Marketing Research Review PDF

1. Research undertaken to help solve specific marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception Answer: A 2. If an outside agency was brought in to conduct work f...

1. Research undertaken to help solve specific marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception Answer: A 2. If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct? A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) doing fieldwork or collecting data Answer: E 3. The problem audit involves discussions with the decision maker on all of the following issues EXCEPT: A) the history of the problem B) the criteria that will be used to evaluate the alternative courses of action C) the information that is needed to answer the decision maker's questions D) the alternative courses of action available to the decision maker E) the national culture as it's related to a country's trade barriers Answer: E 4. Which of the following is NOT an issue that would be addressed in a management decision problem? A) Should the advertising campaign be changed? B) Should the price of the product be changed? C) Determine the impact on sales and profits of various levels of price changes. D) What can a company do to expand its share of its product category? E) B and C Answer: C 5. Which statement is not true about research design? A) Research design is a framework for conducting the marketing research marketing research project. B) Research design specifies the measurement and scaling procedures. C) Research design is undertaken before developing the approach to the problem. D) Research design is undertaken after the marketing research problem is defined. Answer: C 6. Which of the following is a characteristic of descriptive research designs? A) flexible B) marked by the prior formulation of specific hypothesis C) versatile 1 D) often the front end of total research E) supporting Answer: B 7. Which of the following types of general surveys measure the same group of respondents overtime but not necessarily on the same variables? A) periodic surveys B) panel surveys C) shared surveys D) parallel surveys E) regular surveys Answer: B 8. Which of the following are described as loosely structured conversations with individuals drawn from the target audience? A) experiments B) quantitative surveys C) panels D) conversation interviews E) depth interviews Answer: E 9. The advantages of using in-home interviewing to collect research data include all of the following EXCEPT: A) good for physical stimuli. B) least expensive. C) good sample control. D) large quantity of data can be collected. E) complex questions can be asked. Answer: B 10. The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________. A) projection B) observation C) description D) exploration E) micro-pattern research Answer: B 11. A scale for measuring attitudes that consist of a single adjective in the middle of an even-numbered range of values is called a ________. 2 A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) mid-range scale Answer: C 12. Which of the following is the last step in the questionnaire design process? A) arrange the questions in proper order B) eliminate bugs by pretesting C) identify the form and layout D) reproduce the questionnaire E) present the results to the client Answer: B 13. What is the definition of marketing research? A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem B) The process of designing experiments that provides decision makers with causal information C) The process of analyzing existing information so decision makers can make better decisions D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem Answer: D 14. The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research B) Defining the problem C) Establishing the research objectives D) Determining methods of accessing data Answer: B 15. Tasks involved in defining the research problem include: A) Discussions with decision makers B) Qualitative research C) Both A and B D) Neither A nor B Answer: C 16. Marketing research problem A) Asks what the decision maker needs to do B) Focuses on the underlying causes C) Focuses on symptoms D) Action oriented 3 Answer: B 17. An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called a(n) ________ A) analytical model B) theory C) hypothesis D) objective E) broad-based research Answer: A 18. An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________ A) theory B) hypothesis C) model D) experiment E) relationship Answer: B 19. Who will develop the marketing research proposal: A) Marketing researcher B) The users of research findings C) The buyers of a piece of marketing research D) Both A and B E) Neither A nor B Answer: A 20. Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called ________ A) conclusive research B) subjective research C) exploratory research D) observational research E) supporting research Answer: A 21. The manipulation of one or more independent variables is a characteristic of which of the following types of research designs? A) exploratory research B) descriptive research 4 C) causal research D) objective research E) conditional research Answer: C 22. ________ is data originated by the researcher for the specific purpose of addressing the research problem A) Primary data B) Secondary data C) Experimental data D) Virtual data E) Problem-focused data Answer A 23. ________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview A) A direct approach B) An indirect approach C) A panel D) A survey E) An informed approach Answer A 24. An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the________ A) motivation elicitation B) quantitative technique C) survey technique D) evaluation technique E) projective technique Answer E 25. Which of the following is NOT recognized as a classification for the various methods of collecting survey data? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview C 5 26. An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________ A) personal observation B) virtual observation C) perceptual observation D) mechanical observation E) device recording D 27. A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________ A) Likert scale B) Semantic differential scale C) Stapel scale D) Opinion rating scale E) Penta scales A 28. Which of the following is the first step in the questionnaire design process? A) segment the customer base B) specify the type of interviewing method C) determine the content of individual questions D) decide on the question structure E) specify the information needed E 29. A single question that attempts to cover two issues is called a________ A) filtered question B) double-barreled question C) random question D) coefficient question E) two-issue query B 30. Examples of nonprobability sampling includes all of the following EXCEPT: A) interviewing people at street corners B) interviewing people in retail stores C) interviewing people in malls 6 D) all of the above selections are examples of nonprobability sampling E) A and B D 31. According to the text, which of the following is the first step in the sampling design process? A) count your resources available B) determine the sampling frame C) select sampling technique(s) D) determine the sample size E) define the population E 32. ________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements. A) nonprobability sampling B) probability sampling C) simple random sampling D) systematic sampling E) umpire sampling A 33. A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called________ A) simple random sampling B) systematic sampling C) cluster sampling D) snowball sampling E) succession sampling B 34. In sampling, a(n) ________ is the object or person about which or from which the information is desired A) element B) incident C) hypothesis D) census E) information unit A 35. Which of the following is NOT a weakness of simple random sampling? A) difficult to construct sampling frame 7 B) expensive C) lower precision producing samples with large standard errors D) no assurance of representativeness E) not easily understood E 36. A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called ________ A) probability sampling B) nonprobability sampling C) quota sampling D) snowball sampling E) window sampling A 37. A book containing coding instructions and the necessary information about variables in the data set is called a(n) ________ A) editing book B) codebook C) sampling record D) questionnaire E) checking book B 38. In the marketing research process, data preparation and analysis comes immediately after ________ and before ________ A) problem definition; research design B) research design; fieldwork C) fieldwork; research design D) fieldwork; report preparation and presentation E) problem definition; report preparation D 39. All of the following are mentioned in the textbook as elements related to the fieldwork process EXCEPT: A) the selection of field workers B) the validation of fieldwork C) the evaluation of field workers D) the training and supervision of field workers E) all of the mentioned elements are related to the fieldwork process 8 E 40. Which of the following individuals is NOT recognized as a field worker? A) an interviewer intercepting shoppers in a mall B) an observer counting customers in a particular section of a store C) a telephone interviewer calling from a central location D) a project director conducting a pretest on a questionnaire recently designed E) a worker mailing questionnaires from an office D 41. According to the textbook, the data preparation process begins with ________ A) validating the questionnaires B) evaluating the interviewers C) pretesting the questionnaire D) transcribing data E) checking the questionnaires for completeness E 42. A researcher should implement all of the following steps when selecting field workers EXCEPT: A) develop job specification for the project B) decide what characteristics the field workers should have C) recruit appropriate individuals D) all of the mentioned steps should be followed when selecting field workers E) A and B D 43. Which of the following is NOT recognized as a phase of the interviewing process? A) asking the questions B) making the initial contact C) validating the interview D) recording the answers E) probing C 44. Which of the following is NOT an alternative for the treatment of unsatisfactory responses? A) return the questionnaire to the field to get better data B) assign missing values C) discard unsatisfactory respondents D) delete the question from the survey 9 E) C and D D 45. According to the text, every table should have a ________ and ________ A) number; a title B) summary; a footnote C) title; a summary D) footnote; a title E) header; footer A 46. ________ is the last step in the marketing research project A) Data collection B) Questionnaire coding C) Data analysis D) Research design E) Report preparation and presentation E 47. The first step in the report preparation and presentation process is ________ A) data analysis B) problem definition C) recommendations D) research follow-up E) interpretations, conclusions, and recommendations B 48. A round chart divided into sections is called a ________ A) histogram B) line chart C) pictograph D) pie chart E) round graph D 49. The client writes a ________ to the researcher before work on the project begins A) letter of estimation B) letter of invoice C) letter of transmittal 10 D) letter of recommendation E) letter of authorization E 50. The ________ is an extremely important part of the report, as this is often the only portion of the report that executives read A) executive summary B) problem definition section C) research design section D) conclusions and recommendations section E) the invoice statement A 51. The last step in the report preparation and presentation process is________ A) problem definition B) data analysis C) recommendations D) research follow-up E) reading of the report by the client D 52. Which of the following is NOT a suggestion to follow when writing a marketing research report? A) Objectivity should guide report writing B) The report should be easy to follow C) Technical jargon should be used D) Reinforce key information in the text with tables, graphs, and pictures E) Several revisions of the report may be needed before the final document emerges C 53. According to the textbook, ________ research is typically used to assess the environment and diagnose problems. A) problem-solving B) problem-manipulation C) problem-identification D) problem-correction E) problem exception Answer: C 54. ________ is a comprehensive examination of a marketing problem to understand its origin and nature. A) Problem definition B) Problem correction 11 C) Hypotheses generation D) Research directive E) Problem audit Answer: E 55. Interviews with industry experts-individuals knowledgeable about the firm and the industry-may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts? A) These experts may be found both inside and outside the firm. B) Typically, expert information is obtained by unstructured personal interviews without administering a formal questionnaire. C) It is helpful to prepare a list of topics to be covered during the interview. D) All of the above are true. Answer: D 56. An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called ________. A) quantitative research B) qualitative research C) descriptive research D) causal research E) secondary data Answer: B 57. Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why? A) conclusive research B) exploratory research C) descriptive research D) causal research E) expeditionary research Answer: B 58. ________ is based on the assumption that the researcher has an accurate understanding of the problem at hand. A) Exploratory research B) Conclusive research C) Subjective research D) Observational research E) Directed research Answer: B 59. According to the textbook, a basic rule of research is to " ________." A) examine primary data first B) examine secondary data first C) examine experimental data first D) examine virtual data first 12 E) examine special data first Answer: B 60. In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total Answer: C 61. Which of the following is NOT recognized as a classification for the various methods of collecting survey data? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview Answer: C 62. In marketing research, ordinal scales are used for all of the following purposes EXCEPT: A) preference rankings. B) market shares. C) market position. D) social class. E) B and C Answer: B 63. Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric? A) rank order scaling B) constant sum scaling C) paired comparison scaling D) semantic differential scaling E) zero scaling Answer: B 64. A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) extreme scaling Answer: C 13 65. Initial questions in questionnaires that screen potential respondents to ensure they meet therequirements of the sample are called ________. A) double-barreled questions B) filter questions C) random questions D) coefficient questions E) requirement questions Answer: B 66. The aggregate of all elements, sharing some common set of characteristics, which comprise the universe for the purpose of the marketing research problem, is called the ________. A) sample B) inference C) hypothesis D) population E) element aggregate Answer: D 67. The target population should be defined in terms of all of the following EXCEPT: A) elements. B) cost. C) sampling units. D) time frame. E) extent. Answer: B 68. After the oral presentation, the researcher should ________. A) help the client understand the findings B) help the client implement the findings C) evaluate the entire marketing research project D) A and B E) A, B, and C Answer: E 69. A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called ________. A) probing B) sampling C) factoring D) recording E) selecting Answer: A 70. Assigning missing values to unsatisfactory responses may be desirable in all of the following situations EXCEPT: A) if the number of responses is small. 