Q&A Hero

Q: In a survey for her marketing class, Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of a _____ error. a. representational b. random c. nonprobability d. frame e. reliability

Q: A _____ error occurs because the selected sample is an imperfect representation of the overall population. a. frame b. field c. measurement d. random e. representational

Q: A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well-maintained. He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample. He has made a _____ error. a. targeting b. random c. nonprobability d. frame e. reliability

Q: A _____ error arises if the sample drawn from a population differs from the target population. a. field b. frame c. measurement d. random e. nonresponse

Q: One type of sampling error is _____, which is created when the sample actually interviewed differs from the sample drawn. a. random error b. diagnostic error c. nonresponse error d. nonprobability error e. measurement error

Q: _____ occurs when a sample, in some ways, is not representative of the target population. a. Sampling error b. Measurement error c. Cross-tabulation d. Diagnostic error e. Single-source research

Q: Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products. Some marketers are worried that many people may not actually purchase green products. This concern is about the potential for what kind of sampling error? a. nonresponse b. frame c. random d. measurement e. none of the choices

Q: Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process? a. sampling error b. research error c. nonresponse error d. measurement error e. random error

Q: Five hundred women were surveyed about their feelings about female physicians. The majority responded that they felt more relaxed with a female physician. The survey was an example of a(n) _____ sample because it used local hospital patents as survey participants. a. random b. representational c. probability d. convenience e. framing

Q: Dr. Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible. She is using a _____ sample. a. single-source b. random c. probability d. representational e. convenience

Q: Nonprobability samples: a. require more expensive marketing research than probability sampling b. include any sample in which little is done to obtain a representative cross section of the population c. by definition must be representative of the population d. often start out with random numbers to ensure selection of subjects is truly random e. offer an easy method for determining sampling error

Q: A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population. a. frame b. random c. probability d. nonprobability e. representational

Q: A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a(n) _____ sample. a. representational b. convenience c. nonprobability d. synergistic e. simple random

Q: While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer, you emphasize the necessity of having a sample that is representative of the population. What type of sample must be used? a. a nonprobability sample b. a quota sample c. a convenience sample d. a probability sample e. a field service sample

Q: A research manager decides to pick households for interviews by selecting street intersections at random, and then using a given route for the interviewers to follow--such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left. This is a: a. convenience sample b. stratified sample c. nonprobability sample d. sampling error e. probability sample

Q: All of the following are types of nonprobabilty samples EXCEPT: a. systematic sample b. quota sample c. snowball sample d. convenience sample e. judgment sample

Q: Which of the following is a type of nonprobability sample? a. stratified sample b. systematic sample c. cluster sample d. simple random sample e. judgment sample

Q: All of the following are types of probability samples EXCEPT: a. systematic sample b. quota sample c. cluster sample d. stratified sample e. simple random sample

Q: Which of the following is a type of probability sample? a. judgment b. convenience c. simple random d. quota e. primary

Q: A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected. a. irregular b. probability c. nonprobability d. convenience e. piggyback

Q: In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a. Must the sample be representative of the population? b. Who can perform the actual sampling? c. What is the population or universe of interest? d. How often should the sample be redesigned? e. How large should the sample be in terms of its measurement costs?

Q: The population from which a sample in a marketing research study will be drawn is referred to as the: a. universe b. market c. test market d. focus group e. control group

Q: The best experiments are those in which: a. all variables are allowed to act freely b. all variables are held constant except the ones manipulated c. all factors provide the desired results d. the subjects are unpaid volunteers e. two variables are held constant while all of the others are manipulated

Q: A(n) _____ is characterized by the researcher's altering one or more variablessuch as price or package design--while observing the effects of those alterations on another variable (usually sales). a. observation research project b. research problem c. experiment d. sampling frame e. correlation of facts study

Q: Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense. a. ethnographic b. dichotomous c. experiment d. survey e. open-ended

Q: _____ research is the study of human behavior in its natural condition. It often proves that consumers do not do what they say they do, such as how they use a computer or what they watch on television. a. Ethnographic b. Action-based c. Experiment d. Survey e. Visualization

Q: All of the following are benefits and insights provided by mystery shopping EXCEPT: a. identifying differences in the customer experience across different times of day, location, product/service types, and other potential sources of variation in the product/service quality b. enabling marketers to examine the gap between promises made through advertising/sales promotion and actual service delivery c. enabling an organization to monitor compliance with product/service delivery standards and specifications d. understanding the most profitable means of marketing a product or service e. helping monitor the impact of training and performance improvement initiatives

Q: First Southern Community Bank has long tried to differentiate itself as, "your friendly, hometown bank." However, the bank president has been concerned about a number of recent customer service complaints. Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers? a. employee focus-group interview b. mail questionnaire of a sample of current customers c. mystery shopper d. experiential research e. an Internet based community study

Q: Mystery shoppers engage in a form of: a. mall intercept study b. experiential study c. marketing audit d. observation research e. market audit

Q: A retailer of sporting goods equipment is interested in learning what peoples' attitudes, motivations, and feelings are about its product lines. All of the following are potential sources for this information EXCEPT: a. observation research b. mail questionnaire c. in-store interview d. telephone survey e. focus-group interviews

Q: Stan's job is to walk the streets of Japan and locate fads. According to Stan, "Japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting? a. experiment b. dichotomous c. observation d. survey e. open-ended

Q: Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people they sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. This was an example of _____ research. a. observation b. mall intercept c. visualization d. action-based e. experiment

Q: When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research. a. focus group b. observation c. experimental d. survey sampling e. sample framing

Q: _____ research depends on watching what people do. a. Anonymous viewership b. Observation c. Interactive d. Personal scanner e. Survey

Q: Which of the following is the BEST example of an effective question on a mail survey? a. Do you believe the synergy of the indigenous population has created a precursor to ecological disaster? b. Why do you think dogs make good pets and cats make poor pets? c. Have you ever put food out for wild birds? d. What is the economy of scale achieved by the transference of heat through solar cells? e. Will you be buying a new car soon and will it be a foreign car?

Q: A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey? a. multiple choice b. dichotomous c. scaled-response d. open-ended e. sampling frame

Q: PetsMart, a large chain of pet shops, surveyed consumers and asked, "Do you ever buy holiday gifts for your pets?" Respondents checked "Yes" or "No" to answer this question. This is an example of a(n) _____ survey question. a. scaled-response b. Likert scale c. open-ended d. dichotomous e. multiple choice

Q: In the survey used by an organization of mothers who swap toys, respondents were asked, "Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) _____ question. a. open-ended b. sampling frame c. scaled-response d. double-barreled e. dichotomous

Q: When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution, they used a(n) _____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. This is an example of a(n): a. open-ended question b. action-based question c. sampling frame question d. scaled-response question e. dichotomous response

Q: Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer? a. semantic differential b. scaled-response question c. interval-based question d. sampling frame question e. bounded-frame question

Q: You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his/her own frame of reference. Which of the following types of questions would best deliver such information? a. true-false questions b. mix-and-match questions c. open-ended questions d. scaled-response questions e. closed-ended questions

Q: Suppose the American Red Cross sent out a questionnaire that included the question "Why are so many people reluctant to donate blood?" This would be an example of a(n): a. dichotomous response b. sampling frame question c. scaled-response question d. closed-ended question e. open-ended question

Q: Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) _____ question. a. scaled-response b. Likert scale c. open-ended d. dichotomous e. multiple choice

Q: Which type of interview question encourages an answer phrased in the respondent's own words? a. scaled-response question b. Likert item c. closed-ended question d. open-ended question e. free-form question

Q: _____ is essential to the success of focus-group research. a. Empowerment b. Group dynamics c. Individualism d. Group acculturation e. Corporate synergy

Q: British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of _____, which revealed that participants were having particular trouble getting their required servings of vegetables. a. mail survey b. mall intercept c. ethnographic research d. personal interviewing e. experiment

Q: A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with 10 leisure flyers and another with 10 business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: a. extended interviews b. focus groups c. observation d. ethnographic research e. secondary research

Q: A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics. a. passive people meter b. primary data group c. cross-tab set d. CLT interview e. focus group

Q: Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation's largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting? a. cyber focus groups b. executive interviews c. mall intercept interviews d. CLT interviews e. in-home interviews

Q: In which of the following situations would a marketing researcher be most likely to use executive interviews? a. a manufacturer of extruded plastic wants to determine where there are other markets for its products b. a manufacturer of frozen dinners wants to research the eating habits of its target market c. the producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5- to 12-year-old males d. a shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating e. an aluminum can manufacturer wants to research how people are disposing of cans

Q: _____ have essentially the same advantages and disadvantages as in-home interviews. a. Mall intercept interviews b. CLT interviews c. Mail panel surveys d. Executive interviews e. Focus groups

Q: Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services? a. place-based interviews b. CLT interviews c. business panel surveys d. executive interviews e. professional interviews

Q: A company wanted to collected data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel? a. a very high response rate b. the response rate will be low, as it is for all self-administered surveys c. the participants are not usually compensated for their assistance, so it will be inexpensive d. data collection is more rapid than telephone interviews e. the panel of consumers will meet monthly to discuss products that were sent to them to try

