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1 | |
A basic difference between secondary and primary data is that: |
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| | A) | Secondary data is data collected from Internet sources |
| | B) | Secondary data is based on a bigger pool of respondents |
| | C) | Secondary data is data collected for some other problem or issue |
| | D) | Secondary data is collected by outside research firms whereas primary data is collected by the firm that has the data need |
| | E) | Secondary data contains information on competitors |
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2 | |
John Smith does not like being interrupted by telemarketers while he is having his dinner or watching his favorite television show. In order to screen out telemarketer calls, he uses Caller ID. John is making use of a/an: |
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| | A) | Gatekeeper technology |
| | B) | Screen-hold device |
| | C) | Bouncer technology |
| | D) | Privacy Act technology |
| | E) | Offset technology |
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3 | |
A marketing researcher feels that her job is becoming more and more challenging. All of these factors could make the job of a marketing researcher more challenging EXCEPT: |
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| | A) | People are using gatekeeping technologies more extensively |
| | B) | Newer technologies are radically changing the way marketing research information is collected, processed, and distributed |
| | C) | The marketing researcher's firm has recently ventured into several foreign markets |
| | D) | Advances in statistical software have made it difficult to do data analysis |
| | E) | Marketing research is playing a more important role in strategy development |
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4 | |
In contrast to marketing researchers, management decision-makers are more focused on: |
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| | A) | scientific and technical analysis of emerging phenomenon |
| | B) | abstractions rather than concrete findings |
| | C) | market performance |
| | D) | proactive research |
| | E) | long-term strategic investigation of the marketplace |
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5 | |
Amanda makes the following observations after conducting a survey. Which of the following statements does not qualify as a data structure? |
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| | A) | Average buyer buys the product every three weeks |
| | B) | 500 respondents participated in the survey |
| | C) | 400 of the 500 respondents exhibited brand loyalty |
| | D) | Males are more likely to be brand loyal than females |
| | E) | Repeat buyers are more likely to buy the larger pack size of the product |
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6 | |
A researcher finds that respondents will probably misinterpret the term "salient" used in a couple of survey questions. If the research is conducted in a scientific manner, this problem will most likely get caught at which stage of the research process? |
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| | A) | Step 2- specification of research questions |
| | B) | Step 4- determine the research design |
| | C) | Step 7- pretest the questionnaire |
| | D) | Step 9- data analysis |
| | E) | Step 10- instrument problem identification |
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7 | |
It is important to evaluate the benefits of doing research and weigh them against the costs of doing the research. When should you do a formal evaluation of the expected value of the information? |
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| | A) | Before the beginning of Phase II |
| | B) | Before the beginning of Phase III |
| | C) | Before the beginning of Phase IV |
| | D) | All of the above |
| | E) | None of the above |
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8 | |
All of the following are examples of mechanical/electronic devices used as observation tools, EXCEPT: |
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| | A) | security cameras linked to videotaping equipment |
| | B) | fully-automated electronic mail surveys |
| | C) | scanning devices |
| | D) | air-hose traffic counters |
| | E) | Internet "cookies" |
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9 | |
Which phase of the research process involves the actual data collection? |
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| | A) | Phase I |
| | B) | Phase II |
| | C) | Phase III |
| | D) | Phase IV |
| | E) | Phase V |
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10 | |
After collecting the raw data, a researcher undertakes the process of data cleaning. In this step, the researcher is most likely engaged in: |
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| | A) | developing the coding schema for different variables |
| | B) | identifying and correcting any data entry errors |
| | C) | preparing cross-tabs of variables of interest |
| | D) | running some basic demographic classification of data |
| | E) | identifying variables that will cleanly identify the research objectives |
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11 | |
According to the Iceberg principle, the decision-maker is typically aware of about 35% of the true problem. |
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| | A) | True |
| | B) | False |
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12 | |
A construct (e.g., brand awareness, purchase intention) is a hypothetical variable. |
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| | A) | True |
| | B) | False |
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13 | |
Pilot studies are an example of causal research designs. |
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| | A) | True |
| | B) | False |
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14 | |
When drawing a sample, effort should be made to get respondents from the target population as well as from those not included in the target population. |
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| | A) | True |
| | B) | False |
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15 | |
After going through the eleven steps of the research process, the marketing researcher concludes the process by preparing and presenting a detailed research proposal. |
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| | A) | True |
| | B) | False |