Conducting a census is less time-consuming and less costly than sampling.

True

NA

False

NA

The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher

False

NA

True

NA

When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.

True

NA

NA

False

_____ data is market research data that is collected, packaged, and sold to many different firms.

Syndicated

Government

Noncommercial

Open source

Which of the following helps generate insights that will help define the problem situation confronting the researcher?

Descriptive research

Causal research

Demographic research

Exploratory research

A literature review can suggest research hypotheses to investigate.

False

NA

True

NA

Which of the following statements is true about the information research process?

It narrows the applicability of the research process in solving organizational problems and creating opportunities.

A more appropriate name for the information research process is now the traditional marketing research process.

It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

It is especially useful when costs outweigh the value of the research.

Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles?

Snowball sampling

Cluster sampling

Judgment sampling

Quota sampling

The difference between stratified random sampling and cluster sampling is that in cluster sampling:

a large number of respondents is interviewed in a relatively short time.

the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations.

the researcher must be able to secure a complete listing of the potential sampling units that make up the defined target population.

representativeness of the sample cannot be measured because sampling error estimates cannot be calculated

A _____ is an observable item that is used as a measure on a questionnaire.

relationship

construct

hypothesis

variable

While evaluating secondary data, the accuracy criterion suggests that researchers must _____.

evaluate the overall procedure for collecting the data

carefully evaluate the data on how it relates to the current research objective

seek out multiple sources to check consistency of data

evaluate when the secondary data was collected

The first task in the information research process is to _____.

determine the measurement issues and scales

determine the sample plan and sample size

identify and clarify management's information needs

redefine the decision problems as research problems

Test marketing _____.

includes choosing and evaluating locations, channels, and distribution partners

identifies two or more segments within the market for a particular company's products

focuses on database development through optical scanning at the point of purchase

provides information for decisions on product improvements and new-product introductions

Which of the following is an advantage of person-administered survey methods?

They eliminate the possibility of the interviewer-respondent error

They ensure that there are no recording errors.

Overall cost of data collection using an interviewer is lower than other data collection methods

Interviewers can help ensure respondents are screened to represent the target population.

In which stage of the sampling plan will random-digit dialing probably be considered?

Defining the target population

Selecting the appropriate sampling method

Selecting the data collection method

Identifying the sampling frame

A new supermarket, The Factory, has installed closed circuit cameras and TVs to find out the category of products and the specific brands favored by customers. This is done so that space allocated to different products can be revised. This is an example of:

test marketing.

retailing research.

perceptual mapping.

logistical assessment.

Which of the following illustrates abuse of respondents in marketing research?

Not providing the promised incentive for completing interviews or questionnaires

Not using the designated sample of respondents but rather anyone who is conveniently available to complete the survey

Selling of unnecessary or unwarranted research services

Having friends and relatives fill out surveys

The purpose of theory is to generalize relationships between concepts in a way that is applicable to a wide variety of business and often other settings

True

False

NA

NA

Topic sensitivity is the:

degree to which a specific survey question leads the respondent to give a socially acceptable response.

respondent's inclination or disposition to share his/her thoughts

degree to which respondents share certain similarities

level of preparation required to create an appropriate environment for the respondent.

Which of the following is true of convenience sampling?

It is a time-consuming process when there are a large number of respondents.

It is commonly used in the later stages of research.

Using convenience samples to develop constructs and scales can be risky.

The representativeness of the sample can be measured because sampling error estimates are not calculated.

Major reasons for using government documents as secondary data sources is that they _____.

provide information about past sales of the company

are easily available in all marketing blogs

include the number of previous citations

are detailed, complete, and consistent

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

debriefed

customized

syndicated business

highly tailored

In which of the following scenarios would you most strongly recommend using quantitative research?

When the objective is to understand hidden underlying psychological processes

When the objective is to validate and estimate the strength of a relationship

When the main goal is to uncover unanticipated findings and reactions

When the objective is to identify new ideas and thoughts for a product

Which of the following is true of quantitative methods?

It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.

It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.

It can be superior for studying topics that involve complex psychological motivations.

Quantitative analysis techniques cannot be applied to qualitative data.

An in-depth interview

involves asking a subject a set of semi-structured questions in a face-to-face setting.

has a higher likelihood of participants responding in a socially desirable manner.

is a formalized process of bringing a small group together for discussion on a particular topic.

is an extended contact with a natural setting, but without participation by the researcher.

Which of the following is true about sampling errors?

They cannot be measured directly.

They can be reduced by decreasing the sample volume.

They are caused by the size of the sample.

They cannot be measured statistically.

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

NA

False

True

NA

The iceberg principle provides information concerning the _____.

selection of the appropriate research design

execution of the research design

determination of the research problem

communication of the research results

Which of the following is an advantage of using quantitative research over qualitative research?

Richness of the data

Cost-effective data collection

High reliability

Relatively quick data collection in most cases

Compared to person-administered surveys, self-administered surveys have:

the advantage of respondent control.

higher cost per survey.

higher response rates.

greater interviewer-respondent bias.