Basic Marketing Research with Excel, 3E Alvin C Burns Ronald F Bush Test Bank

Type:

Test Bank

Resource:

Basic Marketing Research with Excel

Edition:

3rd Edition

Author(s):

Alvin C. Burns Ronald F. Bush

Basic Marketing Research, 3e (Burns) Chapter 1 An Introduction to Marketing Research 1) Which of the following is the best definition for marketing?

A) Marketing is an organizational function and a set of business activities designed to make profits.

B) Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

C) Marketing is a business function and a process for determining the value customers desire in order to gain profit for business organizations and to seek societal benefits through nonprofit marketing.

D) Marketing is finding a hole and filling it while earning profitable dollars.

E) Marketing is the result of the equilibrium of supply, demand, marginal cost, and marginal revenue.

Answer: B Diff: 1 Page Ref: 4 AACSB: Analytic Skills Objective: LO 1 2) Which of the following is most accurate?

A) Marketing is an attempt to create an exchange.

B) Marketing is an attempt to create long-term customer relationships.

C) Marketing is an attempt to create long-term customer relationships which will then likely satisfy the organization's objectives.

D) Marketing is an attempt to earn profitable dollars.

E) Marketing is an attempt to gain customers from competitors while at least breaking even profitwise.

Answer: C Diff: 1 Page Ref: 4 AACSB: Reflective Thinking Skills Objective: LO 1 3) According to the AMA definition of marketing, which of the following is true of marketing?

A) "Making the sale" should be considered the end of marketing.

B) Marketing is carried out for the benefit of the customer.

C) Marketing is carried out for the benefit of the stakeholders.

D) Marketing should not be considered an organizational function.

E) all of the above Answer: C Diff: 2 Page Ref: 4 AACSB: Reflective Thinking Skills Objective: LO 1

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4) What does the phrase "hearing the voice of the consumer" mean?

A) Companies have the information they need to effectively satisfy wants and needs in the marketplace.

B) Companies specifically use telemarketing to hear their customers' opinions.

C) Marketing is carried out for the benefit of the customers.

D) Marketing managers should take the time to listen in on focus groups.

E) Market trials are necessary for certain products.

Answer: A Diff: 2 Page Ref: 5 AACSB: Reflective Thinking Skills Objective: LO 1 5) The key reason that the marketing concept has been recognized as the "right philosophy" is that it: A) is well established in the marketing literature B) has been recommended by successful marketing executives C) does not rely on high-pressure selling D) stresses understanding the competition E) always puts the customer first Answer: E Diff: 2 Page Ref: 7 AACSB: Reflective Thinking Skills Objective: LO 1 6) What would a strategy "that allows a firm to truly meet the wants and needs of the consumers within the market segment that is chosen" be called?

A) the "niche" strategy B) the "incentivized" strategy C) the information strategy D) the "right" strategy E) the recommended strategy Answer: D Diff: 1 Page Ref: 7 AACSB: Analytic Skills Objective: LO 1

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7) In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely: A) reports about the competition B) reports about customers wants and needs C) information about market trends and changes D) the number and sizes of market segments E) information Answer: C Diff: 1 Page Ref: 7 AACSB: Analytic Skills Objective: LO 1 8) Which of the following is the best definition of marketing research? Marketing research is: A) the activity of analyzing secondary information and providing executives with timely reports B) the process of designing experiments that provide decision makers with causal information C) the linking of consumers with information managers D) the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem E) the process of designing, gathering, analyzing, and reporting information that may be used to solve general marketing problems Answer: D Diff: 2 Page Ref: 8 AACSB: Analytic Skills Objective: LO 2 9) Which of the following products was actually a failure after marketing research predicted it would be successful?

A) Ice Breakers Pacs B) Coca-Cola C2 C) Wolfgang Puck's Self-Heating Latte D) Coca-Cola Blak E) all of the above Answer: E Diff: 1 Page Ref: 6 AACSB: Analytic Skills Objective: LO 3

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10) Market research refers to________.

A) applying marketing research to a specific geographical marketing area B) a process used by businesses to collect information used to make sound business decisions and successfully manage the business C) a process used by businesses to analyze and interpret information used to make sound business decisions and successfully manage the business D) the function that links the consumer, customer, and public to the marketer through information E) information used to identify and define marketing opportunities and problems Answer: A Diff: 2 Page Ref: 8 AACSB: Analytic Skills Objective: LO 3 11) Which of the following is the best statement reflecting the purpose of marketing research?

A) to provide information that improves profitability B) to link the environments to the firm C) to link the consumer to the marketer by providing information that can be used in making marketing decisions D) to link target markets to specific decision makers at all levels within firms E) to be perceived as providing value to higher level executives within the firm Answer: A Diff: 2 Page Ref: 8 AACSB: Analytic Skills Objective: LO 3 12) When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates which use of marketing research?

A) identify market opportunities and problems B) generate, refine, and evaluate potential marketing actions C) monitor marketing performance D) improve marketing as a process E) improve marketing research as a process Answer: A Diff: 2 Page Ref: 11 AACSB: Analytic Skills Objective: LO 3

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13) Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy?

A) pricing test B) image analysis C) web site evaluation D) environmental analysis studies E) tracking studies Answer: D Diff: 3 Page Ref: 12 AACSB: Reflective Thinking Skills Objective: LO 4 14) Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance?

A) marketing research managers closely overseeing the work of subordinates in the marketing research industry B) tracking research that monitors how well products are performing in the marketplace C) describing the return on investment of firms using/not using marketing research D) providing closed circuit TV to monitor the actions of marketing researchers practicing in the field E) identifying opportunities and problems in the marketplace Answer: D Diff: 3 Page Ref: 11 AACSB: Reflective Thinking Skills Objective: LO 4 15) The difference between basic research and applied research is that basic research is conducted to: A) determine the most effective advertising copy B) determine the most appropriate price for new products C) determine the most efficient distribution channels for products D) expand our knowledge rather than solve a specific problem E) determine the most desired features in new products Answer: D Diff: 3 Page Ref: 12 AACSB: Analytic Skills Objective: LO 4

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16) Which of the following deals with the role of MIS? A) determine decision makers' information needs B) acquire the needed information C) distribute information to the decision makers in a form in which they can use it for decision making D) distribute information to the decision makers at a time when they can use it for decision making E) all of the above Answer: E Diff: 3 Page Ref: 13 AACSB: Reflective Thinking Skills Objective: LO 5 17) Which of the following is NOT one of the subsystems of the marketing information system?

A) internal reports B) marketing intelligence C) marketing decision support D) marketing research E) consumer information support system Answer: E Diff: 3 Page Ref: 14 AACSB: Reflective Thinking Skills Objective: LO 5 18) What is the purpose of the "internal reports system" subsystem of the marketing information system?

A) to obtain everyday information about pertinent developments in the environment B) to supply collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making C) to gather information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others D) to generate the particular information needed for the specific situation E) to gather information not gathered by the other MIS component subsystems Answer: C Diff: 2 Page Ref: 14 AACSB: Analytic Skills Objective: LO 5

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19) Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

A) marketing research B) marketing intelligence C) internal reports system D) consumer information support system E) external environment reporting system Answer: B Diff: 2 Page Ref: 14 AACSB: Analytic Skills Objective: LO 5 20) What is the purpose of the "marketing intelligence system" subsystem of the marketing information system?

A) to obtain everyday information about pertinent developments in the environment B) to supply collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making C) to gather information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others D) to generate the particular information needed for the specific situation E) to gather information not gathered by the other MIS component subsystems Answer: A Diff: 2 Page Ref: 14 AACSB: Analytic Skills Objective: LO 5 21) Which of the following marketing information subsystems is NOT continuous?

A) consumer information support system B) marketing research system C) internal report system D) decision support system E) marketing intelligence system Answer: B Diff: 2 Page Ref: 15 AACSB: Analytic Skills Objective: LO 5

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22) Ad hoc is a Latin word, meaning ________.

A) out of chaos B) from one, many C) by that very act D) with respect to a specific purpose E) and the rest Answer: D Diff: 1 Page Ref: 15 AACSB: Reflective Thinking Skills Objective: LO 5 23) Which MIS subsystem is also called a DSS? A) a marketing decision support system B) a delivery system for standardized data C) a data support system D) detailed systems for standardization E) a distant system for data Answer: A Diff: 1 Page Ref: 14 AACSB: Reflective Thinking Skills Objective: LO 5 24) Marketing research conducted on the popular TV program Seinfeld, starring Jerry Seinfeld, was used to illustrate: A) how marketing research always correctly identifies a product or service that will be popular in the marketplace B) when marketing research should not be used C) when marketing research predicts a failure yet there is success D) when marketing research predicts a failure and there is a failure E) why marketing research may not be applied to all fields, such as entertainment Answer: C Diff: 1 Page Ref: 9 AACSB: Reflective Thinking Skills Objective: LO 3 25) According to the AMA definition of marketing research, solving general, not specific, marketing problems is one of the uses of marketing research.

Answer: FALSE Diff: 3 Page Ref: 8 AACSB: Reflective Thinking Skills Objective: LO 2

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26) When a product fails, you can tell marketing research was not conducted.

Answer: FALSE Diff: 1 Page Ref: 9 AACSB: Analytic Skills Objective: LO 3 27) Marketing research is a part of marketing.

Answer: TRUE Diff: 1 Page Ref: 3 AACSB: Reflective Thinking Skills Objective: LO 1 28) "Making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.

Answer: TRUE Diff: 2 Page Ref: 4 AACSB: Reflective Thinking Skills Objective: LO 1 29) Managers use philosophies that guide them in their decision making.

Answer: TRUE Diff: 2 Page Ref: 5 AACSB: Reflective Thinking Skills Objective: LO 1 30) The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.

Answer: TRUE Diff: 2 Page Ref: 8 AACSB: Analytic Skills Objective: LO 2 31) Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

Answer: TRUE Diff: 1 Page Ref: 7,8 AACSB: Analytic Skills Objective: LO 2 32) The American Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.

Answer: FALSE Diff: 2 Page Ref: 8 AACSB: Analytic Skills Objective: LO 2

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33) The purpose of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decisions.

Answer: TRUE Diff: 2 Page Ref: 8 AACSB: Analytic Skills Objective: LO 2 34) Marketing research is synonymous with market research.

Answer: FALSE Diff: 3 Page Ref: 8 AACSB: Analytic Skills Objective: LO 2 35) Sometimes marketing research studies lead to the wrong decisions.

Answer: TRUE Diff: 1 Page Ref: 9 AACSB: Reflective Thinking Skills Objective: LO 3 36) Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would not be considered marketing research.

Answer: FALSE Diff: 3 Page Ref: 11 AACSB: Analytic Skills Objective: LO 3 37) One of the uses of marketing research is to identify market opportunities; however, the identification of problems is not a use of marketing research, but rather a use of the firm's internal auditing system.

Answer: FALSE Diff: 3 Page Ref: 11 AACSB: Analytic Skills Objective: LO 3 38) "Consumer packaged goods" firms, like Wal-Mart, want to monitor the sales of their brands and are not concerned about the sales of their competitor's brands.

Answer: FALSE Diff: 2 Page Ref: 11 AACSB: Reflective Thinking Skills Objective: LO 3

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39) Another use of marketing research is to monitor marketing performance, which takes place prior to implementing marketing strategies.

Answer: FALSE Diff: 2 Page Ref: 11 AACSB: Analytic Skills Objective: LO 3 40) The goal of environmental analysis studies is to find opportunities or to identify problems with an existing strategy.

Answer: TRUE Diff: 2 Page Ref: 11 AACSB: Analytic Skills Objective: LO 4 41) One use of marketing research is to improve marketing as a process; such research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

Answer: TRUE Diff: 3 Page Ref: 12 AACSB: Reflective Thinking Skills Objective: LO 3 42) Applied research addresses specific problems, and this type of research represents the vast majority of marketing research studies.

Answer: TRUE Diff: 3 Page Ref: 12 AACSB: Reflective Thinking Skills Objective: LO 3 43) Applied research is conducted to expand our knowledge rather than to solve a specific problem.

Answer: FALSE Diff: 2 Page Ref: 12 AACSB: Reflective Thinking Skills Objective: LO 3 44) Studies that deal with monitoring marketing performance are control studies.

Answer: TRUE Diff: 3 Page Ref: 12 AACSB: Analytic Skills Objective: LO 4

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45) A marketing information system is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Answer: TRUE Diff: 1 Page Ref: 13 AACSB: Reflective Thinking Skills Objective: LO 5 46) The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.

Answer: FALSE Diff: 2 Page Ref: 14 AACSB: Reflective Thinking Skills Objective: LO 5 47) Everyday information about pertinent developments in the environment to an organization is gathered through the internal report system.

Answer: FALSE Diff: 2 Page Ref: 14 AACSB: Reflective Thinking Skills Objective: LO 5 48) 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: FALSE Diff: 2 Page Ref: 14 AACSB: Reflective Thinking Skills Objective: LO 5 49) The marketing research system gathers information for a specific situation facing the company, and it is unlikely that the other components of an MIS have the information needed for the specific situation.

Answer: FALSE Diff: 2 Page Ref: 14 AACSB: Reflective Thinking Skills Objective: LO 5 50) Marketing research projects, like the other MIS components, are continuous, running 24/7.

Answer: FALSE Diff: 3 Page Ref: 15 AACSB: Reflective Thinking Skills Objective: LO 5

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51) By providing information for a specific problem at hand, marketing research provides information not provided by other components of the MIS. Answer: TRUE Diff: 2 Page Ref: 15 AACSB: Analytic Skills Objective: LO 5 52) Because marketing research studies are continuous they cannot be referred to as "projects."

Answer: FALSE Diff: 2 Page Ref: 15 AACSB: Analytic Skills Objective: LO 5 53) A DSS is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.

Answer: FALSE Diff: 3 Page Ref: 14 AACSB: Analytic Skills Objective: LO 5 54) The internal reports system gathers information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others.

Answer: TRUE Diff: 1 Page Ref: 14 AACSB: Analytic Skills Objective: LO 5

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Basic Marketing Research, 3e (Burns) Chapter 2 The Marketing Research Industry 1) The Marketing Research Association is an organization that ________.

A) supports the interests and development of customers needing research B) oversees the Professional Researcher Certification C) monitors the Internet for organizations that spam D) audits research firms for the purpose of improving data collection procedures E) is a lobbying organization representing multinational firms Answer: B Diff: 2 Page Ref: 20 AACSB: Analytic Skills Objective: LO 2 2) The first continuous and organized research is believed to have been conducted in 1911 for ________ to be used ________.

A) MRA; to sell its publications B) MRA; to locate outdoor billboards in the best locations C) Curtis Publishing Company; to better sell advertising space D) Curtis Publishing Company; to determine the optimal mix of cable TV channels on which to advertise E) Charles Coolidge Parlin; to determine pay scales for employees Answer: C Diff: 3 Page Ref: 22 AACSB: Analytic Skills Objective: LO 1 3) Who is the "Father of Marketing Research"?

A) Charles Coolidge Parlin B) Robert Bartels C) A.C. Nielsen D) Alfred Politz E) J.C. Snead Answer: A Diff: 3 Page Ref: 22 AACSB: Analytic Skills Objective: LO 1

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4) Why did the Industrial Revolution lead to a growth in marketing research?

A) Manufacturers were producing goods for distant markets and consumers.

B) Colleges were teaching courses in marketing research.

C) Craftsmen and artisans of the day knew their customers.

D) Alfred Politz introduced statistical theory for sampling.

E) Growth was limited to the spread of government agencies and so most marketing research was performed for the government.

Answer: A Diff: 3 Page Ref: 22 AACSB: Reflective Thinking Skills Objective: LO 1 5) An annual publication that lists the top 25 marketing research firms in the WORLD is known as: A) World's Top 25 B) The Honomichl Global Top 25 C) Research World's 25 D) The J.C. Snead Top 25 E) none; there is no such report available Answer: B Diff: 3 Page Ref: 22 AACSB: Analytic Skills Objective: LO 2 6) Which of the following statements best describes the state of the marketing research industry in the 1950s?

A) There was "no sense of industry."

B) Marketing research was needed for survival.

C) There were quite large "behemoths" that operated around the globe with revenues in excess of $1 billion.

D) The industry was composed of many small, privately owned firms that didn't report their revenues.

E) both A and D Answer: E Diff: 2 Page Ref: 22 AACSB: Reflective Thinking Skills Objective: LO 1

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7) An annual publication that lists the top 50 marketing research firms BASED in the U.S. is known as: A) World's Top 50 B) Research World's 50 C) The Honomichl Top 50 D) The J.C. Snead Global Top 50 E) none; there is no such report available Answer: C Diff: 3 Page Ref: 23 AACSB: Analytic Skills Objective: LO 2 8) Which of the following is true regarding worldwide spending on marketing research?

A) From 2007 to 2008, when the recession began, only North America experienced a net increase in spending.

B) Latin America had the lowest growth rate from 2007 to 2008.

C) Total global spending for the industry was about $1 billion in 2008 according to the European Society of Opinion and Marketing Research (ESOMAR).

D) The 2009 estimates indicate that total global spending for the industry will be greater than in 2008 despite the worldwide recession.

E) It is safe to say that, as of 2010, the marketing research industry is about a $30 billion industry.

Answer: E Diff: 3 Page Ref: 23 AACSB: Reflective Thinking Skills Objective: LO 1 9) Over the years, the Top 50 firms have powered their growth largely by: A) good contracts B) commodities sharing C) merger and acquisition D) alliance sharing E) excellent customer service Answer: C Diff: 2 Page Ref: 23 AACSB: Reflective Thinking Skills Objective: LO 2

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10) In discussing the structure of the marketing research industry, your authors define an internal supplier firm as one which: A) makes research decisions based primarily upon information supplied by the internal reports system B) has its marketing research provided by an entity, such as a marketing research department, within the firm C) is organized in a staff relationship to other internal departments D) provides syndicated services but only to members of the syndicate E) provides marketing research obtained from records of the Internal Revenue Service Answer: B Diff: 1 Page Ref: 26 AACSB: Analytic Skills Objective: LO 3 11) Internal suppliers organize the research function: A) by type of research application and by budget category B) by a series of vice presidents and subordinates handling each marketing research project C) in formal departments, single individuals or a committee, or by assigning no one responsibility D) in informal departments organized around budget categories E) by internal suppliers, because they are internal and do not need to organize Answer: C Diff: 2 Page Ref: 26 AACSB: Analytic Skills Objective: LO 3 12) Which of the following represents a possible organization of a marketing research department?

A) according to area of application B) according to marketing function C) according to research process and area of application D) according to area of application and marketing function E) all of the above Answer: E Diff: 3 Page Ref: 26 AACSB: Reflective Thinking Skills Objective: LO 3

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13) External supplier firms are classified as either: A) vertically or horizontally integrated firms B) syndicated or internal supplier firms C) PRC's or non-certified firms D) full-service or limited-service firms E) limited-service or limitless-service firms Answer: D Diff: 2 Page Ref: 27 AACSB: Analytic Skills Objective: LO 3 14) In discussing the structure of the marketing research industry, your authors define an external supplier firm as one which: A) makes research decisions based primarily upon information supplied by the internal reports system B) is an outside firm hired to fulfill a firm's marketing research needs C) provides syndicated services but only to members of the syndicate D) provides marketing research obtained from records of the Internal Revenue Service E) provides marketing services to companies outside the firm's home country Answer: B Diff: 1 Page Ref: 27 AACSB: Analytic Skills Objective: LO 3 15) Collecting information that is made available to multiple subscribers in standardized form would be characteristic of: A) a syndicated data service firm B) an internal supplier firm C) customized process firms D) syndicated services firms E) a standardized service firm Answer: A Diff: 3 Page Ref: 28 AACSB: Reflective Thinking Skills Objective: LO 3 16) A standardized service firm is one that: A) collects information that is made available to multiple subscribers B) specializes in collecting data C) offers a variety of research services tailored to meet the client's need D) specializes in providing services online E) provides syndicated marketing research services Answer: E Diff: 2 Page Ref: 28 AACSB: Analytic Skills Objective: LO 3 5 ..

17) Firms that specialize in collecting data are called: A) data storage firms B) lab service firms C) market segment data specialists D) field service firms E) collection agents Answer: D Diff: 2 Page Ref: 29 AACSB: Analytic Skills Objective: LO 3 18) What kind of research firm would provide the technical assistance necessary to analyze and interpret data using the more sophisticated data analysis techniques such as conjoint analysis?

A) a limitless service supplier firm B) a full service supplier firm C) a syndicated data service firm D) a data analysis firm E) specialized research technique firm Answer: E Diff: 3 Page Ref: 30 AACSB: Analytic Skills Objective: LO 3 19) Which of the following is true of studies evaluating the marketing research industry?

A) They show that the industry gets an "F" and only major reform will save the industry in the future.

B) The reviews are mixed.

C) Earlier reviews indicate that the industry has performed reasonably well but there is room for improvement.

D) both A and B E) both B and C Answer: E Diff: 2 Page Ref: 30 AACSB: Reflective Thinking Skills Objective: LO 4

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20) If you were to ask a sample of marketing researchers today what their biggest concern is, it would no doubt be: A) the lack of a certification program leading to a CPA-MR B) the future economy C) the lack of graduates with Marketing Research degrees D) the questionable legitimacy of the industry E) the image of the industry Answer: B Diff: 2 Page Ref: 30 AACSB: Reflective Thinking Skills Objective: LO 4 21) Your book mentions the 2007 Confirmit industry survey of firms in several countries in the world. What did it report as the number-one mentioned "challenge" facing the marketing research industry?

A) falling response rates B) costs of online surveys C) certification of marketing researchers D) a need for more skilled telemarketers E) the lack of students entering Marketing Research programs Answer: A Diff: 3 Page Ref: 31 AACSB: Reflective Thinking Skills Objective: LO 4 22) Which of the following is a challenge facing the marketing research industry?

A) Marketing research is too inclusive.

B) Marketing research no longer represents the voice of the consumer.

C) There is too much interaction among functions in a firm.

D) Marketing researchers try too hard to diagnose the market.

E) The industry is too concerned with nonresponse error.

Answer: B Diff: 3 Page Ref: 31 - 33 AACSB: Analytic Skills Objective: LO 4

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23) Certification of marketing researchers, as discussed in your text, means: A) marketing researchers have to register and pay a fee that would increase the budget of the American Certified Marketing Researchers B) marketing researchers have to pass a test or other certification criteria to become certified much like accountants earn CPAs C) marketing researchers "certify" that every project they completed would have been conducted using standard marketing research procedures D) marketing researchers would NOT have to pass a test but would have to meet other certification criteria to become certified much like accountants earn CPAs E) certified marketing researchers would be required to audit the books of competitive marketing research firms Answer: B Diff: 3 Page Ref: 33 - 34 AACSB: Ethics Objective: LO 5 24) What are the two primary philosophies regarding ethical behavior?

A) demonology and theology B) deontology and theology C) deontology and teleology D) demonology and teleology E) deaconology and wakeology Answer: C Diff: 1 Page Ref: 34 AACSB: Ethics Objective: LO 5 25) Researchers, hidden from view, recording the behavior of unsuspecting shoppers as they walk through the supermarket would be a form of research considered unethical by a: A) deontologist B) sociologist C) teleologist D) criminologist E) deaconologist Answer: A Diff: 2 Page Ref: 35 AACSB: Ethics Objective: LO 5

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26) Consider the following scenario. A researcher believes that although there is a violation of the right to privacy among shoppers who are observed without their knowledge (the cost), there is a benefit if the company learns how to market goods more efficiently, thus reducing long-term marketing costs. This researcher is most likely a: A) teleologist B) deontologist C) sociologist D) demonologist E) deaconologist Answer: A Diff: 3 Page Ref: 35 AACSB: Ethics Objective: LO 5 27) Professional organizations try to prescribe ethical behavior for members by creating: A) ethics violations fines B) rules to cast out members who violate such rules C) examples of poor ethical behavior in other professions D) codes of ethical behavior E) examinations on ethics on which professionals must earn a grade of "C" or higher Answer: D Diff: 1 Page Ref: 35 AACSB: Ethics Objective: LO 6 28) Sugging: A) occurs when a "researcher" gains a respondent's cooperation to participate in a research study and then uses the opportunity to attempt to sell the respondent a good or service B) refers to selling under the guide of a survey C) is unethical, but not illegal D) deals with fund raising while pretending to administer a survey E) both A and B Answer: E Diff: 2 Page Ref: 35 AACSB: Analytic Skills Objective: LO 7

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29) What does "frugging" refer to?

A) selling under the guise of a survey B) collecting data through telephone interviews C) fund raising under the guise of a survey D) falsifying data E) funding under gross margin Answer: C Diff: 2 Page Ref: 37 AACSB: Analytic Skills Objective: LO 7 30) According to the definition given in your textbook, which of the following does NOT represent a loss of research integrity?

A) withholding information B) falsifying data C) altering research results D) thinking strategically E) misinterpreting the data to make them consistent with predetermined points of view Answer: D Diff: 3 Page Ref: 37 AACSB: Analytic Skills Objective: LO 7 31) In your textbook, which industry was used as an example of violating the integrity of research?

A) the cereal industry B) the athletic shoe industry C) the automobile industry D) the alcoholic beverage industry E) the home furnishings industry Answer: C Diff: 2 Page Ref: 37 AACSB: Reflective Thinking Skills Objective: LO 7 32) Deception is a serious ethical issue in marketing research and occurs in research studies when potential respondents: A) are not told the true identity of the sponsor of the research B) are viewed during a study without their permission C) are told they will remain anonymous when they are not D) all of the above E) none of the above Answer: D Diff: 3 Page Ref: 39 - 40 AACSB: Ethics Objective: LO 7 10 ..

33) Which of the following describes the situation in which the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client?

A) anonymity B) secrecy C) confidentiality D) obscurity E) ambiguity Answer: C Diff: 2 Page Ref: 40 AACSB: Ethics Objective: LO 7 34) Unwanted email is: A) called UWM and was used by some online survey research companies a few years ago B) called SPAM and was never used by online survey research companies because it is unethical C) called SPAM and was used by some online survey research companies a few years ago D) called UWM and was never used by online survey research companies because it is illegal E) may now be avoided by the "Do Not Call" legislation Answer: C Diff: 2 Page Ref: 40 AACSB: Analytic Skills Objective: LO 7 35) Which of the following is defined as the value of readily available access to willing respondents?

A) respondent availability B) panel equity C) respondent value D) respondent accessibility E) panel value Answer: B Diff: 2 Page Ref: 40 AACSB: Analytic Skills Objective: LO 7 36) The Marketing Research Association started a Certification program for marketing researchers in 1960.

Answer: FALSE Diff: 3 Page Ref: 20 AACSB: Analytic Skills Objective: LO 1

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37) A marketing historian wrote the first questionnaire surveys.

Answer: TRUE Diff: 1 Page Ref: 21 AACSB: Analytic Skills Objective: LO 1 38) The "Father of Marketing Research" is Charles Coolidge Parlin who did continuous, organized research for the Curtis Publishing Company.

Answer: TRUE Diff: 2 Page Ref: 22 AACSB: Analytic Skills Objective: LO 1 39) The Industrial Revolution marked the beginning of the growth of marketing research.

Answer: TRUE Diff: 2 Page Ref: 22 AACSB: Analytic Skills Objective: LO 1 40) There was "no sense of industry" for the Marketing Research industry in the 1950s.

Answer: TRUE Diff: 2 Page Ref: 22 AACSB: Analytic Skills Objective: LO 1 41) The current Marketing Research industry has quite large "behemoths" that operate around the globe with revenues in excess of $1 billion.

Answer: TRUE Diff: 3 Page Ref: 22 AACSB: Analytic Skills Objective: LO 2 42) The Honomichl Top 50 reports the top 50 international firms based on revenues.

Answer: FALSE Diff: 3 Page Ref: 23 AACSB: Analytic Skills Objective: LO 2 43) From 2007 to 2008, when the recession began, only North America experienced a net decrease in spending for the Marketing Research industry.

Answer: TRUE Diff: 2 Page Ref: 23 AACSB: Analytic Skills Objective: LO 2

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44) It has been estimated that firms spend over 10% of sales on marketing research, whether it is supplied internally or externally.

Answer: FALSE Diff: 3 Page Ref: 26 AACSB: Reflective Thinking Skills Objective: LO 3 45) Very few of the largest firms have their own marketing research departments but they usually have at least one person responsible for conducting marketing research.

Answer: FALSE Diff: 1 Page Ref: 26 AACSB: Reflective Thinking Skills Objective: LO 3 46) Marketing research departments are usually organized according to only one of the following functions: area of application, marketing function, or the research process.

Answer: FALSE Diff: 3 Page Ref: 26 AACSB: Analytic Skills Objective: LO 3 47) Research suppliers may be thought of as consisting of two groups: internal suppliers and external suppliers.

Answer: TRUE Diff: 1 Page Ref: 29 AACSB: Analytic Skills Objective: LO 3 48) Some firms serve both ultimate consumers and industrial consumers.

Answer: TRUE Diff: 1 Page Ref: 26 & 27 AACSB: Reflective Thinking Skills Objective: LO 3 49) The Greenbook is a directory of marketing research firms.

Answer: TRUE Diff: 2 Page Ref: 27 AACSB: Reflective Thinking Skills Objective: LO 3 50) Most of the research firms found in the Honomichl Global Top 25 and Honomichl Top 50 would qualify as full-service firms.

Answer: TRUE Diff: 1 Page Ref: 28 AACSB: Analytic Skills Objective: LO 3

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51) External supplier firms may be classified into the two categories of full service and field data service firms.

Answer: FALSE Diff: 1 Page Ref: 27 AACSB: Analytic Skills Objective: LO 3 52) Standardized service firms provide syndicated marketing research services, as opposed to syndicated data, to clients.

Answer: TRUE Diff: 2 Page Ref: 28 AACSB: Analytic Skills Objective: LO 3 53) Field service firms specialize in one or, at most, a few marketing research activities.

Answer: FALSE Diff: 2 Page Ref: 29 AACSB: Reflective Thinking Skills Objective: LO 3 54) Standardized service firms provide unique data to clients through a standardized service process.

Answer: TRUE Diff: 3 Page Ref: 28 AACSB: Analytic Skills Objective: LO 3 55) Customized service firms tailor research services to each client's specific needs.

Answer: TRUE Diff: 1 Page Ref: 29 AACSB: Analytic Skills Objective: LO 3 56) Eye Tracking Inc., which specializes in eye movement research, would be considered a specialized research technique firm.

Answer: TRUE Diff: 2 Page Ref: 30 AACSB: Analytic Skills Objective: LO 3 57) If you were to ask a sample of marketing researchers today what their biggest concern is, it would no doubt be "the future economy."

Answer: TRUE Diff: 1 Page Ref: 30 AACSB: Analytic Skills Objective: LO 4

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58) Marketing researchers have struggled with growing consumer resentment to their invasion of privacy.

Answer: TRUE Diff: 1 Page Ref: 31 AACSB: Analytic Skills Objective: LO 4 59) In evaluations conducted on the performance of the marketing research industry, the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactorily."

Answer: FALSE Diff: 2 Page Ref: 30 AACSB: Analytic Skills Objective: LO 4 60) The FTC's "do not call" registry has not been successful at all.

Answer: FALSE Diff: 1 Page Ref: 31 AACSB: Reflective Thinking Skills Objective: LO 4 61) One of the criticisms of marketing research is that there is a lack of creativity.

Answer: TRUE Diff: 1 Page Ref: 33 AACSB: Reflective Thinking Skills Objective: LO 4 62) Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by the government.

Answer: FALSE Diff: 1 Page Ref: 34 AACSB: Ethics Objective: LO 5 63) Deontologists analyze a given behavior in terms of its benefits and costs to society.

Answer: FALSE Diff: 2 Page Ref: 35 AACSB: Ethics Objective: LO 5 64) In teleology, if there are individual costs but group benefits, then there are net gains, and the behavior is judged to be ethical.

Answer: TRUE Diff: 2 Page Ref: 35 AACSB: Ethics Objective: LO 5 15 ..

65) Although they abound in other areas, codes of ethical behavior have yet to be proposed in the marketing research industry.

Answer: FALSE Diff: 1 Page Ref: 35 AACSB: Ethics Objective: LO 6 66) "Sugging" is considered unethical and illegal.

Answer: TRUE Diff: 3 Page Ref: 35 & 37 AACSB: Ethics Objective: LO 7 67) "Frugging" is considered unethical and illegal.

Answer: FALSE Diff: 3 Page Ref: 35 & 37 AACSB: Ethics Objective: LO 7 68) Since marketing research information is often used in making significant decisions, the opportunity exists for a lack of total objectivity in the research process.

Answer: TRUE Diff: 2 Page Ref: 37 AACSB: Ethics Objective: LO 7 69) Respondents may be deceived during the research process.

Answer: TRUE Diff: 2 Page Ref: 39 AACSB: Ethics Objective: LO 7 70) Issuing phony RFPs is considered unethical behavior.

Answer: TRUE Diff: 2 Page Ref: 39 AACSB: Ethics Objective: LO 7 71) Anonymity means that the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client.

Answer: FALSE Diff: 2 Page Ref: 40 AACSB: Reflective Thinking Skills Objective: LO 7

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72) Since recruiting and maintaining a panel of willing respondents is expensive and time consuming, "panel equity," or the value represented by the panel will likely become more important in the future.

Answer: TRUE Diff: 2 Page Ref: 40 AACSB: Reflective Thinking Skills Objective: LO 7

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Basic Marketing Research, 3e (Burns) Chapter 3 The Marketing Research Process -Defining the Problem and the Research Objectives 1) The marketing research process is presented to you in your text as: A) a "go-no go" process B) an eleven-step process C) a ten step process D) an inadequate way to view marketing research E) a six step process Answer: B Diff: 3 Page Ref: 47 AACSB: Analytic Skills Objective: LO 1 2) The last step in the marketing research process is to: A) prepare and present the final research report B) be sure you have an adequate sample size C) get approval to fund the research D) define the problem E) seek approval from the CIO Answer: A Diff: 1 Page Ref: 48 AACSB: Analytic Skills Objective: LO 1 3) Which of the following best represents what your author's have to say about the marketing research process?

A) It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research.

B) Since every research project is different, there aren't enough commonalities among them to lend credibility to such a list of steps known as the research process.

C) While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps.

D) There should be 15 steps in the list known as the marketing research process.

E) The list in your textbook is the approved list used by the MCA. Answer: C Diff: 3 Page Ref: 48-49 AACSB: Reflective Thinking Skills Objective: LO 1

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4) Establishing the need for marketing research: A) arises when managers must make decisions and they have inadequate information B) is determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm C) stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems D) should not come from a monitoring system but rather from management intuition E) should be determined only after the problem is clearly defined Answer: A Diff: 2 Page Ref: 49 AACSB: Reflective Thinking Skills Objective: LO 1 5) Which company policy regarding marketing research would be used by a firm to make sure that problems were spotted early?

A) A policy of not conducting marketing research B) A policy of conducting different types of studies on a continuous basis at specified intervals C) A policy regarding the use of certain types of studies being used whenever a particular situation occurs D) A policy of marketing research on an as needed basis E) none of the above Answer: B Diff: 3 Page Ref: 49-50 AACSB: Reflective Thinking Skills Objective: LO 1 6) When is marketing research not needed?

A) The information is already available.

B) The timing is wrong.

C) Funds are not available.

D) Marketing research is always needed.

E) A, B and C Answer: D Diff: 2 Page Ref: 51-52 AACSB: Reflective Thinking Skills Objective: LO 2

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7) Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?

A) A product is nearing the end of its life cycle.

B) The necessary information is already in the firm's internal reports.

C) Value can be estimated and a more informed decision may be made justifying or not justifying marketing research.

D) Marketing managers can quickly and inexpensively access the data.

E) both B and D Answer: A Diff: 3 Page Ref: 50 AACSB: Analytic Skills Objective: LO 2 8) What is the difference between the "problem" and the "research objective" in marketing research?

A) Functionally, there is no difference.

B) A problem is a situation that calls for managers to make a choice among alternatives; research objectives are totally dependent on the problem but they are different in that they state what the researcher must do.

C) A problem is a situation that calls for managers to make a choice among alternatives; research objectives are NOT totally dependent on the problem but they are different in that they state what the researcher must do.

D) A research objective is a situation that calls for managers to make a choice among alternatives; problems objectives are totally dependent on the problem but they are different in that they state what the researcher must do.

E) The two terms are so dissimilar, it is not possible to describe the difference.

Answer: C Diff: 2 Page Ref: 56-57 AACSB: Analytic Skills Objective: LO 3 9) Which of the following best describes research objectives?

A) When achieved, they provide a clear picture of the problem.

B) When achieved, they provide a basis for future research.

C) When achieved, they provide the necessary information to solve the problem at hand.

D) When achieved, the researcher may go on to the next step in the research process.

E) When achieved, they provide a basis for secondary data research.

Answer: C Diff: 3 Page Ref: 53 AACSB: Reflective Thinking Skills Objective: LO 3

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10) If the problem were defined as determining the level of customer satisfaction, a ________ could be to survey 400 users of product X and measure their level of satisfaction on six different attributes as well as measuring their likelihood of purchasing the product again.

A) research problem B) counterbalancing problem C) research description D) research objective E) starting point Answer: D Diff: 2 Page Ref: 57 AACSB: Reflective Thinking Skills Objective: LO 3 11) Which of the following is a type of research design?

A) Casual B) Exploratory C) Causal D) both A and B E) both B and C Answer: D Diff: 1 Page Ref: 53 AACSB: Analytic Skills Objective: LO 1 12) Which type of study is undertaken to describe factors?

A) Causal B) Descriptive C) Categorical D) Research project E) Laboratory Answer: A Diff: 3 Page Ref: 53 AACSB: Analytic Skills Objective: LO 1 13) Secondary data refers to: A) information collected for a purpose other than the study's original purpose B) information gathered specifically to serve the research objectives at hand C) information that is relatively easy to access D) information gathered by those whose primary job is marketing research E) data collected on primary product/service users Answer: B Diff: 2 Page Ref: 54 AACSB: Analytic Skills Objective: LO 1

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14) When a researcher must communicate with respondents which choice of data collection method may be selected?

A) have person ask questions B) use a computer to assist or to directly ask questions C) allow respondents to answer questions themselves D) any of the above may be selected E) none of the above may be selected Answer: D Diff: 2 Page Ref: 54 AACSB: Reflective Thinking Skills Objective: LO 1 15) When a researcher communicates with a respondent, what type of data collection form is used?

A) questionnaire B) observation form C) data sheets D) either A or C E) either A or B Answer: A Diff: 2 Page Ref: 54 AACSB: Analytic Skills Objective: LO 1 16) The sample plan refers to: A) the process used to select units from the population to be included in the sample B) the process used to select units from previous samples into the present sample C) the process used to select units from the population into a sample size formula D) the process used to select units from the population to be included in telephone surveys E) the process used to determine which members of the sample should be contacted Answer: A Diff: 2 Page Ref: 55 AACSB: Analytic Skills Objective: LO 1

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17) According to your textbook, which of the following is true regarding sample plans and size?

A) A sample consists of the entire group that the researcher wishes to make inferences about based upon information provided by the sample data.

B) Only objectives of the research determine which sample plan is to be used.

C) Sample plans describe how each sample element, or unit, is to be drawn from the total population.

D) The size of the sample is not particularly relevant to how accurately your sample results reflect values in the population.

E) A sample could be could be "all department stores within the greater Portland, Oregon, area."

Answer: C Diff: 2 Page Ref: 55 AACSB: Reflective Thinking Skills Objective: LO 1 18) The sample plan determines: A) how much the sample will cost B) how accurate the sample results will be C) which firm will be used to actually draw the sample from the population D) how representative the sample is E) which plan the company will follow in designing a strategic plan Answer: D Diff: 3 Page Ref: 55 AACSB: Analytic Skills Objective: LO 1 19) The sample size determines: A) how accurate the sample results will be B) how representative the sample is C) how much the sample will cost D) which firm will be used to actually draw the sample from the population E) if there is an adequate number to represent the entire population.

Answer: A Diff: 3 Page Ref: 55 AACSB: Analytic Skills Objective: LO 1 20) Errors in collecting data may be attributed to fieldworkers and respondents. What is important about these errors is that: A) researchers keep a list of all the errors that occur and report them in the "Error Report" B) researchers know the sources of these errors and their history C) researchers know the source and history of these errors and maintain a catalog of them D) researchers know the source of the errors and implement controls to minimize them E) researchers do NOT know the source of these errors but must watch for them carefully Answer: D Diff: 2 Page Ref: 55 AACSB: Reflective Thinking Skills Objective: LO 1 6 ..

21) According to your authors, using the statistical tools that present data in a form that satisfies research objectives is an objective of: A) sample plans B) data collection C) data manipulation D) data analysis E) all marketing research Answer: D Diff: 2 Page Ref: 56 AACSB: Analytic Skills Objective: LO 1 22) Lawrence Gibson would probably be considered an expert on: A) sample plans B) client billing C) data collection D) problem definition E) report writing Answer: A Diff: 3 Page Ref: 57 AACSB: Analytic Skills Objective: LO 5 23) Which of the following did the statistician Tukey coin as errors solving the wrong problem?

A) Type I errors B) Type II errors C) Type III errors D) Problematic errors E) Inconsistent errors Answer: C Diff: 2 Page Ref: 59 AACSB: Reflective Thinking Skills Objective: LO 4 24) Which source of a problem occurs when there is a gap existing between what was supposed to happen and what did happen?

A) An opportunity B) A marketing opportunity C) A failure to meet an objective D) A major problemA marketing failure E) A marketing failure Answer: C Diff: 2 Page Ref: 59 AACSB: Reflective Thinking Skills Objective: LO 5

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5) "Our sales were $X but could have been $Y had we introduced a new, more competitive product" is an example of what type of problem?

A) An opportunity B) A failure to meet an objective C) A major problem D) A marketing failure E) none of the above Answer: D Diff: 2 Page Ref: 59 AACSB: Reflective Thinking Skills Objective: LO 5 26) Which of the following is true regarding good managers and the need to recognize problem sources?

A) They will be aware of problems, or they will soon cease to hold management positions.

B) They will be setting objectives and have a control system in place to monitor performance.

C) They will have a control system in place that will alert them to situations where performance is not achieving desired objectives.

D) all of the above E) none of the above: this was not discussed in the book Answer: A Diff: 2 Page Ref: 60 AACSB: Analytic Skills Objective: LO 7 27) Which of the following will we use if the source of our problem is the failure to meet an objective?

A) A control system B) An opportunity identification system C) A marketing opportunity analysis D) An objectivity course E) none of the above Answer: A Diff: 2 Page Ref: 60 AACSB: Analytic Skills Objective: LO 7

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28) Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?

A) Symptoms are changes in the level of some key monitor that measures the achievement of an objective.

B) Symptoms are not the problem but the "signals" that alert us of the problem.

C) A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

D) all of the above E) both A and B Answer: D Diff: 3 Page Ref: 61 AACSB: Analytic Skills Objective: LO 6 29) One of the most successful publishing firms in college textbook history was started when Richard D. Irwin saw, while reading the U.S. Statistical Abstract, the rapid rise in college of business enrollments following World War II. This success was a result of Irwin recognizing: A) a failure to meet an objective B) a "symptom" as an opportunity C) a "symptom" of data analysis D) an environmental opportunity E) a "signal symptom" Answer: B Diff: 2 Page Ref: 61 AACSB: Reflective Thinking Skills Objective: LO 6 30) For managers to recognize an opportunity they must have a system for monitoring opportunities sometimes referred to as: A) monitoring access systems B) opportunity identification C) internal reporting analysis systems D) environmental opportunity analysis E) diagnosing opportunities Answer: B Diff: 2 Page Ref: 60 AACSB: Analytic Skills Objective: LO 7

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31) Which of the following is a key monitor that measures the achievement of an objective?

A) the triple crown B) metric C) symptom D) key-metric E) digital dashboard Answer: C Diff: 2 Page Ref: 61 AACSB: Analytic Skills Objective: LO 7 32) Which of the following best describes the role of the researcher in problem definition?

A) to help managers ensure they have properly defined the problem B) to help managers ensure they have properly defined the problem particularly when managers have not yet defined the problem in general terms C) to help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically D) the researcher should not be involved in problem definition but must remain totally objective E) none of the above - managers define problems and researchers carry out the research objectives Answer: C Diff: 3 Page Ref: 61 AACSB: Analytic Skills Objective: LO 8 33) To help managers properly define the problem the researcher may conduct their own investigation to develop alternative problem definitions. This additional investigation may take the form of what is called: A) a situation analysis B) the preliminary problem definition analysis C) the problem definition analysis D) a problem situation analysis E) an investigation of "preliminary proceedings" Answer: A Diff: 2 Page Ref: 62 AACSB: Reflective Thinking Skills Objective: LO 8

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34) In the world of research, RFP stands for: A) request for proposals B) research for profit C) research for problem D) request from production E) requests for problems Answer: A Diff: 2 Page Ref: 62 AACSB: Analytic Skills Objective: LO 8 35) Your text identified an ethical issue in marketing research by pointing out that it is unethical for a firm to send out phony ________ simply to get ideas for conducting their own research.

A) RFZ's B) RFD's C) RFP's D) RRR's E) RPF's Answer: C Diff: 2 Page Ref: 62 AACSB: Ethics Objective: LO 8 36) Which of the following questions should researchers ask when assessing symptoms?

A) Can the symptoms be corroborated by other factors identified in the situation analysis?

B) Are the symptoms aberrant?

C) Are the symptoms likely to occur again?

D) A and B E) all of the above Answer: E Diff: 3 Page Ref: 63 AACSB: Analytic Skills Objective: LO 8 37) When defining the problem it is important: A) to define the most likely possible causes B) to define at least ten possible causes C) to define all possible causes D) to assess nothing; you must define the cause E) none of the above; you are seeking to determine the problem, not causes Answer: C Diff: 2 Page Ref: 64 AACSB: Analytic Skills Objective: LO 8

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38) Which of the following is a possible decision alternative (as discussed in the book)?

A) Price changes B) Product modification C) Product improvement D) both B and C E) all of the above Answer: E Diff: 2 Page Ref: 64 AACSB: Reflective Thinking Skills Objective: LO 9 39) ________ are the results of marketing actions.

A) Assumptions B) Consequences C) Hypotheses D) Assertions E) Objectives Answer: B Diff: 1 Page Ref: 65 AACSB: Analytic Skills Objective: LO 9 40) When defining the problem the manager and the researcher make assertions that certain conditions exist or that certain reactions will take place if the considered solutions are implemented. These assertions are known as: A) problem definition assertions B) possible cause assertions C) reasonable doubts/reasonable assurances D) assumptions E) researcher assumptions Answer: D Diff: 2 Page Ref: 65 AACSB: Reflective Thinking Skills Objective: LO 9 41) ________ are important and deserve researcher attention because they are the glue that holds the decision process together.

A) Problem definition assertions B) Assumptions C) Possible cause assertions D) Reasonable doubts/reasonable assurances E) Hypotheses Answer: B Diff: 2 Page Ref: 65 AACSB: Analytic Skills Objective: LO 9 12 ..

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

A) Hypotheses B) Logical, projective statements C) Tentative statements D) Forecasts E) Objectives Answer: A Diff: 2 Page Ref: 50 AACSB: Analytic Skills Objective: LO 10 43) The quantity and quality of evidence a manager possesses for each of his or her assumptions is known as the: A) quantity and quality of evidence B) information gap C) information state D) hypothesis state E) hypothesis statement Answer: C Diff: 2 Page Ref: 82 AACSB: Analytic Skills Objective: LO 6 44) Differences between the current information state and the desired information state are known as: A) irreconcilable B) conflicting C) information gaps D) hypothetical differences E) stretches in assertions Answer: C Diff: 2 Page Ref: 66 AACSB: Analytic Skills Objective: LO 9 45) A(n) ________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.

A) research standard B) action rule C) action standard D) tipping point E) tipping line Answer: C Diff: 2 Page Ref: 70 AACSB: Analytic Skills Objective: LO 10 13 ..

46) Your authors list memory, relevance and believability as examples of ________.

A) standards B) actions C) assertions D) constructs E) consequences Answer: D Diff: 3 Page Ref: 68 AACSB: Reflective Thinking Skills Objective: LO 10 47) A(n) ________ is a definition of a construct.

A) research method B) standard definition C) problem statement D) hypothetical difference E) operational definition Answer: B Diff: 2 Page Ref: 69 AACSB: Reflective Thinking Skills Objective: LO 10 48) Which of the following is true of marketing MANAGERS? A) They are in staff positions.

B) They are trained in research techniques.

C) They are responsible for generating information.

D) They possess line positions.

E) none of the above Answer: D Diff: 3 Page Ref: 72 AACSB: Analytic Skills Objective: LO 8 49) In creating research objectives, researchers should keep which four important qualities of objectives in mind?

A) precise, operational, detailed, concise B) precise, objective, detailed, concise C) precise, operational, detailed, clear D) precise, operational, symptomatic, clear E) timely, cost-benefit, axiomatic, detailed Answer: C Diff: 3 Page Ref: 86 AACSB: Reflective Thinking Skills Objective: LO 7 - 8

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50) Which of the following is NOT true of a good research objective?

A) It specifies from whom information will be gathered.

B) It specifies what information (construct) is needed.

C) It should specify the unit of measurement used to gather the information.

D) It should word questions used to gather the information in the respondents' frame of reference.

E) It should word questions used to gather the information in the researchers' frame of reference.

Answer: E Diff: 2 Page Ref: 86 AACSB: Analytic Skills Objective: LO 10 51) Which of the following is an abstract idea inferred from specific instances that are thought to be related?

A) Abstract B) Abstract inference C) Construct D) Title abstract E) Inferred hypothesis Answer: C Diff: 2 Page Ref: 68 AACSB: Analytic Skills Objective: LO 10 52) It has been said that the only thing worse than having a problem is to have a problem and not be aware that you have it!

Answer: TRUE Diff: 1 Page Ref: 60 AACSB: Reflective Thinking Skills Objective: LO 1 53) "Preparing Graphs and Bar Charts" is one of the twelve basic steps in the marketing research process.

Answer: FALSE Diff: 2 Page Ref: 48 AACSB: Analytic Skills Objective: LO 1 54) Each and every step (in the ten step research process) should be followed in a step-by-step fashion in order to ensure a quality research project.

Answer: FALSE Diff: 3 Page Ref: 49 AACSB: Reflective Thinking Skills Objective: LO 1

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55) Most research projects do not follow an orderly, sequential process.

Answer: TRUE Diff: 1 Page Ref: 49 AACSB: Analytic Skills Objective: LO 1 56) The need for marketing research is affected by the company policy toward its use.

Answer: TRUE Diff: 1 Page Ref: 49 AACSB: Analytic Skills Objective: LO 1 57) Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early.

Answer: TRUE Diff: 2 Page Ref: 49 AACSB: Reflective Thinking Skills Objective: LO 1 58) When costs of doing research outweigh the value of the information generated by the research, research should not be performed.

Answer: TRUE Diff: 2 Page Ref: 52 AACSB: Reflective Thinking Skills Objective: LO 2 59) When information is not available, the researcher should consider conducting marketing research.

Answer: TRUE Diff: 2 Page Ref: 50 AACSB: Reflective Thinking Skills Objective: LO 2 60) Research objectives, when achieved, provide the information necessary to choose between decision alternatives.

Answer: TRUE Diff: 2 Page Ref: 53 AACSB: Analytic Skills Objective: LO 3 61) Causal research is often undertaken to help clearly define a problem.

Answer: FALSE Diff: 3 Page Ref: 54 AACSB: Reflective Thinking Skills Objective: LO 1

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62) Exploratory research is often undertaken to help clearly define a problem.

Answer: TRUE Diff: 3 Page Ref: 53 AACSB: Reflective Thinking Skills Objective: LO 1 63) Causal research designs are called experiments.

Answer: TRUE Diff: 2 Page Ref: 54 AACSB: Analytic Skills Objective: LO 1 64) Primary data refers to information that has already been collected.

Answer: FALSE Diff: 1 Page Ref: 54 AACSB: Analytic Skills Objective: LO 1 65) Secondary data, as is implied by its name, should always be sought second.

Answer: FALSE Diff: 2 Page Ref: 54 AACSB: Analytic Skills Objective: LO 1 66) Methods of accessing external secondary data are relatively easy compared to accessing primary data.

Answer: TRUE Diff: 2 Page Ref: 54 AACSB: Reflective Thinking Skills Objective: LO 1 67) Questionnaires are used for studies in which respondents are asked questions and when respondents are observed.

Answer: TRUE Diff: 2 Page Ref: 54 AACSB: Reflective Thinking Skills Objective: LO 1 68) Determining the sample size refers to how we draw sample elements from the census.

Answer: FALSE Diff: 1 Page Ref: 55 AACSB: Analytic Skills Objective: LO 1

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69) Errors that occur during data collection may be attributed to fieldworkers or to respondents.

Answer: TRUE Diff: 2 Page Ref: 55 AACSB: Reflective Thinking Skills Objective: LO 1 70) Validation means that 10% (the industry standard) of all respondents in a marketing research study are randomly selected, recontacted, and asked if they indeed took part in a research study.

Answer: TRUE Diff: 2 Page Ref: 55 AACSB: Analytic Skills Objective: LO 1 71) The research report is very important, because it is often the client's only record of the research project.

Answer: TRUE Diff: 1 Page Ref: 56 AACSB: Reflective Thinking Skills Objective: LO 1 72) According to your authors' definition problems are situations that call for managers to make choices among alternatives.

Answer: TRUE Diff: 2 Page Ref: 57 AACSB: Reflective Thinking Skills Objective: LO 3 73) Because knowledge is worthy just for the sake of knowledge, it's okay for managers to conduct marketing research just "to know something."

Answer: FALSE Diff: 2 Page Ref: 57 AACSB: Reflective Thinking Skills Objective: LO 2 74) Research objectives are totally dependent on the problem.

Answer: TRUE Diff: 1 Page Ref: 57 AACSB: Reflective Thinking Skills Objective: LO 3 75) A research objective should specify from whom information is to be gathered.

Answer: TRUE Diff: 1 Page Ref: 57 AACSB: Reflective Thinking Skills Objective: LO 3 18 ..

76) The statistician Tukey coined Type II errors as those made solving the wrong problem.

Answer: FALSE Diff: 3 Page Ref: 59 AACSB: Reflective Thinking Skills Objective: LO 4 77) Though very important, properly defining the problem is not the most important step in the marketing research process.

Answer: FALSE Diff: 2 Page Ref: 59 AACSB: Reflective Thinking Skills Objective: LO 4 78) Marketing opportunities create problems for managers because they must determine whether and how to respond to take advantage of the opportunity.

Answer: TRUE Diff: 2 Page Ref: 60 AACSB: Reflective Thinking Skills Objective: LO 5 79) Sales calls below target are an example of a gap between what is supposed to happen and did happen.

Answer: TRUE Diff: 2 Page Ref: 59 AACSB: Analytic Skills Objective: LO 5 80) An increase in sales if product features are changed is an example of a gap between what is supposed to happen and did happen.

Answer: FALSE Diff: 2 Page Ref: 59 AACSB: Reflective Thinking Skills Objective: LO 5 81) Both situations, “failure to meet an objective” and “opportunity,” have the same consequence for managers.

Answer: TRUE Diff: 2 Page Ref: 60 AACSB: Analytic Skills Objective: LO 5

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82) A good MIS will provide management with symptoms that performance for a particular objective is not at a desirable level long before a predetermined date on which the objective is to be assessed.

Answer: TRUE Diff: 1 Page Ref: 60 AACSB: Reflective Thinking Skills Objective: LO 6 83) A demographic forecast that the number of teenagers will decrease dramatically over the next ten years may be symptomatic of an opportunity to create new drugs designed for teenage problems such as acne or weight issues.

Answer: FALSE Diff: 2 Page Ref: 861 AACSB: Reflective Thinking Skills Objective: LO 6 84) When managers recognize there is a problem, they must define the problem by identifying the decision alternatives.

Answer: TRUE Diff: 1 Page Ref: 61 AACSB: Analytic Skills Objective: LO 7 85) When managers have already defined the problem prior to calling upon researchers, then researchers must resist the temptation to go along with the first definition suggested.

Answer: FALSE Diff: 2 Page Ref: 61 AACSB: Reflective Thinking Skills Objective: LO 8 86) Researchers may gain additional information necessary to define the problem properly by conducting a situation analysis.

Answer: TRUE Diff: 2 Page Ref: 62 AACSB: Analytic Skills Objective: LO 8 87) An "ITB" in research is an "invitation to buy."

Answer: FALSE Diff: 3 Page Ref: 62 AACSB: Analytic Skills Objective: LO 8

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88) An "RFP" in research is a "request for proposal."

Answer: TRUE Diff: 2 Page Ref: 62 AACSB: Analytic Skills Objective: LO 8 89) Upon validating the symptoms, the researcher is now ready to examine their causes..

Answer: TRUE Diff: 2 Page Ref: 63 AACSB: Reflective Thinking Skills Objective: LO 8 90) There is always some cause(s) to change. However, researchers only must determine the very likely causes to change in properly defining the problem.

Answer: FALSE Diff: 2 Page Ref: 64 AACSB: Reflective Thinking Skills Objective: LO 8 91) Essentially, possible decision alternatives include any marketing action that the marketing manager thinks may resolve the problem.

Answer: TRUE Diff: 1 Page Ref: 64 AACSB: Reflective Thinking Skills Objective: LO 7 92) Even if we know the consequence, we still need marketing research.

Answer: FALSE Diff: 1 Page Ref: 65 AACSB: Reflective Thinking Skills Objective: LO 9 93) Hypotheses are used to generate theory and laws and they have no place in problem definition.

Answer: FALSE Diff: 2 Page Ref: 67 AACSB: Reflective Thinking Skills Objective: LO 10 94) When current information falls short of desired information there is an information gap.

Answer: TRUE Diff: 2 Page Ref: 66 AACSB: Analytic Skills Objective: LO 9

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95) Whenever there is an information gap that is relevant to the problem, the researcher and manager come to agree that the information needed to close the gap is a research objective.

Answer: TRUE Diff: 2 Page Ref: 66 AACSB: Analytic Skills Objective: LO 9 96) Researchers realize that, when formulating research objectives, the information requested of respondents must be worded using the researchers' frame of reference.

Answer: FALSE Diff: 2 Page Ref: 70 AACSB: Analytic Skills Objective: LO 10 97) The marketing research proposal serves one main function: it states the problem.

Answer: FALSE Diff: 2 Page Ref: 72 AACSB: Analytic Skills Objective: LO 1 98) An operational definition is necessary for a construct to be measured empirically.

Answer: TRUE Diff: 2 Page Ref: 69 AACSB: Reflective Thinking Skills Objective: LO 10 99) A construct provides us with a mental concept that represents real-world phenomena and, while useful to build complex theories, has no place in defining marketing research problems.

Answer: FALSE Diff: 2 Page Ref: 68 AACSB: Analytic Skills Objective: LO 10

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Basic Marketing Research, 3e (Burns) Chapter 4 Research Design Alternatives and Qualitative Research 1) The convenience store example discussed in your textbook illustrates that when we don't know what problem is, we should use: A) problem definition websites B) experiments C) internal supplier firms D) exploratory research E) descriptive research Answer: D Diff: 2 Page Ref: 78 AACSB: Reflective Thinking Skills Objective: LO 1 2) When is it appropriate for marketing researchers to consider selecting a research design?

A) never; clients determine the research design B) before collecting data but after data analysis C) after thoroughly considering the problem and the research objectives D) this should be one of the very first decisions researchers make even before the initial client meeting E) after collecting data Answer: C Diff: 2 Page Ref: 80 AACSB: Reflective Thinking Skills Objective: LO 1 3) A(n) ________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

A) research design B) exploratory study C) research plan D) sample description E) research action plan Answer: A Diff: 2 Page Ref: 80 AACSB: Reflective Thinking Skills Objective: LO 1

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4) Which of the following is most accurate?

A) The uniqueness of every problem situation precludes applying research designs.

B) Though every problem is unique there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to use to resolve the problem.

C) Every problem is so unique there are not enough similarities among problems and objectives to allow us to make any advance decisions about the best plan to use to resolve the problem.

D) Since research standards are standard, actions determining the research design may be preplanned.

E) none of the above are accurate Answer: B Diff: 2 Page Ref: 81 AACSB: Reflective Thinking Skills Objective: LO 1 5) How many categories are research designs classified into?

A) 4 B) 2 C) 3 D) 6 E) There is no specific number of research design categories.

Answer: B Diff: 1 Page Ref: 81 AACSB: Reflective Thinking Skills Objective: LO 1 6) The various types of research design include: A) exploratory, exploitive, and competitive B) deductive, descriptive, and exploitive C) exploratory, causal, and competitive D) exploratory, descriptive, and causal E) action, standard, experiential Answer: D Diff: 1 Page Ref: 81 AACSB: Analytic Skills Objective: LO 1 7) Which of the following is the order in which research designs should be carried out?

A) exploratory-descriptive-causal B) descriptive-exploratory-causal C) causal-descriptive-exploratory D) causal-exploratory-descriptive E) There is no step-by-step fashion for which order to use research designs.

Answer: E Diff: 2 Page Ref: 81 AACSB: Analytic Skills Objective: LO 1 2 ..

8) Which of the following is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem?

A) Casual research B) Exploratory research C) Causal research D) Descriptive research E) either A or D Answer: B Diff: 2 Page Ref: 81 AACSB: Analytic Skills Objective: LO 2 9) If the research objective helps to determine terms and concepts, it is likely that the most appropriate research design would be: A) exploitive B) exploratory C) deductive D) causal E) standard Answer: B Diff: 2 Page Ref: 82 AACSB: Reflective Thinking Skills Objective: LO 2 10) Which of the following is not true of secondary data, or information?

A) They have been collected for a purpose.

B) They are almost always a part of a marketing research project.

C) They are widespread and readily available.

D) They are difficult to find because you must first petition the researcher to get the data.

E) You can conduct a search for secondary information on virtually any topic quickly and efficiently.

Answer: D Diff: 2 Page Ref: 83 AACSB: Reflective Thinking Skills Objective: LO 1

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11) What type of research is unstructured and informal?

A) deductive B) exploratory C) causal D) exploitive E) custom, non-standard Answer: B Diff: 1 Page Ref: 81 AACSB: Analytic Skills Objective: LO 2 12) If you were gathering information from those thought to be knowledgeable on the issues relevant to the research problem, you would probably be using which method of exploratory research?

A) Secondary data analysis B) Experience surveys C) Case analysis D) Longitudinal studies E) Cross-sectional studies Answer: B Diff: 2 Page Ref: 83 AACSB: Reflective Thinking Skills Objective: LO 2 13) Which of the following would be a question that we would try to answer with descriptive research?

A) Who are our customers?

B) What brands do our customers buy?

C) When do our customers shop?

D) How did our customers find out about our products?

E) all of the above Answer: E Diff: 1 Page Ref: 84 AACSB: Reflective Thinking Skills Objective: LO 3 14) Appropriate methods for conducting exploratory research would include: A) secondary data analysis B) experience surveys C) case analysis D) only A and B E) all of the above Answer: E Diff: 2 Page Ref: 83 AACSB: Analytic Skills Objective: LO 2 4 ..

15) The process of searching for and interpreting existing information relevant to the research problem can be described as: A) an experience survey B) secondary data analysis C) causal analysis D) exploitive research E) focus group research Answer: B Diff: 1 Page Ref: 83 AACSB: Analytic Skills Objective: LO 2 16) Which of the following is true of longitudinal studies?

A) They measure units from a sample of the population at only one point in time.

B) They are often described as "snapshots" of the population.

C) They include "sample surveys."

D) They are prevalent in marketing research, outnumbering cross-sectional and causal studies.

E) They repeatedly measure the same sample units of a population over a period of time.

Answer: E Diff: 3 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 17) Which of the following is a type of exploratory research which refers to a review of available information about a former situation(s) that has some similarities to the present research problem?

A) secondary data analysis B) experience surveys C) case analysis D) projective techniques E) focus group research Answer: C Diff: 1 Page Ref: 83 AACSB: Analytic Skills Objective: LO 2

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18) How should researchers determine if case analysis is an appropriate component of exploratory research?

A) They ask themselves questions to determine the relevance of prior cases.

B) They determine how similar phenomena in the past is with phenomena in the present.

C) it is not necessary to determine appropriateness, because case analysis should always be included in D) Both A and B are correct.

E) None of the above are correct.

Answer: D Diff: 3 Page Ref: 83 AACSB: Reflective Thinking Skills Objective: LO 2 19) Which type of panel asks members the same questions on each panel measurement?

A) Continuous panels B) Discontinuous panels C) Repeated panels D) Repeated measures panels E) Small group panels Answer: A Diff: 1 Page Ref: 85 AACSB: Analytic Skills Objective: LO 3 20) Although focus groups should encourage open, free-wheeling information, who has the task of ensuring that the conversation stays focused?

A) focus group manager B) focus group moderator C) focus group gate keeper D) quantitative research assistant (QRA) E) none of the above Answer: B Diff: 1 Page Ref: 95 AACSB: Analytic Skills Objective: LO 6 21) Which of the following is NOT true?

A) Focus group companies often use clubs or church group lists from which to recruit participants.

B) Focus group participants are NOT paid.

C) Focus groups constitute representative samples.

D) Focus groups generate fresh ideas.

E) Focus groups allow clients to observe their participants.

Answer: C Diff: 3 Page Ref: 95-96 AACSB: Analytic Skills Objective: LO 6 6 ..

22) Which of the following would be considered to be qualitative research studies?

A) depth interviews B) protocol analysis C) projective techniques D) ethnographic research E) all of the above Answer: E Diff: 2 Page Ref: 93 AACSB: Reflective Thinking Skills Objective: LO 6 23) Non-traditional focus groups differ from traditional focus groups in that: A) they are not restricted to 6 to 12 persons meeting in a dedicated room with one-way mirrors for client viewing B) they are not certifiable by the Qualitative Research Consultants association C) they are run by clients for clients D) they are run only by qualified QRC's E) they are not quantifiable Answer: A Diff: 2 Page Ref: 95 AACSB: Reflective Thinking Skills Objective: LO 6 24) Which of the following is NOT an advantage of a focus group?

A) generate fresh ideas B) allow clients to observe their participants C) allow easy access to special respondent groups such as lawyers and doctors D) produce quantifiable results suitable for statistical testing E) can provide information on a wide variety of issues Answer: D Diff: 2 Page Ref: 96 AACSB: Reflective Thinking Skills Objective: LO 6 25) Which of the following is NOT true of depth interviews?

A) They are especially useful when the researcher wants to understand decision making on the individual level.

B) A trained interviewer is used.

C) Interviews cannot be conducted in the participants' homes.

D) The respondent is not influenced by others, as in a focus group.

E) They are especially useful when the researcher wants to understand how products are used.

Answer: C Diff: 3 Page Ref: 96 AACSB: Reflective Thinking Skills Objective: LO 6

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26) Which of the following is NOT a projective technique?

A) Word-association test B) Protocol analysis C) Sentence-completion test D) Balloon test E) Role-playing activity Answer: A Diff: 2 Page Ref: 98, 100 AACSB: Reflective Thinking Skills Objective: LO 6 27) What is the general purpose of projective techniques?

A) to gain information through small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion B) to explore hidden consumer motives for buying goods and services, by asking respondents to project themselves into a situation C) to review available information about a former situation that has some similarities to the present research problem D) to gather information from those thought to be knowledgeable on the issues relevant to the projective research problem E) to project answers from focus group participants to a much larger population Answer: B Diff: 3 Page Ref: 97 AACSB: Analytic Skills Objective: LO 6 28) Which of the following involves placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision?

A) Word-association test B) Protocol analysis C) Sentence-completion test D) Balloon test E) Role-playing activity Answer: A Diff: 2 Page Ref: 84 AACSB: Reflective Thinking Skills Objective: LO 6

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29) What type of research design should a marketing researcher use to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

A) exploratory research B) causal research C) explicit research D) descriptive research E) population research Answer: D Diff: 2 Page Ref: 84 AACSB: Reflective Thinking Skills Objective: LO 3 30) Descriptive studies are conducted to: A) specify the causality in the problem B) describe previous findings in similar problems C) answer who, what, when, where, and how questions D) describe secondary data from previous studies E) all of the above Answer: C Diff: 2 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 31) What are the two basic types of studies that are categorized as descriptive research?

A) focus groups and case analysis B) longitudinal studies and case analysis C) longitudinal studies and cross-sectional studies D) focus groups and cross-sectional studies E) population research and cross-sectional research Answer: C Diff: 2 Page Ref: 85 AACSB: Analytic Skills Objective: LO 3 32) What type of descriptive research study measures units from a sample of the population at only one point in time?

A) sample surveys B) cross-sectional studies C) longitudinal studies D) population research E) Both B and C are correct.

Answer: B Diff: 1 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 9 ..

33) Omnibus means: A) including or covering many things or classes B) syndicated data C) developing an understanding of a phenomenon in terms of "if-then" conditional statements D) searching for and interpreting existing information relevant to the research problem E) taking long periods of time to complete Answer: A Diff: 2 Page Ref: 85 AACSB: Analytic Skills Objective: LO 3 34) A panel of respondents is often used in which type of study?

A) cross-sectional B) longitudinal C) sample survey D) case analysis E) population research Answer: B Diff: 2 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 35) Discontinuous panels are sometimes called ________ panels.

A) inquisitional B) repeatability C) population D) sample E) omnibus Answer: E Diff: 2 Page Ref: 85 AACSB: Analytic Skills Objective: LO 3 36) What type of panel would be used to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next?

A) inquisitional panel B) discontinuous panel C) population panel D) continuous panel E) repeatability panel Answer: B Diff: 3 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 3

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37) What type of panel should be used in brand-switching studies?

A) repeatability panel B) inquisitional panel C) discontinuous panel D) population panel E) continuous panel Answer: E Diff: 3 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 3 38) What is the purpose of a market tracking study?

A) to measure some variable of interest, such as market share or unit sales over time B) to determine if consumers switched brands from one time period to the next C) to determine the relationship between several variables D) to search for and interpret existing information relevant to the research problem E) to track causality Answer: A Diff: 1 Page Ref: 85 AACSB: Analytic Skills Objective: LO 3 39) What type of research design should a researcher use if he/she wishes to determine the effect of a change in price on the sales of a particular brand?

A) exploitive B) longitudinal C) exploratory D) after-only E) causal Answer: E Diff: 1 Page Ref: 86 AACSB: Reflective Thinking Skills Objective: LO 4 40) Which of the following is a good description of causality?

A) understanding a phenomenon in terms of conditional statements of the form "If x, then y."

B) a very casual understanding of a topic C) understanding a phenomenon in terms of two phenomena occurring at the same time D) understanding of two phenomena that never occur at the same time E) none of the above Answer: E Diff: 1 Page Ref: 85 AACSB: Analytic Skills Objective: LO 4

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41) In an experiment, which type of variable does a researcher have control over and wish to manipulate?

A) dependent variables B) independent variables C) extraneous variables D) exploitive variables E) reliable variables Answer: B Diff: 2 Page Ref: 86 AACSB: Analytic Skills Objective: LO 4 42) When a variable exerts influence on the dependent variable and is not an independent variable we refer to it as a(an): A) influencing variable B) unwanted variable C) complex variable D) extraneous variable E) reliable variable Answer: D Diff: 3 Page Ref: 86 AACSB: Analytic Skills Objective: LO 4 43) An experiment is defined as: A) something men and/or women in white coats do B) manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional complex variables C) manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional extraneous variables D) manipulating a dependent variable to see how it affects an independent variable, while also controlling for the effects of additional complex variables E) controlling for the effects of reliable variables on dependent variables Answer: C Diff: 3 Page Ref: 86 AACSB: Analytic Skills Objective: LO 4

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44) A procedure for ensuring that the change in the dependent variable may be solely attributed to the change in the independent variable is called: A) an experimental design B) a variable design C) a procedural design D) a design procedure E) a change procedure Answer: A Diff: 1 Page Ref: 87 AACSB: Analytic Skills Objective: LO 4 45) Which of the following symbols represents the experimental effect?

A) O B) X C) C D) E E) none of the above Answer: D Diff: 1 Page Ref: 87 AACSB: Analytic Skills Objective: LO 4 46) Which of the following symbols represents the measurement of the dependent variable?

A) O B) X C) C D) M E) none of the above Answer: A Diff: 1 Page Ref: 87 AACSB: Analytic Skills Objective: LO 4 47) Which of the following symbols represents the change or manipulation of the independent variable?

A) O B) X C) C D) I E) M Answer: B Diff: 1 Page Ref: 87 AACSB: Analytic Skills Objective: LO 4

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48) What makes an experimental design a "true" experimental design?

A) There are no "false" variables.

B) It truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables.

C) It is performed by a certified marketing researcher.

D) both A and C E) none of the above Answer: B Diff: 1 Page Ref: 88 AACSB: Reflective Thinking Skills Objective: LO 4 49) Which of the following designs represents the Before-After with Control Group design?

A) X - O – C B) E = I X O C) E = O X O D) X=BXOOA E) none of the above Answer: E Diff: 3 Page Ref: 88 AACSB: Analytic Skills Objective: LO 4 50) In experimental designs an R stands for: A) restricted use of complex variables B) random assignment of research subjects (e.g. stores) to groups (experimental and control) C) random assignment of treatments to either the independent or the dependent variables D) the reliable variable E) There is no R in experimental design terminology.

Answer: B Diff: 2 Page Ref: 87 AACSB: Analytic Skills Objective: LO 4 51) How can it be determined if an experiment is valid?

A) The observed change in the dependent variable is in fact due to the independent variable.

B) The results of the experiment apply to the real world outside the experimental setting.

C) The results do not account for the effects of extraneous variables.

D) Both A and B are correct.

E) A, B, and C are correct.

Answer: D Diff: 3 Page Ref: 89 AACSB: Reflective Thinking Skills Objective: LO 4

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52) ________ is concerned with the extent to which the change in the dependent variable was actually due to the independent variable.

A) Representativeness B) External validity C) Internal validity D) Measurement E) Validation Answer: C Diff: 1 Page Ref: 89 AACSB: Analytic Skills Objective: LO 4 53) What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment IS generalizable to the real world?

A) internal validity B) external validity C) extraneous validity D) causal validity E) face validity Answer: B Diff: 1 Page Ref: 89 AACSB: Analytic Skills Objective: LO 4 54) Which of the following is a type of experiment mentioned in your textbook?

A) Laboratory B) Field C) Controlled D) Standard E) both A and B Answer: E Diff: 1 Page Ref: 89 AACSB: Analytic Skills Objective: LO 4

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55) What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

A) laboratory experiment B) field experiment C) extraneous experiment D) government experiment E) art-con experiment Answer: A Diff: 2 Page Ref: 89 AACSB: Analytic Skills Objective: LO 4 56) What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?

A) extraneous experiment B) laboratory experiment C) causal experiment D) longitudinal experiment E) field experiment Answer: E Diff: 1 Page Ref: 90 AACSB: Analytic Skills Objective: LO 4 57) Which of the following is a potential use of test marketing?

A) to test the sales potential for a new product B) to test variations in the marketing mix for a product C) to test the sales potential for a new service D) all of the above E) none of the above Answer: D Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5

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58) Which of the following describes a standard test market?

A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.

C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services.

D) 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.

E) none of the above Answer: A Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 59) Which of the following describes a controlled test market?

A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.

C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services.

D) 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.

E) none of the above Answer: B Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 60) Which of the following describes an electronic test market?

A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.

C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services.

D) 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.

E) none of the above Answer: C Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 17 ..

61) Which of the following describes a simulated test market?

A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.

C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services.

D) 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.

E) none of the above Answer: D Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 62) Of the following, which is a potential disadvantage of using a simulated test market?

A) It is not as accurate as full scale test markets.

B) The distribution network may or may not properly represent the firm's actual distribution system.

C) It is often very time consuming and expensive.

D) They allow competitors to acquire knowledge of the test.

E) all of the above Answer: A Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 63) Which of the following best represents the criteria discussed by your authors to be used in selection of a test market city?

A) representativeness, isolation and cost B) representativeness, existing company presence, control of promotion C) representativeness, isolation and control of distribution and promotion D) representativeness, cost and control of competitor's intelligence E) representativeness, cost and ability to meet the federal codes regulating test markets Answer: C Diff: 3 Page Ref: 91 AACSB: Analytic Skills Objective: LO 5

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64) Which of the following best represents the disadvantages of conducting test markets as discussed by your authors?

A) cost, competitor intervention, and government regulations of test markets B) fallibility of results, cost, exposure of product/service to competition and ethical issues C) cost, delay in getting to the market first, competitive awareness of the product/service D) inability to test marketing mix variables E) disadvantages were not discussed in your book Answer: B Diff: 3 Page Ref: 92 AACSB: Reflective Thinking Skills Objective: LO 5 65) Which of the following is true of quantitative research?

A) It is sometimes referred to as "survey research."

B) It often involves a sizable representative sample of the population.

C) Data format and sources are clear and well defined.

D) Its purpose is very specific.

E) all of the above Answer: E Diff: 2 Page Ref: 91 AACSB: Analytic Skills Objective: LO 6 66) How many general ways for organizing observations are there?

A) 2 B) 3 C) 4 D) 5 E) 6 Answer: C Diff: 3 Page Ref: 93 AACSB: Reflective Thinking Skills Objective: LO 6 67) With ________, the researcher observes the effects or results of the behavior rather than the behavior itself.

A) indirect observation B) disguised observation C) undisguised research D) direct observation E) guided observation Answer: A Diff: 1 Page Ref: 95 AACSB: Analytic Skills Objective: LO 6

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68) Every research problem is unique.

Answer: TRUE Diff: 1 Page Ref: 80 AACSB: Reflective Thinking Skills Objective: LO 1 69) Knowledge of research design is helpful because certain designs can be matched with certain problems and this provides a blueprint for the researcher.

Answer: TRUE Diff: 2 Page Ref: 80 AACSB: Reflective Thinking Skills Objective: LO 1 70) The four research designs are exploratory, exploitive, descriptive and longitudinal.

Answer: FALSE Diff: 1 Page Ref: 81 AACSB: Analytic Skills Objective: LO 1 71) Research design should be considered solely a step-by-step process.

Answer: FALSE Diff: 1 Page Ref: 81 AACSB: Reflective Thinking Skills Objective: LO 1 72) Research designs should always be carried out, one after another, in the following order: exploratory, descriptive and longitudinal.

Answer: FALSE Diff: 2 Page Ref: 81 AACSB: Analytic Skills Objective: LO 1 73) Exploratory research is often carried out at the outset of research projects.

Answer: TRUE Diff: 2 Page Ref: 81 AACSB: Reflective Thinking Skills Objective: LO 2 74) Descriptive research is best utilized when little is known about the problem.

Answer: FALSE Diff: 1 Page Ref: 81 AACSB: Reflective Thinking Skills Objective: LO 2

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75) Exploratory research can also be beneficial in the formulation of hypotheses.

Answer: TRUE Diff: 2 Page Ref: 82 AACSB: Analytic Skills Objective: LO 2 76) Exploratory research can be used to help define terms such as understanding exactly what bank image is.

Answer: TRUE Diff: 1 Page Ref: 82 AACSB: Reflective Thinking Skills Objective: LO 2 77) Causal research is best utilized to define terms.

Answer: FALSE Diff: 1 Page Ref: 82 AACSB: Reflective Thinking Skills Objective: LO 2 78) One method of conducting exploratory research is through secondary data analysis.

Answer: TRUE Diff: 1 Page Ref: 83 AACSB: Analytic Skills Objective: LO 2 79) Experience surveys differ from surveys conducted as part of descriptive research in that there is usually no formal attempt to ensure that the survey results are representative of any defined group of subjects.

Answer: TRUE Diff: 2 Page Ref: 83 AACSB: Reflective Thinking Skills Objective: LO 2 80) Usually, there are few research situations that have some similarities to past situations.

Answer: FALSE Diff: 2 Page Ref: 83 AACSB: Reflective Thinking Skills Objective: LO 2 81) Focus groups are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.

Answer: TRUE Diff: 2 Page Ref: 95 AACSB: Analytic Skills Objective: LO 6 21 ..

82) Focus groups represent 85% to 90% of the total money spent on qualitative research.

Answer: TRUE Diff: 2 Page Ref: 95 AACSB: Reflective Thinking Skills Objective: LO 6 83) The moderator's task in a focus group is to allow openness among the respondents and to never try to focus them on some general area of interest.

Answer: FALSE Diff: 2 Page Ref: 95 AACSB: Analytic Skills Objective: LO 6 84) Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say.

Answer: TRUE Diff: 2 Page Ref: 95 AACSB: Analytic Skills Objective: LO 6 85) Placing a person in a decision making setting and asking them to verbalize everything they consider when making a purchase decision is called ethnographic research.

Answer: FALSE Diff: 2 Page Ref: 97 AACSB: Analytic Skills Objective: LO 6 86) Moderators are often referred to as Qualitative Research Consultants (QRs or QRCs).

Answer: TRUE Diff: 2 Page Ref: 95 AACSB: Reflective Thinking Skills Objective: LO 6 87) One major advantage of focus groups is that they may be directed at understanding a wide variety of issues such as reactions to a new food product, brand logo, or television ad.

Answer: TRUE Diff: 2 Page Ref: 96 AACSB: Reflective Thinking Skills Objective: LO 6 88) One major disadvantage of focus groups is that they may not be directed at understanding a wide variety of issues such as reactions to a new food product, brand logo, or television ad.

Answer: FALSE Diff: 2 Page Ref: 96 AACSB: Analytic Skills Objective: LO 6 22 ..

89) Focus groups should be used when the research objective is to predict rather than describe.

Answer: FALSE Diff: 3 Page Ref: 96 AACSB: Analytic Skills Objective: LO 6 90) Focus groups should not be used when there is a need to have data representative of a large population.

Answer: TRUE Diff: 2 Page Ref: 96 AACSB: Reflective Thinking Skills Objective: LO 6 91) Laddering is a technique used in in-depth interviews in an attempt to discover how product attributes are associated with desired consumer values.

Answer: TRUE Diff: 2 Page Ref: 97 AACSB: Reflective Thinking Skills Objective: LO 6 92) Projective techniques involve placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.

Answer: TRUE Diff: 2 Page Ref: 97 AACSB: Analytic Skills Objective: LO 6 93) Projective techniques are so called because they ask participants to project themselves into some situation and to then respond to specific questions about that situation.

Answer: TRUE Diff: 2 Page Ref: 97 AACSB: Reflective Thinking Skills Objective: LO 6 94) With a cartoon test, participants are asked to pretend they are a "third person," such as a friend or neighbor, and to describe how they would act in a certain situation or to a specific statement.

Answer: FALSE Diff: 1 Page Ref: 100 AACSB: Reflective Thinking Skills Objective: LO 6

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95) Descriptive research is desirable when we wish to project a study's findings to a larger population.

Answer: TRUE Diff: 2 Page Ref: 84 AACSB: Reflective Thinking Skills Objective: LO 3 96) Descriptive research asks who, what, where, when and how; it also provides conclusive answers to why and therefore, descriptive research establishes causality.

Answer: FALSE Diff: 3 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 97) Sample surveys are classified as descriptive, cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population.

Answer: TRUE Diff: 3 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 98) Longitudinal studies are called such because they are long, very complex surveys taken at one point in time but taking several months to complete the data analysis.

Answer: FALSE Diff: 1 Page Ref: 84 AACSB: Analytic Skills Objective: LO 3 99) Online research created the opportunity for several new companies to emerge, offering panels recruited to respond to online queries.

Answer: TRUE Diff: 2 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 3 100) Continuous panels provide data that may be used for brand-switching studies.

Answer: TRUE Diff: 3 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 3 101) Continuous panels are sometimes called omnibus panels.

Answer: FALSE Diff: 3 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 3 24 ..

102) The advantage of the continuous panel is they represent a large group of persons who have made themselves available for research.

Answer: FALSE Diff: 2 Page Ref: 85 AACSB: Analytic Skills Objective: LO 3 103) Market-tracking studies measure some variable(s) of interest, that is, market share or unit sales over time.

Answer: TRUE Diff: 2 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 3 104) Market-tracking studies track some variable of interest such as market share over time, and represent a use of cross-sectional studies.

Answer: FALSE Diff: 2 Page Ref: 84-85 AACSB: Analytic Skills Objective: LO 3 105) Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form "If x, then y."

Answer: TRUE Diff: 2 Page Ref: 85 AACSB: Reflective Thinking Skills Objective: LO 4 106) An experiment is defined as manipulating a dependent variable to see how it affects an independent variable while controlling for the effects of a complex variable.

Answer: FALSE Diff: 3 Page Ref: 86 AACSB: Analytic Skills Objective: LO 4 107) Dependent variables are those over which the experimenter has some control; in other words, dependent variables depend on the experimenter to manipulate them.

Answer: FALSE Diff: 3 Page Ref: 86 AACSB: Analytic Skills Objective: LO 4

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108) Dependent variables are those over which the experimenter has total, direct control; they may be easily manipulated by experimenters.

Answer: FALSE Diff: 1 Page Ref: 86 AACSB: Reflective Thinking Skills Objective: LO 4 109) Extraneous variables are those that have some effect upon the dependent variable but yet are not independent variables.

Answer: TRUE Diff: 1 Page Ref: 86 AACSB: Reflective Thinking Skills Objective: LO 4 110) Experimental designs provide 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.

Answer: TRUE Diff: 2 Page Ref: 87 AACSB: Reflective Thinking Skills Objective: LO 4 111) Experimental designs provide procedures for devising an experimental setting such that a change in an independent variable may be attributed solely to the change in the dependent variable while controlling for the effects of complex variables.

Answer: FALSE Diff: 1 Page Ref: 87 AACSB: Analytic Skills Objective: LO 4 112) In experimental design nomenclature, an X represents the measurement of the dependent variable.

Answer: FALSE Diff: 2 Page Ref: 87 AACSB: Reflective Thinking Skills Objective: LO 4 113) In experimental design nomenclature, an O represents the measurement of the independent variable.

Answer: FALSE Diff: 2 Page Ref: 87 AACSB: Reflective Thinking Skills Objective: LO 4

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114) In experimental design nomenclature, an E represents the experimental effect: that is, the change in the dependent variable due to a change in the independent variable.

Answer: TRUE Diff: 3 Page Ref: 87 AACSB: Reflective Thinking Skills Objective: LO 4 115) A pretest refers to measuring the dependent variable prior to changing the independent variable.

Answer: TRUE Diff: 1 Page Ref: 87 AACSB: Reflective Thinking Skills Objective: LO 4 116) Designs that control for the effects of extraneous variables are known as quasi-experimental designs.

Answer: FALSE Diff: 2 Page Ref: 88 AACSB: Reflective Thinking Skills Objective: LO 4 117) The one-group, before-after design is a quasi-experimental design.

Answer: TRUE Diff: 3 Page Ref: 88 AACSB: Analytic Skills Objective: LO 4 118) The dependent variable is always manipulated in the experimental group but never in the control group.

Answer: FALSE Diff: 3 Page Ref: 87 AACSB: Reflective Thinking Skills Objective: LO 4 119) The before-after with control group design is a quasi-experimental design.

Answer: FALSE Diff: 3 Page Ref: 88 AACSB: Reflective Thinking Skills Objective: LO 4 120) The reason for using randomization or matching in experimental designs is to achieve equivalency between experimental and control groups.

Answer: TRUE Diff: 3 Page Ref: 88 AACSB: Analytic Skills Objective: LO 4 27 ..

121) External validity, carried out through field experiments, measures the extent to which the relationship between independent, dependent and complex variables hold up in the real world.

Answer: TRUE Diff: 1 Page Ref: 89 AACSB: Analytic Skills Objective: LO 4 122) Experiments can be classified as laboratory or field.

Answer: TRUE Diff: 1 Page Ref: 89 AACSB: Reflective Thinking Skills Objective: LO 4 123) The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.

Answer: TRUE Diff: 1 Page Ref: 90 AACSB: Reflective Thinking Skills Objective: LO 4 124) Laboratory experiments, then, are desirable when the intent of the experiment is to achieve high levels of internal validity.

Answer: TRUE Diff: 2 Page Ref: 90 AACSB: Reflective Thinking Skills Objective: LO 4 125) The primary advantage of field experiments is that they are conducted in non-naturalistic settings which allow for tightly controlling extraneous variables.

Answer: FALSE Diff: 1 Page Ref: 90 AACSB: Reflective Thinking Skills Objective: LO 4 126) Test marketing is the phrase commonly used to indicate an experiment, study or test that is conducted in a field setting.

Answer: TRUE Diff: 1 Page Ref: 90 AACSB: Reflective Thinking Skills Objective: LO 5 127) There are three broad classes of test marketing.

Answer: FALSE Diff: 1 Page Ref: 90 AACSB: Reflective Thinking Skills Objective: LO 5 28 ..

128) There is only one use of test markets: to determine the sales potential for a new product or service.

Answer: FALSE Diff: 2 Page Ref: 90 AACSB: Reflective Thinking Skills Objective: LO 5 129) Controlled test markets require consumers, who are members of a panel, to carry identification cards.

Answer: FALSE Diff: 2 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 130) The standard test market is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

Answer: TRUE Diff: 1 Page Ref: 91 AACSB: Reflective Thinking Skills Objective: LO 5 131) Simulated test markets are conducted on computers without any consumer input.

Answer: FALSE Diff: 3 Page Ref: 91 AACSB: Analytic Skills Objective: LO 5 132) Test marketing is the most accurate method of forecasting future sales.

Answer: TRUE Diff: 2 Page Ref: 92 AACSB: Reflective Thinking Skills Objective: LO 5 133) Test markets do not yield infallible results. Sometimes test markets lead to the wrong decision.

Answer: TRUE Diff: 1 Page Ref: 92 AACSB: Analytic Skills Objective: LO 5 134) Ethnographic research is a term borrowed from psychiatry.

Answer: FALSE Diff: 2 Page Ref: 101 AACSB: Reflective Thinking Skills Objective: LO 5

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135) Ethnographic research is an area of ethical sensitivity -- researchers' immersing themselves.

Answer: FALSE Diff: 2 Page Ref: 101 AACSB: Reflective Thinking Skills Objective: LO 5

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Basic Marketing Research, 3e (Burns) Chapter 5 Information Types and Sources: Secondary Data and Standardized Information 1) Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?

A) basic data B) primary data C) complex data D) secondary data E) standardized data Answer: B Diff: 1 Page Ref: 107 AACSB: Analytic Skills Objective: LO 1 2) Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

A) basic data B) primary data C) complex data D) secondary data E) standardized data Answer: D Diff: 1 Page Ref: 108 AACSB: Analytic Skills Objective: LO 1 3) What provides an incredible stock of free secondary data?

A) The AMA B) Textbooks C) The Internet D) Company reports E) The Department of Education Answer: C Diff: 1 Page Ref: 108 AACSB: Analytic Skills Objective: LO 1

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4) Which of the following is a use of secondary data?

A) to determine the population and growth rate in almost any geographical area B) to evaluate market performance C) to help make public policy decisions D) to predict broad changes in a culture's "way of life" E) all of the above Answer: E Diff: 3 Page Ref: 108 AACSB: Analytic Skills Objective: LO 1 5) Which of the following is true regarding secondary data?

A) It is rare for a marketing research project to be conducted without including some secondary data.

B) Some research projects may be totally based upon secondary data.

C) There can be many uses of secondary data.

D) Secondary data have many applications including economic trend forecasting and competitive intelligence.

E) all of the above are true Answer: E Diff: 2 Page Ref: 108 AACSB: Reflective Thinking Skills Objective: LO 1 6) Which of the following would NOT be considered an application of secondary data?

A) predicting very broad changes in a culture's "way of life" B) selecting a street address for a new car wash C) determining the likelihood of customers purchasing a brand new product D) determining population growth rates in different geographical areas E) examining information about competitors Answer: C Diff: 3 Page Ref: 108 AACSB: Reflective Thinking Skills Objective: LO 1 7) Which of the following would be classified as a part of internal secondary data?

A) online information database B) internal database C) demographic data within a company's target market D) any government data E) Google Answer: B Diff: 2 Page Ref: 109 AACSB: Reflective Thinking Skills Objective: LO 1

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8) Each unit of information in a database is called a(n) ________.

A) field B) record C) inventory D) item E) transaction Answer: B Diff: 1 Page Ref: 109 AACSB: Reflective Thinking Skills Objective: LO 1 9) Which of the following best represents a field within a database?

A) anything outside the company laboratory B) a database record C) a data mine D) records within customer names E) customer names within a record Answer: E Diff: 3 Page Ref: 109 AACSB: Reflective Thinking Skills Objective: LO 1 10) Complete the following sentence with the answer that most completely answers the question.

Typical fields in a customer database include ________.

A) name B) name and address C) name, address and email address D) name, address, email address and products purchased E) name, address, email address, products purchased and dates of purchase Answer: E Diff: 1 Page Ref: 109 AACSB: Reflective Thinking Skills Objective: LO 1

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11) Which of the following best describes CRM? A) Certificate for Record Management; awarded by the MRA after passing certain recordkeeping requirements B) Customer Relationship Management; the use of internal databases to strengthen customer relationships C) Certified Record Manager; awarded by the MRA for successfully passing a series of courses related to database management D) Customer Recognition Managers; used to identify customers from non-customers primarily in airports for purposes of security E) none of the above; there is no such thing as CRM Answer: B Diff: 3 Page Ref: 109 AACSB: Analytic Skills Objective: LO 3 12) Which of the following is described by Kotler and Keller as a way that companies use their databases?

A) to identify prospects B) to deepen customer loyalty C) to avoid serious customer mistakes D) to decide which customers should receive a particular offer E) to decide which products to offer in a particular geographic area Answer: E Diff: 2 Page Ref: 109 AACSB: Analytic Skills Objective: LO 1 13) External data may be grouped into which three sources?

A) published, syndicated services data, and databases B) published, non-published data, and other C) syndicated services data, external data, and complex data D) published external, published internal, and syndicated data E) non published external, published internal, and non-published internal Answer: A Diff: 2 Page Ref: 110 AACSB: Analytic Skills Objective: LO 1

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14) Many marketing research firms have white papers on varied topics on their website. The one discussed in your text is ________.

A) Wikipedia B) AMA's "Research Papers" C) Burke's "Literature Library" D) MRA's "Research Library" E) AMA's "More Research Topics" Answer: C Diff: 3 Page Ref: 110 AACSB: Analytic Skills Objective: LO 1 15) A syndicated services data firm collects data in a standard format and makes it available to: A) only the first firm that purchases the data B) all who subscribe to the data C) shareholders in the company D) government regulators E) no one; syndicated services data firms do not collect data in a standard format Answer: B Diff: 2 Page Ref: 110 AACSB: Reflective Thinking Skills Objective: LO 1 16) Databases are sometimes packaged together and are referred to as: A) database packages B) databanks or aggregators C) aggregators or packaged services D) deals E) none of the above; databases are not packaged together Answer: B Diff: 3 Page Ref: 110 AACSB: Reflective Thinking Skills Objective: LO 1 17) Which of the following was NOT discussed as an advantage of using secondary data?

A) may be obtained quickly B) may be obtained in all forms desired by the researcher C) is relatively inexpensive D) is usually available E) sometimes enhances primary data Answer: B Diff: 2 Page Ref: 110 AACSB: Reflective Thinking Skills Objective: LO 2

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18) Which of the following was NOT discussed as a disadvantage of using secondary data?

A) there is a mismatch of the units of measurement B) differing classifications of the data in terms of what is available and what is needed C) the data may be dated D) data may be collected too quickly causing problems with the project schedule E) geographic reporting units are incompatible Answer: D Diff: 1 Page Ref: 112 AACSB: Reflective Thinking Skills Objective: LO 2 19) Which of the following was NOT discussed as a method of evaluating secondary data?

A) What was the purpose of the study?

B) Who collected the information?

C) How readily available is the information to the public?

D) How consistent is the information with other information?

E) What information was collected?

Answer: C Diff: 2 Page Ref: 113 - 114 AACSB: Reflective Thinking Skills Objective: LO 3 20) In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers. The cloth diaper industry found just the opposite. The point of this example is: A) research studies are always objective and are conducted to provide the truth B) when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest C) chambers of commerce have always been able to clear up discrepancies between research studies D) if you are really concerned about the environment, don't wear any type of diaper E) secondary data be discarded because those collecting it always have a hidden agenda Answer: B Diff: 1 Page Ref: 113 AACSB: Reflective Thinking Skills Objective: LO 3

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21) Which of the following should you look for in evaluating a study that is secondary data?

A) What was the sample?

B) How large was the sample?

C) What was the response rate?

D) Was the information validated?

E) all of the above Answer: E Diff: 1 Page Ref: 114 AACSB: Reflective Thinking Skills Objective: LO 3 22) When two or more secondary sources provide conflicting information you should: A) select the one source that has been in business the longest B) evaluate the information from each source and select the source that best suits your needs for reliable and valid information C) probably abandon the project; you will never have objective results upon which to base your decision D) call the client/manager and ask which source is desired E) select the source reporting information that is most likely to please the client Answer: B Diff: 3 Page Ref: 114 AACSB: Reflective Thinking Skills Objective: LO 3 23) Which of the following was NOT listed in your textbook as a secondary information source on marketing?

A) Reference guide B) Index C) Dictionary D) Directory E) Google Answer: E Diff: 1 Page Ref: 114 AACSB: Reflective Thinking Skills Objective: LO 3

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24) Which of the following secondary information sources provides a baseline of data every ten years?

A) Baseline Reports B) NAICS (decade report) C) Census of the Population D) Survey of Buying Power E) Decennial Database Reports Answer: C Diff: 1 Page Ref: 116 AACSB: Analytic Skills Objective: LO 4 25) Information collected in the census is collected: A) by a long form sent to part of the citizens with the rest receiving a shorter form B) internally at the Bureau of the Census C) totally by sampling the citizenry D) by a short form only and everyone receives the same census form to complete E) only from those citizens having Internet access Answer: A Diff: 3 Page Ref: 116 AACSB: Analytic Skills Objective: LO 4 26) Which of the following is the survey created by the U.S. Census Bureau in 1996 to collect economic, social, demographic, and housing information as part of the Decennial Census Program?

A) American Community Survey B) American Census Survey C) NAICS D) Buying Index E) Survey of Buying Power Answer: A Diff: 2 Page Ref: 116 AACSB: Reflective Thinking Skills Objective: LO 4 27) The primary advantage of the American Community Survey is that: A) it will be a new form that is more interesting to people B) new, more important questions will be asked C) it will provide data annually instead of once every ten years D) more people will be able to understand the questions E) it will be translated into more languages Answer: C Diff: 2 Page Ref: 116 AACSB: Reflective Thinking Skills Objective: LO 4 8 ..

28) What year was the ACS first completed?

A) 2003 B) 2004 C) 2005 D) 2006 E) 2008 Answer: C Diff: 3 Page Ref: 117 AACSB: Analytic Skills Objective: LO 4 29) Since its first completion, the American Community Survey has been offering ________ estimates for geographic areas with a population of 65,000 or more, while geographic areas with populations of 20,000 or more can access ________-year estimates, and areas with populations less than 20,000 can access ________-year estimates beginning in 2010.

A) yearly; five; seven B) bi-annual; three; four C) bi-annual; two; three D) yearly; three; five E) yearly; two; three Answer: D Diff: 3 Page Ref: 117 AACSB: Analytic Skills Objective: LO 4 30) ________ is (are) a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

A) Basic data B) Complex data C) Written data D) Standardized information E) Syndicated data Answer: D Diff: 2 Page Ref: 117 AACSB: Analytic Skills Objective: LO 5

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31) ________ is (are) collected in a standard format and made available to all subscribers.

A) Basic data B) Complex data C) Written data D) Standardized information E) Syndicated data Answer: E Diff: 2 Page Ref: 117 AACSB: Analytic Skills Objective: LO 6 32) ESRI's Tapestry™ Segmentation is a(n) ________ that uses a process to profile residential neighborhoods.

A) standardized service B) basic service C) syndicated service D) annual service E) complex service Answer: A Diff: 2 Page Ref: 117 AACSB: Analytic Skills Objective: LO 6 33) According to your text, which of the following is NOT true regarding syndicated data?

A) Syndicated data are collected in a standard format and made available to all subscribers.

B) Syndicated data can include data such as Marketing Evaluations Inc.'s Q Scores® services.

C) ESRI's Tapestry™ Segmentation is a syndicated data service that uses a process to profile residential neighborhoods.

D) Nielsen Media Research's Nielsen Television Index is an example of syndicated data.

E) Subscribers to syndicated data include advertisers, television and movie production companies, licensing companies, talent and public relations companies.

Answer: C Diff: 3 Page Ref: 119 AACSB: Analytic Skills Objective: LO 6 34) Which of the following does NOT refer to an advantage of syndicated data?

A) Many client firms may subscribe to the information.

B) The cost of the service is greatly reduced to any one subscriber firm.

C) The quality of data is typically very high.

D) The data are normally disseminated very quickly.

E) The key advantage is taking advantage of the experience of the research firm offering the service.

Answer: E Diff: 3 Page Ref: 119 AACSB: Analytic Skills Objective: LO 7 10 ..

35) Which of the following does NOT refer to a disadvantage of standardized information?

A) The ability to customize some projects is lost when using a standardized service.

B) The company providing the standardized service may not know the idiosyncrasies of a particular industry.

C) There is a greater burden on the client to ensure that the standardized service fits the intended situation.

D) Buyer firms often must commit to long-term contracts when buying standardized data.

E) Client firms need to be very familiar with the service provided, including what data are collected on which population, how the data are collected, and how the data are reported before they purchase the service.

Answer: D Diff: 2 Page Ref: 119 AACSB: Analytic Skills Objective: LO 7 36) Which of the following is NOT mentioned in your text as an application of standardized information?

A) measuring consumer attitudes and opinions B) defining market segments C) conducting market tracking studies D) monitoring media usage and promotion effectiveness E) disseminating data quickly Answer: E Diff: 3 Page Ref: 119 AACSB: Analytic Skills Objective: LO 8 37) Experian Simmons can help you identify which of your prospects and customers fall into the key Tipping Point segments?

A) Socialites B) Connectors C) Mavens D) Salespeople E) Innovators Answer: C Diff: 2 Page Ref: 122 AACSB: Reflective Thinking Skills Objective: LO 8

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38) With respect to standardized information, CGM stands for: A) consumer-granted marketing B) consumer-generated media C) customer-given media D) customers' generic marketing E) connector-generated marketing Answer: B Diff: 1 Page Ref: 122 AACSB: Reflective Thinking Skills Objective: LO 8 39) Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Answer: TRUE Diff: 1 Page Ref: 107 AACSB: Analytic Skills Objective: LO 1 40) Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

Answer: FALSE Diff: 1 Page Ref: 108 AACSB: Analytic Skills Objective: LO 1 41) When consumers fill out warranty cards or register their boats, automobiles, or software programs, this information is stored in the form of secondary data.

Answer: TRUE Diff: 2 Page Ref: 108 AACSB: Reflective Thinking Skills Objective: LO 1 42) External secondary data include sales records, purchase requisitions, and invoices.

Answer: FALSE Diff: 2 Page Ref: 109 AACSB: Analytic Skills Objective: LO 1 43) Internal secondary data refers to any information that is stored in the internal memory of a computer.

Answer: FALSE Diff: 1 Page Ref: 109 AACSB: Analytic Skills Objective: LO 1

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44) A database refers to a collection of data and information describing items of interest and each unit of information in a database is called a record.

Answer: TRUE Diff: 2 Page Ref: 109 AACSB: Analytic Skills Objective: LO 1 45) In databases, fields are composed of records.

Answer: FALSE Diff: 2 Page Ref: 109 AACSB: Reflective Thinking Skills Objective: LO 1 46) Kotler and Keller’s definition of database marketing deals with external databases.

Answer: FALSE Diff: 3 Page Ref: 109 AACSB: Analytic Skills Objective: LO 1 47) Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.

Answer: TRUE Diff: 2 Page Ref: 109 AACSB: Use of IT Objective: LO 1 48) External secondary data was classified in your textbook into three sources: published, nonpublished, and video.

Answer: FALSE Diff: 2 Page Ref: 110 AACSB: Analytic Skills Objective: LO 1 49) Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries.

Answer: FALSE Diff: 2 Page Ref: 110 AACSB: Reflective Thinking Skills Objective: LO 1 50) One of the advantages of using secondary data is that it may enhance primary data.

Answer: TRUE Diff: 2 Page Ref: 110 AACSB: Reflective Thinking Skills Objective: LO 2

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51) Secondary data is readily available for very few applications.

Answer: FALSE Diff: 2 Page Ref: 110 AACSB: Reflective Thinking Skills Objective: LO 2 52) Core-based statistical areas (CBSAs) are geographic reporting units used by the Census Bureau.

Answer: TRUE Diff: 1 Page Ref: 112 AACSB: Analytic Skills Objective: LO 2 53) An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be income being reported by before tax, household income instead of per capita, after-tax income.

Answer: TRUE Diff: 1 Page Ref: 112 AACSB: Reflective Thinking Skills Objective: LO 2 54) Proctor & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as least as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research in terms of really understanding the true purpose of the research.

Answer: TRUE Diff: 2 Page Ref: 113 AACSB: Reflective Thinking Skills Objective: LO 3 55) If two secondary sources of information report different information for what appears to be the same entity, a researcher should avoid using either information source at all costs.

Answer: FALSE Diff: 3 Page Ref: 114 AACSB: Reflective Thinking Skills Objective: LO 3 56) Census of the Population data serve as a baseline for much marketing information that is produced during the "in-between" census years.

Answer: TRUE Diff: 1 Page Ref: 116 AACSB: Reflective Thinking Skills Objective: LO 4

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57) The American Community Survey may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

Answer: TRUE Diff: 1 Page Ref: 116 AACSB: Analytic Skills Objective: LO 4 58) The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties, American Indian areas, Alaska Native areas, and Hawaiian homelands on a rotating basis using a sample.

Answer: TRUE Diff: 2 Page Ref: 116 AACSB: Analytic Skills Objective: LO 4 59) The primary advantage is that the ACS will provide data every two years instead of once every ten years.

Answer: FALSE Diff: 2 Page Ref: 116 AACSB: Analytic Skills Objective: LO 4 60) Since its first completion, the ACS has been offering yearly estimates for geographic areas with a population of 75,000 or more.

Answer: FALSE Diff: 3 Page Ref: 116 AACSB: Reflective Thinking Skills Objective: LO 4 61) Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.

Answer: TRUE Diff: 1 Page Ref: 117 AACSB: Reflective Thinking Skills Objective: LO 5 62) There are two broad classes of standardized information: syndicated data and standardized services.

Answer: TRUE Diff: 1 Page Ref: 117 AACSB: Analytic Skills Objective: LO 5

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63) An example of syndicated data is Marketing Evaluations Inc.’s Q Scores® services.

Answer: TRUE Diff: 2 Page Ref: 117 AACSB: Analytic Skills Objective: LO 6 64) Standardized services usually provide clients with standardized data.

Answer: FALSE Diff: 3 Page Ref: 120 AACSB: Analytic Skills Objective: LO 6 65) Standardized services are marketing a process.

Answer: TRUE Diff: 2 Page Ref: 120 AACSB: Analytic Skills Objective: LO 6 66) One key advantage of syndicated data is shared costs.

Answer: TRUE Diff: 1 Page Ref: 120 AACSB: Analytic Skills Objective: LO 7 67) The key advantage of using syndicated data is taking advantage of the experience of the research firm offering the service.

Answer: FALSE Diff: 2 Page Ref: 120 AACSB: Reflective Thinking Skills Objective: LO 7 68) The ability to customize some projects is lost when using a standardized service.

Answer: TRUE Diff: 1 Page Ref: 120 AACSB: Analytic Skills Objective: LO 7 69) ESRI’s Tapestry™ Segmentation divides U.S. residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.

Answer: TRUE Diff: 2 Page Ref: 121 AACSB: Analytic Skills Objective: LO 8

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70) Consumer-generated media (CGM) is content created by consumers on blogs, discussion boards, forums, user groups, and other social media platforms.

Answer: TRUE Diff: 1 Page Ref: 123 AACSB: Analytic Skills Objective: LO 8

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Basic Marketing Research, 3e (Burns) Chapter 6 Data Collection Methods 1) Which of the following is NOT a survey mode mentioned in your text?

A) person-administered B) computer-administered C) self-administered D) mixed-media E) mixed-mode Answer: D Diff: 1 Page Ref: 130 AACSB: Reflective Thinking Skills Objective: LO 1 2) Which of the following involves interviews with a large number of respondents using a predesigned questionnaire?

A) observation B) eye-movement C) physiological measurement D) survey E) all of the above Answer: D Diff: 1 Page Ref: 129 AACSB: Analytic Skills Objective: LO 1 3) Which of the following is a data collection mode in which an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records the answers?

A) person-administered survey B) computer-administered survey C) self-administered survey D) hybrid survey E) mixed-media survey Answer: A Diff: 2 Page Ref: 130 AACSB: Analytic Skills Objective: LO 1

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4) What is a unique advantage to using person-administered surveys?

A) feedback B) rapport C) quality control D) adaptability E) all of the above Answer: E Diff: 2 Page Ref: 130 AACSB: Analytic Skills Objective: LO 2 5) Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

A) computer-administered surveys B) self-administered surveys C) drop-off surveys D) person-administered surveys E) internet "drop-off" surveys Answer: D Diff: 1 Page Ref: 130 AACSB: Reflective Thinking Skills Objective: LO 2 6) Which of the following is a disadvantage of person-administered surveys?

A) They are slower than other methods.

B) They are more expensive.

C) They are prone to errors.

D) High cost.

E) all of the above Answer: E Diff: 2 Page Ref: 131 AACSB: Analytic Skills Objective: LO 2 7) Which of the following was NOT mentioned as a possible humans error with personadministered survey?

A) Interviewers may treat people differently based on their personal biases.

B) Interviewers may ask questions out of sequence.

C) Interviewers may inadvertently change the wording of a question.

D) Interviewers may inadvertently change a questions' meaning altogether.

E) People can make mistakes recording the information provided by the respondent.

Answer: A Diff: 2 Page Ref: 131 AACSB: Analytic Skills Objective: LO 2

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8) Which of the following is listed in your textbook as an advantage of person-administered surveys?

A) speed B) error-free interviews C) use of pictures, videos, and graphics D) real-time capture of data E) rapport Answer: E Diff: 2 Page Ref: 130 AACSB: Analytic Skills Objective: LO 2 9) Which of the following is NOT an advantage of computer-administered surveys?

A) ability to develop rapport with the respondent B) speed C) error-free interviewing D) use of pictures, videos and graphics E) real time capture of data Answer: A Diff: 1 Page Ref: 131 AACSB: Use of IT Objective: LO 2 10) Which of the following is the survey method that now surpasses all other survey modes?

A) Person-administered surveys B) Computer-administered surveys C) Hybrid surveys D) Self-administered surveys E) Mixed-media surveys Answer: B Diff: 2 Page Ref: 130 AACSB: Analytic Skills Objective: LO 1 11) Which of the following is the name of the firm listed in your text as one that provides clients with the option to design their own surveys or utilize their programming services?

A) Common Knowledge B) Common Surveying C) Survey Power D) Survey Knowledge Partners E) Survey Design for Dummies Answer: A Diff: 2 Page Ref: 133 AACSB: Reflective Thinking Skills Objective: LO 2

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12) Interview evaluation refers to: A) an evaluation of the quality of the interviews by an editor B) an evaluation of the interviews by the client/manager C) an overall procedure for evaluation of the quality of the entire interviewing process D) respondents being apprehensive about providing the "correct" answer E) none of the above Answer: D Diff: 3 Page Ref: 132 AACSB: Analytic Skills Objective: LO 2 13) The primary disadvantage(s) of computer-administered surveys is/are: A) real-time data capture provides error-prone data B) since the data is entered directly into the computer, interview evaluation time is limited C) they require technical skills and there are high set-up costs D) they are slow E) you may not use pictures, videos or graphics Answer: C Diff: 2 Page Ref: 133 AACSB: Use of IT Objective: LO 2 14) Which of the following survey modes is different from other survey methods in that there is no agent—human or computer—administering the interview?

A) person-administered survey B) computer-administered survey C) self-administered surveys D) hybrid survey E) mixed-media survey Answer: C Diff: 2 Page Ref: 133 AACSB: Analytic Skills Objective: LO 1 15) Which of the following is NOT an advantage of self-administered surveys?

A) reduced cost B) respondent can control the pace of the survey C) there is no interviewer apprehension D) there is considerable interviewer-evaluation apprehension E) none of the above Answer: D Diff: 2 Page Ref: 133 AACSB: Analytic Skills Objective: LO 2

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16) Which is true regarding a disadvantage of self-administered surveys?

A) since interviewers are not present, evaluation of the interview is impossible B) the primary burden of respondent understanding is placed upon the questionnaire C) the primary burden of respondent understanding is placed upon the field editor D) reduced cost E) none of the above Answer: B Diff: 2 Page Ref: 134 AACSB: Analytic Skills Objective: LO 2 17) Mixed mode surveys are sometimes referred to as ________ surveys.

A) multiple response B) bimodal C) hybrid D) modi E) double Answer: C Diff: 2 Page Ref: 134 AACSB: Reflective Thinking Skills Objective: LO 1 18) Which of the following was not mentioned in the discussion of why it has become increasingly popular to use mixed-mode surveys in recent years?

A) They are more popular due to efficiencies of computer-administered methods and the communication preferences of respondents.

B) Not everyone prefers to do online surveys.

C) Some people are more comfortable with face-to-face or telephone interviews.

D) A mixed-mode survey seeks to increase the number of respondents in the survey by tapping into these communication proclivities.

E) Mixed-mode surveys don't have the concern of disadvantages that the other survey modes do.

Answer: E Diff: 2 Page Ref: 134 AACSB: Reflective Thinking Skills Objective: LO 1 19) The primary advantage of mixed mode surveys is that: A) they have higher non-response rates B) they automatically produce vouchers of data to clients C) there is no effect on response caused by the various modes D) researchers can take the advantages of different modes to achieve their data collection goals E) all of the above are true Answer: D Diff: 1 Page Ref: 134 AACSB: Analytic Skills Objective: LO 2 5 ..

20) What is a technique that is NOT a variation of person-administered survey?

A) in-home interview B) mall intercept interview C) drop-off survey D) telephone interview E) in-office interview Answer: C Diff: 2 Page Ref: 135 AACSB: Reflective Thinking Skills Objective: LO 3 21) Which two factors justify the high cost of in-home personal interviewing?

A) need for personal contact and in-home environment is important B) speed of interviewing and in-home environment is important C) in-home environment is important and there is a need to interview family members D) there is a need to view an ad E) none of the above; nothing justifies the extremely high cost of interviews conducted in the home Answer: A Diff: 2 Page Ref: 136 AACSB: Reflective Thinking Skills Objective: LO 3 22) A(n) ________ is a self-administered questionnaire left with the respondent to fill out. The administrator may return at a later time to pick up the completed questionnaire, or it may be mailed in.

A) mail survey B) online survey C) drop-off survey D) in-home interview E) in-office interview Answer: C Diff: 2 Page Ref: 135 AACSB: Analytic Skills Objective: LO 3 23) Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

A) person-on-the-street interview B) mall-intercept interview C) drop-off survey D) online survey E) mail survey Answer: B Diff: 2 Page Ref: 136 AACSB: Reflective Thinking Skills Objective: LO 3 6 ..

24) Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls: A) only in the largest cities B) that have a regional versus local market area C) where the crime rates are exceptionally low D) in cities where interview cooperation rates are the highest E) in cities where mall security is available Answer: B Diff: 2 Page Ref: 136 AACSB: Analytic Skills Objective: LO 3 25) One disadvantage of mall-intercept interviewing is: A) mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement B) have high turnover rates C) mall shoppers may not be representative of the target market population D) interviewers in mall-intercept studies are often distracted by mall activities E) shoppers may not be shown pictures or graphs Answer: C Diff: 2 Page Ref: 137 AACSB: Analytic Skills Objective: LO 3 26) Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

A) CATI B) business-to-business surveying C) in-office interview D) drop-off survey E) mall-intercept Answer: C Diff: 1 Page Ref: 138 AACSB: Reflective Thinking Skills Objective: LO 3 27) Which data collection mode requires interviewers to "navigate around gatekeepers"?

A) gatekeeper interviewing B) in-office interviewing C) CATI and CAPI D) CAPI and CATS E) gatekeeper interviewing Answer: B Diff: 3 Page Ref: 138 AACSB: Analytic Skills Objective: LO 3 7 ..

28) What type of interview technique could be used if it was not necessary for the researcher to watch the respondent to ensure correct procedures are followed or to verify his or her reactions?

A) telephone interview B) in-office interview C) in-home interview D) mall-intercept interview E) none of the above Answer: A Diff: 1 Page Ref: 138 AACSB: Reflective Thinking Skills Objective: LO 3 29) Which type of interview technique offers the advantages of cost, quality and speed?

A) telephone interview B) in-office interview C) mall-intercept interview D) in-home interview E) dual data collection Answer: A Diff: 2 Page Ref: 138 AACSB: Analytic Skills Objective: LO 3 30) A disadvantage of the ________ is that the marketing researcher is more limited in the quantity and types of information that he or she can obtain.

A) telephone interview B) in-office interview C) mall-intercept interview D) in-home interview E) dual data collection Answer: A Diff: 3 Page Ref: 138 AACSB: Reflective Thinking Skills Objective: LO 3 31) The research industry's current standard telephone interview method is referred to as ________.

A) standard telephone interviewing B) central location telephone interviewing C) methodological interviewing D) interview methodology E) telephone interview method Answer: B Diff: 1 Page Ref: 138 AACSB: Reflective Thinking Skills Objective: LO 3 8 ..

32) Which of the following is NOT a potential shortcoming of the telephone survey?

A) The respondent cannot be shown anything.

B) It does not permit the interviewer to make various "face-to-face" judgments and evaluations.

C) It does not permit a high quality sample.

D) It does not allow for the observation of body language, facial expressions, or eye contact.

E) It does not allow for collecting a large quantity of information.

Answer: C Diff: 3 Page Ref: 138-139 AACSB: Analytic Skills Objective: LO 3 33) Which of the following is NOT one of the problems associated with traditional telephone interviews?

A) mistakes in administering the questions B) insufficient call back for not-at-homes C) dishonest interviewers D) quality control being limited E) the expense of telephone interviewing Answer: E Diff: 2 Page Ref: 138-139 AACSB: Analytic Skills Objective: LO 3 34) Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking completed interviews "on the spot" and offers control of interviewers' schedules?

A) drop-off survey B) CATI or CAPS C) central location telephone interviewing D) traditional telephone interviewing E) in-office interviewing Answer: C Diff: 2 Page Ref: 138 AACSB: Reflective Thinking Skills Objective: LO 3 35) Which of the following is considered a computer-assisted interview?

A) a human uses a computer B) there is no human but a voice (synthesized) is used by the computer C) a computerized statistical package is used D) a CD-ROM is used to record data E) both A and B Answer: E Diff: 2 Page Ref: 140 AACSB: Use of IT Objective: LO 3 9 ..

36) Advantages of CATI include: A) interviews can be conducted via TV cable B) cable and TV interviewing may be conducted simultaneously C) surveys can be enhanced with the CATI drop-off survey technique D) the computer dials the respondent, brings up the questions to the interviewer and moves ahead to the appropriate question E) CATI enhances single source data Answer: D Diff: 2 Page Ref: 140 AACSB: Use of IT Objective: LO 3 37) CATS is an approach identified with: A) CAXI B) fully computerized interviews administered over the telephone C) mall intercept surveys for business-to-business products D) hybrid modes of data collection E) Internet surveys Answer: B Diff: 2 Page Ref: 141 AACSB: Use of IT Objective: LO 3 38) CATS stands for: A) completely automated telephone survey B) computerized aromatic telegraphed senses (surveys involving the sense of smell) C) computerized aerial telegraphy survey (surveys taken from airplanes) D) completely aided toll standard (calls are automatically charged to individual clients as they are made) E) completely aided T-line service Answer: A Diff: 1 Page Ref: 141 AACSB: Use of IT Objective: LO 3

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39) Which of the following is NOT an advantage of CATS? A) All of the advantages of computer-driven interviewing are found in this approach.

B) The interviewer expense or extra cost of human voice communication capability for the computer is eliminated.

C) Because respondents' answers are saved in a file during the interview itself, tabulation can take place on a daily basis.

D) Even if the interviews are conducted in remote locations across the United States, it is a simple matter to download the files to the central facility for daily tabulations.

E) Researchers can take the advantages of different modes to achieve their data collection goals.

Answer: E Diff: 1 Page Ref: 141 AACSB: Use of IT Objective: LO 3 40) Some of the major advantages of using online surveys are: A) easy to use SPAMBOTS to collect email addresses ; this lowers the cost and increases speed B) real time access to data and availability of many respondents by sending out randomly selected emails C) low cost, speed, and sample representativeness D) representativeness and verifiability of samples E) fast, easy and inexpensive Answer: E Diff: 2 Page Ref: 141 AACSB: Use of IT Objective: LO 3 41) Which of the following was NOT discussed as a way that "Online data collection has profoundly changed the marketing research landscape, particularly in the case of online panels"?

A) Company managers can retrieve tabulated customer reactions on a daily basis.

B) Online surveys are generally believed to effect response quality equal to telephone or mail surveys.

C) Because the researcher can monitor the progress of the online survey on a continual basis, it is possible to spot problems with the survey and to make adjustments to correct these problems.

D) The speed, convenience, and flexibility of online surveys make them very attractive.

E) Online questionnaires afford a great deal of control to marketing researchers, normally with the survey being self-administered.

Answer: E Diff: 3 Page Ref: 142 AACSB: Use of IT Objective: LO 3

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42) Which is a self-administered survey?

A) group self-administered survey B) in home surveys C) telephone surveys D) CATI surveys E) dual data collection Answer: A Diff: 1 Page Ref: 142 AACSB: Analytic Skills Objective: LO 3 43) Collecting survey data from a church group would be: A) an example of improper data collection B) against the AMA's Code of Ethics C) an example of group, self-administered surveying D) a nonrepresentative sample E) a form of dual data collection Answer: C Diff: 1 Page Ref: 143 AACSB: Reflective Thinking Skills Objective: LO 3 44) The essential objective of the drop-off survey is: A) low cost because there is no mail-out expense B) to gain a prospective respondent's cooperation C) to minimize item omission bias D) to combine computerization with telephone surveying E) all of the above Answer: B Diff: 2 Page Ref: 144 AACSB: Analytic Skills Objective: LO 3 45) Which of the following would be considered an example of the drop-off survey?

A) researcher brings questionnaire to respondent's home and leaves it to be completed B) a hotel leaves a questionnaire in a room for customers to evaluate their accommodations C) a retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit D) giving a survey to persons at work and asking them to return the completed survey when they return to work the next day E) all of the above would be considered drop-off surveys Answer: E Diff: 2 Page Ref: 144 AACSB: Analytic Skills Objective: LO 3

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46) Which of the following is NOT true of a drop-off survey?

A) The respondent is told the questionnaire is self-explanatory.

B) The questionnaire will be left and filled out at the respondent's leisure.

C) The representative might return to pick up the questionnaire.

D) The respondent may be instructed to complete and return it by prepaid mail.

E) Normally, the representative will return the following week to pick up the completed questionnaire.

Answer: B Diff: 2 Page Ref: 144 AACSB: Reflective Thinking Skills Objective: LO 3 47) ________ means that those who do respond to questionnaires are probably different from those who do not fill out the questionnaire.

A) Nonresponse B) Interview evaluation C) Self-selection bias D) Omission bias E) Survey bias Answer: C Diff: 1 Page Ref: 143 AACSB: Analytic Skills Objective: LO 3 48) ________ refers to questionnaires that are not returned.

A) Nonresponse B) Interview evaluation C) Self-selection bias D) Omission bias E) Survey bias Answer: A Diff: 1 Page Ref: 143 AACSB: Analytic Skills Objective: LO 3 49) Which of the following will increase mail survey response rates over 90%?

A) use of color B) stamps, rather than preprinted postage paid on the return envelopes C) use of a recognizable brand name D) use of a celebrity endorser E) none of the above Answer: E Diff: 3 Page Ref: 143 AACSB: Analytic Skills Objective: LO 3

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50) Which of the following is NOT true of group-administered surveys?

A) Variations for group-administered surveys are limitless.

B) Students can be administered surveys in their classes.

C) Twenty to thirty people might be recruited to view a television program sprinkled with test commercials.

D) The researcher will often compensate the group with a monetary payment as a means of recruiting the support of the group's leaders.

E) A survey administrator works the whole group through the survey as a group, rather than an individual pace.

Answer: E Diff: 3 Page Ref: 143 AACSB: Reflective Thinking Skills Objective: LO 3 51) In selecting the proper survey method, researchers balance: A) the cost of the project with what the client is willing to pay B) the time limitation of the client with the speed with which surveys must be conducted in order to have a profitable research firm C) the quality of information desired with the requirement to take advantage of today's technology D) the quality of information desired with time deadlines, budget constraints, and other considerations E) none of the above Answer: D Diff: 3 Page Ref: 144 AACSB: Analytic Skills Objective: LO 4 52) When time is an important consideration, which data collection method is best?

A) mail surveys B) drop-off surveys C) in-home interviews D) telephone surveys E) in-office surveys Answer: D Diff: 1 Page Ref: 145 AACSB: Reflective Thinking Skills Objective: LO 4

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53) When given a low data collection budget, a researcher's choice of the data collection method is typically limited to: A) person-administered methods and in-office interviewing B) mail, online and telephone C) mail, in-home and out-of-office interviewing D) mall intercept and mail E) in-home, online or in-office interviewing Answer: B Diff: 2 Page Ref: 146 AACSB: Reflective Thinking Skills Objective: LO 4 54) If the respondent needs to watch a twenty-minute infomercial, which of the following data collection might be chosen?

A) person-administered methods and in-office interviewing B) mail and telephone C) mail, in-home and out-of-office interviewing D) mall intercept E) in-home, online or in-office interviewing Answer: D Diff: 2 Page Ref: 146 AACSB: Reflective Thinking Skills Objective: LO 4 55) Which of the following is discussed in your text with respect to data collection methods and cultural norms?

A) In Scandinavia, residents are uncomfortable allowing strangers in their homes.

B) In India, less than 10% of the residents have a telephone, and online access is very low; therefore door-to-door interviewing is used often.

C) In South America, door-to-door interviewing is used often.

D) In Canada, where incentives are typically not offered to prospective respondents, there is heavy use of telephone surveys, but online research continues to grow.

E) In China, face-to-face interviews embody respect and are preferred.

Answer: C Diff: 3 Page Ref: 147 AACSB: Reflective Thinking Skills Objective: LO 4

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56) Which of the following refers to the percentage of the population that possesses some characteristics necessary to be included in a survey?

A) selection bias B) incidence rate C) population evaluation D) action standard percentage E) none of the above Answer: B Diff: 2 Page Ref: 146 AACSB: Analytic Skills Objective: LO 4 57) Choice of survey method can be made by answering which of the following questions?

(Choose the most complete answer.)

A) "Which of the data collection methods will be the least expensive?"

B) "Which data collection method is the customer most comfortable with?"

C) "What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection?"

D) "Which data collection method is the researcher most comfortable with?"

E) "How many data collection methods can be used to validate the data?"

Answer: C Diff: 2 Page Ref: 147 AACSB: Analytic Skills Objective: LO 4 58) A pre-designed questionnaire is not necessary for a survey.

Answer: FALSE Diff: 1 Page Ref: 129 AACSB: Analytic Skills Objective: LO 1 59) Surveys allow for large samples which may be required to ensure that the study accurately represents some larger population.

Answer: TRUE Diff: 2 Page Ref: 129 AACSB: Analytic Skills Objective: LO 1 60) The four major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, allow the respondents themselves to complete the survey or use some combination of the first three.

Answer: TRUE Diff: 2 Page Ref: 130 AACSB: Analytic Skills Objective: LO 1

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61) Because they are more popular than some other methods, person-administered surveys are often used.

Answer: FALSE Diff: 3 Page Ref: 130 AACSB: Reflective Thinking Skills Objective: LO 1 62) One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Answer: TRUE Diff: 1 Page Ref: 130 AACSB: Analytic Skills Objective: LO 2 63) Interview evaluation is when the presence of another person creates apprehension among respondents.

Answer: TRUE Diff: 1 Page Ref: 131 AACSB: Analytic Skills Objective: LO 2 64) A computer-administered survey is one in which computer technology plays an essential role in the interview work, in all cases, completely eliminating the need for a personal interviewer.

Answer: TRUE Diff: 1 Page Ref: 131 AACSB: Use of IT Objective: LO 1 65) Properly programmed, the computer-administered approach guarantees a 75% reduction in interviewer errors.

Answer: FALSE Diff: 2 Page Ref: 132 AACSB: Use of IT Objective: LO 2 66) The firm Common Knowledge provides clients with the option to design their own surveys or utilize their programming services.

Answer: TRUE Diff: 3 Page Ref: 132 AACSB: Use of IT Objective: LO 2

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67) One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video or other graphics to the respondent.

Answer: FALSE Diff: 1 Page Ref: 132 AACSB: Use of IT Objective: LO 2 68) Self-administered questionnaires have not been found to elicit more insightful information than face-to-face interviews because there is no interviewer to draw out the needed information.

Answer: FALSE Diff: 2 Page Ref: 133 AACSB: Analytic Skills Objective: LO 2 69) Surveys conducted without the presence of an agent--human or computer--are referred to as self-administered surveys.

Answer: TRUE Diff: 1 Page Ref: 133 AACSB: Analytic Skills Objective: LO 1 70) Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Answer: FALSE Diff: 2 Page Ref: 133 AACSB: Analytic Skills Objective: LO 2 71) Self-administered surveys eliminate interviewer-evaluation apprehension.

Answer: TRUE Diff: 2 Page Ref: 133 AACSB: Analytic Skills Objective: LO 2 72) Because the mode may affect response, mixed-mode forms of data collection are never used in the marketing research industry.

Answer: FALSE Diff: 2 Page Ref: 134 AACSB: Analytic Skills Objective: LO 1 73) The American Cancer Society utilizes a mixed-mode approach of online and mail survey modes for its annual Volunteer Satisfaction Survey.

Answer: TRUE Diff: 2 Page Ref: 134 AACSB: Reflective Thinking Skills Objective: LO 1 18 ..

74) It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Answer: TRUE Diff: 2 Page Ref: 136 AACSB: Reflective Thinking Skills Objective: LO 3 75) A mall-intercept company generally has its offices located within a local shopping mall.

Answer: FALSE Diff: 3 Page Ref: 136 AACSB: Reflective Thinking Skills Objective: LO 3 76) All malls allow for as many research firms who wish to do so, to intercept shoppers in the malls because it attracts more customers to the malls.

Answer: FALSE Diff: 3 Page Ref: 136 AACSB: Analytic Skills Objective: LO 3 77) A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Answer: TRUE Diff: 2 Page Ref: 138 AACSB: Analytic Skills Objective: LO 3 78) An advantage of in-office interviews is that they have low costs.

Answer: FALSE Diff: 2 Page Ref: 138 AACSB: Analytic Skills Objective: LO 3 79) Telephone surveys have the potential to provide a high-quality sample.

Answer: TRUE Diff: 2 Page Ref: 138 AACSB: Analytic Skills Objective: LO 3 80) Telephone surveys, while yielding high-quality samples, do not have fast turnaround times.

This is why they are rarely used for political polling.

Answer: FALSE Diff: 2 Page Ref: 138 AACSB: Analytic Skills Objective: LO 3

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81) Telephone surveys have the disadvantage of being associated with telemarketing.

Answer: TRUE Diff: 2 Page Ref: 139 AACSB: Analytic Skills Objective: LO 3 82) In CATI systems questionnaires are left with the respondent to complete at a later time.

Answer: FALSE Diff: 2 Page Ref: 140 AACSB: Use of IT Objective: LO 3 83) A CATI is a form of person-administered interview.

Answer: FALSE Diff: 1 Page Ref: 140 AACSB: Use of IT Objective: LO 3 84) Central location telephone interviewing is in many ways the research industry's standard.

Answer: TRUE Diff: 1 Page Ref: 139 AACSB: Analytic Skills Objective: LO 3 85) With a CATS system, interviews are conducted entirely by computers.

Answer: TRUE Diff: 2 Page Ref: 141 AACSB: Analytic Skills Objective: LO 3 86) Online surveys are making profound changes in the marketing research landscape.

Answer: TRUE Diff: 1 Page Ref: 142 AACSB: Analytic Skills Objective: LO 3 87) Online surveys are generally believed to effect response quality equal to telephone or mail surveys.

Answer: TRUE Diff: 2 Page Ref: 142 AACSB: Reflective Thinking Skills Objective: LO 3

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88) Self-selection bias is a factor to consider in mail surveys.

Answer: TRUE Diff: 3 Page Ref: 143 AACSB: Analytic Skills Objective: LO 3 89) Mail surveys suffer from low response rates.

Answer: TRUE Diff: 1 Page Ref: 143 AACSB: Analytic Skills Objective: LO 3 90) Variations of the drop-off method include handing out the surveys to people at their places of work and asking them to fill them out at home and then to return them the next day.

Answer: TRUE Diff: 2 Page Ref: 143 AACSB: Analytic Skills Objective: LO 3 91) Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Answer: TRUE Diff: 2 Page Ref: 144 AACSB: Analytic Skills Objective: LO 4 92) If the respondent is required to handle, touch, feel, or taste a product, then online surveys are reasonable.

Answer: FALSE Diff: 1 Page Ref: 146 AACSB: Analytic Skills Objective: LO 4 93) A data collection method that can easily and inexpensively screen respondents 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.

Answer: TRUE Diff: 3 Page Ref: 147 AACSB: Reflective Thinking Skills Objective: LO 4 94) Choice of data collection method should be objective and not based on cultural or infrastructure considerations.

Answer: FALSE Diff: 1 Page Ref: 147 AACSB: Analytic Skills Objective: LO 4 21 ..

95) It is important that the manager allow the marketing researcher to decide on the survey mode because this person has a unique understanding of how question characteristics, respondent characteristics, and survey resources and objectives come into play.

Answer: TRUE Diff: 2 Page Ref: 147 AACSB: Analytic Skills Objective: LO 4

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Basic Marketing Research, 3e (Burns) Chapter 7 Measurement Scales 1) There are ________ basic question–response formats, and each one has ________ variations., so there are ________ format options: A) two; five; ten B) two; three; six C) three; two; six D) two; two; four E) four; two; eight Answer: C Diff: 3 Page Ref: 153 AACSB: Analytic Skills Objective: LO 1 2) What are the three basic question-response formats?

A) un-probed, probed, and neutral B) open-ended, closed-ended and skip patterned C) open-ended, categorical and metric D) closed-ended, continuous and open-ended E) open-probed, closed-probed, probed Answer: C Diff: 1 Page Ref: 154 AACSB: Analytic Skills Objective: LO 1 3) The question: "What was your reaction to the Sony CD player advertisement you saw on television last?" is an example of which response format?

A) unaided open-ended B) un-probed closed-ended C) scaled-response D) ad reaction measurement E) metric, open-ended Answer: A Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1

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4) If a researcher wanted the respondent to simply answer a question with no additional information, he or she would likely use a(an): A) unaided open-ended format B) aided open-ended format C) response probed format D) continuous response format E) categorical, close-ended format Answer: A Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1 5) If a researcher uses a(n) ________ question format, there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information.

A) unaided open-ended B) aided open-ended C) response probed D) continuous response E) categorical, close-ended Answer: B Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1 6) Which of the following formats provides response options to questions on the questionnaire?

A) co-existing response options format B) categorical response format C) categorical open-ended format D) probed format E) open-ended with response options format Answer: B Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1 7) Which of the following formats has only two response options?

A) the twins format B) the two response format C) the bi-dual format D) the two choice format E) dual-choice format Answer: E Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1

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8) What type of question format is the following question?

When you purchased your most recent automobile, what features do you take into consideration?

(Check all that apply.) _____Style (e.g., sedan, coupe, wagon, SUV) _____Price _____Quiet ride _____Trunk space _____EPA mileage rating A) Multiple-choice category B) Aided open-ended C) Continuous response D) Dual-choice E) Metric response Answer: D Diff: 3 Page Ref: 155 AACSB: Reflective Thinking Skills Objective: LO 1 9) Which of the following formats provides more than two possible choices?

A) the multivariate format B) the tri-dual format C) the multiple-choice category format D) the n-way format E) none of the above: no question has more than two possible choices Answer: C Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1 10) A question that lists several responses (i.e. style, price, comfort, fit, construction, etc.) and asks the respondent to "check all that apply" appears to be a multiple-choice category question, but it is actually: A) an aided response category question B) a categorical non-response question C) a non-categorical non-response question D) a dual-choice question E) a single-minded question Answer: D Diff: 3 Page Ref: 155 AACSB: Reflective Thinking Skills Objective: LO 1

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11) "Metric" means: A) an instrument used for measuring conceptual, non-objective properties B) the answer to a question is a number that expresses some quantity of the property being measured C) the answer to a question is a number that does not express some quantity of the property being measured D) a property is not only measured but measured using the metric system E) measurement of observables Answer: B Diff: 2 Page Ref: 155 AACSB: Analytic Skills Objective: LO 1 12) "How many times have you visited the library in the last month?" is an example of: A) a natural but non-metric response format B) a natural metric response format C) a natural synthetic response format D) a synthetic metric format E) a synthetic annual format Answer: B Diff: 3 Page Ref: 155 AACSB: Reflective Thinking Skills Objective: LO 1 13) "Rate your satisfaction level on a scale from 1 to 10" is an example of: A) a natural but non-metric response format B) a natural metric response format C) a natural synthetic response format D) a synthetic metric format E) a synthetic satisfaction format Answer: D Diff: 3 Page Ref: 155 AACSB: Reflective Thinking Skills Objective: LO 1 14) A synthetic metric format uses: A) no numbers to measure the property B) numbers to measure the property C) real properties to measure numbers D) artificial numbers to measure properties E) properties to measure synthetic numbers Answer: D Diff: 3 Page Ref: 155 AACSB: Analytic Skills Objective: LO 1

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15) A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned artificial numbers is called: A) a descriptor scale format with real numbers B) a "poor" to "good" scale C) a numerical/descriptor format D) a synthetic metric format E) no such scale exists Answer: D Diff: 2 Page Ref: 155 AACSB: Reflective Thinking Skills Objective: LO 1 16) Determining the description or amount of some element of interest to the researcher is known as: A) description determination B) element determination C) description/element determination D) measurement E) quantities of elements Answer: D Diff: 1 Page Ref: 155 AACSB: Analytic Skills Objective: LO 2 17) Questionnaires are designed to collect information that is represented via measurement. This information, once compiled, can help answer specific questions. In this process, we are really measuring ________.

A) properties of objects B) objects of properties C) operations D) definitions E) elements Answer: A Diff: 2 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2

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18) ________ are the specific features or characteristics of an object that can be used to distinguish it from another object.

A) Properties B) Objects and elements C) Attributes or qualities D) Quantities or qualities E) Quartiles and qualities Answer: C Diff: 3 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2 19) The procedure of specifying the procedure to measure a property of an object is referred to as: A) procedural measurement B) operational definition C) measurement procedure D) property measurement E) attribute measurement Answer: B Diff: 2 Page Ref: 156 AACSB: Reflective Thinking Skills Objective: LO 3 20) A scale's level of measurement may be: A) open-ended, categorical, qualitative B) whimsical, classical, scientific C) open-ended, categorical, metric D) metric, open-ended, scientific E) element measurement Answer: C Diff: 2 Page Ref: 156-157 AACSB: Analytic Skills Objective: LO 3 21) ________ measurement is difficult to work with and requires interpretation skills or even special computer programs.

A) Scientific B) Open-ended C) Metric D) Whimsical E) Elemental Answer: B Diff: 2 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2 6 ..

22) Which level of measurement is represented by answers on a scale, such as "yes," "no" or "male," "female" represent which level of measurement?

A) scientific B) open-ended C) metric D) categorical E) elemental Answer: D Diff: 2 Page Ref: 157 AACSB: Analytic Skills Objective: LO 3 23) Which level of measurement has order and distance?

A) scientific B) open-ended C) metric D) categorical E) elemental Answer: C Diff: 2 Page Ref: 157 AACSB: Analytic Skills Objective: LO 3 24) Natural metric scales are inherently: A) qualitative B) quantitative C) whimsical D) scientific E) open-ended Answer: B Diff: 1 Page Ref: 157 AACSB: Analytic Skills Objective: LO 3 25) A question asks respondents to write in how many times they have visited an ATM in the last week. This is an example of a: A) synthetic metric scale B) natural metric scale C) natural categorical scale D) closed-ended scale E) synthetic open-ended scale Answer: B Diff: 1 Page Ref: 157 AACSB: Reflective Thinking Skills Objective: LO 3

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26) A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means "very dissatisfied" and 5 means "very satisfied." This is an example of a: A) synthetic metric scale B) natural metric scale C) natural categorical scale D) closed-ended scale E) synthetic natural scale Answer: A Diff: 1 Page Ref: 158 AACSB: Reflective Thinking Skills Objective: LO 3 27) In order for a synthetic number scale to have meaning, you must know ________.

A) the standard deviation of the scale B) the range of the scale C) the mean of the scale D) the mode of the scale E) the standard error of the scale Answer: B Diff: 3 Page Ref: 158 AACSB: Analytic Skills Objective: LO 3 28) What type of scale uses words to indicate different gradations or levels of the respondent's opinion?

A) synthetic label metric scale B) natural label metric scale C) natural categorical scale D) closed-ended scale E) synthetic natural label scale Answer: A Diff: 3 Page Ref: 158 AACSB: Reflective Thinking Skills Objective: LO 3 29) Wording a question so that it is either categorical or metric is important because: A) it affects what analyses may be conducted on the question B) it affects what may be said and not said about the property being measured C) it affects how long it takes the respondent to answer the question D) both a and b E) none of the above; this is not an important issue when wording a question Answer: D Diff: 3 Page Ref: 158 AACSB: Analytic Skills Objective: LO 4

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30) Which of the following should a researcher do to summarize findings for categorical measures?

A) not try to summarize findings for categorical measures; it is inappropriate B) use a percentage distribution (sometimes called a frequency distribution) C) compute an average such as a mean D) compute a standard deviation E) compute a range Answer: B Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 4 31) To summarize findings for metric measures the researcher should: A) not try to summarize findings to metric measures; it is inappropriate B) use a percentage distribution (sometimes called a frequency distribution) C) compute a frequency deviation D) compute an average such as a mean E) compute histograms Answer: D Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 4 32) ________ are physically verifiable characteristics such as age, gender, number of bottles purchased, etc.

A) Objective metric open-ended features B) Subjective metric open-ended features C) Objective properties D) Subjective properties E) Elemental properties Answer: C Diff: 1 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 33) Mental constructs cannot be directly observed, such as: A) objective metric open-ended features B) subjective metric open-ended features C) objective properties D) subjective properties E) elemental properties Answer: D Diff: 1 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5

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34) The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents. This process is known as ________.

A) reliability B) scale development C) validity D) objectivity E) subjectivity Answer: B Diff: 2 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 35) Scale development is primarily concerned with the creation or use of ________ measures.

A) synthetic metric B) natural metric C) natural categorical D) closed-ended E) synthetic open-ended Answer: A Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 36) What are the two goals of scale development?

A) effectiveness and efficiency B) effectiveness and validity C) validity and efficiency D) validity and reliability E) validity and value Answer: D Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 37) A ________ scale is one in which people will respond the same to an identical or similar question. A ________ scale truly measures the construct under study.

A) reliable; valid B) valid; reliable C) valid; valid D) valid, valued E) none of the above Answer: A Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5

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38) Which is true about the "neutral point" on symmetric synthetic scales?

A) there are no neutral points on these scales B) the neutral points should be counted as zeroes C) the neutral point is not considered an origin or zero D) there cannot be a "neutral point" on a synthetic scale E) none of the above Answer: C Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 39) The ________ format asks respondents to indicate their degree of agreement or disagreement with a statement.

A) l-Lifestyle statement inventory B) semantic differential C) constant sum scale D) Likert scale E) the "hiking" Answer: D Diff: 2 Page Ref: 162 AACSB: Analytic Skills Objective: LO 5 40) The ________ measures activities, interests and opinions (AIO's).

A) constant sum scale B) life-style inventory C) semantic differential scale D) synthetic action/ information/ online format E) origin scale Answer: B Diff: 2 Page Ref: 163 AACSB: Analytic Skills Objective: LO 5 41) Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A) constant sum scale B) life-style inventory C) semantic differential scale D) synthetic action/ information/ online format E) none; these are not measured by scaled-response formats Answer: C Diff: 2 Page Ref: 163 AACSB: Analytic Skills Objective: LO 5

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42) The Halo Effect is best avoided by: A) doing a couple of things wrong during the entire research project B) mixing favorable and unfavorable endpoints on a scale C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions D) substituting "good" measurements to replace those thought to be faulty E) none of the above; the Halo Effect cannot be avoided Answer: B Diff: 2 Page Ref: 164 AACSB: Analytic Skills Objective: LO 5 43) Which of the following scaled-response formats is good for measuring store, company or brand images?

A) constant sum scale B) life-style inventory C) semantic differential scale D) image analysis scales E) store analysis Answer: C Diff: 2 Page Ref: 165 AACSB: Analytic Skills Objective: LO 5 44) Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end (+3) and includes a 0 midpoint?

A) life-style inventory B) Stapel scale C) minus/plus scale D) balanced pole scale E) positive/negative scale Answer: B Diff: 2 Page Ref: 165 AACSB: Analytic Skills Objective: LO 5 45) Which scale is a good substitute for a semantic differential scale as it is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute?

A) life-style inventory B) Stapel scale C) minus/plus scale D) balanced pole scale E) positive/negative scale Answer: B Diff: 3 Page Ref: 165 AACSB: Analytic Skills Objective: LO 5 12 ..

46) A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called: A) an unbalanced categorical scale B) a balanced categorical scale C) a nonsymmetrical synthetic scale D) a symmetric synthetic scale E) a halo effect scale Answer: C Diff: 3 Page Ref: 165 AACSB: Analytic Skills Objective: LO 5 47) Which of the following scales might have an example that ranges from "Not Important" to "Extremely Important"?

A) Likert scale B) one-way labeled scale C) importance scale D) unimportance scale E) semantic differential scale Answer: B Diff: 2 Page Ref: 165 AACSB: Analytic Skills Objective: LO 5 48) Consider the question: "Rate the performance of your book bag from 1 to 5, where 1 means ‘poor' and 5 means ‘excellent.'" And, then you are given a number of performance factors such as "appearance," "roominess" and so on to rate. This is an example of a(an): A) n-point scale B) anchored n-point scale C) staple scale D) unanchored n-point scale E) anchored y-point scale Answer: B Diff: 2 Page Ref: 166 AACSB: Reflective Thinking Skills Objective: LO 5

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49) Which of the following is the following question an example of?

"On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?"

A) Likert scale B) one-way labeled scale C) importance scale D) unimportance scale E) un-anchored n-point scale Answer: E Diff: 2 Page Ref: 166 AACSB: Analytic Skills Objective: LO 5 50) In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is to: A) use neither B) use the symmetric scale unless the researcher is confident respondents will only use one side of the scale C) use the non-symmetric scale unless the researcher is confident that respondents will use both sides of the scale D) always use both to be certain that the respondent has a choice of how to best express his or her attitude E) none of the above Answer: B Diff: 3 Page Ref: 167 AACSB: Analytic Skills Objective: LO 5 51) When you want to measure frequency of use, which of the following scales is recommended?

A) One-way labeled B) Semantic differential C) Stapel D) Symmetric labeled E) Likert Answer: A Diff: 3 Page Ref: 168 AACSB: Reflective Thinking Skills Objective: LO 6 52) When the researcher uses an aided open-ended format, there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information, saying, for instance, "Can you think of anything else you felt was important when you purchased your last automobile?"

Answer: TRUE Diff: 2 Page Ref: 154 AACSB: Reflective Thinking Skills Objective: LO 1 14 ..

53) There are three basic question format options and each has two options.

Answer: TRUE Diff: 2 Page Ref: 153 AACSB: Analytic Skills Objective: LO 1 54) The three basic question formats are: open-ended, categorical, and metric.

Answer: TRUE Diff: 2 Page Ref: 153 AACSB: Analytic Skills Objective: LO 1 55) In the unaided open-ended format, there is a response probe in the form of a follow-up question, instructing the interviewer to ask for additional information.

Answer: FALSE Diff: 1 Page Ref: 154 AACSB: Analytic Skills Objective: LO 1 56) Dual-choice and multiple-choice questions are both options of the metric response format.

Answer: FALSE Diff: 1 Page Ref: 154 AACSB: Analytic Skills Objective: LO 1 57) "Check all that apply" questions are really dual-choice categorical response questions.

Answer: TRUE Diff: 3 Page Ref: 155 AACSB: Analytic Skills Objective: LO 1 58) When the answer is a number that expresses some quantity of the property being measured, we have a metric response format question.

Answer: TRUE Diff: 2 Page Ref: 155 AACSB: Analytic Skills Objective: LO 1 59) Natural metric formats may include scale descriptors such as "poor," "fair," "good," "very good," and "excellent."

Answer: FALSE Diff: 2 Page Ref: 155 AACSB: Analytic Skills Objective: LO 1

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60) "How much do you weigh?" is an example of a synthetic metric format question.

Answer: TRUE Diff: 2 Page Ref: 155 AACSB: Analytic Skills Objective: LO 1 61) "How satisfied are you with your textbook, measured on a scale from 1 to 5 with 1 being ‘not satisfied at all' and 5 being ‘very satisfied'", is an example of a natural metric-response format question.

Answer: FALSE Diff: 2 Page Ref: 155 AACSB: Reflective Thinking Skills Objective: LO 1 62) We are really measuring properties—sometimes called attributes or qualities—of objects.

Answer: TRUE Diff: 2 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2 63) When a researcher specifies the procedure to measure a property of an object, the procedure is referred to as a measurement level.

Answer: FALSE Diff: 1 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2 64) Research objectives specify which properties are to be measured in any particular research project.

Answer: TRUE Diff: 1 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2 65) Levels of measurement of a scale are: open-ended, categorical, and metric.

Answer: TRUE Diff: 2 Page Ref: 156 AACSB: Analytic Skills Objective: LO 2 66) Categorical measures are the most difficult level of measurement to analyze.

Answer: FALSE Diff: 2 Page Ref: 156 AACSB: Analytic Skills Objective: LO 3

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67) Asking how many dollars a consumer is willing to spend on a new product is an example of a natural metric scale.

Answer: TRUE Diff: 2 Page Ref: 157 AACSB: Reflective Thinking Skills Objective: LO 2 68) Whether a question format is categorical or metric greatly impacts what he or she can or cannot say about these concepts.

Answer: TRUE Diff: 3 Page Ref: 158 AACSB: Reflective Thinking Skills Objective: LO 4 69) When researchers wrestle with operational definitions of their scales, they are simultaneously taking into account the data analysis as well as the presentation layout they will be using in the final report.

Answer: TRUE Diff: 2 Page Ref: 158 AACSB: Analytic Skills Objective: LO 4 70) If you use a categorical measure, you can calculate an average.

Answer: FALSE Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 4 71) If you use a metric measure, you can calculate an average.

Answer: TRUE Diff: 3 Page Ref: 160 AACSB: Analytic Skills Objective: LO 4 72) The appropriate way to summarize a metric measurement scale is through percentages illustrated in charts, such as pie charts or in frequency distributions.

Answer: FALSE Diff: 2 Page Ref: 160 AACSB: Analytic Skills Objective: LO 4 73) Objective properties are physically verifiable.

Answer: TRUE Diff: 1 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 17 ..

74) The process of developing response formats that are very clear and that are used identically by the various respondents is called scale development.

Answer: TRUE Diff: 2 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 75) A valid scale is one in which a respondent responds in the same or in a very similar manner to an identical or nearly identical question.

Answer: FALSE Diff: 2 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 76) Obviously, if a measure is unreliable and elicits wildly different answers from the same person when that person is unchanged from administration to administration of the question, there is something very wrong with the question.

Answer: TRUE Diff: 2 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 77) Since every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

Answer: FALSE Diff: 2 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 78) Scales that have counter-balancing positive and negative degrees of intensity are called symmetric scales.

Answer: TRUE Diff: 1 Page Ref: 160 AACSB: Analytic Skills Objective: LO 5 79) A scale which asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a semantic differential scale.

Answer: FALSE Diff: 2 Page Ref: 162 AACSB: Analytic Skills Objective: LO 5

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80) The life-style inventory is a special application of the Likert scale.

Answer: TRUE Diff: 3 Page Ref: 163 AACSB: Analytic Skills Objective: LO 5 81) A consumer likes the restaurant "Red Lobster" and so answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

Answer: TRUE Diff: 2 Page Ref: 164 AACSB: Reflective Thinking Skills Objective: LO 5 82) The basis of the Stapel scale format is numerical rather than verbal or visual.

Answer: TRUE Diff: 2 Page Ref: 165 AACSB: Analytic Skills Objective: LO 5 83) Scales having 5 points, 7 points, or 10 points are known as n-point scales.

Answer: TRUE Diff: 1 Page Ref: 166 AACSB: Analytic Skills Objective: LO 5 84) "Anchored" means that the scale has a very high score on one end.

Answer: FALSE Diff: 1 Page Ref: 166 AACSB: Analytic Skills Objective: LO 5 85) "On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?" is an example of an anchored n-point scale.

Answer: FALSE Diff: 2 Page Ref: 166 AACSB: Analytic Skills Objective: LO 5 86) If a researcher is confident that few, if any, respondents will use the negative side of a symmetric scale, he/she may opt for a non-symmetric scale. If in doubt, the researcher should pretest the scale.

Answer: TRUE Diff: 3 Page Ref: 167 AACSB: Reflective Thinking Skills Objective: LO 5 19 ..

87) Our authors recommend some scales to measure constructs often measured in marketing research studies. For example, they recommend a semantic differential or a Stapel scale to measure the construct's brand image. They recommend a one-way labeled scale to measure the construct's importance.

Answer: TRUE Diff: 3 Page Ref: 167-168 AACSB: Reflective Thinking Skills Objective: LO 6 88) A symmetric labeled scale is recommended to measure lifestyle or opinion.

Answer: FALSE Diff: 2 Page Ref: 168 AACSB: Reflective Thinking Skills Objective: LO 6

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Basic Marketing Research, 3e (Burns) Chapter 8 Designing Data Collection Forms 1) A researcher may be interested in seeing how shoppers behave when exposed to a promotional display in a supermarket rather than knowing what they think about the display. In this case, the researcher would want to observe the behavior of the shoppers. What form would the researcher use?

A) questionnaire B) observation form C) behavior form D) permanent record E) survey Answer: B Diff: 1 Page Ref: 176 AACSB: Reflective Thinking Skills Objective: LO 1 2) A(n) ________ is the vehicle used to pose questions that the researcher wants respondents to answer.

A) interview process B) data collection C) telephone D) questionnaire E) statistical package Answer: D Diff: 1 Page Ref: 176 AACSB: Analytic Skills Objective: LO 1 3) Which of the following functions does a questionnaire serve?

A) translates research objectives into specific questions B) standardizes specific questions and response categories C) serves as a permanent record of research D) through wording and question flow, it fosters respondent cooperation E) all of the above Answer: E Diff: 2 Page Ref: 176 AACSB: Analytic Skills Objective: LO 1

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4) In questionnaire design, the researcher: A) contemplates various question formats B) determines the sampling frame C) considers a number of factors characterizing a survey D) a and c E) all of the above Answer: D Diff: 2 Page Ref: 177 AACSB: Analytic Skills Objective: LO 1 5) Which step is right after question development in the Questionnaire Development Process?

A) Determine research objectives B) Decide on data collection method C) Question evaluation D) Pretest E) Revise as needed Answer: C Diff: 2 Page Ref: 177 AACSB: Analytic Skills Objective: LO 1 6) What is question bias?

A) a respondent reacting negatively to a question B) the process of writing a question so that only a small group of the respondents understand the question C) the ability of a question's wording or format to influence respondents' answers D) using screening questions to disqualify unwanted respondents E) none of the above Answer: C Diff: 2 Page Ref: 178 AACSB: Analytic Skills Objective: LO 1 7) Which of the following is true about the questionnaire development process?

A) There is no questionnaire development process; each study is unique.

B) Sample size is included in the process because you must know how many questions to include.

C) You should gain client approval, pretest, and revise as needed.

D) Data should be gathered early during the development process.

E) all of the above are steps in the questionnaire development process Answer: C Diff: 2 Page Ref: 178 AACSB: Analytic Skills Objective: LO 1

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8) According to your text, in question development, questions should be: A) understandable, unambiguous, and unbiased B) easy, understandable, long, and appropriate C) appropriate, unbiased, and short D) understandable, attitudinal, loaded and unbiased E) leading but leading not only to desired answers Answer: A Diff: 2 Page Ref: 178 AACSB: Analytic Skills Objective: LO 1 9) Which of the following is NOT an accurate representation of the content of the discussion on the difficulty of developing a question's precise wording?

A) A single word can make a difference in how study participants respond to a question.

B) As little as a one word in a question can result in question bias that will distort the findings of the survey.

C) Words that we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire.

D) Any is not listed in the Ten Words to Avoid in Question Development.

E) Changing the word the in "Did you see the broken headlight?" to a can make a difference in how people respond to the question.

Answer: D Diff: 3 Page Ref: 178-179 AACSB: Reflective Thinking Skills Objective: LO 1 10) In the question, "What was the most important factor that convinced you it was time to make this purchase?" which word is one of the "words to avoid in question development"?

A) important B) convinced C) you D) most E) factor Answer: D Diff: 2 Page Ref: 179 AACSB: Reflective Thinking Skills Objective: LO 1

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11) In the question, "Do you always buy electronic products from Dell?" which word is one of the "words to avoid in question development"?

A) always B) buy C) you D) from E) Dell Answer: A Diff: 1 Page Ref: 179 AACSB: Reflective Thinking Skills Objective: LO 1 12) ________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized.

A) Error minimization process B) Question construction C) Question evaluation D) Bias minimization E) Screening question process Answer: C Diff: 2 Page Ref: 179 AACSB: Analytic Skills Objective: LO 2 13) According to the "do's" of question wording, a question should be: A) focused B) grammatically simple C) brief D) crystal clear E) all of the above Answer: E Diff: 1 Page Ref: 180 AACSB: Analytic Skills Objective: LO 2 14) The question, "What type of hotel do you usually stay in when on a trip?" violates which of the "do's" of question wording?

A) focused B) simple C) brief D) crystal clear E) overstatement Answer: A Diff: 3 Page Ref: 180 AACSB: Analytic Skills Objective: LO 2 4 ..

15) Which of the following questions did your text use as an example of a leading question?

A) "Don't you see problems with using your credit card for an online purchase?"

B) "Should people be allowed to protect themselves from harm by using a taser as self-defense?"

C) "Were you satisfied with the restaurant's food and service?"

D) "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

E) "How many and what brands of aspirin did you see the last time you bought aspirin?"

Answer: A Diff: 3 Page Ref: 182 AACSB: Reflective Thinking Skills Objective: LO 3 16) "Should people be allowed to protect themselves from harm by using mace as self-defense?" is an example of a(n) ________ question.

A) leading B) loaded C) double-barreled D) overstated E) screening Answer: B Diff: 3 Page Ref: 182 AACSB: Reflective Thinking Skills Objective: LO 3 17) The question ""If you were looking for an automobile that would be used by the head of your household who is primarily responsible for driving your children to and from school, music lessons, and friends' houses, how much would you and your spouse discuss the safety features of one of the cars you took for a test drive?" violates which of the following "Do's" of question wording?

A) The question should focus on one topic.

B) The question should be brief.

C) The question should be a grammatically simple sentence if possible.

D) The question should be crystal clear.

E) The question should "lead" the respondent to a particular answer.

Answer: C Diff: 3 Page Ref: 180 AACSB: Reflective Thinking Skills Objective: LO 2

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18) "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?" is an example of a(n) ________ question.

A) leading B) loaded C) double-barreled D) overstated E) screening Answer: D Diff: 3 Page Ref: 184 AACSB: Reflective Thinking Skills Objective: LO 3 19) Questionnaire organization refers to: A) the order of words within a question B) the order in which a firm conducts questionnaires C) the ability of a researcher to produce an organized questionnaire D) a professional group of experts whose specialty is designing questionnaires E) none of the above Answer: E Diff: 3 Page Ref: 185-186 AACSB: Analytic Skills Objective: LO 4 20) The introduction written to accompany a mail survey or online survey is normally referred to as a(n): A) opening B) cover letter C) salutation D) greeting E) request for honest opinion Answer: B Diff: 1 Page Ref: 185 AACSB: Analytic Skills Objective: LO 4 21) Which of the following does not identify the sponsor's name?

A) a disguised survey B) a confidential survey C) an anonymous survey D) an "undercover" survey E) none of the above; sponsors must always be identified to comply with FTC rules Answer: A Diff: 2 Page Ref: 186 AACSB: Analytic Skills Objective: LO 4 6 ..

22) ________ are offers to do something for the respondents in order to ________ the probability that the respondents will participate in the survey.

A) Incentives; increase B) Incentives; decrease C) Bribes; increase D) Bribes; decrease E) none of the above Answer: A Diff: 1 Page Ref: 187 AACSB: Reflective Thinking Skills Objective: LO 4 23) Which of the following occurs when the respondent is assured that neither the respondent's name nor any identifying designation will be associated with his or her responses?

A) Confidentiality B) Exclusivity C) Anonymity D) Secrecy E) A promise Answer: B Diff: 2 Page Ref: 187 AACSB: Reflective Thinking Skills Objective: LO 4 24) Which of the following means that the respondent's name is known by the researcher, but not divulged to a third party?

A) Anonymity B) Confidentiality C) Exclusivity D) Secrecy E) Secret identity Answer: B Diff: 2 Page Ref: 187 AACSB: Reflective Thinking Skills Objective: LO 4 25) ________ questions are used to ferret out respondents who do not meet certain qualifications.

A) Qualified B) Screening C) Identifying D) Ferreting E) Weed-out Answer: B Diff: 1 Page Ref: 188 AACSB: Analytic Skills Objective: LO 4 7 ..

26) Questions that are used to classify respondents into various groups for purposes of analysis are called: A) transitions B) warm-up C) skip D) classification E) ferreting Answer: D Diff: 1 Page Ref: 190 AACSB: Analytic Skills Objective: LO 4 27) A study of factors thought to be important in purchasing an automobile uses the following question: "Have you purchased an automobile in the last two years?" This is an example of what type of question?

A) screening B) warm-up C) complicated D) classification E) ferreting Answer: A Diff: 3 Page Ref: 188 AACSB: Reflective Thinking Skills Objective: LO 4 28) "Now, I would like to ask you a few questions about your family's television viewing habits" is an example of a ________ statement.

A) screening B) warm-up C) complicated D) transition E) ferreting Answer: D Diff: 2 Page Ref: 188 AACSB: Reflective Thinking Skills Objective: LO 4 29) A ________ question is one whose answer affects which question will be asked next.

A) screening B) warm-up C) complicated D) transition E) skip Answer: E Diff: 1 Page Ref: 189 AACSB: Analytic Skills Objective: LO 4 8 ..

30) Which of the following is NOT mentioned by your textbook as a distinct advantage of computer-assisted questionnaire design software packages?

A) They are easier.

B) They are faster.

C) They are friendlier.

D) They provide significant functionality beyond that available with a traditional word processor.

E) They are cheaper.

Answer: E Diff: 2 Page Ref: 190 AACSB: Use of IT Objective: LO 5 31) Software programs that allow researchers to use computer technology to develop and disseminate questionnaires and, in some cases, to retrieve and analyze data gathered by the questionnaire are referred to as: A) computer-assisted questionnaire design B) computerized questionnaires C) high-tech CAQD D) CQD programs E) CANINE Programs Answer: A Diff: 1 Page Ref: 190 AACSB: Use of IT Objective: LO 5 32) A final task in questionnaire design is ________ questions, which is the use of numbers associated with question response options to facilitate data analysis after the survey has been conducted.

A) re-writing B) testing C) coding D) response-writing E) numbering Answer: C Diff: 2 Page Ref: 191 AACSB: Analytic Skills Objective: LO 6

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33) Which of the following is NOT a basic rule for questionnaire coding?

A) Every closed-ended question should have a code number associated with every possible response.

B) Use single-digit code numbers, beginning with "1," incrementing them by one and using the logical direction of the response scale.

C) Use the same coding system for questions with identical response options regardless of where these questions are positioned in the questionnaire.

D) Remember that a "check all that apply" question is simply a special case of a "yes" or "no" question, so use a "1" (="yes") and "0" (="no") coding system. You will want to consider each concept being tested as a separate question.

E) When possible, set up the coding system as soon as possible after the questionnaire is finalized.

Answer: E Diff: 3 Page Ref: 192 AACSB: Analytic Skills Objective: LO 6 34) Which of the following refers to a dry run of the survey on a small, representative set of respondents to reveal errors in the questionnaire?

A) q-test B) beta test C) posttest D) pretest E) dry runs Answer: D Diff: 2 Page Ref: 192 AACSB: Analytic Skills Objective: LO 7 35) How many respondents are normally involved in a pretest?

A) 1-5 B) 5-10 C) 20-25 D) over 25 E) as many as the researcher can possibly get to participate Answer: B Diff: 3 Page Ref: 192 AACSB: Analytic Skills Objective: LO 7 36) A questionnaire is the vehicle to pose questions that a researcher wants respondents to answer.

Answer: TRUE Diff: 1 Page Ref: 176 AACSB: Analytic Skills Objective: LO 1 10 ..

37) Questionnaires serve as enduring records of the research.

Answer: TRUE Diff: 2 Page Ref: 176 AACSB: Analytic Skills Objective: LO 1 38) Studies have shown that though the design of a questionnaire is very important, it does not directly affect the quality of the data collected.

Answer: FALSE Diff: 2 Page Ref: 176 AACSB: Analytic Skills Objective: LO 1 39) The researcher strives to minimize question bias, defined as the ability of a question's wording or format to influence respondents' answers.

Answer: TRUE Diff: 2 Page Ref: 176 AACSB: Analytic Skills Objective: LO 1 40) Developing a question's precise wording is not easy. A single word can make a difference in how study participants respond to a question.

Answer: TRUE Diff: 2 Page Ref: 178 AACSB: Analytic Skills Objective: LO 1 41) Using the word "the" instead of "a" can make a difference in the way respondents answer a question.

Answer: TRUE Diff: 2 Page Ref: 178 AACSB: Analytic Skills Objective: LO 1 42) Words like all and worst are considered "extreme absolutes."

Answer: TRUE Diff: 2 Page Ref: 179 AACSB: Analytic Skills Objective: LO 1

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43) Question bias amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded such that respondents understand it and can respond to it with relative ease.

Answer: FALSE Diff: 2 Page Ref: 179 AACSB: Analytic Skills Objective: LO 2 44) A good question should be focused on a single topic or issue.

Answer: TRUE Diff: 1 Page Ref: 180 AACSB: Analytic Skills Objective: LO 2 45) According to your authors, "unnecessary and redundant words should be eliminated" fits with the idea that a question should be focused on a single topic.

Answer: FALSE Diff: 2 Page Ref: 180 AACSB: Reflective Thinking Skills Objective: LO 2 46) The question "How many children do you have?" is an example of a question that is about as crystal clear as a question can be.

Answer: FALSE Diff: 3 Page Ref: 180 AACSB: Analytic Skills Objective: LO 2 47) The question "Don't you see problems with using your credit card for an online purchase?" is an example of a loaded question.

Answer: FALSE Diff: 3 Page Ref: 180 AACSB: Analytic Skills Objective: LO 3 48) The question: "Since our country's Founding Fathers gave us the right to bear arms, aren't you against gun control legislation?" is an example of a loaded question.

Answer: TRUE Diff: 3 Page Ref: 182 AACSB: Reflective Thinking Skills Objective: LO 3 49) A double-barreled question is one that places undue emphasis on some aspect of the topic.

Answer: FALSE Diff: 2 Page Ref: 182 AACSB: Analytic Skills Objective: LO 3 12 ..

50) An overstated question is one that places undue emphasizes on some aspect of the topic.

Answer: TRUE Diff: 1 Page Ref: 184 AACSB: Analytic Skills Objective: LO 3 51) Questionnaire organization is important because the questionnaire's appearance and the ease with which respondents complete the questions have the potential to affect the quality of the data collected.

Answer: TRUE Diff: 1 Page Ref: 184-185 AACSB: Analytic Skills Objective: LO 4 52) The introduction is very important in questionnaire design.

Answer: TRUE Diff: 1 Page Ref: 185 AACSB: Analytic Skills Objective: LO 4 53) The introduction to the questionnaire has only one function and that is to introduce the potential respondent to the research project.

Answer: FALSE Diff: 3 Page Ref: 185 AACSB: Analytic Skills Objective: LO 4 54) In an undisguised survey, the respondent is identified.

Answer: TRUE Diff: 3 Page Ref: 186 AACSB: Analytic Skills Objective: LO 4 55) In a disguised survey, the respondent is not identified.

Answer: FALSE Diff: 2 Page Ref: 186 AACSB: Analytic Skills Objective: LO 4 56) You don't need to ask prospective respondents for their participation in the survey; your desire for their participation is assumed.

Answer: FALSE Diff: 2 Page Ref: 186 AACSB: Analytic Skills Objective: LO 4 13 ..

57) Anonymity means that a researcher knows a respondent's name, but does not pass it on to a third party.

Answer: FALSE Diff: 3 Page Ref: 187 AACSB: Analytic Skills Objective: LO 4 58) Researchers agree that screening questions should appear early, at least in the top third of question sequencing, so as not to waste anyone's time.

Answer: FALSE Diff: 3 Page Ref: 188 AACSB: Analytic Skills Objective: LO 4 59) The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.

Answer: TRUE Diff: 2 Page Ref: 188 AACSB: Analytic Skills Objective: LO 4 60) Transition questions are simple and easy-to-answer questions that are used to get the respondents' interest and to demonstrate the ease of responding to the research request.

Answer: FALSE Diff: 2 Page Ref: 188 AACSB: Analytic Skills Objective: LO 4 61) A skip question is one that is skipped by most respondents due to its difficulty.

Answer: FALSE Diff: 2 Page Ref: 189 AACSB: Analytic Skills Objective: LO 4 62) The warm-up questions immediately follow screening questions.

Answer: TRUE Diff: 3 Page Ref: 188 AACSB: Analytic Skills Objective: LO 4 63) Questions about the highest level of education a respondent has attained, their age, their income level, or marital status are classification questions.

Answer: TRUE Diff: 2 Page Ref: 190 AACSB: Analytic Skills Objective: LO 4 14 ..

64) Computer-assisted questionnaire design is easy, fast, friendly, and flexible.

Answer: TRUE Diff: 1 Page Ref: 190 AACSB: Analytic Skills Objective: LO 5 65) Many of the software programs for questionnaire design have provisions for data analysis, graphic presentation, and report formats of results.

Answer: TRUE Diff: 2 Page Ref: 191 AACSB: Analytic Skills Objective: LO 5 66) An important, but secondary, objective of coding is to represent each possible response with a unique number because numbers are easier and faster to use in computer tabulation programs.

Answer: FALSE Diff: 3 Page Ref: 191 AACSB: Analytic Skills Objective: LO 6 67) In coding a questionnaire, a "check all that apply" question is simply a special case of a "yes" or "no" question, so use a "1" (="yes") and "0" (="no") coding system. You will want to consider each concept being tested as a separate question.

Answer: TRUE Diff: 3 Page Ref: 192 AACSB: Analytic Skills Objective: LO 6 68) Before the questions are administered, participants should NOT be informed of the pretest; you don't want them to be biased during the pretest.

Answer: FALSE Diff: 3 Page Ref: 192 AACSB: Analytic Skills Objective: LO 7 69) Before administering the final survey questionnaire to the sample, researchers should pretest the survey to reveal any errors in the questionnaire.

Answer: TRUE Diff: 1 Page Ref: 192 AACSB: Analytic Skills Objective: LO 7 70) It is customary to have between 300 to 500 participants in a pretest.

Answer: FALSE Diff: 2 Page Ref: 192 AACSB: Analytic Skills Objective: LO 7 15 ..

Basic Marketing Research, 3e (Burns) Chapter 9 Determining Sample Size and the Sample Plan 1) The ________ is the entire group under study as specified by a research project.

A) population B) sample frame C) communicate sample D) total sample E) none of the above Answer: A Diff: 1 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 2) A sample is a subset of a group that should: A) include everyone in the population B) represent the entire group (population) C) represent a group within the population D) be as inexpensive as possible E) none of the above Answer: B Diff: 2 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 3) A ________ is defined as an accounting of everyone in the population.

A) population B) sample frame C) communicate sample D) total sample E) census Answer: E Diff: 1 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 4) Which of the following causes sampling error?

A) the method of sample selection B) the size of the sample C) the method of the sample selection and the size of the sample D) miscounting and other clerical errors E) the size of the sample and clerical errors Answer: C Diff: 2 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 1 ..

5) ________ is some list of all the members of the population.

A) Sample estimate B) Sample directory C) Sample frame D) Population directory E) all of the above Answer: C Diff: 2 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 6) It is the researcher's responsibility to select only sample frames that: A) perfectly represent the true population B) have the least amount of error at a reasonable cost C) have no error regardless of the cost D) have error limited to 20%-30% E) none of the above; researchers do not choose the sample frame Answer: B Diff: 1 Page Ref: 199 AACSB: Analytic Skills Objective: LO 1 7) The accuracy of a sample is often expressed as: A) the number of centimeters it is from the true population frame B) the cost of making an inaccurate estimate C) the number of respondents needed to make the sample 100% accurate D) a plus-or-minus percentage, such as + or – 5% E) a mistake Answer: D Diff: 3 Page Ref: 199 AACSB: Analytic Skills Objective: LO 2 8) The interpretation of sample accuracy uses the following logic: If you use a sample size with an accuracy level of ±5%, when you analyze your survey's findings, ________.

A) they will be about +5% of what you would find if you performed a census B) they will be about -5% of what you would find if you performed a census C) they will be about +95% of what you would find if you performed a census D) they will be about -95% of what you would find if you performed a census E) they will be the same as what you would find if you performed a census Answer: D Diff: 1 Page Ref: 199 AACSB: Reflective Thinking Skills Objective: LO 2

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9) The relationship between sample size and sample accuracy is that as sample size increases: A) sample error decreases B) sample error increases C) sample error remains constant D) sample error becomes unitary E) none of the above; sample size does not affect sample accuracy Answer: A Diff: 1 Page Ref: 200 AACSB: Reflective Thinking Skills Objective: LO 2 10) Which of the following is true in terms of the relationship between sample size and sample accuracy?

A) There is a linear relationship; the larger the sample, the greater the accuracy.

B) There is no relationship; sample size does not affect sample accuracy.

C) Accuracy is set by the researcher and is not affected by the sample size.

D) After a sample size of about 500, large gains in sample accuracy are not realized--even with large increases in sample size.

E) After a sample size of about 1,500, large gains in sample accuracy are not realized--even with large increases in sample size.

Answer: D Diff: 3 Page Ref: 200 AACSB: Analytic Skills Objective: LO 2 11) What does the p stand for in the confidence interval formula for sample size?

A) estimated percentage of the population B) actual percentage of the population C) estimated percentage of the sample D) a parsimonious sample size E) none of the above Answer: A Diff: 3 Page Ref: 201 AACSB: Analytic Skills Objective: LO 2 12) In the confidence interval formula for sample size, q= A) e2 B) 100%-p C) e+p D) p/100 E) p+e*z Answer: B Diff: 2 Page Ref: 201 AACSB: Analytic Skills Objective: LO 2 3 ..

13) In the confidence interval formula for sample size, the symbol r represents an estimate of: A) the relationship between the p's and q's in the population B) the resolution of the population C) the robustness needed to have an accurate sample D) the restricted power of the sample E) none of the above; the formula has no r Answer: E Diff: 3 Page Ref: 201 AACSB: Analytic Skills Objective: LO 2 14) The use of p=50%, q=50% is a research industry standard at least in part because: A) it is the most conservative p-q combination B) it generates the largest sample size C) it is preferred to guessing about variability D) there may be little prior knowledge about the population to be studied E) all of the above are true Answer: E Diff: 3 Page Ref: 202 AACSB: Analytic Skills Objective: LO 2 15) For a 95% confidence level, z= A) 2.58 B) 2.38 C) 1.99 D) 1.96 E) 1.00 Answer: D Diff: 2 Page Ref: 202 AACSB: Analytic Skills Objective: LO 2 16) In the confidence interval formula for sample size, the symbol e represents: A) efficiency of the sample (desired accuracy given the cost) B) sample frame error C) acceptable error (desired accuracy level) D) elasticity E) none of the above; the formula has no e Answer: C Diff: 2 Page Ref: 201 AACSB: Analytic Skills Objective: LO 2

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17) In a 90%/10% split between two possible answers to a survey question, p times q becomes: A) 9 B) 90 C) 900 D) 9,000 E) 0.090 Answer: C Diff: 2 Page Ref: 201 AACSB: Reflective Thinking Skills Objective: LO 2 18) In the following sample size formula, which level of confidence is being used?

A) 90% B) 95% C) 99% D) 68% E) none of the above Answer: C Diff: 3 Page Ref: 201 AACSB: Reflective Thinking Skills Objective: LO 2 19) In the following sample size formula, what percent level of accuracy is desired?

A) 0% B) 5% C) 9% D) 3% E) 0.025 Answer: B Diff: 3 Page Ref: 201 AACSB: Reflective Thinking Skills Objective: LO 2

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20) In the sample size formula for a mean, the s stands for: A) sample size B) standard error C) sample estimate D) precision E) variability Answer: E Diff: 3 Page Ref: 203 AACSB: Reflective Thinking Skills Objective: LO 2 21) The ________ is the percent of individuals in the sample who qualify to take the survey.

A) qualification rate B) qualification percentage C) incidence rate D) response rate E) none of the above Answer: C Diff: 2 Page Ref: 205 AACSB: Analytic Skills Objective: LO 2 22) The ________ represents how many people will actually complete the interview.

A) qualification rate B) completion rate C) incidence rate D) response rate E) incidental level Answer: C Diff: 2 Page Ref: 205 AACSB: Analytic Skills Objective: LO 2 23) Which of the following is true regarding the XL Data Analyst Excel macro software that came with your book?

A) XL Data Analyst only runs statistical tests.

B) XL Data Analyst allows you to access Excel but provides no additional analysis.

C) XL Data Analyst allows you to calculate the sample size.

D) XL Data Analyst calculates both n and r for you.

E) all of the above are true Answer: C Diff: 2 Page Ref: 206 AACSB: Analytic Skills Objective: LO 2

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24) When you use your XL Data Analyst to calculate the sample size, you must specify: A) the allowable error, estimate p, estimate q and estimate r B) the allowable error, estimate m, estimate q C) the allowable error, estimate of lsmft D) the allowable error, estimated p E) none of the above; XL Data Analyst does not calculate sample size Answer: D Diff: 3 Page Ref: 206 AACSB: Use of IT Objective: LO 2 25) There are two major types of sample plans: ________ and ________.

A) small, large B) incidence, completion C) accurate, faulty D) probability, nonprobability E) congruent, incongruent Answer: D Diff: 1 Page Ref: 207 AACSB: Analytic Skills Objective: LO 3 26) Sample methods that embody random sampling are often termed ________.

A) probability sampling methods B) nonprobability sampling methods C) congruent sampling methods D) incongruent sampling methods E) randomized sampling methods Answer: A Diff: 2 Page Ref: 207 AACSB: Analytic Skills Objective: LO 3 27) The "law of large sample size" refers to: A) confusing the size of the sample with the representativeness of the sample B) the industry standard referring to the need for a sample size of 500 respondents C) the industry standard that the accuracy benefits of excessively large samples are typically greatly justified by their increased costs D) calculating the restrictive power of the sample to 95% or more E) all of the above Answer: A Diff: 2 Page Ref: 206 AACSB: Analytic Skills Objective: LO 3

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28) Why is it important for marketing managers to know the motivations underlying the sample size recommendations of the researchers that they hire?

A) A manager's cost may be unnecessarily inflated.

B) Unethical researchers may use large sample sizes to increase profits.

C) Unethical researchers may have ownership in a data collection company.

D) Researchers' profits may be a percentage of total costs.

E) all of the above Answer: D Diff: 1 Page Ref: 206 AACSB: Ethics Objective: LO 2 29) Which of the following is NOT considered a probability sampling method?

A) simple random B) systematic C) cluster D) stratified E) convenience Answer: E Diff: 2 Page Ref: 207 AACSB: Analytic Skills Objective: LO 4 30) Which of the following sampling methods would the following formula be used with?

Probability of selection = Sample size/Population size A) Simple random B) Systematic C) Cluster D) Stratified E) Judgment Answer: A Diff: 2 Page Ref: 208 AACSB: Analytic Skills Objective: LO 4 31) A list of the members of the population and a skip interval are used in which of the following sampling methods?

A) simple random B) systematic C) cluster D) stratified E) convenient skip Answer: B Diff: 2 Page Ref: 211 AACSB: Reflective Thinking Skills Objective: LO 4 8 ..

32) One form of probability sampling is known as ________ sampling, in which the population is divided into subgroups, each of which may represent the entire population.

A) simple random B) systematic C) cluster D) stratified E) convenient skip Answer: C Diff: 2 Page Ref: 211 AACSB: Reflective Thinking Skills Objective: LO 4 33) If the population is believed to have a skewed distribution for one of more of its distinguishing factors, which of the following should be used?

A) simple random B) systematic C) cluster D) stratified E) convenient skip Answer: D Diff: 3 Page Ref: 212 AACSB: Reflective Thinking Skills Objective: LO 4 34) A(n) ________ sample is any other allocation that would occur if we based our sample size per stratum not on its proportionate share of the population but on its variance as per our sample size formula.

A) unequal B) proportionate C) disproportionate D) restrictive E) variable Answer: C Diff: 3 Page Ref: 214 AACSB: Analytic Skills Objective: LO 4

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35) Selecting a telephone number from the directory and adding a randomly selected digit, such as a "3" is called: A) plus-one dialing B) add-digit dialing C) random-plus dialing D) digit-plus dialing E) plus-three dialing Answer: A Diff: 2 Page Ref: 211 AACSB: Analytic Skills Objective: LO 4 36) Which of the following is/are necessary for systematic sampling?

A) random-starting point and skip interval B) random-digit dialing and skip interval C) random-plus dialing, random selection and skip interval D) just a skip interval E) systematically partitioning data from the sample Answer: A Diff: 2 Page Ref: 211 AACSB: Analytic Skills Objective: LO 4 37) The skip interval is calculated by dividing the ________ by the sample size.

A) random-starting point B) population list size C) interval size D) size of "r" E) none of the above; there is no such thing as a formula for "skip interval" Answer: B Diff: 3 Page Ref: 211 AACSB: Analytic Skills Objective: LO 4 38) Which type of sampling method uses area sampling?

A) geographical sampling B) stratified sampling C) cluster sampling D) two-step judgment sampling E) convenience sampling Answer: C Diff: 3 Page Ref: 212 AACSB: Analytic Skills Objective: LO 4

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39) Stratified sampling is used with a skewed population, and the researcher identifies ________ contained within the population based on their differences.

A) systems B) samples C) strata D) persons E) skews Answer: C Diff: 2 Page Ref: 212 AACSB: Reflective Thinking Skills Objective: LO 4 40) In stratified sampling, there is a procedure that allows you to take information from each stratum to calculate an estimate of the overall population average. The procedure uses: A) a skewed average B) a non-skewed average C) a disproportionate average D) a weighted average E) the restrictive power, r, of the sample Answer: D Diff: 3 Page Ref: 214 AACSB: Reflective Thinking Skills Objective: LO 4 41) Which sampling method is not based on fairness, equity or equal chance?

A) non-equity sampling B) disproportionate sampling C) unfair sampling D) non-probability sampling E) simple samples Answer: D Diff: 2 Page Ref: 214 AACSB: Analytic Skills Objective: LO 4 42) Non-probability sampling methods take shortcuts that: A) save time, effort, and money B) obliterate the equal-chance guarantee of any probability sampling method C) evidence a lazy researcher D) lead to accurate, representative results at reduced costs E) both A and B Answer: E Diff: 2 Page Ref: 214 AACSB: Analytic Skills Objective: LO 4

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43) A survey conducted at a busy pedestrian intersection is an example of: A) convenience sampling B) judgment sampling C) referral sampling D) quota sampling E) hallway sampling Answer: A Diff: 2 Page Ref: 214 AACSB: Reflective Thinking Skills Objective: LO 4 44) Using a knowledgeable person to decide who would be in a sample is an example of: A) convenience sampling B) judgment sampling C) referral sampling D) quota sampling E) systematic sampling Answer: B Diff: 2 Page Ref: 214 AACSB: Reflective Thinking Skills Objective: LO 4 45) What is another name for a referral sample?

A) convenience sample B) judgment sample C) snowball sample D) friend sample E) aided sample Answer: C Diff: 2 Page Ref: 216 AACSB: Analytic Skills Objective: LO 4 46) Members of a population who are less well known, disliked, or whose opinions conflict with the respondents' have a low probability of being selected into a ________.

A) convenience sampling B) judgment sampling C) referral sampling D) quota sampling E) popularity sampling Answer: C Diff: 3 Page Ref: 216 AACSB: Reflective Thinking Skills Objective: LO 4

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47) Which of the following samples is used as a means of ensuring that convenience samples will have the desired proportions of different respondent classes?

A) convenience sampling B) judgment sampling C) referral sampling D) quota sampling E) proportionate Answer: D Diff: 3 Page Ref: 217 AACSB: Reflective Thinking Skills Objective: LO 4 48) The most commonly used nonprobability sampling method is ________.

A) convenience sampling B) judgment sampling C) referral sampling D) quota sampling E) popularity sampling Answer: D Diff: 3 Page Ref: 217 AACSB: Analytic Skills Objective: LO 4 49) Which of the following relies on a random selection of website visitors?

A) random online intercept sampling B) invitation online sampling C) online panel sampling D) systematic online sampling E) none of the above Answer: A Diff: 1 Page Ref: 217 AACSB: Use of IT Objective: LO 1 50) ________ is when potential respondents are alerted that they may fill out a questionnaire that is hosted at a particular Web site.

A) Random online intercept sampling B) Invitation online sampling C) Online panel sampling D) Systematic online sampling E) Snowball sampling Answer: B Diff: 1 Page Ref: 218 AACSB: Analytic Skills Objective: LO 1

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51) ________ refers to consumer or other respondent panels that are set up by marketing research companies for the explicit purpose of conducting online surveys with representative samples.

A) Random online intercept sampling B) Invitation online sampling C) Online panel sampling D) Systematic online sampling E) Snowball sampling Answer: C Diff: 1 Page Ref: 218 AACSB: Analytic Skills Objective: LO 1 52) One of the greatest pluses of online panels is ________.

A) that most of them are probability samples B) the lack of expense C) the high response rate D) that the sample does not have to match the population E) none of the above; there are no great pluses of online panels Answer: C Diff: 2 Page Ref: 218 AACSB: Reflective Thinking Skills Objective: LO 1 53) A census is defined as an accounting of everyone in the sample.

Answer: FALSE Diff: 1 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 54) A sample is a subset of the population that should represent that entire group.

Answer: TRUE Diff: 1 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 55) Sampling error is any error that occurs because a sample is used.

Answer: TRUE Diff: 1 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1

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56) Sample frame error refers solely to overrepresentations of the true population in a sample frame.

Answer: TRUE Diff: 2 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 57) A sample frame is a master list of all the members of the population.

Answer: TRUE Diff: 1 Page Ref: 198 AACSB: Analytic Skills Objective: LO 1 58) The accuracy of a sample may be expressed as a plus-or-minus percentage value.

Answer: TRUE Diff: 2 Page Ref: 199 AACSB: Analytic Skills Objective: LO 2 59) Accuracy is expressed as a ± x% number.

Answer: TRUE Diff: 1 Page Ref: 200 AACSB: Analytic Skills Objective: LO 2 60) In the confidence interval formula for sample size, s stands for sample size.

Answer: FALSE Diff: 2 Page Ref: 201 AACSB: Analytic Skills Objective: LO 2 61) In the confidence interval formula for sample size, if p=90, then q=90.

Answer: FALSE Diff: 2 Page Ref: 201 AACSB: Reflective Thinking Skills Objective: LO 2 62) The customary level of confidence among marketing researchers has a z of 3.58.

Answer: FALSE Diff: 3 Page Ref: 201 AACSB: Analytic Skills Objective: LO 2

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63) The customary level of confidence among marketing researchers has a z of 1.96.

Answer: TRUE Diff: 3 Page Ref: 202 AACSB: Analytic Skills Objective: LO 2 64) AE stands for allowable error.

Answer: FALSE Diff: 3 Page Ref: 202 AACSB: Analytic Skills Objective: LO 2 65) The confidence interval formula for sample size is the same as the sample size formula for a mean.

Answer: FALSE Diff: 2 Page Ref: 203 AACSB: Analytic Skills Objective: LO 2 66) Demographic incidence is the percentage of respondents that qualify for a survey based on screening for things like product use, ailments, or a particular behavior.

Answer: FALSE Diff: 2 Page Ref: 205 AACSB: Analytic Skills Objective: LO 2 67) You may use your XL Data Analyst software to generate a sample size, but you must estimate p and specify your allowable error.

Answer: TRUE Diff: 2 Page Ref: 206 AACSB: Use of IT Objective: LO 2 68) Sample methods that embody random sampling are often termed probability sampling methods.

Answer: FALSE Diff: 2 Page Ref: 207 AACSB: Analytic Skills Objective: LO 3 69) Managers have a "large sample size" bias that ethical marketing researchers do not use for selfish advantage.

Answer: TRUE Diff: 1 Page Ref: 206 AACSB: Ethics Objective: LO 2 16 ..

70) The four nonprobability sampling methods are simple random sampling, systematic sampling, cluster sampling, and stratified sampling.

Answer: FALSE Diff: 1 Page Ref: 207 AACSB: Reflective Thinking Skills Objective: LO 4 71) Probability samples cannot also be random samples.

Answer: FALSE Diff: 2 Page Ref: 207 AACSB: Analytic Skills Objective: LO 4 72) With simple random sampling, the probability of being selected into the sample is not "known" but is equal for all members of the population.

Answer: FALSE Diff: 2 Page Ref: 208 AACSB: Analytic Skills Objective: LO 4 73) A table of random numbers is a listing of numbers whose systematic order is assured.

Answer: FALSE Diff: 2 Page Ref: 208 AACSB: Analytic Skills Objective: LO 4 74) Stratified sampling is a way to select a simple random sample from a directory or list that is much more efficient (uses less effort) than with simple random sampling, because with a physical list, the researcher must first enumerate (assign a unique identifier) each listing in order to select them using a random number.

Answer: FALSE Diff: 2 Page Ref: 210 AACSB: Reflective Thinking Skills Objective: LO 4 75) In the formula for the skip interval, the sample size is divided by the population list size.

Answer: FALSE Diff: 2 Page Ref: 211 AACSB: Analytic Skills Objective: LO 4 76) Your XL Data Analyst software can generate random numbers for you.

Answer: TRUE Diff: 2 Page Ref: 209 AACSB: Use of IT Objective: LO 4 17 ..

77) Cluster sampling is advantageous when there is no electronic database of the population.

Answer: TRUE Diff: 1 Page Ref: 211 AACSB: Analytic Skills Objective: LO 4 78) A mall survey is an example of convenience sampling.

Answer: TRUE Diff: 1 Page Ref: 215 AACSB: Analytic Skills Objective: LO 4 79) Judgment samples are highly subjective and therefore prone to much error.

Answer: TRUE Diff: 2 Page Ref: 215 AACSB: Reflective Thinking Skills Objective: LO 4 80) A cluster sample is also known as a snowball sample.

Answer: FALSE Diff: 2 Page Ref: 216 AACSB: Analytic Skills Objective: LO 4 81) Referral samples are most appropriate when there is a limited sample frame and when respondents can provide the names of others who would qualify for the survey.

Answer: TRUE Diff: 2 Page Ref: 216 AACSB: Reflective Thinking Skills Objective: LO 4 82) The referral sample is the most commonly used nonprobability sample.

Answer: FALSE Diff: 2 Page Ref: 217 AACSB: Analytic Skills Objective: LO 4 83) The popularity of quota samples is attributable to the fact that they combine nonprobability sampling advantages with quota controls that ensure the final sample will approximate the population with respect to its key characteristics.

Answer: TRUE Diff: 3 Page Ref: 217 AACSB: Analytic Skills Objective: LO 4

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84) When done conscientiously and with a solid understanding of the quota characteristics, quota sampling can rival probability sampling in the minds of some researchers.

Answer: TRUE Diff: 3 Page Ref: 217 AACSB: Reflective Thinking Skills Objective: LO 4 85) Online or Internet surveys are popular because of their speed and low cost.

Answer: TRUE Diff: 1 Page Ref: 217 AACSB: Use of IT Objective: LO 4 86) Online panel sampling relies on a random selection of website visitors.

Answer: FALSE Diff: 2 Page Ref: 217 AACSB: Use of IT Objective: LO 4 87) Invitation online sampling is when potential respondents are alerted that they may fill out a questionnaire that is hosted at a specific website.

Answer: TRUE Diff: 1 Page Ref: 217 AACSB: Use of IT Objective: LO 4 88) There is a decline in marketing research companies that set up consumer or respondent panels for the explicit purpose of conducting online surveys with representative samples.

Answer: FALSE Diff: 2 Page Ref: 217 AACSB: Analytic Skills Objective: LO 4

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Basic Marketing Research, 3e (Burns) Chapter 10 Data Issues and Inputting Data Into XL Data Analyst 1) Prior to analysis, the data from a survey is arranged into a(n) ________.

A) information graph B) data graph C) information matrix D) data matrix E) data table Answer: D Diff: 1 Page Ref: 266 AACSB: Analytic Skills Objective: LO 1 2) ________ refers to the creation of a computer file that holds the raw data taken from all of the acceptable completed questionnaires.

A) Data entry B) Data coding C) Data matrix D) Data filing E) Data surveying Answer: A Diff: 2 Page Ref: 266 AACSB: Use of IT Objective: LO 1 3) ________ is the identification of code values that are associated with the possible responses for each question on the questionnaire.

A) Data entry B) Data coding C) Data matrix D) Data filing E) Data surveying Answer: B Diff: 2 Page Ref: 226 AACSB: Analytic Skills Objective: LO 1

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4) Errors that pertain to anything in the research process except sample size are known as: A) summarization errors B) non-sampling errors C) field errors D) generalization errors E) none of the above; all errors are derived from sample size Answer: B Diff: 2 Page Ref: 226 AACSB: Analytic Skills Objective: LO 3 5) Fieldworkers who cheat by submitting bogus questionnaires are an example of: A) intentional fieldworker error B) unintentional fieldworker error C) intentional respondent error D) unintentional respondent error E) none of the above; fieldworkers do not cheat Answer: A Diff: 1 Page Ref: 227 AACSB: Analytic Skills Objective: LO 2 6) A confused or distracted respondent is an example of: A) intentional fieldworker error B) unintentional fieldworker error C) intentional respondent error D) unintentional respondent error E) intentional researcher error Answer: D Diff: 1 Page Ref: 227 AACSB: Analytic Skills Objective: LO 2 7) When a respondent knowingly provides false answers, this is considered a(n) ________.

A) intentional fieldworker error B) unintentional fieldworker error C) intentional respondent error D) unintentional respondent error E) intentional researcher error Answer: C Diff: 1 Page Ref: 227 AACSB: Analytic Skills Objective: LO 2

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8) Which of the following is defined as a failure on the part of the prospective respondent to take part in the survey or to answer specific questions on the questionnaire?

A) respondent failure B) respondent stubbornness C) nonresponse D) noncompliance E) insubordinate Answer: C Diff: 1 Page Ref: 227 AACSB: Analytic Skills Objective: LO 3 9) Which of the following has been suggested by industry observers as a major problem associated with respondents failing to participate in surveys?

A) fear of invasion of privacy B) skepticism regarding the benefits of participating in research C) research as a guise for telemarketing (Sugging and Frugging) D) all of the above have been suggested by industry observers E) none of the above have been suggested by industry observers Answer: D Diff: 3 Page Ref: 227 AACSB: Analytic Skills Objective: LO 3 10) When a potential respondent flatly rejects the offer to take part in the survey, this is called a(n): A) refusal B) break-off C) item omission D) perplexing situation E) desertion Answer: A Diff: 1 Page Ref: 228 AACSB: Analytic Skills Objective: LO 3 11) The refusal rate for telephone survey is estimated to be as high as: A) 30% B) 40% C) 50% D) 60% E) 75% Answer: C Diff: 2 Page Ref: 228 AACSB: Analytic Skills Objective: LO 3 3 ..

12) When a participating respondent does not answer a specific question, this is known as: A) refusal B) break-off C) item omission D) perplexing situation E) desertion Answer: C Diff: 1 Page Ref: 230 AACSB: Analytic Skills Objective: LO 3 13) A(n) ________ occurs when a respondent reaches a certain point, and then decides not to answer any more questions for the survey.

A) refusal B) break-off C) item omission D) perplexing situation E) desertion Answer: B Diff: 1 Page Ref: 230 AACSB: Analytic Skills Objective: LO 3 14) A(n) ________ is a break-off where the respondent stops answering in the middle of the questionnaire.

A) incomplete response B) item omission C) nay-saying pattern D) cut-off E) partial response Answer: A Diff: 1 Page Ref: 230 AACSB: Analytic Skills Objective: LO 3

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15) At what point does an incomplete or problem respondent constitute an acceptable respondent that the researcher will allow into data analysis?

A) This is up to the researcher. A researcher must have a definition or otherwise specify the criteria for an "acceptable respondent."

B) An incomplete or problem respondent doesn't ever constitute an acceptable respondent. All of the answers have to be completed.

C) When at least 75% of the answers have been completed D) When there are no demographic questions left to answer E) When all but the screening questions have been answered Answer: B Diff: 2 Page Ref: 232 AACSB: Analytic Skills Objective: LO 3 16) Which of the following best describes the data code book?

A) the creation of a computer file that holds the raw data taken from all of the completed questionnaires B) identification of codes that pertain to the possible responses for each question on the questionnaire C) identification of all the variable names and code numbers associated with each possible response to each question making up the data set D) raw data arranged in columns representing answers to various questions, and rows representing each respondent or case E) a book containing symbols representing each respondent's identity Answer: C Diff: 2 Page Ref: 226 AACSB: Analytic Skills Objective: LO 1 17) The yea-sayer has a persistent tendency to respond in the affirmative regardless of the question, and yea-saying implies that the responses are not ________.

A) correct B) valid C) negative D) important E) opinionated Answer: B Diff: 2 Page Ref: 230 AACSB: Analytic Skills Objective: LO 4

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18) A preponderance of "no opinion" responses would tend to indicate a: A) yea-saying pattern B) nay-saying pattern C) middle-of-the-road pattern D) riding the fence pattern E) non-existent pattern Answer: C Diff: 1 Page Ref: 231 AACSB: Analytic Skills Objective: LO 4 19) What is the name of the data analysis software that comes with your book?

A) SPSS B) SAS C) Mini-Tab D) XL Data Analyst E) SYSSTAT Answer: D Diff: 1 Page Ref: 232 AACSB: Analytic Skills Objective: LO 5 20) When a researcher sets up the data set for the first time in XL Data Analyst, each variable can be defined in three ways. They are: A) create a variable label, variable description, and value codes and labels B) create a variable label and a variable definition file and import from www.xldatanalyst.com C) create a variable definition file, enter data in row 1, column 1 and the variable will automatically appear D) symbols, codes, rows E) none of the above; XL Data Analyst does not require you to define variables Answer: A Diff: 3 Page Ref: 233 AACSB: Use of IT Objective: LO 5 21) The Define Variables Worksheet is: A) independent of the Data Worksheet B) linked to the Data Worksheet C) unavailable in XL Data Analyst D) to be used only to do linear programming E) available through a third party data collection firm Answer: B Diff: 2 Page Ref: 233 AACSB: Use of IT Objective: LO 5

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22) The variable description is: A) a phrase or sentence that identifies the variable in more detail and refers to the item on the questionnaire B) a phrase or sentence that identifies the variable in more detail but does not refer to the item on the questionnaire C) a label for the possible responses that respond to each data code number D) a label for the data code numbers E) encrypted for privacy reasons Answer: A Diff: 2 Page Ref: 233 AACSB: Analytic Skills Objective: LO 5 23) With the Define Variables worksheet, depending on the nature of the variable, there can be ________ that are numerical values and ________, which are responses that correspond to each data code number for that particular variable.

A) value labels; value codes B) value codes; value labels C) value codes; value descriptions D) data values; data labels E) data labels; data descriptions Answer: B Diff: 2 Page Ref: 233 AACSB: Analytic Skills Objective: LO 5 24) Using XL Data Analyst, there must be a ________, a unique, short, single-word description for that variable placed in the first row on the Data worksheet.

A) value label B) value code C) variable label D) variable code E) value description Answer: C Diff: 2 Page Ref: 233 AACSB: Use of IT Objective: LO 5

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25) Using XL Data Analyst, there should be a ________, which is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire.

A) value label B) value code C) variable description D) variable code E) value description Answer: C Diff: 2 Page Ref: 233 AACSB: Use of IT Objective: LO 5 26) Using XL Data Analyst, selecting subsets of the data for analysis requires which of the following operations?

A) Utilities-Filter Data B) Utilities-Unfilter Data C) Selection-Filter Data D) Selection-Subset-Analysis E) Selection-Data-Subset Answer: A Diff: 3 Page Ref: 235 AACSB: Use of IT Objective: LO 6 27) Using XL Data Analyst, any variables that you want to add should be done ________.

A) anywhere in the data set B) at the end of the data set C) at the beginning of the data set D) in the direct center of the data set E) none of the above; variables cannot be added to the data set Answer: B Diff: 2 Page Ref: 235 AACSB: Use of IT Objective: LO 6 28) Normally, the first row of a data matrix is where the researcher locates a label of some sort that identifies the question or question part associated with each column in the data matrix.

Answer: TRUE Diff: 2 Page Ref: 226 AACSB: Analytic Skills Objective: LO 1

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29) Data coding refers to the creation of a computer file that holds the raw data taken from all of the acceptable completed questionnaires.

Answer: FALSE Diff: 2 Page Ref: 226 AACSB: Analytic Skills Objective: LO 1 30) In large-scale projects, and especially in cases in which the data entry is performed by a subcontractor, researchers utilize a data code book which identifies (1) the questions on the questionnaire, (2) the variable name or label that is associated with each question or question part, and (3) the code numbers associated with each possible response to each question.

Answer: TRUE Diff: 3 Page Ref: 226 AACSB: Analytic Skills Objective: LO 1 31) Errors in the research process that pertain to anything other than sampling are referred to as non-sampling errors.

Answer: TRUE Diff: 1 Page Ref: 226 AACSB: Analytic Skills Objective: LO 2 32) Fieldworkers may make errors collecting data but they are never intentional.

Answer: FALSE Diff: 1 Page Ref: 227 AACSB: Analytic Skills Objective: LO 2 33) When a respondent knowingly provides a false answer to a survey question, this is known as an intentional respondent error.

Answer: TRUE Diff: 2 Page Ref: 227 AACSB: Analytic Skills Objective: LO 2 34) When a respondent is confused or distracted, this is called an intentional fieldworker error.

Answer: FALSE Diff: 1 Page Ref: 227 AACSB: Analytic Skills Objective: LO 2

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35) Nonresponse, while an issue in the research industry, is certainly not one of the major problems confronting the industry.

Answer: FALSE Diff: 3 Page Ref: 227 AACSB: Analytic Skills Objective: LO 3 36) There are three types of nonresponse: refusals, break-offs, and item omission.

Answer: TRUE Diff: 2 Page Ref: 228 AACSB: Analytic Skills Objective: LO 3 37) A refusal occurs when a respondent reaches a certain point, and then decides not to answer any more questions for the survey.

Answer: FALSE Diff: 1 Page Ref: 229 AACSB: Analytic Skills Objective: LO 3 38) Item omission occurs when the researcher fails to include an item in the research project that the client specifically requested.

Answer: FALSE Diff: 2 Page Ref: 230 AACSB: Analytic Skills Objective: LO 3 39) A yea-saying pattern may be evident on one respondent in the form of all "yes" or "strongly agree" answers.

Answer: TRUE Diff: 1 Page Ref: 230 AACSB: Analytic Skills Objective: LO 4 40) Detecting errors, such as a respondent ignoring an agree–disagree scale and simply writing in personal comments, requires physically examining the questionnaires.

Answer: TRUE Diff: 1 Page Ref: 232 AACSB: Analytic Skills Objective: LO 4

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41) A completed questionnaire is not left up to the judgment of the researcher; completed means that all questions have been completed.

Answer: FALSE Diff: 2 Page Ref: 232 AACSB: Analytic Skills Objective: LO 4 42) Break-offs, item omissions, and problem respondents are uncommon in the industry.

Answer: FALSE Diff: 2 Page Ref: 232 AACSB: Reflective Thinking Skills Objective: LO 4 43) The book that contains a list of all the variable names and the code numbers associated with each possible response to each question is called the "data matrix register."

Answer: FALSE Diff: 2 Page Ref: 226 AACSB: Analytic Skills Objective: LO 1 44) Creating a computer file that holds the raw data from all the completed surveys is called data entry.

Answer: TRUE Diff: 1 Page Ref: 226 AACSB: Use of IT Objective: LO 1 45) Practically all statistical analysis programs treat a "blank" as "missing data."

Answer: TRUE Diff: 2 Page Ref: 226 AACSB: Use of IT Objective: LO 1 46) There are two named worksheets in an XL Data Analyst that are critical: the Data worksheet and the Define Variables worksheet.

Answer: TRUE Diff: 2 Page Ref: 232 AACSB: Use of IT Objective: LO 5 47) One of the reasons your authors created the XL Data Analyst is because practically everyone is familiar with Excel.

Answer: TRUE Diff: 1 Page Ref: 232 AACSB: Use of IT Objective: LO 5 11 ..

48) The XL Data Analyst produces tables that can be copied and pasted into word processor applications such as Microsoft Word without the need for extensive reformatting into professionally appearing tables.

Answer: TRUE Diff: 2 Page Ref: 232 AACSB: Use of IT Objective: LO 5 49) The way you set up your code book in XL Data Analyst is through the Define Variables worksheet.

Answer: TRUE Diff: 2 Page Ref: 233 AACSB: Use of IT Objective: LO 5 50) Although it is preferred, there does not have to be a variable label, or a unique, short, singleword description for that variable placed in the first row on the Data worksheet.

Answer: FALSE Diff: 3 Page Ref: 233 AACSB: Use of IT Objective: LO 5 51) The Data worksheet is linked to the Data Variables worksheet by: Copy-Paste Special-Paste Link.

Answer: TRUE Diff: 3 Page Ref: 233 AACSB: Use of IT Objective: LO 5 52) A variable description is limited to one word.

Answer: FALSE Diff: 2 Page Ref: 233 AACSB: Analytic Skills Objective: LO 5 53) The use of value codes and value labels depends on the nature of the variable.

Answer: TRUE Diff: 3 Page Ref: 233 AACSB: Analytic Skills Objective: LO 5 54) A variable description is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire.

Answer: TRUE Diff: 2 Page Ref: 233 AACSB: Use of IT Objective: LO 5 12 ..

55) To return to the original data set after using a selected subset for analysis, simply use the Utilities-Unfilter Data operation.

Answer: TRUE Diff: 2 Page Ref: 234 AACSB: Use of IT Objective: LO 6 56) Adding a variable in the middle of a data set means that a new column will be created in the Data worksheet, and the Data-Define Variable link will become misaligned.

Answer: TRUE Diff: 2 Page Ref: 234 AACSB: Use of IT Objective: LO 6

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Basic Marketing Research, 3e (Burns) Chapter 11 Summarizing Your Data 1) Which of the following best describes a data set?

A) the creation of a computer file that holds output of statistical analyses on all of the questionnaires deemed suitable for analysis B) identification of codes that pertain to the possible responses for each question on the questionnaire C) identification of all the variable names and code numbers associated with each possible response to each question making up the data set D) a matrix of numbers and other representations that include all of the relevant answers by all of the respondents in a survey E) none of the above Answer: D Diff: 2 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1 2) Which of the following is the best description of data analysis?

A) the process of describing data in statistical terms, such as p values and degrees of freedom B) the process of describing data by computing a small number of measures that characterize the data set in ways that are meaningful to the client C) the process of describing data so that they communicate the answer to the client and also allow the client to exercise his or her statistical skills D) orthogonal manipulation of data E) honorthological manipulation of data Answer: B Diff: 1 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 1 3) Which of the following is/are functions of data analysis?

A) answers the question asked B) summarizes, generalizes, and computes variances C) summarizes, generalizes, compares differences, and relates underlying patterns D) summarizes, harmonizes, and strategizes data in a way that solves problems E) computes, transforms, resolves Answer: C Diff: 2 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1

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4) Which of the following was NOT one of the four types of analysis objectives mentioned in your textbook?

A) Description B) Generalization C) Differences D) Relationships E) Type II Answer: E Diff: 1 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 1 5) The functions of data analysis "match up" with: A) the types of problems B) the types of research objectives C) the types of type I errors D) the types of type II errors E) the types of type III errors Answer: B Diff: 3 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 1 6) Computing the average number of dollars college students have on their credit card balances exemplifies: A) summarizing B) generalizing C) comparing D) relating E) type III error Answer: A Diff: 3 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 2 7) American Express executives hypothesize that 40% of college students own an American Express credit card. Testing this hypothesis is an example of: A) summarizing B) generalizing C) comparing D) relating E) type I error Answer: B Diff: 3 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 1 2 ..

8) American Express executives wish to know if there is a difference between the average dollar balance carried on credit cards between males and females. This is an example of: A) summarizing B) generalizing C) comparing D) relating E) transforming Answer: C Diff: 3 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 1 9) American Express executives wish to know if there is an association between credit card balance carried and the number of credit cards owned. This is an example of: A) summarizing B) generalizing C) comparing D) relating E) type II error Answer: D Diff: 3 Page Ref: 243 AACSB: Reflective Thinking Skills Objective: LO 1 10) ________ analysis is defined as describing the data in the sample with the use of percentages or averages.

A) Comparison B) Generalization C) Relationship D) Summarization E) Confidence Answer: A Diff: 2 Page Ref: 244 AACSB: Analytic Skills Objective: LO 2 11) Which of the following is appropriate when the research objective is description?

A) averages B) confidence intervals C) cross-tabulation D) correlation E) ANOVA Answer: A Diff: 3 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1 3 ..

12) Which of the following is appropriate when the research objective is generalization?

A) averages B) confidence intervals C) cross-tabulation D) correlation E) ANOVA Answer: B Diff: 3 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1 13) Describing the typical response is referred to as: A) typical response identification B) central tendency C) variability D) mean E) ANOVA Answer: C Diff: 2 Page Ref: 246 AACSB: Analytic Skills Objective: LO 2 14) The expression of how similar respondents are to one another is referred to as ________.

A) typical response identification B) central tendency C) variability D) mean E) ANOVA Answer: C Diff: 2 Page Ref: 246 AACSB: Analytic Skills Objective: LO 2 15) What would you use to summarize a categorical variable?

A) categorical summarization analyses B) mode and average C) mode and frequency or percentage distribution D) ANOVA E) none of the above; you cannot summarize categorical variables Answer: C Diff: 2 Page Ref: 247 AACSB: Reflective Thinking Skills Objective: LO 2

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16) The summary of the percent of times each and every category appears for the entire sample is called the: A) mode B) mean C) categorical percentage rate D) percentage distribution E) frequency distribution Answer: D Diff: 1 Page Ref: 247 AACSB: Analytic Skills Objective: LO 2 17) In a bar chart depicting a percentage distribution, "high variability" is noted when: A) the bars are roughly equal B) one bar is much larger than all the other bars C) two or more bars are much larger than all the other bars D) the bars are divided into sub-bars E) none of the above; a bar chart cannot show variability Answer: A Diff: 2 Page Ref: 248 AACSB: Analytic Skills Objective: LO 2 18) Which of the following is NOT true of frequency and percentage distributions?

A) They quickly communicate how many respondents voted for each of the different answers for a question.

B) They reveal how much agreement or disagreement there is among the respondents.

C) They express the variability of the respondents' responses.

D) The frequency distribution is preferred over percentages because frequencies are intuitive and easy to handle.

E) They are tabulations of the responses to a categorical scale question in a survey.

Answer: D Diff: 3 Page Ref: 247 AACSB: Reflective Thinking Skills Objective: LO 2

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19) In XL Data Analyst, if you want to summarize a categorical variable, you would select which of the following?

A) click on XL Data Analyst, Categorical, Percents B) click on XL Data Analyst, Summarize, select either Percents or Averages C) click on XL Data Analyst, Summarize, select Averages D) click on XL Data Analyst, Summarize, select Percents E) click on XL Data Analyst, Summarize, select Categorical Answer: D Diff: 3 Page Ref: 248 AACSB: Use of IT Objective: LO 3 20) What would you use to summarize a metric variable?

A) mean, range, standard deviation B) mode, range, standard deviation C) mean, frequency or percentage distribution D) metric distribution of the mean E) none of the above; you cannot summarize metric variables Answer: A Diff: 3 Page Ref: 248, 250, 252 AACSB: Reflective Thinking Skills Objective: LO 2 21) Which of the following is NOT true of the range?

A) It identifies the distance between the lowest value and the highest value in a set of numbers.

B) It identifies the maximum and the minimum in a set of numbers, and you can do a quick mental calculation to see how many units are in between.

C) The range tells you how often the maximum and minimum occurred.

D) It provides some information on the variability by indicating how far apart the extremes are found.

E) If you find that the range is very narrow, you know that the average is typical of many respondents.

Answer: C Diff: 2 Page Ref: 250 AACSB: Reflective Thinking Skills Objective: LO 2 22) What percent of the area under the normal curve is covered by ±1.96 standard deviations?

A) 68 B) 75 C) 95 D) 99 E) 100 Answer: C Diff: 3 Page Ref: 253 AACSB: Analytic Skills Objective: LO 2 6 ..

23) Thinking of a standard deviation and the shape of the distribution, the distribution is "stretched out at both ends" (flat) when the standard deviation is: A) high B) moderate C) low D) very high E) none of the above; the two concepts are not related Answer: A Diff: 3 Page Ref: 253 AACSB: Reflective Thinking Skills Objective: LO 2 24) In XL Data Analyst, if you want to summarize a metric variable, you would select which of the following?

A) click on XL Data Analyst, Categorical, Percents B) click on XL Data Analyst, Summarize, select either Percents or Averages C) click on XL Data Analyst, Summarize, select Averages D) click on XL Data Analyst, Summarize, select Percents E) click on XL Data Analyst, Summarize, select Metric Answer: C Diff: 3 Page Ref: 253 AACSB: Use of IT Objective: LO 3 25) When you summarize a metric variable using XL Data Analyst, your output gives you: A) mode, median, and mean B) average, standard deviation C) average, standard deviation, minimum-maximum D) average, standard deviation, minimum-maximum, and a bar chart E) mode, frequency distribution, and standard error of the metric Answer: C Diff: 3 Page Ref: 254 AACSB: Use of IT Objective: LO 3 26) Which of the following was NOT listed in the Guidelines for Categorical Data Tables?

A) Use a descriptive title for the table.

B) Do not report the frequencies alone, and not at all if a large sample is used.

C) Typically include the standard deviation.

D) Report the percentages, either as whole numbers (e.g., 12%) or with a single decimal place (e.g., 11.9%); include a 100% total.

E) Place percents in a vertically aligned column located close to the categorical variable's labels (e.g., male, female) for ease of reading.

Answer: C Diff: 2 Page Ref: 256 AACSB: Communication Abilities Objective: LO 4 7 ..

27) Which of the following was NOT listed in the Guidelines for Categorical Data Tables?

A) Highlight the modal percent with bold and/or enlarged font to aid the reader.

B) Absolutely include the average(s).

C) Typically include the standard deviation.

D) Report the minimum and maximum unless the data are anchored by a scale such as a 5-point scale of agreement.

E) When reporting the average(s) of a scale, include a table footnote to describe the scale (e.g., based on a scale where 1 = "poor" and 5 = "excellent").

Answer: A Diff: 2 Page Ref: 256 AACSB: Communication Abilities Objective: LO 4 28) Your question is "where do you live?" The answers are "on campus" or "off campus." If your research objective is description, you should use which command in XL Data Analyst?

A) percents B) averages C) variances D) minimum-maximum E) description Answer: A Diff: 3 Page Ref: 255 AACSB: Use of IT Objective: LO 3 29) Your question is "How many hours do you work per week?" The answers are recorded as the number of hours. If your research objective is description, you should use which command in XL Data Analyst?

A) percents B) averages C) variances D) minimum-maximum E) descriptions Answer: B Diff: 3 Page Ref: 255 AACSB: Use of IT Objective: LO 3 30) The process of describing a data set by computing a small number of measures that characterize the data in ways that are meaningful to the client is called data analysis.

Answer: TRUE Diff: 1 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1

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31) Data analysis has four functions.

Answer: TRUE Diff: 2 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1 32) Description, division, deviance, and derivation are the four functions of data analysis.

Answer: FALSE Diff: 2 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1 33) Summarization, generalizing, comparing and relating are the four functions of data analysis.

Answer: TRUE Diff: 2 Page Ref: 243 AACSB: Analytic Skills Objective: LO 1 34) Generalization analysis is describing the data in the sample with the use of percentages or averages.

Answer: FALSE Diff: 2 Page Ref: 244 AACSB: Analytic Skills Objective: LO 1 35) With differences analysis, the researcher identifies a categorical variable (such as gender) and compares the groups represented by that variable (males versus females) by analyzing their differences on a second variable.

Answer: TRUE Diff: 2 Page Ref: 245 AACSB: Reflective Thinking Skills Objective: LO 1 36) If our research objective is to determine relationships, we should use the relationship type of data analysis.

Answer: FALSE Diff: 3 Page Ref: 246 AACSB: Reflective Thinking Skills Objective: LO 1 37) The typical response is referred to as the central tendency.

Answer: TRUE Diff: 1 Page Ref: 246 AACSB: Analytic Skills Objective: LO 2

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38) If our research objective is to summarize the data in the sample, we should use percentages if the variable has a metric scale.

Answer: FALSE Diff: 3 Page Ref: 247 AACSB: Reflective Thinking Skills Objective: LO 2 39) If our research objective is to summarize the data in the sample, we should use percentages if the variable has a categorical scale.

Answer: TRUE Diff: 3 Page Ref: 247 AACSB: Reflective Thinking Skills Objective: LO 2 40) The percentage distribution is a summary of the number of times each and every category appears for the entire sample.

Answer: FALSE Diff: 2 Page Ref: 247 AACSB: Reflective Thinking Skills Objective: LO 2 41) Percentage distributions quickly communicate variability when they are converted to bar charts.

Answer: TRUE Diff: 2 Page Ref: 247 AACSB: Analytic Skills Objective: LO 2 42) The average is not a very useful central tendency measure because even when the same scale is used to measure various characteristics, the averages still can't be compared to ascertain similarities or differences.

Answer: FALSE Diff: 3 Page Ref: 250 AACSB: Analytic Skills Objective: LO 2 43) The range identifies the maximum and the minimum, and you can do a quick mental calculation to see how many units are in between.

Answer: TRUE Diff: 1 Page Ref: 250 AACSB: Analytic Skills Objective: LO 2

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44) If you find the range to be very wide, it signals that the average may not be typical of most respondents.

Answer: FALSE Diff: 3 Page Ref: 250 AACSB: Reflective Thinking Skills Objective: LO 2 45) Marketing researchers always rely on the normal curve interpretation of the standard deviation, they often encounter the standard deviation on computer printouts, and they usually report it in their tables.

Answer: FALSE Diff: 3 Page Ref: 252 AACSB: Analytic Skills Objective: LO 2 46) With a normal curve, the midpoint is also the average.

Answer: TRUE Diff: 1 Page Ref: 252 AACSB: Reflective Thinking Skills Objective: LO 2 47) ±2.58 standard deviations describes the range in which 95% of the area underneath the curve is found.

Answer: FALSE Diff: 2 Page Ref: 253 AACSB: Analytic Skills Objective: LO 2 48) Marketing researchers are very comfortable with averages, percentages, standard deviations, and other statistical concepts. However, managers for whom marketing researchers work do not have the same comfort level, and it is entirely possible that a manager may misinterpret a marketing researcher's statements.

Answer: TRUE Diff: 2 Page Ref: 254 AACSB: Ethics Objective: LO 2 49) You would select Summarize, Percents in XL Data Analyst to summarize categorical variables.

Answer: TRUE Diff: 3 Page Ref: 248 AACSB: Use of IT Objective: LO 3

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50) The procedure for summarizing metric variables in XL Data Analyst is identical to the one for summarizing categorical variables, except you will select "Averages."

Answer: TRUE Diff: 2 Page Ref: 253 AACSB: Use of IT Objective: LO 2 51) Ethical research companies take precautions, such as preparing handbooks and glossaries, to ensure their clients understand analysis terminology.

Answer: TRUE Diff: 3 Page Ref: 254 AACSB: Ethics Objective: LO 2 52) In addition to being an analysis expert, a marketing researcher must be an excellent communicator of the findings of the survey.

Answer: TRUE Diff: 1 Page Ref: 256 AACSB: Communication Abilities Objective: LO 4 53) Although a table is the most common vehicle for presenting summarizations of data, a welldesigned graph can dramatically illustrate findings as well.

Answer: TRUE Diff: 1 Page Ref: 256 AACSB: Communication Abilities Objective: LO 4 54) When constructing a table with metric variables, you should absolutely include the average(s).

Answer: TRUE Diff: 2 Page Ref: 256 AACSB: Communication Abilities Objective: LO 4

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Basic Marketing Research, 3e (Burns) Chapter 12 Generalizing Your Findings 1) Which of the following is correct?

A) Every sample contains information about its population and there is never any sampling error.

B) Few samples contain information about populations, demographics give you information about populations.

C) Every sample contains information about its population and there is always some sampling error.

D) Populations that contain information about samples are free of sampling errors.

E) Sampling errors are not free, they are costly and contain poor estimators.

Answer: C Diff: 2 Page Ref: 263 AACSB: Reflective Thinking Skills Objective: LO 1 2) Whenever a percentage, average or some other analysis value is computed with a sample's data, we refer to it as: A) a designated statistic B) a sample finding C) a computed value D) a composite estimate E) a confidential statistic Answer: B Diff: 2 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1 3) The true value found, if a census were taken of the population, is known as the: A) population hypothesis B) population finding C) population statistic D) sample statistic E) population fact Answer: E Diff: 2 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1

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4) ________ is the act of estimating a population fact from a sample finding.

A) Summarization B) Generalization C) Comparison D) Relating E) Sample/population estimation Answer: B Diff: 2 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1 5) With generalization analysis, there are just two types of evidence: ________ and ________.

A) variability; summary B) summary; sample size C) variability; sample size D) variability; error E) error; sample size Answer: C Diff: 2 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1 6) Estimates are estimates because they are always hindered by: A) sample error B) population error C) statistical analysis error D) the media E) client's preferences Answer: A Diff: 1 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1 7) Which of the following is the symbol for population percentage?

A) µ B) π C) β D) Ω E) Σ Answer: B Diff: 3 Page Ref: 265 AACSB: Analytic Skills Objective: LO 2

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8) Which of the following is the symbol for population mean?

A) µ B) π C) β D) Ω E) Σ Answer: A Diff: 3 Page Ref: 266 AACSB: Analytic Skills Objective: LO 2 9) Generalizations are greatly influenced by the: A) population error B) population means C) population percentages D) preponderance of evidence E) clients intolerance for risk Answer: D Diff: 2 Page Ref: 265 AACSB: Analytic Skills 10) The proper name for the population value is the ________.

A) population B) generalized value C) total value D) parameter E) statistic Answer: D Diff: 1 Page Ref: 266 AACSB: Reflective Thinking Skills Objective: LO 2 11) Which of the following refers to a set of procedures in which the sample size and sample statistics are used to make estimates of population values or facts?

A) sample logic B) deductive statistics C) statistical deduction D) generalization E) deductive logic Answer: D Diff: 2 Page Ref: 264 AACSB: Reflective Thinking Skills Objective: LO 2

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12) If you have five friends who tell you they all have had great experience with their purchase of a Chevrolet, and you used this evidence to decide to buy a Chevrolet, you would be using: A) consumer self-report and evaluation B) deductive statistics C) generalization D) independent judgment E) statistical logic Answer: C Diff: 1 Page Ref: 264 AACSB: Reflective Thinking Skills Objective: LO 2 13) The larger the sample, the more ________ you have when you generalize your sample findings to the population facts.

A) error B) precision C) parameters D) means E) weight Answer: B Diff: 2 Page Ref: 266 AACSB: Reflective Thinking Skills Objective: LO 3 14) What do statisticians use Greek letters to designate?

A) population statistics or parameters B) population estimates or parameters C) population facts or parameters D) Roman population estimates E) none of the above; only Roman letters are used by statisticians Answer: C Diff: 3 Page Ref: 266 AACSB: Analytic Skills Objective: LO 3 15) The generalization process is often referred to as: A) parameter estimation B) statistical interval positioning C) estimation of sample findings D) deductive rationale statistics E) Roman estimation Answer: A Diff: 2 Page Ref: 266 AACSB: Analytic Skills Objective: LO 3

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16) A ________ is a range (lower and upper boundary) into which the researcher believes the population parameter falls with an associated degree of confidence (typically 95% or 99%).

A) boundary estimation B) hypothesis testing C) parameter boundary determination analysis D) confidence interval E) range estimate Answer: D Diff: 3 Page Ref: 266 AACSB: Reflective Thinking Skills Objective: LO 3 17) Estimating a population percentage is done when the variable is scaled as: A) average B) categorical C) mean D) metric E) large Answer: B Diff: 2 Page Ref: 266 AACSB: Analytic Skills Objective: LO 3 18) Which is not true of the zα, formula for a population percentage estimation?

A) The z stands for the z value for the level of confidence.

B) The z value will typically be for a 95% or 99% level of confidence.

C) The a equals the sample percentage.

D) The a will typically be for a 95% or 99% level of confidence.

E) The z value will normally correspond to ±1.96 or ±2.58 standard errors.

Answer: C Diff: 3 Page Ref: 266-267 AACSB: Analytic Skills Objective: LO 3 19) The most commonly used level of confidence when calculating a confidence interval is: A) 68% B) 90% C) 95% or 99% D) 100% E) none of the above; there can be no confidence since we are dealing with statistics Answer: C Diff: 2 Page Ref: 266 AACSB: Analytic Skills Objective: LO 3

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20) When estimating a population percentage all you need is: A) the formula and the level of confidence B) the formula, percentage from the sample (p), sample size (n), and you must know the level of confidence needed C) the formula, the population parameter, p, M, and the alpha level D) the Roman estimator and the confidence statistic, z E) a crystal ball; you can't estimate a population percentage using statistical analysis Answer: B Diff: 3 Page Ref: 266 AACSB: Analytic Skills Objective: LO 3 21) When computing standard error, if the variability (p times q) increases and the sample size remains the same, then the standard error: A) decreases B) increases C) remains the same D) is about average E) none of the above; there is no such thing as standard error Answer: B Diff: 3 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3 22) The first step in estimating a population value for a percentage is to ________.

A) determine the sample percent B) determine q C) solve for the standard error of the percentage D) multiply the standard error value by the z value E) subtract the limit from p to obtain the lower boundary, then add the limit to p to obtain the upper boundary Answer: B Diff: 3 Page Ref: 267 AACSB: Reflective Thinking Skills Objective: LO 3 23) When computing standard error, if the sample size increases while the variability remains the same, then the standard error: A) decreases B) increases C) remains the same D) is about average E) none of the above; there is no such thing as standard error Answer: A Diff: 3 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3 6 ..

24) If a researcher wishes to have a 95% confidence interval, he or she should use a z value of: A) ±95 B) 95% C) 1.96 D) 2.58 E) 1.64 Answer: C Diff: 2 Page Ref: 268 AACSB: Analytic Skills Objective: LO 3 25) All other variables held constant, a 95% confidence interval will give us a ________ range than will a 99% confidence interval: A) wider B) narrower C) the same D) more standard E) none of the above Answer: B Diff: 3 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3 26) The ________ is a measure of the variability in a population based on the variability found in the sample.

A) sampling distribution B) standard error C) limit D) p E) q Answer: B Diff: 2 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3

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27) If you theoretically took multiple samples and plotted the sample percentage, p, for all these samples as a frequency distribution, it would approximate a bell-shaped curve called the ________.

A) sampling distribution B) standard error C) limit D) confidence interval E) variability Answer: A Diff: 2 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3 28) The proper command sequence using your XL Data Analyst to generate a confidence interval for a percentage is: A) ANALYZE; GENERATE; CONFIDENCE INTERVAL; PERCENTAGE B) ANALYZE; COMPARE MEANS; CONFIDENCE INTERVAL; MEAN C) ANALYZE; COMPARE TWO PERCENTS; CONFIDENCE INTERVAL D) GENERALIZE; CONFIDENCE INTERVAL; PERCENTAGE E) ANALYZE; DESCRIPTIVES; CONFIDENSE INTERVAL Answer: D Diff: 1 Page Ref: 270 AACSB: Use of IT Objective: LO 5 29) Confidence intervals may be very narrow when: A) the sample size is large and variability is low B) the sample size is small and the variability is low C) the sample size is large and the variability is high D) the sample size is small and the variability is high E) the sample size is average and the variability is higher than average Answer: A Diff: 2 Page Ref: 269 AACSB: Reflective Thinking Skills Objective: LO 3 30) When calculating the confidence interval for an average, the standard deviation is used: A) because it indicates lack of variability B) because it is the appropriate measure of variability for a metric variable C) because it is the appropriate measure of variability for a categorical variable D) because it is smaller and less expensive to calculate E) none of the above; standard deviation is not used to calculate confidence for an average Answer: B Diff: 3 Page Ref: 271 AACSB: Analytic Skills Objective: LO 3 8 ..

31) What is the first step in estimating the population value for an average?

A) Calculate the standard error of the average.

B) Calculate the standard deviation of the metric variable.

C) Calculate the average of the metric variable.

D) Find the limit.

E) Find the upper and lower boundaries.

Answer: C Diff: 3 Page Ref: 272 AACSB: Reflective Thinking Skills Objective: LO 3 32) Which of the following is the best interpretation of the meaning of a 95% confidence interval?

A) if you took many samples, 95% of the sample findings would fall within your confidence interval B) if you took many samples, 5% of the sample findings would fall within your confidence interval C) if you took many samples, 95% of the sample findings would fall outside your confidence interval D) if you took many samples, 99% of the sample findings would fall within your confidence interval E) if you took many samples, 100% of the sample findings would fall within your confidence interval Answer: A Diff: 2 Page Ref: 273 AACSB: Reflective Thinking Skills Objective: LO 3 33) The proper command sequence using your XL Data Analyst to generate a confidence interval for an average is: A) ANALYZE; GENERATE; CONFIDENCE INTERVAL; AVERAGE B) ANALYZE; COMPARE MEANS; CONFIDENCE INTERVAL; MEAN C) ANALYZE; COMPARE TWO AVERAGES; CONFIDENCE INTERVAL D) GENERALIZE; CONFIDENCE INTERVAL; AVERAGE E) GENERALIZE; CONFIDENCE INTERVAL; ARITHMETIC MEAN Answer: D Diff: 1 Page Ref: 274 AACSB: Use of IT Objective: LO 5

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34) If the research question asked how much respondents believe they will spend on Internet purchases, which is most appropriate for calculating a confidence interval?

A) GENERALIZE; CONFIDENCE INTERVAL; PERCENTAGE B) ANALYZE; COMPARE MEANS; CONFIDENCE INTERVAL; MEAN C) ANALYZE; COMPARE TWO AVERAGES; CONFIDENCE INTERVAL D) GENERALIZE; CONFIDENCE INTERVAL; AVERAGE E) GENERALIZE; CONFIDENCE INTERVAL; ARITHMETIC MEAN Answer: D Diff: 3 Page Ref: 274 AACSB: Use of IT Objective: LO 5 35) If we used a confidence interval to estimate market potential, the lower and upper values could be used to create a(n): A) correct, incorrect estimate B) pessimistic, optimistic estimate C) average, median estimate D) likely, unlikely estimate E) none of the above; confidence intervals may not be used to estimate market potential Answer: B Diff: 3 Page Ref: 275 AACSB: Reflective Thinking Skills Objective: LO 3 36) ________ is a statistical procedure used to "support" (accept) or "not support" (reject) the hypothesis based on sample information.

A) Confidence analysis B) Standard error analysis C) Specification support/rejection D) Hypothesis testing E) Sampling acceptance Answer: D Diff: 2 Page Ref: 275 AACSB: Reflective Thinking Skills Objective: LO 4 37) A ________ is a prediction about the population value based on prior knowledge, assumptions, or intuition.

A) theory B) test C) specification D) marketing guess E) hypothesis Answer: E Diff: 1 Page Ref: 275 AACSB: Reflective Thinking Skills Objective: LO 4 10 ..

38) Which of the following is true about hypothesis testing?

A) The sample is the only source of current information about the population.

B) Sample results determine whether or not the hypothesis about the population parameter has been accepted.

C) Hypothesis testing is a form of generalization.

D) Hypothesis testing is a statistical procedure.

E) all of the above are true Answer: B Diff: 3 Page Ref: 275-276 AACSB: Reflective Thinking Skills Objective: LO 4 39) Which of the following is NOT used to test hypotheses?

A) sample statistic (mean or percentage) B) Greek parameter C) standard error of the statistic (mean or percentage) D) hypothesized parameter value E) a calculated value for z Answer: B Diff: 2 Page Ref: 276 AACSB: Analytic Skills Objective: LO 4 40) Which of the following is NOT true of intuitive hypothesis testing?

A) It is defined as when someone uses something he or she has observed to see if it agrees with or refutes his or her belief about that topic.

B) Everyone uses intuitive hypothesis testing.

C) People do intuitive hypothesis testing all the time to reaffirm their beliefs.

D) Only people familiar with statistics use intuitive hypothesis testing.

E) People do intuitive hypothesis testing all the time to reform their beliefs to be consistent with reality.

Answer: D Diff: 2 Page Ref: 276-277 AACSB: Reflective Thinking Skills Objective: LO 4

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41) Which of the following is an accurate description of the null hypothesis?

A) a formal statement that there is a significant difference between the hypothesized value and the value we find in our sample B) a formal statement that there is no difference between the hypothesized value and the value we find in our sample C) a formal statement that there is a slight difference between the hypothesized value and the value we find in our sample D) an informal statement that there is a large difference between the hypothesized value and the value we find in our sample E) an informal statement that there is an average difference between the hypothesized value and the value we find in our sample Answer: B Diff: 2 Page Ref: 277 AACSB: Analytic Skills Objective: LO 4 42) When testing a hypothesis, if the computed value is 39.7 and the critical z is 1.96, then: A) the hypothesis is not supported B) the hypothesis is supported C) the critical z value needs to be changed D) a major assumption has been violated E) no statement can be made about the hypothesis based on this information Answer: A Diff: 2 Page Ref: 278 AACSB: Reflective Thinking Skills Objective: LO 4 43) ________ is one that indicates the direction in which you believe the population parameter falls relative to some hypothesized average or percentage.

A) A hypothesis B) A directional hypothesis C) A negative hypothesis D) A positive hypothesis E) An average hypothesis Answer: B Diff: 2 Page Ref: 280 AACSB: Reflective Thinking Skills Objective: LO 4

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44) A toy store owner hypothesizes that parents spend less than $100 on toys per visit to her store. This is: A) an ordinary hypothesis B) a directional hypothesis C) a negative hypothesis D) a positive hypothesis E) an average hypothesis Answer: B Diff: 2 Page Ref: 280 AACSB: Reflective Thinking Skills Objective: LO 4 45) A toy store owner hypothesizes, at the 95% level of confidence, that parents spend less than $100 on toys per visit to her store. A sample is taken and the hypothesis test shows a z value of 1.65. We: A) accept the hypothesis B) do not support the hypothesis C) accept the alternative hypothesis D) fail to support the hypothesis E) none of the above; we do not have sufficient information Answer: A Diff: 3 Page Ref: 279 AACSB: Reflective Thinking Skills Objective: LO 4 46) When you use your XL Data Analyst to test a hypothesis about a percentage you must do which of the following?

A) GENERALIZE-HYPOTHESIS TEST-PERCENTAGE B) RELATE-HYPOTEST-PROPORTIONS C) SUMMARIZE-HYPOTHESIS TEST-PERCENTAGE D) GENERALIZE-HYPOTHESIS TEST-DESCRIBE E) none of the above; you cannot test a hypothesis about a percentage using XL Data Analyst Answer: A Diff: 2 Page Ref: 280 AACSB: Use of IT Objective: LO 5

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47) Where do you enter the "hypothesized value" in XL Data Analyst to test a hypothesis about a percentage?

A) Hypothesized Value box B) Hypo Val box C) Hypothesized Percentages box D) Variable View Screen E) none of the above; XL Data Analyst does not test hypotheses for percentages Answer: C Diff: 3 Page Ref: 280 AACSB: Use of IT Objective: LO 5 48) When you use XL Data Analyst to test a hypothesis for a percentage, the output: A) indicates whether the hypothesis is Supported or Not Supported B) includes information allowing you to test both non-directional as well as directional hypotheses C) includes classical t values D) includes classical z values E) all of the above Answer: E Diff: 3 Page Ref: 280 AACSB: Analytic Skills Objective: LO 5 49) When you use your XL Data Analyst to test a hypothesis about an average, you must do which of the following?

A) GENERALIZE-HYPOTHESIS TEST-AVERAGE B) RELATE-HYPOTEST-MEAN C) SUMMARIZE-HYPOTHESIS TEST-CENTRAL TENDENCY D) GENERALIZE-AVERAGE-HYPOTHESIS TEST E) none of the above; you cannot test a hypothesis about an average using XL Data Analyst Answer: A Diff: 2 Page Ref: 283 AACSB: Use of IT Objective: LO 5 50) Where do you enter the "hypothesized value" in XL Data Analyst to test a hypothesis about an average?

A) Hypothesized Value box B) Hypo Val box C) Hypothesized Average box D) Hypothesized Data box E) None of the above; XL Data Analyst does not test hypotheses for percentages.

Answer: C Diff: 3 Page Ref: 284 AACSB: Use of IT Objective: LO 5 14 ..

51) In the authors' step-by-step approach to the presentation of hypothesis tests, the first step is: A) state the hypothesis B) by performing appropriate hypothesis test computations, state if the hypothesis is supported or not supported C) test the hypothesis only on variables that are metric D) if the hypothesis is not supported, compute confidence intervals to provide the client with the appropriate confidence intervals E) none of the above; there is no step-by-step approach to the presentation of the hypothesis test mentioned in your textbook Answer: A Diff: 2 Page Ref: 286 AACSB: Analytic Skills Objective: LO 4 52) Using summarization analysis is perfectly acceptable when the researcher wishes to quickly communicate the basic nature of the central tendency and variability of the findings in a sample.

Answer: TRUE Diff: 1 Page Ref: 264 AACSB: Reflective Thinking Skills Objective: LO 1 53) Sample findings (percentages or averages) are assumed to be approximations of population facts, due to sampling error.

Answer: TRUE Diff: 1 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1 54) Summarizing is the act of estimating a population fact from a sample finding.

Answer: FALSE Diff: 2 Page Ref: 264 AACSB: Analytic Skills Objective: LO 1 55) Generalization is "stronger" when we use larger samples.

Answer: TRUE Diff: 1 Page Ref: 264 AACSB: Reflective Thinking Skills Objective: LO 1 56) The proper name for a population fact is the parameter.

Answer: TRUE Diff: 2 Page Ref: 266 AACSB: Analytic Skills Objective: LO 2

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57) The generalization process used to estimate population parameters from sample findings is known as parameter estimation.

Answer: TRUE Diff: 2 Page Ref: 266 AACSB: Analytic Skills Objective: LO 2 58) Typically, population parameters are designated by lowercase Roman letters.

Answer: FALSE Diff: 2 Page Ref: 266 AACSB: Reflective Thinking Skills Objective: LO 7 59) To estimate a parameter, you need to know the sample statistic, which is either a mean or percentage derived from sample data.

Answer: TRUE Diff: 2 Page Ref: 266 AACSB: Reflective Thinking Skills Objective: LO 3 60) A percentage can be used as the sample statistic for parameter estimation no matter what kind of variable – categorical or metric – is being used.

Answer: FALSE Diff: 2 Page Ref: 266 AACSB: Reflective Thinking Skills Objective: LO 3 61) By far, the most commonly used level of confidence in marketing research is the 99% level corresponding to 2.58 standard errors.

Answer: TRUE Diff: 2 Page Ref: 267 AACSB: Reflective Thinking Skills Objective: LO 3 62) A confidence interval is a range (lower and upper boundary) into which the researcher believes the population parameter falls with an associated degree of confidence.

Answer: FALSE Diff: 2 Page Ref: 267 AACSB: Reflective Thinking Skills Objective: LO 3 63) A confidence interval is always narrower for a 99% confidence interval than for a 95% interval when the sample size and variability are the same.

Answer: TRUE Diff: 3 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3 16 ..

64) The standard error of the percentage depends on two factors: the variability, denoted by p x q, and the sample size, n.

Answer: TRUE Diff: 3 Page Ref: 268 AACSB: Analytic Skills Objective: LO 3 65) The standard error will increase if the variation is increased.

Answer: FALSE Diff: 2 Page Ref: 268 AACSB: Reflective Thinking Skills Objective: LO 3 66) If you took many, many samples and plotted the sample percentage for all these samples as a frequency distribution, the distribution would approximate the normal curve and is called the sampling distribution.

Answer: TRUE Diff: 2 Page Ref: 268 AACSB: Analytic Skills Objective: LO 3 67) The way to interpret a confidence interval is as follows: If you repeated your survey multiple times (literally, thousands of times), and plotted your p, or percentage, found for each on a frequency distribution, it would look like a bell-shaped curve, and 95% of your percentages would fall in the confidence interval defined by the population percentage ±1.96 times the standard error of the percentage.

Answer: TRUE Diff: 2 Page Ref: 269 AACSB: Analytic Skills Objective: LO 3 68) When variability is decreased and sample size increases, the sampling distribution becomes more compressed (smaller).

Answer: TRUE Diff: 2 Page Ref: 269 AACSB: Reflective Thinking Skills Objective: LO 3 69) The more evidence you have, the more precise you will be in your generalization.

Answer: TRUE Diff: 1 Page Ref: 269 AACSB: Reflective Thinking Skills Objective: LO 3

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70) You can obtain a 95% confidence interval using XL Data Analyst.

Answer: TRUE Diff: 1 Page Ref: 270 AACSB: Use of IT Objective: LO 5 71) The confidence interval for an average uses the standard deviation as the measure of variability.

Answer: TRUE Diff: 2 Page Ref: 271 AACSB: Reflective Thinking Skills Objective: LO 3 72) When the standard deviation increases and the sample size decreases, the standard error of the average increases.

Answer: TRUE Diff: 3 Page Ref: 271 AACSB: Reflective Thinking Skills Objective: LO 3 73) The interpretation of a confidence interval estimate of a population average is identical to the interpretation of a confidence interval estimate for a population percentage.

Answer: TRUE Diff: 2 Page Ref: 273 AACSB: Analytic Skills Objective: LO 3 74) To calculate a confidence interval for an average using your XL Data Analyst, you should use: Generalize—Confidence Interval—Average.

Answer: TRUE Diff: 2 Page Ref: 273 AACSB: Use of IT Objective: LO 5 75) Confidence intervals for averages should be calculated only on variables that are considered metric.

Answer: TRUE Diff: 2 Page Ref: 273 AACSB: Analytic Skills Objective: LO 5

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76) Sometimes someone, such as the marketing manager or marketing researcher, makes a prediction about the population value based on prior knowledge, assumptions, or intuition. This statement, called a theory, commonly takes the form of an exact specification as to what is the population parameter.

Answer: TRUE Diff: 2 Page Ref: 275 AACSB: Reflective Thinking Skills Objective: LO 4 77) Intuitive hypothesis testing is the same as statistical hypothesis testing.

Answer: TRUE Diff: 2 Page Ref: 276 AACSB: Analytic Skills Objective: LO 4 78) Hypothesis testing is a statistical procedure used to accept or reject the hypothesis based on sample information.

Answer: FALSE Diff: 1 Page Ref: 275 AACSB: Analytic Skills Objective: LO 4 79) Constantly gathering information that either supports or refutes our beliefs is something only statisticians do; intuitive hypothesis testing is not done by persons who are not statisticians.

Answer: FALSE Diff: 1 Page Ref: 277 AACSB: Analytic Skills Objective: LO 4 80) In hypothesis testing about a percentage, the sample percent is noted by the letter µ?

Answer: TRUE Diff: 3 Page Ref: 276 AACSB: Analytic Skills Objective: LO 4 81) If we are testing a hypothesis that a sample percentage does not differ from a hypothesized value at the 95% level of confidence, and we arrive at a z value of 1.98, we would fail to support the hypothesis.

Answer: FALSE Diff: 3 Page Ref: 278 AACSB: Reflective Thinking Skills Objective: LO 4

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82) In a hypothesis test, one tests the null hypothesis, a formal statement that there is no (or null) difference between the hypothesized ? value and the p value found in our sample.

Answer: FALSE Diff: 2 Page Ref: 277-278 AACSB: Analytic Skills Objective: LO 4 83) Directional hypotheses contain statements of "more than" or "less than."

Answer: TRUE Diff: 1 Page Ref: 280 AACSB: Analytic Skills Objective: LO 4 84) When we use XL Data Analyst to test a hypothesis for a percentage, we use the F value instead of the z value.

Answer: TRUE Diff: 1 Page Ref: 281 AACSB: Use of IT Objective: LO 5 85) The t value is agreed by statisticians to be more proper than the z value, but the t value does not have set critical values such as 1.96.

Answer: TRUE Diff: 3 Page Ref: 282 AACSB: Reflective Thinking Skills Objective: LO 4 86) When you are working with a percent hypothesis, the interpretation of a hypothesis test is directly linked to the sampling distribution concept, but that is not the case with an average hypothesis.

Answer: FALSE Diff: 2 Page Ref: 284 AACSB: Reflective Thinking Skills Objective: LO 4 87) The hypothesis is true (supported) if the sample result falls between + or – 1.96 standardized errors.

Answer: TRUE Diff: 3 Page Ref: 285 AACSB: Reflective Thinking Skills Objective: LO 4

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88) There are two options for confidence intervals: (1) the general case, and (2) findings-specific confidence intervals.

Answer: TRUE Diff: 2 Page Ref: 286 AACSB: Analytic Skills Objective: LO 5

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Basic Marketing Research, 3e (Burns) Chapter 13 Finding Differences 1) ________ holds that within a product market, there are different types of consumers who have dissimilar requirements, and these differences can be the bases of marketing strategies.

A) Marketing B) Promotion mix C) Market segmentation D) Product differentiation E) Channel of distribution strategy Answer: C Diff: 1 Page Ref: 291 AACSB: Analytic Skills Objective: LO 1 2) Which of the following marketing concepts is an important reason for analyzing differences?

A) new product development B) market segmentation C) channel of distribution strategy D) promotion mix E) product differentiation Answer: B Diff: 1 Page Ref: 291-292 AACSB: Analytic Skills Objective: LO 1 3) A researcher may want to compare: A) two percentages B) two averages C) one percentage with one average D) either a or b E) none of the above; researchers cannot make comparisons Answer: D Diff: 1 Page Ref: 292 AACSB: Analytic Skills Objective: LO 1

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4) When a marketing researcher compares two groups of respondents to determine whether or not there are statistically significant differences between them, the researcher is considering them to be two independent ________.

A) samples B) segments C) channels D) clusters E) populations Answer: E Diff: 2 Page Ref: 293 AACSB: Analytic Skills Objective: LO 2 5) When comparing, a categorical scale requires that the researcher compare: A) percentages B) averages C) standard deviations D) standard errors E) associations Answer: A Diff: 2 Page Ref: 292 AACSB: Analytic Skills Objective: LO 2 6) When testing whether a true difference exists between two group percentages, the ________ hypothesis is that there is a true difference between the two group percentages (or averages) that we are comparing.

A) null B) true C) accurate D) alternative E) independent Answer: D Diff: 2 Page Ref: 294 AACSB: Reflective Thinking Skills Objective: LO 2

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7) 65% of males bought a snack when they rented a DVD and 40% of females bought a snack when they rented a DVD. This is an example where a researcher would: A) determine if there is a difference between the average of two populations B) determine if there is a difference between the percentages of two populations C) determine if there is a significant association between the two populations D) determine if there is a difference between males and females in terms of the types of snacks purchased E) determine if there is a difference between DVD renters and non-renters in terms of snacks Answer: B Diff: 2 Page Ref: 293 AACSB: Reflective Thinking Skills Objective: LO 2 8) To test whether a true difference exists between two group percentages, we test the ________ that the difference in their population parameters is zero.

A) male female B) null parameter C) null parameter D) null alternative E) all of the above Answer: C Diff: 1 Page Ref: 294 AACSB: Reflective Thinking Skills Objective: LO 2 9) To perform the test of significance of differences between two percentages, each representing a separate group (sample), the first step requires: A) that the arithmetic difference between the two percentages be translated into a number of standard errors away from the hypothesized value of zero B) a comparison of the two percentages C) a computation of z by dividing the difference between the two sample percentages by the standard error of the difference between percents D) determining whether the null hypothesis is supported or not supported at your chosen level of confidence E) reviewing the normal curve Answer: B Diff: 2 Page Ref: 294 AACSB: Analytic Skills Objective: LO 2

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10) When testing for the differences between two percentages, the formula subtracts the differences between the two percentages and divides this difference by the standard error of the difference between two: A) groups B) averages C) differences D) percentages E) people Answer: D Diff: 3 Page Ref: 294 AACSB: Reflective Thinking Skills Objective: LO 2 11) When testing for the differences between two percentages, a computed z value that is larger than the critical z value (i.e. +or -1.96) amounts to no support for: A) a significant difference B) the null hypothesis C) the alternative hypothesis D) null alternative E) none of the above Answer: B Diff: 3 Page Ref: 295 AACSB: Analytic Skills Objective: LO 2 12) 40% women video renters buy snacks; 65% male video renters buy snacks. A computed z of 4.5 is calculated. Assuming the critical value of z is + or – 1.96, this means: A) nothing; z does not determine anything B) the null hypothesis is not supported; there is a true difference between the two percentages C) the null hypothesis is supported; there is a true difference between the two percentages D) the alternative hypothesis is not supported; there is a true difference between the two percentages E) the null alternative is supported; there is a true difference between the two percentages Answer: B Diff: 3 Page Ref: 296 AACSB: Reflective Thinking Skills Objective: LO 2

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13) In conducting tests of differences between two percentages: A) directional hypotheses are also feasible B) directional hypotheses are not feasible C) only alternative hypotheses may be tested D) only null alternatives are feasible E) all of the above are true Answer: A Diff: 2 Page Ref: 296 AACSB: Analytic Skills Objective: LO 2 14) When using XL Data Analyst to compare two mutually exclusive groups as to their respective percentage on a category of some variable, the approach sequence of commands is: A) COMPARE—GROUPS PERCENTAGES—EXCLUSIVE B) COMPARE—GROUP—PERCENTAGE C) SUMMARIZE—2 GROUP PERCENTS D) COMPARE—2 GROUP PERCENTS E) COMPARE—MUTUALLY—EXCLUSIVE—GROUPS Answer: D Diff: 3 Page Ref: 297 AACSB: Use of IT Objective: LO 6 15) When using XL Data Analyst to compare two mutually exclusive groups as to their respective percentage on a category of some variable, you must define: A) a grouping variable to identify groups and a target variable B) a target variable to identify groups and no other variable C) a grouping variable on which the percentages are calculated D) the hypothesized value E) none of the above; XL Data Analyst cannot perform this task Answer: A Diff: 3 Page Ref: 296-297 AACSB: Use of IT Objective: LO 6 16) When using XL Data Analyst to compare two mutually exclusive groups as to their respective percentage on a category, the ________ variable is the variable on which the groups will be compared.

A) target B) grouping C) independent D) group E) segmenting Answer: A Diff: 2 Page Ref: 297 AACSB: Use of IT Objective: LO 6 5 ..

17) When your XL Data Analyst compares the percentages of two groups and reports that the support for the hypothesis that the two percents are equal is Not Supported, this means: A) the two percentages are equal B) there is no significant difference between the two percentages C) the percentages are the same but there is a difference between the groups D) the two percentages are significantly different E) the two percentages are average Answer: D Diff: 2 Page Ref: 297 AACSB: Reflective Thinking Skills Objective: LO 6 18) When testing for the differences between two averages the formula subtracts the differences between the two averages and divides this difference by the standard error of the difference between two: A) groups B) averages C) differences D) percentages E) people Answer: B Diff: 3 Page Ref: 299 AACSB: Reflective Thinking Skills Objective: LO 3 19) When testing for the differences between two averages the s1 in the formula stands for: A) the size of sample 1 B) survey 1 C) the average of sample 1 D) standard deviation of sample 1 E) standard error of sample 100 Answer: D Diff: 2 Page Ref: 299 AACSB: Reflective Thinking Skills Objective: LO 3

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20) Assume a survey asks teens: "How many 20 oz. sports drinks do you drink in a week?" If you wanted to compare the answers you would test for the difference between two: A) averages B) percentages C) metrics D) brands of sports drinks E) hypothesized values Answer: A Diff: 1 Page Ref: 299 AACSB: Reflective Thinking Skills Objective: LO 3 21) A statistically significant difference means: A) there is practical significance B) the differences would remain in a large number of trials if we repeated the survey over many times C) the p values are very large D) the z values are very small E) the x values are average Answer: B Diff: 2 Page Ref: 300 AACSB: Analytic Skills Objective: LO 3 22) You may have statistical significance and still not have: A) practical significance B) large z values C) small p values D) small differences E) average x values Answer: A Diff: 3 Page Ref: 300 AACSB: Reflective Thinking Skills Objective: LO 3 23) ________ significance depends on whether or not there is a managerial application that uses the difference.

A) Practical B) Statistical C) Modest D) Critical E) Day-to-day Answer: A Diff: 2 Page Ref: 300 AACSB: Reflective Thinking Skills Objective: LO 3 7 ..

24) When using XL Data Analyst to compare two groups averages, the sequence of commands is: A) COMPARE—GROUPS AVERAGES—EXCLUSIVE B) COMPARE—GROUP—AVERAGE C) SUMMARIZE—2 GROUP AVERAGE D) COMPARE—2 GROUP AVERAGES E) COMPARE—2 GROUP MEANS Answer: D Diff: 3 Page Ref: 302 AACSB: Use of IT Objective: LO 6 25) Which of the following is NOT true of ANOVA? A) The use of the word variance in the name "analysis of variance" is misleading.

B) The standard deviations are taken into consideration.

C) Fundamentally, ANOVA (analysis of variance) is an investigation of the differences between the group averages to determine whether sampling errors or true population differences explain their failure to be equal.

D) ANOVA is an analysis of the standard deviations of the groups.

E) When a researcher wants to compare the averages of several different groups, ANOVA should be used to accomplish such multiple comparisons.

Answer: D Diff: 3 Page Ref: 303 AACSB: Reflective Thinking Skills Objective: LO 4 26) ANOVA's ________ hypothesis is that none of all possible group-to-group averages is significantly different: that is, there is not one single significant difference that exists between any possible pair of groups.

A) alternative B) accurate C) null D) true E) independent Answer: C Diff: 2 Page Ref: 303 AACSB: Analytic Skills Objective: LO 3

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27) When a researcher wants to compare the averages of several (more than two) groups, he or she should use: A) multiple tests of differences between two averages B) three way differences tests C) analysis of variance D) analysis of covariance E) multiple z tests Answer: C Diff: 2 Page Ref: 303 AACSB: Reflective Thinking Skills Objective: LO 4 28) Which of the following is true of the word "variance" in analysis of variance?

A) It refers to differences between standard deviations.

B) It is misleading.

C) It is used to determine significance.

D) It refers only to within variance.

E) It is used because the test is designed to determine the differences between more than 4 variances.

Answer: B Diff: 3 Page Ref: 303 AACSB: Analytic Skills Objective: LO 4 29) ANOVA is an efficient way to compare: A) two groups averages B) two groups percentages C) three or more groups variances D) three or more groups averages E) three or more groups percentages Answer: D Diff: 2 Page Ref: 303 AACSB: Analytic Skills Objective: LO 4 30) To determine if more than two groups averages are significantly different using XL Data Analyst we would use which command?

A) Compare—ANOVA—Averages B) Differences—ANOVA C) Compare—3+ Group Averages D) Compare—2 Group Averages E) Compare—ANOVA—Groups Answer: C Diff: 3 Page Ref: 306 AACSB: Use of IT Objective: LO 6 9 ..

31) In your XL Data Analyst output for ANOVA, an "Equal" notation means: A) that there is a significant difference between the two averages B) that there is no support for the null hypothesis that the two group averages are equal C) the two groups were identical in that particular category D) there is no "Equal" notation in the ANOVA output E) an "Equal" notation has nothing to do with the difference in group averages Answer: A Diff: 3 Page Ref: 306 AACSB: Use of IT Objective: LO 6 32) Output for ANOVA in XL Data Analyst shows you which pairs of averages are: A) practically different B) significantly different C) managerially significant D) only average E) none of the above; ANOVA compares percentages Answer: B Diff: 2 Page Ref: 306-307 AACSB: Use of IT Objective: LO 6 33) If a pharmaceuticals company was seeking to improve its cold remedy medication, a survey could be used to determine, "How important is it that your cold remedy relieves your ________?" using a 10-point scale of 1=not important to 10=very important for each of several cold symptoms such as "congestion," "cough," or "runny nose." The researcher would then want to look for significant differences between the averages of two ________.

A) groups B) z tests C) variables D) group differences E) hypothetical t values Answer: C Diff: 2 Page Ref: 308 AACSB: Reflective Thinking Skills Objective: LO 5

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34) When you are comparing the averages on two variables for significant differences, which of the following is true?

A) The scales of measurement should be the same on both questions.

B) Since the same respondents answered both questions (variables) you do not have independent samples.

C) You have two independent questions and one group.

D) all of the above are true E) none of the above are true Answer: D Diff: 3 Page Ref: 308 AACSB: Reflective Thinking Skills Objective: LO 5 35) When you are comparing the averages on two variables for significant differences, which of the following sequences of commands should you use in XL Data Analyst?

A) COMPARE—2+ GROUP—AVERAGES B) SUMMARIZE—2+ GROUP—PERCENTAGES C) GENERALIZE—2 VARIABLE AVERAGES D) COMPARE—2 VARIABLE AVERAGES E) COMPARE—DIFFERENCES—2 VARIABLES Answer: D Diff: 3 Page Ref: 309 AACSB: Use of IT Objective: LO 6 36) What is the label for the output for comparing the averages on two variables among the same sample member?

A) Two Paired Variable Averages Differences Test Analysis Results B) Three Independent Variable Averages Differences Test Analysis Results C) Two Independent Variable Averages Differences Test Analysis Results D) all of the above are used; the output label changes depending on the variables tested E) none of the above are used; the output label is unknowable Answer: A Diff: 3 Page Ref: 310 AACSB: Use of IT Objective: LO 6 37) Market difference testing holds that within a product market, there are different types of consumers who have dissimilar requirements, and these differences can be the bases of marketing strategies.

Answer: FALSE Diff: 2 Page Ref: 291 AACSB: Reflective Thinking Skills Objective: LO 1

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38) If a researcher wanted to know if there are differences between coupon users and noncoupon users, he/she could use tests for differences between two groups.

Answer: TRUE Diff: 1 Page Ref: 292 AACSB: Reflective Thinking Skills Objective: LO 1 39) When a marketing researcher compares two groups of respondents to determine whether or not there are statistically significant differences between them, the researcher is considering them as though two independent surveys were administered, one for each group.

Answer: TRUE Diff: 3 Page Ref: 293 AACSB: Reflective Thinking Skills Objective: LO 2 40) A marketing researcher is always hoping for the null hypothesis to not be supported.

Answer: TRUE Diff: 2 Page Ref: 293 AACSB: Analytic Skills Objective: LO 2 41) Because we have two samples when testing the significance of the difference between two percentages instead of the one that we worked with for a hypothesis test, the standard error term is calculated differently, called the standard error of the difference between two percentages.

Answer: TRUE Diff: 3 Page Ref: 294 AACSB: Analytic Skills Objective: LO 2 42) When we test for the differences between percentages for two groups the null hypothesis is that the difference in the two group's population parameters is over 30.

Answer: FALSE Diff: 3 Page Ref: 295 AACSB: Reflective Thinking Skills Objective: LO 2 43) The formula for comparing differences between the percentages of two groups uses the percentages from each group in the numerator.

Answer: TRUE Diff: 3 Page Ref: 294 AACSB: Reflective Thinking Skills Objective: LO 2

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44) The apex of the sampling distribution of the difference between two percents is zero to represent the null hypothesis.

Answer: TRUE Diff: 3 Page Ref: 294-295 AACSB: Analytic Skills Objective: LO 2 45) When comparing differences between the percentages of two groups and our z is 1.98 at the 95% level of confidence, we may conclude the two percentages are significantly different.

Answer: TRUE Diff: 3 Page Ref: 295 AACSB: Reflective Thinking Skills Objective: LO 2 46) Directional hypotheses are NOT feasible in the case of tests of statistically significant differences.

Answer: FALSE Diff: 2 Page Ref: 296 AACSB: Reflective Thinking Skills Objective: LO 2 47) When testing the difference between the percentages of two groups, XL Data Analyst performs this task by the command: Compare—4+ Group Percents.

Answer: FALSE Diff: 1 Page Ref: 296 AACSB: Use of IT Objective: LO 6 48) When testing the difference between the percentages of two groups, XL Data Analyst requires users to enter both the grouping variable and the target variable.

Answer: TRUE Diff: 3 Page Ref: 297 AACSB: Use of IT Objective: LO 6 49) If the XL Data Analyst has reported that the hypothesis of equal percents (the null hypothesis) is "not supported," then there is a true difference between the two group percentages.

Answer: FALSE Diff: 2 Page Ref: 294 AACSB: Use of IT Objective: LO 5

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50) If we wanted to know if there was a statistically significant difference between males and females on the average number of soft drinks they consumed during a week we would be testing for the difference between averages for two groups.

Answer: TRUE Diff: 1 Page Ref: 299 AACSB: Reflective Thinking Skills Objective: LO 3 51) Statistical significance is the same thing as practical significance.

Answer: FALSE Diff: 1 Page Ref: 300 AACSB: Analytic Skills Objective: LO 3 52) If we wanted to know if there was a statistically significant difference between males and females on the average number of soft drinks they consumed during a week and our test calculated a z of 6.43, this would mean there was no difference in the average number of drinks consumed between the two groups.

Answer: FALSE Diff: 3 Page Ref: 300 AACSB: Reflective Thinking Skills Objective: LO 3 53) When the difference is deemed to be important and useful to the marketing manager, then it has practical significance.

Answer: TRUE Diff: 1 Page Ref: 300 AACSB: Reflective Thinking Skills Objective: LO 3 54) When testing the difference between the averages of two groups, XL Data Analyst performs this task by the command: Compare—2 Group Averages.

Answer: TRUE Diff: 2 Page Ref: 303 AACSB: Use of IT Objective: LO 4 55) ANOVA is not an analysis of the standard deviations of the groups.

Answer: TRUE Diff: 2 Page Ref: 303 AACSB: Analytic Skills Objective: LO 4

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56) Analysis of variance is used to test the difference between percentages between more than two groups.

Answer: FALSE Diff: 2 Page Ref: 303 AACSB: Analytic Skills Objective: LO 4 57) The word "variance" in the name "analysis of variance" is misleading.

Answer: TRUE Diff: 3 Page Ref: 303 AACSB: Analytic Skills Objective: LO 4 58) The output for ANOVA in your XL Data Analyst software provides a table that shows you group averages and which are significantly different if ANOVA finds the null hypothesis is not supported.

Answer: TRUE Diff: 3 Page Ref: 306 AACSB: Use of IT Objective: LO 6 59) The proper command sequence to run ANOVA using your XL Data Analyst software is: COMPARE—3+ GROUP AVERAGES. Answer: TRUE Diff: 2 Page Ref: 306 AACSB: Use of IT Objective: LO 6 60) There is an appropriate test to compare two averages when there are no groups such as male v. female. The test calculates differences between the averages of two different variables.

Answer: TRUE Diff: 3 Page Ref: 307 AACSB: Reflective Thinking Skills Objective: LO 5 61) In testing for significant differences between the averages of two variables, two variables should be measured on the same metric scale.

Answer: TRUE Diff: 2 Page Ref: 307 AACSB: Analytic Skills Objective: LO 5

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62) In your XL Data Analyst software, the test to determine the difference between the averages of two variables has output that reads: Two Paired Variable Averages Differences Test Analysis Results.

Answer: TRUE Diff: 3 Page Ref: 309 AACSB: Use of IT Objective: LO 6 63) In reporting group differences to clients, marketing researchers often construct a group comparison table that summarizes the significant differences in an efficient manner.

Answer: TRUE Diff: 1 Page Ref: 310 AACSB: Communication Abilities Objective: LO 1 64) When the researcher is reporting differences found from ANOVA, the table presentation becomes more challenging as there can be overlaps of nonsignificant differences and significant differences.

Answer: TRUE Diff: 2 Page Ref: 311 AACSB: Communication Abilities Objective: LO 1

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Basic Marketing Research, 3e (Burns) Chapter 14 Determining Relationships 1) A ________ is a consistent and systematic linkage between the levels or labels for two variables.

A) variance B) correlation C) coefficient D) difference E) relationship Answer: E Diff: 1 Page Ref: 315 AACSB: Analytic Skills Objective: LO 1 2) The term ________ implies that the scale is metric, whereas the term ________ implies that the scale is categorical.

A) levels; labels B) labels; levels C) levels; variances D) labels; variances E) variances; labels Answer: A Diff: 3 Page Ref: 315 AACSB: Analytic Skills Objective: LO 1 3) Relationship analyses determine whether: A) stable patterns exist between two or more variables B) significant differences exist between two or more variables C) stable generalizations exist between 12 or more variables D) two variables have the same level of measurement E) none of the above; relationships occur between clients and researchers Answer: A Diff: 1 Page Ref: 315 AACSB: Analytic Skills Objective: LO 1

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4) When a scale has "labels" as opposed to "levels" we can normally assume the level of measurement is: A) metric B) in small increments C) categorical D) to scale E) average Answer: C Diff: 3 Page Ref: 315 AACSB: Analytic Skills Objective: LO 1 5) When a scale has "levels" as opposed to "labels" we can normally assume the level of measurement is: A) metric B) in small increments C) categorical D) to scale E) average Answer: A Diff: 3 Page Ref: 315 AACSB: Analytic Skills Objective: LO 1 6) A question about choice of drink with the answers being "coffee" or "soft drink" would be considered to have: A) categorical levels B) metric levels C) level metrics D) categorical labels E) average labels Answer: D Diff: 3 Page Ref: 315-316 AACSB: Analytic Skills Objective: LO 1 7) A question that asks how often a respondent purchases plane tickets would be considered: A) categorical levels B) metric levels C) metric labels D) categorical labels E) average levels Answer: B Diff: 3 Page Ref: 315 AACSB: Reflective Thinking Skills Objective: LO 1 2 ..

8) You do not have a "relationship" that links the labels (or levels) for two variables unless the relationship is: A) based upon effect B) consistent C) systematic D) both consistent and systematic E) based upon strength Answer: D Diff: 2 Page Ref: 315 AACSB: Reflective Thinking Skills Objective: LO 1 9) ________ is the analytical technique that assesses the statistical significance of categorical variable relationships.

A) A stacked pie chart B) Cross-tabulation analysis C) Cross-label analysis D) Cross-category analysis E) A stacked bar chart Answer: B Diff: 2 Page Ref: 317 AACSB: Analytic Skills Objective: LO 2 10) What is the intersection of a row and a column in a cross-tabulation table called?

A) a "cross-tabulation cell" B) a dangerous intersection C) a chi-square D) a "cross-cell interaction" E) an intersect cell Answer: A Diff: 2 Page Ref: 317 AACSB: Analytic Skills Objective: LO 2 11) With cross-tabulation, two variables are arranged in a: A) consistent and significant pattern B) cross-tabulation cell C) chi-square cell D) cross-tabulation table E) stacked bar table Answer: D Diff: 1 Page Ref: 317 AACSB: Analytic Skills Objective: LO 2

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12) What is the intersection cell for the Row Totals column and the Column Totals row in a cross-tabulation table called?

A) the Row and Column Totals Cell B) the Grand Total C) the Total cell D) the Grand Column E) none of the above; rows and columns do not intersect Answer: B Diff: 3 Page Ref: 317 AACSB: Analytic Skills Objective: LO 2 13) A table that contains the raw counts of various relationships possible in a cross-tabulation is called: A) a frequencies table B) a possibility table C) a Boolean possibility table D) a frequent Boolean possibility table E) a stacked bar table Answer: A Diff: 1 Page Ref: 317 AACSB: Analytic Skills Objective: LO 2 14) ________ is the examination of frequencies for two categorical variables in a crosstabulation table to determine whether the variables have a significant relationship.

A) Chi-square analysis B) Correlation C) ANOVA D) Regression E) MANOVA Answer: A Diff: 2 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 15) The chi-square test is useful for determining: A) if a relationship exists between three categorical variables B) if a relationship exists between two metric variables C) if a relationship exists between two categorical variables D) if a duotonic relationship exists between two variables E) if a beta is present in the relationship Answer: C Diff: 3 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 4 ..

16) The chi-square test is performed by: A) comparing a metric variable with a categorical variable B) comparing one frequency table with one cross-tabulation table C) comparing the difference among categories of more than three variables D) comparing observed frequencies with expected frequencies E) comparing the pie chart with the stacked bar chart Answer: D Diff: 3 Page Ref: 318 AACSB: Reflective Thinking Skills Objective: LO 2 17) In chi-square analysis, the formula for an expected cell frequency shows the cell column total * by the cell row total in the numerator and ________ in the denominator.

A) the cell column total B) the cell row total C) p*q D) n E) the grand total Answer: D Diff: 3 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 18) ________ are the totals observed by counting the number of respondents who are in each cross-tabulation cell.

A) Observed frequencies B) Expected frequencies C) Cell column totals D) Cell row totals E) Grand totals Answer: A Diff: 1 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 19) In the chi-square test, for a significant relationship to exist: A) the computed expected frequencies should exceed the critical chi-square table value B) the chi-square value should exceed 1.96 C) there should be no differences between the observed and expected frequencies D) the calculated chi-square value should exceed the critical chi-square table value E) the chi-square value must be greater than .05 Answer: D Diff: 3 Page Ref: 319 AACSB: Reflective Thinking Skills Objective: LO 2

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20) The best communication vehicle for cross-tabulation analysis is a ________.

A) table B) cross-tabulation table C) lengthy discussion D) graph E) there is no "best" communication vehicle for cross-tabulation analysis.

Answer: B Diff: 2 Page Ref: 319 AACSB: Communication Abilities Objective: LO 2 21) What is the command sequence for the XL Data Analyst to perform cross-tabulation analysis and generate row and column percentage tables?

A) Go—Boolean B) Summarize—Boolean—Cross C) Relate—Crosstabs D) Relate—2 Variables E) Relate—Boolean—Stacked Bar Answer: C Diff: 3 Page Ref: 319 AACSB: Use of IT Objective: LO 5 22) Should XL Data Analyst find there is no significant relationship in a cross-tabulation table, it: A) presents Column or Row Percents with a warning B) presents both Column and Row Percents C) presents only Column Percents D) presents an asterisk E) none of the above; inspecting a table of non-significant relationships is not productive Answer: E Diff: 3 Page Ref: 321 AACSB: Use of IT Objective: LO 5 23) Which type of relationship is a "straight-line" relationship between two variables which allows us to know one variable if we have knowledge of the other?

A) causal relationship B) linear relationship C) categorical relationship D) Boolean relationship E) a beta relationship Answer: B Diff: 2 Page Ref: 324 AACSB: Reflective Thinking Skills Objective: LO 3 6 ..

24) Which type of relationship is described by the formula: y = a + bx?

A) causal relationship B) linear relationship C) categorical relationship D) Boolean relationship E) a beta relationship Answer: B Diff: 2 Page Ref: 324 AACSB: Analytic Skills Objective: LO 3 25) In the formula for a straight line, the b stands for the ________.

A) intercept B) dependent variable C) independent variable D) slope E) predicted variable Answer: D Diff: 2 Page Ref: 324 AACSB: Analytic Skills Objective: LO 3 26) A correlation coefficient is an index number constrained to fall between the range of: A) 0 to 1.00 B) 0 to 100 C) -1.00 to +1.00 D) .05 to .95 E) none of the above; it is not constrained Answer: C Diff: 3 Page Ref: 325 AACSB: Analytic Skills Objective: LO 3 27) ________ is defined as the amount of change in one variable systematically associated with a change in another variable.

A) Correspondence B) Covariation C) Covariable change analysis D) An alpha relationship E) A beta relationship Answer: B Diff: 2 Page Ref: 325 AACSB: Reflective Thinking Skills Objective: LO 3

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28) Which of the following is NOT true of a scatter diagram?

A) It plots data pairs in an x- and y-axis graph.

B) It will portray the amount of covariation between two metric variables.

C) It plots the points corresponding to each matched pair of x and y variables.

D) When there is no apparent association or relationship between two variables, the points on a scatter diagram fail to create any identifiable pattern.

E) There is no relationship between scatter diagrams and correlation coefficients.

Answer: E Diff: 2 Page Ref: 325-326 AACSB: Reflective Thinking Skills Objective: LO 3 29) The null hypothesis for a correlation states that: A) the population correlation coefficient is equal to zero.

B) the population correlation coefficient is +1.

C) the population correlation coefficient is -1 D) the population correlation coefficient is ±1.

E) the population correlation coefficient is positive.

Answer: A Diff: 2 Page Ref: 327 AACSB: Analytic Skills Objective: LO 3 30) If a correlation coefficient is not statistically significant: A) you can still use the size of the coefficient to indicate the amount of the association though you know it is not significant B) you can use the direction of the coefficient to indicate the nature of the association though you know it is not significant C) you must assume the correlation is zero; the coefficient has no meaning at all D) you should rerun the analysis to see if the beta is significant E) none of the above; all coefficients are statistically significant Answer: C Diff: 3 Page Ref: 327 AACSB: Reflective Thinking Skills Objective: LO 3 31) Correlation coefficients that fall between -1.00 and -.81 or between -1.00 and -.81 are generally considered to be: A) weak B) moderate C) strong D) nonexistent E) very weak Answer: C Diff: 2 Page Ref: 327 AACSB: Reflective Thinking Skills Objective: LO 3 8 ..

32) Assume you run a correlation analysis and your XL Data Analyst informs you that you have a significant relationship. What can you use to determine how strong the relationship is?

A) the strength coefficient, which ranges from 1 to 10, with 10 being the strongest B) the strength coefficient, which ranges from 1 to 5, with 5 being the strongest C) the size of the correlation coefficient D) the size of the beta E) none of the above; correlation is not measured in terms of strength Answer: C Diff: 1 Page Ref: 327 AACSB: Reflective Thinking Skills Objective: LO 5 33) The stronger a relationship the: A) larger the absolute size of the correlation coefficient B) larger the strength coefficient C) closer to zero is the correlation coefficient D) larger, positive size of the correlation coefficient E) larger the beta Answer: A Diff: 2 Page Ref: 327 AACSB: Reflective Thinking Skills Objective: LO 3 34) What is the name of the statistical procedure to determine if a systematic linear relationship exists between two metric-scaled variables?

A) chi-square B) correlation coefficient C) Pearson chi-square D) Pearson Product Moment Correlation Coefficient E) Pearson Beta coefficient Answer: D Diff: 2 Page Ref: 327 AACSB: Analytic Skills Objective: LO 3 35) If you wished to perform correlation analysis using your XL Data Analyst, which command sequence would you use?

A) Relate—Correlate B) Correlate—Summarize C) Coefficient—Relate D) Correlate—Pearson—Beta E) none of the above; XL Data Analyst will not run correlation analysis Answer: A Diff: 3 Page Ref: 328 AACSB: Use of IT Objective: LO 5 9 ..

36) A ________ (where the target variable is clearly indicated, probably in the title, and the statistically significant positive and negative correlations are identified and separated) is suggested when presenting correlation findings.

A) table B) cross-tabulation table C) lengthy discussion D) graph E) none of the above; there is no "best" communication vehicle for cross-tabulation analysis.

Answer: A Diff: 2 Page Ref: 329 AACSB: Communication Abilities Objective: LO 2 37) A predictive analysis technique in which variables are used to predict the level of another by use of the straight-line formula, y= a + bx is: A) chi-square B) Pearson correlation C) digression analysis D) regression analysis E) summarization analysis Answer: D Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 38) Bivariate regression analysis is defined as a predictive analysis technique in which: A) a pattern in one variable is identified over time and projected into the future B) a relationship between three variables that exists across time is observed to make a prediction C) one variable is used to predict the level of another variable D) two variables are used to predict two others by the use of a scatter diagram E) three or more variables variances are analyzed Answer: C Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 39) Which of the following is true of the dependent variable in regression analysis?

A) used to predict the independent variable, and it is the x in the regression formula B) used to predict the independent variable, and it is the y in the regression formula C) predicted, and it is usually termed x in the regression formula D) predicted, and it is usually termed y in the regression formula E) predicted by the categorical variable, termed i, in the regression formula Answer: D Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 10 ..

40) Which of the following is NOT true regarding the independent variable in regression analysis?

A) It is used to predict the dependent variable.

B) It is the x in the regression formula.

C) The term independent variable is an arbitrary designation.

D) It is predicted by the dependent variable.

E) There is no cause-and-effect relationship or true dependence between the dependent and the independent variables.

Answer: D Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 41) What are the intercept and the slope computed on the basis of in regression analysis?

A) parsimony B) the least squares' criterion C) the most squares' criterion D) the size of the coefficients E) none of the above; the intercept and slope are not computed in regression analysis Answer: B Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 42) What Greek symbol denotes the true intercept in regression analysis?

A) β B) α C) π D) Σ E) Ω Answer: B Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 43) What Greek symbol denotes the true slope in regression analysis?

A) β B) α C) π D) Σ E) Ω Answer: A Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4

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44) In regression analysis, the statistical significance of the intercept and the slope are deemed significant if they are significantly different from: A) their values on a previous test B) the least squares' criterion C) the most squares' criterion D) zero, the null hypothesis E) the .05 criterion Answer: D Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 45) Regression analysis provides a measure of accuracy for predictions of the regression equation through the: A) standard error of estimate B) standard error of accuracy C) standard error of percentage D) standard error of average E) standard error of the error term Answer: A Diff: 3 Page Ref: 331 AACSB: Analytic Skills Objective: LO 4 46) Assume the regression equation is y=$75 + $25x and we are predicting the weekly grocery expenditures where x=number of family members. How much would a family of 4 spend on groceries per week?

A) $700 B) $400 C) $175 D) $100 E) $425 Answer: C Diff: 1 Page Ref: 332 AACSB: Reflective Thinking Skills Objective: LO 4

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47) The more precise the prediction in a linear relationship, the closer the R-square value will be to: A) 0 B) -1 C) +1 D) infinity E) .01 Answer: C Diff: 3 Page Ref: 332 AACSB: Reflective Thinking Skills Objective: LO 4 48) Which of the following is a form of regression analysis where more than one independent variable is used in the regression equation?

A) regression planes B) additivity C) multiple regression analysis D) independence assumption E) polyvariable analysis Answer: C Diff: 1 Page Ref: 333 AACSB: Analytic Skills Objective: LO 4 49) In multiple regression, ________ is a handy measure of the strength of the overall relationship.

A) adjusted R B) multiple R C) multicollinearity D) VIF E) PVS Answer: B Diff: 2 Page Ref: 334 AACSB: Analytic Skills Objective: LO 4 50) Multiple R is also called the ________.

A) PVS B) MR C) coefficient of determination D) standardized beta coefficient E) p value Answer: C Diff: 2 Page Ref: 334 AACSB: Analytic Skills Objective: LO 4 13 ..

51) Independent variables are normally measured in different units. To determine the relative importance of the beta weights between independent variables, we would use: A) a screening variable B) a trimmed model C) standardized beta coefficients D) betas measured in "like-units" E) p values Answer: C Diff: 2 Page Ref: 335 AACSB: Reflective Thinking Skills Objective: LO 4 52) A ________ is defined as one that is scaled with a categorical 0-versus-1 coding scheme.

A) screening variable B) dummy independent variable C) standardized beta coefficient D) binary independent variable E) p value Answer: B Diff: 3 Page Ref: 335 AACSB: Reflective Thinking Skills Objective: LO 4 53) If you wanted your XL Data Analyst to perform regression analysis, which command sequence would you use?

A) Summarize—Regress B) Relate—Multiple/Linear C) Relate—Regress—Multiple/Linear D) Relate—Regression E) Relate—Polyvariable Prediction Answer: D Diff: 2 Page Ref: 337 AACSB: Use of IT Objective: LO 5 54) If you enter more than one independent variable in XL Data Analyst while performing regression, you are running: A) bivariate regression B) single variable analysis C) multiple regression analysis D) polyvariable regression E) none of the above; you cannot enter more than one independent variable in XL Data Analyst Answer: C Diff: 2 Page Ref: 337 AACSB: Reflective Thinking Skills Objective: LO 5 14 ..

55) Which of the following is NOT one of the items to report when regression is used as a screening device or for understanding?

A) dependent variable B) statistically significant independent variables C) signs of beta coefficients D) standardized beta coefficients for the significant variables E) dummy coded variable Answer: A Diff: 2 Page Ref: 338 AACSB: Communication Abilities Objective: LO 4 56) The term labels implies that the scale is metric, whereas the term levels implies that the scale is categorical.

Answer: FALSE Diff: 2 Page Ref: 315 AACSB: Reflective Thinking Skills Objective: LO 1 57) A relationship is a consistent and systematic linkage between the levels or labels for two variables.

Answer: TRUE Diff: 1 Page Ref: 315 AACSB: Analytic Skills Objective: LO 1 58) When a question has labels, i.e. "yes" or "no" answers, we can say the scale is metric.

Answer: FALSE Diff: 1 Page Ref: 316 AACSB: Reflective Thinking Skills Objective: LO 1 59) The analytical technique that assesses the statistical significance of categorical variable relationships is regression analysis.

Answer: FALSE Diff: 2 Page Ref: 317 AACSB: Reflective Thinking Skills Objective: LO 2 60) The intersection of a row and a column is called a cross-tabulation cell.

Answer: TRUE Diff: 2 Page Ref: 317 AACSB: Reflective Thinking Skills Objective: LO 2

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61) A frequencies table contains the raw counts for the cells based on the complete data set.

Answer: TRUE Diff: 1 Page Ref: 317 AACSB: Reflective Thinking Skills Objective: LO 2 62) A chi-square analysis is the examination of frequencies for two metric variables in a crosstabulation table to determine whether the variables have a significant relationship.

Answer: FALSE Diff: 2 Page Ref: 318 AACSB: Reflective Thinking Skills Objective: LO 2 63) We would use cross-tabulation if we wanted to assess the statistical significance of categorical relationships.

Answer: TRUE Diff: 2 Page Ref: 318 AACSB: Reflective Thinking Skills Objective: LO 2 64) The formula holds that each cross-tabulation cell expected frequency be subtracted from its associated observed frequency, and then that difference be squared to avoid a cancellation effect of minus and plus differences.

Answer: TRUE Diff: 2 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 65) The expected frequencies perfectly embody the null hypothesis for chi-square analysis.

Answer: TRUE Diff: 3 Page Ref: 318 AACSB: Reflective Thinking Skills Objective: LO 2 66) The expected frequencies perfectly embody the alternative hypothesis for chi-square analysis.

Answer: FALSE Diff: 3 Page Ref: 318 AACSB: Reflective Thinking Skills Objective: LO 2 67) Frequencies' tables, part of cross-tabulation, contain raw data.

Answer: TRUE Diff: 1 Page Ref: 317 AACSB: Analytic Skills Objective: LO 2 16 ..

68) Chi-square analysis can determine if there is a significant relationship between two categorical variables.

Answer: TRUE Diff: 3 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 69) Raw counts appearing in a frequency table are used by chi-square analysis as "expected frequencies."

Answer: FALSE Diff: 3 Page Ref: 318 AACSB: Analytic Skills Objective: LO 2 70) Expected frequencies in chi-square analysis are found in the sample; observed frequencies are computed.

Answer: FALSE Diff: 2 Page Ref: 318 AACSB: Reflective Thinking Skills Objective: LO 2 71) A chi-square value is significant when it exceeds 1.96.

Answer: FALSE Diff: 2 Page Ref: 319 AACSB: Analytic Skills Objective: LO 2 72) As with normal distributions, there are numbers that you can memorize that allow you to determine if a chi-square value is significant.

Answer: FALSE Diff: 3 Page Ref: 319 AACSB: Analytic Skills Objective: LO 2 73) The XL Data Analyst performs cross-tabulation analysis and generates row and column percentage tables so that users can see the relationship patterns when they encounter a significant cross-tabulation relationship.

Answer: TRUE Diff: 1 Page Ref: 320 AACSB: Reflective Thinking Skills Objective: LO 5

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74) Relate—Crosstabs allows your XL Data Analyst software to perform a cross-tabulation analysis.

Answer: TRUE Diff: 2 Page Ref: 321 AACSB: Use of IT Objective: LO 5 75) When you run a cross-tabulation analysis, using XL Data Analyst, you must calculate the row and column percentages tables by hand; all else is automatically calculated for you.

Answer: FALSE Diff: 3 Page Ref: 321 AACSB: Use of IT Objective: LO 5 76) Gender is not an appropriate column variable for a cross-tabulation analysis in XL Data Analyst.

Answer: TRUE Diff: 2 Page Ref: 321 AACSB: Use of IT Objective: LO 5 77) Perhaps the most intuitive relationship between two metric variables is a linear relationship, sometimes called a straight-line relationship.

Answer: TRUE Diff: 1 Page Ref: 324 AACSB: Reflective Thinking Skills Objective: LO 3 78) If we determine a precise linear relationship between two variables, then by knowing the value of one variable, we should be able to predict the other variable.

Answer: TRUE Diff: 2 Page Ref: 324 AACSB: Reflective Thinking Skills Objective: LO 3 79) The straight-line formula for a linear relationship is y=a + bx.

Answer: TRUE Diff: 3 Page Ref: 324 AACSB: Analytic Skills Objective: LO 3 80) In a linear relationship formula, the intercept = b.

Answer: FALSE Diff: 3 Page Ref: 324 AACSB: Analytic Skills Objective: LO 3 18 ..

81) In a linear relationship formula, the slope = b.

Answer: TRUE Diff: 3 Page Ref: 324 AACSB: Analytic Skills Objective: LO 3 82) In a linear relationship formula, the variable being predicted is x.

Answer: FALSE Diff: 3 Page Ref: 324 AACSB: Analytic Skills Objective: LO 3 83) A correlation coefficient, an index number constrained to fall between the range of -1.0 and +1.0, communicates both the strength and the direction of association between three or more categorical variables.

Answer: FALSE Diff: 2 Page Ref: 325 AACSB: Reflective Thinking Skills Objective: LO 3 84) Covariation is defined as the amount of change in one variable systematically associated with a change in another variable.

Answer: TRUE Diff: 1 Page Ref: 325 AACSB: Analytic Skills Objective: LO 3 85) A scatter diagram plots data pairs in an x- and y-axis graph.

Answer: TRUE Diff: 1 Page Ref: 325 AACSB: Reflective Thinking Skills Objective: LO 3 86) A scatter diagram that resembles a ball represents a correlation of zero.

Answer: TRUE Diff: 3 Page Ref: 325-326 AACSB: Reflective Thinking Skills Objective: LO 3 87) When it comes to determining the strength of a statistically significant correlation coefficient, there are rules of thumb. For example, .81 to 1.00 is considered "weak."

Answer: FALSE Diff: 3 Page Ref: 328 AACSB: Reflective Thinking Skills Objective: LO 3

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88) The Pearson product moment correlation measures the linear relationship between two metric-scaled variables.

Answer: TRUE Diff: 2 Page Ref: 328 AACSB: Analytic Skills Objective: LO 4 89) The Pearson product moment correlation measures the linear relationship between two categorical-scaled variables.

Answer: FALSE Diff: 2 Page Ref: 328 AACSB: Analytic Skills Objective: LO 4 90) The Pearson product moment correlation has a range between -1.00 and +1.00.

Answer: TRUE Diff: 3 Page Ref: 328 AACSB: Analytic Skills Objective: LO 4 91) The proper command in your XL Data Analyst to perform correlation analysis is Relate— Correlate.

Answer: TRUE Diff: 2 Page Ref: 328 AACSB: Use of IT Objective: LO 5 92) Bivariate regression analysis is a predictive analysis technique in which two variables only are in the predictive model; one is an independent variable and the other a dependent variable.

Answer: TRUE Diff: 2 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 93) In regression, the variable being predicted, x, is known as the dependant variable.

Answer: FALSE Diff: 3 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 94) In regression, the variable being predicted, b, is known as the dependent variable.

Answer: FALSE Diff: 3 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4

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95) The terms dependent and independent are arbitrary designations and are customary to regression analysis.

Answer: TRUE Diff: 3 Page Ref: 330 AACSB: Analytic Skills Objective: LO 4 96) In regression, the line that runs through the points on a scatter diagram is positioned to minimize the vertical distances away from the line of the various points because of the "least squares criterion."

Answer: TRUE Diff: 2 Page Ref: 330 AACSB: Reflective Thinking Skills Objective: LO 4 97) In regression the statistical significance for the intercept and the slope are tested using an F test.

Answer: FALSE Diff: 3 Page Ref: 331 AACSB: Analytic Skills Objective: LO 4 98) The standard error of the estimate is used as a measure of the accuracy of the predictions in regression; it is analogous to the standard error of the mean, used in estimating a population mean from a sample.

Answer: TRUE Diff: 2 Page Ref: 331 AACSB: Analytic Skills Objective: LO 4 99) Regression may be used to make general predictions; for example, there is a relationship between family size and dollar amount spent on groceries. But regression cannot be used to predict a dollar amount of groceries that families of different sizes would purchase.

Answer: FALSE Diff: 1 Page Ref: 332 AACSB: Reflective Thinking Skills Objective: LO 4 100) The treatment of each independent variable in this manner conforms to the straightline assumptions of multiple regression analysis. This is sometimes known as additivity, because each new independent variable is added on to the regression equation.

Answer: TRUE Diff: 3 Page Ref: 333 AACSB: Analytic Skills Objective: LO 4

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101) Multiple regression, a form of bivariate regression where more than one independent variable, is in the regression equation.

Answer: TRUE Diff: 1 Page Ref: 334 AACSB: Analytic Skills Objective: LO 4 102) In multiple regression, the multiple R, also called the coefficient of determination, ranges from 0 to +1.00. It represents the amount of the dependent variable "explained" by the combined independent variables.

Answer: TRUE Diff: 3 Page Ref: 334 AACSB: Analytic Skills Objective: LO 4 103) In multiple regression, the multiple R is like a lead indicator. Researchers often convert it into a percent to indicate what percent of the dependent variable is explained by the multiple regression.

Answer: TRUE Diff: 3 Page Ref: 334 AACSB: Analytic Skills Objective: LO 4 104) A dummy independent variable is defined as one that is scaled with a categorical 0-versus-1 coding scheme.

Answer: TRUE Diff: 3 Page Ref: 335 AACSB: Analytic Skills Objective: LO 5 105) Multiple regression is used only for purposes of prediction.

Answer: FALSE Diff: 2 Page Ref: 335 AACSB: Analytic Skills Objective: LO 4 106) In multiple regression, interpreting the regression results is complicated because the different independent variables are scaled differently. The answer is to standardize the beta coefficients.

Answer: TRUE Diff: 3 Page Ref: 335 AACSB: Reflective Thinking Skills Objective: LO 4

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107) You may perform regression analysis, using your XL Data Analyst by the command: Relate—Regression.

Answer: TRUE Diff: 3 Page Ref: 336 AACSB: Use of IT Objective: LO 6

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Basic Marketing Research, 3e (Burns) Chapter 15 Preparing and Presenting Your Research Report 1) A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making is known as: A) the marketing research report B) the body report C) the advancement report D) the title fly page E) the decision rule Answer: A Diff: 1 Page Ref: 346 AACSB: Reflective Thinking Skills Objective: LO 1 2) Which is true regarding the importance placed on the marketing research report?

A) The report is the product that represents the efforts of the research team.

B) The report communicates the research project and findings to the client.

C) The report helps build credibility.

D) The report may be the only part of the project seen by the client.

E) all of the above are reasons why the report is important Answer: E Diff: 1 Page Ref: 346 AACSB: Reflective Thinking Skills Objective: LO 1 3) It is often very helpful when preparing the research report to: A) use #2 pencil B) assume the role of the reader and ask: "What's in it for me?"

C) follow a previously-written report carefully D) consult frequently with client employees E) none of the above Answer: B Diff: 1 Page Ref: 347 AACSB: Analytic Skills Objective: LO 2

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4) What is the name of the online report writing tool that Burke, Inc. provides its clients?

A) Digital Dashboard B) ORW C) iReport Writer D) Burke Online Writer E) Digital Writer Answer: A Diff: 2 Page Ref: 347 AACSB: Analytic Skills Objective: LO 1 5) What is the name of the online report writing tool that your textbook authors have provided for you?

A) Digital Dashboard B) ORW C) iReport Writer Assistant D) Burke Online Writer E) Digital Writer Answer: C Diff: 2 Page Ref: 347 AACSB: Analytic Skills Objective: LO 2 6) The written research report can be grouped into three sections, which are: A) body, introduction, ending B) introduction, body, end matter C) front matter, body, end matter D) fore matter, middle matter, end matter E) none of the above Answer: C Diff: 1 Page Ref: 347 AACSB: Analytic Skills Objective: LO 3 7) Which of the following is NOT part of the front matter?

A) title page B) introduction C) table of contents D) abstract/executive summary E) list of illustrations Answer: B Diff: 2 Page Ref: 347 AACSB: Analytic Skills Objective: LO 3

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8) Which one of the following is not on the title page?

A) the title B) the organization/person(s) for whom the report has been prepared C) the organization/person(s) who prepared the report D) the date E) none of the above; they are all included on the title page Answer: E Diff: 1 Page Ref: 347 - 348 AACSB: Analytic Skills Objective: LO 3 9) Which of the following is NOT listed by your text as being included in iReport Writer Assistant?

A) An extensive bibliography B) Writing process Powerpoints C) Templates to help get you started D) Help with grammar and citations E) An example report Answer: A Diff: 2 Page Ref: 348 AACSB: Analytic Skills Objective: LO 2 10) Which of the following is NOT true about the title Page?

A) The title should be as informative as possible.

B) The title should be centered and in all caps.

C) Items other than the title should be centered and in all caps.

D) It should be counted as Page i but no number should be shown on the page.

E) Individuals' designations or titles should be shown if appropriate.

Answer: C Diff: 2 Page Ref: 347 AACSB: Reflective Thinking Skills Objective: LO 3 11) The ________ is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not.

A) letter of transmittal B) letter of certification C) signed research proposal D) letter of authorization E) memo of certification Answer: D Diff: 2 Page Ref: 348 AACSB: Analytic Skills Objective: LO 3

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12) The memo of transmittal is used A) to deliver the document B) to deliver the document to a client outside the firm C) to deliver the document within the firm D) only when the document is transmitted electronically E) only when the document is displayed publicly Answer: C Diff: 2 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 13) The letter of transmittal is used: A) to deliver the document B) to deliver the document to a client outside the firm C) to deliver the document within the firm D) only when the document is transmitted electronically E) only when the document is displayed publicly Answer: B Diff: 2 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 14) Which of the following is NOT true of the letter/memo of transmittal?

A) It may include a brief identification of the nature of the research.

B) A review of the conditions of the authorization to do the researcher might be included e research if no letter of authorization is included.

C) Comments on findings, suggestions for further research, and an expression of interest in the project and further research might appear in the letter/memo.

D) It should end with an expression of appreciation for the assignment, acknowledgment of assistance from others, and suggestions for follow-up.

E) Personal observations, unsupported by the data, are inappropriate.

Answer: E Diff: 2 Page Ref: 349 AACSB: Reflective Thinking Skills Objective: LO 3 15) Which of the following helps the reader locate information in the research report?

A) letter of transmittal B) executive summary C) table of contents D) introduction E) auto search function tab Answer: C Diff: 1 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 4 ..

16) Which of the following is acceptable in a marketing research report's table of contents?

A) letter of authorization numbered with Arabic numerals B) introduction pages are not numbered C) executive summary listed with Arabic numerals D) title page not listed E) subheadings are not indented Answer: D Diff: 3 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 17) An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as a: A) list of illustrations B) table of contents C) list of tables D) list of formulas E) list of graphed data Answer: A Diff: 1 Page Ref: 350 AACSB: Analytic Skills Objective: LO 3 18) ________ are words or numbers that are arranged in rows and columns.

A) Figures B) Graphs C) Tables D) Charts E) Pictures Answer: C Diff: 2 Page Ref: 350 AACSB: Analytic Skills Objective: LO 3 19) A graph is considered one of which of the following?

A) illustrations B) figures C) tables D) pictures E) content Answer: B Diff: 2 Page Ref: 350 AACSB: Analytic Skills Objective: LO 3

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20) ________ provide(s) an overview or "skeleton" of the research report, including conclusions and recommendations.

A) The table of contents B) The title page C) The executive summary D) The synopsis E) Skeleton results Answer: C Diff: 1 Page Ref: 351 AACSB: Reflective Thinking Skills Objective: LO 3 21) Which of the following is NOT contained in the body of the report?

A) executive summary B) introduction C) results D) methodology E) conclusions Answer: A Diff: 2 Page Ref: 352 AACSB: Analytic Skills Objective: LO 3 22) Which of the following is included in the introduction?

A) title B) executive summary C) general purpose as well as the specific objectives D) memo of certification E) all of the above are included in the introduction Answer: C Diff: 2 Page Ref: 352 AACSB: Analytic Skills Objective: LO 3 23) Reporting the details as to how the research was conducted is contained in the: A) method section B) conduct of research section C) appendix D) body E) certification section Answer: A Diff: 1 Page Ref: 352 AACSB: Analytic Skills Objective: LO 3

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24) The list of specific ________ often serves as a good framework for organizing the results section of the report.

A) method sections B) illustrations C) appendices D) research objectives E) purposes Answer: D Diff: 2 Page Ref: 352 AACSB: Analytic Skills Objective: LO 3 25) The ________ section is the most important and most detailed portion of the report.

A) method B) limitations C) conclusions D) findings E) recommendations Answer: D Diff: 2 Page Ref: 352 AACSB: Analytic Skills Objective: LO 3 26) The ________ section is an honest accounting of major aspects of the research that constrain or temper the findings and conclusions.

A) method B) limitations C) conclusions D) findings E) recommendations Answer: B Diff: 1 Page Ref: 353 AACSB: Analytic Skills Objective: LO 3 27) Which section of the marketing research report presents the findings of the research, organized around the objectives of the study?

A) body B) results C) conclusions D) recommendations E) none of the above Answer: B Diff: 2 Page Ref: 353 AACSB: Analytic Skills Objective: LO 3 7 ..

28) Limitations: A) should be acknowledged in the appendix B) should be acknowledged; a statement should be made as to how they impact the results C) should not be acknowledged as they take credibility away from the findings D) should be included in the conclusions section of the report, if at all E) should be totally omitted from a written report Answer: B Diff: 1 Page Ref: 353 AACSB: Reflective Thinking Skills Objective: LO 3 29) Research is conducted to determine which type of car is most preferred. The sports car has the highest preference ratings among the five cars that were test-driven. This is: A) a recommendation B) a conclusion C) information that should be included in the front matter D) a fact that must be substantiated in an oral report E) a fact that should only be included in an oral report Answer: B Diff: 3 Page Ref: 353 AACSB: Reflective Thinking Skills Objective: LO 3 30) Research is conducted to determine which type of car is most preferred. The sports car has the highest preference ratings among the five cars that were test-driven. The report states that more sports cars should be manufactured than any other type of car. This last sentence is: A) a recommendation B) a conclusion C) information that should be included in the front matter D) a fact that should only be included in an oral report E) a fact that must be substantiated in an oral report Answer: A Diff: 3 Page Ref: 353 AACSB: Reflective Thinking Skills Objective: LO 3 31) In a marketing research report, recommendations should: A) always be included B) never be included C) be included if agreed upon by the researcher/client D) be carefully edited E) only be included in the oral report Answer: C Diff: 3 Page Ref: 353 AACSB: Reflective Thinking Skills Objective: LO 3 8 ..

32) Recommendations in a marketing research report amount to: A) suggestions on how to proceed, based upon the conclusions B) guidelines on how to proceed, based upon the conclusions C) suggestions on how to proceed, based upon the limitations D) guidelines on how to proceed, based upon the limitations E) viewing the future and should always be avoided Answer: A Diff: 2 Page Ref: 353 AACSB: Analytic Skills Objective: LO 3 33) If appropriate, materials, such as data collection forms or actual computer printouts, should be included in the: A) printout section of the report B) Table of Computer Printouts C) Appendix D) fore matter section of the report E) none of the above; computer printouts should never be included in the report given to a client Answer: C Diff: 1 Page Ref: 353 AACSB: Analytic Skills Objective: LO 3 34) (Choose the best answer.) Appendices should: A) be labeled with a letter B) be labeled with a title C) be included in the Table of Contents D) be labeled with a letter and a title E) be labeled with a letter and a title and included in the Table of Contents Answer: E Diff: 2 Page Ref: 353 AACSB: Reflective Thinking Skills Objective: LO 3 35) Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as: A) headings and subheadings B) table of contents C) tables D) visuals E) road signs Answer: A Diff: 1 Page Ref: 354 AACSB: Analytic Skills Objective: LO 5

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36) ________ should be indicated by a new heading.

A) A new topic B) Several subheadings C) A question for the researcher D) Information unknown to the client E) A new visual Answer: A Diff: 1 Page Ref: 354 AACSB: Analytic Skills Objective: LO 5 37) All information under a heading should relate to the heading, but: A) if the report is written in first person, this is not necessarily so B) fewer than 10 headings is preferred in marketing research studies C) subheadings may divide information into segments D) new headings should not be created just because there is a new topic E) none of the above are true Answer: C Diff: 2 Page Ref: 354 AACSB: Reflective Thinking Skills Objective: LO 5 38) A ________ translates numbers into graphical displays so that findings can be comprehended visually.

A) figure B) column C) table D) row E) cell Answer: A Diff: 1 Page Ref: 354 AACSB: Analytic Skills Objective: LO 6 39) Which of the following was NOT listed in your text as a visual that translates numbers into graphical displays so that findings can be comprehended visually?

A) table B) pie chart C) bar chart D) figures E) graph Answer: A Diff: 2 Page Ref: 354 AACSB: Analytic Skills Objective: LO 6

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40) Which of the following was NOT discussed by your authors as stylistic devices or "tips" to consider when writing the research report?

A) prepare the appendix in a smaller font than that used for the report B) begin paragraphs with topic sentences which state the main idea of the paragraph C) use jargon sparingly D) proofread aloud E) use strong verbs Answer: A Diff: 1 Page Ref: 354 - 355 AACSB: Reflective Thinking Skills Objective: LO 4 41) Which of the following was listed in the discussion on stylistic devices as something you should use sparingly?

A) action words B) active voice C) short paragraphs D) white space E) jargon Answer: E Diff: 2 Page Ref: 354 - 355 AACSB: Analytic Skills Objective: LO 4 42) Your authors provide some guidance on developing logical paragraphs. Which of the following is one of their recommendations?

A) The first sentences should include a topic sentence that identifies the main idea of the paragraph.

B) The body of the paragraph provides more information on the topic.

C) Paragraphs should have a closing sentence that signals the end of the topic and indicates where the reader is now headed.

D) As a rule keep paragraphs short.

E) all of the above were recommended by your authors Answer: E Diff: 2 Page Ref: 355 AACSB: Analytic Skills Objective: LO 4

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43) Tables: A) identify exact values B) show locations C) show visual details D) are line graphs E) are photos of charts Answer: A Diff: 1 Page Ref: 356 AACSB: Analytic Skills Objective: LO 6 44) Which of the following was listed as an effective table guideline?

A) Use no or only one decimal place (12% or 12.2%) unless more are called for by convention ($12.23).

B) Place items you want the reader to compare in the same column, not the same row.

C) If you have many rows, darken alternate entries or double-space after every five entries to assist the reader to accurately line up items.

D) Total columns and rows when appropriate (100%).

E) Avoid totaling columns as this extra information can be confusing.

Answer: E Diff: 2 Page Ref: 356 AACSB: Reflective Thinking Skills Objective: LO 6 45) Pie charts are particularly useful for illustrating: A) relative size or static comparisons B) items over time C) relationships found in the data D) ratio-scaled data E) flow of topics Answer: A Diff: 2 Page Ref: 356 AACSB: Reflective Thinking Skills Objective: LO 6 46) Which command would you use to prepare a pie chart?

A) XL Data Analyst—Pie B) XL Data Analyst—Chart—Pie C) XL Data Analyst—Graphs D) XL Data Analyst—Pie—Slice—Chart E) none of the above; you use Excel's Chart Wizard Answer: E Diff: 2 Page Ref: 358 AACSB: Use of IT Objective: LO 7

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47) Which of the following was NOT listed as a step in making an enhanced pie chart with Excel?

A) Make the pie slices look much better.

B) Format the plot area.

C) Consider using a picture file to personalize your graph.

D) Enhance the chart title, legend, and plot area.

E) Avoid re-using the template since you will need to produce specific charts for specific objectives.

Answer: E Diff: 2 Page Ref: 358 - 359 AACSB: Use of IT Objective: LO 7 48) To make sure that you have objectively and ethically prepared your visuals, you should: A) double and triple check your visuals B) exercise caution using three-dimensional figures C) make sure all parts of the scale are presented D) all of the above E) none of the above Answer: D Diff: 1 Page Ref: 357 AACSB: Ethics Objective: LO 8 49) If you are asked to orally present the conclusions of a research project, you would: A) practice your presentation B) identify and analyze your audience C) determine the key points D) make sure visuals portray key points E) all of the above Answer: E Diff: 1 Page Ref: 361 - 362 AACSB: Reflective Thinking Skills Objective: LO 9 50) Which of the following is NOT true of the oral presentation of the marketing research?

A) The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

B) The presentation may be accomplished through a simple briefing with the client.

C) The presentation may be a formal presentation to several people.

D) The oral presentation should take place in a face-to-face situation.

E) The oral presentation ensures that everyone hears the same thing.

Answer: D Diff: 2 Page Ref: 361 AACSB: Reflective Thinking Skills Objective: LO 9 13 ..

51) All of your outstanding data and significant findings and recommendations are meaningless if you cannot communicate them in such a way that the client knows what you have said, understands your meaning, and responds appropriately.

Answer: TRUE Diff: 1 Page Ref: 346 AACSB: Reflective Thinking Skills Objective: LO 1 52) 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.

Answer: TRUE Diff: 1 Page Ref: 346 AACSB: Reflective Thinking Skills Objective: LO 1 53) iReport Writer Assistant is the name of the online reporting tool that Burke Inc. provides to its clients.

Answer: FALSE Diff: 2 Page Ref: 346 AACSB: Reflective Thinking Skills Objective: LO 1 54) The tool iReportWriter Assistant provides an overall discussion of the research report from the prewriting step through the research step, and finally to the revision step.

Answer: TRUE Diff: 2 Page Ref: 348 AACSB: Reflective Thinking Skills Objective: LO 2 55) Research reports are grouped into three major sections: title, letter of transmittal, results and ending.

Answer: FALSE Diff: 2 Page Ref: 347 AACSB: Analytic Skills Objective: LO 3 56) The title should be very brief; it does not need to communicate what the report is about; the reader will have the full report to accomplish this goal. Rather, titles serve to identify one report from another.

Answer: FALSE Diff: 2 Page Ref: 348 AACSB: Reflective Thinking Skills Objective: LO 3

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57) Because it establishes the contractual relationship between the user and supplier firm, the letter of authorization should always be included in the report, immediately following the table of contents. It is NOT optional.

Answer: FALSE Diff: 2 Page Ref: 348 AACSB: Analytic Skills Objective: LO 3 58) A memo of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

Answer: FALSE Diff: 2 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 59) A memo of transmittal is used to release or deliver the document to an organization for which you are a regular employee.

Answer: TRUE Diff: 2 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 60) On the table of contents, pages contained in the front matter section of the report should be numbered with lowercase Roman numerals.

Answer: TRUE Diff: 3 Page Ref: 349 AACSB: Analytic Skills Objective: LO 3 61) Figures are words or numbers that are arranged in rows and columns; tables are graphs, charts, maps, pictures, and the like.

Answer: FALSE Diff: 2 Page Ref: 350 AACSB: Analytic Skills Objective: LO 3 62) The body of the report consists of the following: introduction, research objectives, methodology, results, limitations, and conclusions and recommendations.

Answer: TRUE Diff: 2 Page Ref: 352 AACSB: Analytic Skills Objective: LO 3

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63) The listing of specific research objectives often serves as a good framework for organizing the results section of the report.

Answer: TRUE Diff: 1 Page Ref: 352 AACSB: Reflective Thinking Skills Objective: LO 3 64) The findings section is the most important and most detailed portion of the report.

Answer: TRUE Diff: 2 Page Ref: 352 AACSB: Reflective Thinking Skills Objective: LO 3 65) Recommendations are the deductions and inferences that have come about based on the research findings.

Answer: TRUE Diff: 2 Page Ref: 353 AACSB: Analytic Skills Objective: LO 3 66) Since conclusions suggest how to proceed in the future, based upon the research findings, some client input is advised. The researcher may not be totally aware of resources needed to proceed.

Answer: FALSE Diff: 2 Page Ref: 353 AACSB: Reflective Thinking Skills Objective: LO 3 67) Appendixes, if used at all, are normally placed at the end of the report.

Answer: TRUE Diff: 1 Page Ref: 353 AACSB: Analytic Skills Objective: LO 3 68) In a long report, it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

Answer: TRUE Diff: 1 Page Ref: 354 AACSB: Reflective Thinking Skills Objective: LO 5 69) You should choose the kind of heading that fits your purpose—single word, phrase, sentence, question—and consistently use that form throughout the report.

Answer: TRUE Diff: 2 Page Ref: 354 AACSB: Reflective Thinking Skills Objective: LO 5 16 ..

70) Some key suggestions on writing style include: begin paragraphs with topic sentences that state the main idea, use strong verbs, use active voice, and avoid unnecessary changes in tense.

Answer: TRUE Diff: 1 Page Ref: 355 AACSB: Analytic Skills Objective: LO 4 71) The lines immediately before and immediately after white space (the beginning and the end of a paragraph) are points of emphasis.

Answer: TRUE Diff: 2 Page Ref: 355 AACSB: Reflective Thinking Skills Objective: LO 4 72) The sentence "The marketing research was conducted by Judith" uses active voice.

Answer: FALSE Diff: 2 Page Ref: 355 AACSB: Analytic Skills Objective: LO 4 73) In a table, it is wise to report survey data as accurately as possible; using three to four decimal places is desirable.

Answer: FALSE Diff: 3 Page Ref: 356 AACSB: Analytic Skills Objective: LO 6 74) Pie charts, which are circles divided into sections, are useful for illustrating relative size or static comparisons.

Answer: TRUE Diff: 1 Page Ref: 356 AACSB: Analytic Skills Objective: LO 6 75) XL Data Analyst and Excel allow you to prepare pie charts.

Answer: TRUE Diff: 2 Page Ref: 358 AACSB: Use of IT Objective: LO 7 76) In Excel, in order to change a bar chart's appearance, use "Chart Tools Design-Change Chart Type."

Answer: TRUE Diff: 2 Page Ref: 360 AACSB: Use of IT Objective: LO 7 17 ..

77) Misrepresenting information using visuals is always intentional.

Answer: FALSE Diff: 1 Page Ref: 357 AACSB: Ethics Objective: LO 8 78) Three-dimensional figures may distort the data by multiplying the value by the width and the height.

Answer: TRUE Diff: 3 Page Ref: 357 AACSB: Reflective Thinking Skills Objective: LO 8 79) Jerry W. Thomas, CEO of Decision Analyst, says that research reports should "be presented orally to all key people in the same room at the same time."

Answer: TRUE Diff: 3 Page Ref: 361 AACSB: Reflective Thinking Skills Objective: LO 9 80) One of the steps for an oral presentation is to identify and analyze your audience.

Answer: TRUE Diff: 1 Page Ref: 362 AACSB: Analytic Skills Objective: LO 9

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