Test Bank For Marketing Research, 10th Edition Alvin C. Burns Ann Veeck

Test Bank For Marketing Research, 10th edition Alvin C. Burns Ann Veeck Chapter 1-14 Chapter 1 Introduction to Marketing Research 1) ________ is a short definition of marketing.

A) Meeting needs profitably B) Meeting wants profitably C) Meeting consumer demands profitably D) Meeting business-to-business wants profitably Answer: A LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 2) Which of the following statements best illustrates the view of marketing as service-centered?

A) The service-centered view identifies companies' core competencies.

B) The service-centered view means that marketers must know how to precisely measure service satisfaction.

C) The service-centered view sees internal service levels as more important than external service levels.

D) The service-centered view stresses that service delivery and product quality are now two different concepts.

Answer: A LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) Modern marketing thought holds that firms should ________.

A) separate product-orientation from service-orientation B) focus on service-orientation at the expense of product-orientation C) collaborate with and learn from customers D) collaborate with and learn from competitors Answer: C LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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4) Social media and other advances in technology enable companies to ________.

A) develop better customer relationship management tools B) motivate employees to reduce high product and service failure rates C) focus on defining the best set of product dimensions to match core competencies D) determine how to create, communicate, and deliver value by "hearing the voice" of the consumer Answer: D LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) Why is the marketing concept an important philosophy for marketers?

A) It sets the sales and revenue projects.

B) It dictates the market share a firm will earn and who to target.

C) It determines how marketers view their company's role in terms of what it provides for the market.

D) It determines marketing objectives and ROI. Answer: C LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 6) Adopting the marketing concept means that ________.

A) we have adopted the "right strategy" B) our focus should be on the "right price" at the "right place" C) marketers cannot use just any strategy, but must develop the "right" strategy D) we need to develop "right pricing," "right promotion," and "right distribution" Answer: C LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge

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7) When firms make the right decisions, products and services are produced that its target markets perceive as having value. That value translates into ________.

A) sales, profits, and a positive ROI B) product success and profits C) a profitable bottom-line D) global as well as domestic market success Answer: A LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 8) Which of the following should be revised on an ongoing basis to produce the right strategy as environments change?

A) Market plan decisions B) Product development decisions C) Business decisions D) Financial decisions Answer: C LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 9) Marketing research provides managers with new information to help them make decisions.

Answer: TRUE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 10) Because of new technologies, the competitive landscape changes with less frequency than before.

Answer: FALSE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge

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11) The American Marketing Association defines advertising and sales promotion as the activities, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Answer: FALSE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Because of new methods of market research, modern marketing thought holds that firms should not collaborate and learn from consumers.

Answer: FALSE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 13) Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities.

Answer: TRUE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 14) In many examples of failed products and services, managers could have avoided the associated losses if they had conducted proper marketing research.

Answer: TRUE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 15) The marketing mix is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.

Answer: FALSE LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 4 Copyright © 2026 Pearson Education, Inc.

16) To fully appreciate the role of marketing research, it is helpful to understand its role in and relationship to marketing. Discuss the role of marketing research and its role in and relationship to marketing.

Answer: Answers should mention either the short definition of marketing ("meeting needs profitably") or the lengthier version by the American Marketing Association. Discussion should focus on the relationship of the objectives of marketing and the role of marketing research in helping marketers make crucial decisions. To practice marketing well in today's environment requires access to more and better information. Answers should note that not only is marketing research part of marketing, but also provides information to decision makers.

LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) Advances in technology have increased the opportunities for marketers to "listen" to their consumers. Discuss these advances and the impact on the ability of companies to "hear" the voices of their customers.

Answer: Answers should note that social media provides an important means for marketers to "hear the voice of the consumer" to determine how to create, communicate, and deliver value that will result in long-lasting relationships with customers. The response should discuss how digital media has created a culture that encourages consumer collaboration. The discussion should note that an important collaboration method is crowdsourcing. Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from a large group of people, generally online communities. Crowdsourcing via digital media is just one of many new tools for marketing research.

LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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18) The marketing concept is a much more effective philosophy than either the sales or product orientation philosophies. Define the marketing concept and discuss its relationship to marketing research. Why is the marketing concept considered more effective?

Answer: Answers will vary, but students should define the marketing concept like the following: The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets. Discussion should note that focusing on either sales or products can drive a company out of business because there is little or no recognition of market factors or customers. Comments may include that for many years, business leaders have recognized that the marketing concept is the "right" philosophy. Although the term marketing concept is often used interchangeably with other terms, such as "customer orientation" or "market-driven," the key point is that this philosophy puts the consumer first. The discussion should point out, however, that the marketing concept is just the first step in being successful—firms must put together the right strategies. Answers will point out that marketing research helps put the right strategies in place.

LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) Explain market strategy and why marketing research is important to strategy makers. Do strategies exist in functional areas other than marketing? What is the impact of the marketing concept on marketing strategy?

Answer: Comments should include a statement to the effect that strategy is another name for planning. Answers should include discussion that states firms have strategies in many areas other than marketing. Financial strategy, production strategy, and technology strategy, for example, may be key components of a firm's overall strategic plan. Marketing strategy should be defined like the following: A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper "mix" of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market. Advanced answers should note that because marketers have adopted the marketing concept, they could not come up with just any strategy. Marketers must develop the "right" strategy—the strategy that allows the firm to truly meet the wants and needs of the consumers within the chosen market segment.

LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Reflective thinking

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20) ________ is a process used to define the size, location, and/or makeup of the market for a product or service.

A) Differentiation B) Market research C) Target marketing D) Geocentric research Answer: B LO: 1.2: Define marketing research in several ways Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) According to the American Marketing Association (AMA), what is the function of marketing research?

A) To link the consumer to marketers with information used in marketing decisions B) To link the marketer to global and domestic markets through information C) To link consumers and customers through targeted information D) To link consumers, customers, and markets through specific information channels Answer: A LO: 1.2: Define marketing research in several ways Difficulty: Moderate Classification: Application AACSB: Application of knowledge 22) Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

Answer: TRUE LO: 1.2: Define marketing research in several ways Difficulty: Easy Classification: Application AACSB: Application of knowledge 23) The American Marketing Association's definition of marketing research outlines a twelve-step approach to marketing research.

Answer: FALSE LO: 1.2: Define marketing research in several ways Difficulty: Difficult Classification: Application AACSB: Application of knowledge 24) Market research is not considered a subset of marketing research, but rather a separate type of marketing discipline.

Answer: FALSE LO: 1.2: Define marketing research in several ways Difficulty: Moderate Classification: Application AACSB: Application of knowledge 7 Copyright © 2026 Pearson Education, Inc.

25) Consumers now have more power to speak to others in the marketplace because of globalization, online shopping, and social media.

Answer: TRUE LO: 1.2: Define marketing research in several ways Difficulty: Easy Classification: Application AACSB: Application of knowledge 26) Consumers wanted increasingly larger TV screens to hang on their walls, so Samsung developed an ultra-thin, LED, large-screen TV. This is an example of what use of marketing research?

A) Generating potential marketing actions B) Identifying potential marketing segments C) Identifying marketing opportunities and problems D) Identifying market problems and marketing actions Answer: C LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 27) In 2014, General Mills acquired Annie's Homegrown and used marketing research to identify ways to grow the brand, promote it, and to evaluate plans to market it. This is an example of what use of marketing research?

A) Generating and identifying potential marketing actions B) Generating, refining, and evaluating potential marketing actions C) Identifying marketing opportunities and problems D) Identifying market problems and generating marketing actions Answer: B LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 28) Which of the following correctly describes the difference between basic research and applied research?

A) Applied research helps marketers understand the basic desires and motives of consumers.

B) Applied research expands our knowledge to solve a specific problem.

C) Applied research expands our knowledge, rather than solves a specific problem.

D) Applied research determines the most basic desired features in new products.

Answer: B LO: 1.3: Identify three uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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29) There are distinct differences between basic research and applied research. ________ would be an example of basic research.

A) A winery needing to solve a specific pricing issue relative to its competitors B) A winery needing to respond to issues related to its distribution network C) A winery needing to understand more about exporting wine D) A winery needing to solve a problem it is having exporting wine Answer: C LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 30) If research shows that a significant segment of the market has identifiable needs, then that segment is said to be ________.

A) unattractive B) stable C) shrinking D) growing Answer: D LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 31) Maritz Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. In which functional area would this type of research be useful?

A) Product research B) Pricing research C) Promotion research D) Distribution research Answer: A LO: 1.3: Identify three uses of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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32) Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to ________.

A) product research B) pricing research C) promotion research D) distribution research Answer: C LO: 1.3: Identify three uses of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) What type of research would a winery use that wants to know more about sales channels, product outlets, and even whether these channels are motivated?

A) Product research B) Pricing research C) Promotion research D) Distribution research Answer: D LO: 1.3: Identify three uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 34) General Motors did research on what became the minivan—a small van suitable for families.

The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that ________.

A) marketing research does not always provide management with the right answer B) marketing research does not provide correct answers most of the time C) management should question the methods used to conduct product market research D) marketing research is not as reliable as management's intuition Answer: A LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 35) Research is collected on groups or topics such as product research, pricing research, promotion research, and distribution research.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 10 Copyright © 2026 Pearson Education, Inc.

36) Marketing research studies cannot be designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

Answer: FALSE LO: 1.3: Identify three uses of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 37) Marketing research can be used to generate, refine, and evaluate a potential marketing action.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 38) Marketing strategies involve selecting a target market and designing a marketing mix to satisfy the wants and needs of that target market.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 39) Market research is conducted to determine market opportunities as well as to determine the size of various market segments.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 40) Product testing usually begins with concept tests, which then leads to idea generation.

Answer: FALSE LO: 1.3: Identify three uses of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 41) When a revolutionary new product is created, marketers use pricing research to determine the "value" consumers perceive in the new product.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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42) Marketers who want to know how effective expenditures are for advertising, sales force, publicity/PR, and promotional offers use product research.

Answer: FALSE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 43) Distribution research would be used by companies who want to know the best channels to get their product to consumers, the location of the best dealers for their product, or how to evaluate the service the dealer provides.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 44) Marketing professors at colleges and universities and other not-for-profit organizations, such as the Marketing Science Institute, often conduct basic research and publish their results in journals such as the Journal of Marketing Research or the Journal of Marketing.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 45) For the most part, marketing research firms are conducting basic research to solve a specific problem facing a company.

Answer: FALSE LO: 1.3: Identify three uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 46) Some product failures are a result of being brought to market without any research, which increases the probability of failure.

Answer: TRUE LO: 1.3: Identify three uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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47) Despite companies' best efforts, there are many product failures in the marketplace. How can marketing research mitigate the risk to avoid product failures? Discuss how "making the right" decisions translates into value and fewer product failures.

Answer: The discussion should note that when firms make the right decisions, they produce products and services that their target markets perceive as having value. That value translates into sales, profits, and a positive ROI. It is important that students note that some of these failures are brought to market without any research, which increases their probability of failure. Comments should include a recognition that even when products are brought to market with the benefit of market research, the predictions are not always accurate, but this does not mean that marketing research is not useful. Advanced answers should mention that most marketing research studies are trying to understand and predict consumer behavior, which is a difficult task. The fact that the marketing research industry has been around for many years, and is growing, means that it has passed the toughest of all tests to prove its worth—the test of the marketplace. Advanced answers may give examples of product failures. Students should note how these product failures might have been avoided.

LO: 1.3: Identify three uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 48) Marketing research is also known as ________.

A) applied research B) business goals C) client-side research D) consumer insights Answer: D LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 49) Client-side research is research that is conducted ________.

A) within an organization B) outside of an organization C) by competitors D) by amateurs Answer: A LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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50) ________ research has been called the "democratization" of marketing research.

A) Customer experience B) Do-it-yourself C) Client-side D) In-house Answer: B LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 51) Online survey platforms such as Qualtrics and SurveyMonkey are examples of ________ market research tools.

A) AMA B) CX C) DIY D) SPSS Answer: C LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 52) Research that is conducted by an outside firm to fulfill a company's marketing research needs is called ________ research.

A) customer-experience B) do-it-yourself C) client-side D) supply-side Answer: D LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 53) Technology companies often refer to consumer research as user experience (UX) research.

Answer: TRUE LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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54) DIY marketing research has been hampered by online access to secondary data and better knowledge of data analysis software such as SPSS. Answer: FALSE LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) A company that is engaged in supply-side marketing research is often referred to as an agency.

Answer: TRUE LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 56) Describe what is meant by "do-it-yourself" research and cite some DIY tools.

Answer: Do-it-yourself (DIY) research, which has been called the "democratization" of marketing research, is considered one of the most important emerging trends for client-side marketing research departments. DIY marketing research has been facilitated by online access to secondary data and better knowledge of data analysis software such as SPSS. DIY research can provide the information needed to solve the user's problem in a cost-effective way. An increasing number of tools powered by AI are being developed for organizations to conduct their own marketing research. Examples of DIY marketing research tools are online survey platforms (such as Qualtrics and SurveyMonkey), statistical analysis tools (such as SPSS, SAS, and R), social media monitoring tools (such as Hootsuite and Google Analytics [see Chapter 4]), and data analysis and visualization dashboards (such as those offered by Tableau and Microsoft Power BI).

LO: 1.4: Compare different types of marketing research companies Difficulty: Moderate Classification: Application AACSB: Application of knowledge 57) The marketing research industry ________.

A) does not include large multinational corporations B) is composed entirely of boutique agencies focused on specific niches C) is characterized by rapid technological advancements D) has decreased demand for real-time insights and sophisticated tools Answer: C LO: 1.5: Explain the industry structure of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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58) Full-service supplier firms ________.

A) are typically larger firms with the expertise and necessary facilities to conduct a wide variety of research B) specialize in one marketing research activity C) define the problem but do not specify the research design D) prepare the final written report for research performed by the in-house research department Answer: A LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 59) Which type of marketing research services analyze the trends and consumer behavior within an industry and sell to many companies?

A) Digital data analytic B) Syndicated data services C) Customized services D) Market segment specialists Answer: B LO: 1.5: Explain the industry structure of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 60) ________ provide services tailored to individual clients' needs.

A) Syndicated data services B) Self-serve research platforms C) Customized services D) Digital data analytics Answer: C LO: 1.5: Explain the industry structure of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 61) Which type of research technique observes brain activity as consumers are exposed to stimuli such as packages or ads?

A) Neuromarketing B) Qualitative C) Mobile research D) Market segmentation Answer: A LO: 1.5: Explain the industry structure of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 16 Copyright © 2026 Pearson Education, Inc.

62) The qualitative research specialty ________.

A) monitors for relevant buzz over social media and attaches meaning for companies and its brands B) creates and hosts marketing research online communities C) uses mobile devices such as iPads or smartphones D) conducts research using focus groups, interviews, and shopping with consumers Answer: D LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) The marketing research industry is composed of firms ranging in size from large multinational corporations to boutique agencies specializing in specific niches.

Answer: TRUE LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) Limited-service supplier firms can conduct the entire market research project for buyer firms.

Answer: FALSE LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 65) Circana, YouGov, and INTAGE are examples of firms that specialize in digital data analytics.

Answer: FALSE LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 66) Panel providers like Ipsos use different sampling methods to draw samples to suit clients' research objectives.

Answer: TRUE LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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67) Discuss limited-service supplier firms.

Answer: Limited-service supplier firms specialize in one or, at most, a few marketing research activities. Firms can specialize in marketing research services such as online communities, questionnaire development and pretesting, data collection, or data analysis. Some firms specialize in specific market demographic segments such as older adults or U.S. Hispanic consumers. Other firms specialize in different types of industries such as airlines, sports, or pharmaceuticals.

LO: 1.5: Explain the industry structure of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) Which is NOT a challenge associated with the fast pace of technological change in the marketing research industry?

A) The need to incorporate new and evolving sources of data and methodologies B) The need to improve the communication of results C) The need to hire talented and skilled employees D) The need to revert to traditional data collection methods Answer: D LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 69) Which of the following is one of today's newer methods gaining traction in the research industry?

A) Mail survey B) Social media research C) Online panels D) Syndicated data Answer: B LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Difficult Classification: Application AACSB: Application of knowledge 70) AI can do all of the following EXCEPT ________.

A) automate tedious tasks B) identify emerging trends from vast datasets C) replace the experience and expertise of a marketing researcher D) generate data visualizations to streamline data reporting Answer: C LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 71) In a survey by GreenBook, ________ of marketing research clients were satisfied with 18 Copyright © 2026 Pearson Education, Inc.

research suppliers "understanding their business."

A) almost a quarter B) about two-thirds C) less than half D) more than 75% Answer: C LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 72) Which is NOT one of the top priorities for successful execution of marketing research?

A) Understanding the client's goals and strategies B) Having the trust of the ultimate client decision maker C) Communicating insights effectively D) Using AI as much as possible Answer: D LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 73) Marketing research clients are constantly seeking what has been called the "holy grail" of business: faster, better, and cheaper.

Answer: TRUE LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 74) Mobile-specific survey and research gamifications are some of the newer methods gaining traction in the research industry.

Answer: TRUE LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Difficult Classification: Application AACSB: Application of knowledge 75) According to a survey by GreenBook, more than half of marketing research clients were satisfied with suppliers "recommending business actions based on the research."

Answer: FALSE LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Difficult Classification: Application AACSB: Application of knowledge 76) Clients are increasingly demanding that marketing researchers provide lengthy, complex 19 Copyright © 2026 Pearson Education, Inc.

documents rather than simple and straightforward reports that "tell a story."

Answer: FALSE LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 77) A 2023 GreenBook survey notes a need for individuals who can combine tech savviness and analytical skills with the ability to synthesize data and communicate results in a compelling way.

Answer: TRUE LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Moderate Classification: Application AACSB: Application of knowledge 78) While AI automates tedious tasks, it cannot replace the experience and expertise of a marketing researcher. Discuss the aspects of marketing research that human researchers are crucial for.

Answer: Human researchers are crucial for: • Deriving deep insights: AI can identify patterns, but experienced researchers interpret those patterns and translate them into actionable insights.

• Data-driven strategies: Researchers use their knowledge of the market and target audience to leverage AI-generated insights into effective data-driven strategies.

• Ethical considerations: Researchers ensure ethical data collection practices and transparent reporting to protect customer privacy.

AI is a powerful, continually advancing tool that is particularly effective at automating tedious tasks.

LO: 1.6: Outline new challenges to the marketing research industry Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) All of the following are cited as ways in which the marketing research industry has been proactive in terms of self-improvement EXCEPT ________.

A) industry initiatives B) continuing education programs C) government regulations D) certification Answer: C LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Easy Classification: Application AACSB: Application of knowledge

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80) What name is given to the techniques that have been proven through experience or research to provide high-quality and ethical results?

A) Industry initiatives B) Continuing education C) Best practices D) Public credibility Answer: C LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Easy Classification: Application AACSB: Application of knowledge 81) ________ is the practice of "selling under the guise of research."

A) Push polling B) Sugging C) Frugging D) Unsolicited telemarketing Answer: B LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Easy Classification: Application AACSB: Application of knowledge 82) Enticing unknowing consumers into taking a survey when the real intent is to raise funds is a practice known as ________.

A) frugging B) push polling C) sugging D) unsolicited telemarketing Answer: A LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Easy Classification: Application AACSB: Application of knowledge 83) The ________ was launched in 2014 by the Association for Public Opinion Research to encourage the routine disclosure of methods used in research information that is released to the public.

A) National Do Not Call Registry B) Anti-Frugging Statute C) Sugging Prevention Act D) Transparency Initiative Answer: D LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21 Copyright © 2026 Pearson Education, Inc.

84) ________ nudges participants toward a certain answer with emotionally charged language.

A) A leading question B) A loaded question C) Push polling D) Frugging Answer: B LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Easy Classification: Application AACSB: Application of knowledge 85) For many years, ________ has monitored trends in the marketing research industry, publishing an annual GRIT report.

A) GreenBook B) ESOMAR C) AAPOR D) Quirk's Marketing Research Media Answer: A LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Easy Classification: Application AACSB: Application of knowledge 86) The marketing research industry has been proactive in terms of self-improvement.

Answer: TRUE LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 87) The best practices in any given field, including marketing research, are dictated at the outset of the field and preserved as it becomes more mature and knowledgeable.

Answer: FALSE LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 88) Public disgust with telemarketing and political telemarketing known as "push polling" is often inappropriately directed at marketing researchers.

Answer: TRUE LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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89) Both frugging and sugging are ethical practices.

Answer: FALSE LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) What is "frugging"? How is it used by political parties?

Answer: Frugging is defined as "fundraising under the guise of research." Frugging starts with an appeal to solicit opinions and ends with a request for money. Frugging takes advantage of people's willingness to help by giving their opinion, with hopes that the survey respondents will continue to cooperate with a cash contribution. Frugging has been practiced by both the U.S. Democratic and Republican parties for many years. During the 2024 presidential campaign, both parties sent surveys which contained leading questions and loaded questions to their likely voters, designed not to elicit objective feedback, but rather to solicit contributions to the respective parties.

LO: 1.7: Identify industry initiatives for self-improvement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 91) Which of the following guidelines falls under the Duty of Care aspect of the Insights Association Code of Standards?

A) Researchers must make a full citation of any secondary data to properly credit the source of the information used.

B) Researchers must inform all clients when a project is conducted on behalf of more than one client.

C) Researchers must accurately represent their qualifications, skills, experience, and resources.

D) Researchers must balance the interests of research subjects, research integrity, and business objectives, with research subjects' privacy and welfare being paramount.

Answer: D LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge

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92) Which of the following guidelines falls under the Honesty and Transparency aspect of the Insights Association Code of Standards?

A) Researchers must respect the rights and well-being of research subjects and make all reasonable efforts to ensure that research subjects are not harmed, disadvantaged, or harassed as a result of their participation in research.

B) Researchers must always distinguish between research and non-research activities to maintain public confidence in the integrity of research.

C) Researchers must not use any data collected solely for a specific client for any other purpose without permission from that client, except as it pertains to internal quality and operational processes.

D) Researchers must ensure that data obtained for the purposes of research are not used to reveal the identity of the research subject without their consent.

Answer: C LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 93) Beyond the general standards, one issue that may pose an ethical problem for researchers is ________.

A) working on projects for multiples clients in the same field B) working on a project in which the outcome may not be in the best interests of society C) profiting from research related to drug abuse and addiction D) failing to meet client deadlines Answer: B LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 94) The Insights Association offers Insights Professional Certification in five methodology areas: analytics, practitioner, qualitative, quantitative, and specialist.

Answer: TRUE LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 95) Despite good intentions, the marketing research industry does not yet do an adequate job of providing conferences, workshops, courses, webinars, or other forms of continuing education for industry professionals.

Answer: FALSE LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 24 Copyright © 2026 Pearson Education, Inc.

96) Career opportunities today are abundant, and long-term prospects for Masters of Marketing Research (MMRs) are exceptional.

Answer: TRUE LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) How do professional associations improve ethical conduct in the marketing research field?

Answer: The professional associations serving the marketing research industry have all established rules, standards, or codes of ethical conduct. These associations have been proactive in maintaining and updating these standards. For example, when the Internet made online surveys possible, the industry moved to adopt standards governing conduct in this area. Most industry codes of ethics are for the purpose of self-regulating professionals' behavior. In some cases, associations may impose penalties, including censure, suspension, or expulsion. Certified professionals may lose their certification if they are found to have violated the granting association's standards. Each organization has its own standards, although some associations coordinate these codes of conduct. There are differences in the codes but also some commonalities among the major associations.

LO: 1.8: Assess areas of ethical sensitivity in the marketing research process Difficulty: Difficult Classification: Application AACSB: Application of knowledge 98) A study by ESOMAR of young researchers found that new recruits to the marketing industry ________.

A) wish they had entered a different field B) feel ambivalent about their work C) are overwhelmingly happy in their jobs D) are already jaded and frustrated by the industry Answer: C LO: 1.9: Investigate careers in the marketing research industry Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) A Master of Marketing Research program ________.

A) does not exist in the United States B) began at the University of Georgia in 1980 C) is slated to begin at Harvard University in 2030 D) offers little value to aspiring professionals in the field Answer: C LO: 1.9: Investigate careers in the marketing research industry Difficulty: Moderate Classification: Application AACSB: Application of knowledge 25 Copyright © 2026 Pearson Education, Inc.

100) A study by ESOMAR of young researchers found that they are happy in their positions and consider their work to be meaningful.

Answer: TRUE LO: 1.9: Investigate careers in the marketing research industry Difficulty: Moderate Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 2 The Marketing Research Process 1) Establishing the need for marketing research is the ________ step of the marketing research process.

A) first B) second C) third D) sixth Answer: A LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) When managers must make decisions with inadequate information, this signals the need ________.

A) to define the problem B) for marketing research C) to establish research objectives D) to establish research design Answer: B LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 3) Sometimes problems arise for which marketing research is not the best solution. Which of the following is one of the major reasons that marketing may not be the best solution?

A) The information is not readily available.

B) The company has ample time to consider the problem.

C) The research costs are low.

D) Costs outweigh the value of the marketing research.

Answer: D LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge

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4) What is the third step in the marketing research process?

A) Collect data.

B) Establish research objectives.

C) Determine research design.

D) Define the problem.

Answer: B LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) Research objectives ________.

A) succinctly summarize the problem B) help determine whether research is necessary C) determine the methods used and the content of the measurement instrument D) quantify the value of performing research Answer: C LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) Which of the following refers to using the research approach to determine research objectives?

A) Research instruments B) Research objectives C) Research approaches D) Research design plans Answer: D LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 7) Which of the following refers to the research approach used to meet the research objectives?

A) Research design B) Problem definition C) Identify information types and sources D) Design data collection forms Answer: A LO: 2.1: List the steps of the marketing research process Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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8) Which is NOT one of the three widely recognized research designs?

A) Exploratory research B) Descriptive research C) Informal research D) Causal research Answer: C LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) Primary research ________.

A) has already been collected B) should always be sought first C) is available in published sources or online D) is collected specifically for the problem at hand Answer: D LO: 2.1: List the steps of the marketing research process Difficulty: Difficult Classification: Application AACSB: Application of knowledge 10) Why must questions be phrased properly?

A) To generate answers that satisfy the research objectives B) To generate responses that satisfy the sampling plan C) To promote respondent bias D) To elicit the answers the client is seeking Answer: A LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 11) ________ describes how each sample element is to be drawn from the total population.

A) Sample size B) Sample plan C) Sample frame D) Sampling unit Answer: B LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge

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12) The number of elements of the population used to make up the sample is the ________.

A) sampling unit B) sample size C) sample frame D) sample plan Answer: B LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 13) The value in characterizing the steps in the marketing research process is twofold. The first is that the steps give researchers and others an overview of the process.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 14) The research process is made up of more than 20 clearly defined steps.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 15) The steps in the marketing research process must always be followed in sequential order.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 16) The research objectives should never be changed even after beginning to gather data.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 17) As researchers move through the process, they understand that it is sometimes necessary to go back and revisit a previous step.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 29 Copyright © 2026 Pearson Education, Inc.

18) Signals that indicate the need for marketing research include having to make decisions without adequate information.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) The importance of research will not usually be reflected in a company's policy regarding the use of marketing research.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 20) Companies with policies regarding market research may show a preference for the type of research management prefers.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) Managers may find the information they need in sales records, loyalty program data, inventory reports, and other types of regularly collected information instead of having to conduct marketing research.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) Most situations for which managers must make decisions do require research.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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23) If a researcher can show the sales volume impact for every 1% increase in consumer awareness, the researcher is in a much better position to help the client determine if research on awareness levels of new package designs is worth the cost.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 24) Timing is not a factor that affects whether or not conducting market research is necessary.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Difficult Classification: Application AACSB: Application of knowledge 25) It is never too late for research to produce valuable results even when products are reaching the decline stage of their life cycle.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Difficult Classification: Application AACSB: Application of knowledge 26) The costs for market research are readily estimated and it is now easier to determine the ROI and value from the expenditures.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Difficult Classification: Application AACSB: Application of knowledge 27) Primary information should always be sought first, as it is much cheaper and faster to collect than secondary information.

Answer: FALSE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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28) Exploratory research, as the name implies, is a form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 29) The quality of the data collection form determines the quality of the data gathered with that form.

Answer: TRUE LO: 2.1: List the steps of the marketing research process Difficulty: Moderate Classification: Application AACSB: Application of knowledge 30) Our text conceptualizes the research process as entailing 11 steps; other texts or sources may present the process in fewer or more steps. Describe and discuss why these steps are important and why they may or may not be used or even have the process altered.

Answer: Answers should mention that knowledge of these steps provides a roadmap for planning a research project. Answers should recognize that the value in characterizing research projects in terms of successive steps is twofold. First, the steps give researchers and others an overview of the process. Second, they provide a procedure in the sense that a researcher knows what tasks to complete and in what order. Comments may include that there is nothing sacred about 11 steps.

The discussion should note that although the authors conceptualize the research process as entailing 11 steps, others might present it in fewer or more steps. The process could be distilled into three steps: defining the problem, collecting and analyzing data, and presenting the results, but a short list may oversimplify the research process. Advanced answers may comment that the research process could be set out in 20 or more steps. The longer list may provide more detail than is needed. Eleven steps set out the process explicitly without being overly detailed.

LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge

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31) Discuss the basic processes managers must go through in determining the need to conduct marketing research. Also, how do managers justify or not justify the value of performing marketing research?

Answer: Discussion should first mention that the need for market research arises when managers must make decisions and have inadequate information. Answers should also note that not all decisions require marketing research. Because research takes time and costs money, managers must weigh the value that may possibly be derived from conducting market research and having the information at hand with the cost of obtaining that information. Comments might include that most situations do not require research because, if they did, managers would be mired down in research instead of making timely decisions. Answers should mention several ways or justifications for performing marketing research or not. These justifications may include information that is already available, timing is wrong to conduct marketing research, or costs outweigh the value of marketing research.

LO: 2.1: List the steps of the marketing research process Difficulty: Easy Classification: Application AACSB: Application of knowledge 32) The foundation for any successful marketing research project is ________.

A) a well-defined problem B) the decision to conduct marketing research C) clear research objectives D) a general research plan Answer: A LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) ________ are situations that call for managers to make choices among various alternatives.

A) Actions B) Problems C) Decisions D) Strategies Answer: B LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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34) There are ________ tasks to defining a marketing research problem.

A) 3 B) 4 C) 11 D) 20 Answer: B LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 35) A retailer experiencing a decrease in sales over previous periods, a website beginning to lose traffic, or an advertising campaign not reaching its expected level of awareness are examples of ________.

A) failure to perform marketing research B) failure to perform marketing planning C) failure to meet sales targets D) failure to meet objectives Answer: D LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 36) A new use for a product identified on social media, or a target market members desiring to shop online are examples of ________.

A) identification of an opportunity B) identification of an alternative product C) identification of a market D) identification of a target market Answer: A LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 37) ________ are measures that provide scores of how well a company is faring relative to its objectives.

A) Requests for proposals B) Key performance indicators C) Research objectives D) Hypotheses Answer: B LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 34 Copyright © 2026 Pearson Education, Inc.

38) Customer acquisition cost and customer lifetime values are examples of which type of key performance indicators?

A) Brand awareness B) Engagement C) Sales D) Return on investment Answer: D LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 39) Which type of research is undertaken to gather background information and data that may be helpful in properly defining the problem decision?

A) Causal research B) Informal research C) Descriptive research D) Exploratory research Answer: D LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 40) Under which of the following circumstances should a situation analysis be conducted?

A) When a client seeks help in properly defining the problem B) When a client defines the problem and a researcher prepares research objectives C) When the information needed to define a problem is in the decision support system D) When the information needed to solve the problem is in the internal report system Answer: A LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 41) In the event a researcher suspects symptoms have been confused with problems, they should ________.

A) clarify the symptoms early in the research process B) modify the research plan to address the symptoms C) use a methodology that is appropriate for the problem D) design a research plan to explore symptoms during the research phase Answer: A LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 35 Copyright © 2026 Pearson Education, Inc.

42) An observable sign that indicates that a problem exists is known as a(n) ________.

A) sampling error B) symptom C) opportunity D) decision Answer: B LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 43) A ________ analysis is a form of exploratory research undertaken to gather background information and data that may be helpful in properly defining the problem decision.

A) competitive B) situation C) financial D) product Answer: B LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 44) ________ alternatives are those marketing actions a manager considers that may resolve a problem.

A) Product B) Distribution C) Decision D) Pricing Answer: C LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 45) When the manager and researcher agree on which symptoms need attention, it is time to ________ symptoms.

A) validate these B) identify additional C) cure these D) determine what is causing these Answer: D LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 36 Copyright © 2026 Pearson Education, Inc.

46) Conducting a situation analysis and clarifying the symptoms are part of which step of the process for defining a problem?

A) Recognizing the problem B) Understanding the background of the problem C) Determining the decision alternatives D) Formulating the problem statement Answer: B LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 47) A custom jeweler wants to understand the consequences of an increase in diamond sales to millennials and a decrease in sales to baby boomers during the past 12 months. This is an example of ________.

A) problem definition B) problem statement C) weighing alternatives D) problem consequences Answer: B LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) The marketing research process begins when a managerial problem or opportunity exists that demands action, but there is not enough information to know how to respond to the problem.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 49) Understanding the background of the problem is the first task in the process of defining a problem.

Answer: FALSE LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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50) When there is a gap between what did happen and what could have happened, a failure to meet an objective has occurred.

Answer: FALSE LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 51) Market share and market penetration are examples of brand awareness KPIs. Answer: FALSE LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 52) Early identification of problems can lead to managerial changes that can greatly improve bottom-line profits.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 53) For the most part, there is much variability among firms in terms of ability to identify opportunities.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 54) Managers may be aware of symptoms, but that does not mean they know what the problem is.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) The more KPIs a company uses to measure how well the company is achieving its marketing objectives the better.

Answer: FALSE LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 56) Formulating the problem statement is the last task in the process for defining a problem.

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Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 57) The primary method of conducting a situation analysis is to gather and review both internal and external secondary data.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 58) Price changes, product modification or improvement, promotion of any kind, and adjustments in channels of distribution are generally not considered types of decision alternatives.

Answer: FALSE LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 59) If the consequences are uncertain, research on each alternative under consideration will help determine which is the best choice.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) The problem statement is a concise description of the problem or opportunity that management is facing that requires research to decide.

Answer: TRUE LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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61) Defining the problem properly is the most important step in the marketing research process.

Why is defining the problem the most important step? Describe the processes that may be used for defining the problem or in some cases, potential opportunities.

Answer: Answers should demonstrate that the student understands that defining the problem is the most important step, because if the problem is incorrectly defined, all that follows is wasted effort. Comments may note that marketing research should only be conducted when firms need to decide and do not have the information available to guide decision-making. Comments may include that at the problem definition stage, a problem statement should be developed that summarizes the problem succinctly. Exact answers will vary, but students should be able to describe specific steps in the process for defining the problem such as 1. Recognize the problem; 2.

Understand the background of the problem; 3. Determine what decisions need to be made; 4.

Identify what additional information is needed; 5. Formulate the problem statement. Advanced answers may include examples of how a company defined a problem and formulated a problem statement.

LO: 2.2: Define a problem statement Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) Imagine a problem or opportunity an organization might face. Then, craft a problem statement to guide research into this scenario.

Answer: Answers will vary based on the organization type and issue students choose to address.

A well-crafted problem statement should be a clear and concise description of the problem or opportunity that management is facing that requires research to decide.

LO: 2.2: Define a problem statement Difficulty: Easy Classification: Application AACSB: Application of knowledge 63) When diagnosing a problem, symptoms are sometimes confused with problems. Discuss the process of clarifying symptoms and determining the cause of the symptoms. What processes might a researcher follow in clarifying symptoms?

Answer: Answers should note that when diagnosing a problem, symptoms are sometimes confused with problems. The role of a symptom is to alert management to a problem—that is, there is a gap between what should be happening and what is happening. A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

Comments should state that researchers and managers must be careful to avoid confusing symptoms with problems. Answers may mention that the researcher should clarify the symptoms early in the research process. It is the researcher's role to explore and to question with the aim of properly defining the problem. Once the researcher has validated the symptoms, they are now ready to examine their causes. Processes that a researcher may follow might include questions such as: Can the symptoms be verified by other factors that are identified in the situation analysis?

Are the symptoms one of a kind? Are they likely to appear again?

LO: 2.2: Define a problem statement Difficulty: Difficult Classification: Application AACSB: Application of knowledge 40 Copyright © 2026 Pearson Education, Inc.

64) A research objective ________.

A) is a statement that is taken as true for the purposes of argument or investigation B) measures how well a company is performing relative to its goals C) is a goal-oriented statement or questions that specify what information is needed to solve a problem D) is a concise description of the problem or opportunity that management is facing that requires research to decide Answer: C LO: 2.3: Formulate research objectives Difficulty: Difficult Classification: Application AACSB: Application of knowledge 65) Research objectives for a research project ________.

A) must be questions B) cannot be statements C) can include both questions and statements D) can be all questions or all statements, but not both Answer: D LO: 2.3: Formulate research objectives Difficulty: Difficult Classification: Application AACSB: Application of knowledge 66) What are the elements of a construct that can be measured or quantified?

A) Variables B) Measurements C) Functions D) Dependents Answer: A LO: 2.3: Formulate research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 67) Once a marketing manager knows the constructs to be measured, they can ________.

A) operationalize the construct B) determine the proper way to measure that construct C) determine the best way to analyze the construct D) operationalize the solution to the problem Answer: B LO: 2.3: Formulate research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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68) ________ are statements that are taken as true for the purposes of argument or investigation.

A) Action standards B) Constructs C) Hypotheses D) Variables Answer: C LO: 2.3: Formulate research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 69) Given the limitations of time, money, and technology, the research objectives should be obtainable through marketing research.

Answer: TRUE LO: 2.3: Formulate research objectives Difficulty: Easy Classification: Application AACSB: Application of knowledge 70) Research objectives must be formulated as questions.

Answer: FALSE LO: 2.3: Formulate research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 71) A good rule of thumb is to have 10 to 20 research objectives per research project.

Answer: FALSE LO: 2.3: Formulate research objectives Difficulty: Difficult Classification: Application AACSB: Application of knowledge 72) A construct is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related.

Answer: TRUE LO: 2.3: Formulate research objectives Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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73) To guide the process of developing research objectives, research analysts sometimes propose hypotheses.

Answer: TRUE LO: 2.3: Formulate research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 74) Define constructs and discuss their role in the formulation of research objectives.

Answer: When multiple characteristics are used to measure a concept, it is called a construct. A construct is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related. Sometimes marketing researchers call the constructs they study variables.

Variables are elements of a construct that can be measured or quantified. They are referred to as variables because they can take on different values–that is, they can vary. A construct provides us with a mental concept that represents real-world phenomena. When a consumer sees an ad for a product and states, "I am going to buy that new product," marketers would label this phenomenon as a construct called "intention to buy." Marketers use a number of constructs to refer to phenomena that occur in the marketplace. Marketing researchers are constantly thinking of constructs as they go through the problem definition process. These constructs often relate directly to the business's KPIs. Once managers know the constructs to be measured, they can determine the proper way to measure that construct.

LO: 2.3: Formulate research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 75) ________ is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place.

A) Achievement standard B) Characteristic standard C) Attribute standard D) Action standard Answer: D LO: 2.4: Apply action standards to research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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76) Action standards entail making important decisions ________ data collection.

A) before B) after C) during D) instead of Answer: A LO: 2.4: Apply action standards to research objectives Difficulty: Easy Classification: Application AACSB: Application of knowledge 77) ________ standards prevent managers from learning information that is "nice to know" but not being certain how to proceed with that information.

A) Hypothesis B) Action C) Research D) Construct Answer: B LO: 2.4: Apply action standards to research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 78) Managers should only be involved in designing the research but not be actively involved in the fieldwork.

