Question 1

Experimentation involves

Accepted Answer

A)  recognizing and recording relevant objects, events, and important and commonplace activities 
B)  intense investigation of prior situations that are analogous or appear relevant to the current one 
C)  creating an analogous version of a real-world phenomenon through a likeness or formal model 
D)  directly manipulating key variables and observing the effect on dependent variables 
A)  recognizing and recording relevant objects, events, and important and commonplace activities 
B)  intense investigation of prior situations that are analogous or appear relevant to the current one 
C)  creating an analogous version of a real-world phenomenon through a likeness or formal model 
D)  directly manipulating key variables and observing the effect on dependent variables

Question 2

Case histories involve

Accepted Answer

A)  recognizing and recording relevant objects, events, and important and commonplace activities 
B)  intense investigation of prior situations that are analogous or appear relevant to the current one 
C)  creating an analogous version of a real-world phenomenon through a likeness or formal model 
D)  directly manipulating key variables and observing the effect on dependent variables 
A)  recognizing and recording relevant objects, events, and important and commonplace activities 
B)  intense investigation of prior situations that are analogous or appear relevant to the current one 
C)  creating an analogous version of a real-world phenomenon through a likeness or formal model 
D)  directly manipulating key variables and observing the effect on dependent variables

Question 3

The most common source of marketing data is

Accepted Answer

A)  observation of respondents 
B)  secondary data 
C)  communication with respondents 
D)  laboratory experimentation 
A)  observation of respondents 
B)  secondary data 
C)  communication with respondents 
D)  laboratory experimentation

Question 4

In longitudinal research panels,new members tend to increase or over-report the behavior being measured,such as watching television or food purchasing.This is called

Accepted Answer

A)  unrepresentative sampling 
B)  response bias 
C)  endogeneity 
D)  observation error 
A)  unrepresentative sampling 
B)  response bias 
C)  endogeneity 
D)  observation error

Question 5

Secondary international data sources are helpful in providing all of the following types of general information except

Accepted Answer

A)  economic indicators 
B)  political stability 
C)  socioeconomic data 
D)  exchange-rate fluctuations 
A)  economic indicators 
B)  political stability 
C)  socioeconomic data 
D)  exchange-rate fluctuations

Question 6

_______________ is a type of conclusive research designed to gather evidence regarding the cause-and-effect relationships operating in a marketing system.

Accepted Answer

A)  Exploratory research 
B)  Descriptive research 
C)  Causal research 
D)  Experimental research 
A)  Exploratory research 
B)  Descriptive research 
C)  Causal research 
D)  Experimental research

Question 7

All of the following would be disadvantages of secondary data (relative to primary data)except

Accepted Answer

A)  data fit 
B)  level of aggregation 
C)  cost 
D)  accuracy 
A)  data fit 
B)  level of aggregation 
C)  cost 
D)  accuracy

Question 8

Although data regarding a possible association among variables can be used for predictive purposes,these data are not adequate to establish a causal relationship.

Accepted Answer

A) True 
 B)False

Question 9

Services that evaluate television commercials use two basic approaches-the recruited audience method and the normal viewing environment method.With the recruited audience method,respondents are recruited and asked to evaluate television ads in their home.

Accepted Answer

A) True 
 B)False

Question 10

U.S.Bureau of the Census data is reported in three main headings,including all of the following except

Accepted Answer

A)  people 
B)  business 
C)  demographics 
D)  geography 
A)  people 
B)  business 
C)  demographics 
D)  geography

Question 11

Survey research should be used only if the data cannot be collected via more efficient secondary data sources.

Accepted Answer

A) True 
 B)False

Question 12

_______________ studies determine the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales

Accepted Answer

A)  Consumer profile 
B)  Market share 
C)  Market potential 
D)  Distribution research 
A)  Consumer profile 
B)  Market share 
C)  Market potential 
D)  Distribution research

Question 13

All of the following statements about focus groups is true except

Accepted Answer

A)  they are free-flowing unstructured situations designed to stimulate ideas and insights into a problem situation through group interaction 
B)  they typically involves posing probing, open-ended questions 
C)  they typically lasts 1 to 2 hours 
D)  they involve extensive questioning of respondents individually 
A)  they are free-flowing unstructured situations designed to stimulate ideas and insights into a problem situation through group interaction 
B)  they typically involves posing probing, open-ended questions 
C)  they typically lasts 1 to 2 hours 
D)  they involve extensive questioning of respondents individually

Question 14

The degree of fit between secondary data and the information needs of a project is influenced primarily by

Accepted Answer

A)  cost and timeliness of the data 
B)  response bias and sampling error 
C)  accuracy of the data 
D)  units of measurement and definition of classes 
A)  cost and timeliness of the data 
B)  response bias and sampling error 
C)  accuracy of the data 
D)  units of measurement and definition of classes

Question 15

Secondary data are collected specifically for purposes of the research needs at hand.

