question

Marketing research: Select one: a. is the use of information to identify and define marketing problems. b. aims to improve our understanding of management as a process. c. aims to promote government regulation of research activities. d. is only useful in companies with over $1 million in annual sales. e. is not very useful to a provider of services, such as banks.

answer

a. is the use of information to identify and define marketing problems.

question

What is the basic purpose of marketing research? Select one: a. To make decisions for managers. b. To furnish information that aids decision-making. c. To assist government regulatory agencies. d. To confirm management's decisions. e. To help develop new products.

answer

b. To furnish information that aids decision-making.

question

Which of the following currently uses market research? Select one: a. Retail companies b. Political institutions c. Religious organizations d. Not-for-profit institutions e. All of the above

answer

e. All of the above

question

A company wants to identify the market for a new candy bar and commissions a survey of 1000 middle-school students from three cities. In this case, all middle-school students in the three cities are the _____ for the market research. Select one: a. population b. sample Incorrect c. control group d. census e. focus group

answer

a. population

question

Which of the following is an example of advocacy research? Select one: a. A firm manipulates research questions to portray a favorable impression of its products. b. A website employs people to click on its ads in order to generate increased revenue. c. A firm surveys its existing customers in order to find those who might be interested in a new product. d. An airline offers reduced fares to frequent fliers, but does not advertise these on its website. e. A marketer contacts people for a survey, but is actually trying to sell a product.

answer

a. A firm manipulates research questions to portray a favorable impression of its products. Correct

question

Which of the following is an example of sugging? Select one: a. A firm manipulates research questions to portray a favorable impression of its products. b. A website employs people to click on its ads in order to generate increased revenue. c. A firm surveys its existing customers in order to find those who might be interested in a new product. d. An airline offers reduced fares to frequent fliers, but does not advertise these on its website. e. A marketer contacts people for a survey, but is actually trying to sell a product.

answer

e. A marketer contacts people for a survey, but is actually trying to sell a product. Correct

question

Which of the following types of marketing research is most likely to be unethical? Select one: a. Causal research b. Descriptive research c. Clinical research d. Quantitative research e. Advocacy research

answer

e. Advocacy research

question

Emma's Ice Cream hires a local marketing research firm to find out which flavors and innovations local customers would prefer. The marketing research firm in the above scenario is conducting what type of research? Select one: a. Causal research b. Exploratory research c. Advocacy research d. Translational research e. Syndicated research

answer

b. Exploratory research Correct

question

The Handyman Tools Company commissioned a survey designed to determine whether homeowners prefer plastic or metal casings on electric screwdrivers. The results of this survey will likely be used as input into decisions concerning which element of the marketing mix? Select one: a. Price b. Product c. Publicity d. Promotion e. Place

answer

b. Product Correct

question

Which of the following is TRUE? Select one: a. Marketing research companies only provide syndicated research. b. Marketing research began to grow when firms could no longer sell all they could produce. c. Marketing research for retail is tailored specifically for the company, and is therefore always conducted in-house. d. Marketing research is dominated by international, especially European firms, and is has only a minor collection of firms in the United States. e. All of the above are true.

answer

b. Marketing research began to grow when firms could no longer sell all they could produce.

question

The two fundamental sources of marketing research problems are: Select one: a. planned change and unplanned change. b. ineffective advertising and change. c. poor sales and ineffective advertising. d. poor management and unplanned change. e. technological advancement and customer suggestions.

answer

a. planned change and unplanned change.

question

The main purpose of discovery-oriented marketing research is to: Select one: a. decide what to do about a planned change. b. find out what is happening and why. c. try out a new product in a test market. d. describe changes in the internal environment. e. capture and evaluate a new idea.

answer

b. find out what is happening and why.

question

Which of the following is TRUE? Select one: a. Many managers cannot clearly and precisely state the nature of the decision problem they want investigated. b. Managers do not need to be actively involved in the marketing research process. c. If a decision-maker will not change his decision regardless of the result of the research, the research should still be conducted for informational purposes. d. A researcher should not worry about the decision alternatives as decision-makers typically provide researchers with a complete list of them. e. All of the above statements are true.

answer

a. Many managers cannot clearly and precisely state the nature of the decision problem they want investigated.

question

Research problems might arise from: Select one: a. unanticipated change in the marketing environment. b. a firm's planned change of a marketing variable. c. customer complaint letters and salepeople's reports. d. both a and c. e. a, b and c.

answer

e. a, b and c.

question

A research request agreement includes all of the following items, EXCEPT: Select one: a. an analysis of the results of the research process. b. the decision problem confronting the manager. c. the target population from which a sample will be drawn. d. an approximation of the time and expense of the research report. e. the way each piece of information will be used.

answer

a. an analysis of the results of the research process.

question

It is important to meet with the client at the earliest stages of the research project so that: Select one: a. an appropriate budget can be established. b. the researcher(s) and client can begin to develop rapport and trust. c. research methods can be selected in time to meet project deadlines. d. the researcher(s) can get as much background information as possible. e. Both b and d

answer

e. Both b and d

question

A store manager seeking to discover why store revenues have fallen in the past two months is faced with: Select one: a. a discovery-oriented decision problem b. normal thinking c. a strategy-oriented decision problem d. serendipity e. none of the above.

answer

a. a discovery-oriented decision problem

question

A store manager attempting to discover methods by which store revenue can be raised is faced with: Select one: a. a discovery-oriented decision problem. b. a promise problem. c. a conjugacy problem. d. a strategy-oriented decision problem. e. all of the above.

answer

d. a strategy-oriented decision problem.

question

The research proposal: Select one: a. is used primarily to summarize the problem definition process. b. does not include proposed research methods. c. lays out the proposed method of conducting the research. d. is a request to a researcher who will study the problem. e. cannot be changed once it has been accepted by the manager.

answer

c. lays out the proposed method of conducting the research.

question

Despite research proving that consumers preferred the taste of New Coke, its introduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if: Select one: a. researchers had concentrated on advocacy research. b. researchers had broadened the sample population. c. researchers had defined the problem differently. d. researchers had changed the method for the taste tests. e. researchers had focused on novelty rather than taste.

answer

c. researchers had defined the problem differently.

question

The descriptive study: Select one: a. usually takes the form of an experiment. b. has its major emphasis on the discovery of insights and ideas. c. is concerned with determining the frequency with which something occurs. d. is concerned with the determination of a cause-and-effect relationship. e. has as its main objective the establishment of priorities for future research.

answer

c. is concerned with determining the frequency with which something occurs.

question

A causal research design is typically concerned with: Select one: a. the frequency with which something occurs. b. the discovery of ideas and insights. c. how two variables vary together. d. the determination of cause-and-effect relationships. e. establishing priorities when studying competing explanations of phenomenon.

answer

d. the determination of cause-and-effect relationships.

question

The major emphasis in exploratory research is on: Select one: a. determining the frequency with which something occurs. b. the discovery of ideas and insights. c. the relationship between two variables. d. determining cause-and-effect relationships. e. providing definitive answers.

answer

b. the discovery of ideas and insights.

question

A hypothesis: Select one: a. is a conjectural statement about the relationship between two variables that are measurable or potentially measurable. b. is a broad, vague problem statement. c. cannot be discovered during research. d. does not have clear implications for testing the relationship between variables. e. is only found in the causal type of research.

answer

a. is a conjectural statement about the relationship between two variables that are measurable or potentially measurable.

question

Which research design(s) is (are) typically guided by an initial hypothesis? Select one: a. Causal b. Descriptive c. Exploratory d. Exploratory and causal e. Descriptive and causal

answer

e. Descriptive and causal

question

A literature search is a type of _____. Select one: a. causal research b. exploratory research c. experimental research d. descriptive research e. Both b and c.

answer

b. exploratory research

question

Exploratory studies: Select one: a. usually involve probability sampling plans. b. usually use structured questionnaires. c. use a formal design. d. are characterized by flexibility. e. require a clear, precise statement of the research problem.

answer

d. are characterized by flexibility.

question

A small group of people brought together to discuss a topic of interest to researchers is known as a(n): Select one: a. task force. b. guidance committee. c. experience group. d. focus group. e. development group.

answer

d. focus group.

question

Which of the following best represents the objective of the moderator in conducting a focus group? Select one: a. Staying very focused on the subject at hand. b. Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity. c. Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic. d. To conduct as many persons through the group as possible during the time allowed; this enables the results to be more representative. e. The moderator must be completely unfamiliar with the purpose of the research.

answer

c. Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic.

question

Focus groups have proven productive for all of the following, EXCEPT: Select one: a. determining the feelings of the general population. b. generating hypotheses to be tested further. c. stimulating ideas for new products. d. interpreting previously obtained results. e. developing lists of characteristics on which consumers evaluate products.

answer

a. determining the feelings of the general population.