Answer: FALSE LO: 2.4: Apply action standards to research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) Action standards play a role before data is collected, but not after it is collected.

Answer: FALSE LO: 2.4: Apply action standards to research objectives Difficulty: Easy Classification: Application AACSB: Application of knowledge 80) Research projects have the greatest likelihood of success when the managers and researchers are in close communication throughout the research process.

Answer: TRUE LO: 2.4: Apply action standards to research objectives Difficulty: Easy Classification: Application AACSB: Application of knowledge

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81) To be at most effective, the marketing research process should move at breakneck speed.

Answer: FALSE LO: 2.4: Apply action standards to research objectives Difficulty: Easy Classification: Application AACSB: Application of knowledge 82) Managers often are unaware of the need to work closely with the researcher, and this causes impediments in identifying the real problem.

Answer: TRUE LO: 2.4: Apply action standards to research objectives Difficulty: Difficult Classification: Application AACSB: Application of knowledge 83) Discuss action standards. What is the purpose of action standards? At which stage should action standards be determined? Why are action standards important to managers in the decision-making process?

Answer: Comments should first mention that once the problem definition and research objectives development process are complete, it is useful to determine action standards. Answers should demonstrate a general knowledge of action standards with something to the effect: An action standard is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place. The purpose of the action standard is to define what action will be taken given the results of the research findings. In other words, by specifying the action standard, managers will know once they receive the information collected by the researcher, which decision alternative to select.

LO: 2.4: Apply action standards to research objectives Difficulty: Moderate Classification: Application AACSB: Application of knowledge 84) The ________ is the contract that documents what the marketing researcher pledges to deliver because of the marketing research process.

A) marketing research plan B) marketing research report C) marketing research proposal D) marketing research presentation Answer: C LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Easy Classification: Application AACSB: Application of knowledge

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85) A(n) ________ is the document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids.

A) RFP B) RTP C) MRD D) PRD Answer: A LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Easy Classification: Application AACSB: Application of knowledge 86) Which of the following is critical to ensure the client and the research firm agree about the goals of the projects?

A) The proposal must state the type of statistical analysis to be used.

B) The proposal must very clearly define the problem and research objectives.

C) The proposal must outline the sample size and methods.

D) The proposal must indicate the type of reports and presentations that will be delivered.

Answer: B LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Difficult Classification: Application AACSB: Application of knowledge 87) The research proposal should ________.

A) be priced competitively and within the client's stated budget B) stress the technology and software that will be used C) include a statement of deliverables D) highlight the type of statistical and data analysis Answer: C LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 88) Which section of a proposal lists the decision alternatives that will be assessed through the research?

A) Statement of the problem B) Research objectives C) Research method D) Statement of deliverables Answer: A LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 46 Copyright © 2026 Pearson Education, Inc.

89) The Research Method section of a proposal ________.

A) cites the overall problem that will be addressed B) details what information will be collected C) describes what the measurement instrument will look like D) lists the dates for the different stages of research that will be completed Answer: C LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) In which section of a proposal would you find information about how and when the research results will be communicated?

A) Statement of the problem B) Research objectives C) Research method D) Statement of deliverables Answer: D LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Easy Classification: Application AACSB: Application of knowledge 91) The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue?

A) Asking for an extension of time to complete the research project B) Sharing one company's proposal with another bidder C) Seeking help from subject matter experts outside the company D) Purchasing additional analytical software to complete the project Answer: B LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Difficult Classification: Application AACSB: Ethical understanding and reasoning 92) The ________ is the document outlining the code of ethics to which marketing research companies should adhere.

A) CASRO Code of Ethics B) AMA Market Research Code C) Insights Association Code of Ethics D) AAPOR Ethics Code Answer: C LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Ethical understanding and reasoning 47 Copyright © 2026 Pearson Education, Inc.

93) One of the most important guiding ethical principles of the marketing research proposal is that ________ in the agreement with the client.

A) deadlines should be met as specified B) invoices should be issued as specified C) technologies should be used as specified D) work must be performed as specified Answer: D LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Difficult Classification: Application AACSB: Ethical understanding and reasoning 94) Another name for a request for proposal is an invitation to bid.

Answer: TRUE LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Easy Classification: Application AACSB: Application of knowledge 95) If accepted, the proposal serves as a contract between the decision maker and the research provider.

Answer: TRUE LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96) Sometimes the pool of money available for market research is limited and the marketing research department must compete on a company-wide level with other worthy projects to have their research projects funded.

Answer: TRUE LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) Clients should not expect market research firms to provide value-added services before signing a contract.

Answer: TRUE LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Moderate Classification: Application AACSB: Ethical understanding and reasoning

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98) Ethical issues are of great concern to clients and researchers within the marketing research proposal process.

Answer: TRUE LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Easy Classification: Application AACSB: Ethical understanding and reasoning 99) According to Insights Association Code of Standards, there is no ethical problem with providing one research company's proposal to other research firms for competitive bidding.

Answer: FALSE LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Easy Classification: Application AACSB: Ethical understanding and reasoning 100) Briefly discuss the elements of the research proposal process.

Answer: Answers should explain that marketing research proposals are formal documents prepared by the researcher serving the functions of stating the problem, specifying research objectives, detailing the research method, stating the deliverables and costs, and specifying a timetable. Exact answers may vary, but elements of the research proposal should be listed as 1.

Statement of the problem; 2. Research objective; 3. The research method; 4. Statement of deliverables; 5. Cost; 6. Timetable. Advanced answers may include commentary explaining each step in the process. Advanced answers will state that there are ethical issues involved in submitting and evaluating a research proposal.

LO: 2.5: Evaluate the components of the marketing research proposal Difficulty: Difficult Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 3 Research Design 1) After becoming familiar with the problem and research objectives, researchers ________.

A) select a research design B) establish the need for marketing research C) determine methods of accessing data D) determine the sample plan and size Answer: A LO: 3.1: What research design is and why it is important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) The ________ is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project.

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C) case analysis D) key-informant technique Answer: B LO: 3.1: What research design is and why it is important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) A good research design ________.

A) is nice to have, but not necessary for good research B) is an extravagance most projects cannot afford C) is a mandatory requirement of good research D) constricts the scope and can undermine good research Answer: C LO: 3.1: What research design is and why it is important Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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4) Identifying the most appropriate ________ serves the researcher in the same way that a blueprint might serve a builder.

A) standard test market B) experimental design C) detailed research design D) basic research design Answer: D LO: 3.1: What research design is and why it is important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) The reason that there is great significance placed on the study of research design is that ________.

A) research designs may be "matched" to different kinds of problems B) research designs are like blueprints and helpful during data analysis C) research designs are used after studies are completed and used to make improvements in future research studies D) by matching the research objective with the appropriate research design, a host of research decisions may be predetermined Answer: D LO: 3.1: What research design is and why it is important Difficulty: Difficult Classification: Application AACSB: Application of knowledge 6) Because every problem and research objective are unique, there are not enough similarities among problem and objectives to allow decisions to be made in advance about the best research design to use to resolve a problem.

Answer: FALSE LO: 3.1: What research design is and why it is important Difficulty: Easy Classification: Application AACSB: Application of knowledge 7) Knowledge of the best research design allows planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

Answer: TRUE LO: 3.1: What research design is and why it is important Difficulty: Easy Classification: Application AACSB: Application of knowledge

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8) The basic research designs available to researchers can be successfully matched to a range of problems and research objectives.

Answer: TRUE LO: 3.1: What research design is and why it is important Difficulty: Difficult Classification: Application AACSB: Application of knowledge 9) Once a researcher knows the basic research design, a series of decisions in advance can be made to form a framework for the development of the research project.

Answer: TRUE LO: 3.1: What research design is and why it is important Difficulty: Difficult Classification: Application AACSB: Application of knowledge 10) Most research projects are extremely similar and require little effort to determine the best research design.

Answer: FALSE LO: 3.1: What research design is and why it is important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 11) Ethical issues may arise in the research design process including potential for recommending a costlier design than needed.

Answer: TRUE LO: 3.1: What research design is and why it is important Difficulty: Moderate Classification: Application AACSB: Ethical understanding and reasoning

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12) Discuss research design as a master plan. Why is knowledge of research design important?

Answer: Answers should state that research design refers to a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project.

Comments should include that the knowledge of research design is important in developing an appropriate study to approach a problem or opportunity. Researchers need to understand that even though every problem and research objective may seem unique, there are usually enough similarities among problems and objectives to allow some decisions to be made in advance about the best research design to use to resolve the problem. This means researchers can group or classify seemingly diverse types of research projects well enough to predetermine the most appropriate research design. Discussion might include a statement to the effect that knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

LO: 3.1: What research design is and why it is important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 13) Which is NOT one of the three major types of research design?

A) Exploratory B) Descriptive C) Deductive D) Causal Answer: C LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Easy Classification: Application AACSB: Application of knowledge 14) The appropriate choice of the type of research design is largely dependent on ________.

A) budgetary restrictions B) the objectives of the research C) whether the research is domestic or international D) the type of analytics required Answer: B LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Easy Classification: Application AACSB: Application of knowledge

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15) The less researchers know about the research objectives, the more likely that they should use ________ research.

A) causal B) descriptive C) exploratory D) mixed methods Answer: C LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 16) ________ should only be used when researchers know a fair amount about the problem and are looking for cause-and-effect links among variables associated with the problem or research objectives.

A) Exploratory research B) Descriptive research C) Formal research D) Causal research Answer: D LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) Research designs are classified into four traditional categories: exploratory, descriptive, prescriptive, and causal.

Answer: FALSE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Easy Classification: Application AACSB: Application of knowledge 18) The choice of the most appropriate design depends primarily on the budget allotted to the research project.

Answer: FALSE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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19) One common type of research objective involves gaining background information and developing hypotheses.

Answer: TRUE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 20) One common category of objectives is to measure the state of a variable of interest.

Answer: TRUE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) There are common categories of objectives. One of these includes testing hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty).

Answer: TRUE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 22) A researcher should never expect to begin conducting research with one of the three designs, and to end up using only that design.

Answer: FALSE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Ethical understanding and reasoning 23) The choice of research design does not necessarily depend on how much the client and researcher already know about the problem and research objective.

Answer: FALSE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Ethical understanding and reasoning 24) If very little is known about a problem, then the obvious choice is descriptive research.

Answer: FALSE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55 Copyright © 2026 Pearson Education, Inc.

25) When a substantial amount is known about the problem or the research objective, it is best to use secondary research.

Answer: FALSE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) A researcher could find that after conducting descriptive research, it is necessary to go back and conduct exploratory research.

Answer: TRUE LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) Research designs are classified into three traditional categories: exploratory, descriptive, and causal. Explain each type of these traditional research designs and list one example of each.

Answer: Answers should demonstrate a clear understanding of the difference among exploratory, descriptive, and causal research categories. In addition, each category should be defined and clearly explained. Students might define exploratory research as unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. Descriptive research might be defined as research used to gain background information, to define terms, to clarify problems and hypotheses, and to establish research priorities. Students may explain causal research as that which is used to measure causality in relationships, such as "if x, then y." Examples may be those mentioned in the text or those that the student draws from personal experience.

LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Easy Classification: Application AACSB: Application of knowledge 28) Should research be conducted solely in a step-by-step fashion? Discuss why or why not.

Answer: The chapter warns against thinking of research design solely in a step-by-step fashion.

The order in which the designs are presented in this chapter–that is, exploratory, descriptive, and causal–is not necessarily the order in which these designs should be carried out. In some cases, it may be perfectly legitimate to begin with any one of the three designs and to use only that one design. In many cases, however, research is an iterative process: By conducting one research project, the researcher may learn that additional research is needed, which may result in using multiple research designs. A researcher could very well find, for example, that after conducting descriptive research, it is necessary to go back and conduct exploratory research.

LO: 3.2: Compare three major types of research design: exploratory, descriptive, and causal Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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29) When it is said that exploratory research is unstructured research, what does that mean?

A) It does not have a predetermined set of procedures.

B) It does not have a predetermined timetable for completion.

C) Management has not predetermined outcomes.

D) There is no predetermined budget or resource limit.

Answer: A LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge 30) What types of samples are often used in exploratory research?

A) Large, nonrepresentative B) Small, nonrepresentative C) Large, representative D) Small, representative Answer: B LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 31) What type of research design should be used when a small family-owned jeweler experiences more than a 20% decline in sales and does NOT know the cause?

A) Causal B) Explanatory C) Exploratory D) Descriptive Answer: C LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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32) All of the following are examples of exploratory research EXCEPT ________.

A) reading a magazine B) observing an employee at work C) conducting an experiment D) watching a television program Answer: C LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge 33) When exploratory research is used to ________ researchers gain current, relevant contextual information.

A) gain background information B) define terms C) clarify problems D) establish research priorities Answer: A LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge 34) Which of the following represents the process of searching for and interpreting existing information relevant to the research topic?

A) Primary data analysis B) Secondary data analysis C) Interpretative data analysis D) Analytical data analysis Answer: B LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge

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35) Analysis of secondary data ________.

A) is rarely an important part of a marketing research project B) is time-consuming and inefficient C) is often the core of exploratory research D) while helpful, is prohibitively expensive Answer: C LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Difficult Classification: Application AACSB: Application of knowledge 36) The use of trade journals and industry publications as sources of information for innovation, trends, and news about customers, potential customers, competitors, and more is a form of ________ data analysis.

A) primary B) quantitative C) qualitative D) secondary Answer: D LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge 37) A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of ________.

A) exploratory research B) descriptive research C) causal research D) experience research Answer: D LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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38) ________ refer(s) to gathering information from individuals thought to be knowledgeable on the issues relevant to the research problem.

A) Experience surveys B) Primary research C) Focus groups D) Mall intercepts Answer: A LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge 39) Executives may use ________ to review available information about one or more former situations to gain understanding of a current research problem with similar characteristics.

A) exploratory analysis B) case analysis C) experience research D) descriptive research Answer: B LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Difficult Classification: Application AACSB: Application of knowledge 40) Case analysis can be helpful because research situations typically ________.

A) are identical to previous situations B) require completely new research C) have at least some similarities to a past situation D) are unique Answer: C LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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41) Which of the following can be especially useful for developing strategies to prevent and manage crises?

A) Secondary data analysis B) Experience surveys C) Focus groups D) Case analysis Answer: D LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Difficult Classification: Application AACSB: Application of knowledge 42) The 2009–2010 recall of Toyota automobiles with acceleration pedals that were susceptible to sticking has been examined to develop best practices for companies to communicate product failures to its customers. What type of research technique does this describe?

A) Exploratory research B) Case analysis C) Experience research D) Secondary data research Answer: B LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Difficult Classification: Application AACSB: Application of knowledge 43) ________ involve(s) bringing small numbers of people together and having a moderator guide them in an unstructured, spontaneous discussion to obtain information relevant to the research problem.

A) Focus groups B) Case analysis C) Experience surveys D) The key-informant technique Answer: A LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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44) Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem is called causal research.

Answer: FALSE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 45) The nature of exploratory research changes as the researcher gains information.

Answer: TRUE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge 46) Two friends admired the hair accessories worn by characters on a popular television show but were unable to find similar products in stores that were affordable. The duo began creating and selling their own hair accessories. Their thriving, multi-million-dollar business came about due to exploratory observation.

Answer: TRUE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 47) A situation analysis is a form of exploratory research.

Answer: TRUE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) Exploratory research cannot offer breakthrough ideas and fresh insights that lead to strategic knowledge.

Answer: FALSE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Easy Classification: Application AACSB: Application of knowledge

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49) Exploratory research cannot be beneficial in the formulation of hypotheses.

Answer: FALSE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 50) Exploratory research can help an organization prioritize research topics.

Answer: TRUE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Difficult Classification: Application AACSB: Application of knowledge 51) Experience surveys differ from surveys conducted as part of descriptive research in that there is usually no formal attempt to ensure that the survey results are representative of any defined group of subjects.

Answer: TRUE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 52) The key-informant technique refers to gathering information from individuals thought to be knowledgeable on the issues relevant to the research problem.

Answer: TRUE LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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53) Discuss under which circumstances and conditions a researcher would choose exploratory research versus using descriptive research.

Answer: Answers should include a statement to the effect that selecting the appropriate research design depends, to a large extent, on the research objectives and existing information about the problem. Comments may state that exploratory research is used in a number of situations: to gain background information, to define terms, to clarify problems and hypotheses, and to establish research priorities. Answers may explain that exploratory research, particularly secondary data analysis, can be conducted efficiently through online and library resources. Answers may add that compared to collecting primary data (through descriptive research), exploratory research is inexpensive. Finally, exploratory research can often provide information that meets the research objectives or can assist in gathering current information necessary to conduct either a descriptive or causal design. Few researchers embark on a research project without first beginning with exploratory research.

LO: 3.3: Analyze how exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate Classification: Application AACSB: Application of knowledge 54) When researchers wish to know who their customers are, what brands they buy and in what quantities, where they buy the brands, when they shop, and how they find out about products, they turn to ________ research.

A) descriptive B) exploratory C) causal D) case study Answer: A LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 55) Descriptive research ________.

A) is unstructured, informal research that is undertaken to gain background information B) is undertaken to describe answers to questions of who, what, where, when, and how C) is used to measure causality in relationships D) integrates psychology with economics and other disciplines to study decision making Answer: B LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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56) Longitudinal studies and cross-sectional studies are the two basic types of ________ research.

A) exploratory B) causal C) descriptive D) informal Answer: C LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 57) Because cross-sectional studies are one-time measurements, they can be described as ________ of the population.

A) blueprints B) movies C) photo collages D) snapshots Answer: D LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 58) The primary usefulness of a ________ is that it represents a large group and its members are agreeable to providing marketing research information.

A) continuous panel B) variable panel C) multivariate panel D) discontinuous panel Answer: D LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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59) ________ are the type of panel that varies questions from one panel measurement to the next.

A) Continuous panels B) Repetitive panels C) Multivariate panels D) Discontinuous panels Answer: D LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) ________ measure units from a sample of the population of interest at only one point in time.

A) Longitudinal studies B) Cross-sectional studies C) Directional studies D) Discontinuous studies Answer: B LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 61) Market-tracking studies, which involve the monitoring of the same variables of interest, are a type of ________.

A) cross-sectional study B) multi-directional study C) longitudinal study D) discontinuous study Answer: C LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) Brand-switching studies can be invaluable to brand managers because longitudinal studies that show changes in market shares between several brands can be misleading.

Answer: FALSE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) Market-tracking studies are another use of cross-sectional data.

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Answer: FALSE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Easy Classification: Application AACSB: Application of knowledge 64) Tracking sales by SKU over time is an example of a brand-switching study.

Answer: FALSE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 65) Descriptive research is desirable when the goal is to project a study's findings to a larger population.

Answer: TRUE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Easy Classification: Application AACSB: Application of knowledge 66) Prior to important elections, many sample surveys ask likely voters: "If the election were held today, which candidate would you vote for?" This type of sample survey represents a longitudinal study.

Answer: FALSE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Easy Classification: Application AACSB: Application of knowledge 67) Because longitudinal studies involve multiple measurements, they can be described as "snapshots" of the population.

Answer: FALSE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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68) Omnibus panels vary questions from one panel measurement to the next.

Answer: TRUE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Easy Classification: Application AACSB: Application of knowledge 69) Sample surveys are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population.

Answer: TRUE LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 70) Descriptive research is undertaken to collect data to examine the characteristics of consumers and/or markets. Discuss the fundamental types of questions addressed by descriptive research and the different types of descriptive research.

Answer: Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how: when we wish to know who our customers are, what brands they buy and in what quantities, where they buy the brands, when they shop, and how they found out about our products. Two basic descriptive research studies are available to the marketing researcher: cross-sectional and longitudinal. Cross-sectional studies measure units from a sample of the population at only one point in time. Longitudinal studies repeatedly measure the same sample units of a population over a period of time.

LO: 3.4: Outline the fundamental questions addressed by descriptive research and the different types of descriptive research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 71) ________ research is used to measure interconnection in relationships, such as "if x, then y."

A) Causal B) Focus group C) Exploratory D) Descriptive Answer: A LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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72) A(n) ________ is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables.

A) hypothetical research study B) experimental research study C) procedural study D) observational study Answer: B LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 73) The fact that people assign greater value to things with limited availability is the behavioral economic principle of ________.

A) framing B) scarcity C) anchoring D) loss aversion Answer: B LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 74) Which is an example of a dependent variable?

A) Return on net worth B) Advertising expenditure C) Display location D) Price Answer: A LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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75) Which of the following variables exerts influence on the dependent variable but is NOT an independent variable?

A) Extraneous variable B) Non-extraneous variable C) Complex variable D) Co-dependent variable Answer: A LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 76) A procedure for ensuring that ________ is experimental design.

A) any and all effects on all experimental values are measured B) the change in the dependent variable may be solely attributed to the change in the extraneous variable C) the change in the independent variable may be solely attributed to the change in the complex variable D) the change in the dependent variable may be solely attributed to the change in the independent variable Answer: D LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) ________ testing involves testing multiple independent variables simultaneously.

A) Before-after B) A/B C) PreD) UX Answer: B LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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78) Findings from the field of behavioral economics, which integrate psychology with economics and other disciplines to study decision making, suggest that consumers have hidden biases and emotions that influence their actions.

Answer: TRUE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) If you want to change your GPA (dependent variable), you must change certain independent variables such as the amount of time devoted to study, class attendance, reading your text, and listening while in class.

Answer: TRUE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 80) Establishing causal relationships is not easy, but it can be done.

Answer: TRUE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Easy Classification: Application AACSB: Application of knowledge 81) An extraneous experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables.

Answer: FALSE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Moderate Classification: Application AACSB: Application of knowledge 82) Laboratory experiments are desirable when the intent of the experiment is to achieve high levels of external validity.

Answer: FALSE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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83) External validity refers to the extent to which the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world."

Answer: TRUE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Easy Classification: Application AACSB: Application of knowledge 84) When customers view an ad and then think that missing out on the deal would be a regretful loss, the behavioral economics principle of loss aversion is at play.

Answer: TRUE LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 85) Discuss causal research and why studies of the "if-then" variety are causal studies.

Answer: Answers should clearly note that causal research is used to measure cause-and-effect relationships, such as "if x, then y." The comments might include a statement that understanding what causes consumers to behave as they do is extremely difficult. Nevertheless, there is a high payoff in the marketplace for even partially understanding causal relationships. Answers could state that: Causal research is used to measure causality in relationships, such as "if x, then y."

Causality is a condition in which one or more variables affect one or more other variables. When conducting causal research, "if-then" statements become our way of manipulating variables of interest. Comments may observe that marketing managers are always trying to determine what will cause a change in consumer satisfaction, a gain in market share, an increase in website visits, or an increase in sales. Advanced answers will add that causal relationships are examined with experiments, which are special types of studies.

LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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86) What advantages does VR have compared to traditional testing?

Answer: Compared to traditional testing, VR testing offers significant advantages. The benefits include: Realistic environment. VR offers a more realistic setting than mock-ups or plans, allowing for a more immersive participant experience.

Early feedback. Testing can be conducted at an earlier stage, allowing for adjustments before money is spent on physical construction.

Diverse data. VR testing can involve geographically dispersed participants, providing broader shopper perspectives.

Overall, VR offers a valuable tool for gathering rich data on shopper behavior in and attitudes about a proposed store design. This data can be used to create store environments that enhance customer experiences and potentially lead to increased sales.

LO: 3.5: Explain what is meant by causal research and the different types of experimental research design Difficulty: Difficult Classification: Application AACSB: Application of knowledge 87) Which term means conducting an experiment or study in a field setting to evaluate a new product or service or other elements of the marketing mix?

A) Test marketing B) Brand-switching studies C) Key-informant technique D) UX testing Answer: A LO: 3.6: Distinguish the different types of test marketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 88) ________ does NOT represent criteria useful for selecting test-market cities.

A) Representativeness B) Degree of isolation C) Ability to control distribution and promotion D) Being a major U.S. market Answer: D LO: 3.6: Distinguish the different types of test marketing Difficulty: Moderate Classification: Concept AACSB: Application of knowledge

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89) Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.

A) internal validity B) external validity C) internal variability D) external variability Answer: B LO: 3.6: Distinguish the different types of test marketing Difficulty: Moderate Classification: Concept AACSB: Application of knowledge 90) An example of ________ would be when an outside research firm guarantees distribution of a product of pre-specified types and numbers of distributors.

A) an electronic test market B) a controlled test market C) a simulated test market D) a standard test market Answer: B LO: 3.6: Distinguish the different types of test marketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 91) An example of ________ would be when several firms flood a test market with sales promotions when they know a competitor is test-marketing a product.

A) competitive testing B) parallel product test marketing C) test market sabotage D) co-market testing Answer: C LO: 3.6: Distinguish the different types of test marketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) Which of the following does NOT represent an advantage of test marketing?

A) Test product acceptability B) Test marketing mix variable in a field setting C) Assisting with sales forecasting D) Competition can run a simultaneous field test Answer: D LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 74 Copyright © 2026 Pearson Education, Inc.

93) Which of the following is NOT an advantage of using a simulated test market?

A) Accuracy B) Considerably less expense C) Less potential for interference from extraneous variables D) Confidentiality Answer: A LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 94) Test markets give competitors the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market.

Answer: TRUE LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 95) The disadvantages of test marketing are infallibility, cost, exposure of the product or service to competition, and ethical issues.

Answer: FALSE LO: 3.6: Distinguish the different types of test marketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96) Determining the sales potential for a new product or service and testing variations of the marketing mix are the two uses of test markets.

Answer: TRUE LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 97) Test marketing allows for an efficient but inaccurate method of forecasting future sales, but allows firms the opportunity to pretest marketing-mix variables.

Answer: FALSE LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge

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98) A virtual test market uses computer simulations to evaluate consumer response to new products and other elements of the marketing mix in a controlled digital environment.

Answer: TRUE LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) The costs of test markets involving several test cities and various forms of promotion can be extremely expensive.

Answer: TRUE LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 100) Test markets can be classified into four types: standard, controlled, electronic, and simulated.

Define test marketing and discuss all four types and give an example of how each type would be used.

Answer: Answers should include some variation of a general discussion of test marketing as follows: Test marketing is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting. Companies may use one or several test-market cities, which are selected geographical areas in which to conduct the test. Answers will note two broad classes of uses of test markets: (1) to test the sales potential for a new product or service, and (2) to test variations in the marketing mix for a product or service. Students should clearly identify and differentiate between the four types of test markets. A standard test market will be defined as one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels. A controlled test market is one that is conducted by outside research firms that guarantee distribution of the product through pre-specified types and numbers of distributors.

Answers should note that an electronic test market is one in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services. Finally, a simulated test market (STM) is one in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. Students may use examples from their personal experience or those mentioned in the text.

LO: 3.6: Distinguish the different types of test marketing Difficulty: Easy Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 4 Secondary Data 1) Big data ________.

A) is not simply large amounts of data from multiple sources B) is a misnomer, as the amount of data created on an ongoing basis is dropping C) refers to the types and huge amounts of data that companies have access to in real time D) refers to the qualitative but not quantitative data that is available 76 Copyright © 2026 Pearson Education, Inc.

Answer: C LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) Marketing analytics refers to ________.

A) the management and analysis of data to improve marketing decisions B) large amounts of data from multiple sources C) numerous types and huge amounts of data to which companies have access in real time D) grouping data into two types, primary and secondary Answer: A LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) There is simply too much data for a company to collect, analyze, and store. Which of the following best describes how marketers should handle the proliferation of data?

A) Organizations need to be efficient in the collection and storage of the data.

B) Given the large amounts of data available, researchers need to be strategic about their use.

C) Companies should prioritize which data to collect.

D) Organizations should focus on the results from the data not the amount of the data.

Answer: B LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 4) Proper management of big data ________.

A) has the potential to increase productivity for companies B) means no data overload for companies C) can create a retrospective analysis for companies D) has the potential of guiding new product development Answer: A LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) The phrase, "big data" is often used to indicate excitement and optimism about the enormous—and multiplying—amounts of data that are being created on an ongoing basis.

Answer: FALSE LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Easy Classification: Application AACSB: Application of knowledge 77 Copyright © 2026 Pearson Education, Inc.

6) Decisions must be made about what data to collect and how to analyze the data to find trends, patterns, and relationships among data from multiple sources.

Answer: TRUE LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 7) Proper management of big data has the potential to increase productivity for companies significantly.

Answer: TRUE LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Easy Classification: Application AACSB: Application of knowledge 8) Big data has led to the use of data analytics in sports to improve team performance and also improve fan management and attendance.

Answer: TRUE LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 9) The term big data refers to quantitative data only.

Answer: FALSE LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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10) What is meant by the term "marketing analytics"? How can the use of data be used to improve marketing decisions?

Answer: Answers should clearly explain that marketing analytics is the term often used to refer to the management and analysis of data to improve marketing decisions. The discussion should note that sources of data can originate from many places, including companies, sensors, retailers, trade organizations, governments, publishers, the Internet and social media. These data take many forms, both qualitative and quantitative, including text, photos, videos, business transactions, research data, and many other types of data. Responses observe that there is simply too much data available for any one company to exhaustively gather, store, analyze, and report. Decisions must be made about what data to collect and how to analyze the data to find trends, patterns, and relationships among data from multiple sources. Responses should note that effective use of multiple sources of data requires having the resources and talent available to retrieve, store, integrate, analyze, report, and protect the data.

LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 11) Discuss the impact big data has had on professional sports, like major league baseball.

Answer: The 2011 movie Moneyball, based on the book by Michael Lewis, demonstrates how data analytics can be used to discover undervalued players and build a competitive baseball team.

Bucking the traditional subjective wisdom of scouts and coaches, the Oakland A's, then under the direction of general manager Billy Beane, used evidence-based statistics to assemble an improved team despite a lack of revenue. Since then, the Oakland A's have lost its advantage in using data analytics to improve its game because almost all professional baseball teams now use "sabermetrics," or the statistical analysis of baseball records, to calibrate its operations. Baseball led the way, but today every major league sports team uses analytics. Big data and analytics have changed almost every aspect of sports management. Three valuable uses of data analytics in professional sports are to improve the game, attract and nurture fans, and give fans the data.

LO: 4.1: Analyze the opportunities and challenges of big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Secondary data ________.

A) are developed or gathered by the researcher specifically for the current research project B) have previously been gathered by someone other than the researcher for another purpose C) cannot serve as the sole research for a project D) are often prohibitively expensive Answer: B LO: 4.2: Distinguish between primary and secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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13) When written information like transaction records, surveys, and vehicle registrations are stored and made available for other purposes, it becomes ________ data.

A) primary B) syndicated C) proprietary D) secondary Answer: D LO: 4.2: Distinguish between primary and secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 14) Which statement is correct?

A) Most research projects contain some secondary data.

B) It is not possible for projects to rely exclusively on secondary data.

C) A marketing research project cannot be conducted without including some primary data.

D) All research projects contain a combination of primary and secondary data.

Answer: A LO: 4.2: Distinguish between primary and secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 15) The applications of secondary data range from predicting broad changes in a region's demographics to specific applications, such as selecting a street address location for a new car wash.

Answer: TRUE LO: 4.2: Distinguish between primary and secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 16) A suggested application for primary data is understanding consumer concerns during a crisis situation.

Answer: FALSE LO: 4.2: Distinguish between primary and secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) Sometimes secondary data can be used to evaluate market performance.

Answer: TRUE LO: 4.2: Distinguish between primary and secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 80 Copyright © 2026 Pearson Education, Inc.

18) How might secondary data be used to evaluate market performance?

Answer: Sometimes secondary data can be used to evaluate market performance. For example, because gasoline and fuel taxes collected per gallon are available in public records, petroleum marketers can easily determine the volume of fuels consumed in a county, thus making market share calculations easy and reliable.

LO: 4.2: Distinguish between primary and secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) Secondary data ________.

A) is always superior to primary data B) may be prohibitively expensive C) can be too time-consuming to collect D) sometimes involves mismatched measurement units Answer: D LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 20) Which statement about secondary data is NOT true?

A) Secondary data is inexpensive compared to primary data.

B) For any application, secondary data is always readily available.

C) Secondary data alone may be enough to achieve the research objective.

D) Secondary data can enhance primary data collection.

Answer: B LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) A marketer wishes to evaluate a two-mile area around a street address that is proposed as a site location for a retail store. The only records found provide the data at a county level. Which disadvantage associated with secondary data has the marketer encountered?

A) Timeliness of the secondary data B) Differing definitions used to classify the data C) Incompatible reporting units D) Mismatched measurement units Answer: C LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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22) A researcher finds some secondary data that seems very relevant to a research project.

However, they aren't familiar with the source and can't determine whether it is reliable or if any bias was involved in data collection. This situation highlights the ________ disadvantage of secondary data.

A) mismatched measurement units B) unusable class definitions C) outdated data D) lack of information to assess data credibility Answer: D LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 23) Secondary data is more readily available and quicker to obtain than primary data, but it is also considerably more expensive.

Answer: FALSE LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 24) Secondary data does not have enough advantages to always justify a search of this type of information.

Answer: FALSE LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 25) One of the advantages of secondary data is that for almost any application, some secondary data are readily available.

Answer: TRUE LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) Secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected.

Answer: TRUE LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82 Copyright © 2026 Pearson Education, Inc.

27) Disadvantages and problems exist with secondary data because it has not been collected specifically to address the problem at hand but has been collected for some other purpose.

Answer: TRUE LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 28) Sometimes a marketing researcher will find information reported with the desired unit of measurement and the proper classifications; however, the data may be outdated and no longer reliable.

Answer: TRUE LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 29) Explain the advantages and disadvantages of secondary data.

Answer: Students should be able to clearly and succinctly explain the advantages of and the disadvantages of secondary data. Answers do not have to mention all the advantages or disadvantages, but demonstrate some of the more significant ones. Among the advantages, students may mention one or more of the five main advantages of using secondary data: (1) secondary data can be obtained quickly; (2) compared to collecting primary data, secondary data are inexpensive; (3) for almost any application, some secondary data are readily available; (4) secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected; and (5) secondary data may be all that are needed to achieve the research objective. Disadvantages that may be mentioned include five of the problems associated with secondary data including incompatible reporting units, mismatch of the units of measurement, differing definitions used to classify the data, timeliness of the secondary data, and lack of information needed to assess the credibility of the data reported. Advanced answers will note that these problems exist because secondary data has not been collected specifically to address the problem at hand but have been collected for some other purpose.

LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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30) Describe why the class definitions of secondary data might not be usable to a researcher.

Provide an example.

Answer: The class definitions of the reported data may not be usable to a researcher. Secondary data are often reported by breaking a variable into different classes and reporting the frequency of occurrence in each class. For example, suppose a source of secondary data reports the variable of household income in three classes. The first class reports on the percentage of households with income from $20,000 to $34,999, and the third class reports the percentage of households with incomes of $50,000 and over. For most studies, these classifications are applicable. However, imagine a manufacturer of high-end plumbing fixtures is looking to expand the number of distributorships. The manufacturer has learned that its dealers are most successful in geographical areas with average household incomes above $80,000. The manufacturer needs another source of information since the available source of secondary data only reports household incomes of $50,000 and over. What would a researcher do in this situation? Typically, if you keep looking, what is needed can be found. There may be other sources of secondary data in other categories.

LO: 4.3: Evaluate the advantages and disadvantages of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 31) Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.

A) assess the quality and validity B) consider the cost against the value of the project C) assess the quality and cost D) assess the cost, quality, and value Answer: A LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 32) Careful assessment of the quality and validity of secondary data is most important when working with ________.

A) newspaper stories B) digital sources C) TV network news reports D) government statistics Answer: B LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge

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33) All of the following are ways to confirm the competency and credibility of an organization that has collected secondary data EXCEPT which one?

A) Ask others who have more experience in an industry.

B) Look in the report for detailed explanations of how the information was collected.

C) Find out whether the information was posted online.

D) Check whether previous clients of the firm were satisfied with their work.

Answer: C LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 34) A study that favored disposable diapers was conducted by Franklin Associates, whose research showed disposables were not any more harmful than cloth diapers. But the sponsor of the study was The American Paper Institute, an organization with major interests in disposable diapers. This is an example of the need to evaluate data based on ________.

A) who collected the information B) how the information was collected C) how the information was obtained D) the purpose of the study Answer: D LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) ________ is(are) provided by most reputable organizations that provide secondary data.

A) Detailed data collection methods B) A client list and prior projects C) The budget for the project D) Background on the researchers Answer: A LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 36) Trustworthy sources of secondary data will almost always have comprehensive details related to the methods used to collect its data.

Answer: TRUE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge

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37) If information is posted online, this is an indication that the data are credible.

Answer: FALSE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 38) Studies may claim to provide information on a specific subject but, in fact, measure something quite different.

Answer: TRUE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 39) If two or more independent organizations report the same data, researchers should have less confidence in the validity and reliability of the data and should double-check the source.

Answer: FALSE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 40) It is typical that two reputable organizations will report exactly the same results.

Answer: FALSE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 41) It is not always easy to find out how secondary data were gathered.

Answer: TRUE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 42) When a marketer is convinced that there is no bias in the purpose of the study, there is generally no need to question the competence of the organization that collected the information.

Answer: FALSE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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43) If all independent sources report very large differences in the same variable, then the marketer may not have much confidence in any of the data.

Answer: TRUE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 44) Even though a marketer is evaluating secondary data, remember that this information was gathered as primary data by some organization.

Answer: TRUE LO: 4.4: Apply techniques for assessing the quality and reliability of secondary data Difficulty: Easy Classification: Application AACSB: Application of knowledge 45) Internal secondary data ________.

A) come from outside a firm B) are rarely useful in marketing research C) should be identified before initiating new research efforts D) include syndicated data Answer: C LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 46) A company's sales records, purchase requisitions, invoices, and customer complaints are considered ________.

A) internal secondary data B) external secondary data C) internal primary data D) external primary data Answer: A LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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47) Micromarketing is defined as ________.

A) information that is collected directly from consumers during their interactions with a business B) tailoring the marketing mix to specific customer segments, sometimes even to individual shoppers C) the practice of managing interactions with customers to build stronger relationships and fuel business growth D) the management and analysis of data to improve marketing decisions Answer: B LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 48) Companies use its internal databases for purposes of direct marketing and to strengthen relationships with customers, which is referred to as customer relationship marketing (CRM).

Answer: TRUE LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 49) In today's data-driven world, the ability to locate and leverage external data is an asset in any workplace.

Answer: TRUE LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 50) Database records are composed of subcomponents of information called fields.

Answer: TRUE LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 51) Customer relationship management refers to information that is collected directly from consumers during their interactions with a business, both online and in person.

Answer: FALSE LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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52) Discuss the ways in which companies use their databases.

Answer: While databases can be quite large and complex, even simple databases in small businesses can be invaluable. Kotler and Keller describe five ways that companies use their databases: 1. To identify prospects, such as sorting through replies to company ads to identify customers who can be targeted with more information 2. To decide which customers should receive a particular offer, such as sending a cross-selling suggestion two weeks after a sale 3. To deepen customer loyalty by remembering customer preferences and sending appropriately customized materials reflecting those preferences 4. To reactivate customer purchases, such as automatically sending out a birthday card 5. To avoid serious customer mistakes, such as charging a fee to one of the firm's largest customers Databases can tell managers which products are selling, report inventory levels, and profile customers by SKU (stock-keeping unit). Coupled with geodemographic information systems, databases can provide maps indicating zip codes in which the most profitable and least profitable customers reside. Internal databases, built with information collected during the normal course of business, can provide invaluable insights for managers. Internal data integrated with external data is even more powerful.

LO: 4.5: Differentiate between internal and external data sources for big data analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 53) ________ are those types of information that are prepared for public distribution and are normally found in libraries and online.

A) Published sources B) Proprietary information C) Primary data D) Internal secondary data Answer: A LO: 4.6: Identify the types and uses of published sources and official data in big data research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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54) ________ data is information published by public organizations, including government institutions and international organizations.

A) Proprietary B) Official C) Point-of-sale D) Social media Answer: B LO: 4.6: Identify the types and uses of published sources and official data in big data research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) The Open Data Policy, a U.S. federal law passed in 2013, ________.

A) requires all U.S. firms that conduct research to post its results online for free public consumption B) states that after 10 years, personal data collected by the government will be made public and available to all interested parties C) criminalizes the act of searching for data in matters related to national security D) makes all data collected by the government, with a couple exceptions, accessible and available by default Answer: D LO: 4.6: Identify the types and uses of published sources and official data in big data research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 56) ________ include reputable business journals, magazines, and newspapers, and are valuable for staying abreast of industry developments and identifying emerging trends.

A) Academic journals B) Business media sources C) Official data D) External secondary data Answer: B LO: 4.6: Identify the types and uses of published sources and official data in big data research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 57) Information prepared for public distribution by trade associations, professional organizations, companies, and other entities and found in libraries and online is an example of official data.

Answer: FALSE LO: 4.6: Identify the types and uses of published sources and official data in big data research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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58) Official statistics are both qualitative and quantitative and include information related to demographics, economic development, education, consumption patterns, health, education, the environment, and many other topics.

Answer: TRUE LO: 4.6: Identify the types and uses of published sources and official data in big data research Difficulty: Easy Classification: Application AACSB: Application of knowledge 59) Firms supplying syndicated data follow ________ that enable them to collect the same data over time.

A) strict deadlines B) standard client requirements C) standard research formats D) broad research requirements Answer: C LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) Gallup and Pew Research Center are market research firms that provide companies with data regarding ________.

A) consumer attitudes and opinions B) segment identification C) promotion effectiveness D) sales tracking Answer: A LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 61) Syndicated data is ________.

A) typically broad, general information B) available in libraries C) a form of external primary data D) available to subscribers for a service fee Answer: D LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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62) What is the term for specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms?

A) Syndicated data B) Official data C) Published sources D) Primary data Answer: A LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) ________ offer a powerful tool to allow companies access to information about consumer insights without having to conduct its own expensive and time-consuming primary research.

A) Official data B) Syndicated data C) Internal secondary data D) Focus groups Answer: B LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 64) Of the following, which is NOT a key advantage of syndicated data?

A) Shared costs B) High-quality data C) High control over collected information D) Timely availability of data Answer: C LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 65) Manufacturers interested in prevailing attitudes about pollution and government regulation can find syndicated data to support its research. This illustrates the use of syndicated data to ________.

A) identify segments B) measure consumer opinions C) monitor promotion effectiveness D) track sales Answer: B LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 66) Geodemographics is associated with which application of syndicated data?

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A) Identifying segments B) Measuring consumer opinions C) Tracking sales D) Monitoring promotion effectiveness Answer: A LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 67) Syndicated consumer opinion surveys can reveal all of the following EXCEPT ________.

A) preferences B) geodemographics C) purchasing behaviors D) trends Answer: B LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) Nielsen uses consumer data, point-of-sale data, and in-store auditors as part of ________.

A) cross-sectional studies B) tracking studies C) longitudinal studies D) transversal studies Answer: B LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 69) Gallup is a marketing research firm that has been classifying geographic areas in terms of the socioeconomic characteristics of its inhabitants for many decades.

Answer: FALSE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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70) Syndicated data are a form of external primary data that is supplied from a common database to subscribers for a long-term service fee.

Answer: FALSE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 71) Firms supplying syndicated data do not necessarily follow standard research formats that enable it to collect the same data over time.

Answer: FALSE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 72) With syndicated data, both the process of collecting and analyzing the data and the data themselves are not varied for the client.

Answer: TRUE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 73) Geodemographics can help firms identify and locate target markets to efficiently reach the right target audience.

Answer: TRUE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 74) When many client firms subscribe to information, the cost of the service is greatly reduced to any one subscriber firm. This describes a key advantage of syndicated data.

Answer: TRUE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 75) Syndicated data is unable to evaluate advertising effectiveness by measuring exposure, ad recall, and click-through rates.

Answer: FALSE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 94 Copyright © 2026 Pearson Education, Inc.

76) With syndicated data, subscribers never need to worry about whether the measurement units are correct, or whether the geographical reporting units are appropriate.

Answer: FALSE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) Aided by computer programs called geodemographic information systems (GIS), geodemographers can access huge databases and construct profiles of consumers residing in geographic areas determined by the geodemographer.

Answer: TRUE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 78) Point of sale (POS) data are automatically collected when consumers buy products.

Answer: TRUE LO: 4.7: Explain the types and uses of syndicated data to gain research insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 79) The American Cancer Society (ACS) has several websites and apps that it uses for multiple purposes, including soliciting donations, recruiting volunteers, and offering information on cancer detection and treatment. It wanted to understand how users with different goals used its websites and apps. Which of the following describes the type of data the ACS would collect and analyze to gain that understanding?

A) Social media data B) Internal secondary data C) Syndicated data D) Digital tracking data Answer: D LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge

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80) ________ are the two major tools used to track consumers' online activities.

A) Passive data and behavioral profiling B) Social media data and cookies C) Device IDs and behavioral profiling D) Cookies and device IDs Answer: D LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge 81) One of the fastest-growing areas of marketing research involves the organization and analysis of ________.

A) social media data B) consumer products data C) consumer healthcare data D) mass media usage data Answer: A LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge 82) ________ is the term for any information that is created by users of online systems and intended to be shared with others.

A) E-commerce-generated data and content B) User-generated content C) Product-generated content D) Media-generated data and content Answer: B LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge 83) Social media has a number of strengths as a source of marketing research data. Which of the following is NOT considered one of those strengths?

A) Fast, immediate, up-to-date feedback from consumers B) Relatively inexpensive access to data C) Invulnerable to manipulation from critics or individuals with ulterior motives D) Unprompted, unfiltered, and authentic voice of the consumer Answer: C LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96 Copyright © 2026 Pearson Education, Inc.

84) The use of social media data for market research also has quite a few disadvantages. Which of the following is NOT considered one of those disadvantages?

A) Commenters may not represent a brand's target audience.

B) Vocal critics may have a more active voice and distort the conversation.

C) Even though much of the material on social media is shallow or useless, it is always relevant.

D) Demographic and geographic information of the consumers may not be identifiable or may be falsified.

Answer: C LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge 85) What is the ratio of positive to negative comments posted about products and brands on the web?

A) Feedback B) Commentary C) Reaction D) Sentiment Answer: D LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge 86) ________, an important emerging source of big data, is a network of physical objects embedded with software or sensors that allow them to gather and send data.

A) The Internet of Things (IoT) B) Mass media data C) Digital health data D) Social media data Answer: A LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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87) Which of the following is information collected automatically, often without a consumer's knowledge?

A) Covert data B) Passive data C) Monitored data D) Active data Answer: B LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge 88) A 2023 survey of marketing professionals found that ________ of its companies analyze social media data.

A) almost two-thirds B) more than three-quarters C) about half D) close to a third Answer: A LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge 89) The data generated from wearables can be particularly valuable to which industry?

A) Consumer products industry B) Entertainment industry C) Electronics industry D) Health and fitness industry Answer: D LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Difficult Classification: Application AACSB: Application of knowledge 90) Data from the IoT are particularly useful because its context helps reveal what thought process might have gone into a purchase.

Answer: FALSE LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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91) Three major tools are used to track consumers' online activities: behavioral profiling, cookies, and device IDs (identifications).

Answer: FALSE LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) Social media data may be considered a form of secondary data, since it is information that does not originate because of a marketing research project.

Answer: TRUE LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Difficult Classification: Application AACSB: Application of knowledge 93) Social media platforms provide a generally unreliable means to trace trends and track big themes including fears and aspirations that influence consumers.

Answer: FALSE LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge 94) A major category of objects that is part of the IoT is wearables or wearable technology.

Answer: TRUE LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Easy Classification: Application AACSB: Application of knowledge

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95) One of the fastest-growing areas of marketing research involves the organization and analysis of social media data. Discuss the uses of social media data and its advantages and disadvantages.

Answer: Answers will state that social media data, also termed user-generated content (UGC), are any information that is created by users of online systems and intended to be shared with others. Comments will include a brief discussion of social media monitoring, or social media listening, and note that it involves actively gathering, organizing, and analyzing social media data to gain consumer insights. Discussion related to advantages of social media data should include: 1. The currency of social media data: Social media can provide fast, immediate, up-to-the-minute feedback on any of the 4 P's associated with a brand.

2. Social media data's relative inexpensiveness to access the data, although expertise is needed to organize and analyze the data properly.

3. Social media data represent the unprompted, unfiltered, and authentic voice of the consumer.

As such, social media sources can lead to new understandings that might not emerge through other types of research.

4. Social media platforms provide one of the best means to trace trends and track big themes—that is, fears and aspirations—that influence consumers.

Discussion related to disadvantages of social media data will note: 1. Social media commenters may not represent a brand's target audience and, consequently, provide misleading feedback. Similarly, the most vocal consumers—whether advocates or critics of a brand—may have a more active voice and distort the conversation.

2. Demographic and geographic information of the consumers may not be identifiable or may be falsified, limiting its usefulness.

3. Some types of products, such as electronics and hotels, are more likely to be reviewed online, and some, particularly local products or low-penetration products, may not have a social media presence at all.

4. Despite measures taken to prevent fraud by established websites, social media review websites can be subject to manipulation; some reviews may be posted by individuals with ulterior motives.

5. Much of the material on social media is shallow, useless, offensive, or irrelevant, which means that a lot of content must be sifted through to find useful information.

LO: 4.8: Describe the different types and applications of digital data in big data environments Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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96) The management, use, and commercialization of data raises ethical issues related to ________.

A) security, privacy, and the protection of consumers B) automation of marketing C) privacy and resale of consumer data D) protection of consumer buying information Answer: A LO: 4.9: Discuss the ethical considerations involved in managing big data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) Many websites and apps create notification and alert systems that, if accepted by users, will increase the frequency with which they access these websites, and can lead to what has been called "addictive technology," with harmful effects on consumers who spend too much time online.

Answer: TRUE LO: 4.9: Discuss the ethical considerations involved in managing big data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 98) Companies have to consider at what point marketing activities deliver more harm than good.

Answer: TRUE LO: 4.9: Discuss the ethical considerations involved in managing big data Difficulty: Difficult Classification: Application AACSB: Application of knowledge 99) Companies that sell data to third parties are required by law to ensure that other firms will protect consumers.

Answer: FALSE LO: 4.9: Discuss the ethical considerations involved in managing big data Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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100) Briefly discuss the ethical considerations and responsibility of the use of big data. What is the responsibility of researchers?

Answer: Responses will explain that the era of big data offers real promise for greater automation of marketing research, as well as exciting applications for the future. The discussion will clearly acknowledge that at the same time, the management, use, and commercialization of data raises ethical issues related to security, privacy, and the protection of consumers. The responses will clearly note that individual researchers have the personal responsibility to constantly evaluate actions to be sure the work is performed with integrity and safeguarding the well-being of consumers.

LO: 4.9: Discuss the ethical considerations involved in managing big data Difficulty: Easy Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 5 Qualitative Research Techniques 1) Which of the following describes research involving the administration of a set of structured questions with predetermined response options to many respondents?

A) Quantitative research B) Primary research C) Qualitative research D) Secondary research Answer: A LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 2) The purpose of quantitative research is ________.

A) general B) specific C) free-form D) unstructured Answer: B LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 3) ________ research involves collecting, analyzing, and interpreting data by observing what people do and say.

A) Quantitative B) Primary C) Qualitative D) Secondary Answer: C LO: 5.1: Differentiate between quantitative and qualitative research techniques 102 Copyright © 2026 Pearson Education, Inc.

Difficulty: Easy Classification: Application AACSB: Application of knowledge

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4) Qualitative data ________.

A) are usually quantified B) are largely numeric C) are structured and standardized D) can be categorized Answer: D LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Difficult Classification: Application AACSB: Application of knowledge 5) All of the following are used to describe research that combines both qualitative and quantitative research EXCEPT ________ research.

A) hybrid B) pluralistic C) mixed methods D) ethnographic Answer: D LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) A company performs a consumer segmentation study then researchers use in-depth interviews to develop rich profiles of each segment. Which type of research does this describe?

A) Quantitative before qualitative research B) Quantitative and qualitative research concurrently C) Qualitative before quantitative research D) Quantitative only research Answer: A LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge 7) A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on several characteristics and then discuss their reactions with other focus group participants. This is an example of conducting ________.

A) product testing simultaneously B) primary and secondary research concurrently C) quantitative and qualitative research simultaneously D) market tests and taste tests concurrently Answer: C LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Difficult Classification: Application AACSB: Application of knowledge 104 Copyright © 2026 Pearson Education, Inc.

8) Qualitative research uses predetermined structured questions with predetermined structured response options.

Answer: FALSE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) Some researchers use the term "thick data" to contrast qualitative data with big data.

Answer: TRUE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 10) The primary advantage of qualitative research is that it allows researchers to gather deeper, richer information from respondents.

Answer: TRUE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 11) Traditionally, quantitative techniques precede exploratory qualitative techniques.

Answer: FALSE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Quantitative research often involves a sizable representative sample of the population and a formalized procedure for gathering data.

Answer: TRUE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge 13) Focus group research is also known as pluralistic or hybrid research.

Answer: FALSE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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14) Armed with the knowledge that one research method builds on another, the researchers' design and execution of the quantitative phase are invariably superior to what they might have been without the qualitative phase.

Answer: TRUE LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Difficult Classification: Application AACSB: Application of knowledge 15) Describe the differences among qualitative research, quantitative research, and mixed methods research.

Answer: Student comments should demonstrate a clear understanding of the differences between quantitative, qualitative, and mixed methods research. Answers should furnish concise but knowledgeable definitions of the three. Definitions of quantitative research may be similar to the following: Quantitative research is defined as research involving the administration of a set of structured questions with predetermined response options to a large number of respondents.

Answers regarding qualitative research should be similar to: Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Advanced answers may note that qualitative research techniques afford rich insight into consumer behavior.

Discussion of mixed methods research should be similar to the following: Mixed methods research is defined as the combination of qualitative and quantitative research methods with the aim of gaining the advantages of both.

LO: 5.1: Differentiate between quantitative and qualitative research techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 16) Compared to other qualitative techniques, ________ are superior at investigating complex interrelationships, needs, and motivations for purchasing behaviors.

A) in-depth interviews (IDIs) B) focus groups C) protocol analyses D) projective techniques Answer: A LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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17) Conducting IDIs over the phone ________.

A) is no longer done after the advent of Zoom and Microsoft Teams B) is prohibitively expensive and cumbersome C) offers richer data than doing so online D) is an option when the target audience is not comfortable with technology Answer: D LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Difficult Classification: Application AACSB: Application of knowledge 18) Which statement about in-depth interviews is NOT correct?

A) They allow for flexibility and exploration.

B) The researcher plays a crucial role in their success.

C) They provide participants with a list of set responses from which to select.

D) They encourage participants to elaborate on their initial responses.

Answer: C LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) ________ is a technique used in IDIs to discover how product attributes are associated with desired consumer values.

A) Scaling B) Laddering C) Thematic analysis D) Role playing Answer: B LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Difficult Classification: Application AACSB: Application of knowledge 20) ________ is defined as a set of probing questions posed one-on-one to a participant by a trained researcher.

A) An online panel B) An in-depth interview (IDI) C) Online ethnographic research D) Social media interactive research Answer: B LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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21) IDIs help the marketing researchers better understand the various dimensions of participants' opinions as well as the reasons for them.

Answer: TRUE LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) The main disadvantage of online IDIs is that compared to in-person IDIs they may not permit as much rapport among the interviewer and participant.

Answer: TRUE LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Moderate Classification: Application AACSB: Application of knowledge 23) In-depth interviews typically have larger sample sizes compared to focus groups.

Answer: FALSE LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Easy Classification: Application AACSB: Application of knowledge 24) What is the objective of the in-depth interview (IDI)? What are the advantages and disadvantages of using IDIs as a research technique?

Answer: Students should first note that an in-depth interview, commonly referred to as an IDI, is defined as a set of probing questions posed one-on-one to a subject by a trained interviewer to gain an idea of what the respondent thinks about something or why they behave in a certain way.

Answers should discuss that the objective of in-depth interviews is to obtain unrestricted comments or opinions and to ask questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them. Of primary importance is the compilation of the data into a summary report to identify common themes. New concepts, designs, advertising, and promotional messages can arise from this method. Advanced answers will compare IDIs to focus groups by stating that IDIs are better at investigating complex interrelationships, needs, and motivations for purchasing behaviors. Answers will note advantages of IDIs by stating that interviewers have the ability to probe by asking many additional questions based on a participant's responses. IDIs help generate rich, deep responses. In-depth responses may be more revealing in some research situations than responses to predetermined, yes-no questions typical of a structured survey. IDIs can offer great insight into consumer behavior if properly used. IDIs are especially useful when the researcher wants to understand decision-making on the individual level, details about how products are used, or the emotional and sometimes private aspects of consumers' lives.

LO: 5.2: Explain the steps involved in conducting an in-depth interview Difficulty: Difficult Classification: Application AACSB: Application of knowledge 108 Copyright © 2026 Pearson Education, Inc.

25) Focus groups involve ________.

A) asking participants to pretend they are a "third person" such as a friend or neighbor and to describe how they would act in a certain situation or react to a specific statement B) bringing small groups of people together and guiding them through an unstructured, spontaneous discussion to gain information relevant to the research problem C) inducing participants to "think aloud" so the researcher can map the decision-making process a consumer uses in making a purchase decision D) studying an individual's involuntary responses to marketing stimuli Answer: B LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) Which of the following best describes a research technique used to generate ideas, to learn the respondents' "vocabulary" when relating to a certain type of product, or to gain some insight into basic needs and attitudes?

A) In-depth interview B) Protocol analysis C) Role playing D) Focus groups Answer: D LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) The ________ characteristics of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

A) demographic and socio-economic B) demographic and buyer behavior C) buying power and demographic D) geographic and buyer-behavior Answer: B LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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28) Which is NOT an advantage online focus groups have over traditional focus groups?

A) Focus group facilities are not necessary.

B) Transcripts are captured in real time.

C) Participants can be in different geographic locations.

D) Observation of participants' body language is not possible.

Answer: D LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge 29) In a traditional, in-person focus group, a group of about ________ individuals is brought together for about ________ hour(s), in a comfortable and private space chosen to facilitate open conversations.

A) 3 to 5; 3 to 4 B) 6 to 12; 1.5 to 2 C) 10 to 20; 3 to 4 D) 25 to 50; 1.5 to 2 Answer: B LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 30) Following the focus group, a focus group ________ is often created that summarizes the information provided by the focus group participants relative to the research questions.

A) report B) topic guide C) quantitative survey D) thematic analysis Answer: A LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge 31) Using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service helps ________.

A) them understand consumer vocabulary B) reveal consumer needs, motives, perceptions, and attitudes C) them "get in touch" with the customer's preferences D) understand findings from quantitative studies Answer: B LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 110 Copyright © 2026 Pearson Education, Inc.

32) A bank image survey showed that a particular branch consistently received lower scores on "employee friendliness." Focus group research revealed that this perception was linked to several frontline employees who were so concerned with efficiency that they came across as unfriendly.

Which objective of focus group research does this example illustrate?

A) Generating ideas B) Understanding consumer vocabulary C) Revealing consumer needs D) Understanding findings from quantitative studies Answer: D LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) Focus groups represent a useful technique for gathering information from a limited sample of respondents.

Answer: TRUE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge 34) The focus group report lists most of the themes that became apparent during the research, notes any diversity of opinions or thoughts expressed by the participants, and contains verbatim excerpts provided as evidence.

Answer: TRUE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) An overarching consideration in a traditional, in-person focus group is that the moderator must be able to have good eye contact with every participant.

Answer: TRUE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge 36) It is generally believed that the best focus groups are composed of participants who have heterogeneous characteristics.

Answer: FALSE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 111 Copyright © 2026 Pearson Education, Inc.

37) Generally speaking, three to four focus groups are conducted for small projects, and nine to twelve may be conducted for large projects.

Answer: TRUE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) One of the main objectives of focus groups is to understand findings from quantitative studies.

Answer: TRUE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge 39) Focus groups constitute representative samples, so their findings can be safely generalized.

Answer: FALSE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge 40) Focus groups are a unique research method because they permit marketing managers to see and hear the market.

Answer: TRUE LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Easy Classification: Application AACSB: Application of knowledge

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41) Focus groups, or moderated small-group discussions, are a popular form of qualitative research. Discuss the advantages and disadvantages of this type of qualitative research.

Answer: Answers will show a clear understanding of both advantages and disadvantages of focus groups. Comments will note that there are four major advantages of focus groups: 1. They generate fresh ideas. 2. They allow clients to observe their participants. 3. They may be directed at understanding a wide variety of issues, such as reactions to a new food product, brand logo, or television ad, and 4. They allow fairly easy access to special respondent groups, such as lawyers or doctors (whereas it may be very difficult to find a representative sample of these groups).

Discussion related to disadvantages of focus groups may outline that: 1. They do not constitute representative samples; therefore, caution must be exercised in generalizing findings; 2. Success is greatly dependent on the ability of the moderator, and 3. It is sometimes difficult to interpret the results of focus groups (the moderator's report is based on a subjective evaluation of participants' statements and interactions).

LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Difficult Classification: Application AACSB: Application of knowledge 42) How should focus group participants be recruited and selected?

Answer: The selection of focus group participants is determined largely by the purpose of the focus group. For instance, if the purpose is to generate new ideas for global positioning system (GPS) improvements, the participants must be consumers who own a GPS. If the focus group is intended to elicit building contractors' reactions to a new type of central air-conditioning unit, it will be necessary to recruit building contractors. It is not unusual for companies to provide customer lists, or for focus group recruiters to work from secured lists of potential participants. For instance, with building contractors, the list might come from the local Angie's List or a building contractor trade association membership roster. "No-shows" are a problem with focus groups, and researchers have at least two strategies to entice prospective participants. Incentives are used to encourage recruits to participate in focus groups. These incentives range from monetary compensation for the participant's time to free products or gift certificates. Many focus group companies use callbacks, emails, or text messages during the day immediately before the focus group to remind prospective participants they have agreed to take part. If a participant cancels due to a conflict, a replacement can be recruited. Neither approach works perfectly, and anticipating how many participants will show up is always a concern. Some focus group companies overrecruit participants, sending home excess participants with compensation.

LO: 5.3: Describe what focus groups are and how they are conducted Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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43) ________ research is a detailed, descriptive study of a group and its behavior, characteristics, and culture.

A) Ethnographic B) Mixed methods C) Qualitative D) Quantitative Answer: A LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Moderate Classification: Application AACSB: Application of knowledge 44) With ________, researchers recruit participants to record their activities and emotions, using their phones to take photos and videos accompanied by audio explanations.

A) shopalongs B) mobile ethnography C) netnography D) role playing Answer: B LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Moderate Classification: Application AACSB: Application of knowledge 45) ________ studies have been used to examine how consumers share style ideas on a Swedish fashion blog and how individuals get support for health-related goals through social media sites.

A) Mobile ethnographic B) Shopalong C) Netnographic D) Anthropologic Answer: C LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Moderate Classification: Application AACSB: Application of knowledge 46) Ethnography is particularly effective for studying trends, personal habits, lifestyle factors, and the effect of social and cultural context on consumption.

Answer: TRUE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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47) Ethnography uses several different types of research, including immersion, participant observation, and informal and ongoing in-depth interviewing.

Answer: TRUE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) Netnography involves participants documenting their own experiences through their mobile phones.

Answer: FALSE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Easy Classification: Application AACSB: Application of knowledge 49) Mobile ethnography can be especially useful for documenting private behavior.

Answer: TRUE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Easy Classification: Application AACSB: Application of knowledge 50) Shopalongs are a type of research in which a researcher covertly observes a consumer on a shopping trip.

Answer: FALSE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Easy Classification: Application AACSB: Application of knowledge 51) A limitation of ethnographic research is that respondents are not aware of their own habitual or conscious behaviors as they interact with products and services.

Answer: TRUE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Difficult Classification: Application AACSB: Application of knowledge 52) Some researchers contend that while mobile methods are valuable, they cannot legitimately be called ethnography.

Answer: TRUE LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Moderate Classification: Application AACSB: Application of knowledge 115 Copyright © 2026 Pearson Education, Inc.

53) Define and describe ethnographic research. What is mobile ethnography? What are the strengths and weaknesses of using mobile ethnography?

Answer: Students should define ethnographic research with something similar to: Ethnographic research is a term borrowed from anthropology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on. Comments may state that ethnographic research is used in marketing to gain a deeper and more comprehensive understanding of the consumer and consumer behavior by studying the behavior where it occurs for prolonged periods.

Ethnography is particularly effective for studying trends, personal habits, lifestyle factors, and the effect of social and cultural context on consumption behavior. Ethnography uses several different types of research, including immersion, participant observation, and informal and ongoing in-depth interviewing. Ethnographers pay close attention to words, metaphors, symbols, and stories people use to explain their lives and communicate with one another. Student comments will define mobile ethnography as a type of marketing research in which respondents document their own experiences through their mobile phones. Answers should note that the advantage of mobile ethnography is that it can uncover authentic behavior and feelings that a researcher might miss, with respondents viewed as the experts of their own lives. Comments should note that limitation is that respondents are often not aware of their own habitual or unconscious behavior as they interact with products and services. As a result, they might miss important insights that a trained researcher would notice. Some researchers say that while mobile methods are valuable, they cannot legitimately be called ethnography.

LO: 5.4: State the concept of ethnographic research and discuss its strengths and weaknesses Difficulty: Difficult Classification: Application AACSB: Application of knowledge 54) A popular and growing trend in marketing research is the use of ________ to gain insights, with 60% of marketing research professionals in a 2017 survey claiming that their firm has used this research technique.

A) focus groups B) ethnographic research groups C) shopalong research communities D) marketing research online communities Answer: D LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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55) ________ are some of the main advantages of online communities.

A) Inexpensiveness and flexibility B) Ease of recruitment and flexibility C) Flexibility and diversity D) Convenience and diversity Answer: A LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Easy Classification: Application AACSB: Application of knowledge 56) MROCs are also called online customer communities and insight communities.

Answer: TRUE LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Easy Classification: Application AACSB: Application of knowledge 57) Project communities are recruited for projects that last for months or even years.

Answer: FALSE LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 58) Online communities are particularly effective for gaining insights from millennials and Generation Z, since younger consumers are the most avid users of social media.

Answer: TRUE LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 59) One advantage of marketing research online communities is that they are convenient for participants, allowing them to participate when they have time and where they are comfortable.

Answer: TRUE LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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60) Unlike focus groups, MROCs have no moderators to manage the conversations, allowing conversation to develop organically.

Answer: FALSE LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 61) A popular and growing trend in marketing research is the use of marketing research online communities (MROC). What are MROCs? Describe the benefits and drawbacks of using this type of technique. What is the role of the moderator in this setting?

Answer: Students will note that marketing research online communities (MROCs), also called online panels, are groups of respondents that are brought together online to interact, provide opinions and ideas, and complete tasks. The discussion will note that online communities are inexpensive and flexible, allowing a wide variety of data to be collected, including posts, photos, and videos. Online communities can complete a number of tasks, including responding to open-ended questions, providing product and advertising feedback, keeping journals, and taking mini-polls using computers, tablets, or mobile phones. Comments regarding drawbacks might include observations that online communities are only appropriate for populations that are online constantly since the best members respond to queries promptly. Because of this, there is a real danger that community members do not represent the population of interest well. Also, it is difficult to keep community members motivated over extended periods of time and members drop out frequently. In contrast to focus groups, moderators cannot ensure that every community member participates. In addition, due to the anonymity provided by online communities, there is no way that moderators can ascertain if community members are honest. Another disadvantage of online communities is the large amount of data that they generate. It is often difficult for managers to keep up on a regular basis with the posts. Answers should note that like focus groups, marketing research online communities have moderators to manage the conversations. Moderators strive to get truthful, authentic responses from members while maintaining a positive environment. Since the strength of online communities comes from collaboration among members, moderators attempt to generate peer-to-peer interactions in the communities.

LO: 5.5: Analyze the potential benefits of using marketing research online communities for a specific research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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62) ________ is NOT one of the four general ways of organizing observations.

A) Direct versus indirect B) Mandatory versus voluntary C) Covert versus overt D) In situ versus invented Answer: B LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) ________ involves observing the effects or results of a behavior rather than the behavior itself.

A) Indirect observation B) Netnography C) Direct observation D) Role playing Answer: A LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) Recording sales calls with the subjects' knowledge is an example of ________ observation.

A) invented B) indirect C) covert D) overt Answer: D LO: 5.6: Describe how observation research is used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 65) The manager of a large financial service company call center listens in on the customer service representatives' calls, unbeknownst to them. This is an example of what type of observational research?

A) Covert B) Structured C) Overt D) Indirect Answer: A LO: 5.6: Describe how observation research is used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 66) With ________ observation, the researcher observes behavior exactly as it happens in a natural 119 Copyright © 2026 Pearson Education, Inc.

environment.

A) in situ B) invented C) physical trace D) archival Answer: A LO: 5.6: Describe how observation research is used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 67) Which of the following describes the type of observational research in which no restriction is placed on what the observer notes and all behavior in the episode under study is monitored?

A) Covert observational research B) Unstructured observational research C) Structured observational research D) Direct observational research Answer: B LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) A web camera is placed in a daycare center playground area to observe how small children use the playground equipment. This is an example of which type of observational research?

A) Invented B) In situ C) Unstructured D) Indirect observational Answer: B LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 69) ________ is NOT an appropriate condition for the use of an observational study.

A) Research conducted over a short time interval B) Research involving behavior patterns over lengthy time periods C) Public behavior D) Likelihood of faulty recall if respondents are asked about previous experiences Answer: B LO: 5.6: Describe how observation research is used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 70) Which condition must be met before a researcher can successfully use observation as a 120 Copyright © 2026 Pearson Education, Inc.

marketing research tool?

A) The behavior must occur in a private setting.

B) The event must occur over a long time period.

C) The behavior must be recorded.

D) The possibility of faulty recall rules out collecting information by asking the subject.

Answer: D LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 71) Using "garbology" (observing the trash of subjects being studied) as a way of finding out how much recycling of plastic milk bottles occurs is an example of direct observation.

Answer: FALSE LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 72) A "mystery shopper" who is hired by a retail store chain to record and report on salesclerks' assistance and courtesy uses covert observation.

Answer: TRUE LO: 5.6: Describe how observation research is used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 73) Midas improved its service quality by having customers make videos of themselves as they made car service appointments. This is an example of using in situ observation.

Answer: TRUE LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 74) The test kitchens at Whirlpool's headquarters are used for invented observation.

Answer: TRUE LO: 5.6: Describe how observation research is used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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75) Only when feelings are relatively unimportant or are readily inferred from the behavior is it appropriate to use observational research methods.

Answer: TRUE LO: 5.6: Describe how observation research is used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 76) Define observation as a qualitative research technique and the different observation techniques.

Answer: Comments should note that observation methods are techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented.

Answers will note that the four general ways of organizing observations are 1. Direct versus indirect, 2. Covert versus overt, 3. Structured versus unstructured, and 4. In situ versus invented.

Students will distinguish among the methods by saying that 1. Observing behavior, as it occurs, is called direct observation. With indirect observation, the researcher observes the effects or results of the behavior rather than the behavior itself. Types of indirect observations include archives and physical traces. 2. With covert observation, the subject is unaware that they are being observed.

When the respondent knows they are being observed, this form of research is known as overt observation. 3. The researcher identifies beforehand which behaviors are to be observed and recorded in structured observation. In using unstructured observation, there are no predetermined restrictions on what the observer records. 4. With in situ observation, the researcher observes the behavior exactly as it happens in a natural environment. Invented observation occurs when the researcher creates a simulated environment to improve understanding of a phenomenon.

LO: 5.6: Describe how observation research is used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) ________ involve(s) placing a person in a decision-making situation and asks them to verbalize everything they consider when making a decision.

A) In-depth interviews B) In situ research C) Protocol analysis D) Focus group research Answer: C LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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78) Which of the following involves situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning?

A) Focus groups B) In-depth interviews C) Protocol analyses D) Projective techniques Answer: D LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) All of the following are examples of projective techniques EXCEPT ________.

A) sentence-completion tests B) role-playing activities C) word association tests D) word clouds Answer: D LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 80) ________ involves showing a line drawing of a situation in which one of the characters is making a statement, and asking the participant how the other character in the drawing would respond.

A) Role playing B) A thematic apperception test C) A sentence completion test D) A cartoon or balloon test Answer: D LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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81) Which of the following is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG])?

A) Neuromarketing B) Neuroscience C) Cerebromarketing D) Stimulus marketing Answer: A LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 82) ________, or viewing brain activity, may aid marketing researchers to better understand consumers' unconscious emotions.

A) Neuromodulation B) Neuroimaging C) Cerebroimaging D) Stimulus imaging Answer: B LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 83) All of the following are types of neuromarketing EXCEPT which of the following?

A) Neuroimaging B) Eye tracking C) Stimulus imaging D) Facial coding Answer: C LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Easy Classification: Application AACSB: Application of knowledge

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84) The idea behind ________ research is that physiological reactions cannot be consciously controlled, so they reveal reactions the individual may be unaware of or unwilling to divulge.

A) role-playing B) netnography C) in situ D) neuromarketing Answer: D LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Easy Classification: Application AACSB: Application of knowledge 85) With a picture test, a line drawing with an empty "balloon" above the head of one of the actors is provided to subjects who are instructed to write what the actor is saying or thinking.

Answer: FALSE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge 86) Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

Answer: TRUE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge 87) Projective techniques are generally not used in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.

Answer: FALSE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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88) Socially undesirable behaviors such as smoking or road rage, illegal practices such as laundering money, or sensitive behavior such as using deodorant or dieting would not be appropriate topics for projective techniques.

Answer: FALSE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge 89) Neuromarketing is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, and skin conductance, breathing, and brain activity.

Answer: TRUE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) The notion behind neuromarketing research is that psychological reactions cannot be consciously controlled, so they possibly reveal reactions that the individual is unaware of or unwilling to divulge.

Answer: TRUE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge 91) Neuroimaging, or viewing brain activity, may aid marketing researchers to better understand consumers' unconscious emotions.

Answer: TRUE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) Types of neuromarketing include neuroimaging, eye tracking, and facial coding.

Answer: TRUE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Easy Classification: Application AACSB: Application of knowledge

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93) Wearable technology, such as Apple Vision Pro and Apple Watch, may add to the credibility of neuroimaging by measuring consumers' responses to marketing stimuli under unnatural conditions.

Answer: FALSE LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Moderate Classification: Application AACSB: Application of knowledge 94) What is neuromarketing? What are three techniques used in neuromarketing? Why is neuromarketing considered an emerging but yet controversial research technique?

Answer: Students should demonstrate an understanding of neuromarketing by stating that neuromarketing is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, and brain activity. Advanced answers will note that the notion behind neuromarketing research is that physiological reactions cannot be consciously controlled, so they possibly reveal reactions that the individual is unaware of or unwilling to divulge. Practitioners claim that these methods can reveal people's emotions and intensity of opinions in ways that would not be possible with other types of research methods.

Answers should mention three techniques used in neuromarketing research: 1. Neuroimaging, 2.

Eye tracking, and 3. Facial coding. Discussion regarding neuromarketing as an emerging technique should also include that the two main criticisms of neuromarketing are somewhat contradictory. The first is that the methods are used to manipulate consumers while the second is that neuromarketing is "pseudoscience" and is not actually effective. Neuromarketing techniques are evolving rapidly and, for the most part, best practices have yet to be established for their use.

While some researchers remain skeptical that neuromarketing methods are superior to less expensive and invasive methods of research, a limited amount of recent research has demonstrated that neuromarketing can be superior to traditional methods for some purposes.

LO: 5.7: List other qualitative methods used by marketing researchers, such as protocol analysis, projective techniques, and neuromarketing Difficulty: Difficult Classification: Application AACSB: Application of knowledge 95) ________ involves examining qualitative data to uncover themes or patterns across the data.

A) Thematic analysis B) Protocol analysis C) Neuroimaging D) Netnography Answer: A LO: 5.8: Develop a thematic analysis to extract insights from qualitative data Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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96) A(n) ________ example is an example from qualitative data that provides evidence for a theme.

A) indirect B) covert C) substantiating D) projective Answer: C LO: 5.8: Develop a thematic analysis to extract insights from qualitative data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) A(n) ________ is a quote from a research participant that is used as a substantiating example of findings from qualitative research.

A) archive B) verbatim C) word cloud D) direct observation Answer: B LO: 5.8: Develop a thematic analysis to extract insights from qualitative data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 98) What is the first step in the basic process for conducting qualitative analysis?

A) Organize the data B) Get to know the data C) Categorize the data D) Identify themes Answer: A LO: 5.8: Develop a thematic analysis to extract insights from qualitative data Difficulty: Moderate Classification: Application AACSB: Application of knowledge 99) A word cloud is a visual display of words and phrases in a text, with the sizes of the words and phrases corresponding to the frequency of their occurrence in the text.

Answer: TRUE LO: 5.8: Develop a thematic analysis to extract insights from qualitative data Difficulty: Easy Classification: Application AACSB: Application of knowledge

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100) Limiting the research focus to the defined goal and specific objectives makes the analysis more manageable but the results less meaningful and less useful.

Answer: FALSE LO: 5.8: Develop a thematic analysis to extract insights from qualitative data Difficulty: Difficult Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 6 Evaluating Survey Data Collection Methods 1) Compared to observation or other qualitative methods, ________ methods allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

A) survey B) focus group C) neuromarketing D) mixed Answer: A LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Easy Classification: Application AACSB: Application of knowledge 2) Surveys typically ________.

A) involve small sample sizes B) reach a narrower range of participants than in-depth interviews C) involve large sample sizes D) reach the same range of participants as focus groups Answer: C LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) Researchers can easily compare results across different groups or studies thanks to ________.

A) reduced time and resources needed for data collection B) the fact that survey data is typically qualitative C) the use of standardized questions and response options D) the inconsistency of surveys maximizes bias Answer: C LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 129 Copyright © 2026 Pearson Education, Inc.

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4) A benefit of surveys is that researchers can target a specific population segment or broaden the scope of the study. This is due to which advantage of surveys?

A) Suitability for statistical analysis B) Efficiency C) Ease of administration D) Scalability Answer: D LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) The efficiency of surveys provides which benefit?

A) It allows for accurate comparisons and reliable conclusions.

B) It enables researchers to target a specific population segment.

C) It saves time and resources compared to other methods.

D) It enables analysis of differences and relationships among the variables.

Answer: C LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) Surveys cannot ensure consistency in data collection.

Answer: FALSE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Easy Classification: Application AACSB: Application of knowledge 7) Historically, survey data collection has been largely driven by technology. The earliest technology was the use of printed questionnaires.

Answer: TRUE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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8) Survey data is typically qualitative, making it ideal for statistical analysis.

Answer: FALSE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) The newest and currently most popular form of data collection is the use of panels, which are immense groups of potential respondents who are recruited and compensated.

Answer: TRUE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 10) Survey methods allow the collection of significant amounts of data in an economical, systematic, efficient manner, and involve large sample sizes.

Answer: TRUE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Difficult Classification: Application AACSB: Application of knowledge 11) Compared to in-depth interviews or ethnographic research, surveys can be administered to many people simultaneously, reducing the time and resources needed for data collection.

Answer: TRUE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Telephone surveys have been largely supplanted by online surveys, which afford a host of efficiencies.

Answer: TRUE LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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13) There are distinct advantages and disadvantages of survey research methods over qualitative methods. Describe and compare the advantages of survey research methods.

