TEST BANK
Marketing Research 9th Edition Alvin C.
Burns; Ann F. Veeck
TABLE OF CONTENTS
1. Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process and Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data and Packaged Information
6. Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. Communicating Insights
Marketing Research, 9e (Burns/Veeck)
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: 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) What does the phrase "service-centered view of marketing" imply?
A) Firms must be more than customer oriented (making and selling what firms think customers want and need).
B) The advantage in the marketplace will default to third world countries specializing in services.
C) To quickly increase profitability, more companies should try to create short-term customer relationships.
D) That because of social media, less collaboration with customers is required for decisionmaking.
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
4) 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 consumers
D) collaborate with and learn from competitors
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
6) 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 they will target.
C) It determines how marketers view their company's role in terms of what it provides to the market.
D) It determines marketing objectives and ROI.
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) 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 have to develop the "right" strategy
D) we need to develop "right pricing," "right promotion," and "right distribution"
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) Creating the proper mix of product/service, price, promotion, and distribution for a market begins with ________.
A) selecting the global market strategies and targets
B) selecting the segment of the market as a company's target
C) creating promotion for the target market
D) incentives to allow a large percentage of the target market to purchase goods and services from the company
Answer: B
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) What do marketers need in order to create the right strategies for decision-making?
A) Reports about the competition's products
B) Reports about customers' wants and needs
C) Evidence of the number and sizes of market segments
D) Objective, accurate, and timely information
Answer: D
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) When firms make the right decisions, they produce products and services that their 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) A ________ 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.
A) market strategy
B) strategic plan
C) differentiation strategy
D) positioning strategy
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) Which of the following correctly defines marketing research?
A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem
B) The process of designing experiments that provide decision makers with causal information
C) The process of analyzing existing information so decision makers can make better decisions
D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
Answer: D
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
14) ________ 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: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) According to the American Marketing Association (AMA), what is the function of marketing research?
A) To link the consumer to marketer 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: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) Which of the following most accurately describes the process of marketing research?
A) It is the process of identifying and defining marketing opportunities and problems.
B) It is used to solve general, not specific, marketing problems.
C) It is used to generate and refine social media actions and performance.
D) It is primarily used to monitor marketing performance.
Answer: A
LO: 1:2: How to define marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
17) When we think about marketing research as a way to generate, refine, and evaluate a potential marketing action, we are describing actions such as ________.
A) social media analytics, campaigns, programs, or tactics
B) controls, campaigns, programs, or tactics
C) market analytics, controls, tactics, or advertising
D) strategies, campaigns, programs, or tactics
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
18) Of the following, which is NOT one of the uses of marketing research?
A) To provide consumers with information they need to evaluate products and services at a profit
B) To identify market opportunities and problems
C) To generate, refine, and evaluate potential market actions
D) To monitor marketing performance
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research?
A) Market monitoring
B) Marketing metrics
C) Marketing analytics
D) Marketing performance
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) Why would a marketing manager use marketing research for problem identification?
A) To discover the symptoms of problems
B) To discover ways to solve a sales promotion problem
C) To hypothesize, refine, and evaluate a potential marketing action
D) To generate, refine, and execute a potential marketing action
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
21) 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
22) In 2014, General Mills acquired Annie's Homegrown and used marketing research to identify ways to grow the brand, promote it, and evaluated 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
23) Actions can be thought of as strategies. What actions are required to satisfy the wants and needs of a market?
A) Selecting a target market and designing a marketing mix
B) Selecting a target market and designing a promotion mix
C) Selecting global and domestic markets and distribution strategies
D) Selecting global markets and designing promotional strategies
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
24) When marketers and researchers want to improve our understanding of the ________ they conduct research to expand our knowledge of marketing.
A) marketing concept
B) marketing planning process
C) market mix process
D) marketing process
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
25) 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: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
26) 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) Awinery 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
27) A great deal of marketing research is conducted to determine the size of various market segments. Marketing managers are interested in the size of various markets, but they are also interested ________.
A) to know if a segment is shrinking and why competitors are fulfilling the wants and needs of that segment
B) to understand if a segment is growing and how well competitors are fulfilling the needs of that segment
C) in researching segment growth and how well competitors are fulfilling the wants and needs of that segment
D) in knowing if a segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
28) 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: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) In which of the following functional areas would research be used when marketers want to determine the "value" consumers perceive in a revolutionary new product?
A) Product research
B) Pricing research
C) Promotion research
D) Distribution research
Answer: B
LO: 1:3: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) 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: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) 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: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
32) 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
33) Which of the following accurately describes a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers?
A) A customer relationship management system
B) A sales information management system
C) A marketing relationship management system
D) A marketing information system
Answer: D
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following is NOT a component of the marketing information system?
A) A consumer information support system
B) A marketing intelligence system
C) A marketing decision support system
D) An internal reports system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) The ________ gathers data generated from information such as orders, billing, receivables, and inventory levels, etc.
A) consumer information support system
B) internal reports system
C) marketing research system
D) decision support system
Answer: B
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) Decision makers need information in a form and at a time when they can use it for decisionmaking. What is the role of the MIS in that process?
A) To determine decision makers' information needs and distribute that information
B) To determine decision makers' information needs, analyze the information, and distribute that information
C) To determine decision makers' information needs, acquire the needed information, and distribute that information
D) To analyze decision makers' information needs, distribute the needed information, and provide guidance on that information
Answer: C
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) Which of the following is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment?
A) External environment reporting system
B) Internal reports system
C) Consumer information support system
D) Marketing intelligence system
Answer: D
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
38) Which of the MIS systems uses both informal and formal information-gathering procedures?
A) Marketing intelligence system
B) External environment reports system
C) Internal reports system
D) Consumer information support system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
39) Which of the following is the marketing information system component that provides studies conducted for specific situations facing the company?
A) Marketing research system
B) Marketing intelligence system
C) Consumer information support system
D) Decision support system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) A _____is collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making.
A) marketing research system
B) decision support system
C) marketing intelligence system
D) consumer information support system
Answer: B
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
41) Which of the following goes on continuously and searches a broad range of information sources to bring pertinent information to decision makers?
A) Consumer information support system
B) Marketing research system
C) Marketing intelligence system
D) Decision support system
Answer: C
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
42) ________ is a component of the MIS containing information that is generally insufficient for many marketing decisions, but a source of extreme detail on both revenues and costs that can be invaluable in making decisions.
A) An internal reports system
B) A marketing research system
C) A marketing intelligence system
D) A decision support system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
43) ________ is an MIS component using tools such as break-even analysis, regression models, and linear programming.
A) An internal reporting system
B) A marketing research system
C) A marketing intelligence system
D) A decision support system
Answer: D
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) A(n) ________ is NOT a subsystem of a marketing information system.
A) manufacturing information system
B) accounting information system
C) financial information system
D) marketing information system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
45) The role of ________ is to determine decision makers' information needs, acquire the needed information, and distribute that information.
A) internal reporting systems
B) marketing information systems
C) market research systems
D) market intelligence systems
Answer: B
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
46) Which is the best system that can tell a manager a great deal of information about what has happened in the past?
A) Marketing research system
B) Marketing intelligence system
C) Internal reporting system
D) Decision support system
Answer: C
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) Marketing research provides managers with new information to help them make decisions. Answer: TRUE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) Because of new technologies, the competitive landscape changes with less frequency than before.
Answer: FALSE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Managers normally cannot determine what products to make or what services to offer, which methods of advertising are most effective, which prices will help their firm realize its target return on investment (ROI), and which distribution system will add the greatest value to the supply chain.
Answer: FALSE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
50) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) A short definition of marketing is "meeting needs profitably."
Answer: TRUE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) According to the American Marketing Association, marketing research is a separate discipline and not part of marketing.
Answer: FALSE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) 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.
Answer: TRUE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
56) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
58) An advertising 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.
Answer: FALSE
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) 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: How to define marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
60) The American Marketing Association's definition of marketing research outlines a twelvestep approach to marketing research.
Answer: FALSE
LO: 1:2: How to define marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
61) Market research is not considered a subset of marketing research, but rather a separate type of marketing discipline.
Answer: FALSE
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) Marketing research is defined as a process that reports information that can be used to solve a corporate performance issue, such as determining price or identifying the most effective advertising media.
Answer: FALSE
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) Linking the consumer to the marketers by providing information that can be used in making financial decisions is the purpose of marketing research.
Answer: FALSE
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) Research is collected on groups or topics such as product research, pricing research, promotion research, and distribution research.
Answer: TRUE
LO: 1:2: How to define marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
65) 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: How to define marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
66) The three uses of marketing research are (1) identifying market opportunities and problems, (2) generating, refining, and evaluating potential market actions, and (3) monitoring marketing performance.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
67) 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 using market research to identify market opportunities and problems.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
68) 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: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) Marketing research can also be used to generate, refine, and evaluate a potential marketing action.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
70) 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: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) Market research is conducted to determine market opportunities as well as to determine the size of various market segments.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
72) Product testing may begin with idea generation and continues with concept tests that allow firms to quickly and inexpensively get consumers' reactions to the concept of a proposed new product.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
73) When a revolutionary new product is created, marketers use innovation research to determine the "value" consumers perceive in the new product.
Answer: FALSE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
74) Marketers who want to know how effective expenditures are for advertising, sales force, publicity/PR, and promotional offers use promotion research.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
75) 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
76) The nationwide study conducted by MSR Group allows banks to identify factors that determine advocates and loyal, at-risk, and critical customer relationships. This is an example of evaluating potential market actions.
Answer: FALSE
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) For the most part, marketing research firms are conducting applied research to solve a specific problem facing a company.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
79) Some product failures are a result of being brought to market without any research, which increased the probability of failure.
Answer: TRUE
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
80) Management information systems typically have subsystems to provide the information necessary for a functional area within an organization. Such subsystems are the accounting information system, financial information system, production information system, human resources information system, and marketing information system.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) A structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers is a marketing intelligence system.
Answer: FALSE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) Internal information from orders, billing, receivables, inventory levels, stockouts, and so on may be gathered by using an internal reports system.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Information is gathered and analyzed by the four systems of the MIS: internal reporting system, marketing intelligence, marketing decision support, and marketing research system.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
84) When an item is purchased at a grocery store, a record is generated of the SKUs purchased, payment method, coupons or special promotions used, store location, and day of week and time of day. The reports generated from these activities are an example of an external reports system.
Answer: FALSE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
85) The marketing intelligence system gathers atypical and unusual information about pertinent developments in the environment.
Answer: FALSE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
86) The use of Lexis-Nexis, an online research system, focuses on bringing in information generated outside the firm. This information would rest in the marketing intelligence system.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
87) A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
88) Marketing research studies are conducted for all specific situations facing the company, which are not collected by other components of the MIS subsystems.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
89) When Walmart Grocery was developing its online pick-up and delivery service, management had several service options available to offer customers and needed to know more about today's shopper. This is an example of using the market research system to design a marketing research study to address a non-specific situation facing the company.
Answer: FALSE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
90) Decision support systems eliminate the need for marketing research.
Answer: FALSE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making is representative of a decision support system.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
92) Marketing research projects, unlike the other components of the MIS, are not continuousthey have a beginning and an end.
Answer: TRUE
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
93) 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) 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" in order 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) 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 similar to 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: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) Explain market strategy and why marketing research is important to strategy makers. Do strategies exist in other 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 similar to 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 have to develop the "right" strategy–the strategy that allows our firm to truly meet the wants and needs of the consumers within the chosen market segment.
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Reflective thinking
97) Distinguish between the use of marketing research as applied research and basic research. Give one example of both applied research and basic research.
Answer: Students should be able to clearly and concisely differentiate between basic research and applied research. Answers regarding basic research should be similar to: Basic research is research that is conducted to expand knowledge rather than to solve a specific problem. Answers regarding applied research should be similar to: Research conducted to solve specific problems is called applied research, which represents the vast majority of marketing research studies. Answers should note that, for the most part, marketing research firms are conducting research to solve a specific problem facing a company. Examples of basic and applied research will vary but answers should furnish at least one example of basic and applied research. Advanced answers may furnish more than one example each and be more complex in nature.
LO: 1:3: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) Marketing research is conducted in a variety of areas, including determining target markets and conducting product research, pricing research, promotion research, and distribution research. Give your own example to illustrate a marketing research study that may be used in each of the following: A. product research, B. pricing research, C. promotion research, and D. distribution research.
Answer: Examples will vary but should clearly demonstrate knowledge regarding each type of research as outlined in the chapter. Specific and clear examples should be given for each type of research. Advanced answers may give more than one example and be more complex in nature.
LO: 1:3: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) 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 marketing 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: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
100) Define and distinguish among the subsystems of an MIS including internal reports, marketing intelligence, marketing decision support, and marketing research. Answer: Students should be able to define a marketing research support system as a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Answers should define the internal reports system, marketing intelligence system, and a marketing decision support system. The internal report may be defined and identified as that gathers information generated within a firm, including orders, billing, receivables, inventory levels, stockouts, and so on. The marketing intelligence system may be defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment. Finally, a marketing decision support system (DSS) is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making. Advanced answers may elaborate on each of the components through the use of appropriate examples.
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 2 The Marketing Research Industry
1) Information gathering to be used for decision-making goes back to the earliest days of recorded history. In the United States, surveys were used in the early 1800s to determine
A) the popularity of political candidates
B) the popularity of saloon entertainers
C) the popularity of early sports teams
D) the popularity of regional foods
Answer: A
LO: 2:1: A brief history of the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) ________ conducted the first known application of marketing research to a business marketing/advertising problem.
A) A group of students
B) An advertising agency
C) A farm equipment company
D) A publishing company
Answer: B
LO: 2:1: A brief history of the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) Who conducted the first continuous and organized market research effort and is acknowledged as the "Father of Marketing Research"?
A) Charlie Young
B) C. J. Craig
C) Charles Coolidge Parlin
D) Jed Bartlet
Answer: C
LO: 2:1: A brief history of the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) ________ is the term used for research conducted within an organization.
A) Internal research.
B) Market-side research.
C) Supplier-side research.
D) Client-side research.
Answer: D
LO: 2:2: The different types of marketing research firms
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) The responsibilities of those in the market research department in a small or medium-size company primarily focus on ________.
A) helping others in the firm know when to do research and in finding the right supplier firm to conduct marketing research
B) helping others in the firm do the research and conducting the analysis
C) executing the research, conducting the analysis, and reporting the findings
D) designing the research, executing the research, and reporting the findings
Answer: A
LO: 2:2: The different types of marketing research firms
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
6) Which of the following is regarded as one of the most important emerging trends for clientside marketing research departments?
A) Do-it-yourself research applications
B) Online survey platforms
C) Online secondary research platforms
D) Statistical analysis software solutions
Answer: A
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
7) Which of the following is NOT one of the contributors to the rise of do-it-yourself (DIY) research?
A) Specialized internal research teams
B) Online access to secondary data
C) Increasing number of tools are being developed for firms.
D) Better knowledge of data analysis software
Answer: A
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
8) Which of the following best describes the reason do-it-yourself research holds such appeal?
A) It is cost effective and there is an increasing availability of marketing research tools.
B) There is no need to outsource the research so is it cost-effective.
C) Its cost effectiveness and the ability to visualize data.
D) The increasing availability of marketing research tools and ability to visualize data.
Answer: A
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) When research is conducted by an outside firm, the research is referred to as ________.
A) in-house research
B) supply-side research
C) do-it-yourself research
D) client-side research
Answer: B
LO: 2:2: The different types of marketing research firms
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
10) Which of the following is an annual publication that lists the top global marketing research firms in the world by revenue earned?
A) Honomichl Global Top 25
B) AMA Platinum Top 50
C) AMA Gold Global Top 25
D) MRA's Top 50
Answer: C
LO: 2:3: The industry structure of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) What is a chief characteristic of full-service supplier firms?
A) They focus primarily in quantitative research.
B) They provide services at a reduced cost due to economies of scale.
C) They have the ability to conduct the entire marketing research project.
D) They provide qualitative services only.
Answer: C
LO: 2:3: The industry structure of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) What type of research firm specializes in one, or, at most, a few marketing research activities?
A) A full-service supplier firm
B) A syndicated data service firm
C) An internal supplier firm
D) A limited-service supplier firm
Answer: D
LO: 2:3: The industry structure of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
13) On which type of demand does the marketing research industry rely?
A) Derived demand
B) Latent demand
C) Irregular demand
D) Full demand
Answer: A
LO: 2:3: The industry structure of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) ________ represent the fastest-growing regions of the world for marketing research.
A) India and China
B) Africa
C) Mexico and Brazil
D) Europe and the United States
Answer: B
LO: 2:3: The industry structure of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) Which of the following represent the five largest markets, by country, for marketing research?
A) China, India, United States, and Brazil
B) United States, China, India, Saudi Arabia, and United Kingdom
C) United States, United Kingdom, Germany, France, and China
D) United States, Germany, France, India, and United Kingdom
Answer: C
LO: 2:3: The industry structure of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
16) ________is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide.
A) GreenBook
B) BlueBook
C) Quirk's Researcher SourceBook™
D) Thomas Register®
Answer: D
LO: 2:3: The industry structure of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
17) The marketing research industry is undergoing great change after many years of relative stability in marketing research methods. Which of the following is a reason for this great change?
A) New sources of data and technology
B) Expanded focus on qualitative methods
C) Reluctance of clients to adopt new research methods
D) New uses of traditional research tools
Answer: A
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
18) Which of the following brought about significant change in the 1990s with online panels becoming a primary source of data?
A) New software approaches
B) Electronic surveys
C) Automated sampling
D) Survey volunteers
Answer: B
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) Clients are increasingly demanding that marketing researchers provide which types of reports?
A) More complex reports
B) Reports showing multiple types of data analysis
C) Simple straightforward reports
D) Lengthy reports with support from outside researchers
Answer: C
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
20) In a 2015 survey of the marketing research industry by GreenBook, one of the greatest challenges for the industry is ________.
A) employing qualified individuals
B) obtaining new sources of data
C) developing new software approaches
D) obtaining enough funding for investment in technology
Answer: A
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
21) Which of the following is NOT a newer method of primary data that are gaining traction in the research industry?
A) Online communities
B) Mobile-specific qualitative methods
C) Social media research
D) Phone and mail surveys
Answer: D
LO: 2:4: New challenges to the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
22) Marketing researchers not only need to be skilled at gathering and analyzing data, but also at communicating results effectively because of ________.
A) The multiple new types of data and methods now in use
B) The multiple new types of social media
C) The multiple new types of interactive resources
D) The multiple new types of traditional data and methods
Answer: A
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
23) There exists a need for researchers to ________ in order effectively communicate.
A) understand the broader implications of new research technologies
B) dig deeper into data and deliver strategic insights with their results
C) dig deeper into data and deliver tactical insights with their results
D) understand the broader implications of social media data
Answer: B
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
24) There is an increasing demand for researchers to present results ________.
A) with full statistical analysis and commentary
B) with competitor data and profiles
C) in unambiguous, understandable, easy-to-grasp reports
D) in an understandable format that connects to the client's strategic plan
Answer: C
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) One of the most compelling challenges for the marketing research industry is finding individuals who combine tech savviness and analytical skills with the ________.
A) ability to perform high-level statistical analysis
B) ability to understand new software technologies
C) ability to understand syndicated and social media data
D) ability to synthesize data and present it in a compelling way
Answer: D
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
26) ________ is devoted to developing best practices regarding issues such as social media guidelines, calling cell phones, telephone monitoring and recording, and online sample and panel management.
A) MRA (Marketing Research Association)
B) Insights Association (IA)
C) AAPOR (American Association for Public Opinion Research)
D) CASRO (Council of American Survey Research Organizations)
Answer: B
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
27) "Sugging" refers to the practice of ________.
A) fundraising under the guise of a survey
B) selling under the guise of research
C) collecting data through telephone interviews
D) surveying under the guise of selling
Answer: B
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
28) "Frugging" refers to the practice of ________.
A) collecting data through telephone interviews
B) selling under the guise of a survey
C) fundraising under the guise of research
D) surveying under the guise of selling
Answer: C
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) Which of the following launched an initiative to encourage the routine disclosure of methods used in research information that is released to the public?
A) MRA (Marketing Research Association)
B) AMA (American Marketing Association)
C) AAPOR (American Association for Public Opinion Research)
D) CASRO (Council of American Survey Research Organizations)
Answer: C
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) What does the GreenBook Research Industry Trends (GRIT) report detail?
A) Provides insights by contrasting supplier (marketing research firm) views on issues with buyer (client) views.
B) Provides insights on supply-side and client-side pricing issues.
C) Compares and contrasts different approaches on survey methodologies.
D) Provides insights by contrasting supplier (marketing research firm) views with buyer (client) views on useful types of research methods.
Answer: A
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
31) ________ is the circumstance in which there is an exemption under the Do Not Call Registry.
A) Calling U. S. citizens to sell an unsolicited offer
B) Calling U.S. citizens for conducting surveys
C) Calling U.S. citizens for investment purposes
D) Calling U.S. citizens for telemarketing purposes
Answer: B
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
32) Which of the following has gathered and monitored trends in the marketing research industry?
A) Burke Institute
B) American Association for Public Opinion Research (AAPOR)
C) GreenBook
D) Industry Financial Survey
Answer: C
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
33) ________ is the annual publication examining perceived threats and attitudes toward changes in the industry, forecasts revenues, and profiles innovations.
A) Quirk's Researcher SourceBook™
B) Thomas Register®
C) ESOMAR Directory
D) GreenBook Research Industry Trends (GRIT)
Answer: D
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following publishes an annual Global Market Research report that includes many measures of industry performance?
A) ESOMAR
B) AAPOR
C) MRA
D) CASRO
Answer: A
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) The Insights Association "Code of Ethics: Responsibilities to Subjects and Clients" discusses the ethics of collecting data from subjects and on the behalf of clients. Which of the following is NOT considered a responsibility to either subjects or clients?
A) Respect the rights and well-being of data subjects and make all reasonable efforts to ensure that data subjects are not harmed, disadvantaged or harassed as a result of their participation in research.
B) Only inform clients when a project is conducted on behalf of more than one client.
C) Not use any data collected solely for a specific client for any other purpose without permission.
D) Always distinguish between research and non-research activities so as to maintain public confidence in the integrity of research.
Answer: B
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Difficult
Classification: Application
AACSB: Ethical understanding and reasoning
36) Which is the one issue that may pose an ethical problem for researchers?
A) Working on political campaign polling
B) Conducting research on the environment and climate change
C) Working on a project in which the outcome may not be in the best interests of society
D) Investigating emerging social media trends
Answer: C
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
37) Researchers' code of ethics includes respecting the rights and well-being of data subjects and make all reasonable efforts to ensure that data subjects are not harmed, disadvantaged or harassed as a result of their participation in research. This code falls into the category of
A) concern for society
B) fair dealings with clients and subcontractors
C) maintaining research integrity
D) duty of care
Answer: D
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
38) Researchers' code of ethics includes not using any data collected solely for a specific client for any other purpose without permission. This code falls into the category of ________.
A) honesty and transparency
B) proper study design
C) proper study supervision
D) duty of care
Answer: A
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
39) The major associations created a common ethical code to accurately represent their qualifications, skills, experience, and resources. This code falls into the category of ________.
A) fair dealings with respondents
B) honesty and transparency
C) fair dealings with clients and subcontractors
D) maintaining research integrity
Answer: B
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
40) The abbreviation, "PRC," stands for ________.
A) Public Researcher Certification
B) Professional Researcher Certification
C) Professional Researcher, Corporate
D) Professional Researcher Certificate
Answer: B
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) What organization sponsors the certification program in the U.S. for marketing researchers?
A) American Marketing Association
B) Marketing Research and Intelligence Association
C) Marketing Research Corporation
D) Insights Association
Answer: D
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
42) What organization sponsors the certification program in Canada for marketing researchers?
A) Marketing Research and Intelligence Association
B) American Marketing Association
C) Marketing Research Corporation
D) Insights Association
Answer: A
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
43) Which of the following is NOT an advantage of obtaining certification as a professional marketing researcher?
A) Puts researchers in a select group of like-minded professionals
B) Would be able to charge higher fees for their services
C) A visible badge of distinction, demonstrating professional skill, commitment, and dedication
D) Have taken training in both the research and legal fields
Answer: B
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
44) Some students go directly to work in the marketing research industry after obtaining undergraduate degrees. Which of the following is NOT one of the most common majors for undergrads who want to enter the field?
A) Business analytics
B) Statistics
C) Archaeology
D) Anthropology
Answer: C
LO: 2:7: How to investigate careers in the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
45) Some marketing research jobs, particularly those in client-side companies, require ________who have no direct experience in the field.
A) comprehensive training
B) extensive on-the-job experience
C) a graduate degree
D) certification
Answer: C
LO: 2:7: How to investigate careers in the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
46) IBIS World predicts that the number of employees in the marketing research industry will ________.
A) see jobs expand annually through 2022, but also experience a leveling of wages.
B) expand at an average annual rate of about 1% through 2022,
C) not see annual job expansion with a corresponding contraction in wage levels.
D) not see annual job expansion, but with a corresponding slight increase.
Answer: B
LO: 2:7: How to investigate careers in the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
47) Charles Coolidge Parlin conducted the first continuous and organized research in 1911, when he was hired by the Curtis Publishing Company to gather publishing information.
Answer: TRUE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
48) Prior to the Industrial Revolution, in an economy based on exploration with involvement in the shipping industry, there was not much need to "study" consumers.
Answer: FALSE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) A. C. Nielsen and George Gallup are known as the "Fathers of Marketing Research."
Answer: FALSE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
50) Even into the late 1950s and 1960s, marketing research was seen as dispensable for companies to track consumption changes in increasingly expanding markets.
Answer: FALSE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) The development of computer technology in the 1970s led to the automation of data management and analysis for larger firms.
Answer: TRUE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) In the 1990s, increased globalization and the growth of the internet led to further dramatic changes in the marketing research industry.
Answer: TRUE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) With globalization, marketing research supply-side firms established branches all over the globe, leading to mergers and acquisitions in the industry. This merger and acquisition activity has continued non-stop for almost 30 years.
Answer: FALSE
LO: 2:1: A brief history of the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) Client-side research is research that is conducted within an organization.
Answer: TRUE
LO: 2:2: The different types of marketing research firms
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) Supplier-side departments may appear in organizational charts under a variety of names, such as consumer insights, but they serve the basic function of providing information to decision makers.
Answer: FALSE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
56) Medium-sized and smaller firms may assign an individual or team to conduct some of the research, but often their responsibilities lie in helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.
Answer: TRUE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) 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.
Answer: TRUE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
58) The emergence of DIY marketing research has been inhibited by limited online access to secondary data and better knowledge of data analysis software such as SPSS.
Answer: FALSE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) Data analysis and visualization dashboards (such as those offered by Burke and Tableau) are tools not commonly used by DIY researchers.
Answer: FALSE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) Marketing research tools like online survey platforms (such as Qualtrics and SurveyMonkey), statistical analysis tools (such as SPSS, SAS, and R), and social media monitoring tools (such as Hootsuite and Meltwater) are useful to DIY researchers.
Answer: TRUE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
61) Supply-side marketing research is research conducted by an outside firm hired to fulfill a company's marketing research needs.
Answer: TRUE
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) Full-service supplier firms have the ability to define the problem, specify the research design, collect and analyze the data, and prepare the report.
Answer: TRUE
LO: 2:3: The industry structure of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
63) Firms can specialize in marketing research services such as online communities, questionnaire development and pretesting, data collection, or data analysis.
Answer: TRUE
LO: 2:3: The industry structure of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
64) Three professional organizations publish industry resources and provide a better understanding of the many different types of research firms and their specialties. The three organizations are New York AMA Communication Services (GreenBook), Insight Association (Blue Book), and Quirk's Researcher SourceBook™.
Answer: TRUE
LO: 2:3: The industry structure of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
65) The marketing research industry is one of the few that does not rely on derived demand.
Answer: FALSE
LO: 2:3: The industry structure of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
66) The fastest-growing regions of the world for marketing research are Africa and the Middle East.
Answer: FALSE
LO: 2:3: The industry structure of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
67) The five largest markets by country for marketing research are the United States, United Kingdom, Germany, France, and Japan.
Answer: TRUE
LO: 2:3: The industry structure of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
68) The marketing research industry is currently facing a number of important challenges including evolving sources of data and methodologies, the need to improve communication of results, and the need to hire talented and skilled employees.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) New challenges confront the marketing research industry. The industry must evolve or die. Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
70) Social media monitoring is the fastest growing method in the industry.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
71) Older and established marketing research companies find it difficult to keep abreast of new technologies, while new, upstart marketing research companies cannot always deliver on what they promise.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
72) With the multiple new types of data and methods now in use, marketing researchers not only need to be skilled at gathering and analyzing data but also at communicating results effectively.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
73) Most researchers support the opinion that the marketing research industry has been adapting to new opportunities at an acceptable pace.
Answer: FALSE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Newer methods that are gaining traction in the research industry include online communities, mobile-specific surveys, mobile qualitative methods, social media research, and neuromarketing.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
75) There is an increasing demand that marketing researchers provide simple and straightforward reports that "tell a story" rather than give clients lengthy, complex documents.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
76) A 2015 survey by GreenBook notes a need for individuals who can combine tech savviness and analytical skills with the ability to synthesize data and communicate results.
Answer: TRUE
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) Led by some active professional associations, several initiatives have been undertaken to improve industry performance.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
78) Several industry initiatives have been created to keep the public informed about the value of research, the appropriateness of research methods, and the ethics the industry uses in collecting research information.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Difficult
Classification: Application
AACSB: Ethical understanding and reasoning
79) Telemarketers used "sugging" for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
80) "Fund raising under the guise of research" is known as "frugging" and is illegal.
Answer: FALSE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
81) The Transparency Initiative was launched in 2014 by the American Association for Public Opinion Research (AAPOR) to encourage the routine disclosure of methods used in research information that is released to the public.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
82) The National Do Not Call Registry was established that allows U.S. and international citizens to register their telephone numbers to be protected from receiving unsolicited telemarketing calls.
Answer: FALSE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
83) Unsolicited phone calls for the purpose of conducting surveys were exempted from the restrictions imposed by the Do Not Call Registry.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Difficult
Classification: Application
AACSB: Ethical understanding and reasoning
84) Quirk's Researcher SourceBook™ report provides insights by contrasting supplier marketing research firms' views on issues with buyer-client views.
Answer: FALSE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
85) ESOMAR publishes an annual Global Market Research report, which examines many measures of industry performance.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
86) The professional associations serving the marketing research industry have all established rules, standards, or codes of ethical conduct.
Answer: TRUE
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
87) Insights Association stresses the industry's ethical responsibility to be honest, transparent, and straightforward in all interactions
Answer: TRUE
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
88) Even though supplier firms have codes of ethical conduct, they have no obligation to accurately represent their qualifications, skills, experience and resources.
Answer: FALSE
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
89) Supplier firms only retain all data and research materials to meet industry quality standards, company processes or as requested by a specific client.
Answer: FALSE
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Difficult
Classification: Application
AACSB: Ethical understanding and reasoning
90) In the United States, professionals may earn the Professional Researcher Certification (PRC).
Answer: TRUE
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) IBIS World predicts that the number of employees in the marketing research industry will expand at an average annual rate of 7% through 2022, with wages predicted to increase at an average annual rate of 11%.
Answer: FALSE
LO: 2:7: How to investigate careers in the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) Some marketing research jobs, particularly those in client-side companies, require a graduate degree for new employees who have no direct experience in the field.
Answer: TRUE
LO: 2:7: How to investigate careers in the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) Describe the evolution of the marketing research industry from the early roots in the 1800s to the present. Note key events from early beginnings to its evolution as a mature industry today that caused it to grow.