question

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants. This is known as Select one: a. synergism. b. serendipity. c. stimulation. d. snowballing. e. None of the above.

answer

d. snowballing.

question

Benefits of focus groups include: Select one: a. ideas that can drop "out of the blue." b. snowballing of ideas. c. more spontaneous responses than in one-on-one interviews. d. easy interpretation of responses. e. a, b, and c.

answer

e. a, b, and c.

question

Which of the following is a limitation of individual depth interviews? Select one: a. They are typically much more expensive than groups. b. They generally do not get the same degree of client involvement as focus groups. c. They are physically exhausting for the moderator, so it is difficult to cover as much ground in one day as it is with groups. d. Only a and b e. a, b, and c.

answer

e. a, b, and c.

question

Analysis of selected cases refers to: Select one: a. intensive study of selected examples of the phenomenon of interest. b. descriptive designs. c. a market test in a standard test market. d. the sampling frame. e. the analysis of the data gathered from a controlled market.

answer

a. intensive study of selected examples of the phenomenon of interest.

question

True longitudinal analysis: Select one: a. is concerned with the determination of cause-and-effect relationships. b. can be performed on any panel. c. involves a one-time cross-sectional sample of elements from the population of interest. d. is simply a fact-gathering study. e. can only be performed using panels that rely on repeated measurements of the same variables.

answer

e. can only be performed using panels that rely on repeated measurements of the same variables.

question

The two types of experiments that can be distinguished are: Select one: a. laboratory and survey. b. laboratory and field. c. field and survey. d. scientific and field. e. cross-sectional and panel.

answer

b. laboratory and field.

question

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation? Select one: a. Controlled test marketing b. Standard test marketing c. Forced-distribution test marketing d. Simulated test marketing e. Electronic test marketing

answer

c. Forced-distribution test marketing

question

Simulated test markets: Select one: a. provide protection from competitors. b. are good for assessing trial and repeat purchase behavior. c. are slower than full-scale tests. d. are good for spotting weak products. e. a, b and d.

answer

e. a, b and d.

question

In an experiment, the experimenter can manipulate the _____ variables, but has no control over the _____ variables. Select one: a. dependent; independent b. independent; outcome c. outcome; causal d. dependent; outcome e. independent; causal

answer

d. dependent; outcome

question

Dell Corporation sent five different versions of an email to customers to determine which message was most effective at getting customers to make online purchases. While online sales rose by nearly 20%, two of the versions demonstrated higher than normal click-through rates. Experimentation conducted in a realistic environment is called a: Select one: a. field experiment. b. laboratory experiment. c. survey experiment. d. cross-sectional experiment. e. longitudinal experiment.

answer

a. field experiment.

question

The basic rule that should be followed by all researchers when beginning the data collection process is to: Select one: a. begin with secondary data, and then proceed if necessary to collect primary data. b. always start by consulting the statistical abstract of the United States. c. begin with primary data, then supplement if needed with secondary data. d. always investigate external sources of secondary data first. e. design a field experiment to collect primary data.

answer

a. begin with secondary data, and then proceed if necessary to collect primary data.

question

The most important advantage(s) of secondary data is(are) that: Select one: a. it is appropriate for many purposes. b. it is usually more thoroughly tested and evaluated. c. it may involve additional field and office personnel. d. there could be possible cost and time savings. e. it provides a welcome rest in the library.

answer

d. there could be possible cost and time savings.

question

Secondary data rarely fit perfectly the researcher's particular problem. The most important reason for the lack of fit is(are): Select one: a. out-of-date statistics, differences in units of measurement, differences in class boundaries. b. differences in units of measurement, theories of measurement, and class boundaries. c. differences in evaluations of what is important. d. the volume of data provided is too large. e. differences in collection method and research design.

answer

a. out-of-date statistics, differences in units of measurement, differences in class boundaries.

question

In general, the one most productive source of internal secondary data for marketing research problems is: Select one: a. the firm's Annual Report. b. warranty registration cards. c. the sales invoice. d. salesperson's call reports. e. individual customer records.

answer

c. the sales invoice.

question

A major drawback to using U.S. census data in marketing research projects is: Select one: a. the quality of the data is suspect due to coding and tabulation problems. b. the data may not be as current as the researcher needs. c. data is seldom available at the level of detail needed by the researcher. d. data is unobtainable in machine-readable formats. e. census data is only available for demographic variables.

answer

b. the data may not be as current as the researcher needs.

question

A mink coat retailer wishes to locate in cities that may offer good market potential for their coats. They need cities with average incomes exceeding $85,000. However, the secondary information source they find has an income category of $70,000 to $100,000. This represents a major disadvantage of secondary data, which is: Select one: a. different units of measurement. b. different class definition. c. out of date data. d. data having high credibility. e. Both a and b.

answer

b. different class definition.

question

AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices, salesperson expense accounts, warranty cards, etc. This is an example of a firm's: Select one: a. external published secondary source. b. internal secondary source. c. external commercial secondary source. d. tertiary data. e. None of the above.

answer

b. internal secondary source.

question

Joe is conducting research for the marketing department of Major League Baseball about the effects of sports strikes on ticket sales. The regression model he has developed is from information and data he found in sports journals, periodicals, and newspapers. Joe is using what kind of data in his research? Select one: a. Primary data b. Secondary data c. Survey data d. Focus group data e. Experimental data

answer

b. Secondary data

question

A representative group of individuals or households that keeps track of purchases made or products consumed over a given period of time is called a scanner. Select one: True False

answer

False

question

People meter is a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it. Select one: True False

answer

True

question

Procter & Gamble, the manufacturer of Olay skin lotion, has traditionally targeted women over 30 years of age. This is an example of: Select one: a. demographic segmentation. b. racial segmentation. c. psychographic segmentation. d. ethnic segmentation. e. regional segmentation.

answer

a. demographic segmentation.

question

Personality refers to the: Select one: a. traits and mannerisms of an individual. b. overall evaluation of a particular product by an individual. c. individual's understanding of a fact or a phenomenon. d. age and education of an individual. e. financial background of an individual.

answer

a. traits and mannerisms of an individual.

question

John's purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political beliefs on immigration and his opinions on saving the environment. All of these are part of the personal influence factor called: Select one: a. attitude. b. socioeconomic characteristics. c. beliefs. d. lifestyle. e. demographics.

answer

d. lifestyle.

question

An individual's overall evaluation of something determines that individual's: Select one: a. want. b. attitude. c. motive. d. need. e. personality.

answer

b. attitude.

question

Which of the following can be used to measure knowledge of an advertisement? Select one: a. Unaided recall b. Aided recall c. Recognition d. Only a and b. e. a, b, and c.

answer

e. a, b, and c.

question

In the context of marketing research, a consumer's anticipated or planned future behavior is referred to as: Select one: a. intention. b. motivation. c. goal orientation. d. need satisfaction. e. lifestyle.

answer

a. intention.

question

The process of tracking behavioral information via the Web is called: Select one: a. Web surfing. b. Web trailing. c. Web analytics. d. Web engineering. e. Web shadowing.

answer

c. Web analytics.

question

Which of the following is an example of the observation method of collecting primary data? Select one: a. Administering a questionnaire to shoppers in a supermarket. b. Recording the amount of time a shopper stops in front of a point-of-purchase display. c. Asking shoppers which brand they noticed first in a shelf display. d. Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children. e. Using a tape recorder to gather shopper impressions of a new store layout design.

answer

b. Recording the amount of time a shopper stops in front of a point-of-purchase display

question

A method of data collection where the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called: Select one: a. observation. b. communication. c. deduction. d. extrapolation. e. interpretation.

answer

a. observation.

question

The observation method: Select one: a. can give very good estimates for past behavior. b. depends on the memory and mood of the respondent in the reporting of an occurrence. c. is considered to be more objective than the communication method. d. is generally a faster means of data collection than the communication method e. is considered a less accurate method than the communication method.

answer

c. is considered to be more objective than the communication method.

question

One of the common indices used to measure the short-term success of an ad is "day-after-recall." Select one: True False

answer

True

question

Researchers believe that motives tend to be less stable than behavior. Select one: True False

answer

True

question

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope. Select one: True False

answer

True

question

Attitudes and opinions are best determined by observation. Select one: True False

answer

False

question

Disguised observation is a more accurate way of recording consumer behavior than undisguised observation. Select one: True False

answer

True

question

The responses as well as questions are standardized in a(n): Select one: a. unstructured questionnaire. b. disguised questionnaire. c. structured questionnaire. d. depth interview. e. focus group.

answer

c. structured questionnaire.

question

Long questionnaires can usually be handled best by: Select one: a. telephone interview. b. mail questionnaire. c. personal interview. d. a focus group interview. e. a depth interview.

answer

a. telephone interview.

