CAPI stands for computer-assisted personal interviewing.
Appendices are necessary and would normally be placed in the front matter of the
report.
All malls allow for as many research firms who wish to intercept shoppers because it
attracts more customers.
SPSS will report analysis of differences tests in terms of t tests.
The only time that the population size is a consideration in sample size determination is
in the case of a ‘small population.”
Caution is especially in order with Internet sources because few quality standards are
applied to most Internet sites.
In multiple regression analysis, t tests are used to test for the statistical significance of
betas. If a beta is insignificant, it means that its respective independent variable plays
no meaningful role in predicting the dependent variable, and the independent variable
should be “trimmed” from the model.
Research suppliers may be thought of as consisting of two groups: internal suppliers
and external suppliers.
The marketing research system gathers information for a specific situation facing the
company, and it is unlikely that the other components of an MIS have the information
needed for the specific situation.
Using the confidence interval formula for calculating sample size, the level of
confidence desired to the estimate of the population values must be determined and is
represented in the formula by the z value.
One of the disadvantages of online surveys is that they may lack sample
representativeness.
A situation analysis is a form of prescriptive research undertaken to gather background
information and data pertinent to the problem area that may be helpful in properly
defining the problem decision.
Michelle Steward is a marketing professor at Wake Forest University. Michelle had
been asked by the administration to study a sample of classes at Wake to help the
university understand the student population better, particularly in terms of factors that
differentiate students with high versus low GPAs. One of the questions asked was: “Did
you pass or fail the last test you took?” and another question in the study asked “Did
you study or not study for the last test you took?” Michelle decided to run a
cross-tabulation analysis on these two questions. When she did she also ran the
chi-square test. The result was a Pearson Chi-Square Value of 8.64 and a p value
reported as a “Sig.” in SPSS of .03. Michelle knew that this meant:
A) there was a significant, positive association between the two variables
B) there was the presence of an association; the probability of supporting the null
hypothesis that there is no association is only 3 percent
C) there was the presence of a negative association; the probability of supporting the
null hypothesis that there is no association is only 3 percent
D) there was the presence of a positive, “very strong” association because the
probability of supporting the null hypothesis that there is no association is only .03
percent
E) None of the above; Michelle should not have run a chi-square test because the two
variables are both metric.
If Maxwell House Coffee was considering a line of gourmet iced coffee, it would want
to know how coffee drinkers feel about gourmet iced coffee; that is, their attitudes
toward buying, preparing, and drinking it would be the dependent variables. Maxwell
House might consider developing:
A) a general conceptual model.
B) a general conceptual model that identifies the independent and dependent variables.
C) a specific conceptual model that specifies the variables that will produce residuals
analysis.
D) a specific conceptual model that will require additional modification to be used in
residuals analysis.
E) a conceptual model that identifies the residuals that are associated with the
dependent, or slope, variable.
In multiple regression, the presence of correlations among the independent variables is
termed:
A) independence assumption.
B) multicollinearity.
C) additivity.
D) regression plane.
E) multicorrelation.
Which of the following is NOT an advantage of online focus groups over traditional
focus groups?
A) No physical set up is necessary.
B) Participants from anywhere in the world can participate.
C) Participants are comfortable in their homes/offices.
D) The moderator can exchange private messages with participants.
E) Participants’ “body language” may be observed.
The logic of the chi-square test would argue that, for a significant relationship to exist:
A) there should be large differences between the observed and expected frequencies.
B) there should be few differences between the observed and expected frequencies.
C) there should be no differences between the observed and expected frequencies.
D) there should be negative differences between the observed and expected frequencies.
E) there should be only one difference between the observed and expected frequencies.
Which of the following is a violation of general guidelines for headings?
A) A heading introduces a change of topic.
B) Headings are topic sections under subheadings.
C) Headings should be in the form of a question.
D) Headings serve as visual sign-posts.
E) Kinds of heading should be chosen based on the writer’s purpose.
A question that asks how much you would be willing to pay in annual premium for a
$100,000 life insurance policy would be scaled as:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) an origin.
Which of the following is NOT true of presenting the results of the report orally?
A) You only need one of the key people for the presentation.
B) It is to succinctly present the information.
C) It provides an opportunity for questions and discussions.
D) It may be accomplished through a simple conference with the client.
E) It may be a formal presentation to a roomful of people.
If a question is designed to measure a construct, for example, “intentions to buy a new
product,” and the question appears to ask this in a straightforward manner, the
measurement would be said to have:
A) reliability.
B) validity.
C) face validity.
D) appearance value.
E) internal reliability.
Fortunately, when testing for differences, you will not need to be concerned whether to
use the t or z test because:
A) the z is easier to calculate and to interpret and should always be used.
B) the t is more widely known among statisticians and should always be used.
C) assumptions of the z and t are minimal and are of concern only to statisticians.
D) SPSS, and most statistical software packages, are programmed to use the correct
statistic.
E) clients will not know the difference.
The purpose of the weighted mean in stratified sampling is:
A) to provide an overall sample mean that represents all the strata.
B) to provide more weight to those strata whose means are the lowest.
C) to provide more weight to those strata whose means are the highest.
D) to provide an overall sample mean that represents the majority of the strata.
E) to provide more weight to those strata whose means are equal.
The advertising director in your firm announced her resignation this morning to take
another job, and she is leaving this afternoon. Your boss has asked you to take charge of
advertising. Unfortunately, you learn the former director was just beginning planning
for an upcoming promotion of one of the company’s new products. Your immediate
decision is to determine a brand name for the product. As the former director leaves, she
stops by to drop off some marketing research reports she had just received, which
includes several tests on brand names that were proposed for the new brand. The
research company tested 30 potential brand names. For each brand name, they collected
data on a number of variables such as “intention to purchase” and “attitude toward the
brand name.” All these variables were collected using 5-point intensity continuum
scales. Thus, all the variables possess an interval level of measurement. Just focusing on
the two variables mentioned (“intention to purchase” and “attitude toward the brand
name”), what type of analysis would you conduct to help you make the decision?
A) Pearson product moment correlation analysis
B) independent samples t tests
C) cross-tabulation
D) cross-tabulation with chi-square tests
E) paired samples tabulation analysis
________ refers to attempting to influence the respondent’s answers through wording,
voice inflection, or body language.
A) Leading the respondent
B) Respondent misunderstanding
C) Respondent fatigue
D) Nonresponse
E) Interviewer cheating
Data gathering is defined as the process of describing a dataset by computing a small
number of statistics that characterize various aspects of the data.
Which of the following will now provide current data about communities every year
instead of once every 10 years?
A) U.S. Census Annual Update Files
B) The American Community Survey
C) Annual Census Update
D) The Annual American Community Update Record
E) Census – Annual Release
Wisconsin Research Associates is asked to help name a new product that is a new type
of nonfat cheese. Several names are suggested: SkinnyCheese, CheeseSmart,
LoFaCheez, and SansCholes. What would be the most appropriate qualitative technique
to determine the meanings of these names to customers?
A) hidden meanings test
B) protocol analysis
C) word association test
D) balloon test
E) laddering test