Answer: Answers do not have to completely or comprehensively recount the history of market research. However, answers should cover the key events and milestones of the development of the marketing research industry. Key points that may be mentioned are as follow: Gathering information dates back to the earliest days of recorded history. Surveys were used for politics in the United States in the early 1800s. The first known application of research to a business/marketing/advertising problem was conducted by an ad agency in 1879, and the first continuous, organized research was started in 1911 by Charles Coolidge Parlin. The industry began to grow in the early 1900s as the Industrial Revolution separated business owners from customers. Many developments occurred during the 20th century that allowed marketing research to evolve into a mature industry.
LO: 2:1: A brief history of the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) Describe client-side and supply-side marketing research. Provide an example of a typical project for each.
Answer: Students should be able to clearly distinguish between client-side and supply-side marketing research. Answers should include something similar to the following: Marketing research may be divided into client-side research and supply-side research. Client-side research is marketing research that is conducted within and for a firm (such as research that is conducted by a marketing research department within a manufacturing firm) Supply-side research is research that is conducted by an outside firm to fulfill a company's marketing research needs. Advanced answers will also include comments such as: Firms that conduct supply-side marketing research are also called agencies, or simply suppliers. A few large firms and many small firms characterize the industry. The largest firms have revenues in the billions of dollars. Firms are classified as full-service or limited-service supplier firms. All answers should provide a clear example of a typical project for each type.
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) Do-it-yourself (DIY) research has been called the "democratization" of marketing research. Discuss the factors and reasons that it is considered to be one of the great emerging trends affecting client-side research departments.
Answer: Do-it-yourself (DIY) marketing research refers to firms conducting their own marketing research. Answers should state that DIY marketing research has been facilitated by online access to secondary data and better knowledge of data analysis software such as SPSS. Comments should note that DIY research could provide the information needed to solve the user's problem in a cost-effective way. An increasing number of tools are being developed so firms can conduct their own marketing research. Advanced answers may mention 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 Meltwater), and data analysis and visualization dashboards (such as those offered by Tableau and Microsoft Power BI) as new valuable online tools.
LO: 2:2: The different types of marketing research firms
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
96) There are two types of supply-side firms or agencies: full-service firms and limited-service firms. Discuss the differences and similarities between full-service supplier firms and limitedservice firms. Provide examples of the typical projects or engagements each might perform. Answer: Answers should clearly discuss differences and similarities between full-service supplier and limited-service firms. Discussion may include comments to the effect that research that is conducted by an outside firm to fulfill a company's marketing research needs is called supply-side research. A firm that is engaged in supply-side marketing research is often referred to as an agency, or simply as a supplier. Comments will recognize that these firms specialize in marketing research and offer services to buyers needing information to make more informed decisions In most cases, client-side marketing researchers also purchase research from marketing research suppliers. General Motors, for example, while conducting research on electric cars, may hire a research firm in California to provide feedback from consumers who test-drive prototype cars. Large and small firms, for-profit and not-for-profit organizations, and government and educational institutions purchase research information from suppliers. Comments will recognize that 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 senior citizens or Hispanics. Typical projects or engagement examples may be those from the text or from the student's experience.
LO: 2:2: The different types of marketing research firms
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) There are many new challenges facing the marketing research industry that have emerged in recent years. Some practitioners say the industry "must evolve." Describe and discuss some of the challenges facing the industry. What trends will force the industry's evolution?
Answer: Discussion will note that marketing research clients are constantly seeking what has been called the holy grail of business: faster, better, and cheaper. The fast pace of technological change in the marketing research industry provides tools to help meet these needs, but also leads to important challenges. These challenges include the need to incorporate new and evolving sources of data and methodologies, the need to improve the communication of results, and the need to hire talented and skilled employees. Answers may mention that some researchers believe that the marketing research industry has been adapting to new opportunities too slowly. Older and established marketing research companies find it difficult to keep abreast of new technologies, and new, upstart marketing research companies cannot always deliver the insights that they promise.
LO: 2:4: New challenges to the marketing research industry
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) Discuss the marketing research industry's proactive efforts regarding self-improvement including specific initiatives and how they improve the practice of marketing research.
Answer: Comments should note that the marketing research industry has been proactive regarding self-improvement, largely through industry initiatives, extensive continuing education programs, and certification. Answers should discuss several of the following in greater detail: best practices, maintaining public credibility, monitoring industry trends, improving ethical conduct, continuing education, and certification programs. Responses should indicate a knowledge of "sugging" and "frugging"–both practices considered detrimental and unethical. (Sugging is "selling under the guise of research," while frugging is "fundraising under the guise of research." Both are unethical.) Advanced answers will mention and explain "The Transparency Initiative" and the National Do Not Call Registry as critical parts of the marketing research industry's effort to engage in self-improvement.
LO: 2:5: Industry initiatives for self-improvement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) Define the Professional Researcher Certification. Discuss what it is intended to do and the impact on the marketing research industry.
Answer: The discussion will note that the PRC is a response to a need to establish a credentialing program in the industry. Answers will mention that several organizations, led by the Marketing Research Association (now renamed the Insights Association), established a certification program for marketing researchers. The Professional Researcher Certification program (PRC) is designed to recognize the qualifications and expertise of marketing and opinion research professionals. The goal of PRC is to encourage high standards within the survey profession to raise competency, establish an objective measure of an individual's knowledge and proficiency, and encourage professional development. Achieving and maintaining PRC validates the knowledge of the market research industry and puts researchers in a select group of likeminded professionals. The certification is a visible badge of distinction, demonstrating professional skill, commitment, and dedication.
Answers may also differentiate between the U.S. and Canadian certification programs. In the United States, professionals may earn the Professional Researcher Certification (PRC). In Canada, the designation of Certified Marketing Research Professional (CMRP) is granted through the Marketing Research and Intelligence Association (MRIA.)
LO: 2:6: Areas of ethical sensitivity in the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
100) Discuss the preparation for marketing research jobs for both undergraduates and graduate students.
Answer: Following graduation, some students go directly into a marketing research job with a bachelor's degree in marketing, statistics, business analytics, computer science, psychology, sociology, anthropology, or another related field. Internships and entry-level jobs in marketing research have a variety of names. Common names include research analyst (or just "analyst"), consumer insights analyst, qualitative research analyst, user experience researcher, digital analyst, and social media analyst. Some marketing research jobs, particularly those in client-side companies, require a graduate degree for new employees who have no direct experience in the field. There are some excellent master's degree programs in marketing research. Quirk's maintains a directory of colleges and universities that offer certificates, concentrations, programs, or degrees in marketing research. Quirk's website also provides an active job-posting service that allows students to explore the types and locations of current job openings in marketing research.
LO: 2:7: How to investigate careers in the marketing research industry
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives
1) ________ is the first step of the marketing research process.
A) Establishing the need for marketing research
B) Defining the problem
C) Establishing the research objectives
D) Determining methods of accessing data
Answer: A
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
2) When managers must make decisions and they have 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: 3:1: 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 NOT one of the major reasons that marketing may not be the best solution?
A) The information is already available.
B) The timing is wrong to conduct marketing research.
C) The company has revenue.
D) Costs outweigh the value of the marketing research.
Answer: C
LO: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) What is the second step in the marketing research process?
A) Decide the research approach.
B) Establish the research objective.
C) Establish the research budget.
D) Define the problem.
Answer: D
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) ________ tell(s) the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem.
A) Research objectives
B) Research design
C) Research methodologies
D) Research plans
Answer: A
LO: 3:1: 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: 3:1: 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: 3:1: The steps of the marketing research process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
8) ________ are the three widely recognized research designs.
A) Exploratory, structured, and causal
B) Formal research, descriptive, and causal
C) Exploratory, descriptive, and causal
D) Descriptive, casual, and exploratory
Answer: C
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Why is identifying information sources and types an important part of the research process?
A) Decisions need to be made about the methods of analytics.
B) The methods related to the research plan need to be determined.
C) The need to determine sample size.
D) Research provides information to help solve problems.
Answer: D
LO: 3:1: 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: 3:1: 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: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
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: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
13) When we think about an overall marketing research project, ________ is the most important step in the marketing research process.
A) defining the problem
B) determining the need for marketing research
C) determining the research objectives
D) defining the research plan
Answer: A
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
14) On which of the following does the success of a marketing research project depend?
A) On correctly developing the research plan
B) On properly pinpointing a problem to formulate the problem statement
C) On identifying the correct research methodologies to support the research plan
D) On allocating enough resources and funds for the research budget
Answer: B
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) After management acknowledges that a problem or opportunity may exist, which of the following sets into motion a series of tasks to gain the needed information?
A) Acknowledging the need to budget for research
B) Setting the research budget.
C) Establishing research objectives.
D) Determining the research plan.
Answer: C
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
16) Which of the following is an example of 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?
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: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
17) A new use for a product is identified on social media, or those in a target market would like to shop online. What are these 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: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
18) Which of the following does NOT represent a proactive way of finding and identifying opportunities?
A) Reliance on innovation to renew product and services
B) Having an opportunity fall into the company's lap
C) Empowering sales teams and front-line employees to identify problems
D) Collaborating with clients in product development
Answer: B
LO: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
19) The ________ is the portion of an MIS system that makes managers aware of promotions cannibalizing other products or indicates which geographical regions are responding or not responding to promotions.
A) marketing research system
B) marketing intelligence system
C) internal reports system
D) marketing decision support system
Answer: C
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
20) 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: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) 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: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
22) In the event a researcher suspects symptoms have been confused with problems, he or she 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: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
23) The gap existing between what did happen and what could have happened, is known as ________.
A) a sampling error
B) a symptom
C) an opportunity
D) a problem
Answer: B
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
24) What type of analysis is required when the manager and researcher are in agreement about which symptom or symptoms are in need of attention and need to determine what could possibly cause the symptoms?
A) A competitive analysis
B) A situation analysis
C) A financial analysis
D) A product analysis
Answer: B
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
25) ________ alternatives are those marketing actions a manager considers which may resolve a problem.
A) Product
B) Distribution
C) Decision
D) Pricing
Answer: C
LO: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
26) ________ is the activity in which managers think may resolve the problem.
A) Choosing an alternative
B) Selecting an action
C) Planning actions
D) Determine decision alternatives
Answer: D
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) Marketing researchers are constantly thinking of ________as they go through the problem definition process.
A) constructs
B) the research budge
C) research objectives
D) marketing actions
Answer: A
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) A custom jeweler wants to understand the consequences of an increase in diamond sales by millennials and a decrease in sales by 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: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) ________ is the process researchers use to develop a goal-oriented statement or question that specifies what information is needed to solve a problem.
A) Establishing the need for marketing
B) Defining the problem
C) Establishing research objectives
D) Creating the problem statement
Answer: C
LO: 3:3: How to formulate research objectives
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
30) What of the following is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related?
A) A survey instrument
B) A survey measurement
C) Construct measurement
D) A construct
Answer: D
LO: 3:3: How to formulate research objectives
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
31) What are the elements of a construct that can be measured or quantified?
A) Variables
B) Measurements
C) Functions
D) Dependents
Answer: A
LO: 3:3: How to formulate research objectives
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) 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: 3:3: How to formulate research objectives
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) Research analysts sometimes propose ________ as part of the process of developing research objectives.
A) solutions
B) constructs
C) hypotheses
D) variables
Answer: C
LO: 3:3: How to formulate research objectives
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) ________ 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: 3:4: What an action standard is and why it can be helpful
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) Action standards ________ as well as entail making important decisions before data collection.
A) set clear guidelines for action after data collection
B) set guidelines for information to be collected from the respondent
C) set guidelines for measured characteristics for a research objective
D) set actions for development of the research plan
Answer: A
LO: 3:4: What an action standard is and why it can be helpful
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
36) Action standards prevent marketers from ________.
A) making the wrong decisions
B) learning information that is "nice to know"
C) creating frivolous marketing decisions
D) choosing "nice to use" but incorrect methodologies
Answer: B
LO: 3:4: What an action standard is and why it can be helpful
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
37) The ________ is the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.
A) marketing research plan
B) marketing research report
C) marketing research proposal
D) marketing research presentation
Answer: C
LO: 3:5: The components of the marketing research proposal
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
38) 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: 3:5: The components of the marketing research proposal
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
39) Which of the following is critical to ensure the client and the research firm are in agreement 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: 3:5: The components of the marketing research proposal
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
40) 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: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) The ________ is the first and one of the most critical elements of a proposal.
A) research objective
B) research methodology
C) project cost and budget
D) statement of the problem
Answer: D
LO: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
42) A marketing research proposal contains ________.
A) Symptoms associated with research
B) The action standards for a project
C) Important assumptions made by the researcher
D) The timetable for a research project
Answer: D
LO: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) The ________ is the portion of the proposal that indicates whether the research will be exploratory, descriptive, or causal.
A) research objective
B) research method
C) problem statement
D) statement of deliverables
Answer: B
LO: 3:5: The components of the marketing research proposal
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) 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: 3:5: The components of the marketing research proposal
Difficulty: Difficult
Classification: Application
AACSB: Ethical understanding and reasoning
45) 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: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
46) 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: 3:5: The components of the marketing research proposal
Difficulty: Difficult
Classification: Application
AACSB: Ethical understanding and reasoning
47) The value in characterizing the steps in the marketing research process is twofold. The first is that the steps give researchers and others an approximate idea of cost and potential results.
Answer: FALSE
LO: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) The research process is made up of 11 clearly defined steps.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
49) Most research projects follow an orderly 11 step-by-step process.
Answer: FALSE
LO: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) The research objectives should never be changed even after beginning to gather data.
Answer: FALSE
LO: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) As researchers move through the process, they understand that it is sometimes necessary to go back and revisit a previous step.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) Signals that indicate the need for marketing research include having to make decisions but not having adequate information.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) The importance of research will not usually be reflected in a company's policy regarding the use of marketing research.
Answer: FALSE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) Companies with policies regarding marketing research may show a preference for the type of research management prefers.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) Some managers have a policy of not conducting marketing research and simply do not believe in investing time and money in it.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) When making routine decisions, most managers have experience to act without any additional information.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) Before proceeding with a marketing research effort, managers should see if the marketing intelligence system (MIS), the internal reports system, or the decision support system (DSS) contains the needed information or data.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
58) Sometimes the timing is wrong to conduct marketing research and research may not be the best solution.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
59) 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: 3:1: The steps of the marketing research process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
60) The costs for marketing research are readily estimated and it is now easier to determine the ROI and value from the expenditures.
Answer: FALSE
LO: 3:1: The steps of the marketing research process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
61) All methods of measuring the value of research should specifically link the research results to business impacts.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) The metrics surrounding the value of marketing research should demonstrate that risk was mitigated and quantify the financial value of that risk reduction.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) Marketing research should only be conducted when there is a need to make a decision, and information is needed for decision-making purposes.
Answer: TRUE
LO: 3:1: The steps of the marketing research process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) The success of a marketing research project depends on properly pinpointing a problem to formulate the problem statement.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
65) Problems are situations calling for managers to make choices among alternatives. Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
66) The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized, but there is not enough information to know how to respond.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
67) Failure to meet an objective is the main source of problems in situations that are either potentially positive or negative for an organization.
Answer: FALSE
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
68) Early identification of problems can lead to managerial changes that can greatly improve bottom-line profits.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
69) For the most part, there is much variability among firms in terms of ability to identify opportunities.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
70) Managers may be aware of symptoms, but that does not mean they know what the problem is.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) A situation analysis is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
72) When the manager and researcher are in agreement about which symptom or symptoms are in need of attention, it is time to determine what could possibly cause the symptoms.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
73) The primary method of conducting a situation analysis is to gather and review both internal and external secondary data.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
74) 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: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
75) If the consequences are uncertain, research on each alternative under consideration will help determine which is the best choice.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
76) The problem statement is a concise description of the problem or opportunity that management is facing that requires research to make a decision.
Answer: TRUE
LO: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
77) The problem statement should specify from whom the information should be gathered and exactly what information is needed.
Answer: FALSE
LO: 3:3: How to formulate research objectives
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
78) An important part of developing research objectives is specifying what type of information should be measured.
Answer: TRUE
LO: 3:3: How to formulate research objectives
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) Once marketing researchers know the constructs to be measured, they can determine the proper way to measure that construct.
Answer: TRUE
LO: 3:3: How to formulate research objectives
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
80) The research objective should define how the construct being evaluated is measured.
Answer: TRUE
LO: 3:3: How to formulate research objectives
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
81) To guide the process of developing research objectives, research analysts sometimes propose hypotheses.
Answer: TRUE
LO: 3:3: How to formulate research objectives
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) Once the situation analysis and research objectives development process have been formulated, it may be useful to determine action standards.
Answer: FALSE
LO: 3:4: What an action standard is and why it can be helpful
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Action standards prevent managers from learning information that is "nice to know."
Answer: TRUE
LO: 3:4: What an action standard is and why it can be helpful
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
84) Research projects have the greatest likelihood for success when the managers and researchers are in close communication throughout the research process.
Answer: TRUE
LO: 3:4: What an action standard is and why it can be helpful
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
85) Curiously enough, managers who are more involved with the research process tend to launch new products which fail in the marketplace.
Answer: FALSE
LO: 3:4: What an action standard is and why it can be helpful
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
86) 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: 3:4: What an action standard is and why it can be helpful
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) The alternative term to "Request for Proposal" is "Requirement to Bid."
Answer: FALSE
LO: 3:5: The components of the marketing research proposal
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
88) The proposal should be professional looking, well written, and comprehensive. It should also very clearly define the problem and state the research objectives.
Answer: TRUE
LO: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) Client-side marketing researchers who are planning to conduct research on behalf of their own companies are often required to submit proposals prior to conducting research.
Answer: TRUE
LO: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
90) The details of a research proposal may contain proprietary details of proposed methods, approaches, and cost structures.
Answer: TRUE
LO: 3:5: The components of the marketing research proposal
Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
91) Ethical issues are of great concern to clients and researchers within the marketing research proposal process.
Answer: TRUE
LO: 3:5: The components of the marketing research proposal
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
92) There is no ethical rule of conduct that includes maintaining the confidential identity of clients and research sponsors.
Answer: FALSE
LO: 3:5: The components of the marketing research proposal
Difficulty: Easy
Classification: Application
AACSB: Ethical understanding and reasoning
93) 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 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: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) 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 marketing research arises when managers must make decisions and have inadequate information. Answers should also note 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 marketing 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 is already available, timing is wrong to conduct marketing research, or costs outweigh the value of marketing research.
LO: 3:1: The steps of the marketing research process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
95) 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 make a decision 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: 3:2: The importance and process of defining the problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) Define situation analysis. Discuss the primary methods for conducting a situation analysis and the value of the process to the researcher.
Answer: Answers may define situation analysis as "a form of exploratory research undertaken to gather background information and data that may be helpful in properly defining the problem decision." Comments may further explain that a situation analysis may reveal that the symptom of declining sales is more likely due to a problem with losing distributors than with ad copy. Researchers have a responsibility to ensure they are addressing the right problem, even when management has previously defined the problem. Discussion may describe the process for conducting a situation analysis such as: 1. Learning about the industry. 2. Review both internal and external secondary data. 3. Other methods include conducting experience surveys (discussions with knowledgeable persons inside and outside the firm), case analysis (examples of former, similar situations), pilot studies (mini-studies that may reveal problem areas), and focus groups (small groups discussing topics such as the company's products or services). Advanced answers may include comments that the researcher should carefully review all data to make sure symptoms are truly a company issue and not part of a wider industry or market issue.
LO: 3:2: The importance and process of defining the problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
97) 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, he or she is 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: 3:2: The importance and process of defining the problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) Describe the process of establishing research objectives. Why are research objectives important to the marketing research process?
Answer: Discussion should mention that after establishing the need for marketing research and defining the problem, the third step of the marketing research process is to establish research objectives. Research objectives are important because they state specifically what information the researcher must produce so that the manager can choose the correct alternative to solve the problem. Answers should mention development and use of hypotheses as part of the research objective process. (Hypotheses are statements that are taken as true for the purposes of argument or investigation.) Answers should also mention definition of constructs in establishing research objectives. (A construct is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related.)
LO: 3:3: How to formulate research objectives
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) 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 decisionmaking 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: 3:4: What an action standard is and why it can be helpful
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
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: 3:5: The components of the marketing research proposal
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 4 Research Design
1) After ________, research design is the next step in the marketing research process.
A) the problem has been defined and research objectives established
B) the type of data analysis has been established
C) considering factors such as a situation analysis and problem statement
D) creating research objectives and budget
Answer: A
LO: 4:1: What research design is and why it is important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
2) The research design is a ________ specifying the methods that will be used to collect and analyze the information needed for a research project.
A) methodology
B) master plan
C) generalized roadmap
D) proposed guide
Answer: B
LO: 4:1: What research design is and why it is important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) In which of the following is knowledge of research design important?
A) Selecting the appropriate data analytic visualization software
B) Developing an appropriate sales and marketing plan
C) Developing an appropriate study to approach a problem or opportunity
D) Developing the research for the corporate strategic plan
Answer: C
LO: 4:1: What research design is and why it is important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
4) Once the researcher knows the basic research design, ________ may be made to form a framework for the development of the research project.
A) the survey instrument
B) the research budget
C) staffing and resource allocations
D) a series of advance decisions to gain efficiencies
Answer: D
LO: 4:1: 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 pre-determined
Answer: D
LO: 4:1: What research design is and why it is important
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
6) ________ are the three types of research design.
A) Exploratory, descriptive, and causal
B) Exploratory, exploitive, and casual
C) Deductive, descriptive, and causal
D) Exploratory, causal, and prescriptive
Answer: A
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) ________ largely determine(s) the appropriate choice of the type of research design.
A) Budget restrictions
B) Objectives of the research
C) Whether the research is domestic or international
D) Type of analytics required
Answer: B
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) When a researcher does NOT have much knowledge about a market or needs newer or more recent information, the more likely he or she will conduct ________.
A) causal research
B) descriptive research
C) exploratory research
D) formal research
Answer: C
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Which of the following is used to examine relationships among variables associated with the problem or research objectives?
A) Exploratory research
B) Descriptive research
C) Formal research
D) Causal research
Answer: D
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) When we say that exploratory research is unstructured research, what do we mean?
A) That it does not have a predetermined set of procedures
B) That it does not have a predetermined timetable for completion
C) That management has not predetermined outcomes
D) That there is no amount of predetermined budget or resource limit
Answer: A
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
11) ________ is used to define a problem more precisely and generate hypotheses for an upcoming study.
A) Causal research
B) Exploratory research
C) Prescriptive research
D) Descriptive research
Answer: B
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
12) What type of research design should be used when a small family-owned jeweler experiences more than a 20 percent decline in sales and does NOT know the cause?
A) Causal
B) Explanatory
C) Exploratory
D) Descriptive
Answer: C
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) Which of the following is flexible, allows a researcher to investigate whatever sources he or she identifies, and, to the extent he or she feels is necessary, to gain an understanding of the problem at hand?
A) Causal
B) Explanatory
C) Descriptive
D) Exploratory
Answer: D
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) ________ is(are) NOT a use(uses) for exploratory research.
A) Confirming hypotheses
B) Gaining background information
C) Defining terms, clarifying problems, and hypotheses
D) To establish research priorities
Answer: A
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
15) 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
16) The core of exploratory research is often an analysis of ________.
A) quantitative data
B) primary data
C) secondary data
D) qualitative data
Answer: C
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
17) 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
A) primary data analysis
B) quantitative data analysis
C) qualitative data analysis
D) secondary data analysis
Answer: D
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
18) 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) ________differ(s) from surveys conducted as part of descriptive research in that there is usually no formal attempt to ensure that the results are representative of any defined group of subjects.
A) Experience surveys
B) Primary research
C) Focus groups
D) Mall intercepts
Answer: A
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
21) ________ offers a way to gain background information for a problem, to define terms, to clarify problems and hypotheses, and to establish research priorities.
A) Descriptive research
B) Prescriptive research
C) Exploratory research
D) Causal research
Answer: C
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
22) 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
23) 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 their 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
24) Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research.
A) exploratory research
B) case study analysis research
C) experience research
D) descriptive research
Answer: A
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
25) Which of the following types of research is also used to project a study's findings to a larger population?
A) Descriptive research
B) Exploratory research
C) Causal research
D) Case study analysis
Answer: A
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
26) Descriptive research studies include type of ________.
A) studies that specify the causality in the problem
B) studies that need answers to who, what, when, where, and how questions
C) studies that describe previous findings in similar problems
D) studies that answer who and what about customers
Answer: B
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
27) ________ are the two basic types of studies categorized as descriptive research.
A) Case analysis and experiments
B) Longitudinal studies and case analysis
C) Longitudinal studies and cross-sectional studies
D) Focus groups and case analysis
Answer: C
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
28) ________ are the types of descriptive research studies that measure a population at only one point in time.
A) Point-in-time studies
B) Longitudinal studies
C) Cross-point studies
D) Cross-sectional studies
Answer: D
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
29) ________ask panel members the same questions on each panel measurement.
A) Continuous panels
B) Variable panels
C) Multivariate panels
D) Discontinuous panels
Answer: A
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) ________ 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: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) ________ 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: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) 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: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest.
A) causal research
B) focus group research
C) exploratory research
D) descriptive research
Answer: A
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
34) 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: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
35) Examples of ________ would include level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product.
A) dependent variables
B) independent variables
C) co-dependent variables
D) non-dependent variables
Answer: B
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
36) When we think of ________, some examples include sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits.
A) dependent variables
B) independent variables
C) co-dependent variables
D) non-dependent variables
Answer: A
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) 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: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
38) 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: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
39) Which of the following concerns external validity?
A) The extent to which the change in the dependent variable was actually due to the independent variable
B) The measurement of extraneous variables that is internal to the experimental setting itself
C) The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world
D) The representativeness of the sample test units
Answer: C
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
40) A firm wants to test the marketing mix or product variables through the company's normal distribution channels. What type of test marketing should be used?
A) Standard test markets
B) Simulated test markets
C) Electronic test markets
D) Controlled test markets
Answer: A
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) ________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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Moderate
Classification: Concept
AACSB: Application of knowledge
42) 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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Moderate
Classification: Concept
AACSB: Application of knowledge
43) An example of ________ would be when an outside research firm guarantees distribution of a product that 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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) 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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) 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) Assists with sales forecasting
D) Competition can run a simultaneous field test.
Answer: D
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
46) Which of the following is NOT an advantage of using a simulated test market?
A) Accuracy
B) Considerably less expensive
C) Less potential for interference from extraneous variables
D) Confidentiality.
Answer: A
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) After becoming familiar with the problem and research objectives, researchers select a research design, which is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project.
Answer: TRUE
LO: 4:1: What research design is and why it is important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.
Answer: TRUE
LO: 4:1: What research design is and why it is important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) There are usually enough similarities among problems and objectives to allow researchers to make some decisions in advance about the best research design to use to resolve the problem.
Answer: TRUE
LO: 4:1: What research design is and why it is important
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
50) Once a researcher knows the basic research design, a series of advance decisions can be made to form a framework for the development of the research project.
Answer: TRUE
LO: 4:1: What research design is and why it is important
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
51) 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.
Answer: TRUE
LO: 4:1: What research design is and why it is important Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) Research designs are classified into three traditional categories: exploratory, prescriptive, and causal.
Answer: FALSE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) The choice of the most appropriate design depends largely on the objectives associated with the research.
Answer: TRUE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) There are common categories of objectives. One of these includes gaining background information and developing analytical approaches to data.
Answer: FALSE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) One common category of objectives is to measure the state of a variable of interest.
Answer: TRUE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
56) 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: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) Ethical issues may arise in the research design process including potential for recommending a costlier design than needed.
Answer: TRUE
LO: 4:1: What research design is and why it is important Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
58) A researcher needs to keep in mind that it may be perfectly legitimate to begin with any one of the three designs, and to use only that one design.
Answer: TRUE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
59) 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: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Ethical understanding and reasoning
60) If we know very little about a problem, then the obvious choice is descriptive research. Answer: FALSE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
61) When a substantial amount is known about the problem or the research objective, it is best to use a secondary research.
Answer: FALSE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) Causal research should only be used when a fair amount is known about the problem and when looking for causal relationships among variables associated with the problem or research objectives.
Answer: TRUE
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) Exploratory research has a formal and predetermined set of procedures.
Answer: FALSE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) Julianne Goldmark and Emily Matson admired the hair accessories worn by characters on the television show Gossip Girl but were unable to find similar products in stores that were affordable. The duo began creating and selling their own hair accessories. They now have an expanding business called Emi-Jay that makes millions annually.
Answer: TRUE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
66) Exploratory research allows the researcher to investigate whatever sources he or she identifies to gain an understanding of the problem at hand.
Answer: TRUE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
67) Exploratory research cannot offer breakthrough ideas and fresh insights that lead to strategic knowledge.
Answer: FALSE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
68) One of the shortcomings of exploratory research is that it can help to define terms and concepts.
Answer: TRUE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) Exploratory research allows the researcher to define the problem more precisely and to generate hypotheses for the upcoming study.
Answer: TRUE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
70) Secondary information is widespread and readily available; analyzing secondary data is almost always an important part of a marketing research project.
Answer: TRUE
LO: 4:3: How exploratory research design helps the researcher gain understanding of a problem
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) Studies examining the extent to which consumers are loyal to one brand versus buying different brands are known as brand-switching studies.
Answer: TRUE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
72) 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: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
73) Market-racking studies are studies that monitor the same variables of interest over time.
Answer: TRUE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
74) Tracking sales by SKU over time is an example of a brand-switching study.
Answer: FALSE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
75) Descriptive research is desirable when we wish to project a study's findings to a larger population.
Answer: TRUE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
76) 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: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
77) Because longitudinal studies involve multiple measurements, they can be described as "movies" of the population.
Answer: TRUE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) The alternative term for continuous panels is omnibus panels.
Answer: TRUE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
79) Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors.
Answer: FALSE
LO: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
80) Findings from behavioral economics, a field of study which integrates psychology with economics and other disciplines to understand decision making, are useful in causal research.
Answer: TRUE
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) If you want to change your GPA (dependent variable), you must change certain independent variables such as amount of time devoted to study, class attendance, reading your text, and listening while in class.
Answer: TRUE
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
82) A field experiment involves manipulating the dependent variable and measuring the independent variable in a controlled environment.
Answer: FALSE
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
83) 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: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
84) Laboratory experiments are desirable when the intent of the experiment is to achieve high levels of external validity.
Answer: FALSE
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
85) Laboratory experiments allow the researcher to control the effects of extraneous variables, which is the primary advantage of laboratory experiments.
Answer: TRUE
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
86) The process that provides procedures for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in the independent variable is called experimental design.
Answer: TRUE
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) The phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting is test marketing.
Answer: TRUE
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
88) The disadvantages of test marketing are infallibility, cost, exposure of the product or service to competition, and ethical issues.
Answer: FALSE
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) 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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
90) 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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) Test marketing is expensive and time consuming but both can be justified if the results can improve a product's chances of success.
Answer: TRUE
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
92) Competitors get the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market.
Answer: TRUE
LO: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) 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 him or her to make some decisions 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: 4:1: What research design is and why it is important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) 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: 4:2: The three major types of research design: exploratory, descriptive, and causal
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
95) What is the relationship of casual research and experiments? What are two types of experimental designs that are frequently used?
Answer: The response should explain that causal relationships may be discovered only through special studies called experiments. Discussion will recognize that experiments allow us to determine the effects of a variable, known as an independent variable, on another variable, known as a dependent variable. Experimental designs are necessary to ensure that the effect we observe in our dependent variable is due to our independent variable and not to other variables known as extraneous variables. Two types of experimental designs that are frequently used are before-after testing and A/B testing. Responses will also explain that the validity of experiments may be assessed by examining internal validity and external validity. Laboratory experiments are particularly useful for achieving internal validity, whereas field experiments are better suited for achieving external validity.
LO: 4:2: The three major types of research design: exploratory, descriptive, and causal Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
96) 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: 4:3: How exploratory research design helps the researcher gain understanding of a problem Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) 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: crosssectional 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: 4:4: The fundamental questions addressed by descriptive research and the different types of descriptive research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) Discuss causal research and why studies of the "if-then" variety are considered to be 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 through the use of experiments, which are special types of studies.
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) Define and discuss experimental design. What are the advantages and disadvantages of experiments?
Answer: Students should be able to define clearly experimental design as a procedure for devising an experimental setting so that a change in a dependent variable may be attributed solely to the change in an independent variable. Students should be able to state that there are two basic types of experiments: laboratory and field. Comments should explain laboratory experiments as those in which one or more independent variables are manipulated, and measures of the dependent variable are taken in an artificial setting for the purpose of controlling all extraneous variables that may affect the dependent variable. Answers will note that there are advantages to laboratory experiments. First, they allow the researcher to control for the effects of extraneous variables. Second, compared to field experiments, lab experiments may be conducted quickly and with less expense. The disadvantage of laboratory experiments is the lack of a natural setting and, therefore, the concern that the findings do not generalize to the real world. Students should discuss field experiments like those in which the independent variables are manipulated, and the measurements of the dependent variable are taken in their natural setting. Additional discussion may add that the primary advantage of the field experiment is that of conducting the study in a naturalistic setting, thus increasing the likelihood that the study's findings will also hold true in the real world. Comments will note that field experiments, however, are expensive and time-consuming. Also, the experimenter must always be alert to the impact of extraneous variables, which are difficult to control in the natural settings of field experimentation.
LO: 4:5: What is meant by causal research and the different types of experimental research design
Difficulty: Difficult
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: 4:6: The different types of test marketing and how to select test-market regions
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 5 Secondary Data and Packaged Information
1) Which of the following refers to numerous types and huge amounts of data to which companies now have access in real time?
A) Data analytics
B) Big data
C) Proprietary data
D) Primary data
Answer: B
LO: 5:1: The opportunities and challenges of big data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) The term often used to refer to the management and analysis of data to improve marketing decisions is known as ________.
A) marketing analytics
B) big data
C) primary data analytics
D) secondary data analytics
Answer: A
LO: 5:1: The opportunities and challenges of big data
Difficulty: Easy
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 about 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: 5:1: 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: 5:1: The opportunities and challenges of big data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) Which of the following describes data developed or gathered by the researcher specifically for the research project at hand?
A) Proprietary data.
B) Secondary data.
C) Primary data.
D) Big data.
Answer: C
LO: 5:2: The differences between primary and secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) ________ are data gathered by another source other than the researcher or for some other purpose than the research project.
A) Primary data
B) Published data
C) Proprietary data
D) Secondary data
Answer: D
LO: 5:2: The differences between primary and secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) Which of the following could be useful in forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others?
A) Secondary data
B) Government data
C) Primary data
D) Big data
Answer: A
LO: 5:2: The differences between primary and secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) Which of the following is NOT an example of external secondary data?
A) Encyclopedia of Business Information Sources
B) Business Source Complete
C) Salesforce.com sales data
D) Brands and Their Companies
Answer: C
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Which of the following are sources of information published by public organizations, including government institutions and international organizations?
A) Data aggregators
B) Official statistics
C) Published sources
D) Custom sources
Answer: B
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) Which of the following makes all data collected by the government available and accessible by default except for personal information or data related to national security?
A) Electronic Communications Privacy Act (ECPA)
B) Computer Fraud and Abuse Act (CFAA)
C) Cyber Intelligence Sharing and Protection Act (CISPA)
D) Open Data Policy 2013 (ODP)
Answer: D
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) The general manager of a jewelry store would like to allocate radio ad dollars to the three markets in which the store has locations. The manager's review of secondary data shows that retail sales of jewelry are available by radio market area. Allotting the radio budget based on the percentage of sales in a given market would be an excellent way to ________.
A) solve the manager's problem and satisfy the research objective
B) solve the manager's problem by predicting actual sales of pieces of jewelry
C) complicate the manager's problem on how much inventory to order
D) complicate the manager's problem and satisfy the objective
Answer: A
LO: 5:4: The advantages and disadvantages of secondary data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
12) Of the following which NOT an advantage of secondary data?
A) Secondary data can usually be obtained quickly.
B) Secondary data may be obtained in any form desired.
C) Secondary data are relatively inexpensive.
D) Secondary data may achieve the research objective.
Answer: B
LO: 5:4: The advantages and disadvantages of secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) ________ is a NOT a disadvantage associated with secondary data.
A) Timeliness of the secondary data
B) Mismatch of the units of measurement
C) Source and origin of data are not identified
D) Lack of information needed to assess the credibility of the data reported
Answer: C
LO: 5:4: The advantages and disadvantages of secondary data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) Which of the following best outlines the problems with secondary data?
A) Data have been collected specifically to address the problem at hand but is proprietary.
B) Data have not been collected specifically to address the problem at hand and belongs to another company.
C) Data have not been collected specifically to address the problem at hand and is out-of-date.
D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.
Answer: D
LO: 5:4: The advantages and disadvantages of secondary data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
15) 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: 5:5: How to evaluate secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data?
A) Evaluate how the information was gathered
B) Evaluate the availability of the data
C) Evaluate the purpose of the study
D) Evaluate the consistency of the information with other information
Answer: B
LO: 5:5: How to evaluate secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) Some studies are conducted to "prove" some position or to ________.
A) attract investors or be acquired
B) protect unfit or negligent management
C) advance the special interest of those conducting the study
D) ensure financial stability
Answer: C
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
18) 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 ________.
A) the need to evaluate data on the basis of who collected the information
B) the need to evaluate data on how the information was collected
C) the need to evaluate data on the basis of how the information was obtained
D) the need to evaluate data based on the purpose of the study
Answer: D
LO: 5:5: How to evaluate secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) ________ 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: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) Which of the following is a source of official statistics and updates U.S. data on an annual basis?
A) U.S. Census
B) American Community Survey
C) County Business Patterns
D) Census of e-Retail Trade
Answer: B
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
21) 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: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Packaged services rarely provide clients with ________.
A) solutions they are looking for
B) the same solutions
C) similar outcomes
D) the same data
Answer: D
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) Packaged information is a special form of ________.
A) secondary data
B) social media data
C) primary data
D) consumer data
Answer: A
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) ________ provide each client with a marketing research process that is used to generate information for a particular user.
A) Data from a common database
B) Prepackaged services
C) Custom primary data
D) Routine market data
Answer: B
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
25) Nielsen Ratings service, ________, measures TV audience size and viewer demographics for TV programs.
A) a syndicated data processing firm
B) a standardized data processing firm
C) a syndicated data services firm
D) a packaged data services firm
Answer: C
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
26) An organization may elect to use a ________ instead of trying to "reinvent the wheel" by developing its own process for measuring customer satisfaction.
A) syndicated service
B) custom data service
C) customer relationship management service
D) packaged service
Answer: D
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) What is the term for firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms?
A) Syndicated data firms
B) Custom research data firms
C) Government data recyclers
D) Industry research data firms
Answer: A
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) Of the following, which is NOT a key advantage of syndicated data?
A) The quality of the data collected is typically high.
B) The client has control over which data are to be collected.
C) Because there are many subscribers, the cost is usually reduced.
D) Information is collected and is quickly disseminated to subscribers.
Answer: B
LO: 5:7: What are the advantages and disadvantages of packaged information
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
29) Of the following, which is NOT a key advantage of packaged information?
A) The experience of the firm gathering the data
B) The collection of the information by the supplier is efficient and far less costly.
C) Customization of various portions of the project
D) Reduced turnaround time from start to finish
Answer: C
LO: 5:7: What are the advantages and disadvantages of packaged information
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
30) Manufacturers interested in prevailing attitudes about pollution and government regulation would be an application of what type of research?
A) Opinion polling research
B) Syndicated research
C) Customized research
D) Packaged information research
Answer: D
LO: 5:8: Some common applications of packaged information
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) The term geodemographics is associated with what type of research application?
A) Packaged information
B) Census-related
C) Syndicated
D) Customized
Answer: A
LO: 5:8: Some common applications of packaged information
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) Which of the following services is used to monitor the effectiveness of print media promotional messages?
A) Syndicated services
B) Packaged services
C) Customized services
D) Media services
Answer: B
LO: 5:8: Some common applications of packaged information
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) 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: 5:8: Some common applications of packaged information
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) The American Cancer Society has several websites and apps that they use for multiple purposes, including soliciting donations, recruiting volunteers, and offering information on cancer detection and treatment. They wanted to understand how users with different goals used their 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) Packaged data
C) Syndicated data
D) Digital tracking data
Answer: D
LO: 5:9: How digital data are tracked and used
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
35) ________ 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: 5:9: How digital data are tracked and used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) 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: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
37) ________ 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: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
38) Social media have 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 to access data
C) Little or no expertise is needed to organize and analyze data
D) Unprompted, unfiltered, and authentic voice of the consumer
Answer: C
LO: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) The use of social media data for marketing 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: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
40) 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: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) ________, 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: 5:11: The future potential of the Internet of Things
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
42) 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: 5:11: The future potential of the Internet of Things
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
43) Mr. Coffee Smart Coffee Makers, Fitbits, Google Home devices, and Tesla Model S's are examples of ________.
A) smart technologies
B) big data technologies
C) wearable technologies
D) artificial technologies
Answer: A
LO: 5:11: The future potential of the Internet of Things
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) The generated data from wearables can be particularly valuable to which industry?
A) Consumer products industries
B) Entertainment industry
C) Electronics industries
D) Health and fitness industries
Answer: D
LO: 5:11: The future potential of the Internet of Things
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
45) 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: 5:12: The ethical responsibility that comes with managing big data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
46) Since the data from the IoT generally lack context, it cannot reveal what thought process might have gone into a purchase.
Answer: FALSE
LO: 5:11: The future potential of the Internet of Things
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
47) The phrase, "big data" is often used to indicate alarm and apprehension about the enormous–and multiplying–amounts of data that are being created on an ongoing basis.
Answer: TRUE
LO: 5:1: The opportunities and challenges of big data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) 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: 5:1: The opportunities and challenges of big data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
49) Big data does not have the potential to increase productivity for companies significantly.
Answer: TRUE
LO: 5:1: The opportunities and challenges of big data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) Given the large amounts of data available, researchers need to be strategic about their use.
Answer: TRUE
LO: 5:1: The opportunities and challenges of big data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) Even with big data, researchers first must be sure that the budget and research design have been carefully defined.
Answer: FALSE
LO: 5:1: The opportunities and challenges of big data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) Suggested applications for secondary data include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others.
Answer: TRUE
LO: 5:2: The differences between primary and secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) Commercial firms, government agencies, or community service organizations conducting surveys, recording transactions, or conducting business activities are creating written records of activities. This type of data represents primary data.
Answer: FALSE
LO: 5:2: The differences between primary and secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) Most projects cannot be based exclusively on secondary data.
Answer: FALSE
LO: 5:2: The differences between primary and secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) Data captured from sales records, purchase requisitions, invoices, and complaints represent internal secondary data.
Answer: TRUE
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) A database refers to a collection of data and information describing items of interest, and consists of records and subcomponents of fields.
Answer: TRUE
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
57) Data mining software helps managers make sense out of seemingly senseless masses of information contained in databases.
Answer: TRUE
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) Macromarketing employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.
Answer: FALSE
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) There are three primary sources of external data: (1) published sources, (2) official data, and (3) data aggregators.
Answer: TRUE
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) Information prepared for public distribution by trade associations, professional organizations, companies, and other entities and can be found in libraries and online is an example of official data.
Answer: FALSE
LO: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
61) One of the advantages of secondary data is that for almost any application, some secondary data are readily available.
Answer: TRUE
LO: 5:4: The advantages and disadvantages of secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) 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: 5:4: The advantages and disadvantages of secondary data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
63) 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: 5:4: The advantages and disadvantages of secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) 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: 5:4: The advantages and disadvantages of secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
65) Companies use their 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: 5:3: The different classifications of secondary data, including internal and external databases
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
66) Trustworthy sources of secondary data will almost always have comprehensive details related to the methods used to collect their data.
Answer: TRUE
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
67) Because of their reputations and acknowledged expertise, competent firms usually do not voluntarily provide written and detailed explanations of the procedures and methods used in collecting the information cited in the report.
Answer: FALSE
LO: 5:5: How to evaluate secondary data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
68) Studies may claim to provide information on a specific subject but, in fact, measure something quite different.
Answer: TRUE
LO: 5:5: How to evaluate secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) 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: 5:5: How to evaluate secondary data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
70) It is rare that two organizations will report exactly the same results. In assessing differing data, the magnitude of the differences is a good place to start.
Answer: TRUE
LO: 5:5: How to evaluate secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) It is not always easy to find out how secondary data were gathered.
Answer: TRUE
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
72) When you are 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: 5:5: How to evaluate secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
73) It is not rare that two organizations will report exactly the same results.
Answer: FALSE
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
74) The American Community Survey (ACS) is an example of a source of official statistics that are available for free.
Answer: TRUE
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
75) An offshoot of the U.S. Census, the ACS updates U.S. data on an every-other-year basis.
Answer: FALSE
LO: 5:5: How to evaluate secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
76) Packaged information is a special form of secondary data and consists of two broad classes, which include syndicated data and packaged services.
Answer: TRUE
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
77) Syndicated data are a form of external primary data that are supplied from a common database to subscribers for a long-term service fee.
Answer: FALSE
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) Firms supplying syndicated data do not necessarily follow standard research formats that enable them to collect the same data over time.
Answer: FALSE
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) 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: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
80) The term syndicated services refers to a prepackaged marketing research process that is used to generate information for a particular user.
Answer: FALSE
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) 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: 5:7: What are the advantages and disadvantages of packaged information
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) Because of ethical considerations, a firm that offers a packaged service can use its experience to provide measures obtained from previous research to allow direct comparisons and make sense of results.
Answer: FALSE
LO: 5:7: What are the advantages and disadvantages of packaged information
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) A company providing a packaged service may not know the idiosyncrasies of a particular industry; therefore, there is a greater burden on the client to ensure that the packaged service fits the intended situation.
Answer: TRUE
LO: 5:7: What are the advantages and disadvantages of packaged information
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) Marketers are interested in consumers' attitudes toward private brands versus national brands, the quality of products made in America and elsewhere, and claims of health benefits. Data purchased for this purpose would be an application of packaged information.
Answer: TRUE
LO: 5:8: Some common applications of packaged information
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
85) 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: 5:8: Some common applications of packaged information
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
86) Packaged data services provide client firms with sophisticated methods of identifying members of their target market, locating these members, and provide information that will help efficiently reach these target markets.
Answer: TRUE
LO: 5:8: Some common applications of packaged information
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) Point of sale (POS) data are automatically collected when consumers buy products.
Answer: TRUE
LO: 5:8: Some common applications of packaged information
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
88) Three major tools are used to track consumers' online activities: behavioral profiling, cookies, and device IDs (identifications).
Answer: FALSE
LO: 5:9: How digital data are tracked and used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) Social media data may be considered a form of secondary data, since it is information that does not originate as a result of a marketing research project.
Answer: TRUE
LO: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
90) 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: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
91) A recent research study stated, "IoT will radically transform our industry from relying heavily on secondary data, to truly integrating passively collected primary data."
Answer: FALSE
LO: 5:11: The future potential of the Internet of Things
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) A major category of objects that is part of the IoT is wearables or wearable technology.
Answer: TRUE
LO: 5:11: The future potential of the Internet of Things
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) Define the term big data. Describe the challenges as well as the opportunities for the use of big data by marketing researchers.
Answer: Answers should demonstrate a basic understanding of the term "big data," which may include: Big data refers to large amounts of data from multiple sources. Comments should note that the term big data has been popularized in recent years in response to the numerous types and huge amounts of data to which companies now have access in real time. Answers should include that a statement that the phrase is often used to indicate alarm and apprehension about the enormous–and multiplying–amounts of data that are being created on an ongoing basis. Comments regarding the challenges of big data may mention that effective use of multiple sources of data requires having the resources and talent available to retrieve, store, integrate, analyze, and report the data. "Making meaning" out of big data sets may also be mentioned. Access to big data also creates great opportunities. Proper management of big data has the potential to increase productivity for companies significantly. In addition to increasing productivity, other answers might mention the use of big data as an immense opportunity to know extraordinary amounts about customers–both in business-to-consumer as well as businessto-business environments. Advanced answers may include specific sources of big data such as companies, sensors, retailers, trade organizations, governments, publishers, 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.
LO: 5:1: The opportunities and challenges of big data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) Describe the difference between internal secondary data and data gathered externally (primary data). What are some applications of secondary data? Give one example of the use of each.
Answer: Comments should mention that there are many uses of secondary data in marketing research, and sometimes secondary data are all that is needed to achieve the research objectives. Answers should note that data needed for marketing management decisions can be grouped into two types: primary and secondary. Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. Answers may mention applications of secondary data that range from predicting broad changes in a region's "way of life" to specific applications, such as selecting a street address location for a new car wash. Suggested applications for secondary data include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others. Secondary data might provide marketers with the information about demographics that they need to help forecast the size of the market in a newly proposed market territory.
LO: 5:2: The differences between primary and secondary data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
95) 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 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 have not been collected specifically to address the problem at hand but have been collected for some other purpose.
LO: 5:4: The advantages and disadvantages of secondary data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) What is meant by the term "marketing analytics"? How can the use of data 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 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: 5:1: The opportunities and challenges of big data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) Describe the two classes of packaged information and the advantages and disadvantages of each.
Answer: Students should be able to identify the two classes of packaged information: syndicated data and packaged services. (Note: Some students may confuse the terms "packaged information" with "packaged services." This question addresses the category of packaged information; not one of the two types, which is packaged services.) Answers should mention the advantages of syndicated data are shared costs, high-quality data, and speed with which data are collected and made available for decision making. Answers should address the disadvantages of packaged information by noting that there is little control over the data collected, buyers must commit to long-term contracts, and competitors have access to the same information. When addressing the advantages of packaged information, answers should state that advantages of packaged services are the experience of the firm offering the service, reduced cost, and increased speed of conducting the service. Disadvantages of packaged services are the inability to customize services and the service firm not being knowledgeable about the client's industry.
LO: 5:6: What packaged information is and the differences between syndicated data and packaged services
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) Discuss the four major areas in which packaged information sources may be applied. Answer: Answers should mention that packaged information is useful in many marketing research decisions, such as measuring consumer attitudes and opinions, defining market segments, monitoring media usage and promotion effectiveness, and conducting market tracking studies. Comments may note that research firms supply packaged services that measure and report attitudes and opinions on these issues and many more. Gallup, one of the oldest of these firms, has been tracking attitudes and opinions and monitoring changes for many decades. The use of packaged information in market segmentation may be explained by explaining that several marketing research firms offer a packaged service of providing client firms with sophisticated methods of identifying members of their target market, locating these members, and providing information that will help develop promotional materials to efficiently reach these target markets. Advanced answers will discuss geodemographics (the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants) as use of packaged information for segmentation purposes. With regard to the use of packaged information in monitoring media usage and promotion effectiveness, comments may cite monitoring of TV, radio, print, and other sources. Advanced answers may discuss specific monitoring services and what the services monitor. Finally, students should explain that tracking studies are longitudinal studies that monitor a variable such as sales or market share over time. Advanced answers will include specific suppliers and examples of tracking studies
LO: 5:7: What are the advantages and disadvantages of packaged information
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
99) 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 their 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-tothe-minute feedback on any of the 4 Ps 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: 5:10: The uses of social media data and their advantages and disadvantages
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
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 their actions to be sure they are performing their work with integrity and safeguarding the well-being of consumers.
LO: 5:12: The ethical responsibility that comes with managing big data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 6 Utilizing Exploratory and Qualitative Research Techniques
1) Which of the following describes research involving the administration of a set of structured questions with predetermined response options to a large number of respondents?
A) Quantitative research
B) Primary research
C) Qualitative research
D) Secondary research Answer: A
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.
A) qualitative
B) quantitative
C) strategic
D) tactical Answer: B
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) Which of the following correctly describes collecting, analyzing, and interpreting data by observing what people do and say?
A) Quantitative research
B) Primary research
C) Qualitative research
D) Secondary research Answer: C
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) Of the following, which is becoming increasingly popular in a number of research situations and conducted using an observational technique or unstructured questioning?
A) Quantitative research
B) Secondary research
C) Strategic research
D) Qualitative research
Answer: D
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) Which of the following is also known as pluralistic or hybrid research?
A) Qualitative research
B) Quantitative research
C) Mixed methods research
D) Product research
Answer: C
LO: 6:1: The differences 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: 6:1: The differences 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 a number of characteristics and then discuss their reactions with other focus group participants. This is an example of ________.
A) conducting product testing simultaneously
B) conducting primary and secondary research concurrently
C) conducting quantitative and qualitative research simultaneously
D) conducting market tests and taste tests concurrently
Answer: C
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
8) ________ is(are) a qualitative research technique in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented.
A) Observational research methods
B) Behavioral research methods
C) Mixed methods research
D) Product research methods
Answer: A
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) ________ 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: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) Which type of research did a Swiss chocolate maker use to study the behavior of "chocoholics"?
A) Indirect observational research
B) In situ observational research
C) Direct observational research
D) Covert observational research
Answer: C
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
11) What type of observational research is a sales manager using when she examines records of sales calls to determine how frequently salespeople make cold calls?
A) Direct
B) Structured
C) Covert
D) Indirect
Answer: D
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
12) The manager of a large financial call center listens in to the customer service representatives' calls. This is an example of what type of observational research?
A) Covert observational research
B) Structured observational research
C) Overt observational research
D) Direct observational research
Answer: A
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
13) A researcher identifies beforehand exactly which behaviors are to be observed and recorded; all other behaviors are ignored. The type of observational research that this represents is
A) structured observational research.
B) overt observational research.
C) invented research
D) indirect research.
Answer: A
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) 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 monitored?
A) Covert observational research
B) Unstructured observational research
C) Structured observational research
D) Direct observational research
Answer: B
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) 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 ________.
A) covert observational research.
B) in situ observational research.
C) unstructured observational research.
D) direct observational research.
Answer: B
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) ________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: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
17) Which of the following is NOT a major disadvantage of observational research?
A) Generally small sample size, which may not be representative of the population
B) Inability to determine consumers' motives, attitudes, and intentions
C) Seeing what consumers actually do
D) Subjective interpretation required to explain observed behavior
Answer: C
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) Small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem are known as ________.
A) experimental groups
B) focus groups
C) observation groups
D) control groups
Answer: B
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
19) 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 insights into basic needs and attitudes?
A) In-depth interview
B) Protocol analysis
C) Role playing
D) Focus groups
Answer: D
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
20) ________ is the name which the focus group company principals are often known.
A) Qualitative research consultants
B) Moderator consultants
C) Quantitative research consultants
D) Observation group consultants
Answer: A
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
21) The ________ 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 characteristics
B) demographic and buyer behavior characteristics
C) buying power and demographic characteristics
D) geographic and buyer-behavior characteristics
Answer: B
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
22) The focus group phase of qualitative research may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.
A) a specific question
B) a specific method
C) a specific survey
D) a specific group
Answer: C
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
23) Which of the following is NOT an advantage online focus groups have over traditional focus groups?
A) No physical setup necessary
B) Transcripts captured in real time
C) Participants can be in different geographic locations
D) Participants can taste or try products
Answer: D
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
24) Online focus groups have the following disadvantages over traditional focus groups
EXCEPT for which of the following?
A) Transcripts cannot be captured in real time.
B) Observation of participants' body language is not possible.
C) Participants cannot physically inspect products or taste food items.
D) Participants can lose interest or become distracted.
Answer: A
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) When the research objective is to ________, focus groups may be an alternative.
A) explore or describe rather than predict
B) describe and predict
C) describe, explore, and predict
D) explore and predict
Answer: A
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
26) The focus group report ________.
A) incorporates the qualitative but also the quantitative nature of the research
B) reflects the qualitative nature of this research method
C) incorporates quantitative research recommendations
D) reflects the quantitative nature of this research method
Answer: B
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
27) Using a focus group to stay abreast of the words and phrases consumers use when describing products helps marketers understand the consumer's vocabulary and also ________.
A) gain some insight into basic consumer needs and attitudes
B) reveals consumers' level of understanding about the product
C) to determine consumers' acceptance of price points
D) understand consumer preferences about innovation
Answer: A
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
28) 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: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) What objective would a financial institution have for holding focus groups after an image survey showed a particular branch consistently received lower scores on "employee friendliness"?
A) They wanted to understand consumer vocabulary.
B) They wanted to understand more about consumer needs, motives, perceptions, and attitudes.
C) They wanted to follow-up from the qualitative study.
D) They wanted to understand findings from the quantitative study.
Answer: D
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) Ethnographic research is a detailed, ________ of a group and its behavior, characteristics, and culture.
A) descriptive study
B) longitudinal study
C) cross-sectional study
D) academic study
Answer: A
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
31) Mobile ethnography can ________ a researcher might miss, with respondents viewed as the experts of their own lives.
A) uncover true entertainment habits
B) uncover authentic behavior and feelings
C) uncover gaming purchase and use behaviors
D) uncover authentic shopping behavior
Answer: B
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) What is the name for the ethnographic study of online activities?
A) Onlineography
B) Mobileography
C) Netnography
D) Digitalography
Answer: C
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) 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) shop-along research communities
D) marketing research online communities
Answer: D
LO: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) ________ 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: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Easy
Classification: Application Online
AACSB: Application of knowledge
35) ________ is(are) a qualitative technique that examines consumer motivations and hidden concerns.
A) Online panels
B) In-depth interviews (IDIs)
C) Online ethnographic research
D) Social media interactive research
Answer: B
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
36) ________ are a type of qualitative method seeking unrestricted comments or opinions and asking questions to help better understand the various dimensions of opinions.
A) Focus groups
B) Mail surveys
C) In-depth interviews
D) Online panels
Answer: C
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) ________ involve(s) placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision.
A) In-depth interviews
B) Decision analysis research
C) Protocol analysis
D) Focus group research
Answer: C
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
38) 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) Which type of qualitative technique uses a sentence completion test where respondents are given incomplete sentences and asked to complete them?
A) Projective techniques
B) Protocol analyses
C) Focus groups
D) In-depth interviews
Answer: A
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) A picture or thematic apperception test is which type of qualitative research?
A) In-depth interviews
B) Projective technique
C) Protocol analysis
D) Focus groups
Answer: B
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) Which of the following techniques might be used if Warby Parker is developing a new eyeglass frame design to understand consumers' initial reactions?
A) An online panel survey
B) A mail survey
C) Role playing
D) In-depth interviews
Answer: C
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
42) ________ 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) ________, 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
46) What is a key advantage of the emerging field of neuromarketing?
A) It may offer additional quantitative insights into consumer behavior.
B) It offers greater insights and understanding of brain science.
C) It is an excellent supplement to secondary research insights.
D) It may offer additional qualitative insights into consumer behavior.
Answer: D
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) Quantitative research uses predetermined structured questions with predetermined structured response options.
Answer: TRUE
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) The type of research characterized by collecting, analyzing, and interpreting data by observing what people do or say is quantitative research.
Answer: FALSE
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) The primary advantage of qualitative research is that it allows researchers to gather deeper, richer information from respondents.
Answer: TRUE
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) Any study that is conducted using an observational technique or unstructured questioning can be classified as qualitative research, which is becoming increasingly popular in a number of research situations.
Answer: TRUE
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) Often marketing researchers find that a large-scale survey is inappropriate and, instead, use a "harder or more definitive approach" to the research.
Answer: FALSE
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) The majority of marketing researchers have adopted focus group research, also known as pluralistic or hybrid research.
Answer: FALSE
LO: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) 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: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
54) There are four general ways of making observations: (1) direct versus indirect, (2) overt versus covert, (3) structured versus unstructured, and (4) in situ versus invented.
Answer: TRUE
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) Direct observation could be used by a Swiss chocolate maker to study the behavior of "chocoholics."
Answer: TRUE
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) Types of direct observations include archives and physical traces.
Answer: FALSE
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
57) A "mystery shopper" who is hired by a retail store chain to record and report on sales clerks' assistance and courtesy uses covert observation.
Answer: TRUE
LO: 6:2: The pros and cons of using observation as a means of gathering data Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) Structured versus unstructured observation refers to the degree to which the phenomena to be observed are not random but determined.
Answer: FALSE
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
59) 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: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) A researcher who asks people to make a video as they try out a new toilet bowl cleaner is using invented observation research.
Answer: TRUE
LO: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
61) In situ versus invented observation refers to whether behavior is observed in its natural setting or in an artificial, "invented" environment
Answer: TRUE
LO: 6:2: The pros and cons of using observation as a means of gathering data Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) The advantage of seeing what consumers actually do instead of relying on their self-report of what they think they do is a characteristic of packaged research.
Answer: FALSE
LO: 6:2: The pros and cons of using observation as a means of gathering data Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
63) Only when feelings are relatively unimportant or are readily inferred from the behavior is it appropriate to use observational research methods.
Answer: TRUE
LO: 6:2: The pros and cons of using observation as a means of gathering data Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
64) Focus groups represent a useful technique for gathering information from a limited sample of respondents.
Answer: TRUE
LO: 6:3: What focus groups are and how they are conducted and analyzed Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) 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: 6:3: What focus groups are and how they are conducted and analyzed Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
66) The traditional size of a focus group is about six to 12 people.
Answer: TRUE
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
67) It is generally believed that the best focus groups are composed of participants who share homogenous characteristics.
Answer: TRUE
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
68) The rule is to hold a limited number of focus groups to reach a saturation point in terms of gaining new information.
Answer: FALSE
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) The selection of focus group participants is determined largely by the purpose of the focus group.
Answer: TRUE
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
70) Focus group results are qualitative and not perfectly representative of the general population.
Answer: TRUE
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
71) Focus groups are a unique research method because they permit marketing managers to see and hear the market.
Answer: TRUE
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
72) Ethnographic research is a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on.
Answer: TRUE
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
73) Ethnography uses several different types of research, including immersion, participant observation, and informal and ongoing in-depth interviewing.
Answer: TRUE
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Mobile ethnography is sometimes called mobile quantitative, or simply mobile quant.
Answer: FALSE
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
75) Mobile ethnography can be especially useful for documenting private behavior.
Answer: FALSE
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
76) The disadvantage of mobile ethnography is that it cannot uncover authentic behavior and feelings that a researcher might miss.
Answer: FALSE
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
77) 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: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) Mobilography is used to examine the online interactions of individuals and communities on the Internet, as well as the relationships between people and electronics.
Answer: FALSE
LO: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) Online panels are groups of respondents that are brought together online to interact, provide opinions and ideas, and complete tasks.
Answer: TRUE
LO: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
80) Online communities are particularly effective for gaining insights from baby boomers, since these consumers are the most avid users of social media.
Answer: FALSE
LO: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) Participants in marketing research online communities are selected according to their demographics or interests.
Answer: TRUE
LO: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) The advantages of marketing research online communities are that they are relatively inexpensive and can be assembled quickly.
Answer: TRUE
LO: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Marketing research online communities allow unique perspectives of consumers' lives by providing live examples of how social influences work and allowing researchers a greater understanding of community dynamics.
Answer: FALSE
LO: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
84) 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.
Answer: TRUE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
85) 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
86) 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: TRUE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) Socially undesirable behaviors such as smoking or road rage, illegal practices such as betting on football games, or sensitive behavior such as using deodorant or dieting would not be appropriate topics for projective techniques.
Answer: FALSE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
88) Neuromarketing is the study of an individual's voluntary responses to marketing stimuli, including eye movement, heart rate, and skin conductance, breathing, and brain activity.
Answer: FALSE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) 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: FALSE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
90) Neuroimaging, or viewing brain activity, may aid marketing researchers to better understand consumers' unconscious emotions.