question

A(n) ____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity. Select one: a. personal interview b. telephone interview c. mail questionnaire d. mall-intercept interview e. None of the above.

answer

c. mail questionnaire

question

Which of the following is an accurate statement with regard to personal interviews? Select one: a. In general they tend to be the least expensive per completed contact. b. As the number of interviewers increases, so do problems of interviewer-related variations in responses. c. It takes as long to get replies from a small sample as from a large sample. d. Interviewer-induced bias is minimal. e. They are less costly than telephone interviews.

answer

b. As the number of interviewers increases, so do problems of interviewer-related variations in responses.

question

Which of the following data collection methods provides the fastest turnaround? Select one: a. Mail surveys b. Mall interviews c. E-mail surveys d. In-home personal interviews e. Fax surveys

answer

c. E-mail surveys

question

Which of the following questionnaire administration methods is the LEAST expensive? Select one: a. Personal interviews b. Email/Web-based surveys c. Mail surveys d. Depth interview e. Telephone surveys

answer

b. Email/Web-based surveys

question

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called? Select one: a. Person-on-the-street interview b. Mall-intercept interview c. Drop-off survey d. Ad recall interview e. None of the above.

answer

b. Mall-intercept interview

question

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives: Select one: a. open-ended questions. b. closed-ended questions. c. scaled-response questions. d. ad reaction measurement. e. None of the above.

answer

a. open-ended questions.

question

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university. She secures a list of students from the student directory. She assigns each student a unique number and then uses a random number table to select her sample. The student directory from which Jane selects her sample of students to contact is referred to as: Select one: a. sampling frame. b. sampling control. c. sampling error. d. sampling directory. e. None of the above.

answer

sampling frame.

question

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use: Select one: a. in-office personal interviews. b. in-home personal interviews. c. focus group interviews. d. mail questionnaires. e. observation research.

answer

d. mail questionnaires.

question

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent. Select one: True False

answer

True

question

One problem with mail questionnaires is that they typically cost more than telephone interviews. Select one: True False

answer

False

question

The fixed-alternative question is most useful when possible replies are well known, limited in number and clear cut. Select one: True False

answer

True

question

A disguised questionnaire makes the purpose of the research obvious. Select one: True False

answer

False

question

Debriefing is the process of providing appropriate information to respondents during the data collection stage. Select one: True False

answer

False

question

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification? Select one: a. Nominal b. Ordinal c. Interval d. Ratio e. Continuous

answer

a. Nominal

question

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is: Select one: a. nominal. b. ordinal. c. interval. d. ratio. e. the interchanging of scale values always affects the purpose.

answer

Correct

question

The ordinal scale represents a higher level of measurement than the nominal scale in that: Select one: a. the assigned numerals serve to identify the objects. b. the magnitude of the differences in the objects is shown. c. the assigned numerals represent the order as well as identifying the object. d. it has a natural zero. e. it has an arbitrary zero.

answer

c. the assigned numerals represent the order as well as identifying the object.

question

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to _____ scales. Select one: a. nominal b. ordinal c. interval d. ratio e. interval and ratio

answer

e. interval and ratio

question

If he/she wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using _____ and a(n) _____ scale. Select one: a. an open-ended item; interval b. an open-ended item; ratio c. age range categories; ordinal d. age range categories; interval e. an open-ended item; nominal

answer

b. an open-ended item; ratio

question

Which of the following is the most complete description of permissible measures of central tendency for an interval scale? Select one: a. Arithmetic mean, median, mode b. Geometric mean, mode, median c. Median, mode d. Arithmetic mean, geometric mean e. Mode, arithmetic mean

answer

a. Arithmetic mean, median, mode

question

Which of the following is an example of an interval scale? Select one: a. Female/male b. Attitude toward an advertisement c. Social class d. Income e. Number of purchasers

answer

b. Attitude toward an advertisement

question

The number of "outs" in a baseball game is measured on a(n): Select one: a. ratio scale. b. interval scale. c. ordinal scale. d. nominal scale. e. categorical scale.

answer

a. ratio scale.

question

Which of the following can be measured? Select one: a. Weight b. Height c. Attitude d. Both a and b e. a, b, and c

answer

e. a, b, and c

question

_____ scales possess an absolute zero. Select one: a. Nominal b. Ordinal c. Interval d. Ratio e. Continuous

answer

d. Ratio

question

You have been assigned the task of evaluating consumer acceptance of, and favorability toward, a new product that a company has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use? Select one: a. Nominal b. Ordinal c. Interval d. Ratio e. Need more information

answer

a. Nominal

question

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of: Select one: a. systematic error. b. arbitrary error. c. random error. d. scaling error. e. marginal error.

