Question 1: Which of the following is a response format?
a. Metric
b. Open-ended
c. Categorical
d. All of the above
Question 2: The collection of methods for making descriptions, such as percentages or averages, about the characteristics of the sample is called?
a. Descriptive statistics (Summarization)
b. Sampling
c. Inferential statistics (Generalization)
Question 3: Which of these is part of the sampling process?
a. Identify the population of interest and specify the sample frame
b. Specify the sample method and the sample size
c. Implement the sample plan and select the sample
d. All of the above
Question 4: Which of the following is best describes the response type for the question below?
a. Multiple-choice, categorical
b. Synthetic scale, metric
c. Open-ended, aided
d. Open-ended, unaided
Question 5: Which method is used for devising a research setting to attribute changes in one variable solely to a change in another variable?
a. Experiments
b. Focus groups
c. Surveys
d. Consumer panels
Question 6: Which of the following is a concern when developing questionnaires?
a. Using simple language
b. Being focused on the question design
c. Ensuring that all respondents interpret the question in the same way
d. All of the above
Question 7: When looking at a data file (aka the data matrix), the columns are the ___________ and the rows are the _____________.
a. Numbers for each respondent, answers for each respondent
b. Questions from the questionnaire; answers for each respondent
c. Answers for each respondent, questions from the questionnaire
d. None of the above
Question 8: Which of the following is/are an example of primary data?
a. White papers
b. Online survey
c. Focus group
d. b and c
Question 9: Demographic questions should go at the end of the survey.
True or False
Question 10: Given a sample of numbers, the number that appears most often is the median.
True or False
Question 11: Complicated questions should be placed at the beginning of the survey in case the respondent gets tired toward the end of the survey.
True or False
Question 12: Questions that access whether or not a respondent qualifies to participate in a research study are called _____________ questions?
a. Warm up
b. Skip
c. Transition
d. Screening
Question 13: The rating scale below is an example of a(n)?
a. Likert scale
b. Stapel scale
c. N-point scale
d. Semantic-Differential scale
Question 14: Which of the following survey flows is an example of the funnel approach?
a. Warm up questions, easy questions, hard questions, demographic questions
b. Warm up questions, questions about topic 1, questions about topic 2, questions about topic 3, demographic questions
c. Warm up questions, demographic questions, easy questions, questions about topics 1, 2, and 3
d. Warm up questions, general questions, specific questions, demographic questions
Question 15: Which of the following is an online sampling method?
a. Random online intercept sampling
b. Invitation online sampling
c. Online panel sampling
d. All of the above
Question 16: Which of the following should be included in the survey introduction?
a. The purpose of the survey
b. Reason for why the potential respondent was selected to participate in the survey
c. Request for the potential respondent's participation
d. All of the above
Question 17: Which of the following is the correct measure for central tendency of a categorical question?
a. Mean (average)
b. Median
c. Mode
d. Frequency
Question 18: Which of the following data collection methods would be more appropriate for research targeted to the business-to-business market about a product requiring demonstration?
a. CATI
b. Business-to-business surveying
c. In-office interview
d. Mall-intercept
Question 19: "Are you satisfied with your electronic devices like your IPad?" is an example of what type of questionnaire "don't" :
a. A leading question
b. A generalization
c. An implicit alternative
d. Position bias
Question 20: Which of the following are the correct p and q values for the most conservative case for estimating a variance for a percentage?
a. p = 0% and q = 100%
b. p = 25% and q = 75%
c. p = 50% and q = 50%
d. p = 75% and q = 25%
Question 21: The standard error calculations for a categorical and a metric question are the same.
True or False
Question 22: The lower the standard error, the more precisely the sample statistic will accurately represent the population parameter.
True
False
Question 23: What type of research examines the problems at hand and tracks them over time?
a. Experience surveys
b. Cross-sectional studies
c. Longitudinal studies
d. Population research
Question 24: The degree to which respondents share the typical response is the ____________?
a. Central tendency
b. Variability
c. Frequency
d. Range
Question 25: The only perfectly accurate sample is a census.
True
False
Question 26: Which of the following is NOT an accurate method for estimating a variance for a percentage?
a. Using data from a prior study
b. Conducting a small pilot study to estimate the variance
c. Assuming the most conservative case
d. Providing your best approximation
Question 27: The most typical response to a question is the ____________?
a. Central tendency
b. Variability
c. Frequency
d. Range
Question 28: Which types of data analysis should a researcher perform if s/he needs to calculate confidence intervals and perform hypothesis testing?
a. Description (Summarizing)
b. Speculation (Theorizing)
c. Generalization (Generalizing)
d. Relationships (Relating)
Question 29: Which of the following best describes clustered sampling?
a. Clustered sampling involves creating homogenous groups, selecting one or a few groups and then conducting a complete census of the selected group(s)
b. Clustered sampling involves creating heterogeneous groups, selecting random people from the different groups and then conducting the research
c. Clustered sampling involves creating groups of people in a systematic way and then selecting people from the different groups based a pre-determined interval
d. None of the above
Question 30: A structured question with several response alternatives, such as the type of cars: sedan, luxury, SUV, van, and crossover is called a:
a. Double-barreled question
b. Dichotomous question
c. Multiple choice question
d. Leading question
Question 31: ______________ research is structured and suitable to tabulation and statistical analysis.
a. Primary
b. Secondary
c. Quantitative
d. Qualitative
Question 32: The most common confidence level and corresponding z-score for marketing research is ___, ____.
a. 95%, 1.96
b. 95%, 2.58
c. 99%, 1.96
d. 99%, 2.58
Question 33: The following question: "Does Walmart offer better variety and lower prices than Target?" is a good example of a?
a. Loaded/biased question
b. Double-barreled question
c. Question that uses a specific example to represent the general case
d. Question that is not in the respondentâ s frame of reference
Question 34: Description (Summarizing) analysis is the most complex and the most valuable type of data analysis.
True
False
Question 35: When conducting a hypothesis test, if the z-score falls in the rejection region, there is no support for the hypothesis. Therefore, the hypothesis should be rejected.
True
False
Question 36: Which is the correct response format to use if the researcher wants the survey respondent to select all the soda brands they are familiar with, from a list of 7 soda brands?
a. Dual-choice, categorical
b. Multiple-choice, categorical
c. Synthetic scale, metric
d. Multiple-choice, synthetic
Question 37: Which of the following is NOT a type of data analysis used in Marketing Research?
a. Description (Summarizing)
b. Generalization (Generalizing)
c. Relationships (Relating)
d. All of the above are types of data analysis
Question 38: Which of the following best describes the difference between symptoms and a problem?
a. Problems are signals that alert the business there may be a bigger problem
b. Symptoms are signals that alert the business there may be a problem
c. Problems are the factors that cause the symptoms
d. Problems lead to symptoms
Question 39: The rating scale below is an example of?
a. A synthetic metric scale
b. A natural metric scale
c. A multiple choice categorical scale
d. A dual choice categorical scale
e. Stapel scale
Question 40: Target is planning to conduct a study among their Target cardholders. The research team has acquired a contact list of all Target cardholders and will use this list to invite potential respondents. Since this list contains all members of the research population, this list would be considered the _________________.
a. Population
b. Population estimate
c. Sample
d. Sample frame
Question 41: The question below is would be considered a(n) ___________ response format?
a. Metric
b. Categorical
c. Open-ended
d. Aided
Question 42: Which of the following is NOT a criteria for formulating research objectives?
a. Who do I need to collect information from?
b. What information do I need to collect?
c. How am I going to measure the information?
d. How should I present the research findings?
Question 43: Which of the following is NOT a probabilistic sampling method?
a. Simple random sampling
b. Quota sampling
c. Cluster sampling
d. Stratified sampling
Question 44: Which of the following is a type of secondary data:
a. Data found in industry articles
b. Data from the company's accounting records
c. Data from the company's customer database
d. All of the above
Question 44: Which of the following is an example of a qualitative research study?
a. Observations
b. Depth interviews
c. Focus groups
d. All of the above
Question 45: Random samples are always probabilistic.
True
False
Question 46: Which of the following best describes the importance of inferential statistics?
a. If done correctly, researchers are able to generalize or "project out" their sample findings to the broader population with a certain degree of confidence
b. If done correctly, researchers are able to summarize their sample findings with a certain degree of confidence
c. If done correctly, researchers are able to correlate their sample findings with a certain degree of confidence
d. All of the above
Question 47: What is the first step when conducting a hypothesis test?
a. Begin with a statement about what you believe exists in the population
b. Begin by drawing a random sample to obtain the sample statistic
c. Begin by determining the standard error
d. Begin by comparing computing the z-score
Question 48: The sample plan determines:
a. The accuracy of the sample results
b. The number of people to be included in the research sample
c. The process used to select the types of people from the research population
d. The researcher's ability to validate the sample results
Question 49: Which of the following is the correct measure for central tendency of a metric question?
a. Mean (average)
b. Median
c. Mode
d. Frequency
Question 50: Suppose you are shopping online at Zappos.com. While on the website you receive a pop-up message to take part in a customer satisfaction survey about your current shopping experience. The type of online sampling method Zappos employed here is _____________ .
a. Random online intercept sampling
b. Invitation online sampling
c. Online panel sampling
d. All of the above
Question 51: Consider the following survey results:
Question: How likely are you to purchase an iPhone the next time you purchase a smartphone?
What is the central tendency for this question?
a. Very likely
b. Somewhat likely
c. Not very likely
d. Not at all likely
Question 52: Read the following case carefully and answer the case study questions at the end.
New balance: attaining a balance in marketing strategy
The U.S. athletic footwear market is likely to grow slowly from 2010 to 2015, according to a recently published report from Mintel International. This is due to the factors such as overly complex manufacturer-retailer relationships that sap brand loyalty and foster excessive bargain hunting, a slow-growth economy, and competition from other shoe manufacturers, as the previously distinct line between athletic and other types of shoes becomes blurred. In addition, weak retail pricing is likely to lead to more of a two-tier market - (1) an upscale shoe market for those most dedicated to athletic shoes (young males) and those with higher levels of discretionary income and (2) a mass market for the rest of the nation. One bright spot revealed by Mintel's consumer research is that respondents overwhelmingly agree that they are willing to "spend money on good sneakers."
Jim Davis, chair of the New Balance Athletic Shoe, Inc. is trying to appeal to those consumers identified in Mintel's research. New Balance rose quickly; starting mid-1990's to become the third-largest seller in of athletic shoes. In strategy, New Balance mirrored Nike by launching the largest possible number of shoes styles and selling primarily through specialty athletic shoe stores and sporting goods stores. A big difference, however, was that New Balance created an upscale brand image that aimed to attract a greater number of 35- to 64-year-olds. Times are changing, however, and New Balance is learning that it must also change to keep improving its market growth and profits.
In order to increase the market share of New Balance, Jim Davis is proposing to increase the promotion of the brand by looking at sponsorships and promotions as a way to gain notoriety for its product. Some of the events included the Chicago Marathon, the title sponsorship for the national indoor track and field championships in New York, various walking organizations and the U.S. modern pentathlon team. An alternative strategy is to boost media spending. Most of the increase is allotted for television advertising of men's running and cross-training shoes. New Balance also will run print ads accenting men's and women's running shoes and women's walking shoes, focusing on the Baby-Boomer crowd.
A market research project was put into place in order to choose which strategy will prove to be more effective. Researchers conducted 500 surveys to potential customers (35- to 64-year-old adults) selected using a stratified sampling procedure in Chicago and New York. The purpose of the survey was to describe the overall attitude towards both promotional ideas and to determine which promotion is likely to reach a higher percentage of the target market.
Which is New Balance's problem /opportunity?
a. Determine what sporting event is more likely to reach New Balanceâ s potential target market
b. Determine how New Balance should allocate its media dollars: TV or print ads
c. Decide which promotion strategy will be the most effective: event sponsorship or media advertising
d. All of the above
Question 53: Which of these research objectives best fits with the research described in this case?
a. Conduct surveys among 500 potential New Balance customers (aged 35-64) to determine future purchase intent after brand exposure at an event or via TV/print media as measured by how likely to purchase New Balance shoes on a 7-point scale
b. Conduct interviews among 500 potential New Balance customers (aged 35-64) to determine future purchase intent after brand exposure at an event or via TV/print media as measured by how likely to purchase New Balance shoes on a 7-point scale
c. Design a causal research experiment in which 500 consumers (aged 35-64) attending a sporting event in Chicago and New York are asked to try on unbranded running shoes and describe and rate the fit and feel of the shoe. Shoe brands to include in the experiment are New Balance, Nike, and Adidas
d. Conduct a series of focus groups to target 500 New Balance customers (aged 35-64) attending a sporting event in Chicago and New York are asked to try on unbranded running shoes and describe and rate the fit and feel of the shoe. Shoe brands to include in the discussion are New Balance, Nike, and Adidas
Question 54: Which type of research design/s did the research group use?
a. Exploratory
b. Descriptive
c. Causal
d. a and c