Answer: Answers should mention that the key advantages of surveys include standardization, efficiency, ease of administration, scalability, and suitability for statistical analysis. The discussion should state that compared to observation or other qualitative methods, survey methods allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

LO: 6.1: Explain the advantages of using surveys in marketing research and classify the various modes of survey administration (e.g., online, in-person, paper, telephone) Difficulty: Moderate Classification: Application AACSB: Application of knowledge 14) A(n) ________ survey is a questionnaire that is delivered and completed over the Internet.

A) drop-off B) online C) in-office D) mail Answer: B LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge 15) Which is NOT cited as a factor in the dramatic transformation in the landscape of survey research?

A) Call blocking B) Privacy concerns C) Postage costs D) Mobile phone usage Answer: C LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Moderate Classification: Application AACSB: Application of knowledge 16) ________ surveys have become the dominant choice of survey methods, far surpassing other methods in terms of popularity and usage.

A) In-person B) Online C) Mail D) Telephone Answer: B LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Moderate Classification: Application AACSB: Application of knowledge 133 Copyright © 2026 Pearson Education, Inc.

17) Online surveys can be completed on all of the following EXCEPT ________.

A) PCs B) tablets C) physical paper D) smartphones Answer: C LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge 18) Questionnaires developed for ________ surveys often include shorter question formats and designs to accommodate smaller screens.

A) paper-and-pencil B) computer-assisted telephone C) mobile D) mail Answer: C LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Difficult Classification: Application AACSB: Application of knowledge 19) Which is NOT one of the major advantages of online surveys?

A) Increased speed B) Real-time data tracking C) Efficiency D) Success in reaching older populations Answer: D LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Moderate Classification: Application AACSB: Application of knowledge 20) Participant misrepresentation and the need for computer literacy and Internet-connectivity are drawbacks to ________ surveys.

A) online B) in-office C) mall-intercept D) telephone Answer: A LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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21) The increase in public willingness to participate in traditional surveys has dramatically shifted the landscape of survey research.

Answer: FALSE LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) The explosive growth of digital technology has not affected the landscape of survey research.

Answer: FALSE LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge 23) Rising response rates have caused marketing researchers to rethink the use of traditional data collection methods.

Answer: FALSE LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge 24) One disadvantage of online surveys is that they do not provide flexible delivery.

Answer: FALSE LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge 25) Online surveys have become the industry standard for surveys conducted in regions with low Internet penetration.

Answer: FALSE LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Easy Classification: Application AACSB: Application of knowledge

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26) Why have online surveys become so popular?

Answer: The landscape of survey research has undergone a dramatic shift in recent years, especially in the use of data collection methods. Two key forces have driven this transformation: a decline in public willingness to participate in traditional surveys and the explosive growth of digital technology. Factors such as call blocking, rising privacy concerns, and the ever-present mobile phone have forced researchers to adapt and explore alternative data collection strategies.

As a result, online surveys have become the dominant choice of survey methods, far surpassing other methods in terms of popularity and usage.

LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) What is a group self-administered survey?

Answer: Basically, a group self-administered survey entails administering a questionnaire to participants in groups rather than individually, for convenience and to gain economies of scale. For example, an independent and assisted-living retirement community company may want to know residents' reactions to some proposed services such as a group exercise program, book club, art classes, or lectures from local experts on certain topics of interest. A researcher could call for a meeting in the common room, and perhaps as many as 30 or 50 residents, depending on the room's capacity, could be given a questionnaire to fill out to determine their reactions. It is handled in a group context primarily to reduce costs and to provide the ability to interview several people in a short time. The typical group-administered survey is limited in geographic scope, sample diversity, and survey length.

LO: 6.2: Compare and contrast the advantages and disadvantages of conducting surveys online Difficulty: Moderate Classification: Application AACSB: Application of knowledge 28) ________ is NOT a characteristic of person-administered surveys.

A) Feedback B) Rapport C) Quality control D) Rigidity Answer: D LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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29) ________ is a characteristic of person-administered surveys.

A) Inflexibility B) Human error C) Fast speed D) Low cost Answer: B LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 30) The "person-on-the-street" interview is closest to which data collection mode?

A) Telephone interview B) Intercept survey C) Mail survey D) In-office interview Answer: B LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 31) Which is a characteristic of the intercept survey?

A) It is self-administered.

B) Sample representativeness is not an issue.

C) The location ensures rapport and close attention to detail.

D) Sample bias is possible.

Answer: D LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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32) Which of the following requires interviewers to navigate around gatekeepers such as administrative assistants?

A) In-office surveys B) Mall intercepts C) CATI and CAPI D) CAPI and CATS Answer: A LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) In-person surveys are used by marketing researchers just as frequently today compared to online surveys despite their extra cost, time, inconvenience (for both researchers and participants), and geographical limitations.

Answer: FALSE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 34) Personal interviewers are effective but have issues creating trust and understanding, which complicates the ability to collect needed data.

Answer: FALSE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 35) Personal interviewers can adapt to differences in respondents.

Answer: TRUE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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36) Disadvantages of person-administered surveys include human error, slow data collection, and social desirability bias.

Answer: TRUE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 37) Social desirability bias occurs when the interviewer's presence creates concerns in participants that may cause them to alter their normal responses.

Answer: TRUE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) Public settings with high foot traffic are used for in-person intercept surveys, such as airports or busy streets.

Answer: TRUE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 39) In-office personal interviews incur lower costs because of the ease with which qualified participants can be accessed.

Answer: FALSE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 40) Special selection procedures called quotas may be used to counter the problem of nonrepresentativeness associated with intercept surveys.

Answer: TRUE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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41) The high cost of in-home interviews may be justified if the market researcher believes that personal contact is essential to the success of the interview.

Answer: TRUE LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 42) In an in-person survey, there are definite advantages to having a human interviewer guide and interact with the respondent. However, there may also be negative consequences. Discuss some disadvantages that can result due to a human interviewer.

Answer: The drawbacks to using human interviewers are human error, slowness, cost, and social desirability bias. Human interviewers may ask questions out of sequence, or they may change the wording of a question, which may change the meaning of the question altogether. Humans can make mistakes recording the information provided by the participant. Human interviewers may make any number of errors when they become fatigued or bored from repetition. While not an "error" in the sense we are discussing, another danger of using personal interviewers is the potential for "cheating," such as trying to steer survey participants to certain responses or purposefully recording answers that do not reflect the participants' responses. Collecting data using human interviewers is slower than other modes because of necessary sequential interviewing. Although pictures, videos, and graphics can be handled by personal interviewers, they cannot accommodate them as quickly as computers can. Sometimes personal interviewers simply record participants' answers using pencil and paper, which necessitates a separate data input step to build a computer data file. Naturally, the use of a face-to-face interviewer is more expensive than, say, mailing the questionnaire to participants. Typically, personal interviewers are highly trained and skilled, which increases the expense. Another disadvantage of in-person surveys is that the presence of another person may create apprehension among certain participants.

Social desirability bias occurs when the interviewer's presence creates concerns in participants that may cause them to alter their normal responses. Even when responding to questions from a perfect stranger, some people become anxious about the possible reaction of the interviewer to their answers. They may be concerned as to how the interviewer evaluates their responses, especially on personal topics such as personal hygiene, political opinions, financial matters, and age. The presence of a human interviewer may cause survey participants to answer differently than they would in a nonpersonal data collection mode. Some participants, for example, try to please the interviewer by saying what they think the interviewer wants to hear.

LO: 6.3: Evaluate the benefits and drawbacks of conducting in-person surveys for marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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43) A(n) ________ survey is one that the participant completes on their own with no agent administering the interview.

A) telephone B) in-office C) mobile D) self-administered Answer: D LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 44) The self-administered paper survey ________.

A) is no longer in use B) requires the involvement of an agent C) must be distributed to participants D) can be completed at a participant's own pace Answer: D LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Difficult Classification: Application AACSB: Application of knowledge 45) A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually ________.

A) to maximize geographic scope B) for convenience and to gain economies of scale C) to benefit from groupthink and varying opinions D) to increase sample diversity Answer: B LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Difficult Classification: Application AACSB: Application of knowledge 46) Another variation of the self-administered survey is the drop-off survey, which must be self-explanatory because ________.

A) the sample population is not necessarily representative B) generally, time and cost are very important C) the surveys are left with the respondents, who fill them out without assistance D) there are no survey interviewers to retrieve the completed forms Answer: C LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Easy Classification: Application AACSB: Application of knowledge 141 Copyright © 2026 Pearson Education, Inc.

47) Mail surveys ________.

A) require an interviewer B) are prohibitively expensive C) have exceptionally high response rates D) suffer from self-selection bias Answer: D LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) The self-administered paper survey is in sharp decline, but there are still some occasions when a researcher may use it.

Answer: TRUE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 49) A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually to increase sample diversity.

Answer: FALSE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 50) Self-selection bias means that those who do respond are probably different from those who do not fill out the questionnaire and return it.

Answer: TRUE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Difficult Classification: Application AACSB: Application of knowledge 51) An advantage of self-administered surveys is an increased social desirability bias.

Answer: FALSE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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52) A disadvantage of self-administered surveys is high questionnaire requirements.

Answer: TRUE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 53) In a self-administered survey, respondents input answers to the survey themselves, as guided by a human or computer agent.

Answer: FALSE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 54) Probably the most popular type of self-administered survey is the group self-administered survey.

Answer: FALSE LO: 6.4: Critically evaluate the suitability of paper surveys for marketing research projects Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) Which of the following allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules?

A) In-office surveying B) Central location telephone surveying C) Remote telephone interviewing D) Central location mall intercepts Answer: B LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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56) Completely automated telephone surveys (CATS) have been successfully used in all of the following situations EXCEPT ________.

A) customer satisfaction studies B) service quality monitoring C) in-store product tests D) Election Day polls Answer: C LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 57) Which is NOT an advantage of telephone surveys?

A) Low cost B) No length limitations C) High quality D) Wide reach Answer: B LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 58) A disadvantage of the ________ survey is that marketing researchers are more limited in the types of questions they can effectively utilize.

A) online B) in-person C) telephone D) mail Answer: C LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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59) Which of the following would be a poor choice when conducting a survey with many open-ended questions?

A) In-home survey B) In-office survey C) Intercept-survey D) Telephone survey Answer: D LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) CATI software has built-in logic, which means that questions can be tailored to participants' prior answers and inappropriate answers are disallowed.

Answer: TRUE LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 61) With CATI, the human interviewer is legally obligated to reveal to the participant that a computer is involved in the survey process.

Answer: FALSE LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) With computer-assisted telephone interviews (CATI), the human interviewer is just the "voice" of the computer.

Answer: TRUE LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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63) The shift from landlines to mobile phones has proven to be a major benefit for telephone surveys, leading to an increased response rate contrary to most other survey methods.

Answer: FALSE LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) While traditional telephone surveys use a human interviewer, the technology is available to conduct a completely automated telephone survey (CATS).

Answer: TRUE LO: 6.5: Analyze the strengths and weaknesses of using telephone surveys in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 65) Which method of data collection would be the most appropriate if a respondent needs to observe a short video or moving graphic?

A) In-person interview B) Focus group C) Online surveys D) Mall intercept Answer: C LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 66) ________ or hybrid surveys use multiple data collection modes.

A) Computer and self-administered surveys B) Multiple methodology surveys C) Combination methodologies D) Mixed-mode surveys Answer: D LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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67) A reason for the popularity of ________ surveys is the realization by marketing researchers that participants should be treated like customers, trying to match the data collection mode with participant preferences as far as possible to foster participant goodwill.

A) mixed-mode B) mobile C) mail D) intercept Answer: A LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 68) All of the following are characteristics of mixed-mode surveys EXCEPT ________.

A) higher response rates B) shorter questionnaire lengths C) better coverage of the population D) simplified data collection Answer: D LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 69) Some companies are experimenting with which of the following to match up with mobile consumers who use social media?

A) Multiple mobile media modes B) CAPI C) Intercept surveys D) Social media Answer: A LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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70) A researcher using the Internet to solicit participants who agree to a face-to-face interview is an example of a(n) ________ survey.

A) intercept B) hybrid C) mobile D) drop-off Answer: B LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 71) A disadvantage of the mixed-mode survey is that the researcher must consider the effects the modes may have on responses.

Answer: TRUE LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 72) Generally, mixed-mode surveys afford better coverage of the population, resulting in somewhat higher response rates, sometimes shorter questionnaire lengths, and may lessen total survey costs.

Answer: TRUE LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 73) Part of the increasing popularity of hybrid surveys is due to the increasing use of online survey research.

Answer: TRUE LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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74) Mixed-mode surveys are also known as intercept surveys.

Answer: FALSE LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 75) Multiple modes add complexities to data collection, such as differences in instructions and integration of data from different sources.

Answer: TRUE LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 76) Mixed-mode or hybrid surveys use multiple data collection methods. Explain the use of mixed-mode surveys and why they can be complex.

Answer: Answers should note that mixed-mode or hybrid surveys use multiple data collection methods. Comments should mention that the advantage of mixed-mode surveys is that researchers can take advantage of each of the various modes to achieve their data collection goals.

Disadvantages are that different modes may produce different responses to the same research question, and researchers must evaluate these differences. In addition, multimode methods result in greater complexities, as researchers must design different questionnaires and be certain that data from different sources all come together in a common database for analysis.

LO: 6.6: Describe the concept of mixed-mode surveys and their applications in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) Because of technological advances and a general reluctance worldwide to take part in surveys, ________ companies have become a viable and popular means of data collection.

A) focus group B) mass media entertainment research C) panel D) social media research Answer: C LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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78) ________ recruit large numbers of potential respondents who agree to take part in surveys for compensation.

A) Panel companies B) Telephone interviewers C) Mall intercept surveyors D) CAPI firms Answer: A LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) Which of the following is NOT an advantage of panel companies?

A) Fast turnaround B) High-quality database information C) Access to targeted respondents D) Less costly than other sources Answer: D LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 80) Not random samples, overused respondents, and high costs are disadvantages associated with ________ companies.

A) focus group B) social media C) panel D) media research Answer: C LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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81) ________ companies have proliferated and thrived in the current data collection environment worldwide.

A) Social media research B) Panel C) Micromarketing D) Media research Answer: B LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82) Panel companies typically charge by the number of ________ on the survey.

A) response choices B) categories C) topics D) questions Answer: D LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 83) A panel company can deliver ________, but not ________.

A) a large sample; a sample with special qualifications B) a representative sample; a random sample C) a random sample; a representative sample D) a sample with special qualifications; a large sample Answer: B LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 84) Because of the almost universal reluctance of the population to take part in surveys, intercept survey companies, a special kind of marketing research institution, have risen to the forefront of data collection.

Answer: FALSE LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 151 Copyright © 2026 Pearson Education, Inc.

85) In addition to efficient data collection, the leading panel companies usually offer additional survey services for customers, like questionnaire design capabilities, data analysis and dashboards.

Answer: TRUE LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 86) Despite numerous efforts to address the issue, it is impossible for panel companies not to overuse their members.

Answer: FALSE LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 87) Clients who desire high-quality data, access to special types of respondents, fast data collection, and other advantageous aspects of panel companies understand that these factors will result in considerably more expense than do-it-yourself research.

Answer: TRUE LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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88) Rising to the forefront of data collection is a special kind of marketing research institution known as a panel company. What is a panel company? Under what circumstances would a researcher consider/not consider the use of a panel company?

Answer: Students should be able to identify a panel company as one that recruits large numbers of potential respondents who agree to take part in surveys for compensation. Answers should also note that "large" is an understatement, because some panel companies claim to have hundreds of thousands of members worldwide, and a few claim 1 or 2 million. These respondents agree to reply to any survey quickly and provide complete and truthful answers. Normally, points motivate the panel members or a similar awards system that accumulates as they take part in surveys, which they can redeem for products and/or services. Answers should mention that panel companies can deliver fast turnaround, high-quality database information, access to targeted respondents, and integrated services. Even though they do not deliver random samples, their panels are sometimes overworked, and they are not cheap, panel companies dominate the data collection landscape.

LO: 6.7: Evaluate the advantages of using panel companies for data collection in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 89) A researcher might opt for which type of data collection method when the budget is low and speed is a priority?

A) Mail survey B) Drop-off survey C) Online survey D) In-office survey Answer: C LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) If a survey targets a population with a low incidence rate, which method would be most appropriate?

A) Door-to-door surveys B) Telephone surveys C) Online surveys D) Online panels Answer: D LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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91) A(n) ________ survey would not be appropriate if researchers want participants to handle a prototype product or taste formulations.

A) mixed-mode B) intercept C) telephone D) in-person Answer: C LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) According to Section 6: Data Protection and Privacy from the Insights Association Code of Standards, when is it permissible to share a research subject's personal data with a third party?

A) Never B) When the subject consents C) When the third party offers financial compensation D) At least 20 years after the research results were obtained Answer: B LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 93) In selecting a data collection mode, the research balances ________ against cost, time, and other considerations.

A) quality B) personal preference C) convenience D) previous experience Answer: A LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Easy Classification: Application AACSB: Application of knowledge

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94) Which of the following describes the percentage of the population that possesses some characteristic necessary to be included in the research?

A) Population percentage B) Situation rate C) Incidence rate D) Target population rate Answer: C LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 95) The primary consideration for a survey is acquiring high-quality data and a company is willing to pay what is necessary and take the time required to do so. Which would be the most appropriate data collection method?

A) Mail survey B) In-home survey C) Intercept survey D) Drop-off survey Answer: B LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Easy Classification: Application AACSB: Application of knowledge 96) A primary concern shared by many survey participants is ________.

A) the time required to participate in the survey B) the purpose for which the survey is being conducted C) the privacy of the information they reveal D) receiving compensation for their participation Answer: C LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) In most cases, there are qualifiers for being included in a study.

Answer: TRUE LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 155 Copyright © 2026 Pearson Education, Inc.

98) Research projects are typically targeted to "everyone."

Answer: FALSE LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 99) There are at least nine different data collection methods available to marketing researchers.

Answer: TRUE LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge 100) GreenBook provides a step-by-step method that can be used to determine the best survey method for any research situation.

Answer: FALSE LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Difficult Classification: Application AACSB: Application of knowledge 101) Researchers must consider several considerations when deciding on a survey data collection mode. Describe and discuss the considerations associated with decisions related to survey data collection modes.

Answer: Students should note that researchers must consider several considerations when deciding on a survey data collection mode: 1. speed of data collection, 2. cost of data collection, 3. the resulting data quality, and 4. other considerations such as incidence rate or special circumstances of the survey. Comments should mention that all should be considered, but one or more factors may be paramount because each data collection situation is unique. Ultimately, the researcher will select a data collection mode with which they feel comfortable and one that will result in the desired quality and quantity of information without exceeding time or budget constraints.

LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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102) Because every survey is unique, it is not possible to list all other considerations related to deciding on a survey data collection mode. However, there are two considerations that are almost always part of the survey method decision: 1. incidence rate, and 2. situational factors. Define and discuss both two considerations.

Answer: Students should demonstrate a clear understanding of the meaning of both considerations. Answers should state that data collection method choice is shaped by situational factors such as cultural norms and/or communication or other systems that are in place. Advanced answers may include examples such as those mentioned in the text (such as interaction with Spaniards or Scandinavians, etc.) or the student may furnish other appropriate ones. Answers should state that the incidence rate refers to the percentage of the population that possesses some characteristic necessary to be included in the survey. Advanced answers may mention that a data collection method that can screen respondents easily and inexpensively, such as with telephone or Internet modes, is desirable with a low-incidence-rate situation because a great many potential respondents must be contacted but a large percentage of these would not qualify to take the survey.

These considerations have become more of an issue as more and more marketing research companies operate around the globe.

LO: 6.8: Apply criteria such as cost, speed, and data quality to compare different data collection methods for a marketing research project Difficulty: Moderate Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 7 Understanding Measurement, Developing Questions, and Designing the Questionnaire 1) Marketing research relies heavily on ________, which is/are defined as determining a description or the amount of some characteristic of an object that is of interest to the researcher.

A) scale level B) attributes of properties C) subjective and objective property levels D) measurement Answer: D LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) Properties are the specific features or characteristics of an object ________.

A) used to associate it with another object B) used to distinguish it from another object C) used to align it with a research objective D) used to exclude it from a research study Answer: B LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Difficult 157 Copyright © 2026 Pearson Education, Inc.

Classification: Application AACSB: Application of knowledge 3) Subjective properties are ________.

A) observable B) objective C) intangible D) concrete Answer: C LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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4) Which is an example of an objective property?

A) Age B) Beauty C) Usefulness D) Value Answer: A LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 5) Scale development is the process of designing questions and response formats to measure the ________ properties of an object.

A) subjective B) animate C) inanimate D) objective Answer: A LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 6) Objective properties are unobservable and intangible.

Answer: FALSE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 7) Measurement is a necessary first step in finding relevant differences in the profiles of various customer types.

Answer: TRUE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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8) Measurement largely underlies marketing research because researchers are keenly interested in describing marketing phenomena.

Answer: TRUE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) A person's income is considered to be a subjective property.

Answer: FALSE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 10) Measurement is a simple process when measuring objective properties such as physically verifiable characteristics like age, number of bottles purchased, and stores last visited.

Answer: TRUE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 11) Measuring subjective properties is not a difficult process since the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents.

Answer: FALSE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Scale development is designing questions and response formats to measure the subjective properties of an object.

Answer: TRUE LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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13) Marketing research relies heavily on measurement. Define measurement. Discuss the difference between objective measurement and subject measurement and give an example of each type.

Answer: Answers should demonstrate a basic understanding of the principle of measurement, which students should describe as determining a description or the amount of some property of an object that is of interest to the researcher. Comments should note that measurement is a simple process if objective properties are measured, which are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on. They are observable and tangible. Typically, objective properties such as gender are preset as to appropriate response options, such as "male" or "female." Discussion will note that marketing researchers often desire to measure subjective properties, which cannot be directly observed because they are mental constructs such as a person's attitude or intentions. Subjective properties are unobservable and intangible. In this case, the marketing researcher must ask a respondent to translate their feelings or opinions onto a measurement continuum, which is not an easy task. To do this, the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents. Advanced answers will include a brief discussion of scale development, which is designing questions and response formats to measure the subjective properties of an object.

Students may use examples from the text (as above) or others drawn from personal experience.

LO: 7.1: Relate the basic concepts of measurement as they pertain to scales use in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 14) Which is an example of a nominal measure?

A) Extremely inexpensive B) Purchases infrequently C) Brand last purchased D) Very appealing Answer: C LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 15) ________ scales indicate only relative size differences among objects: greater than, less than, or equal to.

A) Nominal B) Interval C) Ratio D) Ordinal Answer: D LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 16) ________ scales are easy for respondents to understand because they are in miles, years, 161 Copyright © 2026 Pearson Education, Inc.

dollars, or some other familiar denomination.

A) Ratio B) Ordinal C) Nominal D) Interval Answer: A LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) When evaluating the reception staff for the last healthcare provider visit by selecting a single designation from a list of "extremely friendly," "very friendly," "somewhat friendly," "somewhat unfriendly," "very unfriendly," or "extremely unfriendly," which scale measure is the researcher using?

A) Ratio scales B) Ordinal scale C) Nominal scale D) Interval scale Answer: D LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 18) Nominal measures are defined as those that use only tangible labels that are typically mutually exclusive.

Answer: TRUE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 19) Nominal scales indicate only relative size differences among objects: greater than, less than, or equal to.

Answer: FALSE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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20) Ratio scale measures are ones in which a true zero origin exists—such as an actual number of purchases in a certain period, dollars spent, miles traveled, number of children in the household, or years of college education.

Answer: TRUE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) Scale measures are those in which adjacent positions are sporadically distanced from one another.

Answer: FALSE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) The ratio characteristic allows us to construct ratios when calculating results of the measurement.

Answer: FALSE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 23) Interval scale measures are rating scales for objective properties where, for adjacent levels, the distance is normally defined as one scale unit.

Answer: FALSE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 24) Because most subjective, or psychological, properties exist on a continuum ranging from one extreme to another in the mind of the respondent, it is common practice to use interval scale questions to measure them.

Answer: TRUE LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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25) Marketing researchers describe measures in several different ways. Describe the three measures used by SPSS: nominal, ordinal, and scale.

Answer: Students should provide comments to the effect that nominal measures are defined as those that use only labels; that is, they possess only the characteristic of description. Examples include designations as to race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. Answers involve yes-no, agree-disagree, or any other instance in which the descriptors cannot be differentiated except qualitatively. Answers will state that ordinal measures permit the researcher to rank order the respondents or their responses. As an example, answers may state that in ordinal measures, the respondent is asked to indicate their first, second, third, and fourth choices of brands and the results are ordinally scaled. Comments should demonstrate that the student recognizes that ordinal scales indicate only relative size differences among objects: greater than, less than, or equal to. The natural order of the objects (first, second, etc.) is known, but the exact differences between objects are unknown. The discussion will note that scale measures are those in which the distance between each level is known. Advanced answers will add that there are two types of scale measures, which are ratio and interval. Advanced answers may also add some additional comments regarding ratio and interval measures. Examples of the three types of measures may come from the text or from the student's personal experience.

LO: 7.2: Differentiate the different types of measures used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum.

A) ratio B) interval C) ordinal D) nominal Answer: B LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) The ________ scale measures intensity of agreement or disagreement.

A) psychometric B) comparative C) Likert D) multidimensional Answer: C LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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28) A ________ inventory measures a person's activities, interests, and opinions with a Likert scale.

A) demographic B) socio-cultural C) personality D) lifestyle Answer: D LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 29) Which of the following techniques is alternatively known as psychographics?

A) Lifestyle inventory B) Consumer index C) Consumer inventory D) Psychometric inventory Answer: A LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 30) A Likert scale ________.

A) cannot measure constructs B) is flexible in measuring concepts C) is not amenable to sophisticated statistical analysis D) is best when using intense, emotionally-charged statements Answer: B LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 31) The ________ scale contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum.

A) Likert B) Stapel C) semantic differential D) Slider Answer: C LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 165 Copyright © 2026 Pearson Education, Inc.

32) Randomly flipping favorable and unfavorable ends of the descriptors in a ________ scale minimizes the halo effect.

A) Likert B) lifestyle inventory C) semantic differential D) polar differential Answer: C LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 33) To use a ________ scale properly, respondents must feel comfortable with the use of negative numbers.

A) Likert B) nominal C) semantic differential D) Stapel Answer: D LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 34) ________ scales have user-friendly grab-and-move features that enable a respondent to indicate an amount with a drag of a finger or cursor.

A) Likert B) Slider C) Semantic differential D) Stapel Answer: B LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 35) It is a best practice to invent a novel scale format with every questionnaire.

Answer: FALSE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge

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36) The lifestyle inventory is a special application of the Stapel scale.

Answer: FALSE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 37) With the semantic differential scale, it is best to use "flat" or plain statements and let the respondent indicate the intensity of their feelings by using the agree-disagree response continuum position.

Answer: FALSE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 38) The Likert scale is flexible when it comes to measuring constructs or concepts.

Answer: TRUE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 39) The focus of the semantic differential is on the measurement of the meaning of an object, concept, person, or experience.

Answer: TRUE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 40) The construction of a Stapel scale begins with the determination of a concept or object to be rated, usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.

Answer: FALSE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 41) The sunshine effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.

Answer: FALSE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 167 Copyright © 2026 Pearson Education, Inc.

42) One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a "profile" of the brand or company image.

Answer: TRUE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 43) Graphic slider scales are probably the most-used scale types today.

Answer: TRUE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 44) Proponents of including a neutral position on an interval scale believe respondents must be allowed to indicate their ambivalence.

Answer: TRUE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 45) Most slider scales are nonsymmetric because the lowest point is usually 1 with no negative amounts.

Answer: TRUE LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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46) Marketing researchers use standard scales rather than inventing new ones for each research project. Discuss and differentiate among the Likert scale, semantic differential scale, and the Stapel scale. Why should the scale fit the construct?

Answer: Students should be able to differentiate among the Likert scale, semantic differential scale, and the Stapel scale in clear, concise terms. Comments should state that the Likert scale is one in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements. That is, the scale captures the intensity of their feelings toward the statement's claim or assertion because respondents are asked how much they agree or disagree with the statement. Comments will add that with the Likert scale, it is best to use "flat" or plain statements and let the respondent indicate the intensity of their feelings by using the agree-disagree response continuum position. Semantic differential scales should be described as a specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates. Comments should differentiate between the Likert scale by saying that the semantic differential scale is one borrowed from another area of research-semantics. The semantic differential scale contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum. The focus of the semantic differential is the measurement of the meaning of an object, concept, person, or experience. Students should discuss the Stapel scale as one that relies not on bipolar terms but positive and negative numbers, typically ranging from +5 to -5. The scale may or may not have a neutral zero. The Stapel scale is easier to construct than a semantic differential scale because the researcher does not need to come up with bipolar adjectives for each attribute. It is also flexible to administer, as respondents do not need to "see" the scale the way they do when responding to a semantic differential scale. However, to use a Stapel scale properly, respondents must feel comfortable with the use of negative numbers.

All answers should note that choosing the correct scale to fit a construct is difficult and that researchers rely on "tried and true" formats that they apply from study-to-study. Students should mention that adopting a preferred question format expedites the questionnaire design process.

(Selecting a standardized scaled-response form that has been used in several studies, there is no need to be creative and invent a new form.) Adopting a preferred question format saves both time and costs. They should also mention that testing a standardized scaled-response format across several studies offers the opportunity to assess its reliability as well as its validity.

LO: 7.3: Compare various interval scales that are commonly used in marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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47) If a measure is ________, a respondent responds in the same or very similar manner to an identical or near-identical question.

A) unreliable B) variable C) nominal D) reliable Answer: D LO: 7.4: Explain reliable and valid measurement scales Difficulty: Easy Classification: Application AACSB: Application of knowledge 48) ________ measures obtain truthful responses.

A) Valid B) Inaccurate C) Invalid D) Reliable Answer: A LO: 7.4: Explain reliable and valid measurement scales Difficulty: Easy Classification: Application AACSB: Application of knowledge 49) With a valid measure, a respondent responds in the same or very similar manner to an identical or near-identical question.

Answer: FALSE LO: 7.4: Explain reliable and valid measurement scales Difficulty: Easy Classification: Application AACSB: Application of knowledge 50) A response may be reliable but at the same time not valid.

Answer: TRUE LO: 7.4: Explain reliable and valid measurement scales Difficulty: Easy Classification: Application AACSB: Application of knowledge

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51) Define reliability and validity. How can something be reliable yet not be valid?

Answer: Student definitions of reliability may be framed like: Reliable measures obtain identical or very similar responses from the same respondent. Comments may add that with a reliable measure, a respondent responds in the same or very similar manner to an identical or near-identical question. Obviously, if a question elicits wildly different answers from the same person and the person is unchanged between administrations of the question, something is very wrong with the question. It is unreliable. Comments should define validity as referring to the accuracy of the measurement: It is an assessment of the exactness of the measurement relative to what exists. A valid measure is truthful.

Students may comment that answers may be reliable yet not valid and furnish an illustration to demonstrate. An example illustration might be: A respondent may be embarrassed by a question about their income. This person makes under $40,000 per year, but they do not want to share that with the interviewer. Consequently, they respond with the highest category, "Over $100,000." In a retest of the questions, the respondent persists in the lie by stipulating the highest income level again. Here, the respondent has been perfectly consistent (that is, reliable), but he has also been completely untruthful (that is, invalid). Of course, lying is not the only reason for invalidity. The respondent may have a faulty memory, may have a misconception, or may even be a bad guesser, which causes the responses not to conform to reality. In other words, the respondent has responded reliability, but their answer is not valid.

LO: 7.4: Explain reliable and valid measurement scales Difficulty: Easy Classification: Application AACSB: Application of knowledge 52) Of the following, which is NOT one of the functions a questionnaire fulfills?

A) Creates the basis for statistical significance.

B) Standardizes questions and response categories.

C) Speeds up the process of data analysis.

D) Translates research objectives.

Answer: A LO: 7.5: Describe how to design a questionnaire Difficulty: Moderate Classification: Application AACSB: Application of knowledge 53) A(n) ________ is the vehicle used to present the queries the researcher wants respondents to answer.

A) pretest B) questionnaire C) symmetric interval scale D) ordinal measure Answer: B LO: 7.5: Describe how to design a questionnaire Difficulty: Easy Classification: Application AACSB: Application of knowledge 171 Copyright © 2026 Pearson Education, Inc.

54) ________ occurs when a question's wording or format influences respondents' answers.

A) The halo effect B) Face validity C) Question bias D) Skip logic Answer: C LO: 7.5: Describe how to design a questionnaire Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) One function of a questionnaire is to foster cooperation and keep respondents motivated throughout the interview.

Answer: TRUE LO: 7.5: Describe how to design a questionnaire Difficulty: Easy Classification: Application AACSB: Application of knowledge 56) Beginning with the questionnaire design in mind, the researchers rely on "constructs," or standard marketing concepts, and develop a mental vision of how each construct will be measured.

Answer: FALSE LO: 7.5: Describe how to design a questionnaire Difficulty: Moderate Classification: Application AACSB: Application of knowledge 57) Experienced interviewers can compensate for questionnaire defects.

Answer: FALSE LO: 7.5: Describe how to design a questionnaire Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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58) A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer. Why is the questionnaire at the center of the research? Why does questionnaire design directly affect the quality of the data collected?

Answer: Students should demonstrate that they understand the questionnaire development process by saying that questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, words the various questions carefully, organizes the questionnaire's layout, and ultimately launches the survey. Answers may state that the questionnaire design process involves question development to ensure unbiased questions and question organization, or sequencing, on the questionnaire. Discussion may state that designers should follow a step-by-step development process that begins with determining what constructs and properties to measure, deciding the precise wording of questions by using dos-and-don'ts guidelines, organizing the questionnaire components with the appropriate question flow, and finalizing it into launch mode. The objective of question development is to create questions that minimize question bias and to ensure that questions are focused, simple, brief, and crystal clear.

LO: 7.5: Describe how to design a questionnaire Difficulty: Moderate Classification: Application AACSB: Application of knowledge 59) Question development strives to select formats and word questions to meet three criteria.

Which is NOT one of these criteria?

A) Unambiguous B) Understandable C) Unbiased D) Unreliable Answer: D LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge 60) Which of the following describes the process of scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease?

A) Question field testing B) Question evaluation C) Question bias D) Beta testing Answer: B LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge

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61) Which question best follows the guideline, "Focus on a single topic"?

A) What type of restaurant is your favorite?

B) Where do you like to eat?

C) What type of restaurant is your favorite for a quick lunch?

D) What type of food do you eat?

Answer: C LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge 62) To meet the guideline, "Be brief," one source recommends that a question should be no more than ________ words long.

A) 10 B) 15 C) 20 D) 50 Answer: C LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge 63) Marketing researchers take great care in developing research questions that measure attitudes, beliefs, behaviors, and demographics because they desire positive research outcomes.

Answer: FALSE LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge 64) Research has illustrated that most researchers feel that a single word can make a difference in how study participants respond to a question.

Answer: TRUE LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge 65) Some researchers refer to a leading question simply as a "biased question."

Answer: FALSE LO: 7.6: Explain the dos and don'ts of question development Difficulty: Easy Classification: Application AACSB: Application of knowledge

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66) Leading questions are typically obvious, and loaded questions are typically stealthy.

Answer: FALSE LO: 7.6: Explain the dos and don'ts of question development Difficulty: Moderate Classification: Application AACSB: Application of knowledge 67) Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect ________.

A) the quality of the information that is gathered B) the volume of invalid responses C) the turnaround time for completion D) the type of statistical analysis Answer: A LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) There are five functions that the questionnaire introduction accomplishes. ________ is NOT one of those functions.

A) Identification of who is doing the survey B) The respondent's compensation C) The purpose of the survey D) How the respondent was selected Answer: B LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 69) Use of a ________ depends on the survey's objectives, possible influence with knowledge of the client, or desire not to alert competitors.

A) leading question B) reliable measure C) disguised survey D) screening question Answer: C LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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70) ________ are offers to do something for the respondent to increase the probability that the respondent will participate in the survey.

A) Leading questions B) Nominal measures C) Transitions D) Incentives Answer: D LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 71) ________ questions are used to identify respondents who do not meet the qualifications necessary to take part in the research study.

A) Screening B) Warm-up C) Introductory D) Transition Answer: A LO: 7.7: Demonstrate questionnaire organization Difficulty: Easy Classification: Application AACSB: Application of knowledge 72) A statement such as: "Now, I would like to ask you a few questions about your TV viewing habits" is a ________.

A) warm-up statement B) introductory statement C) transition statement D) classification statement Answer: C LO: 7.7: Demonstrate questionnaire organization Difficulty: Easy Classification: Application AACSB: Application of knowledge 73) A ________ is a set of questions that pertain to a particular topic, say, for instance, demographic questions.

A) double-barreled question B) slider scale C) question flow D) question block Answer: D LO: 7.7: Demonstrate questionnaire organization Difficulty: Difficult Classification: Application AACSB: Application of knowledge 176 Copyright © 2026 Pearson Education, Inc.

74) It is unethical to use a disguised survey.

Answer: FALSE LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 75) The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.

Answer: TRUE LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 76) Whether a researcher screens respondents depends on the research objectives.

Answer: TRUE LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 77) Confidentiality means that the respondent's name is known by the researcher but is not divulged to a third party, namely the client.

Answer: TRUE LO: 7.7: Demonstrate questionnaire organization Difficulty: Difficult Classification: Application AACSB: Application of knowledge 78) The first few questions are normally screening questions, which will determine whether the potential respondent qualifies to participate in the survey based on certain selection criteria the researcher has deemed essential.

Answer: TRUE LO: 7.7: Demonstrate questionnaire organization Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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79) Questionnaire organization is the sequence or "flow" of statements and questions that make up a questionnaire. Why is questionnaire organization a critical concern? Discuss the issue of question flow as an important part of the process.

Answer: Students should state that questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect the quality of the information that is gathered. Answers should state that well-organized questionnaires motivate respondents to be conscientious and complete while poorly organized surveys discourage and frustrate respondents and may even cause them to stop answering questions in the middle of the survey. Two critical aspects of questionnaire organization include the introduction and the actual flow of questions in the questionnaire body. The discussion should incorporate some or all the following comments: The introduction should identify the sponsor of the survey, relate its purpose, explain how the respondent was selected, solicit the individual's cooperation to take part, and, if appropriate, qualify them to take part in the survey.

The order and flow of questions on the questionnaire relate to the roles of screens, warm-ups, transitions, "difficult" questions, and classification questions. Advanced answers may elaborate on structure, order, and flow of the questionnaire.

LO: 7.7: Demonstrate questionnaire organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 80) Which of the following is NOT an advantage of computer-assisted questionnaire design software?

A) Is easier, faster, and friendlier than using a word processor B) Provides significant functionality C) Facilitates data analysis D) Ensures unbiased questions Answer: D LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Easy Classification: Application AACSB: Application of knowledge 81) Qualtrics, SurveyMonkey, SoGoSurvey, SmartSurvey, and SurveyGizmo are examples of ________.

A) survey implementation software B) computer-assisted questionnaire design software C) data collection software D) data analysis software Answer: B LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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82) Which of the following describes a feature of computer-assisted questionnaire design software that provides "standard" questions on constructs that researchers often measure?

A) Test bank B) Quiz bank C) Question library D) Survey bank Answer: C LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge 83) ________ logic lets the questionnaire designer direct the online survey to bypass questions based on answers given to previous questions.

A) Non-response B) Display C) Answer display D) Skip Answer: D LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Easy Classification: Application AACSB: Application of knowledge 84) Display logic asks questions that are appropriate based on the respondent's ________.

A) prior answers B) demographics C) screening criteria D) lifestyle Answer: A LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge 85) When a respondent accesses an online questionnaire, registers responses to the questions, and typically clicks on a "Submit" button at the end of the questionnaire, this triggers the software to do which of the following?

A) Analyze data in real-time B) Capture data in real-time C) Create a report in real-time D) Block submissions in real-time Answer: B LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Difficult Classification: Application AACSB: Application of knowledge 179 Copyright © 2026 Pearson Education, Inc.

86) Computer-assisted questionnaire design refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire.

Answer: TRUE LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge 87) The submit signal within a computer-assisted questionnaire software program prompts the program to write the respondent's answers into a data file.

Answer: TRUE LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Difficult Classification: Application AACSB: Application of knowledge 88) Questionnaire design companies are cognizant of the public's reluctance to take part in surveys, so they partner with panel companies and integrate panel sample access into their questionnaire design websites.

Answer: TRUE LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge 89) Usually the data files from a computer-assisted questionnaire software program can be downloaded at the researcher's discretion and different formats, including SPSS-readable files.

Answer: TRUE LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Difficult Classification: Application AACSB: Application of knowledge 90) Many of the software programs for questionnaire design have provisions for data analysis, data visualization presentation, and various report formats for results.

Answer: TRUE LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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91) What are the benefits to using computer-assisted questionnaire design?

Answer: Answers should demonstrate a basic understanding of computer-assisted questionnaire design by noting that computer-assisted questionnaire design refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire. Students should note that computer-assisted questionnaire design is easy, fast, friendly, and flexible. Comments should add that most are web-based systems, so there is practically no installation, and users need only to have Internet access to use them.

Answers may note that computer-assisted questionnaire design programs have question types, question libraries, real-time data capture, and downloadable datasets. The discussion should also note that computer-assisted questionnaire design incorporates question creation, skip and display logic, data collection and creation of data files, may incorporate "ready-made respondents," and data analysis, graphs, and downloading of data capabilities. Advanced answers may list examples of computer-assisted questionnaire design software such as Qualtrics, SurveyMonkey, SnapSurveys, SmartSurvey, KeySurvey, and others.

LO: 7.8: Illustrate how computer-assisted questionnaire design works Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) Which of the following correctly defines the term "coding"?

A) Placing numbers on the questionnaire to facilitate data entry after the survey has been conducted B) Predetermining the responses, which makes report writing easier because the report may be started early C) Conducting a dry run of the survey to see which questions "work" D) Analyzing processes for scaled-response questions only Answer: A LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 93) For a hard-copy questionnaire, codes are normally ________.

A) placed in parentheses beside the answers B) set up internally and not displayed C) set in bold underneath the questions D) embedded within the question text Answer: A LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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94) For ________ where numbers are used as the response categories, the numbers are already on the questionnaire, so there is no need to use codes for these questions.

A) hard copy questionnaires B) online questionnaires C) interval scale questions D) Likert scale questions Answer: C LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Easy Classification: Application AACSB: Application of knowledge 95) Which of the following involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched?

A) Field test B) Market test C) Response test D) Pre-test Answer: D LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96) Normally, from ________ respondents are involved in a pretest.

A) 3 to 5 B) 5 to 10 C) 10 to 20 D) 25 to 50 Answer: A LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) Before launching the survey, two final steps must be executed: coding and pretesting.

Answer: TRUE LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Easy Classification: Application AACSB: Application of knowledge

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98) Researchers can almost always replicate the respondent's perspective, so pretests are not usually recommended.

Answer: FALSE LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) Regardless of whether or not a questionnaire is designed for online administration, there are two steps needed: coding and pretesting. Discuss the function of and details for pretesting a questionnaire.

Answer: Students should demonstrate they recognize that a pretest is a dry run of a questionnaire to find and repair difficulties that respondents encounter while taking the survey. Answers should note that pretest participants should be representative of the target population under study.

Comments will note that before the questions are administered, participants are informed of the pretest, and their cooperation is requested in spotting words, phrases, instructions, question flow, or other aspects of the questionnaire that appear confusing, difficult to understand, or otherwise problematic. Normally, from 5 to 10 respondents are involved in a pretest, and the researcher looks for common problem themes across this group. Answers will explain that ideally, when making revisions, researchers ask the following questions from a respondent's point of view: Is the meaning of the question clear? Are the instructions understandable? Are the terms precise? Are there any loaded or charged words? Because researchers can never completely replicate the respondent's perspective, a pretest is extremely valuable.

LO: 7.9: Distinguish coding from pretesting in questionnaire finalization Difficulty: Easy Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 8 Sample Size and Sample Selection 1) A population is defined as ________.

A) an accounting of the complete population B) the entire group under study, as specified by the objectives of the research project C) a subset of the population that suitably represents that entire group D) a random selection of people within a geographic area Answer: B LO: 8.1: Explain why a sample is taken Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) An accounting of the complete population is a ________.

A) population accounting B) complete sample C) census D) comprehensive accounting Answer: C 183 Copyright © 2026 Pearson Education, Inc.

LO: 8.1: Explain why a sample is taken Difficulty: Easy Classification: Application AACSB: Application of knowledge 3) A sample is ________ a census.

A) never as desirable as B) rarely as desirable as C) almost always as desirable as D) equally as desirable as Answer: D LO: 8.1: Explain why a sample is taken Difficulty: Easy Classification: Application AACSB: Application of knowledge 4) A sample is ________.

A) an accounting of the complete population B) the entire group under study, as specified by the objectives of the research project C) a subset of the population that suitably represents that entire group D) a random selection of people within a geographic area Answer: C LO: 8.1: Explain why a sample is taken Difficulty: Easy Classification: Application AACSB: Application of knowledge 5) Sample ________ refers to how close a random sample's statistic is to the value it represents.

A) accuracy B) validity C) reliability D) size Answer: A LO: 8.1: Explain why a sample is taken Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) A population could be anyone who owns a Taylor Swift album.

Answer: TRUE LO: 8.1: Explain why a sample is taken Difficulty: Easy Classification: Application AACSB: Application of knowledge 7) It is neither impractical nor impossible to conduct a true census.

Answer: FALSE 184 Copyright © 2026 Pearson Education, Inc.

LO: 8.1: Explain why a sample is taken Difficulty: Easy Classification: Application AACSB: Application of knowledge 8) A sample could be anyone who watched Netflix in the past month.

Answer: FALSE LO: 8.1: Explain why a sample is taken Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) A sample is more accurate and representative than a census.

Answer: FALSE LO: 8.1: Explain why a sample is taken Difficulty: Moderate Classification: Application AACSB: Application of knowledge 10) A sample is a more accurate representation of a population than a census.

Answer: FALSE LO: 8.1: Explain why a sample is taken Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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11) Price is one of the factors that makes a sample more desirable than a census.

Answer: TRUE LO: 8.1: Explain why a sample is taken Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Discuss the reasons that taking a sample is almost always desirable over taking a census.

Answer: Students should mention the advantages of taking a sample versus taking a census, which include cost, time, and ability to analyze reasonable datasets among other reasons.

Commentary should demonstrate a basic understanding of the term "sample" and the term "census."

LO: 8.1: Explain why a sample is taken Difficulty: Moderate Classification: Application AACSB: Application of knowledge 13) Researchers compute sample size using the confidence interval approach, which applies the concepts of all the following EXCEPT ________.

A) margin of sample error B) variability C) confidence interval to create a "correct" sample size D) validity and value Answer: D LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Difficult Classification: Application AACSB: Application of knowledge 14) The ________ approach is sometimes referred to as Cochran's Sample Size formula.

A) percentage of population B) all that can be afforded C) all that time will permit D) confidence interval Answer: D LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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15) ________ is the degree to which population members are similar or dissimilar on a given characteristic.

A) Variability B) Sampling error C) Invariability factor D) Dissimilarity gap Answer: A LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Difficult Classification: Application AACSB: Application of knowledge 16) In the marketing research industry, acceptable sample error is typically in the range of ±________%.

A) 1-2 B) 3-4 C) 5-10 D) 10-20 Answer: B LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) ________ is NOT used to compute a sample size.

A) Skip interval B) Variability C) Acceptable sample error D) Confidence level Answer: A LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Difficult Classification: Application AACSB: Application of knowledge 18) If the researcher is concerned with the ________ questions in the survey, such as yes or no questions, the confidence interval method for computing sample size is applicable.

A) ordinally scaled B) nominally scaled C) random D) specific sample size Answer: B LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Easy Classification: Application AACSB: Application of knowledge 187 Copyright © 2026 Pearson Education, Inc.

19) Acceptable margin of sample error is represented by the term e, which is the allowable amount of ________ error to be associated with the ________.

A) survey; sample B) research; survey C) sample; survey D) survey; research Answer: C LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Easy Classification: Application AACSB: Application of knowledge 20) Which of the following is TRUE about variability?

A) p is always less than q.

B) q is always less than p.

C) p + q = 1.96 D) q = 100% - p Answer: D LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Difficult Classification: Application AACSB: Application of knowledge 21) More variability in the population requires a smaller sample size.

Answer: FALSE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) In the standard sample size formula, z represents the sample size.

Answer: FALSE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Easy Classification: Application AACSB: Application of knowledge 23) Sample error is how close the sample's findings are to the population's true values, expressed as a ± percent.

Answer: TRUE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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24) The margin of sample error increases as sample size increases.

Answer: FALSE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge 25) A ±4% error means that if a sample finds that 26% of its respondents use Glossier cosmetics, then 26% ±4% of the population use them, or between 22% and 30%.

Answer: TRUE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) With a sample size of 1,000 or more, there is little significant gain in accuracy even when the sample is increased substantially.

Answer: TRUE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) In marketing, a 99% level of confidence is by far the most used one.

Answer: FALSE LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge 28) Define the terms variability, confidence interval, and acceptable margin of sample error.

Answer: Student definitions of the three terms may have some variation: Variability refers to how similar or dissimilar responses are to a given question. The confidence interval gives the range of findings if the survey were replicated many times with the identical sample size.

Acceptable margin of sample error is the term e, which is the amount of sample error the researcher will permit to be associated with the survey.

LO: 8.2: Calculate sample size by using the standard sample size formula Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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29) The researcher can ________ by estimating p to be other than 50%.

A) reduce the sample size and save money B) reduce the sample size and time to completion C) increase efficiencies and lower costs D) increase accuracy and time to completion Answer: A LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Difficult Classification: Application AACSB: Application of knowledge 30) Which of the following is NOT a way that researchers estimate variability?

A) Assuming minimum variability B) Assuming maximum variability C) Seeking previous studies on the population D) Conducting a small pilot study Answer: A LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Difficult Classification: Application AACSB: Application of knowledge 31) With percentages, the greatest or worst-case variability is ________.

A) 10% / 90% B) 45% / 55% C) 75% / 25% D) 50% / 50% Answer: D LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge 32) A standard confidence level of 95% translates to a z of ________.

A) 0.95 B) 1.96 C) 2.58 D) 9.5 Answer: B LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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33) When applying the standard sample size formula using percentages, there are two alternatives: (1) expect the worst case or (2) guesstimate the actual variability.

Answer: TRUE LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge 34) With percentages, the greatest or worst-case variability is 70%/30%.

Answer: FALSE LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) Decision makers often must help market researchers understand the sample size implications of their requests for high precision, expressed as acceptable sample error.

Answer: FALSE LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge 36) The researcher usually has complete freedom with respect to data collection costs, and it is uncommon for the researcher to work with the client to balance sample error and this cost.

Answer: FALSE LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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37) Describe how to balance sample size error with the cost of data collection.

Answer: A sample's size can be tiny relative to the population size and still be quite accurate.

However, there is always a concern about the cost of a sample because researchers operate with budget constraints. While it is true that some data collection modes such as an online survey posted on a busy website are relatively inexpensive, others such as purchasing access to unique panel respondents or conducting personal interviews are not. Regardless, there is always a point at which the cost of the survey must be considered, especially when the data collection costs are high. The researcher rarely has complete freedom with respect to data collection costs, and it is common for the researcher to work with the client to balance sample error and this cost. For instance, the researcher may create a table with alternative accuracy levels and their associated sample sizes based on the standard sample size formula. The table could also include the data collection cost estimates so the client can make an informed decision on the acceptable sample size. Although not every researcher creates a table such as this, the acceptable sample errors and the costs of various sample sizes are most certainly discussed when coming to an agreement on the survey's sample size. In most cases, the final agreed-upon sample size is a trade-off between acceptable error and research cost.

LO: 8.3: Describe practical considerations when determining what sample size to use Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) A "percent rule of thumb" is ________.

A) hard to apply B) efficient C) economical D) simple Answer: D LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Easy Classification: Application AACSB: Application of knowledge 39) A company discovers the sample size of a competitor's survey and decides to use the same sample size sample in its upcoming survey. Which approach is the company following?

A) Percent rule of thumb sample size B) Conventional sample size C) Statistical analysis requirements sample size D) All-you-can-afford sample size Answer: B LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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40) Which of the following approaches ignores the circumstances surrounding the study at hand and may well prove to be much more costly than would be the case if the sample size were determined correctly?

A) All-you-can-afford B) Statistical analysis requirements C) Percent rule of thumb D) Conventional sample size Answer: D LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 41) A researcher who wishes to perform a particular type of data analysis that has sample size requirements may use a(n) ________ approach.

A) statistical analysis B) all-you-can-afford C) variability D) conventional Answer: A LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 42) The ________ approach is the method that uses cost as an overriding basis for sample size.

A) budget override B) sample cost C) all-you-can-afford D) minimum cost expenditure Answer: C LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 43) "Percent rule of thumb" methods lose sight of some of the accuracy aspects of sampling and are not cost-effective when the population under study is large.

Answer: TRUE LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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44) Using cost as the sole determinant of sample size is wise because it emphasizes sample accuracy.

Answer: FALSE LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 45) The conventional sample size approach ignores the circumstances surrounding the study at hand and may well prove to be much more costly than would be the case if the sample size were determined correctly.

Answer: TRUE LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 46) Sample sizes based on statistical analysis criteria can be quite large.

Answer: TRUE LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 47) In practice, several different methods are used to determine sample size including those described as "other methods of size determination." Most of the other methods have limitations that make them undesirable. Define and describe "rule of thumb" and "conventional sample size."

List one major drawback of each.

Answer: Answers should clearly define, compare, and contrast each of the other methods of size determination. Commentary should include that the arbitrary or "rule of thumb" sample size method relies upon erroneous assumptions not related to population size and are generally not cost effective. Use of conventional sample size methodology also contains faulty logic since adopting past sample sizes or taking those used by other companies can be criticized as well, for both approaches assume that whoever determined sample size in the previous studies did so correctly.

LO: 8.4: Differentiate alternative methods used to determine sample size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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48) What is a master source of sample units in the population?

A) Master sample unit B) Master population C) Sample frame D) Master frame Answer: C LO: 8.5: Relate sampling error and its two main sources Difficulty: Easy Classification: Application AACSB: Application of knowledge 49) The survey will reflect ________ whenever a sample is taken.

A) a population subset B) the sample unit C) the subpopulation D) sampling error Answer: D LO: 8.5: Relate sampling error and its two main sources Difficulty: Easy Classification: Application AACSB: Application of knowledge 50) Sample size error has unrealistic assumptions. Which is NOT one of these assumptions?

A) The population is perfectly known.

B) The sample is a perfect representation of the population.

C) Anyone selected into the sample agrees to take part in the survey.

D) Respondents do not answer all survey questions.

Answer: D LO: 8.5: Relate sampling error and its two main sources Difficulty: Moderate Classification: Application AACSB: Application of knowledge 51) A sample frame invariably contains sample frame error, which is the degree to which the sample frame fails to account for all the population.

Answer: TRUE LO: 8.5: Relate sampling error and its two main sources Difficulty: Moderate Classification: Application AACSB: Application of knowledge 52) A sample frame used for a population must always be complete and accurate.

Answer: FALSE LO: 8.5: Relate sampling error and its two main sources Difficulty: Easy Classification: Application AACSB: Application of knowledge 195 Copyright © 2026 Pearson Education, Inc.

53) All sample methods have the same degree of sample method error.

Answer: FALSE LO: 8.5: Relate sampling error and its two main sources Difficulty: Easy Classification: Application AACSB: Application of knowledge 54) Sampling error is caused by two factors, which include the method of sample selection and sample size.

Answer: TRUE LO: 8.5: Relate sampling error and its two main sources Difficulty: Difficult Classification: Application AACSB: Application of knowledge 55) Sample frame, sample frame error, and sample error are basic concepts in sampling. Briefly define and describe each of these concepts.

Answer: Students should demonstrate a basic understanding of each of the fundamental concepts of sample frame, sample frame error, and sample errors. Answers will vary but should generally state that a sample frame is a master source of sample units in the population. Discussion should mention that a sample frame invariably contains sample frame error, which is the degree to which the sample frame fails to account for all of the population. Comments should include that sampling error is any error in a survey that occurs because a sample is used.

LO: 8.5: Relate sampling error and its two main sources Difficulty: Easy Classification: Application AACSB: Application of knowledge 56) Probability samples are samples where members of the population ________ selected into the sample.

A) have an unknown chance of being B) have a known chance of being C) have no chance of being D) are guaranteed to be Answer: B LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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57) The essence of a "known" probability rests in the ________ rather than in knowing the exact size of the population.

A) sample size B) population estimate C) sampling method D) survey method Answer: C LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 58) With nonprobability methods, there is no way to determine the probability even if the population size is known because the selection technique is ________.

A) objective B) uncertain C) non-scientific D) subjective Answer: D LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 59) Of the following, which is NOT true of nonprobability sampling?

A) The chances of any one population member being selected into the sample can be determined.

B) There is the potential for human error.

C) It is sometimes called "haphazard sampling."

D) It can be prone to subconscious biases.

Answer: A LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 60) The essence of a "known" probability rests in knowing the exact size of the population, rather than the sampling method.

Answer: FALSE LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Easy Classification: Application AACSB: Application of knowledge

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61) Nonprobability samples are samples where the chances of selecting members from the population into the sample are unknown.

Answer: TRUE LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Easy Classification: Application AACSB: Application of knowledge 62) Probability sampling is sometimes called "haphazard sampling" because it is prone to human error and even subconscious biases.

Answer: FALSE LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) Define probability and nonprobability sampling. What are the advantages and disadvantages of each?

Answer: Students should clearly distinguish between probability and nonprobability sampling.

Discussion should mention that probability samples are samples in which members of the population have a known chance (probability) of being selected into the sample. Nonprobability samples, on the other hand, are samples where the chances (probability) of selecting members from the population into the sample are unknown. Answers should include a discussion of the pros and cons of using one type of method over another.

LO: 8.6: Differentiate probability and nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) Probability of selection = Sample size/population size is the formula for ________ sampling.

A) stratified B) systematic C) cluster D) simple random Answer: D LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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65) What is the main disadvantage of using random numbers to draw a simple random sample?

A) It requires an incomplete accounting of the population.

B) It requires a complete accounting of the population.

C) It requires a specific but incomplete accounting of the population.

D) It requires a specific targeted population.

Answer: B LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 66) Which of the following describes the type of sampling method in which the population is divided into subgroups, each of which could represent the entire population?

A) Simple random sampling B) Systematic sampling C) Stratified sampling D) Cluster sampling Answer: D LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 67) Which type of probability sampling uses a skip interval to randomly select sample units from a list that represents the population?

A) Stratified sampling B) Systematic sampling C) Cluster sampling D) Simple random sampling Answer: B LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) Which of the following is desirable when the researcher is working with a "skewed" population?

A) Simple random sampling B) Stratified sampling C) Systematic sampling D) Cluster sampling Answer: B LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 199 Copyright © 2026 Pearson Education, Inc.

69) With cluster sampling in whatever form, sample frame error must be minimized, the clusters must be as ________ as possible, and random selection must be ________.

A) equivalent; assured B) equivalent; avoided C) different; assured D) different; avoided Answer: A LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 70) A stratified sample may require the calculation of which of the following to achieve accuracy?

A) A weighted mean B) A mean C) An unweighted mean D) A weighted calculation Answer: A LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 71) With simple random sampling, the probability of being selected into the sample is identical for all members of the population.

Answer: TRUE LO: 8.7: Compare the four different types of probability sampling Difficulty: Easy Classification: Application AACSB: Application of knowledge 72) Systematic sampling remains popular despite the widespread availability of computer-assisted random sampling.

Answer: FALSE LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 73) Systematic sampling is random because it relies on a random starting point on the list.

Answer: TRUE LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 74) Stratified sampling is better suited than other probability sampling methods for populations 200 Copyright © 2026 Pearson Education, Inc.

that are distributed in a bell-shaped pattern.

Answer: FALSE LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 75) Cell phone ownership has improved the results obtained with random digit dialing.

Answer: FALSE LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 76) Systematic sampling is used when the population is believed to have a skewed distribution for one or more of its distinguishing factors.

Answer: FALSE LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) One can safely assume that using simple random sampling automatically guarantees a true random sample.

Answer: FALSE LO: 8.7: Compare the four different types of probability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 78) What is a skewed population? How does stratified sampling work with skewed populations?

Answer: A skewed population has a long tail on one side and a short tail on the opposite end. As such, it deviates greatly from the bell-shaped distribution that is assumed to be the case in the use of simple random, systematic, or cluster sampling. Discussion should include stratified sampling as a way of working with skewed populations. With stratified sampling, the population is separated into different strata, and a sample is taken from each stratum. Stratified sampling is used when the researcher is working with a "skewed" population divided into strata and wishes to achieve high statistical efficiency.

LO: 8.7: Compare the four different types of probability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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79) ________ sampling is the sampling method that is not based on chance or randomness but based on an inherently biased selection process.

A) Probability B) Stratified C) Nonprobability D) Cluster Answer: C LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 80) Which type of nonprobability sampling would be used in a busy pedestrian area or a shopping mall as the sample frame from which to intercept potential respondents?

A) Purposive sampling B) Chain referral sampling C) Quota sampling D) Convenience sampling Answer: D LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 81) When a researcher uses ________ sampling, sample frame error occurs in the form of members of the population who are infrequent users or nonusers of that location.

A) convenience B) purposive C) chain referral D) quota Answer: A LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82) What type of nonprobability sample would be used when a researcher uses their judgment or that of some other knowledgeable person to identify who will be in the sample?

A) Convenience sampling B) Purposive sampling C) Chain referral sampling D) Quota sampling Answer: B LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 202 Copyright © 2026 Pearson Education, Inc.

83) ________ sampling is used as a means of ensuring that convenience samples will have the desired proportion of different respondent classes.

A) Convenience B) Quota C) Purposive D) Chain referral Answer: B LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 84) ________ use(s) purposive sampling rather than probability sampling.

A) Secondary research B) Surveys C) Focus groups D) Exploratory research Answer: C LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 85) A fine jeweler may require that the final sample is 75% female and 25% male because they understand that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use which type of sampling method?

A) Quota sampling B) Referral sampling C) Convenience sampling D) Purposive sampling Answer: A LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 86) Which type of sampling is a research company using when it performs a study requiring recommendations from other respondents who might be like themselves?

A) Quota sampling B) Purposive sampling C) Referral sampling D) Convenience sampling Answer: C LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 203 Copyright © 2026 Pearson Education, Inc.

87) With a probability sample, the researcher has some savings in cost and/or time but at the expense of using a sample that is not truly representative of the population.

Answer: FALSE LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 88) Purposive samples, sometimes called judgment samples or exemplar samples, are highly subjective and, therefore, prone to much error.

Answer: TRUE LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 89) Chain referral samples are not appropriate when there is a limited or very short sample frame.

Answer: FALSE LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) When a probability sample is challenging or infeasible, a quota sample may suffice.

Answer: TRUE LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 91) Sample frame error in convenience sampling occurs in the form of members of the population who are infrequent users or nonusers of that location.

Answer: TRUE LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) In chain referral sampling, members of the population who are less well-known or disliked or whose opinions conflict with the selected respondents have a low probability of being selected.

Answer: TRUE LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 93) Name and describe the four basic nonprobability sampling methods that contain bias because 204 Copyright © 2026 Pearson Education, Inc.

all members of the population do not have a fair chance of being selected into the sample.

Answer: Students should name and describe the four nonprobability methods listed in the text in Table 9.2: Convenience sampling, purposive sampling, chain referral, and quota sampling.

Discussion includes a moderate to well-developed understanding of each of the four sampling methods: Convenience sampling uses high-traffic locations, such as shopping malls, to make it easy for an interviewer to intercept respondents. Purposive sampling rests on someone's subjective judgment as to who should be in the sample. Chain referral sampling relies on respondents to give up names of friends to be asked to take part in the survey, and quota sampling is convenience sampling with quotas or limits on the numbers of respondents with specific characteristics.

LO: 8.8: Compare the four different types of nonprobability sampling Difficulty: Difficult Classification: Application AACSB: Application of knowledge 94) Which of the following is NOT one of the three types of online sampling methods?

A) Blue ocean samples B) Online panels C) River samples D) List samples Answer: A LO: 8.9: Illustrate various online sampling techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge 95) Which type of online sampling method is adept at delivering targeted samples?

A) Blue ocean samples B) Online panels C) River samples D) List samples Answer: B LO: 8.9: Illustrate various online sampling techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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96) ________ samples is the sampling method using banners, pop-ups, or other online devices that invite website visitors to take part in the survey.

A) Blue ocean B) Online C) River D) List Answer: C LO: 8.9: Illustrate various online sampling techniques Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) Which type of samples are those purchased or otherwise procured from someone or some company that has compiled email addresses of opt-in members of the population of interest?

A) Blue ocean samples B) Online panels C) River samples D) List samples Answer: D LO: 8.9: Illustrate various online sampling techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 98) Online sample panels are comprised of individuals who have consented to participate in online surveys.

Answer: TRUE LO: 8.9: Illustrate various online sampling techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) There is great confidence in the representativeness of samples provided by panel companies because their sample frames are perfect.

Answer: FALSE LO: 8.9: Illustrate various online sampling techniques Difficulty: Difficult Classification: Application AACSB: Application of knowledge 100) In river samples, the "river" is the steady stream of invitations to potential respondents who qualify for online panels.

Answer: FALSE LO: 8.9: Illustrate various online sampling techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 206 Copyright © 2026 Pearson Education, Inc.

101) Sampling for Internet surveys pose special opportunities and challenges, but most of these issues can be addressed in the context of probability and nonprobability sampling concepts.

Describe the three main types of sampling used in Internet surveying.

Answer: Students should name and briefly describe each of the three Internet survey-sampling methods: 1. online panels, 2. river samples, and 3. list samples. Answers should demonstrate a basic understanding of each method.

LO: 8.9: Illustrate various online sampling techniques Difficulty: Easy Classification: Application AACSB: Application of knowledge 102) A definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample describes a ________.

A) sample plan B) sample method C) sample technique D) sample objective Answer: A LO: 8.10: Outline the steps in a sample plan Difficulty: Easy Classification: Application AACSB: Application of knowledge 103) Of the following, which is NOT a step in creating a sample plan?

A) Define the population.

B) Establish the research objective.

C) Decide on the sample method.

D) Draw the sample.

Answer: B LO: 8.10: Outline the steps in a sample plan Difficulty: Easy Classification: Application AACSB: Application of knowledge 104) ________ involves inspecting some relevant characteristics of the sample (such as distribution of males and females, age ranges, etc.) to judge how well it matches the known distribution of these characteristics in the population.

A) Obtaining the sample frame B) Defining the sample population C) Validating the sample D) Drawing the sample Answer: C LO: 8.10: Outline the steps in a sample plan Difficulty: Moderate Classification: Application AACSB: Application of knowledge 207 Copyright © 2026 Pearson Education, Inc.

105) Deciding on the sample method is the first step in creating a sample plan.

Answer: FALSE LO: 8.10: Outline the steps in a sample plan Difficulty: Easy Classification: Application AACSB: Application of knowledge 106) What are the steps involved in developing a sample plan? Thoroughly define and describe what is contained in each step.

Answer: There are six steps and actions to defining a sample plan: 1. define the relevant population, 2. obtain a sample frame, 3. decide on the sample method, 4. decide on the sample size, 5. draw the sample, and 6. validate the sample. Students should articulate in some amount of detail what is contained in each step. Answers will vary but should incorporate content adapted from Table 8.4 in the text.

LO: 8.10: Outline the steps in a sample plan Difficulty: Easy Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 9 Data Quality Issues and Datasets 1) ________ errors can be classified into two types: intentional errors and unintentional errors.

A) Respondent B) Nonresponse C) Speeding D) Misunderstanding Answer: A LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) Respondent errors ________.

A) are committed by researchers B) only occur with some methods of data collection C) are more likely in some methods of data collection than others D) are always intentional Answer: C LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) Which is a type of intentional respondent error?

A) Distractions B) Guessing C) Nonresponse 208 Copyright © 2026 Pearson Education, Inc.

D) Attention loss Answer: C LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 4) ________ is probably the most common intentional respondent error that researchers encounter.

A) Falsehood B) Speeding C) Nonresponse D) Misunderstanding Answer: C LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) Lack of concentration or "zoning out" is the unintentional error known as ________.

A) misunderstanding B) guessing C) distractions D) attention loss Answer: D LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 6) Which of the following is an unintentional respondent error?

A) Guessing B) Speeding C) Falsehoods D) Nonresponse Answer: A LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 7) By one estimate, the refusal rate of U.S. consumers to participate in survey research is almost ________.

A) 25% B) 45% C) 75% D) 90% Answer: C LO: 9.1: Identify possible respondent errors that occur during data collection 209 Copyright © 2026 Pearson Education, Inc.

Difficulty: Moderate Classification: Application AACSB: Application of knowledge 8) It is commonly believed that ________ represents a major threat to the market research industry.

A) attention loss B) speeding C) falsehoods D) nonresponse Answer: D LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge

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9) Which is NOT cited as a reason for the dramatic decline in research survey cooperation rates?

A) Distaste for survey participation B) Busy schedules C) Desire for privacy D) Need for compensation Answer: D LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 10) ________ is NOT considered an unintentional respondent error.

A) Misunderstanding B) Guessing C) Distraction D) Nonresponse Answer: D LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 11) ________ is(are) situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions.

A) Respondent misunderstanding B) Respondent cheating C) Respondent guessing D) Fatigue-related mistakes Answer: A LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 12) An interviewer asks a respondent for their total monthly income. The respondent reports only their own income and not that of their spouse. What type of error would this be?

A) Distraction B) Misunderstanding C) Guessing D) Speeding Answer: B LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge

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13) Which is NOT cited as a reason that respondents fail to tell the truth in surveys?

A) Feeling embarrassment B) Protecting one's privacy C) Suspecting a hidden agenda D) Wanting to undermine the results Answer: D LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 14) Sensitive topics have a greater potential for ________.

A) falsehoods B) speeding C) attention loss D) distractions Answer: A LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 15) With ________, respondents do not attend carefully to questions and provide superficial and perhaps mindless answers.

A) nonresponse B) attention loss C) falsehoods D) misunderstanding Answer: B LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge 16) Respondent errors occur in only certain types of data collection.

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) There are three classes of respondent error: intentional, unintentional, and forced.

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 212 Copyright © 2026 Pearson Education, Inc.

18) Guessing is a type of unintentional error.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) Intentional errors include misunderstanding and distractions.

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 20) Respondent errors can occur regardless of the method of data collection.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 21) Speeders often give themselves away by doing such things as answering scales straight down the middle or all on one side or the other.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 22) An interesting combination of guessing and distraction is sometimes referred to as "motivated misreporting."

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 23) A survey may contain responses given simply so a respondent will not be burdened by follow-up questions.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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24) Intentional errors include misunderstandings and attention loss.

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 25) Nonresponse refers solely to failure on the part of a prospective respondent to take part in the survey.

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) Respondents are more likely to fail to tell the truth about sensitive subjects, like marital status or personal hygiene.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 27) Potential respondent misunderstandings exist only in poorly designed surveys.

Answer: FALSE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 28) There are three major intentional respondent errors: falsehoods, nonresponse, and speeding.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 29) Nonresponse includes premature termination of the interview.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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30) Whenever a respondent guesses, error is likely.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge 31) Unintentional respondent errors may result from misunderstanding, guessing, attention loss, or distractions.

Answer: TRUE LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge 32) Respondent errors are identified in two classes: intentional errors, or errors that are committed deliberately, and unintentional errors, or errors that occur without willful intent. List and describe the different types of intentional errors.

Answer: There are three types of intentional respondent errors. The first is nonresponse, which is a failure to participate in the survey or not answer specific questions. The second is falsehoods, which involve lying or otherwise not answering truthfully. The third type is speeding, which involves providing answers without reading questions carefully.

LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) List and describe the different types of unintentional respondent errors.

Answer: There are four types of unintentional errors. The first is misunderstanding, which involves not comprehending or misinterpreting questions. The second is guessing or providing answers without any factual basis. The third type is attention loss, which is the loss of concentration or "zoning out." The fourth type is distractions, which involves attending to disruptions that occur.

LO: 9.1: Identify possible respondent errors that occur during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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34) The effects of the various data-collection errors can be ________ by implementing precautions and procedures.

A) eliminated B) exaggerated C) minimized D) ignored Answer: C LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 35) It is important to minimize falsehoods and nonresponse tendencies on the part of respondents to control ________ error.

A) unintentional respondent B) intentional respondent C) interviewer behavior D) data analysis Answer: B LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 36) Methods useful in minimizing intentional respondent error include all of the following EXCEPT ________.

A) anonymity B) confidentiality C) disincentives D) validation checks Answer: C LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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37) Instead of directly quizzing the respondent about a subject that might be embarrassing, the interviewer couches the question in terms of another person who is like the respondent. This is known as which type of technique?

A) Indirect technique B) Anonymous person technique C) Confidentiality technique D) Third-person technique Answer: D LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) Safeguards against unintentional respondent error include all of the following EXCEPT ________.

A) third-person technique B) well-drafted questionnaire instructions and examples C) reversals of scale endpoints D) use of prompters Answer: A LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 39) Proper safeguards can eliminate the effects of respondent errors.

Answer: FALSE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 40) When respondents are guaranteed that they will remain nameless, they will be more comfortable in self-disclosure and will refrain from lying or misrepresenting themselves.

Answer: TRUE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge 41) When respondents are given incentives to participate in a research survey, they are in a sense being induced to tell the truth by direct payment.

Answer: TRUE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge 217 Copyright © 2026 Pearson Education, Inc.

42) Researchers have not found any effective ways to slow speeders from racing through surveys.

Answer: FALSE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 43) Prompters are used to speed up respondents who are taking too long to complete a survey.

Answer: FALSE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 44) Tactics such as anonymity, confidentiality, validation checks, and third-person technique have been used to minimize respondent error.

Answer: TRUE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge 45) Incentives encourage responses but do not compel respondents to be more truthful.

Answer: FALSE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 46) Sometimes the opportunity arises to use the third-person technique, in which the interviewer directly and indirectly quizzes the respondent about a subject that might be embarrassing.

Answer: FALSE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Difficult Classification: Application AACSB: Application of knowledge 47) Ways to combat unintentional respondent error include well-drafted questionnaire instructions and examples, reversals of scale endpoints, and use of prompters.

Answer: TRUE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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48) Long questionnaires often include phrases known as "prompters" such as "We are almost finished."

Answer: TRUE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 49) Validation checks occur when information provided by a respondent is confirmed during the interview.

Answer: TRUE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 50) A way to combat intentional respondent error is to include reversals of scale endpoints in questionnaires.

Answer: FALSE LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Moderate Classification: Application AACSB: Application of knowledge 51) Precautions and procedures can be implemented to minimize the effects of the various types of errors. List and define the safeguards against respondent errors.

Answer: There are safeguards against the various types of respondent errors. Safeguards against nonresponse include ensuring anonymity and confidentiality, incentives, and third-person techniques. These safeguards also work against falsehoods, as do validation checks. Safeguards against speeding include reversal of scale endpoints and data quality checks. Those are the safeguards against the varieties of intentional errors. There are also safeguards against each type of unintentional error. Safeguards against misunderstanding are well-drafted questionnaires and direct questions. Well-drafted questionnaires are also a safeguard against guessing, as is adding response options (e.g., "unsure"). Attention loss can be combatted by reversing scale endpoints, and distractions can be combatted by prompters.

LO: 9.2: Relate a safeguard for each respondent error that occurs during data collection Difficulty: Easy Classification: Application AACSB: Application of knowledge

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52) Respondent ________ is a failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals to answer specific questions on the questionnaire.

A) cheating B) misunderstanding C) nonresponse D) speeding Answer: C LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Easy Classification: Application AACSB: Application of knowledge 53) Which of the following is NOT one of the several types of potential nonresponse errors?

A) Refusal to participate in the survey B) Break-offs during the interview C) Item omission D) Late completion Answer: D LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Easy Classification: Application AACSB: Application of knowledge 54) Factors such as being busy or feeling a topic may be overly sensitive result in respondent ________.

A) refusals to participate B) break-offs C) omissions D) cheating Answer: A LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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55) Factors such as interviews taking longer than the respondent expected, the topic and specific questions being distasteful or boring, and the instructions being confusing are cited as reasons for which of the following?

A) Respondent refusals to participate B) Respondent break-offs C) Respondent omissions D) Respondent cheating Answer: B LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 56) To reduce ________, it is useful for a researcher to offer the "prefer not to answer" option with questions that require mental effort.

A) item break-offs B) item cheating C) item omissions D) refusals to participate Answer: C LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 57) A(n) ________ may be defined as one in which all the primary questions have been answered.

A) incomplete interview B) partially completed interview C) non-valid interview D) completed interview Answer: D LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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58) Research has shown that sensitive questions elicit more ________, whereas questions that require more mental effort garner more ________.

A) item omissions; "don't know" responses B) "don't know" responses; item omissions C) misunderstandings; falsehoods D) falsehoods; misunderstandings Answer: A LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 59) Nonresponse has been labeled the marketing research industry's biggest problem.

Answer: TRUE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) There are three primary types of nonresponse errors which include refusals to participate, break-off, and item omission.

Answer: TRUE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 61) There is no valid reason to believe nonresponse is caused by fears of invasion of privacy, skepticism of consumers regarding the benefits of participating in research, and the use of research as a guise for telemarketing.

Answer: FALSE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) Refusals are a concern even with panels.

Answer: TRUE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) It is never appropriate to include a designation such as "prefer not to answer" as a response option for that question on the questionnaire.

Answer: FALSE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate 222 Copyright © 2026 Pearson Education, Inc.

Classification: Application AACSB: Application of knowledge 64) If an interviewer does not have all of the data for primary questions and secondary questions, they can count the survey as completed.

Answer: TRUE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Moderate Classification: Application AACSB: Application of knowledge 65) The American Association for Public Opinion Research offers these guidelines regarding what constitutes a completed survey: complete survey: 100% of applicable questions answered, partial completion: 70-80% answered, and break-off: less than 40% answered.

Answer: FALSE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Difficult Classification: Application AACSB: Application of knowledge 66) The marketing research industry has an acceptable way to calculate a survey's response rate.

Answer: TRUE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Easy Classification: Application AACSB: Application of knowledge 67) Ultimately, what constitutes a completed interview is a judgment call and will vary with each marketing research project.

Answer: TRUE LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Easy Classification: Application AACSB: Application of knowledge

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68) Nonresponse errors of various types occur through the data collection phase. What types of nonresponse errors exist? How can nonresponse errors be determined or calculated?

Answer: Discussion should define nonresponse errors as various types of errors encountered in the data collection phase. Answers should state that types of nonresponse errors include refusals to take part in the survey, break-offs during the survey, and item omission (not answering particular questions while answering all the others). The AAPOR has a range of definitions for response rates that vary based on (1) whether or not partially completed responses are counted as fully completed and (2) how the eligibility of nonrespondents is determined.

LO: 9.3: Recognize nonresponse errors in surveys such as refusals, break-offs, or item omissions Difficulty: Easy Classification: Application AACSB: Application of knowledge 69) Skyrocketing nonresponse rates and the popularity of online surveys have prompted several firms to use ________.

A) data collection companies B) panel companies C) social media surveys D) mall intercepts Answer: B LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Moderate Classification: Application AACSB: Application of knowledge 70) Panel companies claim to provide representative samples of ________, including citizens of foreign countries.

A) those with landlines B) those inclined to complete surveys C) diverse populations D) those without Internet service Answer: C LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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71) Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

A) non-consumer types B) businesses C) non-respondents D) consumer types Answer: D LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Moderate Classification: Application AACSB: Application of knowledge 72) Many do-it-yourself (DIY) marketing researchers and others are not aware of the shortcomings often found in the quality of data generated via ________.

A) online panels B) focus groups C) mall intercepts D) telephone surveys Answer: A LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Easy Classification: Application AACSB: Application of knowledge 73) Practically every research association has some sort of formalized recommendations, best practices, standards, or admonishments to guide researchers in identifying the highest-quality ________ companies when considering their services.

A) mall intercept B) online panel C) social media D) secret shopper Answer: B LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Easy Classification: Application AACSB: Application of knowledge 74) Panel companies do not normally collect information such as demographic, lifestyle, possessions, etc. on each panel member as part of the recruitment and registration process.

Answer: FALSE LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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75) Online panel companies are universally recognized as having the strictest data quality controls.

Answer: FALSE LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Moderate Classification: Application AACSB: Application of knowledge 76) Skyrocketing nonresponse rates and the popularity of online surveys have prompted several firms to use a panel company. How do online panel companies ensure quality and control error?

Answer: Comments should include that researchers are becoming increasingly dependent on panel companies, which maintain very large numbers of potential respondents who agree to answer surveys quickly and completely. Discussion should mention that even though these companies hold non-response to a minimum and deliver seemingly representative samples, data quality is still an issue, and policies and procedures should be in place to control for potential error.

Students may mention policies and procedures as listed in the table within the text, "Illustrative Best Practices for Online Panels Quality Assurance." Answers should mention that practically every research association has some sort of formalized recommendations, best practices, standards, or admonishments to guide researchers in identifying the highest-quality panel companies when considering their services.

LO: 9.4: Describe best practices panel companies use to control respondent errors Difficulty: Moderate Classification: Application AACSB: Application of knowledge 77) A ________ typically contains a respondent's answers and are typically in a matrix arrangement of numbers (mainly) in rows and columns similar to a Microsoft Excel spreadsheet.

A) data code set B) data analysis spreadsheet C) dataset D) data code book Answer: C LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Easy Classification: Application AACSB: Application of knowledge

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78) Which of the following is the operation in which the identification of code values is associated with the possible responses for each question on the questionnaire?

A) Data analysis B) Data coding C) Dataset entry D) Data code entry Answer: B LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) A ________ is essentially the researcher's only map to decipher the numbers found in the data file and to connect them to the answers to the questions on the questionnaire.

A) data analysis B) dataset C) data code book D) data entry Answer: C LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Moderate Classification: Application AACSB: Application of knowledge 80) In an electronic dataset, each ________ pertains to the answers that a single respondent provides to the questions on the questionnaire.

A) sheet B) field C) column D) row Answer: D LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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81) ________ are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire as the data file "builds" or "grows" as respondents submit completed online questionnaires.

A) Codes B) Datapoints C) Analytics D) Hidden data points Answer: A LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Moderate Classification: Application AACSB: Application of knowledge 82) A dataset is generated by an operation called data ________.

A) analysis B) coding C) validation D) booking Answer: B LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Difficult Classification: Application AACSB: Application of knowledge 83) When a researcher has controls in place to minimize response errors, it is unnecessary and a waste of time to inspect raw data for errors before substantive analysis.

Answer: FALSE LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Moderate Classification: Application AACSB: Application of knowledge 84) The dataset is generated by an operation called data coding.

Answer: TRUE LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Difficult Classification: Application AACSB: Application of knowledge 85) Because the answers vary from respondent to respondent, data about the questions or question parts are sometimes referred to as variables.

Answer: TRUE LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Easy Classification: Application AACSB: Application of knowledge 228 Copyright © 2026 Pearson Education, Inc.

86) Describe datasets, coding data, and the use of a data code book.

Answer: Responses should define data sets, coding data, and the use of a data book. Answers may include some variation of the following: Surveys are organized into a dataset, which consists of rows and columns of (mainly) numbers where each respondent is represented by a row, and each question or question part is recorded in a column. Researchers use a data code book that indicates how the code numbers are related to the question responses on the questionnaire. Before data analysis, the dataset should be inspected for data quality issues such as incomplete responses, yea-saying, nay-saying, middle-of-the-road patterns, and other respondents whose answers are suspect. These respondents' answers should be removed from the dataset.

LO: 9.5: Explain the relationship between data coding and a dataset Difficulty: Moderate Classification: Application AACSB: Application of knowledge 87) Both nonresponses and suspicious answer patterns are factors that necessitate ________.

A) analyzing datasets for trends B) inspecting datasets for errors C) "guesstimating" to finish incomplete datasets D) rebuilding data files with incomplete answers Answer: B LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Difficult Classification: Application AACSB: Application of knowledge 88) A preponderance of "no opinion" responses is known as ________.

A) item omission B) nay-saying C) the middle-of-the-road pattern D) breaking-off Answer: C LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Difficult Classification: Application AACSB: Application of knowledge 89) Researchers look for "break-offs" or ________ when inspecting raw data.

A) non-responses B) signal of complete responses C) omitted responses D) incomplete responses Answer: D LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) Which of the following does NOT represent one of the problem respondent categories?

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A) Homogeneous responses B) Break-offs C) Item omissions D) Yea-saying pattern Answer: A LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Moderate Classification: Application AACSB: Application of knowledge 91) The motivation underlying acquiescence is generally believed to be ________.

A) falsehood B) speeding C) guessing D) distractions Answer: B LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Difficult Classification: Application AACSB: Application of knowledge 92) ________ is NOT one of the options in addressing data quality issues.

A) Throwing out the respondent's entire data row B) Leaving the respondent's entire data row in the dataset C) Leaving the respondent's data row but correcting the answers D) Setting the bad data items to blanks or missing data Answer: C LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Difficult Classification: Application AACSB: Application of knowledge 93) "Straightliners" is a term used to refer to survey respondents who refuse to answer particular questions, but answered others before and after it.

Answer: FALSE LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Difficult Classification: Application AACSB: Application of knowledge 94) Some researchers use the term "acquiescence" to refer to the yea-saying.

Answer: TRUE LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Difficult Classification: Application AACSB: Application of knowledge 95) How should data quality issues be handled?

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Answer: When a researcher encounters data quality issues such as those described in the text, there are three options. First, if there are several egregious errors, the researcher is most likely to throw out the respondent's entire data row. Second, if the errors are minor and will not skew, or distort, the survey findings, the researcher will probably leave the respondent's entire data row in the dataset. Finally, if there are both some obvious error-ridden responses and some valid responses, the researcher may opt to set the bad data items to blanks or missing data and use only the good data items in subsequent analyses.

LO: 9.6: Distinguish data quality issues such as incompletes or yea-saying Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96) In an SPSS dataset, ________ are along the top of the window, while the ________ in the dataset are identified with names in the column headers and the respondents are listed by rows.

A) drop-down commands; variables B) preset functions; inputs C) variables; preset functions D) inputs; drop-down commands Answer: A LO: 9.7: Explain how an SPSS dataset appears and how it contains a survey code book Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) An SPSS dataset is composed of ________ for the respondents and questions, respectively, in a survey of interest.

A) paragraphs and chapters B) an x- and a y-axis C) rows and columns D) fields and blocks Answer: C LO: 9.7: Explain how an SPSS dataset appears and how it contains a survey code book Difficulty: Moderate Classification: Application AACSB: Application of knowledge 98) Veteran SPSS users regularly rely on a number of operations, including "import data in various formats" and "compute or modify variables."

Answer: TRUE LO: 9.7: Explain how an SPSS dataset appears and how it contains a survey code book Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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99) When given a fresh SPSS dataset, researchers must use another tool to ferret out issues to ensure that the dataset is suitable for analysis, as SPSS does not have this functionality.

Answer: FALSE LO: 9.7: Explain how an SPSS dataset appears and how it contains a survey code book Difficulty: Moderate Classification: Application AACSB: Application of knowledge 100) Define IBM SPSS and discuss the role it plays in marketing research.

Answer: In the marketing research industry, and, indeed, in practically all other survey research domains such as public opinion research, the paramount data analysis vehicle is IBM SPSS. Suffice it to say that SPSS has held this crown for the past several decades. Consistent with the learning of datasets, an SPSS dataset is composed of rows and columns for the respondents and questions, respectively, in a survey of interest. In an SPSS dataset, the SPSS drop-down commands are along the top of the window, while the variables in the dataset are identified with variable names in the column headers and the respondents are listed by rows. The dataset can be examined in the SPSS Data View window.

LO: 9.7: Explain how an SPSS dataset appears and how it contains a survey code book Difficulty: Moderate Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 10 Performing Descriptive Analysis, Computing Confidence Intervals, and Testing Hypotheses 1) ________ is the process of describing a dataset by computing a small number of statistics that characterize various aspects of the dataset.

A) Data analysis B) Data integrity C) Understanding the data book D) Compiling the data Answer: A LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) If a tie for the mode occurs, which of the following is true?

A) The distribution is considered bimodal.

B) The distribution has no mode.

C) The mode for the distribution is 0.

D) The mode is solved for as the mean of the two values.

Answer: C LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 232 Copyright © 2026 Pearson Education, Inc.

3) Which of the following applies to any statistical measure used that somehow reflects a typical or frequent response?

A) Central tendency B) Central statistic C) Variability D) Range Answer: A LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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4) Which of the following is NOT one of the measures of central tendency?

A) Mean B) Range C) Mode D) Median Answer: B LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge 5) The ________ is the value in a set of numbers that occurs most often.

A) range B) mean C) mode D) median Answer: C LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge 6) The ________ expresses the value whose occurrence lies in the middle of an ordered set of values.

A) range B) mean C) mode D) median Answer: D LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 7) The mean or average differs from the mode and the median in that ________.

A) a computation is necessary B) a computation is unnecessary C) it is automatically computed D) it can be estimated Answer: A LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge

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8) Which is NOT a measure of variability?

A) Frequency distribution B) Mode C) Range D) Standard deviation Answer: B LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 9) ________ is a tabulation of the number of times that each different value appears in a particular set of values.

A) Mean B) Range C) Frequency distribution D) Standard deviation Answer: C LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 10) Which of the following specifies the difference between the endpoints in a set of values arranged in order?

A) Mean B) Standard deviation C) Mode D) Range Answer: D LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 11) The ________ is a measure of the differences of all observations from the mean, expressed as a single number.

A) standard deviation B) median C) mode D) range Answer: A LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 235 Copyright © 2026 Pearson Education, Inc.

12) Which descriptive statistic would a researcher use when accumulating the age of each respondent?

A) Range B) Frequency and/or percentage distribution C) Cumulative percentage distribution D) Standard deviation Answer: B LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 13) Which descriptive statistic would a researcher likely use when asking a respondent to rank several choices in order of preference to measure variability?

A) Range B) Frequency and/or percentage distribution C) Cumulative percentage distribution D) Standard deviation Answer: C LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 14) A researcher asks the question: "On a scale of 1 to 5, how does Apple rate on variety of its iPads?" Which of the following descriptive statistic would the researcher likely use to measure variability?

A) Range B) Frequency and/or percentage distribution C) Cumulative percentage distribution D) Standard deviation and/or range Answer: D LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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15) Which descriptive statistic would a researcher likely use when asking a respondent to estimate how many hamburgers they ate the prior week?

A) Standard deviation B) Range C) Frequency and/or percentage distribution D) Cumulative percentage distribution Answer: A LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 16) With a nominal scale, the ________ is the appropriate measure of central tendency, and variation must be assessed by looking at the distribution of responses across the various response categories.

A) mean B) median C) mode D) range Answer: C LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) When using SPSS DESCRIPTIVES, the data being analyzed should be ________ scaled.

A) interval and median B) median and mode C) mode and ratio D) interval or ratio Answer: D LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 18) Data coding distills the dataset and reveals its underlying patterns.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge

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19) The basic data analysis goal involved in all measures of central tendency is to report a single piece of information that describes the most typical response to a question.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 20) A set of numbers can have at most two modes.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge 21) An alternative measure of central tendency is the median, which expresses the value whose occurrence lies at either end of a bell-shaped distribution.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) Knowing the variability of data could greatly impact a marketing decision based on the data because it expresses how similar the respondents are to one another on the topic under examination.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 23) Frequencies themselves are not raw counts.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 24) Percentage distributions are easily presented in pie or bar charts, which are convenient data visualizations of these distributions that researchers find to be helpful in communicating findings to clients or others.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 238 Copyright © 2026 Pearson Education, Inc.

25) The range provides the same amount of information supplied by a frequency distribution.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) The range does not tell how often the maximum and minimum occur, but it does provide some information on the dispersion by indicating how far apart the extremes are found.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) Researchers often rely on the standard deviation when performing basic analyses and usually report it in their tables.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge 28) The standard deviation embodies the properties of a bell-shaped distribution of values.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Easy Classification: Application AACSB: Application of knowledge 29) The squaring operation in the standard deviation formula is used to avoid the cancellation effect.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 30) If standard deviation is small, distribution is greatly expanded. With a large standard deviation value, the distribution is consequently compressed at both ends.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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31) The mode is a relative measure of central tendency, in that it requires that a majority of responses occurred for this value.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 32) Statistical measures that communicate the most information should be used with scales that contain the most information.

Answer: TRUE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) A frequency distribution and mode are appropriate for ordinal scales.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 34) The level of measurement of each question is unrelated to the measure that should be used.

Answer: FALSE LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Difficult Classification: Application AACSB: Application of knowledge 35) What are measures of central tendency and what are their basic goals? Briefly describe and define each.

Answer: Answers may include some variation of the following: "The basic data analysis goal involved in all measures of central tendency is to report a single piece of information that describes the most typical response to a question. The term central tendency applies to any statistical measure used that somehow reflects a typical or frequent response." Students should list mode, median, and mean as the three measures. Mode should be defined as: "With a set of numbers, the mode is that number appearing most often." Median should be defined as: "The median expresses the value whose occurrence lies in the middle of a set of ordered values." Mean should be defined as: "The mean is the arithmetic average of a set of numbers."

LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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36) Although they are extremely useful, measures of central tendency are incomplete descriptors of the values in a particular set of numbers because they do not indicate the variability of responses to a particular question or the diversity of respondents on some characteristic measured in a survey. Define and describe the measures of variability.

Answer: Students should be able to identify that measures of variability include frequency distribution, range, and standard deviation. It is important that answers mention that these measures provide bases for envisioning the degree of similarity of all respondents to the typical respondent. Answers should provide some variation of the following as definition of the measures of variability. A frequency (percentage) distribution reveals the number (percent) of occurrences of each number in a set of numbers. The range identifies the maximum and minimum values in a set of numbers. The standard deviation embodies the properties of a bell-shaped distribution of values.

LO: 10.1: Describe descriptive analysis measures and how each is used Difficulty: Moderate Classification: Application AACSB: Application of knowledge 37) When creating standard categorical data tables, absolutely include ________ as they are the most used descriptive measure for nominal data.

A) frequencies B) percents C) frequency distributions D) modes Answer: B LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) In terms of standard categorical data tables, managers generally do not desire ________.

A) the mode B) percents C) percent distributions D) frequencies Answer: A LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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39) In terms of presenting summarizations of data, tables ________.

A) have been replaced by newer data visualization techniques B) are the fundamental vehicles for doing so C) are unable to effectively do so D) are still used, but rarely Answer: B LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Difficult Classification: Application AACSB: Application of knowledge 40) The most useful tables are ones where a quick inspection will reveal ________ of the findings when presenting summarizations of data.

A) the basic pattern or essence B) the obvious outliers C) the errors D) the need for more inspection Answer: A LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 41) Some guidelines are used to strongly imply that a table is credible. Which is NOT one of these guidelines?

A) Use one decimal place unless convention demands otherwise.

B) Report measures that are largely redundant.

C) With scales, include a table footnote that describes the scale.

D) Use a professional, conservative format.

Answer: B LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 42) Nominal data are summarized with all these descriptive measures EXCEPT ________.

A) percents B) frequencies C) variables D) frequency distribution Answer: C LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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43) To improve the credibility of tables, be sure to always use at least three decimal places.

Answer: FALSE LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 44) For a standard categorical variable table, percent distributions are optional.

Answer: FALSE LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 45) It is the researcher's responsibility to build tables or other presentation methods, such as graphs, to efficiently and effectively communicate the basic findings to the manager.

Answer: TRUE LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 46) The American Psychological Association (APA) style format is the preferred style for formal social science papers.

Answer: TRUE LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 47) Scale data findings are summarized with the following descriptive measures: average, median, mode, standard deviation, minimum, and maximum.

Answer: TRUE LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) To build an effective table, use columns for the variables or the categories presented in the table, and rows for measures of central tendency and variability.

Answer: FALSE LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge

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49) Data analysis is often presented in tables. How should effective tables be organized?

Answer: Although data visualization techniques have become routine, a table is the fundamental vehicle for presenting summarizations of data. The most useful tables are ones where quick inspection will reveal the basic pattern(s) or the essence of the findings. An effective table easily leads to a highly effective data visualization presentation. Consequently, it is important to know how to build an effective table. Here are some table organization guidelines: • Keep tables as simple as possible.

• Use rows for the variables (scale data) or the categories (categorical data) presented in the table.

• Use columns for measures of central tendency and variability.

• Use highly descriptive and self-explanatory labels.

• Typically, use variables with identical response scales in a single table.

• If appropriate, arrange the variables (rows) in logical order, usually ascending or descending, based on the descriptive measure being used.

LO: 10.2: Relate how to report descriptive finding to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 50) Statistical ________ involves estimating true population values with the use of the sample findings.

A) description B) difference C) relationship D) inference Answer: D LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 51) ________ are values computed from information provided by a sample.

A) Parameters B) Errors C) Variabilities D) Statistics Answer: D LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge

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52) Which of the following describes values computed from a complete census and considered to be precise and valid measures of the population?

A) Parameters B) Errors C) Variabilities D) Statistics Answer: A LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 53) ________ inference is the set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter.

A) Process B) Statistical C) Population D) Parameter Answer: B LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 54) Statistical inference considers that ________.

A) small random samples are more precise than are larger ones B) multiple small random samples are more accurate than a large one C) large random samples are more accurate than small ones D) two large random samples are more accurate than a single small one Answer: C LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) Which of the following is used to approximate the population value using confidence intervals?

A) Population estimates B) Statistical estimates C) Survey estimates D) Parameter estimates Answer: D LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 245 Copyright © 2026 Pearson Education, Inc.

56) ________ testing is the comparison of the sample statistic with what is believed to be the population value prior to undertaking the study.

A) Hypothesis B) Parameter C) Inference D) Population Answer: A LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 57) Two types of statistical inference are parameter estimation and hypothesis tests.

Answer: TRUE LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 58) Statisticians use Roman letters when referring to population parameters.

Answer: FALSE LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 59) The notation used for a percentage is p for the statistic and π (pi) for the parameter.

Answer: TRUE LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 60) Statistical inference is based on sample size and variability, which is unable to determine the amount of sampling error.

Answer: FALSE LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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61) With statistical inference for estimates of population parameters such as the percentage or mean, the sample statistic is used as the beginning point, and then a range is computed to estimate the population parameter.

Answer: TRUE LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) What is the concept of statistical inference? Discuss the key factor in inference and why it is important.

Answer: Students should define the concept of statistical inference as a set of procedures for generalizing the findings from a sample to the population. Answers should include that a key factor in inference is the sample size, n. The key factor appears in statistical inference formulas because it expresses the amount of sampling error: Large samples have less sampling error than do small samples given the same variability.

LO: 10.3: Demonstrate how statistical inference differs from descriptive analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 63) Which of the following is NOT one of the three values used in parameter estimation?

A) Sample statistic B) Desired population C) Standard error of the statistic D) Desired level of confidence Answer: B LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) The ________ is the mean or the percent found in a survey for a variable of interest.

A) variance B) confidence interval C) hypothesis test D) sample statistic Answer: D LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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65) In parameter estimation, the sample statistic is usually a ________ or a ________.

A) mean; percentage B) mode; frequency C) median; range D) standard deviation; frequency distribution Answer: A LO: 10.4: Estimate the population percent or mean Difficulty: Difficult Classification: Application AACSB: Application of knowledge 66) A researcher could be examining what percentage of smartphone users buy iPhones or might be looking at what percentage of high school students buy online music. In either case, the mean or percentage is derived from a sample, so it is the ________.

A) sample error B) standard error C) sample statistic D) parameter Answer: C LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge 67) There usually is some degree of variability in a sample so the ________ is a measure of the variability in a sampling distribution.

A) variability factor B) sample statistic C) parameter error D) standard error Answer: D LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) ________ interval is the degree of accuracy desired by the researcher and stipulated as a level of assurance in the form of a range with a lower boundary and an upper boundary.

A) Confidence B) Sample C) Accuracy D) Statistic Answer: A LO: 10.4: Estimate the population percent or mean Difficulty: Easy Classification: Application AACSB: Application of knowledge 248 Copyright © 2026 Pearson Education, Inc.

69) Population estimation is the process of using sample information to compute an interval that describes the range of a population such as the parameter mean (μ) or the parameter percentage (π).

Answer: FALSE LO: 10.4: Estimate the population percent or mean Difficulty: Difficult Classification: Application AACSB: Application of knowledge 70) The formula for mean standard error is the same as the formula for percentage standard error.

Answer: FALSE LO: 10.4: Estimate the population percent or mean Difficulty: Difficult Classification: Application AACSB: Application of knowledge 71) To find the standard error of the mean, divide the standard deviation by the square root of the sample size.

Answer: TRUE LO: 10.4: Estimate the population percent or mean Difficulty: Difficult Classification: Application AACSB: Application of knowledge 72) The range of the estimate of the population mean or percentage depends largely on the sample size and the variability found in the sample.

Answer: TRUE LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge 73) A 50%—50% split has a smaller standard error than a 90%—10% split when sample size is the same.

Answer: FALSE LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge 74) The range of the estimate of the population mean or percentage depends largely on the sample size and the variability found in the sample.

Answer: TRUE LO: 10.4: Estimate the population percent or mean Difficulty: Moderate Classification: Application AACSB: Application of knowledge 75) Marketing researchers typically use only the 95% or 99% confidence interval.

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Answer: TRUE LO: 10.4: Estimate the population percent or mean Difficulty: Easy Classification: Application AACSB: Application of knowledge 76) What is parameter estimation? What three values does it use?

Answer: Students should define parameter estimation as the process of using sample information to compute an interval that describes the range of a parameter such as the population mean (μ) or the population percentage (π). Answers mention that parameter estimation involves the use of three values: the sample statistic (such as the mean or the percentage), the standard error of the statistic, and the desired level of confidence (usually 95% or 99%). Answers may also define each of the values (sample statistic, standard error of the statistic, and desired level of confidence).

LO: 10.4: Estimate the population percent or mean Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) Market researchers ________ report specific CIs to clients.

A) always B) usually C) very rarely D) never Answer: C LO: 10.5: Show how to communicate confidence interval insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 78) Instead of reporting specific confidence intervals to clients, marketing researchers usually report ________ associated with the survey sample size.

A) effect size B) sampling error C) hypothesis test D) hypothesized population parameter Answer: B LO: 10.5: Show how to communicate confidence interval insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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79) Detailed confidence intervals are typically reported.

Answer: FALSE LO: 10.5: Show how to communicate confidence interval insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 80) True random samples are practically impossible.

Answer: TRUE LO: 10.5: Show how to communicate confidence interval insights to clients Difficulty: Difficult Classification: Application AACSB: Application of knowledge 81) The sampling error associated with the survey sample size that marketing researchers usually report to clients is calculated using the sample error formula typically at the 95% level of confidence with p = q = 50% and z = 1.96.

Answer: TRUE LO: 10.5: Show how to communicate confidence interval insights to clients Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82) There are guidelines for the presentation of confidence intervals. What are the two reporting options marketing researchers use with clients to report confidence intervals? Describe the appropriate use for each option.

Answer: Commentary should include a basic outline of the two reporting options: 1. The General Case Approach. 2. The Findings-Specific Case Approach. Students should describe the General Case Approach as "the industry standard," and used almost unanimously with opinion polling.

Answers can mention that the General Approach is by far the most popular approach. Students should note that when deciding whether to use the findings-specific approach, the researcher must answer the following question, "Are there findings that require more than the general case of reporting sample error?" Answers may mention that there may be findings that the client will use to answer critical questions or on which to base important decisions. If the answer is no, the researcher will just report the general case. If yes, the next step is to identify all the findings that they believe absolutely require the reporting of findings-specific confidence intervals.

LO: 10.5: Show how to communicate confidence interval insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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83) The researcher should keep in mind that the ________ is the only source of current information about the population when performing hypothesis testing.

A) survey instrument B) data analysis C) sample D) respondent Answer: C LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 84) ________ determine(s) the hypothesized population parameter value.

A) A percentage and a mean B) A mean and a median C) Both a percentage and a median D) Either a percentage or a mean Answer: D LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Difficult Classification: Application AACSB: Application of knowledge 85) Which of the following concepts says that a sample is one of many theoretical samples that comprise a bell-shaped curve with the hypothesized value as the mean?

A) Sampling distribution concept B) Distribution analysis concept C) Distribution percentage concept D) Theoretical percentage concept Answer: A LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Difficult Classification: Application AACSB: Application of knowledge 86) Which of the following forms of information is invariably more accurate than a hypothesis?

A) Respondent B) Sample C) Interviewer D) Test market Answer: B LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge

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87) Which of the following tests gives the probability of support for a hypothesis based on sample evidence and sample size?

A) Market B) Respondent C) Hypothesis D) Survey Answer: C LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 88) To ensure that sample information is more accurate than a hypothesis, a researcher must make sure that the sampling procedure adheres strictly to ________.

A) probability sampling requirements B) quality requirements and assures representativeness C) survey instrument requirements D) probability sampling requirements and assures representativeness Answer: D LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Moderate Classification: Application AACSB: Application of knowledge 89) ________ is a measure of the meaningfulness of a statistical finding so it can be described as "large," "small," or something in between.

A) Effect size B) Confidence interval C) Parameter estimate D) Hypothesis test Answer: A LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 90) Which of the following types of hypotheses are sometimes encountered by researchers and compels them to perform the appropriate hypothesis test and interpret the findings?

A) Implicit B) Explicit C) Concurrent D) Exclusive hypotheses Answer: B LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 253 Copyright © 2026 Pearson Education, Inc.

91) The equation used to test the hypothesis of a mean is identical in logic to the equation used to test the hypothesis of a percentage, except it uses the mean and standard error of the mean.

Answer: TRUE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Moderate Classification: Application AACSB: Application of knowledge 92) The effect size gives meaning to the finding and makes it more interpretable.

Answer: TRUE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 93) If the hypothesis is not supported, the researcher states that it is not supported by the sample and how strong the evidence (effect size) is that refutes the hypothesis.

Answer: TRUE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 94) A hypothesis test is a statistical procedure used to "accept" or "reject" the hypothesis based on sample evidence.

Answer: TRUE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 95) The hypothesized population parameter value can be determined using a percentage, mean, or a median.

Answer: FALSE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96) The crux of statistical hypothesis testing is the hypothesized population parameter.

Answer: FALSE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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97) Sample information is invariably more accurate than a hypothesis. However, the sampling procedure must adhere strictly to nonprobability sampling requirements.

Answer: FALSE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Difficult Classification: Application AACSB: Application of knowledge 98) There are four steps or guidelines for presentation of hypothesis tests which are followed for each implicitly stated hypothesis.

Answer: FALSE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) The first step of hypothesis testing is drawing a random sample and determining the sample mean or percent.

Answer: FALSE LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Moderate Classification: Application AACSB: Application of knowledge 100) What is hypothesis testing? How can a researcher use the sample findings to test a hypothesis about a mean or a percentage?

Answer: The discussion will define hypothesis testing as: "A hypothesis is what the manager or researcher expects the population mean (or percentage) to be." Answers may mention that a hypothesis test is a statistical procedure used to "accept" or "reject" the hypothesis based on sample evidence. Comments may include that marketing researchers should keep in mind that the sample is the only source of current information about the population. The discussion should mention that because the sample is random and representative of the population, the sample results are used to determine if the hypothesis about the population parameter is accepted or rejected. The crux of statistical hypothesis testing is the sampling distribution concept. All comments should mention that the researcher should always assume the sample information to be more accurate than any hypothesis.

LO: 10.6: Describe hypothesis tests and how they are communicated Difficulty: Difficult Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 11 Implementing Basic Differences Tests 1) One commonly used basis for market segmentation is the discovery of all the following differences EXCEPT ________.

A) economically viable B) statistically significant 255 Copyright © 2026 Pearson Education, Inc.

C) meaningful D) stable Answer: A LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 2) Market segmentation is based on ________.

A) similarities between groups of consumers B) differences between groups of consumers C) the fact that consumers are essentially the same D) standardization Answer: B LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 3) ________ means that the differences found in the sample(s) truly exist in the population(s) from which the random samples are drawn.

A) Meaningful differences B) Meaningful significance C) Statistical significance D) Actionable Answer: C LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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4) A(n) ________ difference is one that a marketing manager can potentially use as a basis for marketing decisions.

A) stable B) meaningful C) statistically significant D) actionable Answer: B LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 5) Differences are important, but a finding of statistical significance in no way guarantees ________ difference.

A) significant B) market C) meaningful D) actionable Answer: C LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) A(n) ________ difference means that a marketer can focus various marketing strategies and tactics, such as product design or advertising, on the market segments to accentuate the differences between the segments.

A) measurable B) statistically significant C) meaningful D) actionable Answer: D LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 7) A(n) ________ difference is one that will be in place for the foreseeable future.

A) stable B) meaningful C) statistically significant D) actionable Answer: A LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 257 Copyright © 2026 Pearson Education, Inc.

8) ________ is the marketing segmentation requirement where marketers are NOT working with a short-term or transitory set of differences.

A) Permanence B) Longevity C) Stability D) Sustainability Answer: C LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) Meaningfulness, stability, and actionability are not ________ issues; rather, they are ________ judgment calls.

A) significant; researcher B) meaningful; researcher C) null; marketing manager D) statistical; marketing manager Answer: D LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 10) Different consumer wants and requirements can inform ________.

A) marketing strategies B) research methods C) actionable differences D) post hoc tests Answer: A LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 11) Market segmentation is based on the similarities among groups of consumers.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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12) Consumers' common wants and requirements form the basis of market segmentation.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 13) Prolific market segmentation and target marketing are the watchwords of companies in many industries.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 14) As long as a difference is statistically significant, it is meaningful to the market researcher.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 15) Market differentiation is based on differences between groups of consumers and businesses.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 16) To be potentially useful to the market researcher or manager, differences do not have to be statistically significant.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 17) Effect size is used by researchers to assess actionability.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge

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18) There is little danger of finding a great deal of statistical significance that is not meaningful.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) The only segmentation bases that are actionable are demographics, lifestyles, and product benefits.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Easy Classification: Application AACSB: Application of knowledge 20) Statistical significance is determined in large part by the sample size.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) Researchers use effect size to assess the meaningfulness of differences.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 22) If differences are statistically significant and meaningful, they should also be stable or in place for the foreseeable future.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 23) An actionable difference means that the marketer can focus various marketing strategies and tactics on the market segments to accentuate the differences between the segments.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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24) Meaningfulness, stability, and actionability are statistical issues.

Answer: FALSE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 25) Samples of over 1,000 per sample group often yield statistically significant results when the absolute differences between the groups are quite small.

Answer: TRUE LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) Differences are important to market researchers as well as marketing managers and executives.

Why would both groups be concerned about differences? What important marketing function is concerned with the differences both in business-to-consumer and business-to-business settings?

Answer: Students should elaborate on differences as connected to the marketing function of segmentation. The discussion should directly point out that segmentation is important in both consumer and business-to-business arenas. Answers should include that differences (segmentation) help marketers make important market strategy decisions. Understanding differences serves as a basis for these decisions. From a market researcher's perspective, helping clients discover differences and provide support for marketing decision-making is an important contribution. Comments may include the statement such as: "As competition becomes more intense with prolific market segmentation and target marketing being the watchword of most companies in an industry."

LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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27) One commonly used basis for market segmentation is the discovery of (1) statistically significant, (2) meaningful, (3) stable, and (4) actionable differences. What are these differences and how are they defined in terms of segmentation?

Answer: Comments should include definitions and a basic understanding of each of the four primary differences. Statistically significant may be defined as: Statistical significance of differences means that the differences found in the sample(s) truly exist in the population(s) from which the random samples are drawn. The differences that are apparent between and among market segments must be subjected to tests that assess the statistical significance of those differences. Meaningful differences may be defined as: A meaningful difference is one that the marketing manager can potentially use as a basis for marketing decisions. Answers should note that a finding of statistical significance in no way guarantees "meaningful" difference. Stable differences may be defined as: Stability refers to the requirement that marketers are not working with a short-term or transitory set of differences. Thus, a stable difference is one that will be in place for the foreseeable future. Actionable differences may be defined as: An actionable difference means that the marketer can focus various marketing strategies and tactics, such as product design or advertising, on the market segments to accentuate the differences between the segments. Market segmentation requires that standard or innovative market segmentation bases are used, and that these bases uniquely identify the various groups so they can be analyzed and put in the marketer's targeting mechanisms.

LO: 11.1: Explain why differences are important Difficulty: Moderate Classification: Application AACSB: Application of knowledge 28) Which of the following is defined as the statistical inference test to be used with small samples sizes (n ≤ 30)?

A) z test B) t test C) p test D) n test Answer: B LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Easy Classification: Application AACSB: Application of knowledge 29) When the sample size is ________ it requires the use of a z test.

A) 10 or greater B) 20 or fewer C) 30 or greater D) 40 or fewer Answer: C LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Easy Classification: Application AACSB: Application of knowledge 262 Copyright © 2026 Pearson Education, Inc.

30) Why do most computer statistical programs report only the t value?

A) Because it is greater than the z value with large samples B) Because it is smaller than the z value with small samples C) Because it is less than the z value with large samples D) Because it is identical to the z value with large samples Answer: D LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Difficult Classification: Application AACSB: Application of knowledge 31) The output from statistical procedures in all software programs can be envisioned as "________ light" devices.

A) green B) red C) yellow D) purple Answer: A LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Moderate Classification: Application AACSB: Application of knowledge 32) Statistical analysis computer programs ________.

A) compute the statistic that the user requests B) automatically identify and compute the correct statistic C) always compute the z value D) cannot compute the t value Answer: B LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Moderate Classification: Application AACSB: Application of knowledge 33) Statisticians have been able to show that the normal bell curve property also occurs when the sample size is 30 observations or fewer.

Answer: FALSE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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34) Any instance when the sample size is 30 or fewer requires the use of a t test.

Answer: TRUE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) With SPSS, the analyses of differences are referred to as z tests.

Answer: FALSE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Easy Classification: Application AACSB: Application of knowledge 36) With SPSS, you must indicate whether you want the t value or the z value to be computed.

Answer: FALSE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Moderate Classification: Application AACSB: Application of knowledge 37) A sample size of 15 observations requires the use of a t test.

Answer: TRUE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) A sample size of 50 observations would require the use of a z test.

Answer: TRUE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Easy Classification: Application AACSB: Application of knowledge 39) Virtually every statistical test or procedure involves the computation of some critical statistic, and that statistic is used to determine the statistical significance of the findings.

Answer: TRUE LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Easy Classification: Application AACSB: Application of knowledge

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40) Sometimes researchers deal with small sample sizes. What is a t test and a z test? When should each of these be used? How does SPSS eliminate a researcher's worry regarding t and z tests?

Answer: Students should demonstrate a basic understanding of both the t and the z tests.

Definitions might be worded like the following: The t test is defined as the statistical inference test to be used with small samples sizes (n ≤ 30). Any instance when the sample size is 30 or greater requires the use of a z test. Answers will also mention that the great advantage to using statistical analysis routines on a computer is that they are programmed to compute the correct statistic.

Answers may mention that the researcher does not need to decide whether they want the program to compute a t value, a z value, or some other value. With SPSS, the analyses of differences are referred to as t tests. SPSS will always determine the correct significance level whether it is a t or a z, so the researcher does not need to worry about which statistic to use.

LO: 11.2: Describe how SPSS eliminates the worry of small samples Difficulty: Easy Classification: Application AACSB: Application of knowledge 41) A(n) ________ variable requires that the researcher compare percentages.

A) ordinal B) scale C) nominal D) dependent Answer: C LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 42) A scale variable requires comparing ________.

A) percentages B) means C) modes D) medians Answer: B LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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43) Statistical tests are used when a researcher wants to ________ of two different groups or samples.

A) compare the means or percentages B) differentiate between the means or a percentage C) compare medians or percentages D) invalidate a means or percentage Answer: A LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 44) It takes ________ steps to perform the test of significance of differences between two percentages.

A) two B) three C) five D) ten Answer: B LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Easy Classification: Application AACSB: Application of knowledge 45) A(n) ________ hypothesis is used to test whether a true difference exists between two group percentages.

A) alternative B) causal C) null D) attributive Answer: C LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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46) To test whether a true difference exists between two group percentages, the researcher tests the null hypothesis, which is the hypothesis that the difference in the population parameters is ________.

A) less than ten B) greater than one C) equal to zero D) a positive number Answer: C LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Easy Classification: Application AACSB: Application of knowledge 47) What is the first required step when a researcher wants to perform the test of significance of differences between two percentages, each representing a separate group (sample)?

A) Subtract the two percentages B) Add the two medians of the percentages C) Divide each of the two percentages D) A comparison of the two percentages Answer: D LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 48) In the ________ step of testing the significance of differences between two percentages, the difference is translated into several standard errors away from the hypothesized value of zero.

A) first B) second C) third D) fifth Answer: B LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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49) A researcher can test the null hypothesis that no differences exist between the two group means (or percentages) by using a ________.

A) confidence interval test B) differences test C) Chi-square test D) Spearman correlation Answer: B LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 50) The procedure for testing significance of difference between two means from two different groups (either two different samples or two different groups in the same sample) is ________ the procedure used in testing two percentages.

A) different from B) the opposite of C) identical to D) like Answer: C LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 51) A researcher has two percentages and wants to know if the percentages are statistically different. The researcher calculates the z value and finds that it is 4.21. This means that the two percentages ________.

A) are the same B) are not statistically different C) have a 421% chance of not being different D) are statistically different Answer: D LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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52) The ________ value is based on a procedure called "Levene's Test for Equality of Variances."

A) z B) F C) t D) p Answer: B LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 53) Statistical tests are used when a researcher wants to compare the percentages or means of two different groups or samples.

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 54) Independent samples are treated as representing two potentially similar populations.

Answer: FALSE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 55) A researcher must fall back on statistical significance to determine whether the difference that is found between the two sample statistics is a true parameter difference.

Answer: FALSE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 56) The null hypothesis is the hypothesis that the difference in their population parameters is equal to zero.

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 57) With a differences test, the researcher tests the null hypothesis that no differences exist 269 Copyright © 2026 Pearson Education, Inc.

between the two group means (or percentages).

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 58) With a differences test, the null hypothesis states that the difference in population parameters is less than 1.

Answer: FALSE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 59) SPSS performs tests of the significance of the difference between the percentages of two groups. The researcher can then use SPSS to generate the relevant information and perform a hand calculation.

Answer: FALSE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 60) The null hypothesis states that no differences exist between the two group percentages or means.

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 61) With two groups, it is simple to apply the formulas to percentages to determine the significance of the differences; all that is needed is the sample size of each group.

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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62) Effect size is sometimes referred to as "practical significance."

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 63) The null hypothesis is supported when the computed z value is between -1.96 and +1.96.

Answer: TRUE LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) How does a market researcher handle making comparisons between two groups of respondents to determine whether there are statistically significant differences between them?

Answer: Students should mention that to make the comparisons. researchers must fall back on statistical significance to determine whether the difference that is found between the two sample statistics is a true population difference. Commentary should note that to test whether a true difference exists between two group percentages, researchers test the null hypothesis or the hypothesis that the difference in the population parameters is equal to zero. (The alternative hypothesis is that there is a true difference between them.) For a researcher to perform the test of significance of differences between two percentages, each representing a separate group (sample), the first step requires a comparison of the two percentages. The comparison is made by finding the arithmetic difference between the percentages. The second step requires that this difference be translated into several standard errors away from the hypothesized value of zero. Once the number of standard errors is known, knowledge of the area under the normal curve will yield an assessment of the probability of support for the null hypothesis.

LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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65) What is the significance of effect size?

Answer: Effect size is a measure of the meaningfulness of a statistical finding, so it can be described as "large," "small," or something in between. In other words, it is one thing to find that a difference is statistically significant, but it is something else entirely to find that a statistically significant difference is "large." Statistical significance is greatly influenced by sample size: Large sample sizes almost always accompany significant differences even when the absolute differences are very small. But effect size, which is sometimes referred to as "practical significance," is based on the magnitudes of the differences. So, by using effect size, it can be stated whether one statistically significant difference is larger or smaller than another one. Before the use of effect size, the meaningfulness of a differences test was a judgment call, but effect size is calculated and much more objective in its determination. To repeat an earlier point: Statistical significance establishes the stability of the finding, while effect size relates to that statistically significant finding's meaningfulness. Unfortunately, the calculation of effect size and its interpretation varies according to the statistical analysis situation. But there are rules of thumb used to label a calculated effect size as "large," "small," or something else, and IBM SPSS now has the option of reporting effect size when appropriate.

LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 66) What is the procedure for understanding differences between means from two different groups?

Answer: Answers may include something to the effect: The procedure for testing significance of difference between two means from two different groups (either two different samples or two different groups in the same sample) is identical to the procedure used in testing two percentages.

However, the equations differ because a scale variable is involved. Students should note that if the null hypothesis is true, when the researcher subtracts one group mean from the other, the result should be about zero.

LO: 11.3: Relate how to test for significant differences between two groups (percentages and averages), including how to use SPSS for these tests with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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67) ________ should be used when a researcher wants to compare the means of three, four, five, or more different groups.

A) Multiple regression B) Difference analysis C) Comparison analysis D) Analysis of variance Answer: D LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 68) ANOVA (analysis of variance) is an investigation of the differences between the group means to ascertain whether ________.

A) sampling errors or true population differences explain their failure to be equal B) true population differences explain the failure to be equal C) sampling errors or true population differences explain their true equality D) sampling errors explain the failure to be equal Answer: A LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 69) ANOVA is used when comparing the means of ________ groups.

A) exactly two B) more than ten C) less than five D) an odd number of Answer: B LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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70) Running multiple t tests of the significance of the difference between means is ________ using ANOVA. A) about the same as B) significantly more effective than C) much less advantageous than D) slightly better than Answer: C LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 71) Which of the following describes one of the primary advantages of using ANOVA? A) It immediately notifies the researcher of potential problems.

B) It raises cautionary issues of concern regarding differences.

C) It allows the researcher to find similarities.

D) It immediately notifies the researcher if there is any significant difference.

Answer: D LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 72) Arranging the means so significant differences can be located and interpreted easily ________.

A) is a primary advantage of using ANOVA B) is not possible using ANOVA C) is a primary advantage of performing multiple t tests D) occurs both in ANOVA and multiple t tests Answer: A LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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73) ________ tests are options available to determine where the pair(s) of statistically significant differences between the means exist(s).

A) Ad hoc B) Hypotheses C) Post hypothesis D) Post hoc Answer: D LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 74) The text's preferred post hoc test is ________ because its presentation is easy to interpret.

A) Duncan's multiple range test B) Scheffe's test C) Tukey's test D) Neuman-Keuls' test Answer: A LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 75) Which of the following in the ANOVA table indicates the level of significance?

A) Minus Sig. value B) Sig. value C) Null Sig. value D) Positive Sig. value Answer: B LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Easy Classification: Application AACSB: Application of knowledge

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76) The researcher will inspect the means for differences if the Sig. value is ________.

A) negative B) equal to 0 C) greater than 0.05 D) less than 1 Answer: C LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Easy Classification: Application AACSB: Application of knowledge 77) The researcher can use ________ to identify the pair or pairs of groups where the means are significantly different if the Sig. value is 0.05 or less.

A) a null hypothesis for differences test B) analysis of variance C) a paired samples test for the difference between two means D) a post hoc procedure such as Duncan's multiple range test Answer: D LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 78) Why is ANOVA more efficient and convenient?

A) It prevents performing successive independent sample similarities tests.

B) It prevents performing successive dependent sample differences tests.

C) It prevents performing successive independent sample differences tests.

D) It prevents performing an independent sample differences test.

Answer: C LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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79) ________ is/are a valuable tool for discovering differences between and among multiple market segments.

A) t tests B) z tests C) Post hoc tests D) Analysis of variance Answer: D LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 80) ANOVA is used when comparing the means of two groups or fewer.

Answer: FALSE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Easy Classification: Application AACSB: Application of knowledge 81) In using analysis of variance, there is a desire on the part of the researcher to determine whether a statistically significant difference exists between the means for any two groups in a sample with a given variable with a specific number of groups.

Answer: FALSE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82) The end result of analysis of variance is an indication to the market researcher as to whether a significant difference at some chosen level of statistical significance exists between at least two group means.

Answer: TRUE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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83) ANOVA will signal when at least one pair of means has a statistically significant difference.

Answer: TRUE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 84) There are over a dozen post hoc tests to choose from to determine where the pair(s) of statistically significant differences between the means exist(s).

Answer: TRUE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Easy Classification: Application AACSB: Application of knowledge 85) Post hoc tests determine precisely which but not how many statistically significant differences exist.

Answer: FALSE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge 86) Duncan's multiple range test provides output that is mostly a "picture" of what means are significantly different; however, it is less statistical than most of the other post hoc tests.

Answer: TRUE LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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87) Researchers often want to test for significant differences between means of more than two groups. What method is best used for investigation of significant differences between means of more than two groups? What is the value of this method to researchers? What are the advantages of this method?

Answer: Commentary should focus on analysis of variance (ANOVA) as the method a researcher would use to compare the means of three, four, five, or more different groups. Answers will discuss ANOVA as an investigation of the differences between the group means to ascertain whether sampling errors or true population differences explain the failure to be equal. At minimum, answers should state that markets are often comprised of several market segments, not just two, so ANOVA is a valuable tool for discovering differences between and among multiple market segments. More expansive answers may discuss that the result of analysis of variance is an indication to the market researcher as to whether a significant difference at some chosen level of statistical significance exists between at least two group means. Answers should state that ANOVA is considered a "signaling technique." Comments should mention two primary advantages: First, it immediately notifies the researcher if there is any significant difference, because all they need to do is to look at the Sig. value or the "green light." Second, it arranges the means so the significant differences can be located and interpreted easily.

LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Difficult Classification: Application AACSB: Application of knowledge 88) What is the option a researcher may use to determine where the pair(s) of statistically significant differences between the means exist(s)? What options are available within SPSS to assist? Of the options, which one provides the "best picture" and why?

Answer: Students should state that post hoc tests are options available to determine where the pair(s) of statistically significant differences between the means exist(s). Answers may state that post hoc tests are a type of ANOVA test. Comments should mention that SPSS contains at least a dozen of these tests from which to choose. However, answers will mention Duncan's multiple range test as the most often used of these tests. The advantage of Duncan's multiple range test is that it provides output that is mostly a "picture" of what means are significantly different, and it is much less statistical than most of the other post hoc tests.

LO: 11.4: Explain analysis of variance or testing for significant differences in means among more than two groups, including how to use SPSS for this test with effect size Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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89) Significant differences ________.

A) rarely have important market segmentation implications B) may be hidden deep within a report C) shouldn't be too obvious to the client D) must not be highlighted by the researcher Answer: B LO: 11.5: Understand how to report group differences tests to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 90) The public reporting of findings has ________ for the market researcher, as they must ensure that the report is accurate, valid, and not misleading.

A) a significant ethical responsibility B) a significant revenue burden C) significant professional implications D) significant career implications Answer: A LO: 11.5: Understand how to report group differences tests to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 91) Finding significant differences is exciting to market researchers because it means that the researcher will have something that is potentially very useful to report to the client.

Answer: TRUE LO: 11.5: Understand how to report group differences tests to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 92) In presenting results to clients, market researchers have the obligation and the ethical responsibility to report both good and bad news.

Answer: TRUE LO: 11.5: Understand how to report group differences tests to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge

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93) When a researcher wants to determine if two means of two different questions using the same scale format and answered by the same respondents in the sample are significantly different, they would use what type of test?

A) Paired samples test for the difference between respondents B) Paired samples test for the difference between two means C) Paired samples test for the difference between two medians D) Non-paired samples test for the difference between two means Answer: B LO: 11.6: Comprehend differences between two percents or two means in the same sample Difficulty: Difficult Classification: Application AACSB: Application of knowledge 94) The ________ when using a paired samples test for the difference between two means.

A) means must be measured independently B) variables should not be measured on the same scale C) variables must be measured on the same scale D) non-variables must be measured on the same scale Answer: C LO: 11.6: Comprehend differences between two percents or two means in the same sample Difficulty: Difficult Classification: Application AACSB: Application of knowledge 95) Pair percents ________ tested.

A) are never B) are always C) cannot be D) are rarely Answer: D LO: 11.6: Comprehend differences between two percents or two means in the same sample Difficulty: Moderate Classification: Application AACSB: Application of knowledge 96) A paired samples test for the difference between two means can be used for segmentation purposes.

Answer: FALSE LO: 11.6: Comprehend differences between two percents or two means in the same sample Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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97) Researchers cannot test the significance of the difference between two means for two different questions answered by the same respondents using the same scale.

Answer: FALSE LO: 11.6: Comprehend differences between two percents or two means in the same sample Difficulty: Difficult Classification: Application AACSB: Application of knowledge 98) When the researcher is reporting differences found from ANOVA, data visualization becomes more challenging, as there can be overlap of nonsignificant differences and significant differences.

Answer: TRUE LO: 11.6: Comprehend differences between two percents or two means in the same sample Difficulty: Difficult Classification: Application AACSB: Application of knowledge 99) SPSS uses the convention ________ for the null hypothesis significance test.

A) "Two-Sided p" B) "Three-Sided t" C) "Half-sided z" D) "Double n" Answer: A LO: 11.7: Comprehend null hypotheses for differences tests Difficulty: Moderate Classification: Application AACSB: Application of knowledge 100) When testing for the differences between two group percentages, if the null hypothesis is not supported a difference does exist between the percentages of the two populations.

Answer: TRUE LO: 11.7: Comprehend null hypotheses for differences tests Difficulty: Moderate Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 12 Making Use of Associations Tests 1) Associative analysis determines whether ________.

A) a stable relationship exists between two variables B) one variable is changeable C) three variables have any connection to each other D) a variable and a constant exist in a given situation Answer: A LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 282 Copyright © 2026 Pearson Education, Inc.

2) With scale variables, the relationship is between their ________.

A) labels B) levels C) descriptions D) affiliations Answer: B LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) With an association, a researcher ________ make causal assertions because some other variable(s) might have some influence.

A) can always B) can sometimes C) cannot D) must Answer: C LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 4) ________ is NOT one of the four basic types of relationships between two variables.

A) Linear B) Curvilinear C) Nonmonotonic D) Elliptical Answer: D LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 5) A ________ relationship can be represented by the formula y = mx + b.

A) linear B) monotonic C) curvilinear D) nonmonotonic Answer: A LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) S-shapes and J-shapes are examples of ________ relationships.

A) linear 283 Copyright © 2026 Pearson Education, Inc.

B) curvilinear C) semi-curvilinear D) monotonic Answer: B LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 7) A ________ relationship is one in which the presence (or absence) of the label for one variable is systematically associated with the presence (or absence) of the label for another variable.

A) linear B) curvilinear C) monotonic D) nonmonotonic Answer: D LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 8) The term ________ essentially means that although there is no discernible direction to the relationship, a relationship exists and can be described.

A) nonlinear B) noncurvilinear C) nonelliptical D) nonmonotonic Answer: D LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 9) Associative analyses cannot determine whether stable relationships exist between two variables.

Answer: FALSE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Easy Classification: Application AACSB: Application of knowledge 10) A relationship is a consistent and systematic linkage between the levels or labels for two variables.

Answer: TRUE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Easy Classification: Application AACSB: Application of knowledge 284 Copyright © 2026 Pearson Education, Inc.

11) There are three basic types of relationships between two variables: linear, curvilinear, and nonmonotonic.

Answer: TRUE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Easy Classification: Application AACSB: Application of knowledge 12) Because they are not cause-and-effect relationships, statistical affiliations or relationships cannot provide insights that lead to understanding.

Answer: FALSE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Easy Classification: Application AACSB: Application of knowledge 13) In the equation for a straight line, x represents the dependent variable being estimated or predicted.

Answer: FALSE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 14) With a nonmonotonic relationship, when the presence of one label for a variable is found, a researcher will tend to find the presence of a specific label of another variable.

Answer: TRUE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 15) A linear relationship is precise and contains a good deal of information.

Answer: TRUE LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Easy Classification: Application AACSB: Application of knowledge 16) There are instances in which a marketing researcher wants to see if there is a relationship between the responses to one question and the responses to another question in the same survey.

Identify the three types of possible relationships. Discuss how they differentiate.

Answer: Discussion should identify the three types of possible relationships as: 1. Linear; 2.

Curvilinear; 3. Nonmonotonic. Students should differentiate with content like the following: First, a linear relationship is characterized by a straight-line appearance if the variables are plotted against one another on a graph. Second, a curvilinear relationship means the pattern has a definite curved shape. Third and finally, a nonmonotonic relationship indicates that the presence (or 285 Copyright © 2026 Pearson Education, Inc.

absence) of a label for one nominal variable is systematically associated with the presence (or absence) of a label for another nominal variable.

LO: 12.1: Describe the types of relationships (or associations) between two variables Difficulty: Moderate Classification: Application AACSB: Application of knowledge 17) The presence of a relationship between two variables is determined by a ________ test.

A) descriptive B) raw percentages C) statistical D) tabulation Answer: C LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 18) Presence ________.

A) is not a statistical issue B) finds that a systematic association exists between two variables of interest C) is not one of the three ways a relationship can be characterized D) exists when a statistical test confirms the null hypothesis Answer: B LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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19) For a linear relationship, if ________ is ________, then the linear relationship is increasing.

A) b; positive B) b; negative C) a; positive D) a; negative Answer: A LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Difficult Classification: Application AACSB: Application of knowledge 20) Which of the following describes how the researcher knows if the relationship between variables is positive or negative?

A) Significance B) General C) Pattern D) Direction Answer: D LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Easy Classification: Application AACSB: Application of knowledge 21) For ________ relationships, positive or negative direction is inappropriate because only the pattern can be verbally described.

A) monotonic B) nonmonotonic C) linear D) curvilinear Answer: B LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Easy Classification: Application AACSB: Application of knowledge 22) A ________ is one in which there is a high probability that the two variables will exhibit a dependable relationship.

A) high degree of association B) low degree of association C) high degree of pattern D) low degree of pattern Answer: A LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 287 Copyright © 2026 Pearson Education, Inc.

23) The strength of ________ is commonly described using words like strong, moderate, or weak.

A) pattern B) direction C) association D) presence Answer: C LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 24) ________ can embody only imprecise, pattern-like, relationships.

A) Interval scales B) Ratio scales C) Numeric scales D) Nominal scales Answer: D LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 25) When a researcher determines a true relationship exists in the population by means of the correct statistical test, they then establish its ________.

A) direction or pattern B) pattern and specificity C) significance or pattern D) direction or significance Answer: A LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 26) Presence, a statistical issue, refers to the finding that a systematic relationship exists between the two variables of interest in the population.

Answer: TRUE LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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27) With nonmonotonic relationships, associations may be described with regard to direction.

Answer: FALSE LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 28) With nominally scaled variables, a researcher typically inspects Cramer's V coefficient to judge the strength.

Answer: TRUE LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Difficult Classification: Application AACSB: Application of knowledge 29) There is an orderly procedure for determining the presence, direction, and strength of a relationship.

Answer: TRUE LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Easy Classification: Application AACSB: Application of knowledge 30) Some associative analysis statistics, such as correlations, indicate the strength of the relationship in a straightforward manner–that is, just by their absolute size.

Answer: TRUE LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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31) Depending on its type, a relationship is usually characterized in three ways: by its presence, direction, and strength of association. Discuss these three ways of characterizing relationships and their meaning relative to association.

Answer: Commentary should demonstrate a clear understanding of presence, direction, and strength of association. Answers should include a general definition of each and how each relates to association. Students should include some form of the following: Presence refers to the finding that a systematic relationship exists between the two variables of interest in the population.

Presence is a statistical issue. By this statement, it is meant that the marketing researcher relies on statistical significance tests to determine if there is sufficient evidence in the sample to support the claim that a particular association is present in the population. Direction means that the researcher knows if the relationship is positive or negative, whereas pattern means the researcher knows the general nature of the relationship. Finally, when present, that is, statistically significant, the association between two variables can be envisioned as to its strength, commonly using words such as "strong," "moderate," "weak," or some similar characterization. Answers should mention that there is an orderly procedure for determining the presence, direction, and strength of a relationship.

LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Moderate Classification: Application AACSB: Application of knowledge 32) There is an orderly procedure for determining the presence, direction, and strength of a relationship. Outline and briefly discuss the six steps involved in the procedure for analyzing the relationship between two variables.

Answer: Students may informally outline the six steps involved in the procedure for analyzing the relationship between two variables (see outline in Table 14.1 of the chapter in the text). Steps may be exactly quoted or paraphrased as follows: Step 1. Choose variables to analyze. (Identify two variables the researcher thinks might be related.)

Step 2. Determine the scaling assumptions of the chosen variables.

Step 3. Use the correct relationship analysis. (For two scale (interval and/or ratio scale) variables, use correlation; for two nominal variables, use cross-tabulation.)

Step 4. Determine if the relationship is present. (If the analysis shows the relationship is statistically significant, it is present.)

Step 5. If present, determine the direction of the relationship. (A linear (scale variables) relationship will be either increasing or decreasing; a nonmonotonic relationship (nominal scales) will require looking for a pattern.)

Step 6. If present, assess the strength of the relationship. (With correlation, the size of the coefficient denotes strength; with cross-tabulation, the pattern is subjectively assessed.)

LO: 12.2: Relate how relationships between two variables may be characterized Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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33) The correlation coefficient is an index number, constrained to fall between ________ and ________, that communicates both the strength and the direction of a linear relationship between two scale variables.

A) 0; 1 B) 0; 10 C) -1; 1 D) -10; 10 Answer: C LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 34) ________ describes the amount of change in one variable systematically associated with a change in another variable.

A) Systematic association B) Standard deviation C) Covariation D) Correlation Answer: C LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) A correlation that is not statistically significant ________ regardless of its absolute value.

A) has some perceptible meaning B) has significant meaning C) requires additional examination D) has no meaning at all Answer: D LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Easy Classification: Application AACSB: Application of knowledge

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36) To use a correlation, a researcher must first determine that it is statistically significant from ________.

A) -1 B) 0 C) 1 D) 10 Answer: B LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 37) Correlations falling between the absolute values of ________ generally indicate a "strong" association.

A) 1.00 and 0.81 B) 0.80 and 0.61 C) 0.60 and 0.41 D) 0.21 and 0.40 Answer: B LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 38) Any correlation falling between the absolute value range of ________ is usually considered indicative of a "weak" association between the variables.

A) 0.80 and 0.61 B) 1.00 and 0.81 C) 0.21 and 0.40 D) 0.60 and 0.41 Answer: C LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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39) Why is any correlation that is ≤ the absolute value of 0.20 typically uninteresting to marketing researchers?

A) It never identifies a meaningful association between two variables.

B) It only raises additional issues that go beyond the scope of the calculations.

C) It raises issues related to validity and accuracy.

D) It rarely identifies a meaningful association between two variables.

Answer: D LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 40) If a researcher found a significant correlation of 0.83 between years of education and hours spent attending Golden State Warriors' basketball games, what would it mean?

A) People with more education spend more time attending Warriors' basketball games.

B) People with less education spend more time attending Warriors' basketball games.

C) People with more education spend less time attending Warriors' basketball games.

D) People with less education spend less time attending Warriors' basketball games.

Answer: A LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Difficult Classification: Application AACSB: Application of knowledge 41) A ________ diagram is the type of diagram where covariation can be examined.

A) Venn B) scatter C) cause and effect D) flowchart Answer: B LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 42) The greater the absolute size of the correlation coefficient, the lower the covariation between the two variables, or the weaker is the relationship.

Answer: FALSE LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 293 Copyright © 2026 Pearson Education, Inc.

43) A correlational survey was repeated many, many times and computed the average for a correlation that was not significant across all these surveys. Even though repeated many times, the repetitive effort would never be significant.

Answer: TRUE LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Difficult Classification: Application AACSB: Application of knowledge 44) A correlation of 0.50 indicates an association of moderate strength.

Answer: TRUE LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Difficult Classification: Application AACSB: Application of knowledge 45) Rules of thumb exist concerning the strength of a correlation based on its absolute size.

Answer: TRUE LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Easy Classification: Application AACSB: Application of knowledge 46) The correlation for a ball-shaped scatter diagram is zero because there is no discernable linear relationship.

Answer: TRUE LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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47) Associations can be characterized by presence, direction, and strength, depending on the scaling assumptions of the questions being compared. Discuss how these characteristics are readily seen in correlation analysis.

Answer: Discussion should focus on how presence, direction, and strength are seen in correlation analysis. Answers will vary, but should contain some or all of the following commentary: These characteristics are readily seen in correlation analysis. A correlation coefficient is an index number, constrained to fall between +1.0 and -1.0, which communicates both the strength and the direction of association between two variables. The sign indicates the direction of the relationship, and the absolute size indicates the strength of the association. Normally, correlations in excess of ±0.8 are considered high.

LO: 12.3: Explain correlation coefficients and covariation, including rules of thumb for assessing the strength of a statistically significant correlation coefficient Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) ________ measures the linear relationship between two interval- and/or ratio-scaled variables (scale variables) such as those depicted conceptually by scatter diagrams.

A) An associative analysis B) The Chi-square formula C) The Pearson product-moment correlation D) Cramer's V Answer: C LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 49) ________ will appear on a scatter diagram when a researcher uses the Pearson product-moment correlation to diagram two highly correlated variables.

A) A tight hexagonal pattern B) A single small square C) Two triangular patterns D) A tight ellipse pattern Answer: D LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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50) The Pearson correlation coefficient indicates ________.

A) the degree of the association only B) the direction of the association only C) both the degree and direction of the association D) neither the degree nor the direction of the association Answer: C LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 51) The Pearson product-moment correlation measures the linear relationship between two interval- and/or ratio-scaled variables (scale variables) such as those depicted conceptually by scatter diagrams.

Answer: TRUE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 52) The correlation coefficient that can be computed between two variables is a measure of the "closeness" of the scatter points to the straight line.

Answer: TRUE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 53) The width of the ellipse has nothing to do with the size of the correlation coefficient.

Answer: FALSE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 54) In a relationship where as one variable increases the other decreases, the Pearson correlation coefficient is positive.

Answer: FALSE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 296 Copyright © 2026 Pearson Education, Inc.

55) The Pearson product-moment correlation formula is standardized to fall between -1.0 and +1.0.

Answer: TRUE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 56) In the formula for the Pearson correlation, the numerator represents the cross-products sum and indicates the covariation or "covariance" between x and y.

Answer: TRUE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 57) A correlation matrix is asymmetric.

Answer: FALSE LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Easy Classification: Application AACSB: Application of knowledge 58) What is the Pearson product-moment correlation coefficient? How does the Pearson product-moment correlation coefficient indicate not only degree of association but also direction?

Answer: Student discussion should include some variation of the following: The Pearson product-moment correlation measures the linear relationship between two interval- and/or ratio-scaled variables (scale variables) such as those depicted conceptually by scatter diagrams.

The correlation coefficient that can be computed between the two variables is a measure of the "closeness" of the scatter points to the straight line. Two highly correlated variables will appear on a scatter diagram as a tight ellipse pattern. The Pearson product-moment correlation and other linear association correlation coefficients indicate not only the degree of association but the direction as well. The sign of the correlation coefficient indicates the direction of the relationship.

Negative correlation coefficients reveal that the relationship is opposite: As one variable increases, the other variable decreases. Positive correlation coefficients reveal that the relationship is increasing: Larger quantities of one variable are associated with larger quantities of another variable.

LO: 12.4: Illustrate a Pearson product-moment correlation coefficient and its interpretation, including how to use SPSS to obtain Pearson correlations Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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59) Only statistically significant correlations should be interpreted.

Answer: TRUE LO: 12.5: Articulate warnings related to the interpretation of correlations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) Losing sight of which step is entirely possible when a statistical analysis program issues a great many correlations often in a layout that is confusing to first-time data analysts?

A) Take time to organize a visually cogent presentation B) Take time to see if a significant correlation exists before reporting it C) Take enough time to learn the datalytics and visualization D) Take enough time to see if research results correlate with research objectives Answer: B LO: 12.6: Show how to communicate correlation findings insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 61) There is a universally accepted marketing research industry standard on how to report statistically significant correlations to clients.

Answer: FALSE LO: 12.6: Show how to communicate correlation findings insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) Marketing researchers usually have a "target" or a "focal" variable in mind, and they look at correlations of other variables of interest with this target variable.

Answer: TRUE LO: 12.6: Show how to communicate correlation findings insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) ________ and ________ are used to determine whether a nonmonotonic relationship exists between two nominal-scaled variables.

A) Observed frequencies; t tests B) Cross-tabulation; t tests C) Cross-tabulation; Chi-square tests D) Observed frequencies; Chi-square tests Answer: C LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Moderate Classification: Application AACSB: Application of knowledge 298 Copyright © 2026 Pearson Education, Inc.

64) In a cross-tabulation table, the intersection of a row and a column is called a cross-tabulation ________.

A) variable B) frequency C) record D) cell Answer: D LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Difficult Classification: Application AACSB: Application of knowledge 65) What is the alternative term for a cross-tabulation table?

A) r × c table B) t × n table C) c × x table D) z × t table Answer: A LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Easy Classification: Application AACSB: Application of knowledge 66) Cross-tabulation can only be used for two variables; each variable must have well-defined labels.

Answer: FALSE LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Moderate Classification: Application AACSB: Application of knowledge 67) A cross-tabulation table is sometimes referred to as a "c × c" (c-by-c) table.

Answer: FALSE LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Easy Classification: Application AACSB: Application of knowledge 68) The number of rows and columns in a cross-tabulation table must be equal.

Answer: FALSE LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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69) A cross-classification frequencies table is two separate tables overlaid on one another, a Row Frequencies Table and a Column Frequencies Table.

Answer: TRUE LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Easy Classification: Application AACSB: Application of knowledge 70) The column percentages table divides the raw frequencies by the total cell frequencies.

Answer: FALSE LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Easy Classification: Application AACSB: Application of knowledge 71) Raw frequencies can be converted to raw percentages by dividing each by the grand total.

Answer: TRUE LO: 12.7: Describe cross-tabulations, including how they appear in a table Difficulty: Easy Classification: Application AACSB: Application of knowledge 72) ________ analysis is the examination of frequencies for two nominally scaled variables in a cross-tabulation table to determine whether the variables have a statistically significant nonmonotonic relationship.

A) Associative B) Chi-square ( ) C) Pearson product-moment D) Cramer's V Answer: B LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 73) Chi-square analysis ________ takes the null hypothesis into account.

A) never B) always C) sometimes D) rarely Answer: B LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 300 Copyright © 2026 Pearson Education, Inc.

74) ________ frequencies are the actual cell counts in the cross-tabulation table.

A) Calculated B) Non-observed C) Estimated D) Observed Answer: D LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 75) The ________ statistic is the degree to which the observed frequencies depart from the expected frequencies expressed in a single number.

A) Chi-square test B) t-test C) z-test D) analysis of variable Answer: A LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 76) The Chi-square distribution's shape changes depending on the number ________.

A) of rows B) of degrees of freedom C) in the sample D) of restricted degrees Answer: B LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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77) If a Chi-square analysis yielded a 0.02 significance level for the null hypothesis, the researcher would conclude that only 2% of the time would they find evidence to support the null hypothesis.

Since the null hypothesis is not supported, this means there ________.

A) is no significant association B) is a need to perform multiple Chi-square analyses C) is a significant association D) may be inaccurate conclusions regarding the calculation Answer: C LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 78) Chi-square analysis assesses the statistical significance of nonmonotonic associations in cross-tabulation tables.

Answer: TRUE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 79) The formal procedure for Chi-square analysis begins when the researcher formulates the alternative hypothesis that the two variables under investigation are associated in the population.

Answer: FALSE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 80) When dealing with Chi-square analysis, it is not necessary for the researcher to state a hypothesis in a formal sense.

Answer: TRUE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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81) Chi-square analysis compares observed frequencies to expected frequencies, which are defined as the theoretical frequencies derived from the hypothesis of the positive association between the two variables.

Answer: FALSE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82) The Chi-square test statistic summarizes how far the expected frequencies depart from the observed cell frequencies.

Answer: TRUE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 83) The Chi-square distribution is skewed to the left and the rejection region is always at the left-hand tail of the distribution.

Answer: FALSE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 84) The Chi-square distribution's shape is determined by the number of degrees of freedom.

Answer: TRUE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Difficult Classification: Application AACSB: Application of knowledge 85) The greater the degrees of freedom, the larger the Chi-square value must be to fall in the rejection region for the null hypothesis.

Answer: TRUE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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86) Chi-square analysis is best interpreted as a prerequisite to looking more closely at the two variables to discern the nature of the association that exists between them.

Answer: TRUE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 87) The Chi-square distribution differs from the normal and t distributions in that it maintains its shape whatever the situation at hand, and it has negative values.

Answer: FALSE LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 88) Define and discuss Chi-square analysis and its use in cross-tabulation.

Answer: Students should define Chi-square analysis as something to the effect: Chi-square analysis assesses the statistical significance of nonmonotonic associations in cross-tabulation tables. Discussions may state that with Chi-square analysis, a cross-tabulation table is prepared for two nominally scaled questions, and the Chi-square test statistic is computed to determine whether the observed frequencies (those found in the survey) differ significantly from what would be expected if there were no nonmonotonic relationship between the two. If the null hypothesis of no relationship is rejected, the researcher then looks at the cell percentages to identify the underlying pattern of association.

LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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89) With respect to Chi-square analysis, describe observed and expected frequencies. What is the relationship between observed/expected frequencies and the Chi-square statistic?

Answer: Discussion should clearly demonstrate the understanding of both observed and expected frequencies. Observed frequencies should be described as actual cell counts in the cross-tabulation table. These observed frequencies are compared to expected frequencies, which are defined as the theoretical frequencies that are derived from this hypothesis of no association between the two variables. Answers will vary, but should state that the degree to which the observed frequencies depart from the expected frequencies is expressed in a single number called the Chi-square test statistic. The computed Chi-square test statistic is then compared to a table Chi-square value (at a chosen level of significance) to determine whether the computed value is significantly different from zero.

LO: 12.8: Summarize Chi-square analysis, including how it is used in cross-tabulation analysis, along with size, including how to use SPSS to perform cross-tabulation analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) Researchers often turn to ________ to reveal the nonmonotonic relationships found to be significant in cross-tabulation tables, which show the relationships very adequately.

A) tabular presentations B) real-life examples C) side-by-side comparisons D) graphical presentations Answer: D LO: 12.9: Show how to communicate cross-tabulation findings insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 91) A handy graphical tool that illustrates a nonmonotonic relationship is a ________ chart, in which two variables are accommodated simultaneously.

A) stacked bar B) horizontal bar C) grouped bar D) pie Answer: A LO: 12.9: Show how to communicate cross-tabulation findings insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge

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92) Comparing effect sizes across dissimilar cross-tabulations, such as marital status cross-tabulations compared to education level cross-tabulations, is not advised.

Answer: TRUE LO: 12.9: Show how to communicate cross-tabulation findings insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 93) A researcher would use ________ if two variables have nominal-scaling assumptions.

A) cross-tabulation analysis B) analysis of variance C) regression analysis D) multivariate analysis Answer: A LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 94) A researcher might be tempted to believe that more company salespeople cause more company sales or that an increase in the competitor's salesforce in a territory takes away sales. Correlation should ________.

A) reaffirm that cause-and-effect relationships exist B) not be interpreted to demonstrate such cause-and-effect relationships C) not be interpreted to demonstrate corporate revenue would be affected D) confirm that relationships between two different sales variables exist Answer: B LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Easy Classification: Application AACSB: Application of knowledge 95) A researcher may consider running a scatter plot when they ________ but still believe some relationship exists between two variables.

A) find an indication that there is an association B) cannot calculate a significant association C) do not find a significant or strong correlation D) cannot justify more expensive research to find a significant correlation Answer: C LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 306 Copyright © 2026 Pearson Education, Inc.

96) A ________ can be used to "see" a nonmonotonic relationship.

A) bar chart B) pie chart C) scatter plot D) Venn diagram Answer: A LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Easy Classification: Application AACSB: Application of knowledge 97) Correlation will not detect ________ between variables.

A) nonlinear relationships B) linear relationships C) significant relationships D) parallel significance Answer: A LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 98) Association demonstrates cause and effect.

Answer: FALSE LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) A correlation coefficient merely investigates the presence, strength, and direction of a linear relationship between two variables.

Answer: TRUE LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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100) What are some of the special considerations researchers must consider when performing association analyses such as correlations and cross-tabulations?

Answer: Comments should note that with correlations as well as cross-tabulations, it is important to keep in mind that only two variables are being examined and that all other variables are explicitly assumed to not have influence in the relationship. Answers will include a statement to the effect that while it is tempting to do so, one should not infer any "cause-and-effect" relationship exists between the two variables. Discussions may mention that correlations should be envisioned within the context of the linear relationship assumptions that underpin them, and cross-tabulation relationships should be interpreted with the appropriate percentages, using tables or helpful bar charts to display the patterns that have been discovered.

LO: 12.10: Articulate four cautions to bear in mind when working with association analyses such as correlations and cross-tabulations Difficulty: Moderate Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 13 Understanding Regression Analysis Basics 1) ________ is the predictive analysis technique in which one or more variables are used to predict the level of another by use of the straight-line formula.

A) Regression analysis B) Correlation C) Analysis of variables D) Predictive analytics Answer: A LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 2) Simple regression is another term for ________ regression.

A) dual B) bivariate C) complex D) noncomplex Answer: B LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 3) Which of the following equation forms the basis of regression analysis?

A) Dual-line B) Regression C) Straight-line 308 Copyright © 2026 Pearson Education, Inc.

D) Variable Answer: C LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge

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4) Regression is ________ related to correlation by the underlying straight-line relationship, but extends correlation to a considerable degree.

A) indirectly B) not C) inversely D) directly Answer: D LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 5) Which of the following is the formula for a straight-line relationship?

A) y = a + bx B) y = ax + b C) ay = b + x D) x = a + by Answer: A LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 6) The dependent variable in the formula for a straight-line relationship is represented by which of the following?

A) a B) b C) x D) y Answer: D LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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7) The slope is customarily termed ________ in the regression formula.

A) a B) b C) x D) y Answer: B LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 8) In the general equation for a straight line, the ________ is represented by a.

A) predicted variable B) independent variable C) intercept D) slope Answer: C LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 9) In the straight-line equation, the relationship between the independent and dependent variables ________.

A) is a causal one B) is strictly statistical C) is not statistical D) demonstrates cause-and-effect Answer: B LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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10) The least-squares criterion is a way of guaranteeing that the straight line that runs through the points on the scatter diagram is positioned so as to ________ the ________ distances away from the line of the various points.

A) minimize; horizontal B) minimize; vertical C) maximize; horizontal D) maximize; vertical Answer: B LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Difficult Classification: Application AACSB: Application of knowledge 11) The distances of all the points away from the regression line are called ________.

A) intercepts B) outliers C) residuals D) slopes Answer: C LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) With multivariate regression, one variable is used to predict another variable using the formula for a straight line.

Answer: FALSE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 13) Regression is directly related to correlation by the underlying straight-line relationship.

Answer: TRUE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge

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14) Bivariate regression means more than two variables are being analyzed.

Answer: FALSE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 15) In bivariate regression analysis, a cause-and-effect relationship exists between the dependent and independent variables.

Answer: FALSE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 16) When data points are being analyzed, outliers are points that "stick out like sore thumbs."

Answer: TRUE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 17) The least-squares criterion used in regression analysis guarantees that the "best" straight-line slope and intercept will be calculated.

Answer: TRUE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 18) A residual is a data point that is substantially outside the normal range of the data points being analyzed.

Answer: FALSE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge

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19) Identifying and eliminating outliers from the data points improves a regression analysis.

Answer: TRUE LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 20) What is regression analysis? How do market researchers use regression analysis?

Answer: Comments should include that market researchers use regression as a tool for making predictions. Answers should define regression analysis as a predictive analysis technique in which one or more variables are used to predict the level of another by use of the straight-line formula.

Discussion should mention that the basis of this technique is an assumed straight-line relationship existing between the variables. Students may also add that with bivariate regression, one variable is used to predict another variable using the formula for a straight line.

LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Easy Classification: Application AACSB: Application of knowledge 21) What is the basic concept behind bivariate regression? Describe the basic relationship of dependent and independent variables.

Answer: The discussion should include the basic concept of regression as a predictive analysis technique in which one or more variables are used to predict the level of another by use of the straight-line formula. Students may note that the bivariate regression equation is a model that ties together an independent variable and its dependent variable. The answer should state that bivariate regression analysis is a case in which only two variables are involved in the predictive model.

When only two variables are used, one is termed dependent, and the other is termed independent.

The dependent variable is that which is predicted, and it is customarily termed y in the regression straight-line equation. The independent variable is that which is used to predict the dependent variable, and it is the x in the regression formula.

LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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22) How does a researcher improve regression analysis?

Answer: Answers will focus on the use of scatter diagrams and outliers as one method of improving regression analysis. Comments will include a definition of the term "outlier" and its role within a scatter diagram such as: An outlier is a data point that is substantially outside the normal range of the data points being analyzed. Students may mention that outliers "stick out like a sore thumb." Discussion should note that researchers use a scatter diagram to identify outlier pairs of points. When using a scatter diagram to identify outliers, the researcher draws an ellipse that encompasses most of the points that appear to be in an elliptical pattern. Then eliminate outliers from the data and rerun the regression analysis. Answers should note that generally, this approach improves the regression analysis results.

LO: 13.1: Describe bivariate linear regression analysis, including basic concepts such as terms, assumptions, scatter diagrams, outliers, and equations Difficulty: Moderate Classification: Application AACSB: Application of knowledge 23) ________ of the concepts in bivariate regression apply to multiple regression analysis.

A) All B) None C) Several D) Just a handful Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 24) A(n) ________ model identifies independent and dependent variables and shows their expected basic relationships to one another.

A) general conceptual B) specific conceptual C) statistical D) analytical Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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25) Multiple regression analysis is an expansion of bivariate regression analysis because more than one ________ is used in the regression equation.

A) independent variable B) dependent variable C) intercept D) slope Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 26) Researchers work with a(n) ________ rather than a line in multiple regression.

A) scatter plot B) bivariate plane C) regression plane D) elliptical plane Answer: C LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 27) A multiple regression equation has two or more ________.

A) independent variables (x's) B) dependent variables (y's) C) slopes (b's) D) intercepts (a's) Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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28) As in ________, the multiple regression analysis model assumes that a straight-line (plane) relationship exists among the variables.

A) bivariate regression analysis B) correlation C) Chi-square analysis D) analysis of variables Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 29) Multiple R ranges from ________ and represents the amount of the dependent variable "explained," or accounted for, by the combined independent variables.

A) -1.0 to +1.0 B) 0 to +1.0 C) 0 to +10 D) 1.0 to 100.00 Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 30) The ________ is a handy measure of the strength of the overall linear relationship.

A) variable of causality B) coefficient of determination C) general conceptual model D) variance inflation factor Answer: D LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge

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31) Low multiple R values signal the ________.

A) regression plane contains multiple errors B) regression analysis should be rerun C) straight-line model does not apply well D) straight-line model applies well Answer: C LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 32) A multiple regression result is an estimate of the population multiple regression equation and, just as is the case with other estimated population parameters, it is necessary to test for ________.

A) the size of the population B) statistical significance C) standard deviation D) statistical non-significance Answer: B LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 33) Multicollinearity will violate the ________ of multiple regression analysis results when it occurs.

A) coefficient of determination B) independence assumption C) least-squares criterion D) general conceptual model Answer: B LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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34) The ________ is one common way to avoid multicollinearity, which is a type of warning statistic.

A) deflation factor (DF) B) regression factor (RF) C) variance inflation factor (VIF) D) standard variance factor (SVF) Answer: C LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) Of the following, which ONE variance inflation factor (VIF) would be a cause for concern?

A) 7 B) 4 C) 1 D) 12 Answer: D LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 36) A researcher should remove the variable from the independent variable set and rerun the multiple regression if the VIF factor is ________.

A) greater than 10 B) equal to 10 C) less than 10 D) approximately 10 Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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37) What does a researcher do with the mixed significance results they may have found in a multiple regression analysis?

A) Leave the nonsignificant independence variable and rerun the multiple regression.

B) Eliminate the nonsignificant independence variable and rerun the regression.

C) Expand the nonsignificant independence variable and rerun the regression.

D) Ignore the mixed significance results since they are meaningless.

Answer: B LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 38) Which of the following enables a market researcher to think in terms of fewer dimensions within which the dependent variable relationship operates?

A) Trimming process B) Analysis of variance process C) Screening device process D) Mixed significance test Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 39) Which of the following would a researcher use who might be seeking market segmentation bases to spot demographic variables related to the consumer behavior variable under study?

A) Standardized beta B) "Dummy" independent variable C) Screening device D) "Dummy" dependent variable Answer: C LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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40) Used as a(n) ________, multiple regression analysis identifies independent variables that qualify to be part of the final equation.

A) variance inflation factor B) outlier C) general conceptual model D) screening device Answer: D LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 41) There are instances in which a marketing researcher may want to use an independent variable that ________ assumption(s).

A) embodies interval-scaling B) does not embody ordinal-scaling C) embodies a ratio variable D) does not embody interval-scaling Answer: D LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 42) A dummy variable has ________ levels.

A) only two B) at least two C) exactly three D) a maximum of three Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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43) What results when a researcher standardizes independent variables through a quick operation that involves dividing the difference between each independent variable value and its mean by the standard deviation of that independent variable?

A) Beta coefficient B) Standardized beta coefficient C) Non-standardized beta coefficient D) Standardized alpha coefficient Answer: B LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 44) The larger the absolute value of a standardized beta coefficient, the more relative importance it assumes in ________.

A) the standardized beta coefficient B) predicting the independent variable C) predicting the dependent variable D) assuming a role as a screening device Answer: C LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 45) Standardized betas indicate the relative importance of which of the following?

A) Standardized predictor variables B) Formal predictor variables C) Non-alternative predictor variables D) Alternative predictor variables Answer: D LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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46) It is erroneous to make ________ comparisons between the calculated betas because independent variables are often measured with different units.

A) direct B) indirect C) multiple D) objective Answer: A LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 47) It is beneficial for the marketing manager and the market researcher to have some sort of model in mind when designing a research plan.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 48) The dependent variables that interest market researchers are usually sales, potential sales, or some other item of interest that make up the market.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 49) A general conceptual model identifies independent and dependent variables and shows their unexpected relationships to one another.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 50) The coefficient of determination is another name for Multiple V. Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 323 Copyright © 2026 Pearson Education, Inc.

51) In the research design determination stage, the researcher and manager reduce the myriad of independent variables down to a manageable number to be included on the questionnaire.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 52) The independence assumption stipulates that the independent variables must be correlated with one another.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 53) The addition of independent variables simplifies the model conceptualization by adding more dimensions or axes to the regression situation.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 54) It is not possible to inspect the strength of the linear relationship between the independent variables and the dependent variable with multiple regression.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 55) A multiple regression result is an estimate of the population multiple regression equation and it is necessary to test for statistical significance.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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56) Many researchers mentally convert the multiple R value into a fraction.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 57) With multiple regression analysis, the independent variables should have strong correlations with one another.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge 58) A rule of thumb is that if the VIF is greater than 10, multicollinearity is not a concern with that independent variable.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 59) If the VIF of an independent variable is 8, the researcher should remove it from the set and rerun the multiple regression.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 60) With multiple regression, it is necessary to look at the significance level of each calculated beta.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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61) Mixed significance results are very rare in multiple regression analysis.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) Trimming helps to achieve the simplest model by eliminating the nonsignificant independent variables.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) Trimming is an important feature of multiple regression analysis so it can be used as a screening device.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 64) A dummy independent variable is defined as one that is scaled with a nominal 0-versus-1 coding scheme.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 65) Some commonly used dummy variables are gender (males versus female), purchasing behavior (buyer versus nonbuyer), advertising exposure (recalled versus not recalled), and purchase history (first-time buyer versus repeat buyer).

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Easy Classification: Application AACSB: Application of knowledge

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66) It would be correct to compare the beta coefficient for family size to another for money spent per month on personal grooming.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 67) Comparing standardized beta coefficients' sizes directly is like comparing apples to oranges.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 68) Used as a screening device, multiple regression analysis identifies independent variables that qualify to be part of the final equation.

Answer: TRUE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Difficult Classification: Application AACSB: Application of knowledge 69) The researcher can compare unstandardized beta coefficients' sizes directly.

Answer: FALSE LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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70) What is the underlying general conceptual model in multiple regression analysis? Why are the roles of the market researcher and the marketing manager important in this conceptual model?

Answer: Answers may state that a model is a structure that ties together various constructs and their relationships. It is beneficial for the marketing manager and the market researcher to have some sort of model in mind when designing the research plan. Students should describe the basic nature of the general conceptual model in multiple aggression analysis with a statement similar to: A general conceptual model identifies independent and dependent variables and shows their expected basic relationships to one another. A general conceptual model may be helpful in many marketing research situations particularly those that are investigating consumer behavior.

Comments should mention that in the problem definition stage, the researcher and manager reduce the myriad of independent variables down to a manageable number to be included on the questionnaire. Answers may add that: At problem definition stage, the researcher and the manager identify, measure, and analyze specific variables that pertain to the general conceptual model in mind.

LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 71) Define multiple regression. What are the basic assumptions behind multiple regression?

Answer: Answers will vary but should exhibit a basic understanding of the concept of multiple regression. Definitions may include that multiple regression means that there is more than one independent variable to predict a single dependent variable. Comments should observe that everything about multiple regression is largely equivalent to bivariate regression except the researcher is working with more than one independent variable. Answers may state that the terminology is slightly different in places, and some statistics are modified to consider the multiple aspects, but for the most part, concepts in multiple regression are analogous to those in the simple bivariate case. Advanced answers may include a statement that with multiple regression, researchers work with a regression plane rather than a line.

LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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72) What do researchers do with mixed significance results in multiple regression analysis?

Describe the process to address this issue.

Answer: Answers will note that it is standard practice in multiple regression analysis to systematically eliminate, one by one, those independent variables that are shown to be insignificant through a process called "trimming." Discussion should mention that the researcher successively reruns the trimmed model and inspects the significance levels each time. Answers should note that these series of eliminations or iterations help to achieve the simplest model by eliminating the nonsignificant independent variables. Advanced comments may state that the trimming process enables the marketing researcher to think in terms of fewer dimensions within which the dependent variable relationship operates. Advanced answers may also state that successive iterations sometimes cause the multiple R to change somewhat, and it is advisable to scrutinize this value after each run.

LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 73) An important application of multiple regression analysis is as an identifying or screening device. How is multiple regression analysis used as an identifying or screening device?

Answer: Students should mention that the marketing researcher may be faced with a large number and variety of prospective independent variables in a general conceptual model, and they may use multiple regression as a way of spotting the salient (statistically significant) independent variables for the dependent variable at hand. Less complex answers may simply state that used as a screening device, multiple regression analysis identifies independent variables that qualify to be part of the final equation. Comments may include that the intent is not to determine a prediction of the dependent variable; rather, it may be to search for clues as to what factors help the researcher understand the behavior of a particular dependent variable. Answers may add that the researcher might be seeking market segmentation bases and could use regression to spot which demographic variables are related to the consumer behavior variable under study.

LO: 13.2: Explain what multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and multicollinearity Difficulty: Moderate Classification: Application AACSB: Application of knowledge 74) ________ regression is the form of regression that is useful when a researcher has many independent variables and wants to narrow the set down to a smaller number.

A) Variance inflation B) Variance deflation C) Forward multiple D) Stepwise multiple Answer: D LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Moderate Classification: Application AACSB: Application of knowledge 329 Copyright © 2026 Pearson Education, Inc.

75) Which type of multiple regression basically does the trimming operation automatically?

A) Stepwise multiple regression B) Dummy multiple regression C) General conceptual multiple regression D) Variance inflation multiple regression Answer: A LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Difficult Classification: Application AACSB: Application of knowledge 76) The statistically significant independent variable that explains the most variance in the dependent variable is determined and entered into the multiple regression equation with ________ regression.

A) standard multiple B) stepwise multiple C) linear D) polynomial Answer: B LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Difficult Classification: Application AACSB: Application of knowledge 77) The final output in stepwise multiple regression contains only statistically ________ variables.

A) significant dependent B) insignificant independent C) significant independent D) insignificant dependent Answer: C LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Difficult Classification: Application AACSB: Application of knowledge 78) Stepwise regression is useful if a researcher has many dependent variables and wants to narrow the set down to a smaller number of statistically significant variables.

Answer: FALSE LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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79) At the end of the stepwise multiple regression process, all the insignificant independent variables are eliminated from the final multiple regression equation based on the level of significance stipulated by the researcher in the multiple regression options.

Answer: TRUE LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Difficult Classification: Application AACSB: Application of knowledge 80) With stepwise multiple regression, there is no need to trim and rerun the regression analysis because SPSS does the trimming automatically based on the stepwise method selected by the researcher.

Answer: TRUE LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Easy Classification: Application AACSB: Application of knowledge 81) Stepwise regression is used by researchers to narrow down the analysis to a set of statistically significant independent variables in a single regression analysis.

Answer: TRUE LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Difficult Classification: Application AACSB: Application of knowledge 82) What is stepwise multiple regression? When is it useful for a researcher to use this method?

Answer: Students should define stepwise multiple regression as a type of multiple regression, which performs the trimming operation automatically. Discussion may include that when the researcher is using multiple regression as a screening tool or is otherwise faced with many independent variables in the conceptual model to be tested by multiple regression, it can become tedious to narrow down the independent variables by successive manual trimming. Answers should note that with stepwise multiple regression, the statistically significant independent variable that explains the most variance in the dependent variable is determined and entered into the multiple regression equation. All answers should note that final output contains only statistically significant independent variables. The discussion should mention that with stepwise multiple regression, there is no need to trim and rerun the regression analysis because SPSS does the trimming automatically based on the stepwise method selected by the researcher.

LO: 13.3: Relate what stepwise multiple regression is, including how to do it with SPSS Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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83) What is the first step in the procedure for multiple regression analysis using SPSS? A) Choose the dependent variable and appropriate independent variables.

B) Determine if a linear relationship exists in the population.

C) Eliminate any correlated independent variables.

D) Determine if the chosen independent variables are statistically significant.

Answer: A LO: 13.4: Outline the steps necessary to perform multiple regression Difficulty: Moderate Classification: Application AACSB: Application of knowledge 84) Determining if the chosen independent variables are statistically significant is which step of the procedure for multiple regression analysis using SPSS? A) Step 1 B) Step 3 C) Step 4 D) Step 6 Answer: C LO: 13.4: Outline the steps necessary to perform multiple regression Difficulty: Moderate Classification: Application AACSB: Application of knowledge 85) In Step 3 of the multiple regression analysis process using SPSS, which of the following would the marketing researcher do?

A) Recode independent variables as needed to make them appropriate for multiple regression analysis.

B) Use the VIF value rule of 10 or greater to identify any independent variable that violates the independence assumption.

C) Look at the Sig. level for the compound beta coefficient.

D) Interpret any significant dummy variables properly.

Answer: B LO: 13.4: Outline the steps necessary to perform multiple regression Difficulty: Moderate Classification: Application AACSB: Application of knowledge 86) Every statistical analysis beyond simple descriptive ones involves some sort of statistical test.

Answer: TRUE LO: 13.4: Outline the steps necessary to perform multiple regression Difficulty: Easy Classification: Application AACSB: Application of knowledge

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87) The complexity of regression analysis does not require multiple statistical tests.

Answer: FALSE LO: 13.4: Outline the steps necessary to perform multiple regression Difficulty: Easy Classification: Application AACSB: Application of knowledge 88) For most clients, the ________ variable of interest is sales, purchases, intentions to purchase, or another variable that translates in some way to how customers regard or behave toward the company or brand.

A) independent B) dependent C) co-dependent D) descriptive Answer: B LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 89) There are several items to report when regression is used as a screening device. Which of the following is NOT one of those items?

A) The dependent variable B) Statistically significant independent variables C) All non-statistically significant data D) Signs of beta coefficients Answer: C LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) When communicating insights to clients, the R squared is normally a large focus and garners much attention.

Answer: FALSE LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge

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91) For most clients, the dependent variable of interest is sales, purchases, intentions to purchase, satisfaction, or some other variable that translates in some way to how customers regard or behave toward the company or brand.

Answer: TRUE LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 92) The standardized betas are commonly used when interpreting the findings to a client.

Answer: TRUE LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Easy Classification: Application AACSB: Application of knowledge 93) When regression is used as a screening device, signs of beta coefficients are reported.

Answer: TRUE LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 94) When regression is used as a screening device, standardized beta coefficients for the significant variables are not reported.

Answer: FALSE LO: 13.5: Illustrate how to report multiple regression analysis insights to clients Difficulty: Moderate Classification: Application AACSB: Application of knowledge 95) Regression analysis springs from correlation analysis, which is a measure of the ________ between two variables.

A) causal relationship B) curvilinear association C) nonmonotonic correlation D) linear association Answer: D LO: 13.6: Identify warnings regarding the use of multiple regression analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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96) A regression analysis does NOT permit the marketing researcher to make cause-and-effect statements because other ________ variables are not controlled.

A) independent B) dependent C) statistically significant D) statistically insignificant Answer: A LO: 13.6: Identify warnings regarding the use of multiple regression analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 97) Regression analysis invites researchers to think in terms of an independent variable resulting from or being caused by a dependent variable's actions.

Answer: FALSE LO: 13.6: Identify warnings regarding the use of multiple regression analysis Difficulty: Moderate Classification: Application AACSB: Application of knowledge 98) Researchers should not think about regression analysis in terms of cause and effect.

Answer: TRUE LO: 13.6: Identify warnings regarding the use of multiple regression analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) Regression analysis is nothing more than a statistical tool that assumes a linear relationship between two variables.

Answer: TRUE LO: 13.6: Identify warnings regarding the use of multiple regression analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge 100) Even though two variables, such as sales and advertising, are logically connected, a regression analysis does not permit the market researcher to make cause-and-effect statements because the other independent variables are not controlled.

Answer: TRUE LO: 13.6: Identify warnings regarding the use of multiple regression analysis Difficulty: Easy Classification: Application AACSB: Application of knowledge Marketing Research, 10e (Burns) Chapter 14 Communicating Insights 1) Advances in the marketing research industry ________.

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A) have not greatly impacted the field B) have allowed researchers to just list research findings C) empowered researchers to communicate "insights" D) have not been made in qualitative marketing research techniques Answer: C LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Difficult Classification: Application AACSB: Application of knowledge 2) All of the following are true of insights EXCEPT ________.

A) they are better understood B) they are shallow understandings of phenomena C) they are shared by "insights professionals" D) they are more easily converted into action by clients Answer: B LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Easy Classification: Application AACSB: Application of knowledge 3) Alternative ways of presenting data can be helpful, but no matter what tools are used, it is ________.

A) useless unless the data is in an attractive format B) up to the researcher to present the data personally C) up to the researcher to bring meaning to the data D) useless unless the data is accompanied by an extensive bibliography Answer: C LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 4) Marketing researchers are now empowered to communicate "insights."

Answer: TRUE LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Easy Classification: Application AACSB: Application of knowledge

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5) Insights are deep understandings of phenomena.

Answer: TRUE LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Easy Classification: Application AACSB: Application of knowledge 6) Advances in research methods have led marketing researchers to switch from presenting clients with insights to lists of research findings.

Answer: FALSE LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 7) Ultimately, the goal of the marketing researcher is to provide the client with data, not to provide meaning to that data.

Answer: FALSE LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 8) How have advances in research methods and technology impacted marketing research reports?

Answer: Not long ago, the marketing research industry had a revelation: research methods, especially qualitative marketing research techniques; technology, including data visualization methods; and communication platforms, such as digital presentations, had changed to the point that they were considerably impacting market research. With these advances, researchers are now able to devise reports and deliver presentations that do much more than just list research findings.

They are now empowered to communicate "insights." Insights are deep understandings of phenomena. It is universally believed that insights are better understood, more easily internalized, and more readily converted into action by clients. Consequently, marketing researchers, many of whom prefer to be called "insights professionals," now use techniques and tools that deliver insights with impact. The revelation about insights was so profound that the leading marketing research organization in the United States, the Marketing Research Association, changed its name to Insights Association.

LO: 14.1: Describe insights and the characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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9) Which of the following is NOT a criterion for effective communication of market research?

A) Clear B) Actionable C) Quantitative D) Memorable Answer: C LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Easy Classification: Application AACSB: Application of knowledge 10) ________ communication describes the steps, procedures, results, and explanations scrupulously, rigorously, and comprehensively.

A) Accurate B) Actionable C) Measurable D) Memorable Answer: A LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Easy Classification: Application AACSB: Application of knowledge 11) Accurate communication ________.

A) is easy to communicate B) is free from bias C) is easy to remember and retell D) explains what actions the clients should take Answer: B LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 12) Defining technical language, eliminating jargon, and using headings and subheadings are part of making a report ________.

A) accurate B) memorable C) clear D) actionable Answer: C LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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13) Clear communication ________.

A) promotes effective action B) first gets the attention of the audience, then ensures the information is remembered, retold, and used C) supports implications with evidence D) anticipates questions or objections and addresses them before they are raised Answer: D LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 14) If the client receives research results but does not retain the findings, the project has failed in its ________ mission.

A) actionability B) memorability C) accuracy D) clarity Answer: B LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 15) Memorable communication has adopted communication techniques such as ________.

A) headings and subheadings B) logically presenting evidence C) sense-making, storytelling, and immersive scenarios D) making recommendations and suggesting action plans Answer: C LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 16) The most difficult requirement for communication is ________.

A) actionability B) memorability C) accuracy D) clarity Answer: A LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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17) Effective marketing research communication must satisfy exactly three criteria: accurate, clear, and actionable.

Answer: FALSE LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Easy Classification: Application AACSB: Application of knowledge 18) Supporting implications with data and evidence is part of clear communication.

Answer: FALSE LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 19) For communication to be clear, technical language that may not be understood by all parties should be defined.

Answer: TRUE LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 20) While necessary for communication, words and tables are prone to information overload and notoriously difficult to remember.

Answer: TRUE LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 21) To be relevant for the end user, the research findings that are communicated should answer the questions raised in the research objectives.

Answer: TRUE LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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22) Effective communication for marketing research must satisfy four criteria: It must be accurate, clear, memorable, and actionable. Describe what is meant by the "actionable" criterion.

Answer: The most difficult requirement for communication is actionability. Ideally, the result of a research project should be effective action. However, the marketing researcher often does not fully appreciate the client's resources, constraints, pressures, and agenda, and the researcher must fall back on known marketing strategy principles for recommendations. In some instances, the research objectives may drive the recommendations as for instance when two packaging alternatives are being tested and one is recommended. But often the objectives are more general, such as obtaining a demographic profile of lost customers, which leaves the question of how to regain these customers unanswered. In some instances, the client may be consulted or conferred with during the recommendations formulation stage. Regardless, to be relevant for the end user, the research findings that are communicated should answer the questions raised in the research objectives. Researchers must not only describe the results of the research but also explain what actions the clients could take based on the findings given that the ultimate goal of investing in marketing research is competitive advantage.

LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge 23) Effective communication for marketing research must satisfy four criteria: It must be accurate, clear, memorable, and actionable. Discuss what is meant by memorable communication.

Answer: Marketing research is performed to accomplish stated objectives fashioned because the client deemed this information necessary or useful for managerial purposes. If the client receives research results but does not retain the findings, the project has failed in its memorability mission.

Effective communication first gets the attention of the audience, then it ensures the information it conveys is remembered, retold, and used. While necessary for communication, words and tables are prone to information overload and notoriously difficult to remember. Consequently, marketing researchers have adopted communication techniques such as sense-making, storytelling, data visualization, and even immersive scenarios that have an impact and are therefore memorable. In fact, the notion of "insights," now adopted by the marketing research industry as its primary goal, is largely the result of the industry's belief that clients must retain and, hopefully, internalize key findings.

LO: 14.2: Distinguish characteristics of effective insights communication Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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24) Which of the following is NOT one of the basic questions researchers must ask before writing the report?

A) What is the best and most suitable visualization tool needed?

B) What message does the researcher want to communicate?

C) What is the purpose?

D) Who is the audience?

Answer: A LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 25) Which of the following is NOT one of the items included on the Title Page or in the front matter of a research report?

A) The title of the document B) The organization/person(s) for whom the report was prepared C) The date of submission D) The reference to authorization Answer: D LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 26) The ________ is the "skeleton" of a research report and provides an overview of the most useful information, including conclusions and recommendations.

A) letter/memo of transmittal B) abstract/executive summary C) body D) conclusions/recommendations Answer: B LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge

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27) The introduction to the report, an explanation of research methods, a discussion of results, a statement of limitations, and a list of conclusions and recommendations are contained in the ________.

A) appendices B) abstract/executive summary C) body D) conclusions/recommendations Answer: C LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 28) Logical presentation of the findings of the research with organization around the research objectives for the study is contained in the ________.

A) results section B) methods section C) methodology section D) abstract/executive summary Answer: A LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 29) Which of the following is an advantage of reporting all important limitations?

A) Add to the researcher's chances of additional research assignments B) Add integrity to the research C) Help avoid legal consequences D) Help keep the client from making faulty decisions Answer: B LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge

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30) An emerging trend in the market research industry and is the expectation that researchers perform a ________ role with their clients, becoming knowledgeable about their clients' businesses and offering recommendations that have strategic value.

A) tactical B) revenue-sharing C) risk-averse D) consulting Answer: D LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 31) ________ refer(s) to the systematic presentation of numerical data or words in columns and rows.

A) Figures B) Writing the research report C) A table D) A diagram Answer: C LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 32) The marketing research report is a factual message that transmits research results, conclusions, vital recommendations, and other important information to the client, who in turn bases their decision making on the contents of the report.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 33) The marketing research report is the product that represents the efforts of the marketing research team, it is often the only part of the project the client will see.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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34) Many managers will not be involved in any aspect of the research process but will use the report to make business decisions.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 35) Some marketing research companies have standardized templates for report sections and elements that their employees are required to use to embody the marketing research company's brand identity.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 36) Recommendations are the insights and revelations reached based on the research results.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 37) Marketing research reports are tailored to specific audiences and purposes, and researchers must consider both in all phases of the research process, including planning the report.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 38) The elements of the marketing research report can be grouped into four sections: front matter, body, end matter, and bibliography.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 39) The front matter of a report consists of all pages that follow the first page of the report: the title page, table of contents, list of illustrations, and abstract/executive summary.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 345 Copyright © 2026 Pearson Education, Inc.

40) The title page contains four major items of information: (1) the title of the document, (2) the type of research conducted, (3) the organization/person(s) who prepared the report, and (4) the date of submission.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 41) The introduction to the marketing research report orients the reader to its contents.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 42) The table of contents page helps the reader find specific sections of the research report.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 43) The abstract or executive summary serves as a summary for the busy executive or a preview for the in-depth reader.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 44) The abstract or executive summary should be very carefully written, conveying information as concisely as possible.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 45) Generally, only a few people will read a traditional marketing research report in its entirety.

Most will read the executive summary, conclusions, and recommendations.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 346 Copyright © 2026 Pearson Education, Inc.

46) Many formal lengthy reports contain repetitions.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 47) Research objectives should always be listed within the end matter.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 48) The limitation describes, in as much detail as necessary, how the researcher conducted the research, who (or what) the research subjects were, and what tools or methods were used to achieve the objectives.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 49) The method section describes the details of the procedures and tools used in the study.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 50) The abstract/executive summary section is the main body of the report, should logically present the findings of the research, and may be organized around the research objectives for the study.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 51) Not reporting research results accurately and honestly within the limitations is against the Insights Association's Code of Standards & Ethics.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 347 Copyright © 2026 Pearson Education, Inc.

52) The following statement is an example of limitations, "The reader should note that this study was based on a survey of graduating students at a midsized public university in the Southeast United States. Care should be exercised in generalizing these findings to other populations."

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Difficult Classification: Application AACSB: Application of knowledge 53) Recommendations are suggestions for how the client should or can proceed based on the conclusions.

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 54) Appendices include "nice to know," but not "need to know information."

Answer: TRUE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 55) A reference list contains notes at the end of a document that provide supplementary information or comments on ideas provided in the body of the report.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 56) An endnotes list contains all the sources from which information was collected for the report.

Answer: FALSE LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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57) Identify and describe the elements that are contained in the end matter of a report.

Answer: The end matter includes any appendices, which contain additional information to which the reader may refer for further reading or elaboration, including tables and exhibits, references list, and endnotes. Any information that is critical to the reader should be included in the report itself, while other information that is not critical but informative or supplementary is contained in the end matter. Tables, figures, additional reading, technical descriptions, data collection forms, and computer output are some elements that may appear in an appendix. A reference list contains all the sources from which information was collected for the report. The references should be complete so that a reader can retrieve the source, if needed. Endnotes are notes at the end of a document that provide supplementary information or comments on ideas provided in the body of the report. Recall that the marketing research report is the only permanent record of the project, so the appendices serve to make this record as complete as possible. Each appendix should be labeled with both a letter and a title, and each should appear in the table of contents.

LO: 14.3: Relate the elements in a traditional marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 58) ________ are particularly useful for illustrating relative size or proportions of one component versus others.

A) Pie charts B) Flow diagrams C) Bar charts D) Tables Answer: A LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 59) Which of the following are useful to depict the magnitude of one category relative to other categories that are independent?

A) Pie charts B) Bar charts C) Flow diagrams D) Tables Answer: B LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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60) ________ are helpful when a researcher wants to introduce a set of topics and illustrate their relationships (useful when the sequence of events or topics is important).

A) Pie charts B) Bar charts C) Flow diagrams D) Graphs Answer: C LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 61) A researcher should always provide visuals that ________.

A) accurately demonstrate the data B) are colorful and memorable C) include lots of photography D) include a mixture of graphs and charts Answer: A LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 62) ________ illustrate details to provide clarity, show interrelationships, or provide context.

A) Maps B) Drawings C) Photographs D) Line graphs Answer: B LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 63) Area charts and scatter diagrams are examples of ________.

A) infographics B) diagrams C) maps D) line charts Answer: D LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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64) A(n) ________ is a small image that visually represents an object, idea, or action in a way that holds meaning for a viewer.

A) icon B) end note C) flow diagram D) insight Answer: A LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 65) Visuals are figures, charts, diagrams, graphs, and other graphic aids that concisely present information that might otherwise be difficult to comprehend.

Answer: TRUE LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 66) Researchers and managers alike can readily understand statistical analysis output.

Answer: FALSE LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge 67) Because they are self-explanatory, the key points of all visuals do not need to be explained in the text.

Answer: FALSE LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Easy Classification: Application AACSB: Application of knowledge

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68) The use of visuals is an important aspect of the marketing research report. How does a market researcher accurately represent data using visuals, such as figures, tables, charts, and graphs? What are common visuals and what does each identify or illustrate?

Answer: Answers will note that visual representations of data and ideas assist in the effective presentation of findings. Comments will note that the key to a successful visual is a clear and concise presentation that conveys the message of the report. The selection of the visual should match the presentation purpose for the data. Answers will vary but should mention at least two or three examples that encompass common visuals. Examples may include the following: 1. Tables, which identify exact values. 2. Graphs and charts, which illustrate relationships among items. 3.

Pie charts, which compare a specific part of the whole to the whole. 4. Line graphs, which compare items over time or show correlations among items. 5. Flow diagrams, which introduce a set of topics and illustrate their relationships (useful when the sequence of events or topics is important). 6. Maps, which define geographical locations. 7. Photographs, which visually display and provide live examples of findings. 8. Drawings, which illustrate details of findings to provide clarity.

LO: 14.4: Summarize the guidelines for tables and graphs in a marketing research report Difficulty: Moderate Classification: Application AACSB: Application of knowledge 69) ________ is the overarching quest to garner insights from data.

A) Sense-making B) Storytelling C) Immersion technique D) Narrative Answer: A LO: 14.5: Compare the various methods used to discover insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 70) While the term "insights" is contemporary with present-day marketing research, researchers have always worked with them under the guise of "________."

A) data B) findings C) visuals D) statistics Answer: B LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge

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71) ________ should have a "shared ground" for researchers and clients that makes them easy for researchers to communicate and useful for managers to convert into actions.

A) Data B) Endnotes C) Insights D) Results Answer: A LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 72) "TableLooks" is the system for altering the appearance of a(n) ________, including modifying the font, color, line style, and so on.

A) bar chart B) infographic C) table of contents D) SPSS table Answer: D LO: 14.5: Compare the various methods used to discover insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 73) ________ communicate the relative magnitudes of findings and allow assessments of how strong or meaningful are the findings.

A) Insights B) Effect sizes C) Flow diagrams D) Limitations Answer: A LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge

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74) A useful perspective is to consider quantitative findings to be the ________ while qualitative discoveries are the ________, and it is the combination of both methods that allows a researcher to see the whole body of insights.

A) head; heart B) heart; head C) bones; flesh D) flesh; bones Answer: C LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 75) The middle level of the insights pyramid consists of ________.

A) storytelling where the evidence from the lower levels is crafted into an understandable explanation or framework B) tables from differences, associations, or other analyses C) visuals that have been created with the assistance of effect sizes or other creative combinations, such as cross-tabulation, of the data D) tables that summarize the data Answer: C LO: 14.5: Compare the various methods used to discover insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 76) The ________ of the insights pyramid consists of tables that summarize the data and/or tables from differences, associations, or other analyses.

A) base B) upper-middle layer C) lower-middle layer D) top Answer: C LO: 14.5: Compare the various methods used to discover insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 77) Visual presentation is universally believed to be far more effective than narrative or table presentation Answer: TRUE LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge

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78) A large effect size is less meaningful than a medium effect size, which is in turn less meaningful than a small effect size.

Answer: FALSE LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 79) The base of the insights pyramid consists of storytelling where the evidence from the lower levels is crafted into an understandable explanation or framework.

Answer: FALSE LO: 14.5: Compare the various methods used to discover insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 80) It is well-known from learning theory that with respect to retention, ________ is least effective, ________ is most effective, and ________ lies somewhere in between the two.

A) reading; experiencing; observing B) reading; observing; experiencing C) experiencing; reading; observing D) observing; experiencing; reading Answer: A LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 81) Which element of a report is akin to reading?

A) Graphs B) Infographics C) Storytelling D) Tables Answer: D LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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82) In the context of a research report, storytelling relates to which of the following?

A) Reading B) Seeing C) Observing D) Experiencing Answer: D LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 83) ________ the project's conclusions are the least effective communication vehicles for a marketing research report.

A) Tables and the words describing them and B) Graphs and charts visualizing C) Figures and diagrams illustrating D) Storytelling and narration of Answer: A LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 84) Data visualizations in the form of graphs, charts, diagrams, and the like ________.

A) are the less effective communication vehicles for a marketing research report B) are the de facto practice for research presentations C) weave the findings into an understandable or cohesive story that makes sense to the client D) are notoriously vague and usually violate the accuracy and clarity mandates of good communication Answer: B LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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85) Which statement about storytelling is NOT true?

A) Marketing researchers believe that the most effective communication of research project insights is through storytelling.

B) Storytelling is the presentation of marketing research findings using narratives and visualizations that are engaging, enlightening, and memorable.

C) Market research has long used storytelling, but it has only recently been advocated in advertising.

D) There is a host of research that proves that "narrative transportation" has great power and impact.

Answer: C LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Difficult Classification: Application AACSB: Application of knowledge 86) Storytelling relies heavily on ________.

A) immersion techniques B) sense-making C) tablelooks D) dashboards Answer: B LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 87) In the context of insights storytelling, suggested actions that the client will take into consideration is analogous to the story ________ in a novel.

A) climax B) context C) actors D) struggle Answer: C LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 88) The various possible communication vehicles in a marketing research report do not vary greatly in their impact.

Answer: FALSE LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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89) In a research report, data visualization using graphs, infographics, and the like pertains to reading.

Answer: FALSE LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 90) Words are notoriously vague and, unless explicitly defined or qualified, words can easily violate the accuracy and clarity mandates of good communication.

Answer: TRUE LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 91) Visual learning is more effective than experiential learning.

Answer: FALSE LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Easy Classification: Application AACSB: Application of knowledge 92) Contemporary storytelling involves more than narration or data visualization because it strives to make sense of research discoveries and to communicate them with an emphasis on understanding.

Answer: TRUE LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge 93) Insights storytelling uses strong verbs, vivid imagery, powerful visuals, short anecdotes, lively analogies, well-known prototypes, and shared concepts to effect immediate communication.

Answer: TRUE LO: 14.6: Differentiate the various methods used to communicate insights Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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94) Which of the following is NOT true of presenting the results of the report orally?

A) Only one of the key people for the presentation are needed.

B) A key is to succinctly present the information.

C) The presentation may be very formal with several attendees.

D) It may be accomplished through a simple conference call with the client.

Answer: A LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Easy Classification: Application AACSB: Application of knowledge 95) Many marketing research firms and advertising agencies supplement their written and oral research reports with ________.

A) videos B) continuing mini-briefings C) additional research at no charge D) focus groups Answer: A LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Easy Classification: Application AACSB: Application of knowledge 96) ________ might replace a written and oral report.

A) Using charts and graphs only B) A documentary-style video C) Online reporting D) A series of oral briefings Answer: B LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Easy Classification: Application AACSB: Application of knowledge 97) Video footage that is gathered through ________ can be used to illustrate key takeaways from research studies.

A) socio-cultural methods B) proprietary film databases C) observation or ethnographic methods D) live news broadcasts Answer: C LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Easy Classification: Application AACSB: Application of knowledge

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98) Which of the following represents visual reports designed to make key research results understood quickly and easily?

A) Videos B) Graphs C) Charts D) Infographics Answer: D LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Easy Classification: Application AACSB: Application of knowledge 99) The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

Answer: TRUE LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Easy Classification: Application AACSB: Application of knowledge 100) What role can documentary-style videos play in marketing reports?

Answer: A written and oral report can also be completely replaced by a documentary-style video.

Marketing research documentaries combine voiceovers, text, and graphics to present results.

Documentary-style videos can be particularly effective when combined with qualitative research since they can intersperse footage from interviews, ethnographic research, or other qualitative studies to illustrate key takeaways. As opposed to oral reports, videos allow the creator complete control over the timing and flow of information. Video documentaries can also be easily disseminated throughout a company. Furthermore, they may be more likely to be viewed and absorbed than a written report since, according to Forbes, over half (59%) of top executives claim that they would rather watch a video than read an article or post. A clear disadvantage of video documentaries over oral reports is that the researcher is not generally physically present to explain content and answer questions during the viewing.

LO: 14.7: Illustrate how a live presentation of a marketing research project takes place Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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101) Market researchers must package their content in ways that will be ________ shared with ________ in an organization.

A) broadly; all departments B) broadly; select departments C) narrowly; all departments D) narrowly; select departments Answer: A LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 102) Results uncovered from a marketing research study will ultimately have little or no effect on how a company conducts its business unless ________.

A) presented to key managers B) shared with the sales team C) disseminated to essential operating units D) printed in an attractive form Answer: C LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 103) Which of the following represents a method that research updates can be disseminated to managers on an ongoing basis?

A) Public news stories B) Annual reports C) Updates to key managers D) Social media tools, such as Twitter Answer: D LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 104) ________ allow(s) companies to gather and integrate data from several different sources and then exhibit the data automatically with tables, graphs, and other numerical displays.

A) Infographics B) Videos C) Social media D) Dashboards Answer: D LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 361 Copyright © 2026 Pearson Education, Inc.

105) ________ are best suited for allowing users to quickly and easily see information that is presented in a simplified manner.

A) Dashboards B) Infographics C) Social media D) Online research reports Answer: A LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 106) ________ is a tool capable of electronically distributing marketing research reports to selected managers in an interactive format while allowing users to conduct their own analyses.

A) Infographics B) Online reporting software C) E-marketing reports D) Social media Answer: B LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 107) Immersion techniques demonstrate how marketing research companies can develop distinctive methods for communicating insights according to the information needs of their clients.

Answer: TRUE LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge 108) Results uncovered from a market research study will ultimately have little or no effect on how a company conducts its business if the insights gained from the project are not disseminated across a firm to all the essential operating units and become part of the "lifeblood" of the organization.

Answer: TRUE LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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109) Dashboards provide digital interfaces that allow users to quickly and easily see information that is presented in a simplified manner.

Answer: TRUE LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Easy Classification: Application AACSB: Application of knowledge 110) Why is the dissemination of results across an organization important? What are some of the key methods for doing so?

Answer: All answers should note that whatever method is used to present research findings, results uncovered from a marketing research study will ultimately have little or no effect on how a company conducts its business if the insights gained from the project are not disseminated across a firm to all the essential operating units and become part of the "lifeblood" of the organization.

Discussion may include the fact that research updates can be disseminated on an ongoing basis to managers through regular newsletters or through social media tools such as Twitter. Whatever the method, it is important that research findings are communicated throughout a company. Advanced comments will include mention of web-based platforms, often called "dashboards," as an increasingly popular means of disseminating research throughout an organization. Advanced answers will also note that dashboards provide digital interfaces that allow users to see quickly and easily information in a simplified manner. Answers will also point out that dashboards are part of the "democratization" of market research that was referred to in the introduction. Web-based platforms allow companies to gather and integrate data from several different sources and then exhibit the data automatically with tables, graphs, and other numerical displays. Dashboards can be used for tracking several marketing activities, such as performance of web pages, responses to advertising campaigns, and geographical buying behavior.

LO: 14.8: Compare alternative methods of disseminating insights throughout an organization Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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