Answer: TRUE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
91) Types of neuromarketing include neuroimaging, eye tracking, and facial coding.
Answer: TRUE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
92) Wearable technology, such as Google Glass and Apple Watch, may add to the credibility of neuroimaging by measuring consumers' responses to marketing stimuli under unnatural conditions.
Answer: FALSE
LO: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
93) Describe the differences among qualitative research, quantitative research, and mixed methods research.
Answer: Student comments should demonstrate 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: 6:1: The differences between quantitative and qualitative research techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) Define observation as a qualitative research technique and the different observation techniques. Describe the differences in these 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 he or she is being observed. When the respondent knows he or she is 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: 6:2: The pros and cons of using observation as a means of gathering data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
95) 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: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
96) How are focus groups analyzed and what should be included in a report that conveys the findings of research using this technique?
Answer: Comments should include a statement that a focus group report summarizes the information provided by the focus group participants relative to the research questions. Two factors are crucial when analyzing the data: Making sense out of the groups and analyzing demographic and buyer behavior characteristics. Answers will note that some sense must be made by translating the statements of participants into categories or themes and then reporting the degree of consensus apparent in the focus groups. Comments should note that the demographic and buyer behavior characteristics of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market. Discussion will clearly state that the focus group report reflects the qualitative aspect of this research method. The report lists all themes that have become apparent, and it notes any diversity of opinions or thoughts expressed by the participants. It will also have numerous verbatim excerpts provided as evidence. Advanced answers will discuss that some reports include complete transcripts or video recordings of the focus group.
LO: 6:3: What focus groups are and how they are conducted and analyzed
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
97) 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: 6:4: What ethnographic research is and its strengths and weaknesses
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) 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 openended questions, providing product and advertising feedback, keeping journals, and taking minipolls 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: 6:5: How marketing research online communities (MROCs) are used
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) 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 he or she behaves 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. Answers regarding disadvantages will note that the major disadvantage of in-depth interviewing is the lack of structure in the process. Unless interviewers are well trained, the results may be too varied to give sufficient insight into the problem. 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
100) 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: 6:6: Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 7 Evaluating Survey Data Collection Methods
1) Compared to observation or other qualitative 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 methods
B) focus group methods
C) neuromarketing methods
D) mixed methods
Answer: A
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) ________ is NOT an advantage of using survey methods.
A) Standardization
B) Insensitivity to subgroup differences
C) Ease of administration
D) Suitability to tabulation and statistical analysis
Answer: B
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) Which of the following has advanced significantly and opened new, efficient ways for marketing researchers to collect data?
A) New types of software solutions
B) Relaxation of privacy restrictions
C) Computer and telecommunications technology
D) The explosion of social media
Answer: C
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
4) Rising nonresponse rates have caused marketing researchers to rethink the use of ________.
A) traditional paper surveys
B) software technologies
C) focus groups
D) traditional data collection methods
Answer: D
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) The ________ by consumers underlie(s) a troublesome data collection dilemma faced by marketing researchers all over the globe.
A) rapid adoption of sophisticated personal communication systems
B) rapid adoption of social media
C) Internet privacy concerns
D) rise of new communications technologies
Answer: A
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
6) ________ are NOT among the four methods of data collection.
A) Person-administered surveys
B) Proxy-assisted surveys
C) Mixed- mode or "hybrid" surveys
D) Computer-assisted surveys
Answer: B
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
7) When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer, this is what type of data collection?
A) Computer-administered survey
B) Self-administered survey
C) Person-administered survey
D) Computer assisted
Answer: C
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) ________ is NOT an advantage of person-administered surveys.
A) Feedback
B) Rapport
C) Quality control
D) Suitability
Answer: D
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) ________ is an advantage of person-administered surveys.
A) Adaptability
B) Human error
C) Slow speed
D) Interview evaluation
Answer: A
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) While person-administered surveys were the industry mainstay, ________ have grown to a dominant position.
A) computer-administered survey methods
B) computer-assisted and computer-administered survey methods
C) self-administered survey methods
D) proxy-assisted survey methods
Answer: B
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) ________ is NOT an advantage of computer-assisted surveys.
A) Speed
B) Relatively error-free
C) Technical skills requirement
D) Able to capture data in real time
Answer: C
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
12) ________ is NOT one of the important advantages associated with self-administered surveys.
A) Reduced cost
B) Respondent control
C) Reduced interview evaluation apprehension
D) Enhanced monitoring ability
Answer: D
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) ________ could be considered BOTH an advantage as well as a disadvantage of selfadministered surveys.
A) Cost
B) Respondent control
C) Lack of monitoring
D) High questionnaire requirements
Answer: B
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) Which of the following is NOT one of the advantages of computer-administered surveys?
A) Many user-friendly features
B) Relatively inexpensive
C) High qualification rates of respondents
D) Reduction of interview evaluation concern in respondents
Answer: C
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
15) ________ 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: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
16) ________are NOT a type of a person-administered/computer-assisted survey.
A) Mail surveys
B) Mall-intercept interviews
C) In-home interviews
D) Telephone interviews
Answer: A
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
17) ________do NOT require the researcher to watch the respondent complete the survey and ensure correct procedures are followed.
A) Mall-intercept interviews
B) Telephone interviews
C) In-office interviews
D) In-home interviews
Answer: B
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
18) The "man-on-the-street" interview is closest to which data collection mode?
A) Telephone interview
B) Mall-intercept interview
C) Mail survey
D) In-person interview
Answer: B
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) ________ is a disadvantage of the mall-intercept survey.
A) Difficult to obtain permission of mall management
B) Unreliability of mall-intercept interviewers
C) Mall shoppers may not be representative of the target market population
D) Interviewers in mall-intercept studies are often distracted by mall activities
Answer: C
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
20) 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) Call center surveying
B) Central location telephone surveying
C) Remote telephone interviewing
D) Central location mall intercepts
Answer: B
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) Completely automated telephone surveys (CATS) have been successfully used in all of the following situations EXCEPT for ________.
A) customer satisfaction studies
B) service quality monitoring
C) in-store product tests
D) election Day polls
Answer: C
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
22) Which of the following best describes the major advantages of online surveys?
A) Easy-to-obtain email addresses, less expensive, and increased speed
B) Real time access to data and availability of many respondents
C) Low cost, speed, and sample representativeness
D) Low cost, speed, and real-time access to data
Answer: D
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) 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) Mobile media
C) Targeted media methods
D) Social media
Answer: A
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) Which of the following requires interviewers to "navigate around gatekeepers"?
A) In-office interviewing
B) Mall intercepts
C) CATI and CAPI
D) CAPI and CATS
Answer: A
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) ________ is the survey technique generally believed to obtain response quality equal to telephone surveys.
A) Mail surveys
B) Online surveys
C) Mall-intercept surveys
D) In-office surveys
Answer: B
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) Which of the following is characterized by the advantages of cost, quality, and speed?
A) Mall-intercept interview
B) In-home interview
C) Telephone interview
D) In-office interview
Answer: C
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) Which of the following would be a poor choice when conducting a survey with many openended questions?
A) In-home interview
B) In-office interview
C) Mall-intercept interview
D) Telephone interview
Answer: D
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) Sample representativeness, respondent validation, and difficulty in asking probing types of questions are drawbacks of ________.
A) online interviews
B) in-office interviews
C) mall-intercept interviews
D) telephone interviews
Answer: A
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually ________.
A) to maximize respondent time and effort
B) for convenience and to gain economies of scale
C) to benefit from groupthink and opinions
D) to maximize interviewer costs of administration
Answer: B
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
30) Another variation of the self-administered survey is the drop-off survey, which must be selfexplanatory 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: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
31) Which of the following is characterized by non-responsiveness and self-selection bias?
A) Online surveys
B) In-office interviews
C) Mall-intercept surveys
D) Mail surveys
Answer: D
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) Because of technological advances and a general reluctance worldwide to take part in surveys, ________ have become a viable and popular means of data collection.
A) focus groups companies
B) mass media entertainment research companies
C) panel companies
D) social media research companies
Answer: C
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) Which of the following recruits large numbers of potential respondents who agree to take part in surveys for compensation?
A) Panel companies
B) Focus group companies
C) Social media research companies
D) Media research companies
Answer: A
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following does NOT characterize 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: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) ________disadvantages include nonrandom samples, potentially overworked respondents, and cost.
A) Focus groups companies'
B) Social media research companies'
C) Panel companies'
D) Media research companies'
Answer: C
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) ________ dominate the data collection landscape.
A) Social media research companies
B) Panel companies
C) Micromarketing companies
D) Media research companies
Answer: B
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) Which of the following can deliver targeted samples, but not random samples?
A) Media research companies
B) Social media research companies
C) Micromarketing research companies
D) Panel research companies
Answer: D
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
38) A researcher must consider ________ in selecting a data collection mode.
A) speed, cost, resulting data quality, and other considerations
B) cost, time, and data analytics
C) time, interviewer expertise, and other considerations
D) cost, sample size, and software capabilities
Answer: A
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
39) An application for a radio license with the FCC is due in six weeks, and a listenership study of other stations in the area must be conducted. Which would be the preferred method of data collection?
A) Mail survey
B) Telephone survey
C) In-home surveys
D) In-depth interviews
Answer: B
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) A researcher might opt for which type of data collection method when the budget is austere?
A) Mail survey
B) Telephone survey
C) Online survey
D) In-depth interviews
Answer: C
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) Which data collection mode must a researcher chose if respondents need to see, handle, or experience something?
A) The researcher should consider social media research.
B) It should be performed as part of in-depth interviews.
C) The researcher should have an expansive budget.
D) The data collection mode must accommodate these requirements.
Answer: D
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
42) 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: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) ________ are useful when the research objective requires a respondent's physical presence to see, read, touch, use, or interact with the research object, such as a product prototype.
A) In-home interviews
B) Mall intercepts
C) Focus groups
D) Online surveys
Answer: A
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) ________ should NOT be a consideration when choosing a survey method?
A) The budget
B) Easiest method for the researcher
C) Deadline
D) Incidence rate
Answer: B
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
45) 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: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
46) Which of the following offers an affordable way for researchers to access low-incidence panel members who have been previously identified?
A) Focus groups
B) Telephone surveys
C) In-person interviews
D) Online panels
Answer: D
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) The process of data collection may be shaped or affected by which of the following?
A) Incidence rate factors
B) Situational factors
C) Target population rate factors
D) Environmental factors
Answer: B
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
48) Focus groups involve interviews with a large number of respondents using a predesigned questionnaire.
Answer: FALSE
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Historically, survey data collection has been largely driven by technology. The earliest technology was the use of printed questionnaires.
Answer: TRUE
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
50) Telephone surveys have been supplemented by Internet-based or online surveys that afford a host of efficiencies.
Answer: FALSE
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) 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: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) Survey methods allow the collection of significant amounts of data in an economical, systematic, efficient manner, and involve large sample sizes.
Answer: TRUE
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
53) Key advantages of focus groups include standardization, ease of administration, ability to tap the "unseen," suitability to tabulation and statistical analysis, and sensitivity to subgroup differences.
Answer: FALSE
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) In the past two decades, there has been a dramatic decline in the willingness of the general public to take part in surveys.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) Computer and telecommunications technology has advanced significantly and opened new, efficient ways for marketing researchers to collect data.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) Rising response rates have caused marketing researchers to rethink the use of traditional data collection methods.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
57) Technology opened doors to new data collection methods, which ironically has not solved the nonresponse problem.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) Two primary reasons for the technology push are the rising costs of traditional data collection such as CATI and consumers' adoption of new communication systems.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) Changes due to technological advances are making the data collection process faster, simpler, more secure, and less expensive.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
60) Online surveys are eclipsing all other methods with low technology approaches being replaced.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
61) In a person-administered survey, an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers with the use of a computer.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) Personal interviewers are effective but have issues creating trust and understanding, which complicates the ability to collect needed data.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
63) Personal interviewers can adapt differences in respondents.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
64) While there are disadvantages of person-administered surveys such as human error, slow data collection, and interview evaluation apprehension among respondents, they are less expensive than other methods.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
65) Interview evaluation apprehension may occur when another person is involved in the interviewing process and some respondents are apprehensive that they are answering "correctly."
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
66) While person-administered surveys were the industry mainstay, computer-assisted survey, especially computer-administered methods, have grown to a dominant position.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
67) The immediate capture of data by computer-administered surveys is both an important advantage and disadvantage of this data collection mode.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
68) Computer technology can result in increases in productivity with corresponding low setup costs associated with getting systems in place and operational.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
69) In a self-administered survey, the respondent completes the survey on his or her own with the aid of a human or computer agent.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
70) There are three disadvantages to self-administered surveys: high cost, lack of respondent control, and interview evaluation apprehension.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) The disadvantages of computer-administered surveys are respondent control, lack of monitoring, high cost, and high questionnaire requirements.
Answer: FALSE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
72) In a computer-administered survey, a computer plays an integral role in posing the questions and recording respondents' answers.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
73) While computer-administered interviews are faster and error free, they may make respondents more at ease because someone is not listening to their answers.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
74) Generally, mixed-mode surveys afford better coverage of the population, result in somewhat higher response rates, sometimes shorten questionnaire lengths, and may lessen total survey costs.
Answer: TRUE
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
75) There are four common variations of person-administered/computer-assisted interviews: the in-home interview, the mall-intercept interview, the in-office interview, and the telephone interview.
Answer: TRUE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
76) A company develops a new type of countertop toaster oven that is designed to remain perfectly clean, which requires special set-up including set up according to different cooking situations. The mall intercept would be the most appropriate data collection method.
Answer: FALSE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) Recent growth of non-mall retailing concepts, such as catalogs and stand-alone discounters such as Walmart and online vendors such as Amazon, means that these have not affected mall visitors or the potential of mall intercepts.
Answer: FALSE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
78) Interviewing businesspeople face-to-face has essentially the same advantages and drawbacks as in-home consumer interviewing.
Answer: FALSE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) A review article concluded that, compared to face-to-face interviews, executive interviews elicit more suspicion and less cooperation, generate more "no opinions" and socially desirable answers, and foster more dissatisfaction with long interviews.
Answer: FALSE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
80) The most advanced central location telephone interview companies operate with computerassisted telephone interviews (CATI).
Answer: TRUE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
81) A disadvantage of the mixed-mode survey is that the researcher must consider the effects the modes may have on responses.
Answer: TRUE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
82) CATI has been successfully employed for customer satisfaction studies, service quality monitoring, Election Day polls, product/warranty registration, and even in-home product tests with consumers who have been given a prototype of a new product.
Answer: FALSE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Online data collection has profoundly changed the marketing research landscape, particularly in the case of online panels.
Answer: TRUE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
84) A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually for convenience and to gain economies of scale.
Answer: TRUE
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
85) Samples and surveys gained through self-selection are not representative of the general population and subject to self-selection bias.
Answer: TRUE
LO: 7:3: Descriptions of nine different methods of data collection Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
86) Because of the almost universal reluctance of the population to take part in surveys, focus group companies, a special kind of marketing research institution, have risen to the forefront of data collection.
Answer: FALSE
LO: 7:4: Why marketing researchers work with panel companies to collect data Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
87) Panelists provide large amounts of demographic, lifestyle, purchase behavior, and other descriptive information as part of the sign-up process.
Answer: TRUE
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
88) Social media companies not only provide efficient data collection, but also often have questionnaire design capabilities, data analysis and dashboards, preset survey schedules, tracking studies, and qualitative research capabilities such as online focus groups, in-home usage tests, and more.
Answer: FALSE
LO: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
89) Clients who desire high data quality, 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: 7:4: Why marketing researchers work with panel companies to collect data Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
90) Knowing that even the most sophisticated techniques of analysis cannot make up for poor data, the researcher must attempt, however, to choose a survey method that achieves the client's budget restrictions and resources.
Answer: FALSE
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
91) An excellent choice under the condition of a quick turnaround situation would be an online survey because the nature of the logistics benefits from quick turnaround times.
Answer: FALSE
LO: 7:5: Various considerations when selecting a specific method of data collection Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
92) Data collection method constraints and realities do not diminish data quality.
Answer: FALSE
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
93) A data collection method that can screen respondents inexpensively, such as with telephone or Internet modes, is desirable with a high-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.
Answer: FALSE
LO: 7:5: Various considerations when selecting a specific method of data collection Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
94) 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, ease of administration, ability to tap the "unseen," suitability to tabulation and statistical analysis, and sensitivity to subgroup differences. 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. There are five advantages of using survey methods: 1. standardization, 2. ease of administration, 3. ability to tap the "unseen," 4. suitability to tabulation and statistical analysis, and 5. sensitivity to subgroup differences.
LO: 7:1: The advantages of surveys, including standardization, ease of administration, and so forth
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) How has computer technology dramatically changed data collection in recent years? Give specific examples of the new uses of computer technologies and their role in data collection.
Answer: Answers should focus on the use of technology as a dramatic change in data collection. Discussion should state that technology has opened doors to new data collection methods, although it has not solved the nonresponse problem. Comments should mention that two primary reasons for the technology push are the rising costs of traditional data collection such as CATI and consumers' adoption of new communication systems. The cost of doing research has increased along with the rising prices of energy, personnel, and support functions. To remain competitive and, in some cases, to remain in business, marketing research companies have sought out data collection cost-saving alternatives of many types. At the same time, consumers have integrated personal, tablet, and other mobile computers into their lives, and large segments of the population have adopted mobile communication systems. To stay relevant, marketing research companies have necessarily adapted to these new communication systems. The rise of technology and the rapid adoption of sophisticated personal communication systems by consumers underlie a troublesome data collection dilemma faced by marketing researchers all over the globe. Advanced answers will mention rising nonresponse rates have caused marketing researchers to rethink the use of traditional data collection methods.
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) Compare the advantages and disadvantages of person-administered and computer-assisted interviews. Explain the added advantages of computer-assisted interviews.
Answer: Students should note that computer-assisted interviews have all the personadministered survey advantages and disadvantages, with added advantages of less error, more efficiency, and use of computer media. Answers should mention that computer-administered interviews, on the other hand, are faster and error free; they may include pictures or graphics capabilities, allow for real-time capture of data, and make respondents feel more at ease because another person is not listening to their answers. Disadvantages are that technical skills are sometimes required, and high set-up costs may be required if users are not computer literate.
Self-administered survey modes have the advantages of reduced cost, respondent control, and no interview evaluation apprehension. The disadvantages are that respondents may not complete the task or complete the task in error, there is no monitor to guide respondents, and the questionnaire must be "perfect" to facilitate self-administration.
LO: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
97) 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 the advantages 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: 7:2: The various modes of survey administration, based on whether or not an interviewer and/or a computer is present
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
98) Explain how online data collection has profoundly changed the marketing research landscape along with reasons the Internet-based questionnaire has become the industry standard for surveys in virtually all high-Internet-penetration countries.
Answer: Answers should explain that online data collection has profoundly changed the marketing research landscape, particularly in the case of online panels. Answers should mention that with such a panel, a company could conduct "episodic" research of customer satisfaction instead of one large study per year, facilitating "continuous market intelligence" through a survey posted permanently on the web and modified as the company's strategies are implemented. Company managers can click up tabulated customer reactions on a daily basis. Some researchers refer to this advantage of online surveys as real-time research. Comments should mention that speed, convenience, and flexibility of online surveys make them very attractive in all cases. Answers should also note that because the researcher can monitor survey response progress on a continual basis, it is possible to spot problems with the survey and to make adjustments to correct these problems.
LO: 7:3: Descriptions of nine different methods of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) 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: 7:4: Why marketing researchers work with panel companies to collect data
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
100) Researchers must take into account 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 take into account 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 he or she feels comfortable and one that will result in the desired quality and quantity of information without exceeding time or budget constraints.
LO: 7:5: Various considerations when selecting a specific method of data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
101) 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. 2. situational factors. Define and discuss both of these 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: 7:5: Various considerations when selecting a specific method of data collection Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire
1) ________ is(are) the determination of a description or amount of some property of an object.
A) Scale level
B) Attributes of properties
C) Subjective and objective property levels
D) Measurements
Answer: D
LO: 8:1: About the basic concepts of measurement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Researchers measure properties of measurements, which are the specific features or characteristics of an object that ________.
A) can be used to associate it with another object
B) can be used to distinguish it from another object
C) can be aligned with a research objective
D) may or may not be used in the research project
Answer: B
LO: 8:1: About the basic concepts of measurement
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
3) Researchers often desire to measure subjective properties, which cannot be directly observed because they are ________ such as a person's attitude or intentions.
A) objective constructs
B) subliminal constructs
C) mental constructs
D) distinct constructs
Answer: C
LO: 8:1: About the basic concepts of measurement
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
4) Which of the following are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on?
A) Objective properties
B) Animate properties
C) Subjective properties
D) Inanimate properties
Answer: A
LO: 8:1: About the basic concepts of measurement
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
5) Scale development is the process of designing questions and response formats to measure the ________ of an object.
A) subjective properties
B) animate properties
C) inanimate properties
D) objective properties
Answer: A
LO: 8:1: About the basic concepts of measurement
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
6) ________ include race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer.
A) Ordinal measures
B) Demographic measures
C) Nominal measures
D) Scale measures
Answer: C
LO: 8:2: What are the two types of measures used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
7) A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices are ________ scaled.
A) preferentially
B) nominally
C) differentially
D) ordinally
Answer: D
LO: 8:2: What are the two types of measures used in marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) ________ scale is an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education.
A) Ratio
B) Ordinal
C) Nominal
D) Interval
Answer: A
LO: 8:2: What are the two types of measures used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit?
A) Ratio scales
B) Ordinal scale
C) Nominal scale
D) Interval scale
Answer: D
LO: 8:2: What are the two types of measures used in marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
10) 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: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) ________ is the scale 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.
A) The psychometric scale
B) The comparative scale
C) The Likert scale
D) The multidimensional scale
Answer: C
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
12) Which of the following describes the type of scale that might measure the degree a person is price-conscious, fashion-conscious, an opinion giver, a sports enthusiast, child oriented, home centered, or financially optimistic?
A) Demographic inventory
B) Socio-cultural inventory
C) Personality inventory
D) Lifestyle inventory
Answer: D
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) Which of the following technique is alternatively known as psychographics?
A) Lifestyle inventory
B) Consumer index
C) Consumer inventory
D) Psychometric inventory
Answer: A
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
14) Researchers often use the ________ scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just demographics, offers direction for marketing decisions.
A) psychometric
B) Likert
C) semantic differential
D) lifestyle inventory
Answer: B
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a person's ___ ____ judgments into metric estimates.
A) quantitative
B) unconscious
C) qualitative
D) conscious
Answer: C
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) Which of the following works well when the marketing researcher is attempting to determine brand, store, or other images?
A) Likert scale
B) Lifestyle inventory scale
C) Semantic differential scale
D) Polar differential scale
Answer: C
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
17) The ________ relies not on bipolar terms, but on positive and negative numbers, typically ranging from +5 to -5, but sometimes from +3 to -3, depending on the discrimination abilities of respondents.
A) Likert scale
B) nominal scale
C) semantic differential scale
D) Stapel scale
Answer: D
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) ________is "balanced," as it has equal amounts of positive and negative positions, and typically it has "no opinion" or "neutral" separating the negative and positive sides.
A) Likert
B) The symmetric interval
C) The nonsymmetric interval
D) Stapel
Answer: B
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
19) The measure which a respondent responds in the same or very similar manner to an identical or near-identical question is called ________.
A) unreliable
B) variable
C) nominal
D) reliable
Answer: D
LO: 8:4: What reliability and validity of measurements means in marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) Which of the following constitutes an assessment of the exactness of a measurement relative to what actually exists?
A) Validity
B) Inaccuracy
C) Invalidity
D) Existentialism
Answer: A
LO: 8:4: What reliability and validity of measurements means in marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
21) 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: 8:5: Steps involved with the design of a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one.
A) research targets
B) properties of constructs of interest
C) wording for each question
D) quality measures
Answer: B
LO: 8:5: Steps involved with the design of a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) Each question's wording is reevaluated during questionnaire development to make sure that it is asking what the researcher intends. In this process, at the same time, the researcher strives to ________.
A) standardize questions
B) maximize question response
C) minimize question bias
D) standardize response levels
Answer: C
LO: 8:5: Steps involved with the design of a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) Marketing researchers take great care developing research questions measuring attitudes, beliefs, behaviors, and demographics because they ________.
A) want reliable and valid responses
B) desire long-term client relationships
C) want positive research outcomes
D) want reliable and invalid responses
Answer: A
LO: 8:6: How to develop questions including dos and don'ts
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) 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: 8:6: How to develop questions including dos and don'ts
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
26) Question evaluation is a judgment process, but there are four simple guidelines, or "dos," for question wording. Which of the following is NOT one of those guidelines?
A) Simple
B) Crystal clear
C) Easy to analyze
D) Brief
Answer: C
LO: 8:6: How to develop questions including dos and don'ts
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
27) Researchers should be aware of four "do nots." Which of the following is NOT among the four primary "do nots" to help avoid question bias?
A) Should not be leading.
B) Should not be loaded.
C) Should not be overstated.
D) Should not exceed 30 characters.
Answer: D
LO: 8:6: How to develop questions including dos and don'ts
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
28) 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: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) 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: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) The sequencing of questions or blocks of questions, including any instructions, on the questionnaire pertains to question ________.
A) validity
B) testing
C) flow
D) blocking
Answer: C
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) Attention should be given to placing the survey questions developed ________ to ease respondent participation.
A) at the beginning
B) in the middle
C) in an informal sequence
D) into a logical sequence
Answer: D
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) Questions used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request are known as ________.
A) warm-up questions
B) introductory questions
C) transition questions
D) classification questions
Answer: A
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
33) 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: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
34) Questions requiring some degree of mental activity, such as evaluating choices, voicing opinions, recalling past experiences, indicating intentions, or responding to "what if" questions, are placed deeper in the survey are ________.
A) transition questions
B) introductory questions
C) classification and demographic questions
D) scaled-response questions
Answer: D
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
35) Which of the following is NOT an advantage of computer-assisted questionnaire design software?
A) Are easier, faster, and friendlier than using a word processor.
B) Provide significant functionality.
C) Facilitate data analysis.
D) Ensure unbiased questions.
Answer: D
LO: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
36) 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: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
37) 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: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
38) If the answer is "Yes" to the question, "Did you order a Papa John's Pizza delivery for your family in the past month?" the respondent will be directed to several questions about Papa John's Pizza, but if the answer is "No," these questions will not be asked. This is an example of
A) non-response logic
B) display logic
C) answer display logic
D) skip logic
Answer: D
LO: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
39) ________ asks questions that are appropriate based on the respondent's prior answers.
A) Display logic
B) Non-response logic
C) Answer priority logic
D) Skip logic
Answer: A
LO: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) 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: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
41) 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) Analytical processes for scaled-response questions only
Answer: A
LO: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
42) Coding is a straightforward process EXCEPT in which of the following situations?
A) When there are many questions on the questionnaire
B) Any time scaled-response questions are used
C) When there are questions for which there may be multiple responses
D) Any time closed-ended questions are used
Answer: C
LO: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) ________ uses numbers associated with question response options to facilitate data analysis after the survey has been conducted.
A) Pre-testing
B) Pre-numbering
C) Coding
D) Decoding
Answer: C
LO: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) 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: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) Of the following which is the MOST accurate regarding parameters of the pretest of a questionnaire?
A) Pretest participants should be representative of the target population under study.
B) The client should always approve of and be present for the pretest.
C) Researcher and client need to agree on a minimum amount of pretests.
D) The pretest should be conducted on samples from a global and a domestic market.
Answer: A
LO: 8:9: What is involved with questionnaire coding and pretesting Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
46) Focus groups measure properties–sometimes called characteristics, attributes, or qualities–of objects.
Answer: FALSE
LO: 8:1: About the basic concepts of measurement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) Properties are the specific features or characteristics of an object that can be used to distinguish it from another object.
Answer: TRUE
LO: 8:1: About the basic concepts of measurement Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) Measurement underlies marketing research to a great extent because researchers are keenly interested in describing marketing phenomena.
Answer: TRUE
LO: 8:1: About the basic concepts of measurement Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Researchers are often given the task of finding relevant similarities in the profiles of various customer types, and measurement is a necessary first step in this task.
Answer: TRUE
LO: 8:1: About the basic concepts of measurement Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
50) Measurement is a simple process when measuring objective properties such as physically verifiable characteristics like age, income, number of bottles purchased, store last visited, and so on.
Answer: TRUE
LO: 8:1: About the basic concepts of measurement Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) 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: 8:1: About the basic concepts of measurement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) Scale development is designing questions and response formats to measure the subjective properties of an object.
Answer: TRUE
LO: 8:1: About the basic concepts of measurement
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) Answers that involve yes-no, agree-disagree, or any other instance in which the descriptors cannot be differentiated except qualitatively, are examples of nominal measures.
Answer: TRUE
LO: 8:2: What are the two types of measures used in marketing research Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) Nominal scales indicate only relative size differences among objects: greater than, less than, or equal to.
Answer: FALSE
LO: 8:2: What are the two types of measures used in marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) Ratio scale measures are ones in which a true zero origin exists–such as an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education.
Answer: TRUE
LO: 8:2: What are the two types of measures used in marketing research Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
56) Scale measures are those in which the distance between each level is unknown.
Answer: FALSE
LO: 8:2: What are the two types of measures used in marketing research Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
57) The ratio characteristic allows us to construct ratios when calculating results of the measurement.
Answer: FALSE
LO: 8:2: What are the two types of measures used in marketing research Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
58) 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: 8:2: What are the two types of measures used in marketing research Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
59) 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: 8:2: What are the two types of measures used in marketing research Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
60) It is a best practice to invent a novel scale format with every questionnaire. Answer: FALSE
LO: 8:3: Three interval scales that are commonly used in marketing research Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
61) Marketing researchers use standard scales rather than inventing new ones for each research project, which are often referred to as "workhorse scales."
Answer: TRUE
LO: 8:3: Three interval scales that are commonly used in marketing research Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
62) With the semantic differential scale, it is best to use "flat" or plain statements and let the respondent indicate the intensity of his or her feelings by using the agree-disagree response continuum position.
Answer: FALSE
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
63) The Likert scale is flexible when it comes to measuring constructs or concepts.
Answer: TRUE
LO: 8:3: Three interval scales that are commonly used in marketing research Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) The focus of the semantic differential is on the measurement of the meaning of an object, concept, person, or experience.
Answer: TRUE
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
65) 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: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
66) 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: 8:3: Three interval scales that are commonly used in marketing research Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
67) 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: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
68) A semantic differential scale relies not on positive and negative numbers but on bipolar terms.
Answer: TRUE
LO: 8:3: Three interval scales that are commonly used in marketing research Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) Proponents of including a neutral position, however, believe that respondents may use the neutral option as a dodge or a method of hiding their opinions.
Answer: FALSE
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
70) Marketing research companies or marketing research departments tend to rely on "tried-andtrue" formats that they apply from study to study.
Answer: TRUE
LO: 8:3: Three interval scales that are commonly used in marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
71) With a reliable measure, a respondent responds in the same or very similar manner to an identical or near-identical question.
Answer: TRUE
LO: 8:4: What reliability and validity of measurements means in marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
72) A valid measure is truthful; a response may be reliable but at the same time not valid.
Answer: TRUE
LO: 8:4: What reliability and validity of measurements means in marketing research Difficulty: Easy Classification: Application
AACSB: Application of knowledge
73) Given that it serves all of these functions, the questionnaire is at the center of the research process with the quality of the analysis directly affecting the quality of the data collected. Answer: FALSE
LO: 8:5: Steps involved with the design of a questionnaire Difficulty: Easy Classification: Application
AACSB: Application of knowledge
74) 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: 8:5: Steps involved with the design of a questionnaire Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
75) With a custom-designed research study, the questions on the questionnaire, along with its instructions, introduction, and general layout, are all systematically evaluated for potential errors and revised accordingly.
Answer: TRUE
LO: 8:5: Steps involved with the design of a questionnaire Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
76) 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: 8:6: How to develop questions including dos and don'ts Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
77) 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: 8:6: How to develop questions including dos and don'ts
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
78) Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.
Answer: TRUE
LO: 8:6: How to develop questions including dos and don'ts
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
79) It is not a common practice for a questionnaire designed by one employee of the research company to then be given to a colleague who understands questionnaire design for a thorough inspection for question bias as well as face validity.
Answer: FALSE
LO: 8:6: How to develop questions including dos and don'ts Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
80) The two most critical aspects of questionnaire organization are the actual flow of questions in the questionnaire body and screening of the respondent.
Answer: FALSE
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) 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: 8:7: What is the recommended organization of questions and sections in a questionnaire Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) The decision about whether to use an undisguised survey depends on the survey's objectives, possible undue influence with knowledge of the client, or desire not to alert competitors of the survey.
Answer: FALSE
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Any self-administered survey qualifies for anonymity as long as the respondent does not indicate his or her identity and provided the questionnaire does not have any covert identification tracing mechanism.
Answer: TRUE
LO: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) 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: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
85) 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: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
86) 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: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) Questionnaire design companies are cognizant of the public's reluctance to take part in surveys, so partner with panel companies and integrate panel sample access into their questionnaire design websites.
Answer: TRUE
LO: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
88) 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, are usually available.
Answer: TRUE
LO: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
89) It is now possible and expeditious to take a questionnaire designed for online administration and simply let the questionnaire design system present it in mobile device format.
Answer: FALSE
LO: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
90) Regardless of whether or not the questionnaire is designed for online administration, there are two steps remaining: precoding and pretesting.
Answer: TRUE
LO: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) Researchers can almost always replicate the respondent's perspective so, pretests are not usually recommended.
Answer: FALSE
LO: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
92) Marketing research relies heavily on measurement. Define measurement. Discuss the difference between objective measurement and subject measurement and 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 as long as we are measuring objective properties, 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 his or her 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 they draw from personal experience.
LO: 8:1: About the basic concepts of measurement
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) 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 his or her 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 drawn from the student's personal experience.
LO: 8:2: What are the two types of measures used in marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) 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 his or her 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: 8:3: Three interval scales that are commonly used in marketing research Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
95) Define reliability and validity. How can something be reliable yet not be valid?
Answer: Student definitions of reliability may be framed similar to: 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 you know 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 actually 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 who is embarrassed by a question about his income. This person makes under $40,000 per year, but he does not want to share that with the interviewer. Consequently, he responds with the highest category, "Over $100,000." In a retest of the questions, the respondent persists in his 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 his responses not to conform to reality. In other words, the respondent has responded reliability, but his or her answer is not valid.
LO: 8:4: What reliability and validity of measurements means in marketing research Difficulty: Easy Classification: Application
AACSB: Application of knowledge
96) 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. Question bias is most likely to occur when the question wording is leading, loaded, double-barreled, or overstated.
LO: 8:5: Steps involved with the design of a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) 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 wellorganized 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 of 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 him or her 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: 8:7: What is the recommended organization of questions and sections in a questionnaire
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) 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: 8:8: How computer-assisted questionnaire design simplifies and expedites this process
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) Regardless of whether or not a questionnaire is designed for online administration, there are two steps needed: precoding 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: 8:9: What is involved with questionnaire coding and pretesting
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 9 Selecting the Sample
1) Which of the following describes an entire group under study as specified by the objectives of the research project?
A) Study group
B) Population
C) Sample
D) Census
Answer: B
LO: 9:1: Basic concepts involved with samples and sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Researchers tend to have a ________definition of the population than managers.
A) less specific
B) more specific
C) broader
D) precise
Answer: A
LO: 9:1: Basic concepts involved with samples and sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) An accounting of the complete population is a ________.
A) population accounting
B) complete sample
C) census
D) comprehensive accounting
Answer: C
LO: 9:1: Basic concepts involved with samples and sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) The U.S. census' target population is ________
A) all households in the U.S.
B) a certain percentage of the U.S. population.
C) an equal number of people from each region of the U.S.
D) an equal percentage of people from each region of the U.S.
Answer: A
LO: 9:1: Basic concepts involved with samples and sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) A ________ is a subset of the population.
A) Sample
B) Sample unit
C) Subpopulation
D) Sample frame
Answer: A
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) Which of the following refers to the basic level of investigation?
A) A sample
B) A sample unit
C) A subpopulation
D) A sample frame
Answer: B
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) 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: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy Classification: Application
AACSB: Application of knowledge
8) 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: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
9) Which of the following is NOT an advantage of using a sample versus a census?
A) Ready access to respondents
B) Cost
C) Population size
D) Smaller datasets to analyze
Answer: A
LO: 9:2: The reasons for taking a sample
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) ________ are members of the population that represent probability samples.
A) Persons who can be found for survey purposes
B) Persons who have a chance of being included in the sample
C) Persons who have an unknown chance of being included in the sample
D) Persons who are likely to have been sampled before
Answer: B
LO: 9:3: Differences between probability and nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) 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: 9:3: Differences between probability and nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
12) With nonprobability methods, there is no way to determine the probability even if the population size is known because the ________.
A) selection technique is objective
B) selection technique is uncertain
C) selection technique is non-scientific
D) selection technique is subjective
Answer: D
LO: 9:3: Differences between probability and nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
13) Of the following, which is NOT true of nonprobability samples?
A) Can compute the chances of any one population member being selected into the sample
B) Potential human error
C) Sometimes called "haphazard sampling"
D) Can be prone to subconscious biases
Answer: A
LO: 9:3: Differences between probability and nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) Which of the following is NOT a type of probability sampling?
A) Simple random sample
B) Simple targeted sample
C) Systematic sampling
D) Cluster sampling
Answer: B
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) The flipping of a coin to decide heads or tails, lottery numbers selected by numbered balls, a roulette wheel in a casino, and a hand dealt in a poker game are examples of what type of random sampling?
A) Complex random sampling
B) Random numbers method
C) Random device method
D) Gaming random method
Answer: C
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
16) Using computer-generated numbers is a tractable and more sophisticated application of ________.
A) stratified sampling
B) systematic sampling
C) cluster sampling
D) simple random sampling
Answer: D
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
17) ________ is an appealing sampling method simply because it embodies the requirements necessary to obtain a probability sample.
A) Stratified sampling
B) Systematic sampling
C) Cluster sampling
D) Simple random sampling
Answer: D
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) What is the main disadvantage of using random numberd 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: 9:4: How to perform each of four different types of probability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) Which of the following is much more efficient (uses less effort) than simple random sampling?
A) Non-systematic sampling
B) Convenience sampling
C) Systematic sampling
D) Quota sampling
Answer: C
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
20) Which of the following describes the type of sampling method in which a sample frame is divided into groups?
A) Simple random sampling.
B) Systematic sampling.
C) Stratified sampling.
D) Cluster sampling.
Answer: D
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
21) When is cluster sampling desirable?
A) When similar clusters can be easily identified
B) When dissimilar clusters can be easily identified
C) When a non-group is identified
D) When similar clusters are non-contiguous
Answer: A
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Which of the following is desirable when the researcher is working with a "skewed" population divided into portions and wishes to achieve high statistical efficiency?
A) Simple random sampling
B) Stratified sampling
C) Systematic sampling
D) Cluster sampling
Answer: B
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) The greatest danger in cluster sampling is cluster specification error that occurs when the clusters are ________.
A) Not homogeneous
B) Heterogeneous
C) Too homogeneous
D) Too heterogeneous
Answer: A
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) 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: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) Which of the following is used when different layers are apparent in the population and each layer is randomly sampled?
A) Systematic sampling
B) Stratified sampling
C) Cluster sampling
D) Simple random sampling
Answer: B
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) ________ 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
29) What type of nonprobability sample would be used when a researcher uses his or her 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) ________ sampling is the sampling method in which subjectivity and convenience are factors.
A) Convenience
B) Chain referral
C) Purposive
D) Quota
Answer: C
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) Which of the following describes a type of nonprobability sampling method when a researcher asks respondents for the names or identities of others like themselves who might qualify to take part in the survey?
A) Convenience sampling
B) Purposive sampling
C) Quota sampling
D) Chain referral sampling
Answer: D
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
32) Referral samples are often useful in ________.
A) industrial marketing research situations
B) consumer marketing research situations
C) entertainment marketing research situations
D) sports marketing research situations
Answer: A
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
33) ________ sampling is the sampling method in which the size of the sample portions is determined by the researcher's belief about the relative size of each class of respondent in the population.
A) Quota
B) Convenience
C) Purposive
D) Chain referral
Answer: A
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
34) ________ 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
35) ________ use(s) purposive sampling rather than probability sampling.
A) Secondary research
B) Surveys
C) Focus groups
D) Exploratory research
Answer: C
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
36) Which of the following are appropriate when researchers have a detailed demographic profile of the population on which to base the sample?
A) Referral samples
B) Convenience samples
C) Purposive samples
D) Quota samples
Answer: D
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
37) A fine jeweler may require that the final sample is 75 percent female and 25 percent 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
38) When the selection of the place and, consequently, prospective respondents is subjective, rather than objective, it is called ________ sampling.
A) quota
B) convenience
C) referral
D) purposive
Answer: B
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
39) Which type of sampling would a research company use that is performing a study requiring recommendations from other respondents who might be similar to themselves?
A) Quota sampling
B) Purposive sampling
C) Referral sampling
D) Convenience sampling
Answer: C
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
40) There are three types of online sampling methods. Of the following, which is NOT a type of online sampling method?
A) Blue ocean samples
B) Online panels
C) River samples
D) List samples
Answer: A
LO: 9:6: About online sampling techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) Because panel companies have huge databases of information regarding demographics, possessions, lifestyle, medical ailments, and so on that can be used to select panel members to be survey respondents, they are especially proficient at ________.
A) conducting large surveys
B) delivering targeted samples
C) reaching social media enthusiasts
D) executing complex surveys
Answer: B
LO: 9:6: About online sampling techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
42) _____ __ 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 samples
B) Online panels
C) River samples
D) List samples
Answer: C
LO: 9:6: About online sampling techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) 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: 9:6: About online sampling techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) 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: 9:7: The steps involved with developing a sampling plan
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
45) 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: 9:7: The steps involved with developing a sampling plan
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
46) ________ 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: 9:7: The steps involved with developing a sampling plan
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
47) Researchers tend to have a less specific definition of the population than do managers. Answer: FALSE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) There are certain practicalities associated with a census, particularly when you think about target markets encompassing millions of consumers.
Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) The difficulties encountered by U.S. census takers are different than those encountered in marketing research.
Answer: FALSE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) A sample unit refers to the basic level to investigate.
Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) A sample is the basic level of investigation.
Answer: FALSE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) The sample and sample unit exist within the area called the sample frame. Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) A sample frame is the master source of sample units in the population.
Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) 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.
Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) Whenever a sample is taken, the survey will reflect sampling error. Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) Sampling error is caused by two factors, which include the method of sample selection and sample size.
Answer: TRUE
LO: 9:1: Basic concepts involved with samples and sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
57) There are at least two general reasons why a sample is almost always more desirable than a census, which include the expense and the difficulty of analyzing very large datasets.
Answer: TRUE
LO: 9:2: The reasons for taking a sample
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
58) Perfectly acceptable precision or accuracy can be obtained with surprisingly small samples.
Answer: TRUE
LO: 9:2: The reasons for taking a sample
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) Probability samples are samples in which members of the population have a known chance of being selected into the sample.
Answer: TRUE
LO: 9:3: Differences between probability and nonprobability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
60) Nonprobability samples are samples where the chances of selecting members from the population into the sample are unknown.
Answer: TRUE
LO: 9:3: Differences between probability and nonprobability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
61) The terms known and unknown are misleading; to calculate a precise probability, one would need to know the exact size of the population, and it is impossible to know the exact size of the population in most marketing research studies.
Answer: TRUE
LO: 9:3: Differences between probability and nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) With simple random sampling, the probability of being selected into the sample is identical for all members of the population.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
63) The random device method involves using an apparatus or a procedure to ensure that every member of the population has the same chance of being selected into the sample.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
64) Systematic sampling accomplishes the same end as simple random sampling and is more efficient.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
65) Systematic sampling is desirable when highly similar groups can be easily identified, such as subdivisions spread across a wide geographic area.
Answer: FALSE
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
66) Stratified sampling is better suited than other probability sampling methods for populations that are not distributed in a bell-shaped pattern.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
67) Computer programs can be designed to generate numbers without any systematic sequence to the numbers whatsoever. This describes the random numbers method.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
68) To use systematic sampling, it is necessary to have a complete listing of the population.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
69) In systematic sampling, the researcher decides on a skip interval, which is calculated by dividing the number of names on the list by the sample size.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Easy Classification: Application
AACSB: Application of knowledge
70) Systematic sampling is probability sampling because it employs a random starting point, which ensures that there is sufficient randomness in the sample to approximate an equal probability of any member of the population being selected.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
71) Systematic sampling is less efficient than simple random sampling because multiple random numbers need to be drawn at the beginning.
Answer: FALSE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
72) Area sampling is a form of cluster sampling and uses either a one or two-step approach. Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult Classification: Application
AACSB: Application of knowledge
73) A skewed population distribution has a long tail on one end and a short tail on the other. It deviates greatly from the bell-shaped distribution that is assumed with simple random, systematic, or cluster sampling.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
74) Stratified sampling results in a more accurate overall sample by allowing for explicit analysis of each stratum and by allowing the estimation of the overall sample mean by use of a weighted measure.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
75) The simple random sampling method guarantees that every member of the population has an equal chance of being selected into the sample; therefore, the resulting sample, no matter what the size, will be a valid representation of the population.
Answer: TRUE
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
76) There are three practical applications in which simple random sample designs are employed quite successfully: random digit dialing, computer-based random samples, and simple random samples.
Answer: FALSE
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
78) Convenience samples can be seriously misleading since with nonprobability sampling, there is a good possibility that non-representative sample units will be selected.
Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) Stratified sampling can be applied with less difficulty and accomplished in a shorter time than can simple random sampling.
Answer: FALSE
LO: 9:5: How to perform each of four different types of nonprobability sampling Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
80) Despite some advantages, systematic sampling does not have the potential to create a sample equal in quality to samples created from simple random sampling.
Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
81) With probability sampling methods, members of the population have a known chance of being included in the sample.
Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
82) Purposive samples, sometimes called judgment samples or exemplar samples, are highly subjective and, therefore, prone to much error.
Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
83) Chain referral samples are appropriate when there is a limited or very short sample frame. Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
84) When a researcher specifies percentages of the total sample for various types of individuals to be interviewed and selects them via nonprobability sampling, it is termed a quota sample.
Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
85) Even when done conscientiously and with a firm understanding of the population's characteristics, quota sampling can rival probability sampling in the minds of some researchers.
Answer: TRUE
LO: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
86) 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
87) 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
88) It is important to understand how the online sampling method works and to interpret the sampling procedure correctly with respect to basic sampling concepts.
Answer: TRUE
LO: 9:6: About online sampling techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
89) Online panel samples are popular, and there are lingering concerns about the true representativeness of samples provided by panel companies because their sample frames are imperfect.
Answer: TRUE
LO: 9:6: About online sampling techniques
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
90) In river samples, the "river" is the steady stream of invitations to potential respondents who qualify for online panels.
Answer: FALSE
LO: 9:6: About online sampling techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) A sample frame is a master source of sample units in the population.
Answer: TRUE
LO: 9:6: About online sampling techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
92) Deciding on the sample method is the first step in creating a sample plan.
Answer: FALSE
LO: 9:7: The steps involved with developing a sampling plan
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) 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: 9:1: Basic concepts involved with samples and sampling
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) 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: 9:2: The reasons for taking a sample
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
95) 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: 9:3: Differences between probability and nonprobability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) Describe the four probability sampling methods in which there is a known chance of a member of the population being selected into the sample.
Answer: Students should name and describe the four probability methods listed in the text in Table 9.1: Simple random sampling, systematic sampling, cluster sampling, and stratified samples. Discussion includes a basic to well-developed understanding of each of the four probability sampling methods: Simple random sampling uses devices or aids, such as random numbers, to ensure that every member of the population has the same chance of being selected into the sample. Systematic sampling uses a random starting point and "skips" through a list. Cluster sampling can be applied to areas such as subdivisions so that only a few areas are selected and canvassed or sampled. Stratified sampling is used when different strata are apparent in the population and each stratum is randomly sampled.
LO: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) 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: 9:4: How to perform each of four different types of probability sampling
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) Name and describe the four basic nonprobability sampling methods that contain bias because 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: 9:5: How to perform each of four different types of nonprobability sampling
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
99) Sampling for Internet surveys poses special opportunities and challenges, but most of these issues can be addressed in the context of our 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: 9:6: About online sampling techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
100) 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. Thoroughly define and describe what is contained in each step. Which steps are the most critical and why?
Answer: Student should articulate in some amount of detail what is contained in each step.
Discussion should mention that Step 1 (Define the relevant population) and Step 6 (Validate the sample) are two critical steps in the process. Answers will vary but should incorporate content adapted from Table 9.3 in the text.
LO: 9:7: The steps involved with developing a sampling plan
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 10 Determining the Size of a Sample
1) ________ is determining the number of respondents in a particular sample.
A) One of the simplest decisions in the marketing research process
B) One of the most complex decisions in the marketing research process
C) One of the least expensive decisions in the marketing research process
D) One of the most time-consuming and complex decisions in the marketing research process
Answer: A
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Which of the following accurately describes one of the two good reasons a marketing researcher should have a basic understanding of sample size determination?
A) Bias toward sample sources
B) Sample size bias
C) Bias toward the use of offshore research resource
D) Bias regarding the use of panel companies
Answer: B
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) A marketing researcher should have a basic understanding of sample size determination because ________.
A) sample size determines the research outcome
B) sample size affects research efficiencies
C) sample size is often a major cost factor
D) sample size determines the provider of the sample
Answer: C
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) The axiom regarding sample size and accuracy does NOT include which of the following?
A) A census is the only perfectly accurate sample.
B) A probability sample will always have some inaccuracy (sample error).
C) A probability sample size can be a very tiny percentage of the population size and still be very accurate.
D) Increasing sample size increases the sample's representativeness.
Answer: D
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) The most correct method of determining sample size is the confidence interval approach, which applies the concepts of all of 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: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
6) ________ is the most correct method of determining a sample size.
A) Percentage of population
B) All that can be afforded
C) All that time will permit
D) The confidence interval approach
Answer: D
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) Which of the following relates to all sources of error other than the sample selection method and sample size, including problem specification mistakes, question bias, data recording errors, or incorrect analysis?
A) Nonsampling error
B) Sample bias
C) Survey bias
D) Sampling error
Answer: A
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
8) ________ is the amount of dissimilarity in respondents' answers to a particular question.
A) Variability
B) Sampling error
C) Invariability factor
D) Dissimilarity gap
Answer: A
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
9) ________ is reflected in the spread of the distribution.
A) Amount of the sample size
B) Amount of variability
C) Amount of the sample
D) Amount of similarity
Answer: B
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
10) A range whose endpoints define a certain percentage of the responses to a question is the ________.
A) sample size
B) sample range
C) confidence interval
D) confidence endpoint
Answer: C
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) Which of the following demonstrates how a researcher can take any finding in the survey, replicate the survey with a random sample of the same size, and be "very likely" to find the same finding within the ±% range of the original sample's finding?
A) The foundational theorem of statistics
B) The fundamental theorem of arithmetic
C) The law of large numbers
D) The central limit theorem
Answer: D
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
12) The margin of sample error of a random sample is ________ the size of the population.
A) independent of
B) directly proportional to
C) related to
D) indirectly related to
Answer: A
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) ________is NOT used to compute a sample size.
A) The number of sample subjects
B) Variability
C) Acceptable sample error
D) Confidence level
Answer: A
LO: 10:3: How to compute sample size using the sample size formula
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) If you are concerned with the ________ in the survey, such as yes or no questions, the standard sample size formula is applicable
A) ordinally scaled questions
B) nominally scaled questions
C) random questions
D) specific sample size questions
Answer: B
LO: 10:3: How to compute sample size using the sample size formula
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
15) Acceptable margin of sample error is the term e, which refers to ________.
A) the amount of survey error the researcher will permit to be associated with the sample
B) the amount of research error the researcher will permit to be associated with the survey
C) the amount of sample error the researcher will permit to be associated with the survey
D) the amount of sample error the researcher will permit to be associated with the respondents
Answer: C
LO: 10:3: How to compute sample size using the sample size formula
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
16) Which of the following is TRUE with regard to 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: 10:3: How to compute sample size using the sample size formula
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
17) When estimating a standard deviation, researchers may rely on prior knowledge of the population (previous study), a pilot study, or ________.
A) divide the range by 1,000
B) divide the range by a random number
C) divide the range by 8
D) divide the range by 6
Answer: D
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability?
A) 55 percent say "Yes" and 45 percent say "No".
B) 90 percent say "Yes" and 10 percent say "No".
C) 70 percent say "Yes" and 30 percent say "No".
D) 60 percent say "Yes" and 40 percent say "No".
Answer: A
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) 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: 10:4: Practical considerations when determining what sample size to use
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
20) Which of the following is NOT one of the three ways a researcher may estimate variability?
A) By examining research objectives against costs
B) By assuming maximum variability (p = 50%, q = 50%)
C) By seeking previous studies on the population
D) By conducting a small pilot study
Answer: A
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) Translated in terms of accuracy, ________ the marketing decision maker desires the estimate to be, the larger must be the sample size.
A) the less accurate
B) the more accurate
C) the broader
D) the narrower
Answer: A
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Which of the following must marketing researchers help decision makers understand regarding requests for high precision, expressed as acceptable sample error?
A) Economic and cost implications
B) Sample size implications
C) Respondent implications
D) Time constraint implications
Answer: B
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) Which of the following level of confidence is standard in sample size determination?
A) 90% or 95%
B) 99% or 100%
C) 95% or 99%
D) 90% or 100%
Answer: C
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
24) The size of a random sample depends on the client's desired accuracy (acceptable margin of sample error) balanced against the ________.
A) ability of the research firm to collect the data
B) time required to collect the proper data
C) research objectives
D) cost of data collection for that sample size
Answer: D
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) A table that relates ________ is a useful tool when deciding on the survey sample size.
A) data collection cost and sample error
B) data collection and sample size
C) deadline to completion and sample size
D) research objectives to sample error
Answer: A
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) If the level of confidence, variability, and the size of a sample is known, there is a formula that allows researchers to determine the ________.
A) costs of the sample
B) size of the sample
C) representativeness of the sample
D) sample error
Answer: D
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
27) The ________may take form of a "percent rule of thumb" statement regarding sample size.
A) statistical approach
B) arbitrary approach
C) scientific approach
D) non-arbitrary approach
Answer: B
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
28) Arbitrary sample sizes ________ even though they are simple and easy to apply.
A) tend to need a professional researcher to implement
B) add more time for survey completion
C) are neither efficient nor economical
D) generally cannot be understood by marketing managers
Answer: C
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
29) Which of the approaches below follows some customary way or number believed somehow to be the right sample size?
A) Arbitrary approach
B) Customary approach
C) Statistical approach
D) Conventional approach
Answer: D
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) When determining sample size, the conventional approach would NOT be ________.
A) five percent of the entire population
B) the average of the sample sizes of similar studies
C) the sample size of previous surveys
D) the sample sizes normally reported in published reports
Answer: A
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) Of the following, which item BEST describes the basic difference between the arbitrary and conventional sample size determination methods?
A) The conventional approach has no defensible logic; the arbitrary approach appears to have faulty logic.
B) The arbitrary approach has no defensible logic; the conventional approach appears logical but is faulty.
C) The conventional approach doesn't appear to be logical; the arbitrary approach has defensible logic.
D) The arbitrary approach has no defensible logic; the conventional approach is logical, but is faulty.
Answer: B
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
32) A researcher may not take into consideration that the ________ when they adopt past sample sizes or those used by other companies.
A) sample may be proprietary
B) research objectives are not the same
C) sample was flawed
D) research deadline was not the same
Answer: C
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
33) 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) Arbitrary
B) Statistical analysis
C) Variability
D) Conventional
Answer: D
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) A researcher who wishes to perform a particular type of data analysis that has sample size requirements may use a(n) ________.
A) statistical analysis approach
B) arbitrary approach
C) variability approach
D) conventional approach
Answer: A
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) Sometimes a research objective is to perform subgroup analysis, which has direct implications ________.
A) on statistical analysis techniques
B) for sample size
C) for survey cost
D) for survey completion time
Answer: B
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) The ________ is the method that uses cost as an overriding basis for sample size.
A) budget override approach
B) sample cost approach
C) "all you can afford" approach
D) minimum cost expenditure approach
Answer: C
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
37) Why does focusing on budget factors especially in sample size specification matter?
A) Helps keep market research projects within budget.
B) Is an essential part of the marketing researcher manager's duties.
C) Helps control scope creep in marketing research budgets.
D) Ignores the value of the survey's results to management.
Answer: D
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
38) Marketing researchers and their clients cannot decide on sample size without taking cost into consideration, however, the key is to ________.
A) remember when to consider cost
B) remember that budgets can be adjusted
C) understand the effect on research outcomes
D) understand sample sizes can be adjusted downward to accommodate cost
Answer: A
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) In what way will the sample size and cost of a marketing research project be affected as the level of accuracy increases?
A) Sample size will increase but the cost will decrease.
B) Sample size and the cost of the survey will increase.
C) Sample size will decrease but the cost will increase.
D) Sample size will remain the same but the cost will increase.
Answer: B
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) A ________ situation is one in which the sample exceeds 5% of the total population size.
A) subgroup population
B) large population
C) small population
D) group population
Answer: C
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) Which of the following represents an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample?
A) A standard adjustment factor
B) Standard error
C) An infinite multiplier
D) A finite multiplier
Answer: D
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
42) The ________ should be used to determine sample size with small populations.
A) finite multiplier
B) infinite multiplier
C) standard adjustment factor
D) standard correction factor
Answer: A
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
43) It is possible to reduce the ________ by applying the finite multiplier.
A) population and achieve the same accuracy level
B) sample size or achieve the appropriate accuracy level
C) sample size and achieve the same accuracy level.
D) accuracy level and maintain the same sample size
Answer: C
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
44) ________ when performing research on small populations.
A) Increase the calculated sample size and save money
B) Reduce the sample but increase the cost
C) Reduce the overall cost of the research
D) Reduce a calculated sample size and save money
Answer: D
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
45) When using ________, sample size is unrelated to accuracy, so cost-benefit considerations must be used.
A) nonprobability sampling
B) probability sampling
C) cluster sampling
D) stratified sampling
Answer: A
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
46) Among do-it-yourself researchers, it is common practice to consider ________ to be a random sample.
A) a mall intercept sample
B) a panel sample
C) a telephone sample
D) a group sample
Answer: B
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) The accuracy of a sample is a measure of how closely it reports the true values of the population it represents.
Answer: TRUE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) Only a probability sample, typically referred to as a random sample, is truly representative of the population and, second, the size of that random sample determines the sample's accuracy.
Answer: TRUE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Sample accuracy refers to how close a random sample's size is to the population's value it represents.
Answer: FALSE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) The selection method, not the size of the sample, determines a sample's representativeness.
Answer: TRUE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) Researchers are generally not concerned with sample size because only an insignificant cost savings occurs when the correct sample size is calculated and used.
Answer: FALSE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) Tens of thousands of consumers have joined online panels, which are mini-populations that represent consumer markets of many types.
Answer: TRUE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) A sample size decision is usually a compromise between what is theoretically perfect and what is practically feasible.
Answer: TRUE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) The size of a sample has nothing to do with its representativeness. Sample size affects the sample accuracy.
Answer: TRUE
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) The confidence interval approach is the correct method by which to determine sample size.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) The confidence interval approach applies the concepts of accuracy (margin of sample error), variability, and confidence interval to create a "correct" sample size.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) The only perfectly accurate sample is a census.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) Sampling error pertains to all sources of error other than the sample selection method and sample size, including problem specification mistakes, question bias, data recording errors, or incorrect analysis.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
59) A non-random sample will always have some inaccuracy, which is referred to as margin of sample error or simply sample error.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) The larger a random sample, the more inaccurate, meaning the less margin of sample error.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
61) Margin of sample error can be calculated with a simple formula and expressed as a ±% number.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) 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: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) When researchers find a wide dispersion of responses (when they find one response option accounting for a large number of respondents relative to others), researchers say that the results have much variability.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
64) If most respondents indicate the same answer on the response scale, the distribution shows little variability because respondents are highly similar.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) If respondents are evenly spread across the question's response options, there is little variability because respondents are quite dissimilar.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
66) A 90/10 split in response signifies little variability (dissimilarity) in the population, whereas a 50/50 split signifies maximum variability.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
67) You can take any finding in the survey, replicate the survey with a random sample of the same size, and be "very likely" to find the same finding within the ±% range of the original sample's finding.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
68) A confidence interval is a range whose endpoints define a certain number of errors of the responses to a question.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
69) In almost all situations, the sample size and the size of the population are related to each other.
Answer: FALSE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
70) A random sample size can be a very tiny percent of the population size but still have a large margin of sample error.
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
71) The only time the population size is a consideration in sample size determination is in the case of a "small population."
Answer: TRUE
LO: 10:2: What it means to compute sample size using the confidence interval method Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
72) The variability believed to be in the population, the acceptable margin of sample error, and the level of confidence required in your estimates of the population values describe the basic elements required to calculate the proper sample size for a survey.
Answer: TRUE
LO: 10:3: How to compute sample size using the sample size formula Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
73) A researcher cannot properly calculate sample size using a percentage or a mean.
Answer: FALSE
LO: 10:3: How to compute sample size using the sample size formula Difficulty: Easy Classification: Application
AACSB: Application of knowledge
74) The amount of sample error the researcher will permit to be associated with the survey is the acceptable margin of sample error.
Answer: TRUE
LO: 10:3: How to compute sample size using the sample size formula Difficulty: Moderate Classification: Application
AACSB: Application of knowledge
75) precisely calculate the actual variability.
Answer: FALSE
LO: 10:4: Practical considerations when determining what sample size to use Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
76) Any p/q combination other than 50%/50% will result in a higher sample size because p times q is in the numerator of the formula.
Answer: FALSE
LO: 10:4: Practical considerations when determining what sample size to use Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) A lower sample size means less effort, time, and cost, so there are good reasons for a researcher to try to estimate p rather than to take the worst case.
Answer: TRUE
LO: 10:4: Practical considerations when determining what sample size to use Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
78) If the project director has conflicting information or is worried about the timeliness or some other aspect of the information about the population's variability, he or she may conduct a pilot study to estimate p more confidently.
Answer: TRUE
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) The marketing manager intuitively knows that small samples are less accurate, on average, than are large samples. But it is rare for a marketing manager to think in terms of sample error.
Answer: TRUE
LO: 10:4: Practical considerations when determining what sample size to use Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
80) Because the sampling process is imperfect, it is appropriate to use an estimate of sampling error in the calculation of this range.
Answer: TRUE
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) The final agreed-to sample size does not have to be a trade-off between acceptable error and research cost.
Answer: FALSE
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
82) Arbitrary sample size approaches rely on erroneous rules of thumb.
Answer: TRUE
LO: 10:5: Why most alternative methods to determine sample size are undesirable Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
83) "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: 10:5: Why most alternative methods to determine sample size are undesirable Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) 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: 10:5: Why most alternative methods to determine sample size are undesirable Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
85) Sample sizes based on statistical analysis criteria can be quite large.
Answer: TRUE
LO: 10:5: Why most alternative methods to determine sample size are undesirable Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
86) On occasion, a research objective is to perform subgroup analysis, which is an investigation of subsegments within the population. The effort to gain knowledge about subgroups has direct implications for sample size.
Answer: TRUE
LO: 10:5: Why most alternative methods to determine sample size are undesirable Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
87) Focus on budget factors usually does not necessarily ignore the value of the survey's results to management or necessarily affect sample accuracy.
Answer: FALSE
LO: 10:5: Why most alternative methods to determine sample size are undesirable Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
88) As a general rule, a small population situation is one in which the sample exceeds 5% of the total population size.
Answer: TRUE
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) Sample size determines the accuracy, not the representativeness, of the sample.
Answer: TRUE
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
90) For nonprobability sampling, sample size is a judgment based almost exclusively on the value of the biased information to the manager, rather than desired precision, relative to cost.
Answer: TRUE
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
91) Most panel companies claim random selection of some sort, so there is the appearance of a random sample of the population.
Answer: TRUE
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) Using a panel company is somewhat expensive, but is expedient, and guarantees delivery of the specified number of completed surveys.
Answer: TRUE
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
93) The statement "a sample size decision is usually a compromise between what is theoretically perfect and what is practically feasible" underscores the importance of why a marketing researcher should have a basic understanding of sample size determinations. List and describe the two primary reasons why a marketing researcher should have this basic understanding. Answer: The student should demonstrate an understanding of the need of compromise between perfection and feasibility in marketing research. Discussion should mention that there are two good reasons a marketing researcher should have a basic understanding of sample size determination. The first reason is that many practitioners have a large sample size bias, which is a false belief that sample size determines a sample's representativeness. This bias is represented by a common question: "How large a sample should we have to be representative?" In other words, there is no relationship between sample size and representativeness. Second, a marketing researcher should have a basic understanding of sample size determination because sample size is often a major cost factor, particularly for personal interviews but even with telephone and online surveys.
LO: 10:1: Several axioms about sample size
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) 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: 10:2: What it means to compute sample size using the confidence interval method
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) In practice, a number of 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," "conventional sample size," and amount of allocated budget sample approaches. 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. Discussion of use of allocated budget should include that instead of establishing the value of the information to be gained from the survey as the primary consideration in determining sample size, the focus is on budget factors, which usually ignores the value of the survey's results to management.
LO: 10:5: Why most alternative methods to determine sample size are undesirable
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) How does a researcher calculate variability in the population?
Answer: Commentary should include some variation of the following: When estimating a standard deviation, researchers may rely on (a) prior knowledge of the population (previous study), (b) a pilot study, or (c) divide the range by 6. By estimating p to be other than 50%, the researcher can reduce the sample size and save money. Researchers can estimate variability by (a) assuming maximum variability (p = 50%, q = 50%), (b) seeking previous studies on the population, or (c) conducting a small pilot study.
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) How does a researcher determine the amount of acceptable sample error? What is the role of marketing research director in determining the amount of acceptable sample error?
Answer: Student answers should include that marketing researchers often must help decision makers understand the sample size implications of their requests for high precision, expressed as acceptable sample error. The commentary may elaborate and note that the more accurate the marketing decision maker desires the estimate to be, the larger must be the sample size. It is the task of the marketing research director to extract from the marketing decision maker the acceptable range of allowable margin of error sufficient to make a decision.
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) Describe how a marketer decides on the level of confidence in a study. What is the typical approach in marketing research?
Answer: Answers should mention the use of confidence intervals as the acceptable way of determining levels of confidence in a study. Commentary may include statements to the effect that because sample statistics are estimates of population values, the proper approach is to use the sample information to generate a range in which the population value is anticipated to fall. Answers may further state that because the sampling process is imperfect, it is appropriate to use an estimate of sampling error in the calculation of this range. Answers should mention that the use of a 95% or 99% level of confidence is standard in sample size determination.
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) The researcher must take cost into consideration when determining sample size. What are the factors involved in balancing sample size with cost of data collection?
Answer: Commentary should include that the size of a random sample depends on the client's desired accuracy (acceptable margin of sample error) balanced against the cost of data collection for that sample size. Answers should mention the cost of the research versus the value of the research and that there is always a need to make sure that the cost of the research does not exceed the value of the information expected from that research.
LO: 10:4: Practical considerations when determining what sample size to use
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
100) Two sampling situations raise special considerations–sampling from small populations and sample size when using a nonprobability sampling method. Describe each of these two situations and the way these sampling situations are best approached.
Answer: Discussion should identify both the small population and nonprobability sampling as those which need special consideration. Answers should note that a small population, as a general rule, is one in which the sample exceeds 5% of the total population size. Answers should mention that if it is a small population, the sample size formula needs some adjustment with what is called a finite multiplier, which is an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample. Discussion regarding nonprobability sampling should mention that sample size determines the accuracy, not the representativeness, of the sample. It should state that the sampling method determines the representativeness.
The discussion of nonprobability sampling should include the fact that sample size is a judgment based almost exclusively on the value of the biased information to the manager, rather than desired precision, relative to cost. Many managers do select nonprobability sampling plans, knowing their limitations. In other words, when using nonprobability sampling, sample size is unrelated to accuracy, so cost-benefit considerations must be used.
LO: 10:6: Three special situations for determining sample size: sampling small populations, using nonprobability sample methods, and using a panel company
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 11 Dealing with Fieldwork and Data Quality
1) ________ includes all errors in a survey EXCEPT those attributable to the sample plan and sample size.
A) Nonsampling error
B) Sample risk
C) Continuity error
D) Transcript error
Answer: A
LO: 11:1: What constitutes nonsampling error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) ________ is(are) NOT an example of nonsampling error.
A) All types of nonresponse error
B) Size of the sample taken
C) Data gathering and handling error
D) Data interpretation error
Answer: B
LO: 11:1: What constitutes nonsampling error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) Great potential for large nonsampling error occurs during the ________.
A) sampling data stage
B) planning stage
C) data collection stage
D) data analysis stage
Answer: C
LO: 11:1: What constitutes nonsampling error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) Researchers describe the various controls that can be imposed on the data collection process to minimize the effects of ________.
A) errors in the survey design process
B) inaccuracies in the survey analysis
C) nonsampling errors
D) sampling errors
Answer: C
LO: 11:1: What constitutes nonsampling error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) There are a wide variety of nonsampling errors that can occur during data collection including the first type, ________
A) research coordinator errors
B) research planner errors
C) data coordinator errors
D) fieldworker and respondent errors
Answer: D
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) Which of the following represents errors made by both fieldworkers and respondents?
A) Intentional and unintentional errors
B) Conscious and unconscious errors
C) Voluntary and involuntary errors
D) Purposeful and non-purposeful errors
Answer: A
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) Coaching a respondent to obtain desired response is which type of interviewer error?
A) Distracting the respondent
B) Pressuring the respondent
C) Leading the respondent
D) Misleading the respondent
Answer: C
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
8) Which of the following is NOT one of the three types of unintentional interviewer errors?
A) Interviewer personal characteristics
B) Interviewer misunderstandings
C) Interviewer fatigue
D) Offering answers
Answer: D
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
9) Which of the following describes the type of interviewer error when the interviewer intentionally misrepresents the responding?
A) Interviewer plagiarism
B) Unintentional interviewer errors
C) Interviewer misunderstanding
D) Interviewer cheating
Answer: D
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
10) ________ error describes a situation in which the data collection person willfully violates the data collection requirements set forth by the researcher.
A) Unintentional fieldworker
B) Intentional fieldworker
C) Intentional respondent
D) Unintentional respondent
Answer: B
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
11) ________ occurs when a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly.
A) Instinctive interviewer error
B) Intentional respondent error
C) Interviewer misunderstanding
D) Unintentional respondent error
Answer: C
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) ________ is NOT considered an unintentional respondent error.
A) Misunderstanding
B) Fatigue
C) Distraction
D) Nonresponse
Answer: D
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
13) ________ 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: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) An interviewer asks a respondent for his or her total monthly income. The respondent reports only her own income and not that of her husband. What type of error would this be?
A) Respondent distraction
B) Respondent misunderstanding
C) Respondent guessing
D) Fatigue-related mistake
Answer: B
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
15) 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: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
16) ________ are strategies to help minimize interviewers intentionally committing an error.
A) Double-checking and validation
B) Re-interviewing and re-validation
C) Double-blind interviewing and supervision
D) Validation and supervision
Answer: D
LO: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
17) Which of the following is NOT among the several mechanisms routinely used by professional field data collection companies to reduce unintentional fieldworker errors?
A) Psychological screening
B) Selection and training
C) Orientation sessions
D) Role playing
Answer: A
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) It is important to minimize falsehoods and non-response tendencies on the part of respondents to control ________.
A) unintentional respondent error
B) intentional respondent error
C) interviewer behavior error
D) data analysis error
Answer: B
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) Methods useful in minimizing intentional respondent error include all of the following EXCEPT ________.
A) anonymity
B) confidentiality
C) use of contract respondents
D) validation checks
Answer: C
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
20) 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 similar to the respondent. This is known as which type of technique?
A) In-direct technique
B) Anonymous person technique
C) Confidentiality technique
D) Third-person technique
Answer: D
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) The control of unintentional respondent error takes various forms including all of the following EXCEPT ________.
A) careful selection of respondents
B) well-drafted questionnaire instructions and examples
C) reversals of scale endpoints
D) Use of prompters
Answer: A
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) ________ is one of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process.
A) Allocation of sufficient amounts for survey administration
B) Stressing the importance of good questionnaire design in reducing these errors
C) Stressing the importance of thorough validation
D) Focusing on paying respondents and interviewers appropriately
Answer: B
LO: 11:3: How to control field data collections error
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
23) ___ ____ 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) Respondent cheating
B) Respondent misunderstanding
C) Respondent nonresponse
D) Respondent fatigue
Answer: C
LO: 11:4: All about nonresponse error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
24) 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: 11:4: All about nonresponse error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
25) Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in
A) respondent refusals to participate
B) respondent break-offs
C) respondent omissions
D) respondent cheating
Answer: A
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) Which of the following results from factors such as interviews taking longer than the respondent expected; the topic and specific questions are distasteful, too personal, or boring; the instructions confusing; the survey may be too complex; or a sudden interruption?
A) Respondent refusals to participate.
B) Respondent break-offs.
C) Respondent omissions.
D) Respondent cheating.
Answer: B
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) In order to reduce ________, it is useful for a researcher to offer the "don't know" option with questions that require mental effort.
A) item breakoffs
B) item cheating
C) item omissions
D) refusals to participate
Answer: C
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) ________ may be defined as one in which all the primary questions have been answered.
A) An incomplete interview
B) A partially completed interview
C) A non-valid interview
D) A completed interview
Answer: D
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.
A) Response rate
B) Survey ratio
C) Interviewer completed responses
D) Confidence interval
Answer: A
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________.
A) data collection companies
B) panel companies
C) social media surveys
D) mall intercepts
Answer: B
LO: 11:5: How panel companies control errors
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) 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: 11:5: How panel companies control errors
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) 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: 11:5: How panel companies control errors
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) 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: 11:5: How panel companies control errors
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
34) Practically every research association has some sort of formalized recommendations, best practices, standards, or admonishments to guide researchers in identifying the highest-quality ________ when considering their services.
A) mall intercept companies
B) online panel companies
C) social media companies
D) secret shopper companies
Answer: B
LO: 11:5: How panel companies control errors
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
35) A ________ typically contains a respondents' 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: 11:6: What a dataset, coding of data, and the data code book are
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
36) 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: 11:6: What a dataset, coding of data, and the data code book are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
37) A data code book identifies all of the following EXCEPT ________.
A) the questions on the questionnaire
B) the variable name or label that is associated with each question or question part
C) the software analytic methodology
D) the code numbers associated with each possible response to each question
Answer: C
LO: 11:6: What a dataset, coding of data, and the data code book are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
38) The advantage of a code book that describes the data file is that any ________ can work on the dataset.
A) interviewer
B) marketer
C) software engineer
D) analyst
Answer: D
LO: 11:6: What a dataset, coding of data, and the data code book are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) ________ 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: 11:6: What a dataset, coding of data, and the data code book are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) It is much more convenient to have findings tables use the labels on the questionnaire, such as "male" or "female," rather than the code numbers, such as "1" and "2" when performing ______.
A) data coding
B) data analysis
C) data validation
D) data booking
Answer: B
LO: 11:6: What a dataset, coding of data, and the data code book are
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
41) Necessitated by nonresponses and suspicious answers, ________ in the marketing research process involves inspecting respondents' answers in the dataset.
A) validating interviewers survey methods
B) a separate phase of the data preparation stage
C) validating respondents' answers
D) a separate type of software analysis
Answer: B
LO: 11:7: Data quality issues in data sets
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
42) Determining the presence of "bad" respondents and to throw out the ones with severe problems is the purpose of ________.
A) examination of incorrect answers
B) valid data inspection
C) raw data inspection
D) examination of correct answers
Answer: C
LO: 11:7: Data quality issues in data sets
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
43) 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: 11:7: Data quality issues in data sets
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) Which of the following does NOT represent one of the problem respondent categories?
A) Homogeneous responses
B) Break-offs
C) Item omissions
D) Yea- or nay-saying patterns
Answer: A
LO: 11:7: Data quality issues in data sets
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) Most problems encountered with online surveys can usually be prevented by ________.
A) proper market research analysts
B) selecting options or requirements in the online questionnaire program
C) a proper survey design software program
D) a proper data analytics software program
Answer: B
LO: 11:7: Data quality issues in data sets
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
46) ________ 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: 11:7: Data quality issues in data sets
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
47) The counterpart to sampling error is nonsampling error, which consists of all errors in a survey including those attributable to the sample plan and sample size.
Answer: FALSE
LO: 11:1: What constitutes nonsampling error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) Data collection is the phase of the marketing research process during which respondents provide their answers or information in response to inquiries posed by the researcher.
Answer: TRUE
LO: 11:1: What constitutes nonsampling error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Much of the marketing research industry uses panel companies that maintain very large numbers of respondents who are encouraged to fill out surveys quickly and accurately.
Answer: TRUE
LO: 11:1: What constitutes nonsampling error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
50) The first general type of possible error in field data collection is respondent error, defined as errors committed by the individuals who answer questionnaires, typically respondents.
Answer: FALSE
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) Respondent errors can occur regardless of the method of data collection, but some data collection methods have greater potential for respondent error than others.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) Unintentional fieldworker errors occur whenever a data collection supervisor unintentionally violates the data collection requirements set forth by the researcher.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) Interviewer cheating is a concern, especially when compensation is calculated on a per completed-interview basis.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) A type of intentional error on the part of an interviewer is encouraging respondent cheating, or attempting to influence the respondent's answers through wording, voice inflection, or body language.
Answer: FALSE
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) Intentional interviewer errors include misunderstandings and fatigue.
Answer: FALSE
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) Interviewer cheating and interviewer leading are categorized as intentional errors because professional interviewers are trained to avoid them.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) An intentional interviewer error occurs whenever an interviewer commits an error while believing that he or she is performing correctly.
Answer: FALSE
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) There are four general sources of unintentional interviewer errors: interviewer personal characteristics, interviewer misunderstandings, interviewer cheating, and interviewer fatigue.
Answer: FALSE
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) A questionnaire may include various types of instructions for the interviewer, a variety of response scales, directions on how to record responses, and other complicated guidelines to which the interviewer must adhere.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) Even an experienced interviewer cannot overcome poor questionnaire instructions.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
61) There are three major intentional respondent errors: falsehoods, refusals, and speeding.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
62) Nonresponse includes failure on the part of a respondent to take part in the survey, premature termination of the interview, and refusal to answer specific questions on the questionnaire.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
63) Consumer marketing research is even more challenging than business-to-business research, presenting additional hurdles that must be cleared (such as negotiating "gatekeepers") just to find the right person to take part in the survey.
Answer: FALSE
LO: 11:2: About errors that occur during field data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
64) Unintentional respondent errors may result from misunderstanding, guessing, attention loss, distractions, or fatigue.
Answer: TRUE
LO: 11:2: About errors that occur during field data collection
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
65) Two general strategies–supervision and validation–can be employed to guard against the interviewer intentionally committing an error.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
66) An industry standard is to randomly select 10% of the completed surveys for purposes of making a call-back to validate that the interview was conducted.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
67) Validation does not necessarily verify that the interviewer did the work and is aimed at the falsification/cheating problem.
Answer: FALSE
LO: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
68) Supervised orientation sessions and role playing can help reduce unintentional fieldworker errors.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) The more competent the field interviewer becomes through training, supervision, and development of personal skills, the lower the potential for respondent error.
Answer: FALSE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
70) Tactics such as anonymity, confidentiality, validation checks, and third-person technique have been used to minimize respondent error.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
71) Incentives encourage responses but do not compel respondents to be more truthful.
Answer: FALSE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
72) 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: 11:3: How to control field data collections error
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
73) Ways to combat unintentional respondent error include well-drafted questionnaire instructions and examples, reversals of scale endpoints, use of scale endpoints, and use of prompters.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Long questionnaires often include phrases known as "prompters" such as "We are almost finished," "That was the most difficult section of questions to answer," or other statements.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
75) Researchers understand the true value of professional field data collection companies whose existence depends on how well they can control interviewer and respondent error.
Answer: TRUE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
76) Nonresponse, in general, and refusals are considered some of the most intentional respondent errors researchers encounter.
Answer: TRUE
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
77) There are three primary types of nonresponse errors which include refusals to participate in the survey, premature termination, survey cheating, and refusals to answer specific questions.
Answer: TRUE
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
78) 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: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
79) The identification, control, and adjustments necessary for nonresponse are critical to the success of a survey.
Answer: TRUE
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
80) A way to combat intentional respondent error is to include reversals of scale endpoints in questionnaires.
Answer: FALSE
LO: 11:3: How to control field data collections error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) 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: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) If an interviewer does not have all of the data for primary questions and secondary questions, he or she can count the survey as completed.
Answer: TRUE
LO: 11:4: All about nonresponse error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) 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: 11:4: All about nonresponse error
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) The marketing research industry has an acceptable way to calculate a survey's response rate.
Answer: TRUE
LO: 11:4: All about nonresponse error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
85) Eligible units are respondents determined by screening or qualifying questions in most surveys.
Answer: TRUE
LO: 11:4: All about nonresponse error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
86) Panel companies do not normally collect information such as demographic, life style, possessions, etc. on each panel member as part of the recruitment and registration process.
Answer: FALSE
LO: 11:5: How panel companies control errors
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
87) The popularity of online panels has given rise to a great many panel companies, some of which have been praised for laxness in data quality controls.
Answer: TRUE
LO: 11:5: How panel companies control errors
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
88) With specific analytical software describing the data file, any analyst can work on the dataset, regardless of whether that analyst was involved in the research project during its earlier stages or not.
Answer: FALSE
LO: 11:6: What a dataset, coding of data, and the data code book are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) Few statistical analysis programs treat a blank as "missing," so a blank or empty cell is the universal default code to signify missing data.
Answer: FALSE
LO: 11:6: What a dataset, coding of data, and the data code book are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
90) Data quality is a concern for marketing researchers, which means the researcher must examine the responses for data quality problems prior to analysis.
Answer: TRUE
LO: 11:7: Data quality issues in data sets
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) The purpose of raw data inspection and analysis is to determine the presence of "bad" respondents and to throw out the ones with severe problems.
Answer: TRUE
LO: 11:7: Data quality issues in data sets
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) Problem respondents fall into the following five categories: incomplete responses, nonresponses to specific questions, cheating, and middle-of-the-road patterns.
Answer: FALSE
LO: 11:7: Data quality issues in data sets
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
93) Data collection and nonsampling error go hand-in-hand. Define nonsampling error and what nonsampling error includes.
Answer: The student should distinguish sampling error and nonsampling within the definitions. Answers mention that the significance of understanding sampling is that sampling error can be controlled. The definition of nonsampling error should be some variation on the following: Nonsampling error consists of all errors in a survey except those due to the sample plan and sample size. Responses mention at least two of the following circumstances of what nonsampling error includes: Nonsampling error includes (1) all types of nonresponse error, (2) data-gathering errors, (3) data-handling errors, (4) data analysis errors, and (5) interpretation errors. Nonsampling errors also include errors in problem definition and question wording–everything other than sampling error.
LO: 11:1: What constitutes nonsampling error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) It is important for researchers to know both the sources of nonsampling errors as well as ways to minimize its effect. Describe intentional and unintentional errors as well as the causes. Answer: Commentary includes a statement that reiterates that researchers must know both the sources of nonsampling error and ways to minimize its effect on total error. Answers include a statement that the data collection phase of marketing research holds great potential for nonsampling errors. Answers mention that intentional and unintentional errors on the parts of both interviewers and respondents must be regulated. Dishonesty, misunderstanding, and fatigue affect fieldworkers, whereas falsehoods, refusals, misunderstanding, and fatigue affect respondents.
LO: 11:1: What constitutes nonsampling error
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) Precautions and procedures can be implemented to minimize the effects of the various types of errors. Discuss controls that may be implemented to minimize errors on the part of both interviewer and respondent.
Answer: Students should mention some variation of the following: Several controls and procedures may be used to overcome these sources of error, such as supervision, validation, careful selection, and orientation sessions for interviewers. In addition, researchers use anonymity, confidentiality, incentives, validation checks, the third-person technique, welldrafted questionnaire instructions and examples, response options such as "unsure," reversals of scale endpoints, and prompters to minimize respondent errors.
LO: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
96) Precautions and procedures can be implemented to minimize the effects of the various intentional fieldworker errors. What are the general strategies used to minimize intentional fieldworker errors? Describe the industry standard used as part of this process?
Answer: Students should focus on the strategies, not sources, of intentional fieldworker errors. The discussion should include discussion of supervision and validation as the two primary strategies. Supervision should be defined as consisting of administrators overseeing the work of field data collection workers. Comments mention supervision of telephone or call center "listening in" or monitoring of fieldworkers as part of the supervisory process. Answers note that the other strategy is validation, which verifies that the interviewer did the work. Comments should state that strategy is aimed at the falsification/cheating problem. Answers mention that there are various ways to validate the work. At a minimum, answers should state that an industry standard is to select a random percentage of the completed surveys for purposes of making a callback to validate that the interview was conducted. Answers may include the statement that 10% of the completed surveys is the industry standard. Additional comments may state that few sample questions might even be re-administered for comparison purposes. In the absence of callback validation, a supervisor may inspect completed questionnaires and may, with a trained eye, spot patterns in an interviewer's completions that raise suspicion of falsification.
LO: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
97) Unintentional fieldworker errors present issues as well for researchers. Precautions and procedures should be developed to minimize the effects of these errors. What are the general strategies used to minimize unintentional fieldworker errors?
Answer: Commentary should describe four mechanisms commonly used by professional field data. Answers should mention that the mechanisms or tactics useful in minimizing intentional respondent error include anonymity, confidentiality, validation checks, and third-person technique. Discussion should include a statement to the effect that the more competent the field interviewer becomes through training, supervision, and development of personal skills, the lower the potential for interviewer error.
LO: 11:3: How to control field data collections error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
98) Nonresponse errors of various types occur through the data collection phase. What types of nonresponse errors exist? How can nonresponse error 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). Nonresponse error can be measured by calculating the response rate using the CASRO response rate formula.
LO: 11:4: All about nonresponse error
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
99) Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of 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: 11:5: How panel companies control errors
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
100) 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: 11:6: What a dataset, coding of data, and the data code book are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 12 Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
1) The problem confronting the marketing researcher when faced with a dataset is ________, which is a process of describing a dataset by computing a small number of statistics that characterize its various aspects.
A) data analysis
B) data integrity
C) understanding the data book
D) choosing the data analytical software
Answer: A
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
2) Which of the following is NOT one of the basic types of statistical analyses used to reduce a dataset?
A) Descriptive analysis
B) Regression analysis
C) Inference analysis
D) Difference analysis
Answer: B
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) Mean, mode, standard deviation, and range are forms of ________ analysis used to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses.
A) difference
B) inference
C) descriptive
D) association
Answer: C
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
4) ________ analysis is the process used to generalize the results of a sample to the target population it represents.
A) Descriptive
B) Difference
C) Relationship
D) Inference
Answer: D
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
5) ________ analysis is the type of analysis the researcher might choose to compare expenditures by high-income earners versus moderate-income earners.
A) Difference
B) Inference
C) Relationship
D) Association
Answer: A
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
6) ________ analysis is used when one wants to see if variables, such as advertising recall scores, positively associate with intentions to buy the advertised brand.
A) Difference
B) Association
C) Inference
D) Relationship
Answer: B
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
7) ________ analysis is a category of statistical procedures and models available to the marketing researcher to help make forecasts about future events.
A) Descriptive
B) Association
C) Relationship
D) Inference
Answer: C
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
8) ________ analysis reveals central tendency (typical response) and variability (similarity of responses).
A) Association
B) Relationship
C) Inference
D) Descriptive Answer: D
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) 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) Frequent tendency
D) Extreme average Answer: A
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
10) Which of the following is NOT one of the measures of central tendency?
A) Mean
B) Variance
C) Mode
D) Median Answer: B
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
11) Which of the following is a descriptive analysis measure defined as that value in a string of numbers that occurs most often?
A) Variable
B) Mean
C) Mode
D) Median Answer: C
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) When a researcher creates the raw percentages, then computes cumulative percentages and, by inspecting these, finds where the 50-50 break occurs, they are using which type of descriptive analysis?
A) Mode
B) Variance
C) Mean
D) Median Answer: D
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) Which of the following is NOT one of the measures of variability with each measure providing its own unique version of information that helps to describe the diversity of responses?
A) Frequency distribution
B) Mode
C) Range
D) Standard deviation Answer: B
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) ________ 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) ________ 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) Which of the following 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: 12:3: When to use a particular descriptive analysis measure
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) Which of the following descriptive statistic would a researcher likely use when asking a respondent to rank a number of 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: 12:3: When to use a particular descriptive analysis measure
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
20) 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: 12:3: When to use a particular descriptive analysis measure
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
21) Which of the following 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: 12:3: When to use a particular descriptive analysis measure
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
22) The scaling assumptions underlying a question determine which ________ measure is appropriate.
A) inference
B) descriptive C) difference
D) association Answer: B
LO: 12:4: How to perform descriptive analyses with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) 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 with a nominal scale.
A) mean
B) median
C) mode
D) variable
Answer: C
LO: 12:4: How to perform descriptive analyses with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) Always remember when using SPSS DESCRIPTIVES the data being analyzed should be ________.
A) interval scaled
B) median and mode
C) mode and ratio
D) interval or ratio scaled
Answer: D
LO: 12:4: How to perform descriptive analyses with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
25) The most useful tables are ones where a quick inspection will ________ of the findings when presenting summarizations of data.
A) reveal the basic pattern or patterns or the essence
B) reveal obvious outliers
C) reveal the complex patterns
D) reveal the need for more inspection
Answer: A
LO: 12:5: How to report descriptive statistics to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) Which of the following is NOT one of the guidelines used to ensure that the table strongly implies that it is credible?
A) Use one decimal place unless convention demands otherwise.
B) Always use two-three colors in each table.
C) With scales, include a table footnote that describes the scale.
D) Use a professional conservative format
Answer: B
LO: 12:5: How to report descriptive statistics to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
27) Nominal data are summarized with the following descriptive measures EXCEPT ________.
A) percents
B) frequencies
C) variables
D) frequency distribution
Answer: C
LO: 12:5: How to report descriptive statistics to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) ________ are values computed from information provided by a sample.
A) Parameters
B) Errors
C) Variabilities
D) Statistics
Answer: D
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
29) 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: 12:6: The difference between sample statistics and population parameters
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
30) ________ 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: 12:6: The difference between sample statistics and population parameters
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
31) Statistical inference takes into account 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 are small ones
D) two large random samples are more accurate than a single small one
Answer: C
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) Which of the following is used to approximate the population value through the use of confidence intervals?
A) Population estimates
B) Statistical estimates
C) Survey estimates
D) Parameter estimates
Answer: D
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) ________ 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: 12:6: The difference between sample statistics and population parameters
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following is NOT one of the three values used in parameter estimation?
A) The sample statistic
B) The desired population
C) The standard error of the statistic
D) The desired level of confidence
Answer: B
LO: 12:7: How to estimate the population percentage or mean with a confidence interval
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) 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: 12:7: How to estimate the population percentage or mean with a confidence interval
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) 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: 12:7: How to estimate the population percentage or mean with a confidence interval
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
37) ________ 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: 12:7: How to estimate the population percentage or mean with a confidence interval
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
38) The ________ are the two options researchers have when it comes to reporting confidence intervals to clients or readers of their marketing research reports.
A) general case approach and the findings-specific confidence intervals approach
B) data analytics case approach and the general case approach
C) hypothesis approach and the findings-specific approach
D) general case approach and global findings confidence intervals approach
Answer: A
LO: 12:9: How to communicate confidence intervals insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) 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: 12:10: What hypothesis tests are and how to perform them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
40) ________ 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: 12:10: What hypothesis tests are and how to perform them
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
41) 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: 12:10: What hypothesis tests are and how to perform them
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
42) 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: 12:10: What hypothesis tests are and how to perform them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
43) 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: 12:10: What hypothesis tests are and how to perform them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) To ensure that sample information is more accurate than a hypothesis, a researcher must make sure that the sampling procedure ________.
A) adheres strictly to probability sampling requirements
B) adheres strictly to quality requirements and assures representativeness
C) adheres strictly to survey instrument requirements and assures representativeness
D) adheres strictly to probability sampling requirements and assures representativeness
Answer: D
LO: 12:10: What hypothesis tests are and how to perform them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) Which of the following does NOT represent one of the guidelines in the presentation of hypothesis tests?
A) Prepare hypothesis test results in both print and slide formats.
B) State the hypothesis.
C) Perform appropriate hypothesis test computations.
D) Determine if the hypothesis is supported or not supported by comparing the computed level of confidence
Answer: A
LO: 12:11: How to communicate hypothesis tests insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
46) Which of the following types of hypotheses are sometimes encountered by researchers and compels he or she to perform the appropriate hypothesis test and interpret the findings?
A) Implicit
B) Explicit
C) Concurrent
D) Exclusive hypotheses
Answer: B
LO: 12:11: How to communicate hypothesis tests insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
47) Data coding distills the dataset while retaining enough information so the client can mentally envision its salient characteristics.
Answer: FALSE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) The five basic types of statistical analysis techniques are progressively more complex and can be used to convert raw data into increasingly more useful information as they increase in complexity.
Answer: TRUE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
49) Descriptive measures are typically used later in the analysis process and become foundations for subsequent studies.
Answer: FALSE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) Inferential statistics include hypothesis testing and estimating approximate population values using confidence intervals.
Answer: TRUE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) Important market segmentation information may come from difference analyses.
Answer: TRUE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) The researcher uses difference analysis to determine the degree to which real but generalized similarities exist in the population in order to help managers make informed decisions.
Answer: TRUE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) Association analysis determines the strength and, but not direction of, relationships between two or more variables (questions in the survey).
Answer: FALSE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) Regression analysis is the method of choice used by the marketing researcher to understand complex relationship connections.
Answer: TRUE
LO: 12:1: What the different types of statistical analyses used in marketing research are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
56) With a set of numbers, the mode is that number appearing most often.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
57) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) Measures of variability describe how similar (or dissimilar) respondents or responses are to (or from) "typical" respondents or responses.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) Frequencies themselves are not raw counts, and normally these converted into percentages for ease of comparison.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
61) A frequency distribution is an accounting of the non-occurrences of values in a set, quickly communicates all the different values in the set, and expresses how dissimilar the values are.
Answer: FALSE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) The range provides the same amount of information supplied by a frequency distribution.
