Archives: Quiz

An operational definition is necessary for a construct to be measured empirically. Categorical measures are the most difficult level of measurement to analyze. Answer: FALSE In a disguised survey, the respondent is not identified. Answer: FALSE Properly programmed, the computer-administered […]

The question “Don’t you see problems with using your credit card for an online purchase?” is an example of a loaded question. Whenever there is an information gap that is relevant to the problem, the researcher and manager come to […]

Since every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation. The creation of the introduction should entail just as much care and effort as […]

Data coding refers to the creation of a computer file that holds the raw data taken from all of the acceptable completed questionnaires. A CATI is a form of person-administered interview. Answer: FALSE The AMA’s definition of marketing research is […]

Your XL Data Analyst software can generate random numbers for you. Although it is preferred, there does not have to be a variable label, or a unique, short, single-word description for that variable placed in the first row on the […]

ANOVA is not an analysis of the standard deviations of the groups. In large-scale projects, and especially in cases in which the data entry is performed by a subcontractor, researchers utilize a data code book which identifies (1) the questions […]

A variable description is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire. Syndicated sources of secondary data cover a variety of general topics of interest to the public and […]

Central location telephone interviewing is in many ways the research industry’s standard. Choice of data collection method should be objective and not based on cultural or infrastructure considerations. Answer: FALSE In experimental design nomenclature, an E represents the experimental effect: […]

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Test marketing is the phrase commonly used to indicate an experiment, study or test that is conducted in a field setting. Answer: TRUE The formula […]

By far, the most commonly used level of confidence in marketing research is the 99% level corresponding to 2.58 standard errors. Summarization, generalizing, comparing and relating are the four functions of data analysis. Answer: TRUE Transition questions are simple and […]

There are two options for confidence intervals: (1) the general case, and (2) findings-specific confidence intervals. Levels of measurement of a scale are: open-ended, categorical, and metric. Answer: TRUE The more evidence you have, the more precise you will be […]

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages. A) Scanner data B) Secondary data C) Qualitative data D) Modular data E) Cashier data An unproven statement or proposition about […]

Researchers enter the realm of the decision maker when they ________. A) make an appointment no less than 2 weeks in advance B) state the facts C) send an invoice for professional services they have redeemed D) explain the research […]

To estimate the accuracy of predicted values, it is useful to calculate the ________. A) analysis of variance B) correlation coefficient C) standard error of estimate D) residual E) precision coefficient The advantages of using in-home interviewing to collect research […]

Which of the following is an example of a longitudinal design in a descriptive research project? A) Surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food. B) A variety of promotional […]

An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called a(n) ________. A) analytical model B) theory C) hypothesis D) objective E) broad-based research […]

The correlation coefficient between two variables varies depending on their underlying units of measurement. According to the text, factorial designs are the most common statistical designs. Answer: TRUE The researcher must make sure that management does not overly rely on […]

The association technique requires the respondent to construct a response in the form of a story, dialogue, or description. Promotion is considered an uncontrollable environmental factor. Answer: FALSE Collecting and analyzing data are steps involved in the data-processing stage. Answer: […]

Descriptive research is a type of exploratory research that has as its major objective the description of something-usually market characteristics or functions. Validity takes place when the occurrence of X increases the probability of the occurrence of Y. Answer: FALSE […]

The general rule for recording answers to unstructured questions is to record the responses verbatim. A field environment is an artificial setting for experimentation in which the researcher constructs the desired conditions. Answer: FALSE According to the text, a pie […]

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research. Electronic devices automatically record behaviors that supplement a diary for media […]

A depth interview is conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. An advantage of using mail interviews to collect research data is the ability to control the interviewing environment. Answer: […]

According to the text, the statistical approaches to determining sample size based on confidence intervals may involve the estimation of the mean or the proportion. Concomitant variation occurs when the presumed cause and presumed effect are both present and both […]

In the case of conducting thet-test on the means of two samples of observations, the samples can be independent or paired. According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research […]

Outside marketing research companies hired to supply marketing research data are called external suppliers. Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated […]

Casewise deletion is a method of handling missing values in which for each calculation or analysis, only the respondents with complete responses are considered. The ability to improve decision making by using “what if” analysis is a characteristic of a […]

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales. A form of convenience sampling in which the population elements are […]

Data cleaning is the last stage of the data preparation process. Private online communities can play the role of extended focus groups. Answer: TRUE According to the text, surveys are used primarily for new product testing. Answer: FALSE According to […]

All of the experimental designs discussed in the book can be implemented within the context of the virtual world but not the real social world. At the editing stage, the researcher makes a preliminary check for consistency. Answer: TRUE A […]

“Deliverables” are the information and documents to be given to the client at the conclusion of the project. Researchers have one choice for collecting their data: hire a data collection agency. Answer: FALSE A report prepared for top management should […]

Compared to mail surveys, e-mail surveys offer time and cost advantages, as well as more flexibility. Random reliability is a popular approach for assessing reliability. Answer: FALSE Social media can play a crucial role in disseminating the results and the […]

Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control. Promised incentives are incentives that are included with the survey or questionnaire. Answer: FALSE In multiple regression, the strength of association […]

The sample statistic is used as an estimate of the population parameter. To estimate the accuracy of predicted values, it is useful to calculate the standard error of estimate. Answer: TRUE A statement that some difference or effect is expected […]

Analysis of variance is a statistical technique for examining the differences among means for two or more populations. Coding of fieldwork means verifying that field workers are submitting authentic interviews. Answer: FALSE A marketing research problem asks what information is […]

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called coding. When using a semantic differential, the respondent is typically asked to […]

Scales are only presented horizontally. The process of generalizing the sample results to the population results is called statistical inference. Answer: TRUE Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be […]

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 […]

Cross-tabulation examines associations between variables, not causation. Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class. Answer: TRUE An equation used to explain the results of multiple regression analysis […]

If the Treasury sells debt that is purchased by the Federal Reserve and uses the funds to purchase military equipment, the excess reserves of the banking system are not affected. If the “times-interest-earned” were 1.5, that implies the interest payments […]

If management substitutes new common stock for retained earnings, that tends to reduce the cost of capital. The managers of mutual funds have tended to outperform the market consistently. Answer: F When the general public uses money in checking accounts […]

Greater risk is associated with larger beta coefficients. Accounts receivable are adjusted for doubtful accounts (i.e., accounts that may not be paid). Answer: T If the probability of an investment’s cash inflows is decreased, the firm’s cost of capital should […]

The optimal capital structure minimizes the weighted average of the cost of debt and the cost of equity. An origination fee reduces the cost of credit. Answer: F If a person buys a stock for $10 and sells it after […]

The return on an investment in stock depends on both dividends and capital gains. Net working capital is the difference between current assets and current liabilities. Answer: T Blanket inventory loans are illustrative of secured, short-term credit. Answer: T An […]

The dividend-growth model determines what an investor thinks a stock is worth but not necessarily its price. If suppliers want to discourage the use of trade credit, they may shorten the pay period (i.e., offer 2/10, n25 instead of 2/10, […]

The cost of retained earnings tends to exceed the cost of issuing new stock because of the flotation costs. Stocks with low beta coefficients have higher required rates of return. Answer: F The higher the “times-interest-earned,” the safer (i.e., more […]

Since high use of debt is associated with more risk, it may also lower the stock’s price. Your broker recommends that you purchase Good Mills at $30. The stock pays a $2.20 annual dividend, which (like its per share earnings) […]

An increase in the cost of an investment decreases the investment’s cash flows. An annuity of $100 for 10 years is currently less valuable if interest rates are 10% instead of 12%. Answer: F What is the annual rate of […]

The corporate income tax rates increase as earnings increase. In a short sale investors sell stock they own with the intention to buy it back within a short period of time. Answer: F Accounts payable are illustrative of liabilities that […]

Low P/E stocks indicate that the firm distributes a large proportion of its earnings as cash dividends. If accounts receivable are 15% of sales and sales double, the regression analysis says that accounts receivable will become 30% of sales. Answer: […]

An increase in accounts payable is a cash outflow. If accounts receivable are 20% of sales and the level of sales doubles, the percent of sales says that accounts receivable will be 40% of sales. Answer: F Because interest is […]