Archives: Quiz

A regression line using the least squares criterion will result in high residuals. A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time. Answer: TRUE Sample accuracy refers to how close a […]

A great deal of “census” information is actually based upon statistical sampling. If two secondary sources of information report different information for what appears to be the same entity, a researcher should avoid using either information source at all costs. […]

The degrees of freedom in chi-square are calculated by multiplying the rows, minus one times the columns, minus one. Marketing research is synonymous with market research. Answer: FALSE In a “Yes/No” question, 50 percent “Yes” and 50 percent “No” shows […]

Syndicated data services companies provide customized information and services to individual clients. Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling. Answer: FALSE Mail surveys suffer from […]

Statistical procedures and models are available to the marketing researcher to help make forecasts about future events, and these fall under the category of association analysis. By the 1960s, marketing research not only had gained acceptance in organizations, but was […]

Customized service firms tailor research services to each client’s specific needs. Data coding is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire. Answer: TRUE Once we establish, through […]

The Duncan’s Multiple Range test is a post hoc test that allows the researcher to determine among which pairs of means significant differences exist. A reference page or endnotes (if appropriate) should precede the appendix. Answer: TRUE The marketing research […]

The PRC has been quickly adopted by both clients and research professionals. Although there are separate differences tests for means versus percentages, all these test for differences between two or more values. As long as you have at least two […]

CAPI stands for computer-assisted personal interviewing. Appendices are necessary and would normally be placed in the front matter of the report. Answer: FALSE All malls allow for as many research firms who wish to intercept shoppers because it attracts more […]

Covariation is defined as the amount of change in one variable systematically associated with a change in another variable. “Faulty recall” occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior […]

Surveys involve interviews with a large number of respondents using a predesigned questionnaire. Causal research, undertaken to help recognize causes and effects, is usually carried out through experiments. Answer: TRUE True experimental designs do not have to resort to relying […]

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos. This “traffic counting” machine would be an example of mechanical observation. Screening questions should be asked at the very end of the questionnaire. […]

The body of the report consists of the following: introduction, research objectives, methodology, results, limitations, and conclusions and recommendations. The American Community Survey (ACS) may represent the most significant change in the availability of secondary data to be used for […]

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner. Marketing researchers make use of samples because obtaining information from every single person in a market […]

A consumer likes the restaurant Red Lobster and answers “Very Satisfied” to a survey about many dimensions of the restaurant without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an […]

Action standards specify what actions are to be taken during the initial stages of the marketing research process. Procter & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful […]

In experimental design nomenclature, an X represents the measurement of the dependent variable. Internal supplier firms organize the research function by using either committees or by assigning individuals the responsibility. They do not have their own departments of marketing research. […]

One of the reasons for taking a sample is that the typical researcher cannot analyze the huge amounts of data generated by a census. Nonresponse includes a failure on the part of a prospective respondent to take part in the […]

Aggregator, or data bank, services offer a wide variety of indexes, directories, and statistical and full-text files, but they are all compiled using the same search logic. Field service firms specialize in collecting data and are full-service firms. Answer: FALSE […]

The axiom, “You can take any finding in the survey, replicate the survey with the same probability sample size, and you will be very likely to find the same finding within the ± percent range of the original finding,” is […]

McDonald’s conducts a study and finds that there is an increase in the number of consumers who value “healthy foods.” These consumers link soy-based meat products with a healthy diet. McDonald’s decides to reintroduce the McLean burger. This example illustrates […]

It is never prudent to search secondary data until you have fully consulted the primary data you have collected. Self-administered surveys place a very high premium on proper questionnaire design. Answer: TRUE A preferred seating arrangement in a focus group […]

A prediction is a statement of what is believed will happen in the future made on the basis of past experience or prior observation. Marketing research users, as well as research suppliers, have agreed that the research report is one […]

Pretests should involve at least one hundred and preferably up to five hundred trial interviews. Exploratory research can be used to help define terms such as ‘satisfaction with service.” Answer: TRUE If you have a significant and very strong correlation, […]

In multiple regression we make a prediction, but we cannot put confidence intervals around our prediction as we can in bivariate regression. Research objectives should specify the unit of measurement used to gather the required information in a research study. […]