Answer: FALSE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) The range does not tell how often the maximum and minimum occurred, but it does provide some information on the dispersion by indicating how far apart the extremes are found.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) Researchers often rely on the standard deviation when performing basic analyses, and usually report it in their tables.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) The standard deviation embodies the properties of a bell-shaped distribution of values.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
66) All measures of variability are concerned with depicting the "typical" difference between the values in a set of values.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
67) The squaring operation in the standard deviation formula is used to avoid the cancellation effect.
Answer: TRUE
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
68) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) Statistical measures that communicate the most information should be used with scales that contain the most information.
Answer: TRUE
LO: 12:3: When to use a particular descriptive analysis measure
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
70) A frequency distribution and mode are inappropriate for nominal scales.
Answer: FALSE
LO: 12:4: How to perform descriptive analyses with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
71) Computer statistical programs cannot distinguish the level of measurement of various questions. However, it is not necessary for the analyst to discern the level of measurement and to select the correct procedure(s).
Answer: FALSE
LO: 12:4: How to perform descriptive analyses with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
72) It is the researcher's responsibility to build tables or other presentation methods, such as graphs, to efficiently and effectively communicate the basic findings.
Answer: TRUE
LO: 12:5: How to report descriptive statistics to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
73) Scale variables are summarized with the following descriptive measures: average, median, mode, standard deviation, minimum, and maximum.
Answer: TRUE
LO: 12:5: How to report descriptive statistics to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Researchers usually work with variables or questions in the survey that are normally nonrelated either by the research objectives or logically.
Answer: FALSE
LO: 12:5: How to report descriptive statistics to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
75) Whenever a probability sample is drawn from a population, it is not enough to simply report the sample's descriptive statistics, for these measures contain a certain degree of error due to the sampling process.
Answer: TRUE
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
76) Parameters are population values; statistics are corresponding sample values.
Answer: TRUE
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) Statistical inference is based on sample size and variability, which still does not determine the amount of sampling error.
Answer: FALSE
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) Two types of statistical inference are parameter estimation and hypothesis tests.
Answer: TRUE
LO: 12:6: The difference between sample statistics and population parameters
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
79) 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: 12:7: How to estimate the population percentage or mean with a confidence interval Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
80) In population estimation, the sample statistic is usually a mean or a percentage.
Answer: FALSE
LO: 12:7: How to estimate the population percentage or mean with a confidence interval Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
81) Marketing researchers rely only on the 99%, 95%, or 90% levels of confidence, which correspond to ±2.58, ±1.96, and ±1.64 standard errors, respectively.
Answer: TRUE
LO: 12:7: How to estimate the population percentage or mean with a confidence interval Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
82) 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: 12:7: How to estimate the population percentage or mean with a confidence interval
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Statistical inference procedures are the direct linkages between probability sample design and data analysis.
Answer: FALSE
LO: 12:7: How to estimate the population percentage or mean with a confidence interval Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
84) Detailed confidence intervals are typically reported.
Answer: FALSE
LO: 12:9: How to communicate confidence intervals insights to clients Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
85) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
86) The General Case Approach is universally the industry standard for presentation of confidence levels and used with almost all online panel research.
Answer: FALSE
LO: 12:9: How to communicate confidence intervals insights to clients
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) To use the Findings-Specific Approach, the researcher must think about the following: "Are there findings that require more than the general case of reporting sample error?"
Answer: TRUE
LO: 12:9: How to communicate confidence intervals insights to clients
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
88) A hypothesis test is a statistical procedure used to "accept" or "reject" the hypothesis based on sample evidence.
Answer: TRUE
LO: 12:10: What hypothesis tests are and how to perform them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
89) The hypothesized population parameter value can be determined using a percentage, mean, or a median.
Answer: FALSE
LO: 12:10: What hypothesis tests are and how to perform them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
90) The crux of statistical hypothesis testing is the hypothesized population parameter.
Answer: FALSE
LO: 12:10: What hypothesis tests are and how to perform them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
91) Sample information is invariably more accurate than a hypothesis. However, the sampling procedure must adhere strictly to nonprobability sampling requirements.
Answer: FALSE
LO: 12:10: What hypothesis tests are and how to perform them
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) There are four steps or guidelines for presentation of hypothesis tests which are followed for each implicitly stated hypothesis.
Answer: FALSE
LO: 12:11: How to communicate hypothesis tests insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) There are five basic types of statistical analyses that can be used by marketing researchers to reduce a dataset: descriptive analysis, inference analysis, difference analysis, association analysis, and relationships analysis. Under which circumstances is each type used?
Answer: Answers should incorporate or paraphrase the following definitions and use cases: Descriptive analysis is used to describe the variables (question responses) in a dataset (all respondents' answers). Inference analysis is used to generate conclusions about the population's characteristics based on the sample data. Difference analysis is used to compare the mean of the responses of one group to that of another group, such as satisfaction ratings for "heavy" users versus "light" users. Association analysis determines the strength and direction of relationships between two or more variables (questions in the survey). Relationships analysis allows insights into multiple relationships among variables.
LO: 12:1: What the different types of statistical analyses used in marketing research are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) 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: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) There are several tools in descriptive analysis available to the researcher to summarize the data obtained from a sample of respondents. How is descriptive analysis performed?
Answer: Students should answer that descriptive analysis is performed with measures of central tendency such as the mean, mode, or median, each of which portrays the typical respondent or the typical answer to the question being analyzed.
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
96) 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 bellshaped distribution of values.
LO: 12:2: What descriptive analysis is and how to do it
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) 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: 12:6: The difference between sample statistics and population parameters
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) 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: 12:7: How to estimate the population percentage or mean with a confidence interval
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
99) 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 the far the most popular approach. Students should note that when deciding whether or not 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 he or she believes absolutely require the reporting of findings-specific confidence intervals.
LO: 12:9: How to communicate confidence intervals insights to clients
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: 12:10: What hypothesis tests are and how to perform them
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 13 Implementing Basic Differences Tests
1) One commonly used basis for market segmentation is the discovery of all of the following differences EXCEPT ________.
A) economically viable
B) statistically significant
C) meaningful
D) stable
Answer: A
LO: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
2) Which of the following are those a marketing manager can potentially use as a basis for marketing decisions?
A) Marginal differences and stable
B) Meaningful differences and statistically significant
C) Suspected differences and economically viable
D) Significant differences and meaningful
Answer: B
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) Which of the following represents the underpinning of marketing research?
A) Meaningful differences
B) Meaningful significance
C) Statistical significance
D) Actionable
Answer: C
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) Differences must at minimum be ________ in order to be potentially useful for a marketing manager.
A) at a ratio of 2 to 1
B) statistically significant
C) new and not part of existing knowledge
D) at a ratio of 10 to 1
Answer: B
LO: 13:1: 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 _______.
A) significant difference
B) market difference
C) meaningful difference
D) actionable difference
Answer: C
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) ________ 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) A measurable difference
B) A statistically significant difference
C) A meaningful difference
D) An actionable difference
Answer: D
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) Which of the following is NOT a component on which fundamental differences are based?
A) Implied significance
B) Statistical significance
C) Meaningfulness
D) Stability assessments
Answer: A
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
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: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
9) Which of the following 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?
A) Market targeting
B) Market research
C) Market planning
D) Market segmentation
Answer: D
LO: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) Meaningfulness, stability, and actionability are NOT statistical issues but ________.
A) marketing manager judgment calls
B) subject to market research validation
C) market target issues
D) market differentiation issues
Answer: A
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
11) 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: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) When the sample size is 30 or greater it requires the use of a ________.
A) p test
B) n test
C) z test
D) t test
Answer: C
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
13) 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: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
14) Which of the following means that at least one pair of means has a statistically significant difference?
A) Green light procedures
B) Red light procedures
C) Yellow light procedures
D) Purple light procedures.
Answer: A
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
15) Almost every statistical test or procedure involves the computation of some critical statistic. The resulting statistic is used to determine the ________.
A) measurable significance of the findings
B) statistical significance of the findings
C) actionable significance of the findings
D) meaningful significance of the findings
Answer: B
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) A(n) ________ variable requires that the researcher compare percentages.
A) ordinal
B) scale
C) nominal
D) dependent
Answer: C
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
17) A(n) ________ variable requires comparing means.
A) ordinal
B) scale
C) nominal
D) dependent
Answer: B
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) When a marketing researcher is interested in making comparisons between two groups of respondents to determine whether or not there are statistically significant differences between them, in concept, the researcher is considering them as ________.
A) two potentially similar populations
B) two potentially different populations
C) two potentially different markets
D) two identical populations
Answer: B
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
20) 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) Which the following is used to demonstrate that there is a true difference between two groups' population parameters?
A) Causal hypothesis
B) Null hypothesis
C) Alternative hypothesis
D) Null alternative hypothesis
Answer: C
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
22) 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) Subtracts the two percentages
B) Adds the two medians of the percentages
C) Divides each of the two percentages
D) A comparison of the two percentages
Answer: D
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
23) What is the SECOND required step when a researcher wants to perform the test of significance of differences between two percentages, each representing a separate group (sample)?
A) The difference is translated into a number of standard errors away from the hypothesized value of zero.
B) The difference is translated into a number of standard errors closest to the hypothesized value of zero.
C) The percentage is translated into a number of standard errors away from the hypothesized value of zero.
D) The percentage is translated into a number of standard errors closest to the hypothesized value of zero.
Answer: A
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
24) 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
25) 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) similar to
Answer: C
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) 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 percent chance of not being different
D) are statistically different
Answer: B
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
27) Which of the following describes the assumption of equal variances between two samples for differences testing?
A) The Test of Variances
B) Levene's Test for Equality of Variances
C) Levene's Test for Heterogeneity
D) The Staniklos-Shockley Test of Equal Common Variance
Answer: B
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) ________ 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 variances
Answer: D
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
30) ANOVA is a ________ procedure that signals when at least one pair of means is significantly different.
A) red light
B) green light
C) yellow light
D) purple light
Answer: B
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
31) Running ________ of the significance of the difference between means is much less advantageous than using ANOVA.
A) multiple n tests
B) multiple z tests
C) multiple t tests
D) multiple p tests
Answer: C
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
33) ANOVA ________ so the significant differences can be located and interpreted easily.
A) arranges the means
B) arranges the medians
C) arranges the mode
D) arranges insignificant data
Answer: A
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following describes options available to determine where the pair(s) of statistically significant differences between the means exist(s)?
A) Ad hoc tests
B) Hypotheses tests
C) Post hypothesis tests
D) Post hoc tests
Answer: D
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) A 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
37) What will the researcher inspect for differences if the Sig. value is greater than .05?
A) The mode
B) The median
C) The means
D) The percentages
Answer: C
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
38) The researcher can use ________ to identify the pair or pairs of groups where the means are significantly different if the Sig. value is .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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
39) In which situation 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
40) ________ 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
41) Significant differences in market segmentation may ________.
A) result in sales strategy changes
B) enable global market entry
C) change marketing mix components
D) represent important market segmentation implications
Answer: D
LO: 13:5: How to communicate group differences test insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
42) The public reporting of findings has ________ for the marketing researcher, as he or she 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: 13:5: How to communicate group differences test insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
43) ________ are the beginning point for market segmentation and savvy target marketing.
A) Statistically significant differences
B) Multiple research studies, not just a single study,
C) Carefully conducted consumer studies over time
D) Internal corporate factors
Answer: A
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) 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: 13:6: How to test for differences between two means within the same sample (paired sample differences)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
45) 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: 13:6: How to test for differences between two means within the same sample (paired sample differences)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
46) A ________ is usually constructed by marketing researchers that summarizes the significant differences in an efficient manner when reporting group differences.
A) comparison of means tables
B) comparison of significant findings
C) comparison table
D) group comparison figure
Answer: D
LO: 13:6: How to test for differences between two means within the same sample (paired sample differences)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
47) Market differentiation holds that different types of consumers have different requirements, and these differences can be the bases of marketing strategies.
Answer: FALSE
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) Differences are important and one of the most useful marketing management concepts are positioning and pricing.
Answer: FALSE
LO: 13:1: Why differences are important Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) There is a clear-cut need to investigate differences among consumer groups for consumer marketers, as well as business-to-business entities.
Answer: TRUE
LO: 13:1: Why differences are important Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
50) One commonly used basis for market segmentation is the discovery of (1) statistically significant, (2) meaningful, (3) stable, and (4) actionable differences.
Answer: TRUE
LO: 13:1: Why differences are important Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) Market differentiation is based on differences between groups of consumers and businesses. Answer: TRUE
LO: 13:1: Why differences are important Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) To be potentially useful to the marketing researcher or manager, differences do not have to be statistically significant.
Answer: FALSE
LO: 13:1: Why differences are important Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) The differences that are apparent between and among market segments must be subjected to tests that assess the statistical significance of those differences.
Answer: TRUE
LO: 13:1: Why differences are important Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) A finding of statistical significance guarantees "meaningful" difference.
Answer: FALSE
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) To be useful to the marketing researcher or manager, differences must, if statistically significant, be measurable and actionable.
Answer: FALSE
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) With the proliferation of data mining analysis, there is a very real danger of finding a great deal of statistical significance that is not meaningful.
Answer: TRUE
LO: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) A meaningful difference is one that the marketing manager can potentially use as a basis for marketing decisions.
Answer: TRUE
LO: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) If differences are statistically significant and meaningful, they should also be stable or in place for the foreseeable future.
Answer: TRUE
LO: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) 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: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) Statistical significance, meaningfulness, stability, and actionability are statistical issues and within the purview of a marketing manager.
Answer: TRUE
LO: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
61) 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.
Answer: TRUE
LO: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) 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: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
63) The computation of the z value makes the assumption that the raw data for most statistics under scrutiny do not have normal or bell-shaped distributions.
Answer: FALSE
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) With SPSS, the analyses of differences are referred to as t tests.
Answer: TRUE
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) SPSS will always determine the correct significance level whether it is a t or a z, you do not need to worry about which statistic to use.
Answer: TRUE
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
66) The t test is defined as the statistical inference test to be used with small samples sizes (30 observations or fewer).
Answer: TRUE
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
67) The sample size of 30 or greater requires the use of a z test.
Answer: TRUE
LO: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
68) 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: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
69) Statistical tests are used when a researcher wants to compare the percentages or means of two different groups or samples.
Answer: TRUE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
70) Independent samples are treated as representing two potentially similar populations.
Answer: FALSE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
72) With a differences test, the null hypothesis states there are significant differences between the percentages (or means) being compared.
Answer: FALSE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
73) With a differences test, the researcher tests the null hypothesis that no differences exist between the two group means (or percentages).
Answer: TRUE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) The first step in determining differences between percentages with two groups requires that this difference be translated into a standard error away from the hypothesized value of zero.
Answer: FALSE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
75) 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
76) If the null hypothesis is true, when you subtract one group mean from the other, the result should be zero or a negative number.
Answer: FALSE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) With two groups, it is simple to apply the formulas to percentages to determine the significance of their differences; all that is needed is the sample size of each group.
Answer: TRUE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
78) 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.
Answer: TRUE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
79) The procedure for testing significance of difference between two means from two different groups is identical to that used in testing two percentages. However, the equations differ because a nominal variable is involved.
Answer: FALSE
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
80) ANOVA is used when comparing the means of one to two groups.
Answer: FALSE
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
81) In using analysis of variance, there is a desire on the part of a 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
82) The end result of analysis of variance is an indication to the marketing researcher as to whether a significant difference at some chosen level of statistical significance exists between at least two group means.
Answer: TRUE
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
83) ANOVA will signal when at least one pair of means has a statistically significant difference.
Answer: TRUE
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) The Sig. value in the ANOVA table indicates the level of significance.
Answer: TRUE
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
85) Post hoc tests determine precisely which but not how many statistically significant differences actually exist.
Answer: FALSE
LO: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
87) Finding significant differences is exciting to marketing researchers because it means that the researcher will have something that is potentially very useful to report to the client.
Answer: TRUE
LO: 13:5: How to communicate group differences test insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
88) In presenting results to clients, market researchers have the obligation and have the ethical responsibility to report both good and bad news.
Answer: TRUE
LO: 13:5: How to communicate group differences test insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
89) In the bowels of a detailed marketing research report, differences may not be obvious to the client, and some researchers may not carefully highlight them.
Answer: TRUE
LO: 13:5: How to communicate group differences test insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
90) A paired samples test for the difference between two means can be used for segmentation purposes.
Answer: FALSE
LO: 13:6: How to test for differences between two means within the same sample (paired sample differences)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
91) Researchers can test the significance of the difference between two means for two different questions answered by the same respondents using the same scale.
Answer: TRUE
LO: 13:6: How to test for differences between two means within the same sample (paired sample differences)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) When the researcher is reporting differences found from ANOVA, data visualization becomes more challenging, as there can be overlap of non-significant differences and significant differences.
Answer: TRUE
LO: 13:6: How to test for differences between two means within the same sample (paired sample differences)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
93) 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 marketing 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: 13:1: Why differences are important
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) 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: 13:1: Why differences are important
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) 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 similar to 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: 13:2: How SPSS eliminates the worry of small samples
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
96) How does a marketing researcher handle making comparisons between two groups of respondents to determine whether or not 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 their 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 a number of 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
97) How does a researcher use SPSS for differences between percentages of two groups?
Answer: Comments should note that SPSS does not perform tests of the significance of the difference between the percentages of two groups (like most statistical analysis programs). Answers should add that while SPSS does not perform tests of the significance of the difference between the percentages of two groups, a researcher can use SPSS to generate the relevant information and perform a hand calculation.
LO: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) 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: 13:3: How to test for significant differences between two groups (percentages and averages)
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
99) 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 their failure to be equal. At minimum, answers should state that markets are often comprised of a number of 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 end result of analysis of variance is an indication to the marketing 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 he or she needs 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
100) 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 provide assistance? 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: 13:4: Analysis of variance: testing for significant differences in means among more than two groups
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 14 Making Use of Associations Tests
1) Which of the following analyses determines whether a stable relationship exists between two variables?
A) Associative
B) Analysis of variance
C) Regression
D) Predictive
Answer: A
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
2) Even though they are NOT cause-and-effect relationships, which of the following often provide researchers with insights that lead to understanding?
A) Non-statistical relationships
B) Statistical linkages or relationships
C) Strategic relationships
D) Relational databases
Answer: B
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) ________ are useful because they determine if there is a consistent and systematic relationship between the presence (label) or amount (level) of one variable and the presence (label) or amount (level) of another variable.
A) Systematic analysis processes
B) Strategic relationship models
C) Associative analysis procedures
D) Relational databases
Answer: C
LO: 14:1: 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: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) A ________ relationship describes the situation in which knowledge of the amount of one variable will automatically yield knowledge of the amount of the other variable as a consequence.
A) linear
B) monotonic
C) curvilinear
D) nonmonotonic
Answer: A
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
6) A ________ relationship is a situation in which one variable is associated with another variable, but in this case the relationship is described by a curve rather than a straight line.
A) linear
B) curvilinear
C) semi-curvilinear
D) monotonic
Answer: B
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
7) A researcher can assign a general direction to the association between two variables in a ______ relationship.
A) linear
B) curvilinear
C) monotonic
D) nonmonotonic
Answer: C
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
8) Which of the following relationships is one in which the presence (or absence) of a label for one variable is systematically associated with the presence (or absence) of a label for another variable?
A) Non-linear
B) Non-curvilinear relationship
C) Non-elliptical relationship
D) Nonmonotonic relationship
Answer: D
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Depending on its type, a relationship can usually be characterized by all of the following EXCEPT its ________.
A) pattern
B) presence.
C) absence.
D) strength of association.
Answer: C
LO: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
10) ________ is finding that a systematic association exists between the two variables of interest in the population and is a statistical issue.
A) Absence
B) Presence
C) Direction
D) Strength of association
Answer: B
LO: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) Associations may be described with regard to direction in which of the following cases?
A) Nonmonotonic and linear relationships
B) Nonmonotonic and curvilinear relationships
C) Monotonic and linear relationships
D) Elliptical and curvilinear relationships
Answer: C
LO: 14:2: How relationships between two variables may be characterized
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
12) Which of the following means the researcher knows if the relationship between variables is positive or negative?
A) Significance
B) General
C) Pattern
D) Direction
Answer: D
LO: 14:2: How relationships between two variables may be characterized
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
13) When a researcher refers to ________, it means they know the general nature of the relationship.
A) pattern
B) essential
C) specificity
D) direction
Answer: A
LO: 14:2: How relationships between two variables may be characterized Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) Which of the following are those in which there is a high probability that the two variables will exhibit a dependable relationship, regardless of the type of relationship being analyzed?
A) High correlations
B) Strong associations
C) High variabilities
D) High dependencies
Answer: B
LO: 14:2: How relationships between two variables may be characterized
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) A ________ is a relationship which is described as one in which there is a low probability two variables will exhibit a dependable relationship.
A) High degree of association.
B) Strong association.
C) Low degree of association.
D) Weak probability.
Answer: C
LO: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) Based on which of the following would a researcher first determine the type of relationship, and then perform the appropriate statistical test?
A) Sample size
B) Type of software analysis
C) Research requirement
D) Scaling assumptions
Answer: D
LO: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) When a researcher determines a true relationship exists in the population by means of the correct statistical test, he or she then establishes its ________.
A) direction or pattern
B) pattern and specificity
C) significance or pattern
D) direction or significance
Answer: A
LO: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) ______ _ is an index number, constrained to fall between -1.0 and +1.0, that communicates both the strength and the direction of a linear relationship between two scale variables.
A) Standard deviation
B) Correlation coefficient
C) Covariant
D) Standard error
Answer: B
LO: 14:3: What correlation coefficients and covariation are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) ________ 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: 14:3: What correlation coefficients and covariation are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
20) 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: 14:3: What correlation coefficients and covariation are
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
21) Generally, ________ correlation coefficients are those that fall between the absolute values of 1.00 and .81.
A) very strong
B) somewhat strong
C) very weak
D) somewhat weak
Answer: A
LO: 14:3: What correlation coefficients and covariation are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Correlations falling between the absolute values of _______ generally indicate a "strong" association.
A) 1.00 and .81
B) .80 and .61
C) .60 and .41
D) .21 and .40
Answer: B
LO: 14:3: What correlation coefficients and covariation are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) Any correlation falling between the absolute value range of ________ is usually considered indicative of a "weak" association between the variables.
A) .80 and .61
B) 1.00 and .81
C) .21 and .40
D) .60 and .41
Answer: C
LO: 14:3: What correlation coefficients and covariation are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) Why is any correlation that is ≤ the absolute value of .20 typically uninteresting to marketing researchers?
A) Because 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: 14:3: What correlation coefficients and covariation are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) If a researcher found a significant correlation of .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: 14:3: What correlation coefficients and covariation are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
26) 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: 14:3: What correlation coefficients and covariation are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) A ________ is the correlation coefficient that measures the linear relationship between two interval- and/or ratio-scaled variables (scale variables) such as those depicted conceptually by scatter diagrams.
A) Kendall rank correlation
B) Spearman correlation
C) Pearson product moment correlation
D) Rank-Biserial correlation
Answer: C
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
28) ________ 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: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) Which of the following indicates not only the degree of association but the direction as well?
A) Pearson product moment correlation
B) Kendall rank correlation
C) Spearman correlation
D) Rank-Biserial correlation
Answer: A
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) Losing sight of this 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) Taking time to organize a visually cogent presentation
B) Taking time to see if a significant correlation exists before reporting it
C) Taking enough time to learn the datalytics and visualization
D) Taking enough time to see if research results correlate with research objectives
Answer: B
LO: 14:5: How to communicate correlation findings insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) ________ are used to determine whether a nonmonotonic relationship exists between two nominal-scaled variables.
A) Tabulation analysis and t tests
B) Cross-tabulation and t tests
C) Cross-tabulation and Chi-square tests
D) Tabulation analysis and chi-square tests
Answer: C
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) Which of the following contains the raw numbers determined from the preliminary tabulation?
A) Cumulative standardized normal distribution table
B) t distribution table
C) Binominal distribution table
D) Frequencies table
Answer: D
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
33) 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: 14:6: What cross-tabulations are and how to compute them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
34) The ________ is a type of analysis that includes 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) two independent samples test
B) Chi-square test
C) Wilcoxon-Mann-Whitney test
D) analysis of variables (ANOVA)
Answer: B
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
35) Which of the following are the actual cell counts in the cross-tabulation table?
A) Calculated frequencies
B) Non-observed frequencies
C) Observed frequencies
D) Estimated frequencies
Answer: C
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
36) ________frequencies are the actual cell counts in the cross-tabulation table.
A) Calculated
B) Non-observed
C) Estimated
D) Observed
Answer: D
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) The ________ is the degree to which the observed frequencies depart from the expected frequencies is expressed in a single number.
A) Chi-square test statistic
B) t-test statistic
C) z-test statistic
D) analysis of variable statistic
Answer: A
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
38) In which of the following circumstances does the Chi-square distribution's shape change?
A) It changes depending on the number of rows.
B) It changes depending on the degrees of freedom.
C) It changes depending on the number in the sample.
D) It changes depending on the number of restricted degrees.
Answer: B
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) If a Chi-square analysis yielded a .02 significance level for the null hypothesis, the researcher would conclude that only 2% of the time would he or she 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: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
40) 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: 14:8: How a Chi-square Test of Proportions can be a useful variation of the use of crosstabulation analysis
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
41) A handy graphical tool that illustrates a nonmonotonic relationship is a ________ in which two variables are accommodated simultaneously.
A) stacked bar chart
B) horizontal bar chart
C) grouped bar chart
D) pie chart
Answer: A
LO: 14:8: How a Chi-square Test of Proportions can be a useful variation of the use of crosstabulation analysis
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
42) 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: 14:6: What cross-tabulations are and how to compute them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) You 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: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
44) A researcher may consider running a scatter plot when he or she ________ but still believes some relationship exists between two variables.
A) finds an indication that there is an association
B) cannot calculate a significant association
C) does not find a significant or strong correlation
D) cannot justify more expensive research to find a significant correlation
Answer: C
LO: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
45) Which of the following allows a researcher to visually inspect the plotted points and possibly to spot a systematic nonlinear relationship?
A) Line graph
B) Stacked bar chart
C) Multiple line graph
D) Scatter plot
Answer: D
LO: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
46) Correlation will not detect ________ between variables.
A) nonlinear relationships
B) linear relationships
C) significant relationships between variables
D) parallel significance
Answer: A
LO: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
47) Associative analyses cannot determine whether stable relationships exist between two variables.
Answer: FALSE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) A relationship is a consistent and systematic linkage between the levels or labels for two variables.
Answer: TRUE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) There are four basic types of relationships between two variables: linear, curvilinear, monotonic, and nonmonotonic.
Answer: TRUE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) In a nonmonotonic relationship, knowledge of the amount of one variable will automatically yield knowledge of the amount of the other variable as a consequence of applying the linear or straight-line formula that is known to exist between them.
Answer: FALSE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) A curvilinear relationship means some smooth curve pattern describes the association.
Answer: TRUE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) A nonmonotonic relationship means the researcher knows the general direction (increasing or decreasing) of the relationship between two variables.
Answer: FALSE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
53) A monotonic relationship means you know the general direction (increasing or decreasing) of the relationship between two variables.
Answer: TRUE
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) 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: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) With associative analysis, the null hypothesis states there is an association (relationship) present in the population and the appropriate statistical test is applied to test this hypothesis.
Answer: FALSE
LO: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
56) Strong associations are those in which there is a high probability that the two variables will exhibit dependable relationships, regardless of the type of relationship being analyzed.
Answer: TRUE
LO: 14:2: How relationships between two variables may be characterized Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
57) There is an orderly procedure for determining the presence, direction, and strength of a relationship.
Answer: TRUE
LO: 14:2: How relationships between two variables may be characterized Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) 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: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
59) The greater the absolute size of the correlation coefficient, the greater is the covariation between the two variables, or the stronger is their relationship.
Answer: TRUE
LO: 14:3: What correlation coefficients and covariation are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) A correlational survey was repeated many, many times and computed the average for a correlation that was not significant across all of these surveys. Even though repeated many times, the repetitive effort would never be significant.
Answer: TRUE
LO: 14:3: What correlation coefficients and covariation are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
61) Any correlation that is equal to or less than the absolute value of .20 is typically uninteresting to marketing researchers because it rarely identifies a meaningful association between two variables.
Answer: TRUE
LO: 14:3: What correlation coefficients and covariation are Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
62) Rules-of-thumb exist concerning the strength of a correlation based on its absolute size. Answer: TRUE
LO: 14:3: What correlation coefficients and covariation are Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
63) The correlation for a ball-shaped scatter diagram is zero because there is no discernable linear relationship.
Answer: TRUE
LO: 14:3: What correlation coefficients and covariation are Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) 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: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
65) 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: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
66) Pearson product moment correlation and other linear association correlation coefficients indicate only the degree of association but not the direction as well.
Answer: FALSE
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
67) In using the Pearson product moment correlation, negative correlation coefficients reveal that the relationship is opposite: As one variable increases, the other variable increases.
Answer: FALSE
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
68) In using the Pearson product moment correlation, positive correlation coefficients reveal that the relationship is increasing: Larger quantities of one variable are associated with larger quantities of another variable
Answer: TRUE
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
69) It is important to note that the angle or the slope of an ellipse has nothing to do with the size of the correlation coefficient.
Answer: TRUE
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
70) With correlation analysis, each correlation will have a unique significance level.
Answer: TRUE
LO: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
71) The researcher has no obligation to test to determine that a significant correlation has been found before reporting it.
Answer: FALSE
LO: 14:5: How to communicate correlation findings insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
72) There is no marketing research industry standard on how to report statistically significant correlations to clients.
Answer: TRUE
LO: 14:5: How to communicate correlation findings insights to clients Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
73) Within the guidelines on the reporting of correlation findings, marketing researchers don't necessarily have a "target" or a "focal" variable in mind.
Answer: FALSE
LO: 14:5: How to communicate correlation findings insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Cross-tabulation can only be used for two variables; each variable must have well-defined labels.
Answer: FALSE
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
75) A cross-tabulation table is sometimes referred to as a "c × c" (c-by-c) table.
Answer: FALSE
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
76) The frequencies table (often referred to as the observed frequencies table) contains calculated numbers determined from the completed tabulation.
Answer: FALSE
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
77) A cross-classification table can have five types of numbers in each cell: frequency, raw percentage, calculated percentage, column percentage, and row percentage.
Answer: FALSE
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
78) The column percentages table divides the raw frequencies by the total cell frequencies.
Answer: FALSE
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
79) Raw percentages are cell frequencies divided by the grand total. Answer: TRUE
LO: 14:6: What cross-tabulations are and how to compute them
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
80) Chi-square analysis assesses the statistical significance of nonmonotonic associations in cross-tabulation tables.
Answer: TRUE
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) 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: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
82) When dealing with Chi-square, it is not necessary for the researcher to state a hypothesis in a formal sense.
Answer: TRUE
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
83) 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: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) The Chi-square test statistic summarizes how far the expected frequencies the observed cell frequencies are.
Answer: TRUE
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
85) The Chi-square distribution is skewed to the left and the rejection region is always at the lefthand tail of the distribution.
Answer: FALSE
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
86) The Chi-square distribution's shape is determined by the number of degrees of constriction.
Answer: TRUE
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
87) A table of Chi-square values contains critical points that determine the break between the acceptance and rejection regions at various levels of significance.
Answer: TRUE
LO: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
88) 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: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
89) To reveal the nonmonotonic relationships found to be significant in cross-tabulation tables, researchers often turn to PowerPoint presentations, as pictures will show the relationships well.
Answer: FALSE
LO: 14:8: How a Chi-square Test of Proportions can be a useful variation of the use of crosstabulation analysis
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
90) Bar charts can be used to "see" a monotonic relationship.
Answer: FALSE
LO: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) A correlation coefficient merely investigates the presence, strength, and direction of a linear relationship between two variables.
Answer: TRUE
LO: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
92) To reveal signification nonmonotonic relationships found in cross-tabulation tables, researchers often turn to data visualization because graphical presentations or infographics are effective in showing the relationships.
Answer: TRUE
LO: 14:9: How to communicate cross- tabulation findings insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
93) 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 four types of possible relationships. Discuss how they are differentiated.
Answer: Discussion should identify the four types of possible relationships as: 1. Linear; 2. Curvilinear; 3. Nonmonotonic; 4. Monotonic. Students should differentiate with content similar to 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, a nonmonotonic relationship indicates that the presence (or absence) of a label for one nominal variable is systematically associated with the presence (or absence) of a label for another nominal variable. Fourth and finally, a monotonic relationship indicates the direction of one variable relative to the direction of the other variable.
LO: 14:1: The types of relationships (or associations) between two variables
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) 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: 14:2: How relationships between two variables may be characterized Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) 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 follow:
Step 1. Choose variables to analyze. (Identify two variables you think 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: 14:2: How relationships between two variables may be characterized
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
96) 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 ±.8 are considered high.
LO: 14:3: What correlation coefficients and covariation are
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) What is the Pearson product moment correlation coefficient? How does the Pearson product moment correlation coefficient indicate not only degree of association but also the 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 ratioscaled 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: 14:4: About the Pearson Product Moment Correlation Coefficient and how to obtain it in with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
98) 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: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) 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: 14:7: Chi-square analysis and how it is used in cross-tabulation analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
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: 14:10: Special considerations when performing association analyses such as correlations and cross-tabulations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 15 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: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) The alternative term for bivariate regression is ________.
A) dual regression
B) simple regression
C) complex regression
D) non-complex regression
Answer: B
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) Which of the following forms the basis of regression analysis?
A) Dual-line equation
B) Regression equation
C) Straight-line equation
D) Variable equation
Answer: C
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) Regression is ________ to correlation by the underlying straight-line relationship, but extends correlation to a considerable degree.
A) indirectly related
B) not related
C) inversely related
D) directly related
Answer: D
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) ________ is the type of analysis for the case in which only two variables are involved in the predictive model.
A) Bivariate regression analysis
B) Multivariate regression analysis
C) Analysis of variables
D) Predictive correlation
Answer: A
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) The ________ is the variable customarily termed y in the regression straight-line equation.
A) null variable
B) dependent variable
C) controlled variable
D) independent variable
Answer: B
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) The ________ variable is customarily termed x in the regression formula.
A) null
B) dependent
C) independent
D) controlled
Answer: C
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) Which of the following is predicted in the regression formula?
A) Null variable
B) Independent variable
C) Controlled variable
D) Dependent variable
Answer: D
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
9) A researcher must work with a number of __ _____ of the various levels of the dependent variable paired with different levels of the independent variable to compute a (intercept) and b (slope).
A) observations
B) large samples
C) small samples
D) survey responses
Answer: A
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
10) Using the ________ criterion is a way of guaranteeing that the straight line that runs through the points on the scatter diagram is positioned so as to minimize the vertical distances away from the line of the various points.
A) maximum squares
B) least squares
C) greatest squares
D) minimum squares
Answer: B
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
11) Using a ________is a satisfactory method for improving a regression analysis.
A) spiral diagram to identify outlier pairs of points
B) pie chart to identify outlier pairs of points
C) scatter diagram to identify outlier pairs of points
D) cluster diagram to identify outlier pairs of points
Answer: C
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
12) Which of the following models identifies independent and dependent variables and shows their expected basic relationships to one another?
A) Specific statistical
B) General statistical
C) Specific conceptual
D) General conceptual Answer: D
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) The researcher and the manager identify, measure, and analyze specific variables that pertain to the ________ model in mind.
A) general conceptual
B) specific conceptual
C) statistical
D) analytical
Answer: A
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
14) Which of the following is an expansion of bivariate regression analysis in that more than one independent variable is used in the regression equation?
A) Analyses of variables
B) Multiple regression analysis
C) Correlation analysis
D) Chi-square analysis
Answer: B
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
15) Researchers work with a ________ rather than a line in multiple regression.
A) scatter plot
B) bivariate plane
C) regression plane
D) elliptical plane
Answer: C
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) Which of the following represents a very powerful tool because it tells us what factors are related to the dependent variable, how each factor influences the dependent variable (the sign), and how much each factor influences it (the size of bi)?
A) Chi-square analysis
B) Analysis of variables
C) Correlation analysis
D) Multiple regression
Answer: D
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
18) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) ________ is the primary term for "coefficient of determination," a handy measure of the strength of the overall linear relationship.
A) Multiple T
B) Multiple L
C) Multiple C
D) Multiple R
Answer: D
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) Which of the following is similar to a lead indicator of the multiple regression analysis findings since it is one of the first pieces of information provided in a multiple regression output?
A) Multiple R
B) Multiple C
C) Multiple L
D) Multiple T
Answer: A
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
21) What do multiple R values indicate?
A) The regression plane does not apply well to the scatter of points.
B) The regression plane applies well to the scatter of points.
C) The regression plane contains multiple errors.
D) The regression analysis should be rerun.
Answer: B
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
24) Researchers keep in mind that the independence assumption stipulates that the independent variables must be ________ before running a multiple regression.
A) statistically independent and uncorrelated with one another
B) statistically dependent and uncorrelated with one another
C) statistically independent and correlated with one another
D) statistically dependent and correlated with one another
Answer: A
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
25) ________ is the term indicating the presence of correlations among the independent variables in multiple regression.
A) Independence assumption
B) Multicollinearity
C) Regression plane
D) Multi-correlation
Answer: B
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
28) The researcher should remove that 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) What does a researcher do with the mixed significance results he or she 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
30) Which of the following enables the marketing 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
31) 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) A screening device
D) "Dummy" dependent variable
Answer: C
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) A marketing researcher may be faced with a large number and variety of prospective independent variables in a general conceptual model, and may use ________ as a way of spotting the salient independent variables for the dependent variable at hand.
A) bivariate regression
B) analysis of variables
C) correlation analysis
D) multiple regression
Answer: D
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
33) There are instances in which a marketing researcher may want to use an independent variable that ________.
A) embodies interval-scaling assumptions
B) does not embody ordinal-scaling assumptions
C) embodies a ratio variable assumption
D) does not embody interval-scaling assumptions
Answer: D
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following describes a method by which the interval-at-minimum scaling assumption requirement of multiple regression may be relaxed?
A) Use of a dummy variable
B) Use of a null variable
C) Use of a substitute variable
D) Use of a dependent variable
Answer: A
LO: 15:3: Special uses of multiple regression, including "dummy" variables, standardized betas, and using multiple regression as a screening device.
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) 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: 15:3: Special uses of multiple regression, including "dummy" variables, standardized betas, and using multiple regression as a screening device.
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
36) 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: 15:3: Special uses of multiple regression, including "dummy" variables, standardized betas, and using multiple regression as a screening device.
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) 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: 15:3: Special uses of multiple regression, including "dummy" variables, standardized betas, and using multiple regression as a screening device.
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
38) 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: 15:3: Special uses of multiple regression, including "dummy" variables, standardized betas, and using multiple regression as a screening device.
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
39) ________ 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: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) There is ________ when using SPSS to run stepwise multiple regression.
A) no need to trim and rerun the regression analysis
B) a need to leave the nonsignificant independence variable and rerun the multiple regression
C) a need to expand the nonsignificant independence variable and rerun the regression
D) no compelling need to examine the mixed significance results
Answer: A
LO: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
41) The statistically significant independent variable that explains the most variance in the dependent variable is determined and entered into the multiple regression equation with ____.
A) standard multiple regression
B) stepwise multiple regression
C) linear regression
D) polynomial regression
Answer: B
LO: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
42) The final output in stepwise multiple regression contains ________.
A) only statistically significant dependent variables
B) only statistically insignificant independent variables
C) only statistically significant independent variables
D) only statistically insignificant dependent variables
Answer: C
LO: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
43) Regression analysis has its origin in ________, which is a measure of the linear association and not the causal relationship between two variables.
A) bivariate analysis
B) analysis of variance
C) multivariate analysis
D) correlation analysis
Answer: D
LO: 15:5: Some warnings regarding the use of multiple regression analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) A regression analysis does NOT permit the marketing researcher to make cause-and-effect statements because ________.
A) other independent variables are not controlled
B) other dependent variables are not controlled
C) other independent variables are controlled
D) other dependent variables are controlled
Answer: A
LO: 15:5: Some warnings regarding the use of multiple regression analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) The objective of a screening mechanism is to identify the relevant or meaningful variables as they relate to some ________ variable of interest.
A) independent
B) dependent
C) co-dependent
D) descriptive
Answer: B
LO: 15:6: How to report multiple regression analysis insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
46) 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: 15:6: How to report multiple regression analysis insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
47) With multivariate regression, one variable is used to predict another variable using the formula for a straight line.
Answer: FALSE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
48) A straight-line relationship underlies regression, and a powerful relationship analysis tool.
Answer: TRUE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Multivariate regression means only two variables are being analyzed, and researchers sometimes refer to this a "simple regression."
Answer: FALSE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) There is no direct cause-and-effect relationship or true dependence between the dependent and independent variables.
Answer: TRUE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
51) In regression analysis, there is no statistical relationship between dependent and independent variables, not causal.
Answer: FALSE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
52) When SPSS or any other statistical analysis program computes the intercept and the slope in a regression analysis, it does so on the basis of the least squares criterion.
Answer: TRUE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) An outlier is a data point that is substantially outside the normal range of the data points being analyzed.
Answer: TRUE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
54) When using a scatter diagram to identify outliers, draw an ellipse that encompasses most of the points that appear to be in an elliptical pattern.
Answer: TRUE
LO: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
55) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
57) A general conceptual model identifies independent and dependent variables and shows their unexpected relationships to one another.
Answer: FALSE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) There is no real underlying general conceptual model in multiple regression analysis.
Answer: FALSE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
59) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) The researcher and the manager identify, measure, and analyze specific variables that pertain to the general conceptual model in mind.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
61) There is a need to perform a great many bivariate regressions, as there are not many better tools.
Answer: FALSE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) The addition of independent variables simplifies the model conceptualization by adding more dimensions or axes to the regression situation.
Answer: FALSE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) Concepts in multiple regression are analogous to those in the simple bivariate case.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
64) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
66) Many researchers mentally convert the multiple R value into a percentage.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
67) The greater the explanatory power of the multiple regression finding, the better and more useful it is for the researcher.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
68) The presence of moderate or stronger correlations among the independent variables is termed multicollinearity and will violate the independence assumption of multiple regression analysis results when it occurs.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
69) The researcher should inspect the VIF number associated with each independent variable that is retained in the final multiple regression equation by the procedure when examining the output of any multiple regression.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
70) With multiple regression, it is necessary to look at the significance level of each calculated beta.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) A trimmed regression means that the researcher eliminates the nonsignificant independent variables and reruns the regression.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
72) During the trimming process, successive iterations sometimes cause the multiple R to change somewhat so it is advisable to scrutinize this value after each run.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
73) Iterations during the trimming process will also cause the beta values and the intercept value to shift slightly; consequently, it is necessary to inspect all significance levels of the betas once again.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Researchers must keep in mind that he or she must run trimmed regressions iteratively until all betas are significant.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
75) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
76) It would be incorrect to compare the beta coefficient for family size to another for money spent per month on personal grooming.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
77) The researcher cannot compare standardized beta coefficients' sizes directly.
Answer: FALSE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) Used as a screening device, multiple regression analysis identifies independent variables that qualify to be part of the final equation.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
79) Standardized betas indicate the relative importance of alternative predictor variables.
Answer: TRUE
LO: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
80) 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: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
81) 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: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
82) 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: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
83) With stepwise multiple regression output, information on independent variables is taken out of the multiple regression equation based on nonsignificance. However, researchers must remember that SPSS stepwise multiple regression will not take into account the VIF statistic.
Answer: FALSE
LO: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
84) Regression analysis invites us to think in terms of an independent variable resulting from or being caused by a dependent variable's actions.
Answer: FALSE
LO: 15:5: Some warnings regarding the use of multiple regression analysis
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
85) Researchers should not think about regression analysis in terms of cause and effect.
Answer: TRUE
LO: 15:5: Some warnings regarding the use of multiple regression analysis
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
86) Regression analysis is nothing more than a statistical tool that assumes a linear relationship between two variables.
Answer: TRUE
LO: 15:5: Some warnings regarding the use of multiple regression analysis
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
87) Since two variables, such as sales and advertising, are logically connected, a regression analysis does not permit the marketing researcher to make cause-and-effect statements.
Answer: TRUE
LO: 15:5: Some warnings regarding the use of multiple regression analysis
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
88) The objective of a screening mechanism is to identify the relevant or meaningful variables as they relate to some dependent variable of interest.
Answer: TRUE
LO: 15:6: How to report multiple regression analysis insights to clients
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
89) 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: 15:6: How to report multiple regression analysis insights to clients Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
90) When regression is used as a screening device, some of the items to report include the dependent variable and statistically significant independent variables.
Answer: TRUE
LO: 15:6: How to report multiple regression analysis insights to clients Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
91) When regression is used as a screening device, signs of beta coefficients are reported.
Answer: TRUE
LO: 15:6: How to report multiple regression analysis insights to clients
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
92) When regression is used as a screening device, standardized beta coefficients for the significant variables are not reported.
Answer: FALSE
LO: 15:6: How to report multiple regression analysis insights to clients Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
93) 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: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
94) 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: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) 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: 15:1: What bivariate linear regression analysis is, including basic concepts such as terms, assumptions, and equations
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
96) 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
97) 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 take into account 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) What do researchers do with mixed significance results that they might find 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) 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 he or she 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 some sort of 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: 15:2: What multiple regression analysis is, including the basic underlying conceptual model, terms, assumptions, and computations, including how to do with it SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
100) 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 a large number of 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: 15:4: What stepwise multiple regression is, including how to do it with SPSS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, 9e (Burns/Veeck)
Chapter 16 Writing the Research Report
1) Presentation of table after table of statistics by researchers ________.
A) has little value unless tied to an explanation of why data are important
B) shows thoroughness on the part of the research company
C) encourages managers to dig deeper for meaning
D) results in great value by demonstrating objectivity
Answer: A
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) The time and effort expended in the research process are ________.
A) always worth it if the client does follow-on studies
B) wasted if the report does not communicate effectively
C) wasted if the report does not result in increased revenue
D) worth it if the report results in increased corporate visibility
Answer: B
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3) Which of the following is the first characteristic of effectively communicating insights?
A) Clarity
B) Actionability
C) Accuracy
D) Memorability
Answer: C
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
4) A researcher must consider all phases of the research process including planning the report which considers ________.
A) how mid- and upper-level management will receive it
B) both paper and electronic presentations
C) communicating key statistics and meaning of charts
D) the specific audiences and purposes
Answer: D
LO: 16:5: How to position the report for the audience
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
5) 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 that you need?
B) What message do you want to communicate?
C) What is your purpose?
D) Who is the audience?
Answer: A
LO: 16:5: How to position the report for the audience
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) Citing the work of others allows a researcher to avoid charges of plagiarism as well as _______.
A) adds importance to the researcher's message
B) adds credibility to the researcher's message
C) enhances the details of the report
D) demonstrates the researcher has access to authoritative research
Answer: B
LO: 16:2: What plagiarism is, why it is a serious problem, and how to properly reference sources
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
7) ________ is(are) NOT one of the basic sections included in the marketing research report.
A) Front matter
B) Body
C) Graphs and charts
D) End matter
Answer: C
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) Which of the following is NOT one of the items included on the Title Page or 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: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
9) The primary purpose of which of the following is to release or deliver the document to the organization of which the researcher is NOT an employee?
A) Letter/memo of transmittal
B) Review of the conditions of the authorization
C) Suggestions for further research
D) Brief identification of the nature of the research
Answer: A
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
10) ________ is the "skeleton" of a research report and provides an overview of the most useful information, including conclusions and recommendations.
A) The letter/memo of transmittal
B) The abstract/executive summary
C) The body
D) The conclusions/recommendations
Answer: B
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
11) The introduction to the report, an explanation of research method, a discussion of results, a statement of limitations, and a list of conclusions and recommendations are contained in the ________.
A) letter/memo of transmittal
B) abstract/executive summary
C) body
D) conclusions/recommendations
Answer: C
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) Which of the items below follows the introduction?
A) Letter/memo of transmittal
B) Abstract/executive summary
C) Conclusions/recommendations
D) Listing of research objectives
Answer: D
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) 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) method section
C) methodology section
D) abstract/executive summary
Answer: A
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) Which of the following is an advantage of reporting all important limitations?
A) Actually add to the researcher's chances of additional research assignments.
B) Actually add credibility to the research.
C) Help avoid legal consequences.
D) Help keep the client from making faulty decisions.
Answer: B
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
15) ________ is(are) NOT a typical factor contained in the limitations section of a research report.
A) Constraints of time
B) The size and composition of the sample
C) Availability and qualifications of the research team
D) Biases that may have been introduced into the research process
Answer: C
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
16) ________ is an emerging trend in the marketing research industry and is the expectation that researchers are increasingly expected to become knowledgeable about their clients' businesses and offer recommendations
A) Tactical implications
B) Revenue implications
C) Shared risk
D) Strategic value
Answer: D
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) ________ is one of the benefits of a well-organized report, with appropriate headings and subheadings.
A) Substantial improvement in readability
B) The likelihood of winning additional business
C) Greater visibility and attention from top management
D) Added readability to the overall research effort
Answer: A
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
18) Which of the following would NOT be within the general guidelines and recommendations for headings?
A) Subheadings are topic sections under headings.
B) The heading does not have to relate directly to material following it.
C) Headings is in the form of a question.
D) Headings serve as visual signposts.
Answer: B
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
19) ________ 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: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) ________ is the helpful information readers need to find specific information that serves to graphically portray what is being said.
A) A table of terms and definitions
B) A list of appendices
C) A list of tables
D) A list of illustrations
Answer: D
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) ________ are the visuals that translate numbers into visual displays so that relationships and trends become comprehensible.
A) Diagrams
B) Charts
C) Tables
D) Figures
Answer: D
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) ________ is NOT one of the guidelines for improving the style of a research report.
A) Use jargon sparingly
B) Use active voice versus passive voice
C) Avoid changes in tense
D) Avoid the use of strong verbs
Answer: D
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
23) ________ 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: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
24) Which of the following are useful to compare items over time or show correlations among items?
A) Pie charts
B) Bar charts
C) Flow diagrams
D) Tables
Answer: B
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
25) ________ 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: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
26) Clients often request top-two box, top box, and (sometimes) bottom-two box scores, which they find ________.
A) more difficult to interpret than mean scores
B) easier to interpret than medians
C) easier to understand than ratios
D) easier to interpret than mean scores
Answer: D
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
27) 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: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
28) A researcher should ________ when presenting data.
A) Use multiple types of audiovisual media
B) Not misrepresent the data
C) Avoid answering detailed questions
D) Answer pre-submitted questions only
Answer: B
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) A faulty or misleading visual ________.
A) is embarrassing
B) can ruin opportunities for future work
C) discredits the researcher's report and work
D) can be distracting
Answer: C
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
30) Truncated graphs (having breaks in the scaled values on either axis) are ________.
A) an abbreviated way to present data accurately
B) an interesting way to present difficult data
C) can be an acceptable way to present hard-to-understand concepts
D) acceptable only if the audience is familiar with the data
Answer: D
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) ________ is NOT a suggested guideline for producing an appropriate visual.
A) Truncate complex data with which your audience is unfamiliar
B) Double and triple-check all labels, numbers, and visual shapes
C) Make sure all parts of the scale are represented
D) Report all data accurately and without misrepresentation
Answer: A
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
32) ________ is NOT one of the key elements for an oral presentation.
A) Practicing the presentation
B) Identifying and analyzing the audience
C) Determining key points
D) Allowing questions only at the conclusion
Answer: D
LO: 16:9: The basic principles for presenting an oral report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
33) Which of the following is NOT true of presenting the results of the report orally?
A) You only need one of the key people for the presentation.
B) A key is to succinctly present the information.
C) The presentation may be very formal with a number of attendees.
D) It may be accomplished through a simple conference call with the client.
Answer: A
LO: 16:9: The basic principles for presenting an oral report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
34) ________ is the first item that every market researcher should consider when preparing his or her presentation.
A) Determining key points the audience needs to hear
B) Identifying and analyzing the audience
C) Making sure visuals portray key points
D) Planning a coherent ending summarizing findings
Answer: B
LO: 16:9: The basic principles for presenting an oral report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) 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: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
36) Besides presenting compelling and immersive insights packaged inside a headline or two, today's information needs to reach a ________.
A) narrower corporate audience
B) more targeted corporate audience
C) specific market research audience
D) broader corporate audience
Answer: D
LO: 16:11: Methods for disseminating results across the organization
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
37) 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: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
38) ________ 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: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
39) 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: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
40) 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: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
41) A trend to keep results simple and actionable with written explanations reduced to their essential meanings is the use of ________.
A) infographics
B) videos
C) charts
D) graphs
Answer: A
LO: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
42) 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: 16:11: Methods for disseminating results across the organization
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
43) 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: 16:11: Methods for disseminating results across the organization
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) ________ allow 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: 16:10: The role of data visualization tools and dashboards
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
45) ________ 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: 16:10: The role of data visualization tools and dashboards
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
46) ________ 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) An e-marketing reports
D) Social media
Answer: B
LO: 16:10: The role of data visualization tools and dashboards
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
47) 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 his or her decision making on the contents of the report.
Answer: TRUE
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
48) The best research will not drive the appropriate marketing action if the audience has trouble understanding the results and their meaning.
Answer: TRUE
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
49) Clients are more concerned about the method and analytical tools used by the researcher than the relevancy of the findings to help them make decisions.
Answer: FALSE
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
50) 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: 16:1: The characteristics of clear and effective communication
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
51) 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: 16:1: The characteristics of clear and effective communication
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
52) Even though a marketing research report's organization and presentation are faulty, the reader may eventually reach the intended conclusions.
Answer: FALSE
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
53) Computer-assisted survey design tools, such as SurveyMonkey or Qualtrics, often generate automatic reports, including tables and graphs, including survey results.
Answer: TRUE
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
54) To conduct higher-level statistical tests, researchers need access to the raw data of his or her survey.
Answer: TRUE
LO: 16:4: Typical attributes of a marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
55) 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: 16:5: How to position the report for the audience
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
56) All facts do not need to be documented within the research report if they are common knowledge or can be easily verified.
Answer: TRUE
LO: 16:2: What plagiarism is, why it is a serious problem, and how to properly reference sources
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
57) Citing the work of others not only allows the researcher to avoid charges of plagiarism but also adds credibility to his or her message.
Answer: TRUE
LO: 16:2: What plagiarism is, why it is a serious problem, and how to properly reference sources
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
58) Online sources are among the sources that also require citation within a marketing research report.
Answer: TRUE
LO: 16:2: What plagiarism is, why it is a serious problem, and how to properly reference sources
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
59) Data visualization and dashboards are tools that are part of a movement toward the "democratization" of data analysis or DIY research.
Answer: TRUE
LO: 16:10: The role of data visualization tools and dashboards
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
60) The elements of the marketing research report can be grouped into four sections: front matter, body, end matter, and bibliography.
Answer: FALSE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
61) The front matter of a report consists of all pages that follow the first page of the report: the title page, letter of authorization (optional), letter/memo of transmittal, table of contents, list of illustrations, and abstract/executive summary.
Answer: FALSE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
62) 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: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
63) The primary purpose of the letter/memo of transmittal is to orient the reader to the report and to build a positive image of the report.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
64) The table of contents page helps the reader find specific sections of the research report that follows.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
65) The abstract/executive summary provides an overview of the most useful information, including brief conclusions and recommendations.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
66) The abstract or executive summary should be very carefully written, conveying the information that is suitable for review by top-level management as well as many other types of readers.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
67) 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: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
68) Many formal lengthy reports contain repetitions.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
69) Research objectives should always be listed within the body section. Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
70) 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: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
71) The method section describes the details of the procedures and tools used in the study.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
72) With research to be used in litigation settings, where there is certain to be an adversary, a researcher may be asked to provide an exhaustive description of the methods used in conducting the study as well as the methods that were not chosen.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
73) Methodology refers to the tools of scientific investigation (and the tools used in a marketing research project are described in detail in the method section of the report).
Answer: FALSE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
74) Researchers would describe their use of a probability sample for a particular study in the method section of their paper. In short, use method, not methodology.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
75) 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: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
76) Not reporting research results accurately and honestly within the limitations is against the Insights Association's Code of Standards & Ethics.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
77) 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: 16:6: The elements that should be included in the marketing research report
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
78) Recommendations are the outcomes and decisions a researcher has reached based on his or her research results.
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
79) An emerging trend in the marketing research industry is the expectation that researchers will perform a continuing role with their clients, but not necessarily function as consultants in those roles.
Answer: FALSE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
80) Appendices include "nice to know," but not "need to know information."
Answer: TRUE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
81) A reference page 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: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
82) An endnotes list contains all of the sources from which information was collected for the report.
Answer: FALSE
LO: 16:6: The elements that should be included in the marketing research report
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
83) Headings and subheadings serve as a roadmap for the research report.
Answer: TRUE
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
84) A well-organized report with appropriate headings and subheadings will substantially improve readability.
Answer: TRUE
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
85) Visuals are tables, figures, charts, diagrams, graphs, and other graphic aids that concisely present information that might otherwise be difficult to comprehend.
Answer: TRUE
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
86) The key to a successful research report is a clear and concise presentation that conveys the message of the report and matches the presentation purpose for the data.
Answer: FALSE
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
87) Sometimes misrepresenting information is intentional (as when a client asks a researcher to misrepresent the data to promote his or her "pet project") or it may be unintentional.
Answer: TRUE
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
88) Truncated graphs are acceptable whether or not the audience is familiar with the data since it improves comprehension.
Answer: FALSE
LO: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
89) The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.
Answer: TRUE
LO: 16:9: The basic principles for presenting an oral report
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
90) 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: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
91) 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.
Answer: TRUE
LO: 16:11: Methods for disseminating results across the organization
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
92) Web-based platforms, often called "dashboards," are an increasingly popular means of disseminating research throughout an organization.
Answer: TRUE
LO: 16:11: Methods for disseminating results across the organization
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
93) Why is the marketing report important both for the client and the marketing researcher? Why is the communication of the results critical?
Answer: Answers should focus on the characteristics of clear and effective communication to clients as key to making vital and sometimes critical business decisions. From the marketing research firm's perspective, the report is important as a way to establish credibility. Commentary should note that the marketing research report is a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her decision making on the contents of the report. Answers should mention that client decisions might depend on how well the report communicates the research results. Regardless of the care in the design and execution of the research project itself, if the report does not adequately communicate the project to the client, all of the hard work in conducting the project is meaningless. Advanced answers may note that the research is also meaningless unless disseminated throughout the organization and becomes part of its "life blood." Advanced answers can include a statement about web-based tools and dashboards that help disseminate information throughout the organization.
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
94) Preparing and writing the marketing research report is an important step in the culmination of a research project. Describe the tools and advances involved in the report writing process.
Answer: Answers should focus on report writing as an important step in the research process. Comments should note that while preparing and writing the report may be time-consuming, advances are being made to make report writing more efficient. The discussion will include mention that tools are available that automatically provide citations for sources of information used in a report. Statistical packages, such as SPSS, have features that allow for ease of preparation of tables and visuals such as bar charts and pie charts. Technology will continue to improve report writing, presentation preparation, and distribution of reports. Advanced answers may mention that computer-assisted questionnaire design tools, such as SurveyMonkey or Qualtrics, often generate automatic reports, including tables and graphs, with the survey results. Comments within advanced answers may note that these reports generally present only descriptive statistics. To conduct higher-level statistical tests, the researcher needs access to the raw data of the research survey.
LO: 16:1: The characteristics of clear and effective communication
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
95) Positioning the report for the audience is critical. Describe the basic guidelines that a researcher needs to keep in mind as he or she writes a report that is properly positioned for the audience.
Answer: Comments should include a statement to the effect that 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. Answers may include such hints or guidelines such as: ways messages are communicated, purpose of the report, who the audience is (multiple and secondary audiences), knowledge level and basis, and "need-to-know" knowledge levels of audience. Comments may mention consideration of cultural differences, barriers to understanding and acceptance, and strategies used to overcome negative attitudes. Advanced answers may note that when researchers are preparing the final report, it is often helpful "to get on the other side of the desk." A researcher should assume he or she is the reader instead of the writer. Comments will mention that doing so will help the researcher see things through the eyes of his or her audience and increase the success of communication. This is the researcher's opportunity to ask that basic (and critical) question from the reader's point of view: "What's in it for me?"
LO: 16:5: How to position the report for the audience
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
96) Plagiarism should be avoided in marketing report writing. Discuss the importance of properly referencing sources. What sources now exist for detection of plagiarism?
Answer: Commentary should focus on the importance of properly referencing sources as a way the researcher creates and maintains credibility and legitimacy. Answers should note that if secondary information is used, the researcher will need to document sources (provide enough information so that the sources can be located). Answers will mention that the researcher does not need to document facts that are common knowledge or can be easily verified. However, if the researcher is in doubt, he or she should document the source. Advanced answers will also define plagiarism, which refers to representing the work of others as the researcher's own. All answers should mention that citing the work of others not only allows the researcher to avoid charges of plagiarism but also adds credibility to the researcher's message. All sources, including information that is found online, should be accurately referenced. Answers will mention that it is easier to detect plagiarism than ever before by using Internet search engines or through the use of specialized software such as Turnitin.
LO: 16:2: What plagiarism is, why it is a serious problem, and how to properly reference sources
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
97) There are guidelines and principles for the written report. Describe how form, format, style, and visuals enhance delivery of a written report.
Answer: All answers should focus on the value of a well-written readable report. Answers will mention that a well-organized report, with appropriate headings and subheadings, will substantially improve readability. Comments will also mention that appropriate use of headings, subheading, and visuals add to the value of the presentation. Visuals assist readers in understanding otherwise potentially difficult information to comprehend. The discussion should include/mention that learning how to use headings and subheadings will improve the researcher's writing skills. Answers may include hints to be sure that all of the sections of a report follow a consistent format, particularly if different people have responsibility for different sections.
LO: 16:7: The basic guidelines and principles for writing effective marketing research reports
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
98) The use of visuals is an important aspect of the marketing research report. How does a marketing 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: 16:8: How to accurately represent data using visuals, such as figures, tables, charts, and graphs
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
99) What are some alternate ways researchers may report findings? What are some important things researchers have to keep in mind when using alternate or innovative reporting vehicles?
Answer: Answers should mention that there are a number of alternative, innovative, and effective ways to present findings. All answers should note that no matter what techniques the researcher uses, it is up to the researcher–not the tools he or she uses–to bring meaning to the data that is presented. Discussion should also mention that the use of alternate presentation methods such as videos could be effective. Some answers may mention that many marketing research firms and advertising agencies supplement written and oral research reports with videos showing "in-the-moment" clips (sometimes called "vox pops" or "voice of the people"). Video footage that is gathered through observation or ethnographic methods can be used to illustrate key takeaways from research studies. Commentary will mention the use of innovative techniques such as "immersion techniques," or methods that immerse audiences in the world of the people they are trying to understand to help them develop more authentic connections to their consumers. All answers should note the use of infographics as an effective and useful tool to present data. Advanced answers will mention that infographics are visual reports designed to make key research results understood quickly and easily. Responses will also state that like written reports, infographics display findings through graphs, tables, figures, and other visuals with written explanations reduced to their essential meanings.
LO: 16:3: Methods for communicating insights, including videos, infographics, and immersion techniques
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
100) 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 presented in a simplified manner. Answers will also point out that dashboards are part of the "democratization" of marketing 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 a number of marketing activities, such as performance of web pages, responses to advertising campaigns, and geographical buying behavior.
LO: 16:11: Methods for disseminating results across the organization
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge