1. The most important step in the research process is __________. (Points: 3)
determining the research design
designing data collection methods and forms
preparing the research report
formulating the problem
2. Change that is proactive, or future-oriented, is known as __________. (Points: 3)
future shock
active change
planned change
unanticipated change
3. Well-planned and executed marketing research should produce __________. (Points: 3)
new marketing strategies
action plans for management to implement
a set of alternative decisions for management
pertinent information
4. A written statement that describes the marketing problem, the purpose of the study, and the
research methodology to be used is known as a __________. (Points: 3)
research proposal
statement of technique
research request
research outline
5. What is the basic purpose for conducting marketing research? (Points: 3)
To make decisions for managers
To furnish information that helps managers make better decisions
To assist government regulatory agencies
To help develop new products
6. Which of the following is NOT a common activity of a marketing research department?
(Points: 3)
Measuring market potential
Creating new advertising
Conducting location analyses
Preparing sales analyses
7. To design a marketing information system, analysts need to know __________. (Points: 3)
what types of decisions each decision-maker regularly makes
what types of special studies are periodically requested
what information is necessary to make decisions
All of the above
8. Historically, one problem with the research project emphasis of gathering marketing
intelligence has been __________. (Points: 3)
its crisis-response orientation
its lack of validity
the lack of trained researchers
the lack of computer resources
9. The recommended minimum time spent in test market is __________. (Points: 3)
less than 3 months
3 to 6 months
7 to 9 months
10 to 12 months
10. A causal research design is typically concerned with __________. (Points: 3)
the frequency with which something occurs
the discovery of ideas and insights
how two variables vary together
the determination of cause-and-effect relationships
11. Exploratory research can be used to __________. (Points: 3)
increase the analyst's familiarity with the problem
clarify concepts
establish priorities in dealing with explanation of problems
All of the above
12. Radio-listening statistics gathered by Arbitron are typically collected using __________.
(Points: 3)
people meters Since 2007, Neilsen uses Portable People Meters
telephone surveys
Audimeters
mail diaries
13. BehaviorScan is an attempt to gain what advantage that mail diaries have over other
scanners? (Points: 3)
speed
the matching of demographic characteristics to purchase behavior
unbiased responses
cost
14. Nielsen's Scantrack service allows clients to evaluate the effectiveness of __________.
(Points: 3)
short-term promotions
pricing changes
new product introductions
All of the above
15. The Nielsen Retail Index is an example of a __________. (Points: 3)
pantry audit
diary panel audit
store audit
product audit
16. If possible, the researcher should always begin with which type of data? (Points: 3)
internal primary data
external primary data
internal secondary data
external secondary data
17. In general, the most productive source of internal secondary data for marketing research
problems is __________. (Points: 3)
the sales invoice
the firm's annual report
a salesperson's call reports
individual customer records
18. An example of secondary data would be __________. (Points: 3)
a survey conducted by the researcher
statistics from the U.S. Census
results of a field experiment conducted by the researcher
results of a phone interview conducted by the researcher
19. Demographic and socioeconomic characteristics __________. (Points: 3)
are easily gathered by researchers
represent people's attributes
define consumer personality types
are all easily verifiable
20. Which of the following demographic/socioeconomic characteristics is generally the most
difficult to verify? (Points: 3)
Sex
Age
Income
Education level
21. Attitudes and opinions __________. (Points: 3)
may be treated interchangeably
are both verbal expressions of internal feelings
reflect intentions to purchase
are best determined by observation
22. The depth interview __________. (Points: 3)
causes severe problems in analysis
requires highly skilled interviewers
lacks structure
All of the above
23. In indirect observation, the researcher is observing __________. (Points: 3)
behavior
intentions
results of behavior
attitudes
24. Observation in a laboratory, as opposed to a natural, setting has the advantage of
__________. (Points: 3)
behavior that is less restricted
fewer tabulation and analysis problems
better control of extraneous influences
greater external validity
25. The number of "outs" in a baseball game is measured on __________. (Points: 3)
a ratio scale
an interval scale
an ordinal scale
a nominal scale
26. Which scale possesses an absolute zero? (Points: 3)
Nominal
Ordinal
Interval
Ratio
27. Code words, letters, or numbers used by security and intelligence organizations to form
secret codes are examples of what type of scales? (Points: 3)
Nominal
Ordinal
Interval
Ratio
28. The use of a snake diagram is associated with __________. (Points: 3)
Likert scales
semantic-differential scales
conjoint analysis
Stapel scales
29. An example of a "motherhood" attribute of a new car would be __________. (Points: 3)
the color
the price
body design
tire brand used
30. A complete canvass of a population is called __________. (Points: 3)
a census
a sample
a sampling frame
a population
31. A stratified sample where the strata are sampled based upon their size and variability is a
__________ sample. (Points: 3)
disproportionate
proportionate
cluster
random
32. Which of the following types of probability samples does not require a complete list of
population elements by name in order to draw the sample? (Points: 3)
stratified sample
systematic sample
area sample
quota sample
33. Sample size depends on __________. (Points: 3)
the type of sample
the statistic in question
the homogeneity of the population
all of the above
34. Nonsampling errors occur because of errors in the __________. (Points: 3)
conceptualization of the response project
reporting of the project results
arithmetic
All of the above
35. Which of the following is a technique that measures the association between a criterion
variable and one or more independent variables? (Points: 3)
Correlation analysis
Analysis of variance
Regression analysis
Z-test
36. The Kolmogorov-Smirnov test can be used to determine whether __________. (Points: 3)
two independent samples are drawn from the same population
two independent samples are drawn from different populations having the same
distribution
two variables x and y are correlated
A and B
37. Trends can be best displayed by using a __________. (Points: 3)
pie chart
line chart
pictograph
bar chart
38. Which type of bar chart is most useful to illustrate the change in two or more series through
time? (Points: 3)
stacked bar-chart
one-scale bar chart
two-scale bar chart
grouped-bar chart
39. When preparing an oral presentation, the first task of the presenter should be to __________.
(Points: 3)
determine who will be in the audience
develop graphical presentation skills
decide on the organization of the presentation
test the sound system in the room
40. To improve your research report writing, __________. (Points: 3)
use technical terminology
read it aloud
use complex sentences
write only one draft
41. The Transportation Department at University of Houston wishes to determine what type of
campus transportation system is preferred by UH's 30,000 undergraduate students. Data is
collected from 400 undergraduate students enrolled in one section of Freshman English
Literature. What type of sample is being utilized in this project? (Points: 3)
Stratified sample I would think this since usually only Freshmen take Freshmen
English. They are in effect creating a stratified sample.
Nonprobability sample
Objective sample
Probability sample
User sample
42. In the famous case in the 1980's, where Coca-Cola introduced the New Coke after much
research, the failure of New Coke was largely due to a marketing research barrier identified as
________. (Points: 3)
a narrow conception of the research
uneven caliber of researchers
poor problem definition
late and occasional erroneous findings
personality and presentation differences
43. Jane Doe wants to administer a short survey on "student driving habits" to a representative
sample of students at the local university. She secured a list of students from the student
directory. She assigned each student a unique number and then used a random number table to
select her sample. The student directory from which Jane selected her sample of students to
contact is referred to as _________. (Points: 3)
sampling frame
sampling control
sampling error
sampling directory
None of the above
44. 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? (Points: 1)
Nominal
Ordinal
Interval
Ratio
Need more information
45. A researcher developing a questionnaire becomes aware of an interesting additional
relationship which could be investigated at very little cost and effort. He knows that this is not
vital to his present research purpose. He should _________. (Points: 3)
investigate it to a limited extent
forget it
evaluate the cost
investigate it carefully
investigate it, as this is likely to reduce sampling error
46. Ten volunteers are requested from your class to test a new bicycle. Of these ten, two are
selected at random for the actual tests. The sampling frame consists of __________. (Points: 1)
the students who were selected for the actual tests
the students who volunteered Students who did not volunteer could not have been
selected for the sample, there for they cannot be in the sampling frame.
all the students in the class
the students who were not selected
all the students in the school
47. A respondent indicated she redeemed a coupon at Wal-Mart last week but later indicated that
she had not visited a Wal-Mart in over two weeks. This type of response poses a problem of
_________. (Points: 3)
completeness
legibility
comprehensibility
consistency
uniformity
48. A questionnaire uses a 1-5 Likert scale to determine job satisfaction. When entering the data
into a file, a researcher types a 7 instead of the 4 that the respondent had circled on the
questionnaire. Such a mistake can be uncovered by performing what type of analysis? (Points:
3)
Analysis of variance
Regression
Double-entry
Frequency analysis
Both c and d A frequency analysis would also show values that exist outside the
expected range.
49. Which of the following is FALSE? (Points: 3)
The research report is the end product of the research process.
The fundamental criterion by which research reports are evaluated is communication
with the reader.
The report reader is the only reason to prepare a research report.
The intended use of the research report does not affect the content of the report.
The research report criteria of completeness, accuracy, clarity, and conciseness are
related.
50. The researcher told his client that the data indicated a relationship between the weight of
dogs and consumption of local dog biscuits. The researcher's remarks were _________. (Points:
3)
a recommendation
a conclusion
a hypothesis
a research proposal
None of the above