Deck 3: Secondary Data, Literature Reviews, and Hypotheses

Question 1

Which of the following hypothesis is always tested by researchers?

A)Test hypothesis
B)Alternative hypothesis
C)Null hypothesis
D)Statistical hypothesis
E)Rejected hypothesis

Answer 1

C

Question 2

Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information?

A)Sales Invoice
B)Accounts Receivables Reports
C)Journal Voucher
D)Challan Report
E)Accounts Payable Reports

Answer 2

B

Question 3

Accuracy is one of the criteria to evaluate secondary data. While using this criterion,

A)researchers need not worry about what is actually measured.
B)the researcher must evaluate the overall procedure for collecting the data.
C)researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand.
D)the data must be carefully evaluated on how it relates to the current research objective.
E)the researcher must determine the underlying motivation or hidden agenda, if any.

Answer 3

C

Question 4

To more effectively communicate relationships and variables:

A)researchers must follow conceptualization.
B)researchers must follow constructs and relationships.
C)researchers must use the North American Industry Classification System (NAICS).
D)researchers must use the Editors and Publishers Market Guide.
E)researchers must use the Community Source Book of Zip Code Demographics.

Question 5

In which of the following situations is deal proneness treated as a dependent variable in a relationship?

A)Deal proneness is predicted by a person's household income
B)Deal proneness results in greater price sensitivity
C)As deal proneness goes up, a person tends to spend more time in comparison shopping
D)Deal proneness does not depend on a person's age
E)There is a relationship between deal proneness and brand loyalty

Question 6

Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris?

A)Doing a desk research by browsing the Internet for such statistics.
B)Doing a desk research by reading an article on the working mechanism of the gadget.
C)Collecting external secondary data from the City Traffic Police records.
D)Doing a field research by talking to car owners.
E)Obtaining customer knowledge information from car rental shops.

Question 7

Conceptualization of a model means:

A)developing a research hypotheses based on a literature review.
B)developing a conceptual model of the geographic area from which the sample would be drawn.
C)developing a computer model to do statistical testing of hypothesized relationships.
D)developing a conceptual model of a new product before it is tested in a lab setting.
E)developing a model that shows variables and hypothesized relationships between them.

Question 8

A researcher prefers using scholarly sources instead of popular resources. All of the following are reasonable justification for doing so, EXCEPT:

A)scholarly sources are more current than popular sources.
B)scholarly sources provide access to new findings and information whereas popular sources report secondhand findings.
C)scholarly sources go through the rigorous process of peer review.
D)scholarly sources are written in more appropriate technical language.
E)scholarly sources can be tracked using Web-based bookmarking tools.

Question 9

John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them?

A)Beginning and ending inventory levels
B)Sales receipts
C)Point-of-purchase displays
D)Consumer attitudes toward store displays
E)In-store promotions

Question 10

Constructs

A)are an observable item used as a measure on a questionnaire.
B)have concrete properties and are measured directly.
C)are associations between two or more variables.
D)are used to calculate media efficiency.
E)are an unobservable concept measured by a group of related variables.

Question 11

The North American Industry Classification System (NAICS) codes:

A)indexes major market research reports for a variety of domestic and international industries, markets, and institutions.
B)provides an index of publications available to researchers up to the current month and year.
C)are the statistical foundation for most of the information available on U.S. population and economic activities.
D)provides a detailed profile of economic activity within a given geographic area.
E)are designed to promote uniformity in data reporting by federal and state government sources and private business.

Question 12

Consumer panels, as a commercial data collection method:

A)use a rigorous data collection approach.
B)cost higher than primary data collection methods.
C)primarily measure media consumption habits as opposed to product or brand consumption.
D)measure product and brand movement directly at the point of sale.
E)generate information on effectiveness of shelf space and POP displays.

Question 13

John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful?

A)Use existing customer base to identify significant characteristics of potential customers
B)Determine the level of customer satisfaction with the company's new product
C)Identify problems or requirements of specific customer groups
D)Provide internal support data for the company
E)Development of planning tools for successful strategic planning

Question 14

In a Google Scholar search, an article is listed as "Cited by 44" next to it. This indicates that:

A)the article's bibliography has 44 citations included in it.
B)the article has been viewed by 44 other visitors to the web site.
C)the article has 44 comments and reviews available online.
D)the article can be cited by 44 more individuals before it is withdrawn from the web site.
E)the article is referenced by 44 other documents available on the web.

Question 15

A literature review can help a researcher with all of the following, EXCEPT:

A)suggest research hypotheses.
B)help clarify and define the research questions.
C)collect primary data on key variables.
D)identify scales to measure variables.
E)identify methodologies to conduct the study.

Question 16

A client wants to know the best form of advertising for his online job portal. He appoints a researcher to provide him with all details. The researcher intends to do a literature review, which will help meet all of the following objectives, EXCEPT:

A)provide background information about the current study.
B)research hypotheses to obtain answers to specific research questions.
C)clarify thinking about the research problem.
D)help define important constructs of interest to the study.
E)know about another job portal which used Facebook effectively to increase page hits.

Question 17

All of the following are true about conceptualization, EXCEPT:

A)it helps identify the variables for your research.
B)it is called a Maven model.
C)it specifies hypotheses and relationships.
D)it prepares a visual representation of the relationships under study.
E)it displays the hypothesized relationships using a box and arrows diagram.

Question 18

In which of the following situations is an exploratory research recommended?

A)When a full-scale study is likely to cost more than an exploratory study
B)When the researcher has greater expertise in conducting exploratory studies
C)When the literature review fails to yield a reasonable conceptual model
D)When the dependent variables are constructs
E)When the independent variables are constructs

Question 19

Which of the following is true about information gathering?

A)Customer knowledge information is feedback you obtain from your sales representatives about customer behavior.
B)More data implies more analysis and thus delay in taking sound decisions.
C)Blogs and online polls are used to collect customer knowledge information.
D)Data from electronic customer councils are indicative of less customer engagement.
E)Data collection through electronic means is more expensive and time consuming.

Question 20

A literature review has all of the following objectives, EXCEPT:

A)provide background information about the current study.
B)test a study's hypotheses using secondary data from reliable sources.
C)clarify thinking about the research problem.
D)help define important constructs of interest to the study.
E)reveal whether information already exists to answer research questions.

Question 21

If it is hypothesized that customer satisfaction depends on service quality, then service quality is the dependent variable in this relationship.

Question 22

Internal data sources can be highly effective in helping decision makers plan new-product introductions or new distribution outlets.

Question 23

Data collected using consumer panels cost higher than primary data collection methods.

Question 24

A parameter is:

A)the true value of the null hypothesis.
B)the true value of a variable.
C)an estimate of a variable, as determined through a sample.
D)is an estimate of the population parameter.
E)the measure of statistical accuracy as assessed by the level of significance under normal distribution.

Question 25

Which of the following statements about hypotheses is false?

A)If the null hypothesis is rejected, we conclude that the variables are not related.
B)Researchers always test the null hypothesis.
C)The alternative hypothesis states that there is a relationship between variables.
D)A null hypothesis refers to a population parameter.
E)A null hypothesis is developed so that its rejection leads to an acceptance of the alternative hypothesis.

Question 26

Customer knowledge information is a unique type of internal secondary data.

Question 27

Relationships can exist between variables as well as constructs.

Question 28

Bookmarking tools on scholarly sources help take notes about each of the sites and "tag" the links with your choice of search terms to make future retrieval of the source easy.

Question 29

If one wants to use sources that include reports that have gone through a review process by peers, one should refer to popular sources.

Question 30

It is possible for a variable to be an independent variable in one relationship and a dependent variable in another relationship.

Question 31

When modeling causal relationships, variables or constructs in relationships can only be dependent variables.

Question 32

Alternative hypothesis:

A)is the value of a variable that is estimated from a sample.
B)is the true value of a variable.
C)states that there is a relationship between two variables.
D)is the actual value of a variable, which can only be known by collecting data from every member of the relevant population.
E)is notated as H₀.

Question 33

If NAICS code 13 is assigned to Oil & Gas Extraction, then NAICS code 1321 could signify Natural Gas Liquids, which is indicative of the fact that this 4 digit code (1321) is representing the specific industry group (Oil & Gas Extraction).

Question 34

Consumer panels provide unbiased data unlike Store audits.

Question 35

If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as:

A)the person buying the coffee is independent of the size of the coffee cup.
B)the size of the coffee cup purchased does not depend on the time when the purchase is made.
C)the size of the coffee cup purchased depends on the time when the purchase is made.
D)the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased.
E)the size of the coffee cup is dependant on the person buying the coffee.

Question 36

A null hypothesis is notated as

A)H₀
B)H₁
C)N₀
D)N₁
E)N₀H₁

Question 37

When reporting studies in a literature review, one should include only those studies that are consistent with each other.

Question 38

Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.

Question 39

There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.

Question 40

One can use literature review to identify appropriate sampling approaches that have been successful in studying similar topics.

Question 41

How is a construct different from a variable?

Question 42

The end result of conceptualization is a visual display of hypothesized relationships.

Question 43

Sample statistics are estimates of population parameters.

Question 44

What are the objectives of doing a literature review?

Question 45

Experience with a particular research context normally hinders the process of conceptualizing relationship for future studies.

Question 46

What is the role of null hypothesis in model testing?

Question 47

Illustrate sources of traditional internal secondary data.

Question 48

A null hypothesis refers to a population parameter, not a sample statistic.

Question 49

In what ways can the information generated by media panels be useful to marketers?

Question 50

An alternative hypothesis is typically represented by H_a.