from each subset.
e. None of the above.
Which of the following statements about hypothesis testing is NOT true?
a. Is a means for establishing standards for making decisions about whether to accept
sample results as valid for the overall population.
b. Applies to both univariate and multivariate analyses.
c. Lets a researcher know with certainty that a sample result is true for the population.
d. Is generally what marketers begin with when preparing to launch a research study.
e. All of the above are true
The question: "What was your reaction to the Budweiser advertisement you saw on
television during the Super Bowl?" is an example of which type of question where the
respondents are free to answer in their own words rather than being limited to choosing
from among a set of alternatives?
a. Open-ended questions.
b. Closed-ended questions.
c. Scaled-response questions.
d. Ad reaction measurement.
e. None of the above.
Acme Corporation has identified several new market opportunities, but has limited
funds to invest and therefore cannot pursue them all. Which function of market research
will it conduct to identify the most promising opportunities?
a. Planning
b. Decision making
c. Problem Solving
d. Performance monitoring
e. Control
The types of consumer panels in a longitudinal study are:
a. Continuous panels
b. True panels
c. Discontinuous panels
d. Omnibus panels
e. All of the above correctly refer to a type of consumer panel in longitudinal study.
Communicating research results to appropriate managers is part of which phase of the
Marketing Research Process?
a. Data Collection
b. Research Configuration
c. Information Reporting
d. Problem Definition
e. Data Analysis
Correlation analysis, along with other mathematical procedures, can be used to establish
causality.
a. True
b. False
Which of the following items is associated with administrative control?
a. Cost
b. Speed
c. Directing the inquiry to the designated respondent
d. Interviewer bias
e. Both a and b.
With unstructured-undisguised questionnaires the purpose of the study is
a. open to interpretation.
b. not communicated to the respondents.
c. clear but the responses to the questions are open ended.
d. clear but the responses to the questions are dichotomous.
e. to define the responses that are open-ended.
One feature that distinguishes stratified samples from quota samples is that with
stratified sampling elements are selected while with quota sampling elements are
selected .
a. statistically, deterministically
b. probabilistically, judgmentally
c. judgmentally, probabilistically
d. probabilistically, randomly
e. empirically, deterministically
Which sampling plan takes advantage of the fact that, all else equal, smaller samples
are required to estimate a population parameter if there is little variation on the
characteristic in the group being sampled?
a. Area
b. Stratified
c. Snowball
d. Simple random
e. Quota