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, […]

Immediately in bivariate analysis, the researcher must find out whether or not a linear relationship exists in the population. External supplier firms may be classified into the two categories of full-service and field data service firms. Answer: FALSE Generally speaking, […]

Although frugging is considered unethical, it is not illegal. The logic of hypothesis testing is that if we assume that the hypothesized value is the population parameter, then, at the 95 percent level of confidence, if we took 100 separate […]

Variability (standard deviation) of a population where a mean is being estimated may be estimated by dividing the range by 6. Descriptive research is often carried out at the outset of research projects. Answer: FALSE In evaluations conducted on the […]

Nonprobability samples are those for which members of the population do not have a known chance of completing and turning in a survey. It has nothing to do with the probability of being selected into the sample. ANOVA is used […]

The quality of your marketing research report is an indicator of the credibility of the research in the eyes of the client. In dummy coding, the 0-versus-1 code is traditional, but any two adjacent numbers could be used, such as […]

Information state is a discrepancy between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand. Values that are computed from a complete census, which are considered to be […]

Purposive samples require a judgment as to who should be in the sample. Nonsampling errors can be measured if sampling error is calculated. Answer: FALSE The purpose of marketing research is to link the consumer to the marketers by providing […]

A random sample must be perfectly accurate to be considered a very good representation of the population. The sample unit refers to the basic level of investigation; this could be a person, household, or supermarket. Answer: TRUE n-Way ANOVA is […]

One ethical issue that does not affect the marketing research industry is research integrity. Because marketing research objectively gathers and reports information, there is no issue with withholding, altering, or intentionally misinterpreting information. A tactic for reducing falsehoods and nonresponse […]

Online information is so prevalent and often common sense, so it is okay to use information from websites without referencing the information used. Statistical concepts such as standard error and null hypothesis are forms of predictive analysis. Answer: FALSE In […]

When the descriptors on a scale measure levels or amounts (i.e., the level of sales dollars), the scale is metric (interval or ratio). Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to […]

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion. When a firm’s management has not defined the problem in terms of a decision to be made, researchers should […]

A demographic question such as, “About how many times did you buy fast-food for lunch last week?” should have the median as the appropriate central tendency measure for its responses. The before-after with control group design is a quasi-experimental design. […]

When regression is used as a screening device, the items to report are (1) dependent variable, (2) statistically significant independent variables, (3) signs of beta coefficients, and (4) standardized beta coefficients for the significant variables. While you can go directly […]

Research determines a significant difference between cold remedy preferences depending on symptoms to be relieved. When the marketing manager markets several different remedies, each designed to reduce a different symptom, we can say the differences found in the research are […]

The hypothesized population parameter value can be determined using either a percentage or a mean. The terms “greater than” or “less than” are most commonly used in ordinal scale measurement techniques. Answer: TRUE Tracking studies gather data from retail stores […]

A census is defined as a subset of the population that somehow represents that entire group. The marketing research industry offers many educational opportunities for members of the industry. One highly regarded training program is offered through The Burke Institute. […]

Statistical concepts such as correlation and cross-tabulation are forms of association analysis. The basic concept of the central limit theorem is that all research findings are limited in their application simply because they are based upon a sample and not […]

If the strata sample sizes are faithful to their relative sizes in the population, you have what is called a proportionate stratified sample design. Symptoms are not the problem but are ‘signals” that alert us to a problem. Answer: TRUE […]

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries. In area sampling, the one-step approach is applied if the researcher believes that the various geographic areas (or […]

There is a separate sample size formula for estimating a percentage of the population than for estimating a mean of the population. Questionnaire design is really a process of several interrelated steps. Answer: TRUE The sample size is always related […]

A validation check occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey. We would use the Pearson correlation table if we wanted to visualize the nonmonotonic relationship between two […]

Test markets do not yield infallible results. Sometimes test markets lead to the wrong decision. Long paragraphs in a report are advisable because they show thoroughness. Answer: FALSE Experience surveys are carried out in order to assess the experience levels […]

In parameter estimation, a value such as the population mean is estimated based on a sample’s mean and its size. Marketing research firms classified as “market segment specialists” and “field services” firms are categorized as being full-service supplier firms. Answer: […]