Question 1

The main advantage of panels is that they are representative and/or random.

Accepted Answer

A) True 
 B)False  False

Question 2

Which type of primary data is concerned with anticipated or planned future behavior?

Accepted Answer

A) Personality/Lifestyle 
B) Awareness/Knowledge 
C) Demographic/Socioeconomic 
D) Intentions. 
E) Behavior 
A) Personality/Lifestyle 
B) Awareness/Knowledge 
C) Demographic/Socioeconomic 
D) Intentions. 
E) Behavior D

Question 3

Proctor & Gamble,the makers of Oil of Olay skin lotion,have traditionally targeted women over 30 years of age.This is an example of

Accepted Answer

A) demographic segmentation. 
B) benefit segmentation. 
C) psychographic segmentation. 
D) usage rate segmentation. 
E) geodemographic segmentation. 
A) demographic segmentation. 
B) benefit segmentation. 
C) psychographic segmentation. 
D) usage rate segmentation. 
E) geodemographic segmentation. A

Question 4

A longitudinal study is characterized by each of the following statements EXCEPT:

Accepted Answer

A) It involves a panel,which is a fixed sample of elements. 
B) Elements may be stores,individuals,or other entities. 
C) The panel remains relatively constant through time. 
D) Characteristics of the elements,or sample members,are measured only once. 
E) Members may be added to replace dropouts or to keep the panel representative. 
A) It involves a panel,which is a fixed sample of elements. 
B) Elements may be stores,individuals,or other entities. 
C) The panel remains relatively constant through time. 
D) Characteristics of the elements,or sample members,are measured only once. 
E) Members may be added to replace dropouts or to keep the panel representative.

Question 5

Attitudes and opinions are best determined by observation.

Accepted Answer

A) True 
 B)False

Question 6

Purchase intentions

Accepted Answer

A) are a very good indicator of an individual's future behavior. 
B) may be better predictors of future behavior for large dollar expenditures. 
C) are a relatively good predictor of a family's purchase behavior. 
D) are studied often in marketing because they are very similar to attitudes. 
E) are better predictors of future behavior for small dollar expenditures. 
A) are a very good indicator of an individual's future behavior. 
B) may be better predictors of future behavior for large dollar expenditures. 
C) are a relatively good predictor of a family's purchase behavior. 
D) are studied often in marketing because they are very similar to attitudes. 
E) are better predictors of future behavior for small dollar expenditures.

Question 7

In assessing awareness,a marketer might be interested in knowledge of

Accepted Answer

A) the product itself. 
B) where the product is available. 
C) what the product is used for. 
D) the price of the product. 
E) All of these are correct. 
A) the product itself. 
B) where the product is available. 
C) what the product is used for. 
D) the price of the product. 
E) All of these are correct.

Question 8

Of the following situations,which would be the most appropriate for using a discontinuous/omnibus panel?

Accepted Answer

A) To gain insights into changes in consumers' purchases and attitudes 
B) To determine if members of the panel switched brands from one time period to the next 
C) To determine how consumers feel about two different product packages by varying panel questions from one panel measurement to the next 
D) To have a focus group moderator ask participants about their views on a new advertisement 
E) All of these are correct. 
A) To gain insights into changes in consumers' purchases and attitudes 
B) To determine if members of the panel switched brands from one time period to the next 
C) To determine how consumers feel about two different product packages by varying panel questions from one panel measurement to the next 
D) To have a focus group moderator ask participants about their views on a new advertisement 
E) All of these are correct.

Question 9

Longitudinal designs are more common than cross-sectional designs.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is NOT valid?

Accepted Answer

A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data. 
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data. 
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection. 
D) Panel data are particularly useful in the study of dual-career couples. 
E) Panel data can be used to reveal changes in members' behavior. 
A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data. 
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data. 
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection. 
D) Panel data are particularly useful in the study of dual-career couples. 
E) Panel data can be used to reveal changes in members' behavior.

Question 11

Demographic variables are often used as a basis for market segmentation.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following can be used to measure knowledge of an advertisement?

Accepted Answer

A) Unaided recall 
B) Aided recall 
C) Recognition 
D) None of these are correct. 
E) All of these are correct. 
A) Unaided recall 
B) Aided recall 
C) Recognition 
D) None of these are correct. 
E) All of these are correct.

Question 13

Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?

