Chapter 6: Descriptive and Causal Research Designs
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Q1) Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?
A)Descriptive data
B)Causal data
C)Cross-sectional data
D)Panel data
E)Experimental data
Q2) What type of research design should a researcher use if he/she wishes to determine conclusively the effect of a change in price on the sales of a particular brand of soap?
A)Basic research
B)Longitudinal
C)Causal
D)Exploratory
E)Descriptive
Q3) List the six specifications of a descriptive study:
Q4) Compare and contrast descriptive and causal research designs.
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Chapter 7: Secondary Data
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Q1) Compare and contrast primary and secondary data.
Q2) Mark Cuban,the owner of the Dallas Mavericks,wants to increase the sales of Mavericks merchandise.His marketing manager gathers information on how other teams in the NBA,like the Los Angeles Lakers increased there merchandise sales.This information on the Lakers is known as
A)primary Data.
B)stealing data.
C)secondary Data.
D)irrelevant data.
E)None of the above.
Q3) Name at least one of the key sources researchers should keep in mind in conducting a search process: ____________________.
Q4) Studies are done by companies for public relations purpose to take a position on a particular issue.For example,KFC recently asked its customers the following question,"Do you prefer your chicken in a container that is environmentally friendly?" These types of studies are called Advocacy research.
A)True
B)False
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Chapter 8: Standardized Marketing Information Services
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Q1) Which of the following statements about Homescan is FALSE?
A)Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising.
B)The Homescan Service maintains a panel of 61,500 participating households.
C)Participants use a handheld scanner to record the UPC codes of products as they are purchasing them at the store.
D)The service is able to record information such as the age and sex of the shopper or the price paid for the product.
E)Information from each household is downloaded periodically to Nielsen's computer system.
Q2) Which of the following describes the "recognition method" used to assess a particular ad's effectiveness? A respondent is
A)shown slides and asked if he or she remembers them.
B)given an open-ended questionnaire.
C)given a self-administered questionnaire.
D)given a self-administered questionnaire with pictures.
E)asked whether he or she has read each ad as he/she pages through an open magazine.
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Chapter 9: Collecting Primary Data
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Q1) Ferrari has segmented their market on the basis of income and lifestyle.Their target market have household income greater than $200,000 and enjoy spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of
A)demographics.
B)psychographics.
C)geographic.
D)demographics and psychographics.
E)demographics and product usage.
Q2) If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring A)motivation.
B)intention. C)attitude.
D)personality.
E)demographics.
Q3) ____________________ refers to an individual's overall evaluation of something.
Q4) A person's ____________________ refer to the individual's anticipated or planned future behavior.
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Chapter 10: Collecting Information by Communication
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Q1) A typical telephone interview should last how long?
A)1-2 minutes
B)3-4 minutes
C)5-10 minutes
D)11-15 minutes
E)longer than 15 minutes
Q2) The problem of nonresponse due to refusals to participate is usually
A)lower with personal interviews than with either telephone interviews or mail-administered questionnaires.
B)lower with mail questionnaires than with telephone or personal interviews.
C)lower with telephone interviews than with mail questionnaires or personal interviews.
D)the same no matter what communication method is used.
E)None of the above are true.
Q3) With web surveys,question sequencing can be programmed into the survey.
A)True
B)False
Q4) The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.
Q5) Compare and contrast the main methods of administering questionnaires.
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Chapter 11: Collecting Information by Observation
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Q1) Observers in a supermarket are watching customers selecting apples.They have been given a check list and told to check all the behaviors that apply for each consumer.This method of data collection is a(n)
A)unstructured-disguised observation.
B)unstructured-undisguised observation.
C)contrived setting observation.
D)structured observation.
E)laboratory observation.
Q2) Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.
Q3) A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance.This exhibits a measure of the most popular entrance to the store.What type of measurement situation is she using?
A)Survey
B)Observation
C)Thematic Apperception Tests (TAT)
D)People meter
E)Experiment
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Chapter 12: Asking Good Questions: Measurement Basics
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Q1) A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.
A)True
B)False
Q2) Which of the following is NOT true when a scale is a ratio scale?
A)The scale allows for comparison of the absolute magnitude of numbers.
B)The zero point is established arbitrarily.
C)If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c."
D)If "a" equals "b" and "b" equals "c," then "a" equals "c."
E)The mode and the median are permissible measures of central tendency.
Q3) Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.
Q4) Which of the following is an example of an interval scale?
A)Female/Male
B)Attitude toward an advertisement
C)Social class
D)Income
E)Number of purchasers
Q5) Discuss,in detail,the two types of error that may affect measurement scores.
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Chapter 13: Measuring Attitudes and Other Variables
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Q1) Which of the following is NOT an itemized-rating scale?
A)Likert scale
B)Faces scale
C)Semantic-differential scale
D)Summated-ratings scale
E)Constant-sum scale
Q2) Which of the following statements about Likert summated-ratings scales is FALSE?
A)The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
B)The subject indicates his or her degree of agreement or disagreement with each statement.
C)Researchers anchor only the endpoints of the scale.
D)A total score for each subject can be calculated by adding or averaging the scores across items.
E)Subjects can indicate the intensity of their feelings.
Q3) Reverse scaling should only be used sparingly.
A)True
B)False
Q4) The most common approach taken by marketing researchers to measure attitude is ____________________ measures.
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Chapter 14: Designing the Questionnaire or Observation
Form
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Q1) Which of the following is TRUE?
A)Designing a questionnaire is often an iterative process,with steps or sequences of steps often being repeated.
B)It is difficult,if not impossible,to state a question in such a way that it will mean exactly the same thing to every respondent.
C)Gathering information by way of a questionnaire requires decisions with respect to structure and disguise and also whether it will be administered by mail,telephone,or personal interview.
D)Both a and b.
E)a,b,and c.
Q2) Which of the following is NOT true about the randomized-response model?
A)The particular question asked is selected at random.
B)The interviewer does not know which question the respondent is answering.
C)The probability of the sensitive question asked is not known.
D)The probability of the "innocuous" event occurring is known.
E)It requires sophisticated statistical analysis.
Q3) The words occasionally,sometimes,regularly and often are considered ambiguous.
A)True
B)False
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Chapter 15: Developing the Sampling Plan
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Q1) The distinguishing features of a simple random sample are
A)each population element has a known chance of being selected.
B)each population element has an equal chance of being selected.
C)every combination of n population elements is a sample possibility.
D)Both a and b.
E)a,b,and c.
Q2) With proportionate stratified sampling,the number of elements selected from each stratum
A)is in direct proportion to the relative number of elements in each stratum in the population.
B)is in direct proportion to the relative variability of the characteristic in each stratum in the population.
C)varies directly with the heterogeneity of each stratum.
D)varies directly with the homogeneity of each stratum.
E)None of the above.
Q3) A(n)____________________ is a subset of elements from a larger group of objects.
Q4) A(n)____________________ sample is a nonprobability sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of the elements with the characteristics of the target population.
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Chapter 16: Determining Sample Size
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Q1) Exhibit 16.5 A researcher wished to estimate the proportion of all families who go to the movies at least once a month.He wished the estimate to be accurate within plus or minus 4 percentage points and further desired a 95 percent confidence interval (z = 2)around the result.Additionally,he estimates the population proportion as 0.30. Refer to Exhibit 16.5.Suppose that a 99 percent confidence interval (z = 3)were desired.The required sample size is A)54.
B)450.
C)1381.
D)1181.
E)1000.
Q2) Sample size depends upon the A)type of sample.
B)statistic in question.
C)homogeneity of the population.
D)Both a and c.
E)a,b,and c.
Q3) People who have looked online for health information are called "____________________."
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Chapter 17: Collecting the Data: Nonsampling Errors and Response
Rate Calculation
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Q1) In a "modified" callback,the interviewer
A)interviews whoever is at home after the fourth callback fails to get the designated respondent.
B)only asks the five most important questions on the survey.
C)only attempts three callbacks.
D)only attempts callbacks on a subsample of the group of not-at-homes.
E)leaves a self-administered questionnaire for the designated respondent.
Q2) ____________________ - this type of error occurs when an individual provides a response to an item,but the response is in accurate for some reason.
Q3) Common problems of using lists as sampling frames include
A)the list is not up-to-date.
B)ineligibles are included in the list.
C)duplicates are included in the list.
D)some members of the desired population are not on the list.
E)All of the above are common problems of using lists.
Q4) Lower response rates generally suggest fewer problems with non response bias.
A)True
B)False
Q5) Discuss at least five (5)ways in which response rates might be improved.
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Chapter 18: Data Analysis: Preliminary Steps
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Q1) The field edit ideally occurs
A)as soon as possible after the questionnaire has been administered.
B)before the questionnaire is administered.
C)after tabulating the data.
D)after coding the data.
E)after the interviewing force is disbanded.
Q2) In descriptive research,most of the items included in a questionnaire are likely to be A)precoded.
B)closed-ended.
C)open-ended.
D)exhaustive.
E)mutually exclusive.
Q3) The location of each variable in the data array and the way in which it was coded is contained in a A)diary.
B)random file.
C)codebook.
D)focus group.
E)catalog.
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Chapter 19: Data Analysis: Analyzing Individual Variables
and Basics of Hypothesis Testing
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Q1) One method of visualizing the estimated distribution of the characteristic in question is to construct a
A)frequency polygon.
B)pie chart.
C)histogram.
D)Both a and c.
E)None of the above.
Q2) A researcher had calculated the sample chi-square test statistic to be equal to c<sup>2</sup> = 7.71.For an alpha level of 0.10 and 4 degrees of freedom,the critical value of the chi-square statistic is 7.78.The appropriate conclusion is that the A)sample result is likely to be attributed to chance alone.
B)null hypothesis should not be rejected.
C)null hypothesis should be rejected.
D)Both a and b.
E)alternative hypothesis is true.
Q3) To test directional hypotheses,you would use a two-tailed test.
A)True
B)False
Q4) Discuss the most commonly used descriptive statistics.
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Chapter 20: Data Analysis: Analyzing Multiple Variables
Simultaneously
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Q1) If an organization selects two towns for a market study (one for the test and the other as a control)and measures the amount of trash in pounds per household,it must first determine the equality of the two towns using a
A)test of a single proportion.
B)test of a single mean.
C)test of two means.
D)test of two proportions.
E)None of the above.
Q2) Cramer's V is scaled to range between
A)0.0 and 1.0.
B)-1.0 and 0.0.
C)-1.0 and 1.0.
D)0.0 to ¥.
E)-¥ to ¥.
Q3) The coefficient of determination represents the relative proportion of the total variation in the outcome variable that can be accounted for by the predictor variable in the regression.
A)True
B)False
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Chapter 21: The Research Report
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Q1) Graphical presentation should be used
A)as often as possible as it is the best method.
B)to interpret results.
C)to vividly present the research findings.
D)only if graphs serve the purpose better than text or tables.
E)All of the above apply to graphical presentations.
Q2) Which of the following is TRUE?
A)In general,the amount of detail contained in the research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion.
B)A good rule of thumb in report writing is to include all those findings that might be of interest to the reader.
C)One particularly helpful technique for securing conciseness in a research report is to read the draft aloud.
D)The true summary is an abstract of the whole report in which everything is restated in condensed form.
E)The writer must make a trade-off between completeness and conciseness.
Q3) Distinguish between a conclusion and a recommendation.
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