The budget process allows the researcher and the decision maker to compare the
estimated value of the information with the projected costs.
In a pictograph, the area of each section, as a percentage of the total circle, reflects the
percentage associated with the value of a specific variable.
The most commonly used technique for fitting a straight line to a scattergram is the
least-squares procedure.
An example of a disadvantage of using surveys is interviewer error.
Coding consists of screening questionnaires to identify illegible, incomplete,
inconsistent, or ambiguous responses.
The supervisor should ask a complex and sensitive survey question when validating an
interview with a respondent.
Pairwise deletion may be appropriate when the sample size is large.
An information system that enables decision makers to interact directly with both
databases and analysis models is called a decision support system.
Social media content available in the public domain is representative and appropriate
for use in marketing research.
Nonsampling errors are frequently attributed to the competition.
A well-designed questionnaire can motivate the respondents and increase the response
rate.
The distribution of the values of a sample statistic computed for each possible sample
that could be drawn from the target population under a specified sampling plan is called
the sampling distribution.
Validating the interview is recognized as a phase of the interviewing process.
In a short essay, describe the four broad categories of experimental designs and discuss
the various applications of each design category.
Area sampling relies on clustering based on geographic areas such as counties, housing
tracts or blocks.
Secondary data are data collected for some purpose other than the problem at hand.
The two-tailed test is more powerful than the one-tailed test.
A forced rating scale is a scale that requires the respondents to express an opinion since
a “no opinion” option is not provided.
The most complex of the primary scales of measurement is the ratio scale.
A statistic is a summary description of a characteristic or measure of the sample.
The researcher defines the mission and governance of a social media community.
As a general rule, graphic aids should be used whenever practical.
Pilot surveys contain fewer open-ended questions than large-scale surveys.
The only classifications used for descriptive studies are in the following three
categories: 1) sales, 2) consumer perception, and 3) behavior studies.
The correlation coefficient between two variables will be the same regardless of their
underlying units of measurement.
According to the text, fieldwork is the first step in the marketing research process.
The internal and external validity of field experiments conducted overseas is generally
higher than in the United States.
The picture response technique is a projective technique in which the respondent is
shown a picture and asked to tell a story describing it.
According to the text, interval scales are the simplest to use.
Nielsen’s PRIZM features lifestyle clusters of every U.S. neighborhood based on
geo-coding.
Of the three itemized rating scales considered, the semantic differential scale is used the
least.
All of the following are mentioned in the text as disadvantages that are related to
unstructured questions EXCEPT:
A) respondent response limitations.
B) recording error.
C) data coding.
D) added complexity of analysis.
E) A and D
A formalized set of procedures for generating, analyzing, storing, and distributing
pertinent information to marketing decision makers on an ongoing basis is called a(n)
________.
A) transactions processing system
B) formal system
C) marketing information system
D) expert system
E) research directorate
In marketing research, ________ are used both to measure attitudes and opinions, and
as index numbers.
A) nominal scales
B) ordinal scales
C) interval scales
D) ratio scales
E) random scales
________ involves testing the significance of the overall regression equation as well as
specific partial regression coefficients.
A) Correlation analysis
B) Significance testing
C) Regression analysis
D) Factor analysis
E) Residual analysis
An information system that enables decision makers to interact directly with both
databases and analysis models is called a(n) ________.
A) transaction processing system
B) decision support system
C) expert system
D) marketing information system
E) information load
Which sources of secondary data would be helpful in defining the problem of Wendy’s
increasing its share of the fast food market?
A) a field research project conducted by Wendy’s to answer the question of how to
increase its share of the fast food market
B) a report from the Fast Food Retailers Association on changing preferences for
consumer tastes
C) a U.S. Census Bureau report on the changing demographic profile of the U.S.
consumer
D) all of the above
E) B and C only
If an outside agency was brought in to conduct work for a research project after the first
three steps in the marketing research process were completed, which step would the
agency conduct?
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) doing fieldwork or collecting data
Which of the following is NOT a step involved in conducting bivariate regression
analysis?
A) estimation of parameters
B) questionnaire development
C) significance testing
D) prediction accuracy
E) examination of residuals
________ is an interviewer characteristic described as “takes charge and can turn
refusals around by conveying the purpose of the survey and its importance.”
A) Third ear
B) Pride
C) Ethics
D) Command
E) Work orientation
To the extent possible, interviewers should be selected ________ since this increases
the probability of a successful interview.
A) to emphasize a higher income class than respondents
B) to match respondents’ demographics
C) to emphasize a lower income class than respondents
D) based primarily on their availability
E) based on height and weight tables
In marketing research, ordinal scales are used for all of the following purposes
EXCEPT:
A) preference rankings.
B) market shares.
C) market position.
D) social class.
E) B and C
In sampling, a(n) ________ is the object or person about which or from which the
information is desired.
A) element
B) incident
C) hypothesis
D) census
E) information unit
________ involves the transformation of data to create new variables or modify
existing ones.
A) Transformational displacement
B) Transform and reform
C) Transform and modify
D) Variable streamlining
E) Variable respecification
The ________ is a symmetric bell-shaped distribution that is useful for small sample
testing.
A) F distribution
B) p distribution
C) t distribution
D) z distribution
E) chi-square distribution
Which of the following is NOT a way of controlling extraneous variables?
