Using marketing research to select new target markets not only involves determining
the size of various market segments, but also determining if the market segment is
growing or shrinking.
When marketing research is used to improve marketing as a process, the research
information is often published in journals such as The Journal of Marketing Research
and Marketing Research.
A sample frame is a master list of all the sample units in the population.
Systematic sampling is one of the most prevalent types of sampling techniques used in
place of simple random sampling and its use has been increasing.
Question development refers to the practice of selecting appropriate response formats
and wording questions that are understandable, unambiguous, and unbiased.
A valuable byproduct of using the same scale in global marketing research is that
cultural response biases can be identified and adjustments can be made.
It is an acceptable practice in research design to save on data collection costs by
collecting data for multiple clients at the same time.
Focus group moderators are sometimes called qualitative research consultants.
Samples may be validated only by obtaining samples from well-known, reputable
sampling firms.
Causal research is best utilized to define terms.
Although they abound in other areas, codes of ethical behavior have yet to be proposed
in the marketing research industry.
The only practical way to do research with Millennials, who are a prime target for many
companies, is with some online-based data collection method.
The picture test, a projective technique, is carried out by asking respondents to fill in
“balloons” drawn above the heads of the actors.
“Would you say you never think about the warranty when buying a major electronic
device?” is a properly worded question for a marketing research questionnaire.
If you are examining the SPSS output for Pearson correlation, you will find the value of
“1” along the diagonal of the correlation matrix indicating that each variable is perfectly
correlated with itself.
Which technique allows you to achieve the benefits of random digit dialing by adding
some randomly determined number to the telephone number drawn from the telephone
directory?
A) plus-one dialing
B) plus random number dialing
C) random “1” digit dialing
D) minus one dialing
E) additive dialing
Which of the following is the first step in the marketing research process?
A) defining the problem
B) establishing the research objectives
C) establishing the need for marketing research
D) determining methods of accessing data
E) identifying information types and sources
Earl Chestnut and Ann Arnold were considering conducting a focus group for their
company’s cookie brand, Oats N’ Raisins. Their objective was to understand when and
under what circumstances cookies are offered as a snack in households. Earl wanted to
recruit 25 people representing the different groups of employers in the city, that is, a
medical researcher, a longshoreman, a truck driver, someone from the legal community,
and so on. Ann felt it would be better to have a more homogeneous group such as
housewives with kids still in school. Which of the following should be chosen?
A) Earl’s heterogeneous group
B) Ann’s homogeneous group
C) a combination of the two but use at least two dozen focus groups to evaluate
differences between the two types
D) None of the above; focus groups should not be used for the objective given.
E) None of the above; pluralistic research should be used.
Which of the following is the most correct method of determining sample size?
A) percentage of population approach
B) all that can be afforded approach
C) all that time will permit approach
D) using the “100” for local study; “1,000” for national study approach
E) the confidence interval approach
Who, among the following, is given credit for conducting the first continuous and
organized marketing research and is also recognized today as the “Father of Marketing
Research”?
A) Charles Coolidge Parlin
B) C. J. Craig
C) Jed Bartlet
D) Charlie Young
E) Josh Lyman
Which type of visual introduces a set of topics and illustrate their relationships?
A) table
B) picture
C) flow diagram
D) bar graph
E) pie chart
A survey administered to obtain 40 percent Hispanics and 60 percent Europeans is:
A) referral sampling.
B) quota sampling.
C) convenience sampling.
D) judgment sampling.
E) racial sampling.
Which of the following statements is most accurate in terms of the questionnaire
development process?
A) Clients will not be involved until there has been considerable development and
evaluation by the researcher.
B) Clients typically work with researchers on the initial drafts.
C) Clients do not get involved with the questionnaire because it is the domain of the
professional researcher.
D) Clients typically devise questionnaires by themselves because they are closest to the
research problem.
E) Clients design each question, and then send it to the researcher for approval.
Which type of interview technique offers the advantages of cost, quality, and speed?
A) in-office interview
B) telephone interview
C) mall-intercept interview
D) in-home interview
E) “man-on-the-street” interview
An annual publication that lists the top 25 global marketing research firms in the world
is known as:
A) the World’s Top 25.
B) Research World’s 25.
C) the Honomichl Global Top 25.
D) the Limbaugh Top 25.
E) the MRA’s Top 25.
Marketing researchers must evaluate secondary information to determine if it is
reliable. This involves investigating all of the following, EXCEPT:
A) the purpose of the study.
B) who collected the information.
C) the timing of the study.
D) how the information was obtained.
E) consistency with other information.