14 B) if the proportion of unsatisfactory responses for each of these respondents is small. C) if the variables with unsatisfactory responses are not key variables. D) A and C E) All of the mentioned situations (A, B and C) qualify for the assignment of missing values when unsatisfactory responses are discovered on a questionnaire. Answer: E 15 1. The first step in the fieldwork process is ________. A) the selection of field workers B) the training of field workers C) the supervision of field workers D) the evaluation of field workers E) the validation of fieldwork 2. All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT: A) the selection of field workers. B) the validation of fieldwork. C) the evaluation of field workers. D) the training and supervision of field workers. E) All of the mentioned elements are related to the fieldwork process. 3. An important aspect of supervision is ________, which attempts to ensure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility. A) questionnaire design B) sequential coding C) sampling control D) pretesting E) insurance 4. Which of the following is NOT recognized as a phase of the interviewing process? A) validating the interview B) making the initial contact C) asking the questions D) recording the answers E) probing 5. ________ of fieldwork means verifying that field workers are submitting authentic interviews. A) Verification B) Validation C) Pretesting D) Coding E) Selection 6. A review of the questionnaires with the objective of increasing accuracy and precision is called ______. A) editing B) coding C) validating D) pretesting E) transcribing 7. Which of the following is the last stage of the data preparation process? A) questionnaire checking B) coding 16 C) data cleaning D) transcribing E) selecting a data analysis strategy 8. Which of the following is NOT an alternative for the treatment of unsatisfactory responses? A) return the questionnaire to the field to get better data B) assign missing values C) discard unsatisfactory respondents D) delete the question from the survey E) C and D 9. Which of the following is NOT an option available for the treatment of missing responses? A) substitute a neutral value B) casewise deletion C) modify the questionnaire D) pairwise deletion E) A and C 10. A book containing coding instructions and the necessary information about variables in the data set is called a(n) ________. A) editing book B) sampling record C) codebook D) questionnaire E) checking book 11. Which of the following is NOT a statistic that is associated with the measures of location of frequency distribution? A) mean B) mode C) median D) maxima E) C and D 12. A frequency distribution for a variable produces ________. A) a table of frequency counts B) percentages C) cumulative percentages D) A and B E) A, B, and C 13. According to the text, which of the following represents the highest peak of the distribution? A) mode B) mean C) median D) maxima 17 E) crest 14. Which of the following often follows a well-known distribution, such as the normal, t, or chi-square distribution? A) test statistic B) level of significance C) critical value D) z-test E) incidence of difference 15. The most common measures of variability are the ________ and ________. A) median; range B) variance; mean C) mean; median D) range; variance E) difference; trend line 16. ________ is a statistical technique for examining the differences among means for two or more populations. A) Paired samples t-test B) Factor analysis C) Distribution of variance D) Analysis of variance E) Discriminant analysis 17. Examples of hypotheses related to paired samples include all of the following EXCEPT: A) Shoppers consider brand name to be more important than price while purchasing fashion clothing. B) Households spend more money on pizza than they do on hamburgers. C) The proportion of households who subscribe to a daily newspaper exceeds the proportion subscribing to magazines. D) The new service plan will be preferred by at least 70 percent of the customers. E) The proportion of a bank's customers who have a checking account exceeds the proportion who have a savings account. 18. Regression analysis of an independent and dependent variable can be used in all of the following ways EXCEPT: A) determining whether a relationship exists. B) assessing the strength of relationship. C) determining the structure or form of the relationship. D) predicting values of the dependent variable. E) determining causality. 19. A procedure for deriving a mathematical relationship, in the form of an equation, between a single metric dependent variable and a single metric independent variable is called ________. A) univariate regression B) bivariate regression C) multivariate regression D) parallel regression E) pairwise regression 18 20. All of the following are terms used in regression analysis that arise from the mathematical relationship between the variables EXCEPT: A) dependent variables. B) criterion variable. C) predictor variables. D) standard variables. E) independent variables. 1) A 6) A 11) D 16) D 2) E 7) E 12) E 17) D 3) C 8) D 13) A 18) E 4) A 9) C 14) A 19) B 5) B 10) C 15) D 20) D 19