Name: Score:
61 Multiple choice questions
Term 1 of 61
One of the primary disadvantages of observational data is that _____________.
It is time consuming
It requires no planning or preparation
It guarantees immediate results
It is always free of charge
Term 2 of 61
Of the four administration types of communication data, ______________ achieves the highest
response rate.
Mailed Survey
Internet-based Questionnaire
Telephone Survey
Personal Interview
Term 3 of 61
"Do you agree that BP's record of destroying the environment is bad for American consumers?"
This question makes the common mistake of ____________________.
Using a leading question
Using a neutral question
Asking an open-ended question
Employing a rhetorical question
,Term 4 of 61
Researchers often foolishly confuse correlation with ______________.
correlation
causation
relationship
association
Term 5 of 61
Which type of measurement scale does the following question utilize?
"How challenging is marketing research to you? 1 = very easy, 2 = easy, 3 = neither easy nor
difficult, 4 = difficult, 5 = very difficult"
Interval
Nominal
Categorical
Regression
Term 6 of 61
When you collect data for the purposes of the study at hand, you are utilizing _____________.
Primary Data
Tertiary Data
Aggregated Data
Historical Data
,Term 7 of 61
Which type of measurement scale does the following question utilize?
"Do you plan to attend graduate school? Yes, no, not sure"
Nominal
Interval
Ratio
Ordinal
Term 8 of 61
If you participate in a marketing research study and at the end feel that its real purpose was just
to get you to try the product, that is an example of
Sugging
Marketing
Frugging
Data Mining
Term 9 of 61
Outliers should be ___________.
identified, then set aside during analysis
ignored completely
averaged with other data
included in the final results
, Term 10 of 61
Frequency analysis is most useful when the variable considered is ______________.
Only ordinal
Only nominal
Both; nominal and ordinal
Interval
Term 11 of 61
What research design is a literature search?
Descriptive
Experimental
Exploratory
Causation
Term 12 of 61
One of the primary advantages to using observational data is that it is ____________.
Highly Subjective and Biased
Completely Random and Unreliable
Only Based on Personal Opinions
Both Objective and Accurate
Term 13 of 61
If a small business owner went to the U.S. Bureau website to view the National census in order
to gain insights into their local customers, this would be an example of utilizing ____________.
Field Research
Experimental Research
Secondary Research
Qualitative Research
61 Multiple choice questions
Term 1 of 61
One of the primary disadvantages of observational data is that _____________.
It is time consuming
It requires no planning or preparation
It guarantees immediate results
It is always free of charge
Term 2 of 61
Of the four administration types of communication data, ______________ achieves the highest
response rate.
Mailed Survey
Internet-based Questionnaire
Telephone Survey
Personal Interview
Term 3 of 61
"Do you agree that BP's record of destroying the environment is bad for American consumers?"
This question makes the common mistake of ____________________.
Using a leading question
Using a neutral question
Asking an open-ended question
Employing a rhetorical question
,Term 4 of 61
Researchers often foolishly confuse correlation with ______________.
correlation
causation
relationship
association
Term 5 of 61
Which type of measurement scale does the following question utilize?
"How challenging is marketing research to you? 1 = very easy, 2 = easy, 3 = neither easy nor
difficult, 4 = difficult, 5 = very difficult"
Interval
Nominal
Categorical
Regression
Term 6 of 61
When you collect data for the purposes of the study at hand, you are utilizing _____________.
Primary Data
Tertiary Data
Aggregated Data
Historical Data
,Term 7 of 61
Which type of measurement scale does the following question utilize?
"Do you plan to attend graduate school? Yes, no, not sure"
Nominal
Interval
Ratio
Ordinal
Term 8 of 61
If you participate in a marketing research study and at the end feel that its real purpose was just
to get you to try the product, that is an example of
Sugging
Marketing
Frugging
Data Mining
Term 9 of 61
Outliers should be ___________.
identified, then set aside during analysis
ignored completely
averaged with other data
included in the final results
, Term 10 of 61
Frequency analysis is most useful when the variable considered is ______________.
Only ordinal
Only nominal
Both; nominal and ordinal
Interval
Term 11 of 61
What research design is a literature search?
Descriptive
Experimental
Exploratory
Causation
Term 12 of 61
One of the primary advantages to using observational data is that it is ____________.
Highly Subjective and Biased
Completely Random and Unreliable
Only Based on Personal Opinions
Both Objective and Accurate
Term 13 of 61
If a small business owner went to the U.S. Bureau website to view the National census in order
to gain insights into their local customers, this would be an example of utilizing ____________.
Field Research
Experimental Research
Secondary Research
Qualitative Research