Q: When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers. Which form of survey research should AMN have used? a. mail survey b. focus group c. in-home personal interview d. mall intercept interviews e. CLT interviews

Q: You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. You should use: a. a marketing experiment b. in-home personal interviews c. focus group interviews d. mail surveys e. observation research

Q: Low response rate is a problem commonly associated with: a. exit interviews b. executive interviews c. mail surveys d. mall intercept interviews e. in-home interviews

Q: The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use: a. a telephone survey b. focus group interviews c. personal interview surveys d. a mail survey e. a passive people meter

Q: Telephone interviews offer: a. speed in gathering data b. a potential for reaching all households c. few nonresponses d. the ability to collect large amounts of complex data e. the lowest-cost method for obtaining data

Q: A _____ is a specially designed phone room used to conduct telephone interviewing. a. controlled-feedback facility (CFF) b. collaboratively located communications (CLC) center c. multi-interviewer location site d. central-location telephone (CLT) facility e. telephone outsourcing center

Q: Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer? a. central-location interviewing b. computer-assisted personal interviewing c. computer-assisted self-interviewing d. primary interviewing e. secondary interviewing

Q: Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer? a. central-location interviewing facility b. computer-assisted personal interviewing c. computer-assisted self-interviewing d. direct-entry interviewing e. computer-mediated interviewing

Q: Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting: a. CLT interviews b. mall intercept interviews c. e-mail interviews d. in-home interviews e. focus groups

Q: A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? a. telephone interview b. mail questionnaire c. mall intercept interview d. observation study e. laboratory test

Q: A major limitation of the mall intercept interview is: a. the difficulty of measuring attitudes and opinions b. the need to interview people standing up c. its high cost relative to in-home interviews d. the difficulty of demonstrating new products e. the difficulty of obtaining a representative sample of the population of interest

Q: Which type of survey research method involves interviewing people in the common areas of shopping malls? a. telephone interviews b. panel surveys c. mall intercept interviews d. centralized interviews e. interactive research

Q: In-home personal interviews: a. offer high-quality data at high cost b. offer the ability to obtain high-quality data at low cost c. are becoming increasingly more popular d. are less expensive than mall intercepts e. offer information of moderate quality, but at a low cost

Q: The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. heuristic oriented b. survey research c. experiments d. observation research e. single-source research

Q: Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose, to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of: a. a dual-purpose analysis b. a piggyback study c. a Siamese twin project d. a two-for-one integrative study e. dual experimentation

Q: _____ studies collect data on two different projects using one questionnaire. a. Piggyback b. Single-source c. Synergistic d. Multi-tiered e. Dual-coding

Q: Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. You will: a. gather data from Standard & Poor's General Information File b. develop a mail survey to study your primary market c. employ studies done by the Federal Trade Commission d. make sure you locate Internet information by using a search engine e. ask the National Industrial Conference Board for its latest study

Q: What is the chief advantage of primary data? a. low cost compared to secondary data b. relevance to the problem at hand c. availability to any interested party for use d. accessibility through computerized databases e. avoiding interviewer biases

Q: When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting? a. heuristic b. primary c. cohesive d. random e. secondary

Q: Levi Strauss & Co. recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles. Instead they wanted jeans that were comfortable while covering-up problem areas, and showing off their figures. Levi's used this _____ data as the basis for designing this new line of jeans. a. primary b. secondary c. dichotomous d. convenience e. ethnographic

Q: Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joy-stick based steering mechanism. As a part of their research they built graders that included both a steering wheel and joy-stick steering mechanisms, then asked operators to use the machines for a few days. After two days of testing, several of the operators like the joysticks so well that they suggested that the steering wheel be removed to provide better visibility. This would be an example of _____ research. a. primary b. secondary c. dichotomous d. ethnographic e. collaborative

Q: Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups Community Trust was collecting _____ data. a. primary b. ethnographic c. consensual d. secondary e. collaborative

Q: When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data? a. this information was already freely available to all interested parties b. the value of the research is unrelated to sample size c. the information can be collected quickly and at low cost d. the information will fit the university's needs exactly since it will be collected specifically for this study e. it will benchmark consumers' interest in grading equipment

Q: Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data. a. primary b. secondary c. dichotomous d. observation e. convenience

Q: The research design specifies: a. follow-up procedures for the research b. the information that will be found c. how the final report will be written d. how the information gathered will be used to predict external environmental changes e. the research questions to be answered

Q: _____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. a. A secondary data use plan b. The research collaborative plan c. An autonomous director d. The research design e. The sampling plan

Q: A(n) _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. a. syndicated vendor b. research directory c. marketing research aggregator d. secondary data provider e. marketing research compiler