A) Randomization
B) Matching
C) Statistical control
D) Design control
E) Interactive testing
The ________ is the most widely used statistic that summarizes the strength and
direction of association between two metric variables.
A) covariance correlation
B) product moment correlation
C) inverse correlation
D) bivariate correlation
E) F-statistic
Scanner panels with cable TV are used primarily for all of the following purposes
EXCEPT:
A) promotional mix analyses.
B) copy testing.
C) new product testing.
D) positioning.
E) distribution channel selection.
In the case of conducting the t-test on the means of two samples of observations, the
samples can be ________ or ________.
A) independent; random
B) random; exclusive
C) exclusive; dependent
D) independent; paired
E) set-up; breakdown
The range into which the true population parameter will fall, assuming a given level of
confidence, is called the ________.
A) confidence interval
B) precision level
C) sampling distribution
D) standard deviation
E) standard range
Categories are ________ if each response fits into one and only one category code.
A) dependent
B) mutually inclusive
C) collectively exhaustive
D) mutually exclusive
E) uniform
Which of the following is NOT mentioned in the text as a characteristic of an
outstanding interviewer?
A) ability to woo
B) third ear
C) ethics
D) physically attractive
E) command
The collection of elements or objects that possess the information the researcher seeks
and about which the researcher will make inferences is called the ________.
A) target population
B) census
C) element
D) incident
E) intended abstract
A(n) ________ is sent to only those respondents who complete the survey.
A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) completion incentive
________ are indexes of studies and reports published in journals, magazines, and
newspapers.
A) Bibliographic databases
B) Numeric databases
C) Directory databases
D) Full-text databases
E) Special-purpose databases
The first step in the fieldwork process is ________.
A) the selection of field workers
B) the training of field workers
C) the supervision of field workers
D) the evaluation of field workers
E) the validation of fieldwork
________ collect scanner data wherein panel members are issued an ID card allowing
panel members’ purchases to be linked to their identities.
A) Focus group panels
B) Modular group panels
C) Scanner panels
D) Audit panels
E) Cashier panels
Which of the following is NOT an option available for the treatment of missing
responses?
A) substitute a neutral value
B) casewise deletion
C) modify the questionnaire
D) pairwise deletion
E) A and C
Which of the following types of error describes measurement error that arises from
arbitrary changes that have a different effect each time the measurement is made?
A) systematic error
B) forced error
C) coefficient error
D) random error
E) dispersion error
Compared to the collection cost of primary data, secondary data is ________.
A) more expensive
B) approximately the same cost
C) less expensive
D) nonexistent
E) more elusive
To standardize a variable, simply subtract the mean and divide the difference by the
________.
A) variance
B) correlation coefficient
C) residual
D) standard deviation
E) mean
A ________ is a summary description of a characteristic or measure of the sample.
A) statistic
B) confidence interval
C) sampling distribution
D) confidence level
E) summary judgment
The uses of media panels include all of the following EXCEPT:
A) establishing advertising rates.
B) selecting media programs or airtime.
C) determining market potential by geographic area.
D) establishing view profiles.
E) A and B
In a short essay, compare and contrast the categories of mutually exclusive and
collectively exhaustive.
In a short essay, list and discuss how interviewing methods would likely vary across
countries and explain why.
In a short essay, discuss the importance of the report and its presentation for a
marketing research project.
Discuss the relationship between cross-tabulation and frequency distribution.
In a short essay, define unstructured questions and discuss at least two advantages and
two disadvantages to using these types of questions.
In a short essay, discuss the ethical issues related to data preparation and analysis.
In a short essay, discuss the importance of properly supervising field workers and list
and discuss the four elements of field worker supervision.
In a short essay, define incidence rate and completion rate. Next, discuss the use of
incidence and completion rates in determining sample size.
In a short essay, list and discuss the three specific preexperimental designs.
In a short essay, explain the appeal of census data to marketers.
In a short essay, list and discuss the three categories of personal interviewing methods.
In a short essay, discuss the importance of properly evaluating field workers and discuss
five elements that are important when conducting these evaluations.
In a short essay, list and discuss at least seven elements that are included in a proposal
presenting a detailed research design.
In a short essay, discuss the seven steps in the data preparation process. When should
the data preparation process begin? Why is it important to begin the data preparation
process at this step?
Explain how continuous rating scales can be easily implemented on the Internet.
In a short essay, list and discuss the three options available to the researcher for the
treatment of missing responses on a questionnaire.
In a short essay, discuss multiple regression and the multiple regression model.
In a short essay, discuss at least five elements that should be included in the research
design section of the marketing research report.
In a short essay, define cross-tabulation and discuss the three primary reasons
cross-tabulation is widely used in commercial marketing research.
Recently, the competition between Kodak and Fuji has been intensifying. Kodak has
reportedly been analyzing films made by Fuji, and Sam’s Choice to determine the
secrets of these other brands supposedly bright colors. As part of an analysis, a random
sample of camera film from Kodak, Fuji, and Sam’s Choice was used to take photos
under identical light conditions. The film was developed under identical conditions and
then tested photochemically to determine photo brightness. With higher values
indicating brighter film, do the three brands of film have the same brightness? State the
hypotheses for this test. Show your work.
Kodak Fuji Sam’s Choice
32 26 28
34 29 28
31 27 27
30 30 30
37 31 32
Fill in the missing blocks of the ANOVA table below.