Accepted Answer

A) True 
 B)False

Question 16

In terms of research,"accuracy" refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence.

Accepted Answer

A) True 
 B)False

Question 17

In evaluating the accuracy of secondary data,all of the following are important to consider except

Accepted Answer

A)  the source of the data 
B)  the date the data were collected 
C)  the purpose of the publication of the data 
D)  general evidence regarding the quality of the data, such as research design 
A)  the source of the data 
B)  the date the data were collected 
C)  the purpose of the publication of the data 
D)  general evidence regarding the quality of the data, such as research design

Question 18

Single sourcing of data is a syndicated marketing research concept that has gained credibility as technology has allowed the gathering of more resources and data under one roof.

Accepted Answer

A) True 
 B)False

Question 19

The research design is the basic plan that guides the data collection and analysis phase of the research project.

Accepted Answer

A) True 
 B)False

Question 20

Syndicated data sources

Accepted Answer

A)  are low-cost sources of secondary data 
B)  provide primary data for subscription clients 
C)  include government publications, trade association data, books, and periodicals 
D)  provide standardized data to an array of clients 
A)  are low-cost sources of secondary data 
B)  provide primary data for subscription clients 
C)  include government publications, trade association data, books, and periodicals 
D)  provide standardized data to an array of clients

Experimentation involves

Case histories involve

The most common source of marketing data is

In longitudinal research panels,new members tend to increase or over-report the behavior being measured,such as watching television or food purchasing.This is called

Secondary international data sources are helpful in providing all of the following types of general information except

_______________ is a type of conclusive research designed to gather evidence regarding the cause-and-effect relationships operating in a marketing system.

All of the following would be disadvantages of secondary data (relative to primary data)except

Although data regarding a possible association among variables can be used for predictive purposes,these data are not adequate to establish a causal relationship.

Services that evaluate television commercials use two basic approaches-the recruited audience method and the normal viewing environment method.With the recruited audience method,respondents are recruited and asked to evaluate television ads in their home.

U.S.Bureau of the Census data is reported in three main headings,including all of the following except

Survey research should be used only if the data cannot be collected via more efficient secondary data sources.

_______________ studies determine the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales

All of the following statements about focus groups is true except

The degree of fit between secondary data and the information needs of a project is influenced primarily by

Secondary data are collected specifically for purposes of the research needs at hand.

In terms of research,"accuracy" refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence.

In evaluating the accuracy of secondary data,all of the following are important to consider except

Single sourcing of data is a syndicated marketing research concept that has gained credibility as technology has allowed the gathering of more resources and data under one roof.

The research design is the basic plan that guides the data collection and analysis phase of the research project.

Syndicated data sources

The Purpose and Process of Marketing Research

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters

Exam 2: Research Design and Data Sources

Experimentation involves

Case histories involve

The most common source of marketing data is

In longitudinal research panels,new members tend to increase or over-report the behavior being measured,such as watching television or food purchasing.This is called

Secondary international data sources are helpful in providing all of the following types of general information except

_______________ is a type of conclusive research designed to gather evidence regarding the cause-and-effect relationships operating in a marketing system.

All of the following would be disadvantages of secondary data (relative to primary data)except

Although data regarding a possible association among variables can be used for predictive purposes,these data are not adequate to establish a causal relationship.

Services that evaluate television commercials use two basic approaches-the recruited audience method and the normal viewing environment method.With the recruited audience method,respondents are recruited and asked to evaluate television ads in their home.

U.S.Bureau of the Census data is reported in three main headings,including all of the following except

Survey research should be used only if the data cannot be collected via more efficient secondary data sources.

_______________ studies determine the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales

All of the following statements about focus groups is true except

The degree of fit between secondary data and the information needs of a project is influenced primarily by

Secondary data are collected specifically for purposes of the research needs at hand.

In terms of research,"accuracy" refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence.

In evaluating the accuracy of secondary data,all of the following are important to consider except

Single sourcing of data is a syndicated marketing research concept that has gained credibility as technology has allowed the gathering of more resources and data under one roof.

The research design is the basic plan that guides the data collection and analysis phase of the research project.

Syndicated data sources

The Purpose and Process of Marketing Research

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters