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.

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

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

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

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:

logistical assessment.

test marketing.

perceptual mapping.

retailing research.

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

High reliability

Cost-effective data collection

Richness of the data

Relatively quick data collection in most cases

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

When the main goal is to uncover unanticipated findings and reactions

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

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

When the objective is to understand hidden underlying psychological processes

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

Government

Syndicated

Noncommercial

Open source

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

highly tailored

customized

debriefed

syndicated business

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

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

They ensure that there are no recording errors.

They eliminate the possibility of the interviewer-respondent error

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

Test marketing _____.

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

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

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

includes choosing and evaluating locations, channels, and distribution partners

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

Having friends and relatives fill out surveys

Not providing the promised incentive for completing interviews or questionnaires

Selling of unnecessary or unwarranted research services

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

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

NA

NA

True

False

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

Causal research

Demographic research

Exploratory research

Descriptive research

Which of the following is true about sampling errors?

They cannot be measured statistically.

They cannot be measured directly.

They are caused by the size of the sample.

They can be reduced by decreasing the sample volume.

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

are easily available in all marketing blogs

provide information about past sales of the company

are detailed, complete, and consistent

include the number of previous citations

Topic sensitivity is the:

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

degree to which respondents share certain similarities

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

Which of the following is true of convenience sampling?

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

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

It is commonly used in the later stages of research.

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

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

NA

True

NA

False

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.

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.

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

Which of the following is true of quantitative methods?

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

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

Quantitative analysis techniques cannot be applied to qualitative data.

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

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

NA

True

False

NA

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

NA

NA

True

False

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

relationship

construct

hypothesis

variable

A literature review can suggest research hypotheses to investigate.

True

NA

NA

False

The iceberg principle provides information concerning the _____.

execution of the research design

selection of the appropriate research design

determination of the research problem

communication of the research results

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

seek out multiple sources to check consistency of data

evaluate when the secondary data was collected

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

evaluate the overall procedure for collecting the data

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

redefine the decision problems as research problems

determine the sample plan and sample size

determine the measurement issues and scales

identify and clarify management's information needs

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.

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

Quota sampling

Judgment sampling

Cluster sampling

Snowball sampling

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

Defining the target population

Selecting the data collection method

Identifying the sampling frame

Selecting the appropriate sampling method

An in-depth interview

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.

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

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

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.

True

False

NA

NA