answer

a. systematic error.

question

Validity is: Select one: a. concerned with the relationships of random error with systematic error. b. equal to the true score plus the systematic error. c. equal to the true score plus systematic error minus random error. d. concerned with the extent to which differences in scores reflect true differences in the characteristic. e. concerned with the extent to which differences in scores reflect instability in the measurements.

answer

d. concerned with the extent to which differences in scores reflect true differences in the characteristic.

question

One hundred sports writers are given a survey and asked to rank basketball players in categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top 10 players, within the given categories. This is evidence of: Select one: a. reliability. b. concurrent validity. c. efficacy. d. predictive validity. e. construct validity.

answer

a. reliability.

question

A study was done on the campus of a major state institution to measure attitudes of students toward the recent fee increase. One question asks respondents to rank the following five fees on a scale of 1 to 5, where 1 = most willing and 5 = least willing. _____ Computer fee _____ Library fee _____ Parking fee _____ Student Center fee _____ Kinesiology Building fee This is an example of a(n) _____ scale. Select one: a. nominal b. ordinal c. interval d. ratio e. none of the above

answer

b. ordinal

question

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is: Select one: a. mode; mean. b. median; mean. c. mean; mode. d. mean; median. e. mode; median.

answer

a. mode; mean.

question

Identify the type of scale from amongst the following. South Koreans cars are of: Poor---------High Quality Select one: a. Stapel scale b. Likert scale c. Summated-ratings scale d. Graphic-ratings scale e. Semantic-differential scale

answer

d. Graphic-ratings scale

question

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one). 1 strongly disagree 2 disagree 3 neither agree nor disagree 4 agree 5 strongly agree Select one: a. Stapel scale b. Likert scale c. Semantic-differential scale d. Graphic-ratings scale e. Constant-sum scale

answer

b. Likert scale

question

When using the semantic-differential technique, researchers: Select one: a. watch for observable responses from subjects. b. ask subjects to memorize facts for future recall. c. utilize word-association and sentence completion tests. d. generate a list of bipolar adjectives or phrases. e. calculate a total score for each subject by averaging the scores across items.

answer

d. generate a list of bipolar adjectives or phrases.

question

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale? Select one: a. Graphic-ratings scale b. Semantic-differential scale c. Constant-sum scale d. Stapel scale e. Likert scale

answer

c. Constant-sum scale

question

Almost nothing in marketing research can be measured without error. Select one: True False

answer

True

question

Random error affects the measurement in a constant way. Select one: True False

answer

False

question

Consistency is the hallmark of validity. Select one: True False

answer

False

question

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct embedded somewhere in the questionnaire. Select one: True False

answer

True

question

Reliability is necessary but not sufficient for establishing the validity of a measure. Select one: True False

answer

True

question

Marketing Research

answer

the organization's formal communication link with the environment

question

research process

answer

a general sequence of steps that can be followed when designing and conducting research

question

marketing research ethics

answer

the principles, values, and standards of conduct followed by marketing researchers

question

advocacy research

answer

research that is conducted to support a position rather than to find the truth about an issue

question

sugging

answer

contacting people under the guise of marketing research when the real goal is to sell them products

question

normal thinking

answer

a routine way of looking at a business situation. Researchers should offer a new perspective on the situation if possible

question

decision problem

answer

the basic problem facing the manager, for which marketing research is intended to provide answers

question

discovery-oriented decision problem

answer

a decision problem that typically seeks to answer, "what?" or "why?" questions about a problem/opportunity. The focus is generally on generating useful information

question

strategy-oriented decision problem

answer

a decision problem that typically seeks to answer "how?" questions about a problem/opportunity. the focus is generally on selecting alternative courses of action

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research problem

answer

a restatement of the decision problem in research terms

question

research request agreement

answer

a document prepared by the researcher after meeting the decision maker that summarizes the problem and the information that is need to address it

question

research proposal

answer

a written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology

question

request for proposal (RFP)

answer

a document that describes the problem for which research is sought and asks providers to offer proposals including cost estimates, about how they would perform the job

question

Exploratory resarch

answer

research design in which the major emphasis is on gaining ideas and insights

question

descriptive research

answer

research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary

question

casual research

answer

research design in which the major emphasis is on determining cause-and-effect relationships

question

hypothesis

answer

a statement that describes how two or more variables are related

question

literature search

answer

a search of popular press, trade literature, academic literature, or published statistics from research firms or governmental agencies for data or insight into the problem at hand

question

depth interviews

answer

interviews with people knowledgeable about the general subject being investigated

question

focus groups

answer

an interview conducted among a small number of individuals simultaneously, the interview relies more on group discussion than on directed questions to generate ideas

question

moderator

answer

the individual who meets with focus group participants and guides the session

question

moderator's guidebook

answer

an ordered list of the general (and specific) issues to be addressed during a focus group; the issues normally should move from general to specific

question

case analysis

answer

intensive study of selected examples of the phenomenon of interest

question

benchmarking

answer

using organizations that excel at some function as sources of ideas for improvement

question

ethnography

answer

the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings

question

dummy table

answer

a table with no entries used to show how the results of the analysis will be presented

question

cross sectional study

answer

investigation involving a sample of elements selected from the population of interest that are measured at a single point in time

question

longitudinal study

answer

investigation involving a fixed sample of elements that is measured repeatedly through time

question

continuous panel

answer

a fixed sample of respondents who are measured repeatedly over time with respect to the same variables

question

discontinuous panel

answer

a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement

question

sample survey

answer

cross sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages

question

experiment

answer

scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables change

question

laboratory experiment

answer

research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others

question

field experiement

answer

research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit

question

market testing (test-marketing)

answer

a controlled experiment done in a limited but carefully selected sector of the marketplace

question

standard test market

answer

a testes market in which the company sells the product through its normal distribution channels

question

controlled test market

answer

an entire test program conducted by an outside service in a market in which it can guarantee distribution

question

simulated test market (STM)

answer

a study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market

question

secondary data

answer

information not gathered for the immediate study at hand but for some other purpose

question

primary data

answer

information collected specifically for the investigation at hand

question

primary source

answer

the originating source of secondary data

question

secondary source

answer

a source of secondary data that did not originate the data but rather secured them from another source

question

decision support system (DSS)

answer

a combination of database, analytical models and dialog system that allows managers to develop and access customized information

question

expert system

answer

a computer-based artificial intelligence system that attempts to model how experts in the area process information to solve the problem at hand

question

data mining

answer

the use of analytic techniques to explore the data held within a data-set in order to isolate useful information

question

geodemography

answer

the availability of demographic, consumer-behavior and lifestyle data by arbitrary geographic boundaries that are typically quite small

question

scanner

answer

an electronic device that automatically reads the UPC imprinted on a product, looks up the price in an attached computer and instantly prints the description and price of the item on the cash register recept

question

single-source data

answer

data that allow researchers to link together purchase behavior household characteristics, and advertising exposure at the household level

question

people meter

answer

a device used to measure when a television is on, to what channel it is tuned, and who in the household is watching it

question

personality

answer

normal patterns of behavior exhibited by an individual, the attributes, traits, and mannerisms that distinguish one individual from another

question

attitude

answer

an individual's overall evaluation something

question

awareness/knowledge

answer

insight into or understanding of facts about, some object or phenomeneon

question

intentions

answer

anticipated or planned future behavior

question

motive

answer

a need, want, drive, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs behavior toward goals

question

behavior

answer

what individuals have done or are doing

question

communication

answer

a method of data collection involving questioning of respondents to secure the desired information, using a data collection instrument called a questionnaire

question

observation

answer

a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded

question

structured observation

answer

the problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record/analyze the situation

question

unstructured observation

answer

the problem has not been specifically defined, so a great deal of flexibility is allowed the observers in therms of what they note and record

question

undisguised observation

answer

the subjects are aware that they are being observed

question

disguised observation

answer

the subjects are not aware that they are being observed

question

natural setting

answer

subjects are observed in the environment where the behavior normally takes place

question

contrived setting

answer

subjects are observed in and environment that has been specifically designed for recording their behavior

question

human observation

answer

individuals are trained to systematically observe a phenomenon and to record on the observation form the specific events that take place

question

electrical or mechanical observation

answer

an electrical or mechanical device observes a phenomenon and records the events that take place

question

response latency

answer

the amount of time a respondent deliberates before answering a question

question

galvanometer

answer

a device used to measure changes in the electrical resistance of the skin that are associated with changes in emotion

question

voice-pitch analysis

answer

analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal

question

eye tracker camera

answer

a device used by researchers to study a subjects eye movements while he or she is reading advertising copy

question

structure

answer

the degree of standardization used with data collection instrument

question

fixed-alternative question

answer

a question in which the responses are limited to stated alternatitves

question

open-ended question

answer

a question for which respondents are free to reply in their own words rather than being limited to choosing from a set of alternatives

question

disguise

answer

the amount of knowledge about the purpose of sponsor of a study communicated to the respondent. an undisguised questionnaire for example is one in which the purpose of the research is obvious

question

debriefing

answer

the process of providing appropriate information to respondents after data have been collected using disguise

question

personal interview

answer

direct, fact-to-face conversation between an interviewer and the respondent

question

mall intercept

answer

a method of data collection in which interviewers in a shopping mall stop or interrupt a sample of those passing by to ask them if they would be willing to participate in a research study

question

telephone interview

answer

telephone conversation between an interviewer and a respondent

question

random-digit dialing (RDD)

answer

a technique used in studies using telephone interviews in which the numbers to be called are randomly generated

question

computer-assisted interviewing (CAI)

answer

using computers to manage the sequence of questions and to record the answers electronically through the use of a keyboard

question

mail questionnaire

answer

a questionnaire administered by mail to designated respondents with an accompanying cover letter. the respondents return the questionnaire by mail to the research organization

question

internet-based questionnaire

answer

a questionnaire that relies on the internet for recruitment and/or completion; two forms include email surveys and questionnaires completed on the web

question

measurement

answer

rules for assigning numbers to objects to represent quantities of attributes

question

nominal scale

answer

measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification

question

ordinal scale

answer

measurement in which numbers are assigned to data on the basis of some order of objects

question

interval scale

answer

measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members

question

ratio scale

answer

measurement that has a natural, or absolute zero and therefore allows the comparison of absolute magnitudes of the numbers

question

self-report

answer

a method of assessing attitudes in which individuals are asked directly for their beliefs about or feelings towards an object or class of objects

question

itemized-ratings scale

answer

a scale on which individuals must indicate their ratings of an attribute or object by selecting the response category that best describes their position on the attribute or object

question

summated-ratings scale

answer

a self-report technique for attitude measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements

question

semantic-differential scale

answer

a self-report technique for attitude measurement in which the subjects are asked to check which cell between a set of bipolar adjectives or phrases best describes their feelings toward the object

question

snake diagram

answer

a diagram that connects the average responses to a series of semantic-differential statements, thereby depicting the profile fo the object or objects being evaluated

question

graphic ratings scale

answer

a scale in which individuals indicate their rating s of an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other

question

comparative ratings scale

answer

a scale requiring subjects to make their ratings as a series of relative judgements or comparisons rather than as independent assessments

question

constant sum method

answer

a comparative ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability

question

global measure

answer

a measure designed to provide an overall assessments of an object or phenomenon, typically using one or two items

question

composite measure

answer

a measure designed to provide a comprehensive assessment of an object or phenomenon with items to assess all relevant aspects or dimensions

question

systematic error

answer

error in measurement that is also know as constant error because it affects the measurement in a constant way

question

random error

answer

error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irregular ways

question

validitiy

answer

the extent to which differences in scores on a measuring instrument reflect true differences among individuals, groups, or situations in the characteristic that it seeks to measure, or true differences in the same individual, group, or situation from one occasion to another rather than systematic or random errors

question

reliability

answer

ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure

question

filter quesiton

answer

a question used to determine whether a respondent is likely to possess the knowledge being sought; also used to determine whether an individual qualifies as a member of the defined population

question

response order biase

answer

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented

question

split-ballot technique

answer

a technique used to combat response bias, in which response options are reordered or randomized to create different versions of the survey

question

leading question

answer

a question framed so as to give the respondent a clue as to how he or she should answer

question

unstated alternative

answer

an alternative answer that is not expressed in a question's options

question

assumed consequence

answer

a problem that occurs when a question is not framed so as to clearly state the consequences and thus generates different responses from individuals who assume different consequences

question

double-barreled question

answer

a question that calls for two responses and creates confusion for the respondent

question

funnel approach

answer

an approach to question sequencing that gets its name from its shape, starting with broad questions and progressively narrowing down the scope

question

question order bias

answer

the tendency for earlier questions on a questionnaire to influence respondents answers to later questions

question

branching question

answer

technique used to direct respondents to different places in a questionnaire, based on their response to the question at hand

question

pretest

answer

use of a questionnaire on a trial basis in a small pilot study to determine how well the questionnaire works

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