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Q:
All of the following are types of administrative errors EXCEPT _____.
A.data-processing error
B.sample selection error
C.interviewer cheating
D.response error
Q:
What type of error is caused by the improper administration or execution of the research task?
A.bias error
B.administrative error
C.sampling error
D.structural error
Q:
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
A.random sampling bias
B.social desirability bias
C.administrative bias
D.interviewer cheating
Q:
When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of _____.
A.interviewer bias
B.auspices bias
C.administrative bias
D.acquiescence bias
Q:
The tendency for respondents to agree with most questions in a survey is known as _____.
A.auspices bias
B.interviewer bias
C.extremity bias
D.acquiescence bias
Q:
All of the following are types of response bias EXCEPT _____.
A.acquiescence bias
B.extremity bias
C.self-selection bias
D.interviewer bias
Q:
When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, this is an example of _____.
A.nonresponse error
B.auspices bias
C.interviewer cheating
D.deliberate falsification
Q:
Which of the following occurs when respondents tend to answer questions with a certain slant?
A.interviewer bias
B.self-selection bias
C.self-preservation bias
D.response bias
Q:
When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, this is an example of _____.
A.random sampling error
B.self-selection bias
C.auspices bias
D.social desirability bias
Q:
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n) _____.
A.sample bias
B.no contact
C.interviewee
D.random sampling error
Q:
People who are unwilling to participate in a research project are referred to as _____.
A.refusals
B.deviations
C.no contacts
D.random errors
Q:
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a(n) _____.
A.random sampling error
B.administrative error
C.nonresponse error
D.interviewer error
Q:
People who are not contacted or who refuse to cooperate are called _____.
A.random errors
B.biased respondents
C.sample selection errors
D.nonrespondents
Q:
Systematic error is divided into which two general categories?
A.respondent error and administrative error
B.random sampling error and administrative error
C.response bias and interview error
D.primary error and secondary error
Q:
Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.
A.random sampling error
B.interviewer error
C.nonresponse error
D.nonsampling errors
Q:
When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?
A.random sampling error
B.systematic error
C.respondent error
D.implementation error
Q:
Two major sources of survey errors are _____.
A.Type I and Type II errors
B.random sampling error and systematic error
C.respondent error and systematic error
D.respondent error and interviewer error
Q:
All of the following are advantages of survey research EXCEPT _____.
A.inexpensive
B.random
C.efficient
D.accurate
Q:
Which of the following can be the target of survey research techniques?
A.wholesalers
B.employees
C.consumers
D.all of these choices
Q:
A survey can collect information using which of the following techniques?
A.telephone
B.face-to-face interviews
C.mail
D.all of these choices
Q:
The people who answer survey questions are referred to as _____.
A.researchers
B.clients
C.respondents
D.users
Q:
Implementing a total quality management program requires considerable survey research.
Q:
Total quality management is a business strategy that emphasizes market-driven quality as a top priority.
Q:
A longitudinal study that gathers data from the same sample of individuals or households over time is called a repeated measures study.
Q:
When the same respondents are questioned several times over a period of months, this is an example of a structured study.
Q:
An undisguised question limits the number of allowable responses.
Q:
Surveys may be classified based on the method of communication, the degrees of structure and disguise in the questionnaire, and the time frame in which the data are gathered.
Q:
When an interviewer is not able to write fast enough to record the respondent's answers verbatim, this is an example of interviewer error.
Q:
When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer, this is an example of auspices bias.
Q:
The categories of response bias are mutually exclusive from one another.
Q:
A response bias occurs when respondents tend to answer questions with a certain slant.
Q:
Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions.
Q:
No contacts occur when people are unwilling to participate in the research.
Q:
The number of "no contacts" in survey research has been decreasing because of the increased use of technology that allows people to screen calls.
Q:
Nonresponse is a type of interviewer error.
Q:
Two general categories of systematic error are Type I errors and Type II errors.
Q:
A respondent error exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.
Q:
Systematic errors are also called sampling errors.
Q:
Unless sample size is increased, random sampling errors are unavoidable in survey research.
Q:
Two major sources of survey error are random sampling error and nonrandom sampling error.
Q:
Survey research techniques and standards are still quite unscientific.
Q:
Surveys provide accurate means of assessing information about a population, but they are expensive and an inefficient means of doing so.
Q:
Some aspects of surveys may be qualitative.
Q:
Most survey research is descriptive research.
Q:
The people who answer survey questions are called respondents.
