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

False

True

NA

NA

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

Having friends and relatives fill out surveys

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

Not providing the promised incentive for completing interviews or questionnaires

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

hypothesis

relationship

variable

construct

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

Descriptive research

Causal research

Exploratory research

Demographic research

The iceberg principle provides information concerning the _____.

selection of the appropriate research design

communication of the research results

execution of the research design

determination of the research problem

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

High reliability

Richness of the data

Cost-effective data collection

Relatively quick data collection in most cases

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

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

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

NA

True

False

NA

An in-depth interview

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

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

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

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

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

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

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

Test marketing _____.

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

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

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

includes choosing and evaluating locations, channels, and distribution partners

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

provide information about past sales of the company

include the number of previous citations

are easily available in all marketing blogs

are detailed, complete, and consistent

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

determine the measurement issues and scales

redefine the decision problems as research problems

identify and clarify management's information needs

determine the sample plan and sample size

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

evaluate when the secondary data was collected

evaluate the overall procedure for collecting the data

seek out multiple sources to check consistency of data

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

A literature review can suggest research hypotheses to investigate.

NA

NA

True

False

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

They ensure that there are no recording errors.

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

They eliminate the possibility of the interviewer-respondent error

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

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

syndicated business

debriefed

highly tailored

customized

Topic sensitivity is the:

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

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

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

degree to which respondents share certain similarities

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

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

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

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

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

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

NA

False

True

NA

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

True

False

NA

NA

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

Selecting the data collection method

Selecting the appropriate sampling method

Identifying the sampling frame

Defining the target population

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.

False

True

NA

NA

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

Which of the following is true of convenience sampling?

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

It is commonly used in the later stages of research.

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

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

Which of the following is true of quantitative methods?

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

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

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

Quantitative analysis techniques cannot be applied to qualitative data.

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

higher cost per survey.

greater interviewer-respondent bias.

higher response rates.

the advantage of respondent control.

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

Syndicated

Noncommercial

Open source

Government

Which of the following is true about sampling errors?

They can be reduced by decreasing the sample volume.

They cannot be measured directly.

They are caused by the size of the sample.

They cannot be measured statistically.

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:

perceptual mapping.

retailing research.

test marketing.

logistical assessment.