Marketing Research Final - Test Bank
) Which of the following is NOT true of prediction?
A) It is a statement of what is believed will happen in the future.
B) It may be based on prior observation.
C) We are seldom confronted with the need to make predictions.
D) It may be based on past experience.
E) Marketing managers are constantly faced with the need to make predictions. - ANSWER-C) We are
seldom confronted with the need to make predictions.
1) ________ is defined as all errors in a survey except those attributable to the sample plan and sample
size.
A) Transcriptional error
B) Sampling risk
C) Continuity error
D) Nonsampling error
E) Sampling frame - ANSWER-D) Nonsampling error
1) What type of analysis would be used to answer a question such as "Which customer demographic is
most strongly related to product purchase/nonpurchase"?
A) association or relationship analysis
B) predictive analysis
C) predictive or relationship analysis
D) analysis of variance
E) canine/feline regression analysis - ANSWER-A) association or relationship analysis
1) What type of research involves collecting, analyzing, and interpreting data by obtaining free form,
nonstandardized, or open-ended observations and statements of what people do and say.
A) qualitative methods
B) quantitative methods
C) pluralistic methods
D) strategic research methods
E) survey research methods - ANSWER-A) qualitative methods
1) Which of the following is defined as determining if and how much of a property is possessed by an
object?
,Marketing Research Final - Test Bank
A) scale level
B) attributes of properties
C) subjective and objective properties
D) measurement
E) intensity determination - ANSWER-D) measurement
10) ________ analysis determines the strength and direction of relationships between two or more
variables.
A) Differences
B) Association
C) Predictive
D) Inference
E) Descriptive - ANSWER-B) Association
10) Interview evaluation refers to:
A) an evaluation of the quality of the interviews by an editor.
B) an evaluation of the interviews by the client/manager.
C) an overall procedure for evaluating the quality of the entire interview process.
D) respondent anxieties caused by the presence of an interviewer.
E) interviewer anxieties caused by the interview procedure - ANSWER-D) respondent anxieties caused by
the presence of an interviewer.
10) With which type of observation technique do researchers observe tangible evidence of some event,
such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?
A) covert
B) archives
C) invented
D) physical traces
E) overt - ANSWER-D) physical traces
11) External secondary data may be grouped into which three sources?
A) published, syndicated services data, and databases
B) published, nonpublished data, and other electronic sources
C) syndicated services data, external data, and complex data
, Marketing Research Final - Test Bank
D) fields, records, databases
E) published, fields, CRMs - ANSWER-A) published, syndicated services data, and databases
11) If we define our population as all households in the city of Chicago, Illinois, and we use the Chicago
telephone directory from which to draw our sample units, we would likely have:
A) a survey with sample frame error. B) a representative survey.
C) a survey containing error. D) a survey with a poorly defined master list. E) a census - ANSWER-A) a
survey with sample frame error.
11) In bivariate regression analysis, the dependent variable is one that is:
A) used to predict the independent variable, and it is the x in the regression formula.
B) used to predict the independent variable, and it is the y in the regression formula.
C) predicted, and it is usually termed x in the regression formula.
D) predicted, and it is usually termed y in the regression formula.
E) predicted, and it is termed b in the regression formula. - ANSWER-D) predicted, and it is usually
termed y in the regression formula.
11) Statistical concepts such as correlation and cross-tabulation are forms of ________ analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive - ANSWER-B) association
11) The primary disadvantage of computer-administered surveys is that:
A) real-time data capture is error-prone.
B) because the data is entered directly into the computer, interview evaluation time is limited.
C) costs of design, programming, debugging, and set up are high. D) a limited number of people have
access to computers. E) technology anxiety is common. - ANSWER-C) costs of design, programming,
debugging, and set up are high.
11) When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy,
which type of observation is being used?
A) overt
B) covert
C) physical traces
) Which of the following is NOT true of prediction?
A) It is a statement of what is believed will happen in the future.
B) It may be based on prior observation.
C) We are seldom confronted with the need to make predictions.
D) It may be based on past experience.
E) Marketing managers are constantly faced with the need to make predictions. - ANSWER-C) We are
seldom confronted with the need to make predictions.
1) ________ is defined as all errors in a survey except those attributable to the sample plan and sample
size.
A) Transcriptional error
B) Sampling risk
C) Continuity error
D) Nonsampling error
E) Sampling frame - ANSWER-D) Nonsampling error
1) What type of analysis would be used to answer a question such as "Which customer demographic is
most strongly related to product purchase/nonpurchase"?
A) association or relationship analysis
B) predictive analysis
C) predictive or relationship analysis
D) analysis of variance
E) canine/feline regression analysis - ANSWER-A) association or relationship analysis
1) What type of research involves collecting, analyzing, and interpreting data by obtaining free form,
nonstandardized, or open-ended observations and statements of what people do and say.
A) qualitative methods
B) quantitative methods
C) pluralistic methods
D) strategic research methods
E) survey research methods - ANSWER-A) qualitative methods
1) Which of the following is defined as determining if and how much of a property is possessed by an
object?
,Marketing Research Final - Test Bank
A) scale level
B) attributes of properties
C) subjective and objective properties
D) measurement
E) intensity determination - ANSWER-D) measurement
10) ________ analysis determines the strength and direction of relationships between two or more
variables.
A) Differences
B) Association
C) Predictive
D) Inference
E) Descriptive - ANSWER-B) Association
10) Interview evaluation refers to:
A) an evaluation of the quality of the interviews by an editor.
B) an evaluation of the interviews by the client/manager.
C) an overall procedure for evaluating the quality of the entire interview process.
D) respondent anxieties caused by the presence of an interviewer.
E) interviewer anxieties caused by the interview procedure - ANSWER-D) respondent anxieties caused by
the presence of an interviewer.
10) With which type of observation technique do researchers observe tangible evidence of some event,
such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?
A) covert
B) archives
C) invented
D) physical traces
E) overt - ANSWER-D) physical traces
11) External secondary data may be grouped into which three sources?
A) published, syndicated services data, and databases
B) published, nonpublished data, and other electronic sources
C) syndicated services data, external data, and complex data
, Marketing Research Final - Test Bank
D) fields, records, databases
E) published, fields, CRMs - ANSWER-A) published, syndicated services data, and databases
11) If we define our population as all households in the city of Chicago, Illinois, and we use the Chicago
telephone directory from which to draw our sample units, we would likely have:
A) a survey with sample frame error. B) a representative survey.
C) a survey containing error. D) a survey with a poorly defined master list. E) a census - ANSWER-A) a
survey with sample frame error.
11) In bivariate regression analysis, the dependent variable is one that is:
A) used to predict the independent variable, and it is the x in the regression formula.
B) used to predict the independent variable, and it is the y in the regression formula.
C) predicted, and it is usually termed x in the regression formula.
D) predicted, and it is usually termed y in the regression formula.
E) predicted, and it is termed b in the regression formula. - ANSWER-D) predicted, and it is usually
termed y in the regression formula.
11) Statistical concepts such as correlation and cross-tabulation are forms of ________ analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive - ANSWER-B) association
11) The primary disadvantage of computer-administered surveys is that:
A) real-time data capture is error-prone.
B) because the data is entered directly into the computer, interview evaluation time is limited.
C) costs of design, programming, debugging, and set up are high. D) a limited number of people have
access to computers. E) technology anxiety is common. - ANSWER-C) costs of design, programming,
debugging, and set up are high.
11) When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy,
which type of observation is being used?
A) overt
B) covert
C) physical traces