Q:
The purpose of survey research is to collect secondary data.
Q:
Asking a group of households to record their consumption of certain products over a two-year period is an example of _____.
A.model building
B.database marketing
C.data conversion
D.diary panel data
Q:
Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?
A.media source
B.commercial source
C.trade association source
D.primary source
Q:
Which of the following data can be purchased from commercial sources?
A.advertising research
B.market-share data
C.consumer attitudes and public opinions
D.all of these choices
Q:
Which of the following is TRUE regarding U.S. government sources of secondary data?
A.Most of the data published by the U.S. federal government can be counted on for accuracy and quality of investigation.
B.Provides a real-time view of business news and financial statistics including stock values, exchange rates, and more.
C.Provides customer satisfaction ratings for hundreds of large firms doing business in the United States.
D.Reports market-share data using Universal Product Codes (UPC) and optical scanning at retail store checkouts.
Q:
All of the following are producers of external secondary data EXCEPT _____.
A.libraries
B.trade associations
C.government
D.media
Q:
Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____.
A.proprietary data
B.external data
C.internal data
D.primary data
Q:
All of the following are examples of internal secondary data EXCEPT _____.
A.sales invoices
B.census data
C.inventory levels
D.back orders
Q:
Secondary data that originate inside the organization are called _____.
A.first order data
B.internal and proprietary data
C.exclusive data
D.valid data
Q:
L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn"t had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____.
A.database marketing
B.neural networks
C.customer discovery
D.electronic marketing
Q:
The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called _____
A.zoned marketing
B.target marketing
C.database marketing
D.electronic marketing
Q:
When a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____.
A.single-source data
B.data conversion
C.customer discovery
D.index of customer saturation
Q:
Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer?
A.customer discovery
B.data dissection
C.data profiling
D.customer cloning
Q:
Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____.
A.neural networking
B.scandowns
C.database marketing
D.market-basket analysis
Q:
Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____.
A.robotic thinking
B.brain simulator
C.intelligent agents
D.neural networks
Q:
Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information?
A.brain scan
B.neural network
C.schematic network
D.intelligent network
Q:
Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____.
A.data mining
B.data digging
C.sugging
D.neural networking
Q:
Pottery Barn is a retail chain of home products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called _____.
A.index of retailers
B.index of retail utilization
C.index of retail sales
D.index of retail saturation
Q:
If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is _____.
A.3.56
B.12.65
C.159.99
D.330.06
Q:
Which of the following is a calculation that describes the relationship between retail demand and supply?
A.index of retail sales
B.index of retail utilization
C.index of retail saturation
D.index of retail sites
Q:
When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.
A.site analysis
B.model building
C.database marketing
D.market tracking
Q:
Which of the following is FALSE regarding sales forecasting?
A.The moving average forecasting is best suited to a dynamic competitive environment.
B.Accurate sales forecasts frequently come from secondary data research.
C.Simple moving averages are often applied in practice.
D.Marketing researchers often use internal company sales records to project sales.
Q:
Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called _____.
A.moving average forecasting
B.dynamic forecasting
C.static forecasting
D.indexing
Q:
Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____.
A.model building
B.trend analysis
C.sales forecasting
D.market potential estimation
Q:
The process of predicting sales totals over a specific time period is called _____.
A.sales forecasting
B.market potential estimation
C.sales analysis
D.market tracking
Q:
Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____.
A.data conversion
B.validation
C.reliability
D.model building
Q:
_____ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations.
A.Data transformation
B.Data analysis
C.Model building
D.Fact-finding
Q:
When a manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior and employment issues, this is a form of _____,
A.environmental scanning
B.model building
C.database marketing
D.data mining
Q:
The observation and analysis of trends in industry volume and brand share over time is called _____.
A.market tracking
B.model building
C.data mining
D.database marketing
Q:
Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?
A.model building
B.fact-finding
C.database marketing
D.environmental scanning
Q:
Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis?
A.model building
B.database marketing
C.data mining
D.fact-finding
Q:
The simplest form of secondary-data research is _____.
A.fact-finding
B.model building
C.forecasting sales
D.database marketing
Q:
A typical objective for secondary-data research design is _____.
A.model building
B.fact-finding
C.database marketing
D.all of these choices
Q:
A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____.
A.reliability assessment
B.data conversion
C.cross-check
D.data transformation
Q:
What is it called when a researcher compares secondary data from one source with data from another?
A.data conversion
B.cross-check
C.data mining
D.data enhancement