Accepted Answer

A) Descriptive data 
B) Causal data 
C) Cross-sectional data 
D) Panel data 
E) Experimental data 
A) Descriptive data 
B) Causal data 
C) Cross-sectional data 
D) Panel data 
E) Experimental data

Question 14

A motive is any inner state that directs or channels behavior toward goals.

Accepted Answer

A) True 
 B)False

Question 15

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries.This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses ____ segmentation.

Accepted Answer

A) demographic 
B) psychographic 
C) geodemographic 
D) ethnic 
E) geographic 
A) demographic 
B) psychographic 
C) geodemographic 
D) ethnic 
E) geographic

Question 16

The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample,selection being based on household size,income level,and television viewing patterns.We must also be concerned with the stability of the sample elements in order to ensure repeated availability for measurement."

Accepted Answer

A) Advertising evaluation design 
B) Longitudinal design 
C) Viewership pattern design 
D) Latitudinal design 
E) Cross-sectional design 
A) Advertising evaluation design 
B) Longitudinal design 
C) Viewership pattern design 
D) Latitudinal design 
E) Cross-sectional design

Question 17

Ferrari has segmented their market on the basis of income and lifestyle.Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of

Accepted Answer

A) demographics. 
B) psychographics. 
C) geographic. 
D) demographics and psychographics. 
E) demographics and product usage. 
A) demographics. 
B) psychographics. 
C) geographic. 
D) demographics and psychographics. 
E) demographics and product usage.

Question 18

Which of the following is a lifestyle characteristic?

Accepted Answer

A) Social class 
B) Interests 
C) Attitudes 
D) Home ownership 
E) Age 
A) Social class 
B) Interests 
C) Attitudes 
D) Home ownership 
E) Age

Question 19

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring

Accepted Answer

A) motivation. 
B) intention. 
C) behavioral goals. 
D) attitude. 
E) personality. 
A) motivation. 
B) intention. 
C) behavioral goals. 
D) attitude. 
E) personality.

Question 20

Which of the following is NOT one of the basic types of descriptive studies?

Accepted Answer

A) Time series and longitudinal design 
B) Longitudinal design 
C) Time series design 
D) Latitudinal design 
E) Time series and latitudinal design 
A) Time series and longitudinal design 
B) Longitudinal design 
C) Time series design 
D) Latitudinal design 
E) Time series and latitudinal design

The main advantage of panels is that they are representative and/or random.

Which type of primary data is concerned with anticipated or planned future behavior?

Proctor & Gamble,the makers of Oil of Olay skin lotion,have traditionally targeted women over 30 years of age.This is an example of

A longitudinal study is characterized by each of the following statements EXCEPT:

Attitudes and opinions are best determined by observation.

Purchase intentions

In assessing awareness,a marketer might be interested in knowledge of

Of the following situations,which would be the most appropriate for using a discontinuous/omnibus panel?

Longitudinal designs are more common than cross-sectional designs.

Which of the following statements is NOT valid?

Demographic variables are often used as a basis for market segmentation.

Which of the following can be used to measure knowledge of an advertisement?

Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?

A motive is any inner state that directs or channels behavior toward goals.

Ferrari has segmented their market on the basis of income and lifestyle.Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of

Which of the following is a lifestyle characteristic?

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring

Which of the following is NOT one of the basic types of descriptive studies?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 9: Collecting Descriptive Primary Data

The main advantage of panels is that they are representative and/or random.

Which type of primary data is concerned with anticipated or planned future behavior?

Proctor & Gamble,the makers of Oil of Olay skin lotion,have traditionally targeted women over 30 years of age.This is an example of

A longitudinal study is characterized by each of the following statements EXCEPT:

Attitudes and opinions are best determined by observation.

Purchase intentions

In assessing awareness,a marketer might be interested in knowledge of

Of the following situations,which would be the most appropriate for using a discontinuous/omnibus panel?

Longitudinal designs are more common than cross-sectional designs.

Which of the following statements is NOT valid?

Demographic variables are often used as a basis for market segmentation.

Which of the following can be used to measure knowledge of an advertisement?

Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?

A motive is any inner state that directs or channels behavior toward goals.

Ferrari has segmented their market on the basis of income and lifestyle.Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of

Which of the following is a lifestyle characteristic?

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring

Which of the following is NOT one of the basic types of descriptive studies?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters