quiz bank brm

8/19/2019 Quiz Bank BRM

1/118

Chapter-1

35) Research is everything except ________.A) systematic

B) politically biasedC) objectiveD) useul or the purpose o improving decision!ma"ingAns#er$ BDi$ % &age Re$ '( $ %

3*) +he procedures ollo#ed at each stage o research are methodologically sound, #elldocumented, and, as much as possible, planned in advance. +he previous statement deines the ________ aspect o the deinition o mar"eting research.A) systematic

B) accuracyC) identiication o inormationD) collection o inormationAns#er$ ADi$ % &age Re$ '( $ %

3') -ach phase o the research process is important. in the irst phase o the process the problem is identiied, #hat is done ater that but beore data is collected/A) Determine the solution to the problem, identiy relevant inormation sources and evaluatedata collection methodsB) Determine #hat inormation is needed, identiy relevant inormation sources, and evaluatedata collection methodsC) Determine the solution to the problem, determine #hat inormation is needed, and identiyrelevant inormation sources.D) Determine #hat inormation is needed, evaluate data collection methods, and analy0e the dataAns#er$ BDi$ 3 &age Re$ 1( $ %

32) ________ is underta"en to help identiy problems that are perhaps not apparent on thesurace and yet eist or are li"ely to arise in the uture.A) &roblem identiication researchB) 4egmentation researchC) &roblem solving researchD) ar"eting inormation systemsAns#er$ ADi$ % &age Re$ '( $ %

31) ________ is a type o problem identiication research.


2/118

A) Distribution researchB) &ricing researchC) ar"et characteristics researchD) &romotion researchAns#er$ C

Di$ 3 &age Re$ 2( $ %

67) 8hich o the issues listed belo# #ould be addressed using problem!solving research/A) the need to understand mar"et potentialB) the need to understand current cultural trendsC) the need to understand changes in consumer behaviorD) the need to determine #here to locate retail outletsAns#er$ DDi$ 3 &age Re$ 2( $ %

6%) ________ is conceptuali0ed as consisting o si steps #hich include problem deinition,developing an approach to the problem, research design ormulation, ield #or", data preparationand analysis, and report generation and presentation.A) Research processB) normation systemsC) Research problemD) A decision support systemAns#er$ ADi$ % &age Re$ 1( $ %

66) 8hich o the tas"s belo# might be conducted by the researcher during the 9problemdeinition,9 the 9development o an approach to the problem,9 or the 9research designormulation9 steps o the mar"eting research process/A) analysis o secondary dataB) intervie#s #ith industry epertsC) :ualitative researchD) all o the aboveAns#er$ DDi$ 3 &age Re$ ;7!;;( $ %


3/118

Chapter-2

37) +he ________ is a broad statement o the general problem and identiication o the speciiccomponents o the mar"eting research problem.A) problem audit

B) management problemC) problem deinitionD) none o the aboveAns#er$ CDi$ % &age Re$ 3'( $ ;

3;) According to the problem deinition and approach development process as sho#n in


4/118

A) Access to the D may be diicult and some organi0ations have complicated protocols oraccess to top eecutives.B) +he organi0ational status o the researcher or the research department may ma"e it diicult toreach the "ey D in the early stages o the project.C) +here may be more than one "ey D and meeting #ith them collectively or individually may

be diicult.D) All o the above are correct.Ans#er$ DDi$ 3 &age Re$ 32!31AAC4B$ Communication( $ %

35) +he ________ provides a useul rame#or" or interacting #ith the D and identiying theunderlying causes o the problem.A) problem auditB) management problem

C) problem deinitionD) none o the aboveAns#er$ ADi$ % &age Re$ 32( $ %

3*) +he ________ is a comprehensive eamination o a mar"eting problem #ith the purpose ounderstanding its origin and nature.A) problem auditB) management problemC) problem deinitionD) none o the aboveAns#er$ ADi$ % &age Re$ 32( $ %

3') t is important to perorm a problem audit because ________.A) the D "no#s the cause o the problemB) Ds tend to ocus on symptoms rather than on causesC) the D, in most cases, has only a vague idea o #hat the problem isD) both B and C are correctAns#er$ DDi$ % &age Re$ 31( $ %

32) +he interaction bet#een the D and the researcher should be characteri0ed by the seven Cs.8hich o the ollo#ing is not one o the seven Cs/A) continuityB) communicationC) causalityD) candor


5/118

Ans#er$ CDi$ % &age Re$ 67AAC4B$ Communication( $ %

67) ntervie#s #ith industry eperts

individuals "no#ledgeable about the irm and theindustrymay help ormulate the mar"eting research problem. 8hich o the ollo#ingstatements is true about intervie#s #ith industry eperts/A) +hese eperts may be ound both inside and outside the irm.B) +ypically, epert inormation is obtained by unstructured personal intervie#s #ithoutadministering a ormal :uestionnaire.C) t is helpul to prepare a list o topics to be covered during the intervie#.D) All o the above are true.Ans#er$ DDi$ % &age Re$ 67!6;AAC4B$ Communication

( $ %

6;) Because o potential diiculties #hen see"ing advice rom eperts, it is best to useintervie#s #ith eperts #hen conducting mar"eting research ________.A) or industrial irmsB) or products o a technical natureC) in situations #here little inormation is available rom other sourcesD) all o the aboveAns#er$ DDi$ 3 &age Re$ 67AAC4B$ Communication

( $ %

6%) 8hich o the ollo#ing statements about secondary data is true/A) 4econdary data are originated by the researcher or the speciic purpose o addressing theresearch problem at hand.B) 4econdary data are an economical and :uic" source o bac"ground inormation.C) &rimary data should not be collected until the available secondary data have been ullyanaly0ed.D) Both B and C are true.Ans#er$ DDi$ ; &age Re$ 6;( $ %

63) ________ is an unstructured, eploratory research methodology based on small samplesintended to provide insight and understanding o the problem setting.A) &rimary researchB) >ualitative researchC) 4econdary researchD) >uantitative researchAns#er$ B


6/118

Di$ % &age Re$ 6;!6%( $ %

66) ________ is not a :ualitative research techni:ue.A) Depth intervie#

B) 8ord associationC)


7/118

5;) ________ is the problem conronting the decision ma"er. t as"s #hat the decision ma"erneeds to do.A) +he environmental contet o the problemB) +he management decision problemC) +he mar"eting research problem

D) &roblem deinitionAns#er$ BDi$ ; &age Re$ 6'AAC4B$ Relective +hin"ing( $ 6

5%) ________ is a problem that entails determining #hat inormation is needed and ho# it can beobtained in the most easible #ay.A) +he environmental contet o the problemB) +he management decision problemC) +he mar"eting research problem

D) &roblem deinitionAns#er$ CDi$ % &age Re$ 6'AAC4B$ Relective +hin"ing( $ 6

53) +he management decision problem ocuses on ________, #hile the mar"eting research problem ocuses on ________.A) symptoms? solutionsB) symptoms? underlying causesC) solutions? underlying causesD) none o the aboveAns#er$ BDi$ 3 &age Re$ 62AAC4B$ Relective +hin"ing( $ 6

56) Based on +able %.; in the tet, #hich statement is true about the management decision problem/A) t as"s #hat inormation is needed and ho# it should be obtained.B) t is inormation oriented.C) t as"s #hat the decision ma"er needs to do.D) t ocuses on the underlying causes.Ans#er$ CDi$ ; &age Re$ 62AAC4B$ Relective +hin"ing( $ 6

55) Based on +able %.; in the tet, #hich statement is true about the mar"eting research problem/


8/118

A) t ocuses on underlying causes.B) t ocuses on symptoms.C) t is inormation oriented.D) Both A and C are correct.Ans#er$ D

Di$ % &age Re$ 62AAC4B$ Relective +hin"ing( $ 6

5') 8hich statement is true concerning deining the mar"eting research problem/A) +he deinition should allo# the researcher to obtain all the inormation needed to address themanagement decision problem.B) +he deinition should guide the researcher in proceeding #ith the project.C) +he mar"eting research problem should be stated in broad, general terms #ith speciiccomponents identiied.D) All o the above are correct.Ans#er$ DDi$ % &age Re$ 61AAC4B$ Relective +hin"ing( $ 5

52) +he outputs o the approach development process should include all o the ollo#ingcomponents except ________.A) objective=theoretical rame#or"B) analytical modelsC) hypothesesD) all o the aboveAns#er$ DDi$ 3 &age Re$ 5;AAC4B$ Analytic 4"ills( $ *

*6) ________ are reined statements o the speciic components o the problem.A) @ypothesesB) Research :uestionsC) ar"eting research problemsD) Analytical modelsAns#er$ BDi$ 3 &age Re$ 5%

AAC4B$ Analytic 4"ills( $ *


9/118

*5) 8hich statement about hypotheses is not true/A) A hypothesis is an unproven statement or proposition about a actor or phenomenon that is ointerest to the researcher.B) @ypotheses are declarative and can be tested empirically.C) t is possible to ormulate hypotheses in all situations.

D) An important role o a hypothesis is to suggest variables to be included in the research design.Ans#er$ CDi$ 3 &age Re$ 53!56AAC4B$ Analytic 4"ills( $ *


10/118

Chapter-3

3') 8hich statement is not true about research design/A) Research design is a rame#or" or conducting the mar"eting research project.B) Research design speciies the measurement and scaling procedures.

C) Research design is underta"en beore developing the approach to the problem.D) Research design is underta"en ater the mar"eting research problem is deined.Ans#er$ CDi$ 3 &age Re$ *1AAC4B$ Relective +hin"ing( $ ;

32) ________ is a rame#or" or blueprint or conducting the mar"eting research project. tspeciies the details o the procedures necessary or obtaining the inormation needed to structureand=or solve mar"eting research problems.A) Research classiicationB) Research designC) Design ormulationD) one o the aboveAns#er$ BDi$ % &age Re$ '7( $ ;

31) +ypically, a ________ involves the tas"s o designing the inormation needed, speciying themeasurement and scaling procedures, and developing a plan o data analysis.A) research classiicationB) research designC) design ormulation

D) none o the aboveAns#er$ BDi$ 3 &age Re$ '7( $ ;

67) 8hich o the ollo#ing tas"s is not a component o research design/A) Design the eploratory, descriptive, and=or causal phases o the research.B) Construct and pretest a :uestionnaire intervie#ing orm) or an appropriate orm or datacollection.C) 4peciy the sampling process and sample si0e.D) Develop hypotheses.

Ans#er$ DDi$ 3 &age Re$ '7( $ ;

6;) Research designs may be broadly classiied as ________ or ________


11/118

C) eploratory? conclusiveD) conclusive? descriptiveAns#er$ CDi$ % &age Re$ '7!';( $ ;

6%) -ploratory research is used in all o the ollo#ing cases except ________.A) selecting the course o action to ta"e in a given situationB) #hen you must deine the problem more preciselyC) #hen you must identiy relevant courses o actionD) #hen you must gain additional insights beore an approach can be developedAns#er$ ADi$ 3 &age Re$ '%( $ ;

63) +he primary objective o ________ is to provide insights into, and an understanding o, the

problem conronting the researcher.A) eploratory researchB) conclusive researchC) causal researchD) descriptive researchAns#er$ ADi$ % &age Re$ '%( $ ;

66) ________ is research designed to assist the decision ma"er in determining, evaluating, andselecting the best course o action to ta"e in a given situation.A) -ploratory researchB) Conclusive researchC) Comple researchD) &roblem!identiication researchAns#er$ BDi$ % &age Re$ '7!'%AAC4B$ Relective +hin"ing( $ ;

6*) oan needs to determine #hich variables and relationships she should eamine urther as parto the research she is conducting or the


12/118

6') 8hich o the objectives belo# #ould best represent eploratory research/A) Describe mar"et characteristics or unctions.B) Determine cause and eect relationships.C) &rovide insights and understanding.

D) +est speciic hypotheses and eamine relationships.Ans#er$ CDi$ % &age Re$ '7!'3( $ ;

62) 8hich o the objectives belo# #ould best represent conclusive research/A) Describe mar"et characteristics or unctions.B) Determine cause and eect relationships.C) &rovide insights and understanding.D) A and B are correct.Ans#er$ D

Di$ % &age Re$ '7!'3( $ ;

61) there #ere a need to isolate "ey variables and relationships or urther eamination, it#ould be best to perorm ________.A) descriptive researchB) causal researchC) eploratory researchD) conclusive researchAns#er$ CDi$ % &age Re$ '7!'3( $ ;

57) 8hich o the ollo#ing statements is not true about eploratory research/A) t is leible.B) t is a pre!planned and structured design.C) t is versatile.D) t is oten the ront end o total research design.Ans#er$ BDi$ % &age Re$ '7!'3( $ ;

5;) 8hich data collection method is used in causal research/

A) eperimentsB) surveysC) epert surveysD) panelsAns#er$ ADi$ % &age Re$ 2;AAC4B$ Relective +hin"ing( $ %


13/118

5%) erry and the team #or"ing on the Roger +ire Company mar"eting research project aredeveloping #ays to test their hypothesis that drivers o larger truc"s preer dual belted radialtires. 8hat type o research are they conducting/A) simple research

B) eploratory researchC) descriptive researchD) causal researchAns#er$ CDi$ 3 &age Re$ '6AAC4B$ Relective +hin"ing( $ %

53) ou #or" or nnovative


14/118

Di$ % &age Re$ '6AAC4B$ Relective +hin"ing( $ %

5*) A ormal research design speciies the methods or selecting the sources o inormation and

or collecting data rom those sources. A ________ design re:uires a clear speciication o the#ho, #hat, #hen, #here, #hy, and #ay the si 8s) o the research.A) descriptiveB) causalC) eploratoryD) none o the aboveAns#er$ ADi$ % &age Re$ '6AAC4B$ Relective +hin"ing( $ %

5') Descriptive research, in contrast to eploratory research, is mar"ed by all o the ollo#ingexcept ________.A) a clear statement o the problemB) speciic hypothesesC) detailed inormation needsD) leibilityAns#er$ DDi$ 3 &age Re$ '%AAC4B$ Relective +hin"ing( $ %

52) ________ designs involve the collection o inormation rom any given sample o populationelements only once.A) -ploratoryB) CausalC) Cross!sectionalD) one o the aboveAns#er$ CDi$ % &age Re$ '*( $ %

51) ________ is a cross!sectional design in #hich one sample o respondents is dra#n rom thetarget population and inormation is obtained rom this sample once.

A) ultiple cross!sectional designB) 4ingle cross!sectional designC) Cohort analysisD) one o the aboveAns#er$ BDi$ % &age Re$ '*( $ %


15/118

*7) ________ is the most used descriptive design in mar"eting research.A) (ongitudinal designB) -ploratory designC) Cross!sectional designD) one o the above

Ans#er$ CDi$ % &age Re$ '*( $ %

*;) 4ingle cross!sectional designs are also called ________.A) eperiment designsB) sample survey research designsC) :ualitative research designsD) none o the aboveAns#er$ BDi$ % &age Re$ '*

( $ %

*%) ________ is a cross!sectional design in #hich there are t#o or more samples o respondentsand inormation is obtained rom each sample only once.A) ultiple cross!sectional designB) 4ingle cross!sectional designC) Cohort analysisD) one o the aboveAns#er$ ADi$ % &age Re$ '*( $ %

*3) ________ is a multiple cross!sectional design consisting o a series o surveys conducted atappropriate time intervals, #here the cohort serves as the basic unit o analysis.A) ultiple cross!sectional designB) 4ingle cross!sectional designC) Cohort analysisD) one o the aboveAns#er$ CDi$ % &age Re$ ''( $ %

*6) 8hich o the ollo#ing statements is true about cohort analysis/

A) A cohort is a group o respondents #ho eperience the same event #ithin the same timeinterval.B) t is unli"ely that any o the individuals studied at time one #ill also be in the sample at timet#o.C) +he term cohort analysis reers to any study in #hich there are measures o somecharacteristics o one or more cohorts at t#o or more points in time.D) All are correct.Ans#er$ D


16/118

Di$ ; &age Re$ ''AAC4B$ Relective +hin"ing( $ %

*5) ________ is a type o research design involving a ied sample o population elements that is

measured repeatedly. +he sample remains the same over time thus providing a series o pictures#hich, #hen vie#ed together, portray a vivid illustration o the situation and the changes that areta"ing place over time.A) -ploratory research designB) Causal research designC) Cross!sectional research designD) (ongitudinal research designAns#er$ DDi$ % &age Re$ '*AAC4B$ Relective +hin"ing( $ %

**) +he :uestion, 9@o# did the American people rate the perormance o Feorge 8. Bushimmediately ater the #ar in Aghanistan/9 #ould be addressed using a ________. @o#ever, a ________ #ould be used to address the :uestion, 9@o# did the American people change theirvie# o BushEs perormance during the #ar in Aghanistan/9A) longitudinal design? multiple cross!sectionalB) cross!sectional design? longitudinal designC) longitudinal? cross!sectional designD) none o the aboveAns#er$ BDi$ 3 &age Re$ '2AAC4B$ Relective +hin"ing( $ %

*') 4ometimes the term ________ is used interchangeably #ith the term longitudinal design.A) eperimentB) panelC) surveyD) none o the aboveAns#er$ BDi$ % &age Re$ '2( $ %

*2) ________ reers to a sample o respondents #ho have agreed to provide inormation atspeciied intervals over an etended period.A) -perimentB) 4urveyC) &anelD) one o the aboveAns#er$ CDi$ % &age Re$ '2


17/118

( $ %

*1) A major advantage o ________ over the cross!sectional design is the ability to detect changeas a result o repeated measurement o the same variables on the same sample.A) longitudinal design

B) descriptive research designC) causal research designD) conclusive research designAns#er$ ADi$ % &age Re$ '1( $ %

'7) All o the ollo#ing are advantages o longitudinal designs over cross!sectional designs+able 3.6 in the tet) except ________.A) detecting changeB) accuracy

C) large amount o data collectionD) representative samplingAns#er$ DDi$ 3 &age Re$ '1( $ %

';) 8hich o these statements is true about panels/A) Relatively large amounts o data can be collected.B) &anel data can be more accurate than cross!sectional data.C) &anels may not be representative.D) All o the above statements are correct.Ans#er$ DDi$ % &age Re$ '2( $ %

'%) According to your tet, non!representativeness in panels may arise because o all o theollo#ing except ________.A) respondent intelligenceB) mortalityC) reusal to cooperateD) paymentAns#er$ ADi$ 3 &age Re$ '2!'1

( $ %

'3) 8hen trying to determine #hich research design is best to choose, it is best to begin #itheploratory research i the objective o the research is to ________.A) test hypothesesB) conduct an annual customer satisaction surveyC) deine the problem more preciselyD) :uantiy the relative salience o social causes that businesses should be concerned about


18/118

Ans#er$ CDi$ % &age Re$ 2%!23( $ %

'6) ________ is the variation bet#een the true mean value in the population o the variable o

interest and the observed mean value obtained in the mar"eting research project.A) easurement errorB) Recording errorC) +otal errorD) Cheating errorAns#er$ CDi$ % &age Re$ 25AAC4B$ Analytic 4"ills( $ 3

'5) ________ is the error due to the particular sample selected being an imperect representation

o the population o interest. t may be deined as the variation bet#een the true mean value orthe sample and the true mean value o the population.A) Random sampling errorB) on!response errorC) on!sampling errorD) Response errorAns#er$ ADi$ % &age Re$ 25AAC4B$ Analytic 4"ills( $ 3

'*) ________ are errors that can be attributed to sources other than sampling, and they can berandom or nonrandom.A) Random sampling errorB) on!response errorC) on!sampling errorD) Response errorAns#er$ CDi$ % &age Re$ 25AAC4B$ Analytic 4"ills( $ 3

'') ________ is a type o non!sampling error arising rom respondents #ho do respond but give

inaccurate ans#ers, or their ans#ers are mis!recorded or mis!analy0ed. t may be deined as thevariation bet#een the true mean value o the variable in the net sample and the observed meanvalue obtained in the mar"eting research project.A) Random sampling errorB) on!response errorC) on!sampling errorD) Response errorAns#er$ D


19/118

Di$ % &age Re$ 2*AAC4B$ Analytic 4"ills( $ 3

'2) ________ is a type o non!sampling error that occurs #hen some o the respondents included

in the sample do not respond. +his error may be deined as the variation bet#een the true meanvalue o the variable in the original sample and the true mean value in the net sample.A) Random sampling errorB) on!response errorC) on!sampling errorD) Response errorAns#er$ BDi$ % &age Re$ 2*AAC4B$ Analytic 4"ills( $ 3

'1) +he variation bet#een the population deined by the researcher and the population as implied by the sampling rame list) used is ________.A) :uestioning errorB) un#illingness errorC) sampling rame errorD) recording errorAns#er$ CDi$ ; &age Re$ 2*AAC4B$ Analytic 4"ills( $ 3

27) +he error that arises rom the respondentEs un#illingness to provide accurate inormation is ________. Respondents may intentionally misreport their ans#ers because o a desire to providesocially acceptable ans#ers, avoid embarrassment, or please the intervie#er.A) :uestioning errorB) un#illingness errorC) sampling rame errorD) recording errorAns#er$ BDi$ ; &age Re$ 2'AAC4B$ Analytic 4"ills( $ 3

2;) n a recent study, the population o the aluent households #as deined in our dierent#ays$ ;) households #ith income o G57,777 or more? %) the top %7 percent o households, asmeasured by income? 3) households #ith net #orth over G%57,777? and 6) households #ithspendable discretionary income 37 percent higher than that o comparable households. +henumber and characteristics o the aluent households varied depending upon the deinition,underscoring the need to avoid ________.A) sampling rame errorB) respondent selection error


20/118

C) measurement errorD) population deinition errorAns#er$ DDi$ 3 &age Re$ 2*AAC4B$ Analytic 4"ills

( $ 3

23) ________ is deined as the oicial layout o the planned mar"eting research activity ormanagement. t describes the research problem, the approach, the research design, datacollection methods, data analysis methods, and reporting methods.A) Research designB) +he critical path methodC) +he mar"eting research proposalD) +he mar"eting research problemAns#er$ CDi$ % &age Re$ 22

( $ 5

26) +he mar"eting research proposal consists o many sections. +he ________ section isnormally a statement o the problem, including the speciic components.A) problem deinition=objectives o the researchB) approach to the problemC) eecutive summaryD) research designAns#er$ ADi$ % &age Re$ 22( $ 5

25) +he ________ section o the mar"eting research proposal should discuss ho# the data #ill becollected and #ho #ill collect it. +he ________ section o the proposal discusses the "ind odata analysis that #ill be conducted and ho# the results #ill be interpreted.A) appendices? data analysisB) ield#or"=data collection? reportingC) research design? data analysisD) ield#or"=data collection? data analysisAns#er$ DDi$ ; &age Re$ 22( $ 5


21/118

Chapter-7

6*) +he scientiic concept o causality is comple. 9Causality9 means something very dierent tothe average person on the street than to a scientist. the ordinary meaning o a statement is 9His the only cause o ,9 its related scientiic meaning is$ ________.

A) the occurrence o H ma"es the occurrence o B) #e can never prove that H is a cause o . At best, #e can iner that H is a cause o C) H is only one o a number o possible causes o D) one o the above is correct.Ans#er$ CDi$ 3 &age Re$ %;2AAC4B$ Relective +hin"ing( $ ;

6') +he conditions that must be satisied beore ma"ing causal inerences include all o theollo#ing except ________.A) time order o occurrence o variablesB) role o evidenceC) concomitant variationD) elimination o other possible actorsAns#er$ BDi$ % &age Re$ %;2AAC4B$ Relective +hin"ing( $ ;

62) ________ is the etent to #hich a cause, H, and an eect, , occur together or vary togetherin the #ay predicted by the hypothesis under consideration.A) +he time order o occurrence o variables

B) +he role o evidenceC) Concomitant variationD) +he elimination o other possible actorsAns#er$ CDi$ % &age Re$ %;1!%%7AAC4B$ Relective +hin"ing( $ ;

61) +he statement EAn eect cannot be produced by an event that occurs ater the eect has ta"en place,E reers to ________.A) the time order o occurrence o variables

B) the role o evidenceC) concomitant variationD) the elimination o other possible actorsAns#er$ ADi$ % &age Re$ %;1!%%7AAC4B$ Relective +hin"ing( $ ;


22/118

57) 8hich o the ollo#ing statements is not true concerning the time order o occurrence ovariables/A) n an ater!the!act eamination o the situation, #e can never conidently rule out all othercausal actors.B) +he causing event must occur either beore or simultaneously #ith the eect? it cannot occur

ater#ards.C) An eect cannot be produced by an event that occurs ater the eect has ta"en place.D) t is possible or each event in a relationship to be both a cause and an eect o the otherevent.Ans#er$ ADi$ % &age Re$ %;1!%%7AAC4B$ Relective +hin"ing( $ ;

5;) ________ means that the actor or variable being investigated should be the only possiblecausal eplanation.A) +he time order o occurrence o variablesB) +he role o evidenceC) Concomitant variationD) +he absence o other possible causal actorsAns#er$ DDi$ % &age Re$ %;1!%%7AAC4B$ Relective +hin"ing( $ ;

5%) 8hen considering ________, accumulated evidence rom several investigations increasesour conidence that a causal relationship eists.A) the time order o occurrence o variablesB) the role o evidenceC) concomitant variationD) the elimination o other possible actorsAns#er$ BDi$ % &age Re$ %;1!%%7AAC4B$ Relective +hin"ing( $ ;

53) -perimental design is the set o eperimental procedures speciying the test units andsampling procedures and all o the ollo#ing except ________.A) speciying the independent variables

B) speciying the dependent variablesC) speciying the plan or data analysisD) speciying ho# to control the etraneous variablesAns#er$ CDi$ 3 &age Re$ %%;( $ ;

56) n the e# or" coupon eperiment mentioned in your tet, the eperiment #as conducted


23/118

to test the eects o the ace value o coupons on the li"elihood o coupon redemption. 4ubjects#ere randomly assigned to % treatment groups. ne group #as oered ;5!cent coupons and theother 57!cent coupons or our products. During the intervie#s, the respondents ans#ered:uestions about #hich brands they used and ho# li"ely they #ere to cash coupons o the givenace value the net time they shopped. n the preceding eperiment, the dependent variable that

#as ________.A) brand usageB) the value o the coupon ;5!cent versus 57!cent coupon)C) the li"elihood o cashing the couponD) individual shoppersAns#er$ CDi$ % &age Re$ %%;!%%%AAC4B$ Analytic 4"ills( $ ;

55) n the e# or" coupon eperiment mentioned in your tet, the eperiment #as conductedto test the eects o the ace value o coupons on the li"elihood o coupon redemption. 4ubjects#ere randomly assigned to % treatment groups. ne group #as oered ;5!cent coupons and theother 57!cent coupons or our products. During the intervie#s, the respondents ans#ered:uestions about #hich brands they used and ho# li"ely they #ere to cash coupons o the givenace value the net time they shopped. n the preceding eperiment, the independent variablethat #as manipulated #as ________.A) brand usageB) the value o the coupon ;5!cent versus 57!cent coupon)C) the li"elihood o cashing the couponD) individual shoppersAns#er$ BDi$ % &age Re$ %%;!%%%AAC4B$ Analytic 4"ills( $ ;

5*) n the e# or" coupon eperiment mentioned in your tet, the eperiment #as conductedto test the eects o the ace value o coupons on the li"elihood o coupon redemption. 4ubjects#ere randomly assigned to % treatment groups. ne group #as oered ;5!cent coupons and theother 57!cent coupons or our products. During the intervie#s, the respondents ans#ered:uestions about #hich brands they used and ho# li"ely they #ere to cash coupons o the givenace value the net time they shopped. n the preceding eperiment, the test units #ere ________.A) brand usage

B) the value o the coupon ;5!cent versus 57!cent coupon)C) the li"elihood o cashing the couponD) individual shoppersAns#er$ DDi$ % &age Re$ %%;!%%%AAC4B$ Analytic 4"ills( $ ;


24/118

5') Ising the set o symbols commonly used in mar"eting research to denote eperimentaldesigns, #hich symbol belo# represents the eposure o a group to an independent variable,treatment, or event the eects o #hich are to be determined/A) +B)

C) RD) HAns#er$ DDi$ % &age Re$ %%%( $ ;

52) Ising the set o symbols commonly used in mar"eting research to denote eperimentaldesigns, #hich symbol belo# represents the random assignment o test units or groups toseparate treatments/A) +B) C) RD) HAns#er$ CDi$ % &age Re$ %%%( $ ;

51) Ising the set o symbols commonly used in mar"eting research to denote eperimentaldesigns, #hich symbol belo# represents the process o observation or measurement o thedependent variable on the test units or group o units/A) +B) C) RD) HAns#er$ BDi$ % &age Re$ %%%( $ ;

*7) 8hich eperimental design means that t#o groups o test units #ere randomly assigned tot#o dierent treatment groups at the same time, and the dependent variable #as measured in thet#o groups simultaneously/

A) R H; ;

R H% %

B) R H; ;% H% %

C) H ; %

H ; %

D) R H; ;

R H; ;Ans#er$ A


25/118


26/118

Di$ % &age Re$ %%3!%%6( $ 3

*5) ________ reers to an eect o testing occurring #hen a prior observation aects a latterobservation.

A) ortalityB) nteractive testing eectC) aturationD) ain testing eectAns#er$ DDi$ 3 &age Re$ %%6( $ 3

**) ________ reers to an eect in #hich a prior measurement aects the test unitEs response tothe independent variable.A) ortalityB) nteractive testing eectC) aturationD) ain testing eectAns#er$ BDi$ 3 &age Re$ %%6( $ 3

*') ________ reers to an etraneous variable involving changes in the measuring instrument orin the observers or scores themselves.A) nstrumentationB) 4tatistical regressionC) 4election biasD) one o the aboveAns#er$ ADi$ ; &age Re$ %%6( $ 3

*2) ________ reers to an etraneous variable that occurs #hen test units #ith etreme scoresmove closer to the average score during the course o the eperiment.A) nstrumentationB) 4tatistical regressionC) 4election biasD) one o the above

Ans#er$ BDi$ 3 &age Re$ %%6( $ 3

*1) ________ reers to an etraneous variable attributable to the improper assignment o testunits to treatment conditions.A) nstrumentationB) 4tatistical regression


27/118

C) 4election biasD) one o the aboveAns#er$ CDi$ % &age Re$ %%6!%%5( $ 3

'7) ________ reers to an etraneous variable attributable to the loss o test units #hile theeperiment is in progress.A) ortalityB) nteractive testing eectC) aturationD) ain testing eectAns#er$ ADi$ 3 &age Re$ %%5( $ 3

';) the eperimental design called or the respondents to be randomly assigned to one o threeeperimental groups and or one o three versions o a test commercial to be randomlyadministered to each group, this design #ould be using ________.A) design controlB) statistical controlC) randomi0ationD) matchingAns#er$ CDi$ ; &age Re$ %%5AAC4B$ Analytic 4"ills( $ 3

'%) ________ involves measuring the etraneous variables and adjusting or their eects throughstatistical analysis.A) Design controlB) 4tatistical controlC) Randomi0ationD) atchingAns#er$ BDi$ ; &age Re$ %%5!%%*( $ 3

'3) in test mar"eting a ne# product, the researcher ensures that the product is positioned in the

correct aisle in each store and obtains the right level o store acceptance and all commodityvolume distribution, more than li"ely, the researcher used ________ to help control oretraneous variables.A) design controlB) statistical controlC) randomi0ationD) matchingAns#er$ A


28/118

Di$ 3 &age Re$ %%*( $ 3

'6) +he one!group pretest!posttest is a type o ________. +hese designs do not control oretraneous actors by randomi0ation.

A) :uasi!eperimental designB) true eperimental designC) statistical designD) preeperimental designAns#er$ DDi$ % &age Re$ %%'AAC4B$ Analytic 4"ills( $ 6

'5) &retest!posttest control group and 4olomon our!group designs are ________ distinguished by the act that the researcher can randomly assign test units to eperimental groups and alsorandomly assign treatments to eperimental groups.A) :uasi!eperimental designsB) true eperimental designsC) statistical designsD) preeperimental designsAns#er$ BDi$ % &age Re$ %%2AAC4B$ Analytic 4"ills( $ 6

'*) ________ result #hen the researcher is unable to achieve ull manipulation o scheduling orallocation o treatments to test units but can still apply part o the apparatus o trueeperimentation.A) >uasi!eperimental designsB) +rue eperimental designsC) 4tatistical designsD) &reeperimental designsAns#er$ ADi$ % &age Re$ %37AAC4B$ Analytic 4"ills( $ 6

'') ________ allo# or the statistical control and analysis o eternal variables.

A) >uasi!eperimental designsB) +rue eperimental designsC) 4tatistical designsD) &reeperimental designsAns#er$ CDi$ % &age Re$ %3;!%3%( $ 6


29/118

'2) 8hich o the ollo#ing is true o the one!shot case study preeperimental design H ;)/

A) t does not provide a basis o comparing the level o ; to #hat #ould happen #hen H #as

absent.B) +here is no random assignment o test units.C) Both A and B are correct.

D) n this design, a group o test units is measured t#ice.Ans#er$ CDi$ 3 &age Re$ %%'AAC4B$ Analytic 4"ills( $ 6

'1) +he one!group pretest!posttest design may be symboli0ed as ; H% %. n this

design, a group o test units is measured ________.A) onceB) t#iceC) not at all

D) none o the aboveAns#er$ BDi$ % &age Re$ %%'AAC4B$ Analytic 4"ills( $ 6

27) A ________ design to measure the eectiveness o a test commercial or 4ears #ould beimplemented as ollo#s. Respondents are recruited to central theater locations in dierent testcities. At the central location, respondents are irst administered a personal intervie# to measure,among other things, attitudes to#ard the store O1). +hen they #atch a +J program, the

respondents are again administered a personal intervie# to measure attitudes to#ards the store

O2). +he eectiveness o the test commercial is measured as O2 ! O1.A) one!shot case studyB) pretest!posttest control groupC) static groupD) one!group pretest!posttestAns#er$ DDi$ 3 &age Re$ %%'AAC4B$ Analytic 4"ills( $ 6

2;) A ________ design to measure the eectiveness o a test commercial or 4ears #ould be

implemented as ollo#s. +#o groups o respondents #ould be recruited on the basis oconvenience. nly the eperimental group #ould be eposed to the +J program containing thetest 4ears) commercial. +hen attitudes to#ard the department store o both the eperimentaland control group respondents #ould be measured. +he eectiveness o the test commercial ismeasured as O1 ! O2.

A) one!shot case studyB) pretest!posttest control groupC) static group


30/118

D) one!group pretest!posttestAns#er$ CDi$ 3 &age Re$ %%2AAC4B$ Analytic 4"ills( $ 6

2%) +he static group is a t#o!group eperimental design. ne group, called the ________, iseposed to the treatment, and the other, called the ________, is not. easurements on bothgroups are made only ater the treatment, and test units are not assigned at random.A) eperimental group -F)? control group CF)B) eperimental group -F)? random group RF)C) pretest group &F)? control group CF)D) control group CF)? eperimental group -F)Ans#er$ ADi$ % &age Re$ %%2AAC4B$ Analytic 4"ills

( $ 6

23)

n the pretest!posttest control group design sho#n above, selection bias is eliminated by ________.A) design controlB) randomi0ationC) matching

D) statistical controlAns#er$ BDi$ 3 &age Re$ %%2!%%1AAC4B$ Analytic 4"ills( $ 6

26)

+he true eperimental design sho#n above is a ________ design.A) pretest!posttest control groupB) one!shot case studyC) post!test!only control groupD) one!group pretest!posttestAns#er$ CDi$ 3 &age Re$ %%1( $ 6


31/118

25) n the posttest!only control group design, the treatment eect +-) is obtained by ________.

A) +-K ; ! %B) +-K ; ! %) ! 3 ! 6)

C) +-K % ! ;) ! 6 ! 3)

D) +-K ;

Ans#er$ ADi$ 3 &age Re$ %%1AAC4B$ Analytic 4"ills( $ 6

2*) 8hich o the ollo#ing statements is true about the 4olomon our!group design/A) +he 4olomon our!group design should be used to eamine the changes in the attitudes oindividual respondents.B) +he 4olomon our!group design eplicitly controls or interactive testing eect.C) +he 4olomon our!group design is epensive and time consuming to implement.D) All o the above statements are true.

Ans#er$ DDi$ 3 &age Re$ %37AAC4B$ Analytic 4"ills( $ 6

2') ; % 3 6 5 H * ' 2 1 ;7+he above design is an eample o a ________.A) one group pretest!posttest designB) multiple time series designC) pretest!posttest control group designD) time series design

Ans#er$ DDi$ 3 &age Re$ %37( $ 6

22) +he major #ea"ness o the time series design is the ailure to control ________.A) mortalityB) historyC) selection biasD) instrumentationAns#er$ BDi$ 3 &age Re$ %37

( $ 6

21) +he eectiveness o a test commercial H) may be eamined by broadcasting the commerciala predetermined number o times and eamining the data rom a preeisting test panel. Althoughthe mar"eter can control the scheduling o the test commercial, it is uncertain #hen or #hetherthe panel members are eposed to it. +he panel membersE purchases beore, during, and ater thecampaign are eamined to determine #hether the test commercial has a short!term eect, a long!term eect, or no eect. A ________ design #as used in this research project.


32/118

A) pretest!posttest control groupB) time seriesC) one!group pretest!posttest designD) multiple time series designAns#er$ B

Di$ 3 &age Re$ %37!%3;AAC4B$ Analytic 4"ills( $ 6

17) 8hich o the ollo#ing statements is an advantage o statistical designs/A) +he eects o more than one independent variable can be measured.B) 4peciic etraneous variables can be statistically controlled.C) -conomical designs can be ormulated #hen each test unit is measured more than once.D) All o the statements are advantages.Ans#er$ DDi$ 3 &age Re$ %3%

AAC4B$ Relective +hin"ing( $ 6

1;) ________ is a statistical design in #hich the test units are bloc"ed on the basis o an eternalvariable to ensure that the various eperimental and control groups are matched closely on thatvariable.A) Randomi0ed bloc" designB) (atin s:uare designC)


33/118

C)


34/118

Ans#er$ CDi$ 3 &age Re$ %35!%3*AAC4B$ Relective +hin"ing( $ 5

12) 8hich o the ollo#ing statements is true #hen considering eperimental versus non!eperimental designs/A) t is diicult in descriptive studies to establish the prior e:uivalence o the respondent groups#ith respect to both the independent and dependent variables. @o#ever, eperiments canestablish this e:uivalence.B) Descriptive research oers little control over other possible causal actors.C) n descriptive research, it is also diicult to establish time order o occurrence o variables.@o#ever, in an eperiment, the researcher controls the timing o the measurements and theintroduction o the treatment.D) All o the above statements are correct.Ans#er$ D

Di$ % &age Re$ %3*AAC4B$ Relective +hin"ing( $ 5

11) 8hich o the ollo#ing is a reason #hy eperiments may be hard to administer/A) t may be impossible to control or the eects o the etraneous variables.B) Competitors may deliberately contaminate the results o a ield eperiment.C) Both A and B are reasons #hy eperiments may be hard to administer.D) either A nor B is a reason #hy eperiments may be hard to administer.Ans#er$ DDi$ ; &age Re$ %3'( $ 5

;77) A ________ is a test mar"et in #hich the product is sold through regular distributionchannels.A) 4imulated test mar"etB) &artial test mar"etC) Controlled test mar"etD) 4tandard test mar"etAns#er$ DDi$ ; &age Re$ %3'!%31( $ *

;7;) 8hich statement is not true concerning a standard test mar"et/A) t is a one!shot case study.B) +est mar"ets are selected and the product is sold through regular distribution channels.C) 8here eternal validity is important, at least our test mar"ets should be used.D) All statements are correct.Ans#er$ DDi$ % &age Re$ %3'!%31( $ *


35/118

;7%) 8hich statement is not true concerning a standard test mar"et/A) ne or more combinations o mar"eting mi variables product, price, distribution, and promotional levels) are employed.B) 8hile a irmEs test mar"eting is in progress, competitors have an opportunity to beat it to the

national mar"et.C) Competitors oten ta"e actions such as increasing their promotional eorts to contaminate thetest mar"eting program.D) All statements are correct.Ans#er$ DDi$ % &age Re$ %3'!%31( $ *

;73) 8hich statement is not true about simulated test mar"ets/A) 8hile a irmEs test mar"eting is in progress, competitors have an opportunity to beat it to thenational mar"et.

B) Competitors oten ta"e actions such as increasing their promotional eorts to contaminate thetest mar"eting program.C) Both A and B are not true about simulated test mar"ets.D) +hey yield mathematical estimates o mar"et share based on initial reaction o consumers to ane# product.Ans#er$ CDi$ 3 &age Re$ %3'!%31( $ *

;76) A ________ is a test mar"eting program conducted by an outside research company in ieldeperimentation. +he research company guarantees distribution o the product in retail outletsthat represent a pre!determined percentage o the mar"et.A) 4imulated test mar"etB) &artial test mar"etC) Controlled test mar"etD) 4tandard test mar"etAns#er$ CDi$ % &age Re$ %3'!%31( $ *

;75) A ________ is a :uasi!test mar"et in #hich respondents are pre!selected, then intervie#edand observed on their purchases and attitudes to#ard the product.A) 4imulated test mar"et

B) &artial test mar"etC) Controlled test mar"etD) 4tandard test mar"etAns#er$ ADi$ % &age Re$ %3'!%31( $ *


36/118

Chapter-9

6*) n a ________, respondents rate the objects by placing a mar" at the appropriate position ona line that runs rom one etreme o the criterion variable to the other.A) semantic dierential scaleB) (i"ert scaleC) continuous rating scaleD) 4tapel scaleAns#er$ CDi$ ; &age Re$ %'6( $ ;

6') @o# #ould you rate 4ears as a department store/

Jersion ;&robably the #orst ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! &robably the best

Jersion %&robably the #orst ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! &robably the best

7 ;7 %7 37 67 57 *7 '7 27 17 ;77

+he above scales are all eamples o a ________.A) continuous rating scaleB) 4tapel scaleC) 4emantic dierential scaleD) (i"ert scale

Ans#er$ ADi$ % &age Re$ %'6!%'5( $ ;

62) 4cores assigned to continuous rating scales by the researcher are typically treated as ________ data.A) nominalB) ordinalC) ratioD) intervalAns#er$ D

Di$ % &age Re$ %'6!%'5( $ ;

61) 8hich non!comparative scale has the advantage o being easy to construct and thedisadvantage o cumbersome scoring unless the scoring is computeri0ed +able 1.; in the tet)/A) semantic dierential scaleB) (i"ert scaleC) continuous rating scale


37/118

D) 4tapel scaleAns#er$ CDi$ 3 &age Re$ %'6( $ ;

57) 8hich scale is not an itemi0ed rating scale +able 1.; in the tet)/A) 4tapel scaleB) semantic dierential scaleC) (i"ert scaleD) continuous rating scaleAns#er$ DDi$ ; &age Re$ %'6AAC4B$ Relective +hin"ing( $ ;

5;) 8hich o the ollo#ing statements does not pertain to non!comparative scales/

A) oncomparative scales are oten reerred to as monadic scales.B) Respondents using a non!comparative scale employ #hatever rating standard seemsappropriate.C) Data must be interpreted in relative terms and have only ordinal or ran" order properties.D) on!comparative techni:ues consist o continuous and itemi0ed rating scales.Ans#er$ CDi$ % &age Re$ %'3!%'5AAC4B$ Relective +hin"ing( $ ;

5%) A ________ is a measurement scale #ith ive response categories ranging rom 9stronglydisagree9 to 9strongly agree,9 #hich re:uires the respondents to indicate a degree o agreementor disagreement #ith each o a series o statements related to the stimulus objects.A) semantic dierential scaleB) (i"ert scaleC) continuous rating scaleD) 4tapel scaleAns#er$ BDi$ ; &age Re$ %'*!%''( $ ;

53) +he author o your tet and his colleagues have developed a scale or measuring nternetusersE inormation privacy concerns. +he A#areness o &rivacy &ractices) scale uses seven!

point scales anchored #ith 9strongly disagree9 and 9strongly agree.9 +his is an eample o a ________.A) continuous rating scaleB) 4tapel scaleC) semantic dierential scaleD) (i"ert scaleAns#er$ DDi$ % &age Re$ %'*!%''


38/118

( $ ;

56) either agree

4trongly nor 4trongly

disagree Disagree disagree Agree agree;. 4ears has poor in!store service ; %H 3 6 5%. li"e to shop at 4ears. ; %H 3 6 5

+he above scale is an eample o a ________.A) continuous rating scaleB) 4tapel scaleC) semantic dierential scaleD) (i"ert scaleAns#er$ DDi$ % &age Re$ %'*!%''

( $ ;

55) 8hich non!comparative scale is analy0ed using proile analysis/A) (i"ert scaleB) semantic dierential scaleC) 4tapel scaleD) all o the aboveAns#er$ DDi$ 3 &age Re$ %''!%'1AAC4B$ Analytic 4"ills( $ ;

5*) 8hich itemi0ed rating scale ta"es longer to complete than other itemi0ed rating scales because respondents have to read each statement/A) semantic dierential scaleB) (i"ert scaleC) continuous rating scaleD) 4tapel scaleAns#er$ BDi$ 3 &age Re$ %''AAC4B$ Relective +hin"ing( $ ;

5') +he (i"ert scale has several advantages. 8hich o the ollo#ing is not an advantage/A) t does not re:uire a pretest o the adjectives or phrases to ensure bipolarity.B) Respondents readily understand ho# to use the scale.C) t is suitable or mail, telephone, or personal intervie#s.D) t is easy to construct and administer.Ans#er$ ADi$ 3 &age Re$ %'5AAC4B$ Relective +hin"ing


39/118

( $ ;

52) A ________ is a seven point rating scale #ith endpoints associated #ith bi!polar labels thathave semantic meaning.A) semantic dierential scale

B) (i"ert scaleC) continuous rating scaleD) 4tapel scaleAns#er$ ADi$ ; &age Re$ %'2!%'1( $ ;

51) 4ears is$&o#erul !$!$!$!$!H!$!$!$ 8ea" Inreliable !$!$!$!$!$!H!$!$ Reliable

+he above scale is an eample o a ________ scale.A) continuous ratingB) 4tapelC) semantic dierentialD) (i"ertAns#er$ CDi$ ; &age Re$ %'2!%'1( $ ;

*7) +he ________ is "no#n or its versatility and is very popular #ith mar"eting researchers.A) continuous rating scaleB) 4tapel scaleC) semantic dierential scaleD) (i"ert scaleAns#er$ CDi$ 3 &age Re$ %'2!%'1( $ ;

*;) A ________ is a scale or measuring attitudes that consists o a single adjective in the middleo an even!numbered range o values, rom !5 to L5, #ithout a neutral point 0ero).A) semantic dierential scaleB) (i"ert scaleC) continuous rating scaleD) 4tapel scaleAns#er$ DDi$ % &age Re$ %'1( $ ;


40/118

*%) 8hich scale as"s the respondent to indicate ho# accurately or inaccurately each termdescribes the object by selecting an appropriate numerical response category/A) continuous rating scaleB) 4tapel scaleC) semantic dierential scale

D) (i"ert scaleAns#er$ BDi$ 3 &age Re$ %'1( $ ;

*3) +he data obtained by using a 4tapel scale can be analy0ed in the same #ay as a ________.A) continuous rating scaleB) Constant sum scaleC) semantic dierential scaleD) Ran"ing scaleAns#er$ C

Di$ 3 &age Re$ %'1AAC4B$ Analytic 4"ills( $ ;

*6) +he ________ is conusing and diicult to apply. t is the least used o the itemi0ed scales.A) continuous rating scaleB) 4tapel scaleC) semantic dierential scaleD) (i"ert scaleAns#er$ BDi$ 3 &age Re$ %'1( $ ;

*5) 8hich o the ollo#ing statements is not a consideration #hen ma"ing non!comparativeitemi0ed rating scale decisions/A) the number o scale categories to useB) orced versus non!orced choiceC) the order o the scale :uestionsD) balanced versus unbalanced scalesAns#er$ CDi$ % &age Re$ %27AAC4B$ Relective +hin"ing( $ %

**) 8hich statement is not true i deciding on the number o scale categories to use in a non!comparative itemi0ed rating scale/A) +raditional guidelines suggest that the appropriate number o categories should be seven plusor minus t#o$ bet#een ive and nine.B) +he smaller the number o scale categories, the iner the discrimination among stimulusobjects that is possible.C) the respondents are not very "no#ledgeable or not involved #ith the tas", e#er categories


41/118

should be used.D) @o# the data are to be analy0ed and used should also inluence the number o categories.Ans#er$ BDi$ 3 &age Re$ %27AAC4B$ Relective +hin"ing

( $ %

*') 8hich statement is true i deciding on the number o scale categories to use in a non!comparative itemi0ed rating scale/A) the respondents are interested in the scaling tas" and are "no#ledgeable about the objects, alarger number o categories may be employed.B) 4pace limitations may restrict the number o categories in mail :uestionnaires.C) telephone intervie#s are involved, many categories may conuse the respondents.D) All o the statement above are true.Ans#er$ DDi$ % &age Re$ %27

AAC4B$ Relective +hin"ing( $ %

*2) 8hich statement is not true #hen deciding on #hether to use balanced or unbalanced scales#hen developing a non!comparative itemi0ed rating scale/A) +he scale should be balanced to obtain objective data.B) n a balanced scale, the number o avorable and unavorable categories are e:ual.C) the distribution o responses is li"ely to be s"e#ed, either positively or negatively, a balanced scale #ith more categories in the direction o s"e#ness may be appropriate.D) an unbalanced scale is used, the nature and degree o unbalance in the scale should be ta"eninto account in data analysis.Ans#er$ CDi$ 3 &age Re$ %27AAC4B$ Relective +hin"ing( $ %

*1) 8hich statement is not true #hen deciding on #hether to use an odd or even number ocategories #hen developing a non!comparative itemi0ed rating scale/A) 8ith an odd number o categories, the middle scale position is generally designated neutral or impartial.B) +he decision to use an odd or even number o categories depends on #hether some o therespondents may be neutral on the response being measured.C) A rating scale #ith an even number o categories should be used i the researcher #ants toorce a response.D) All o the above statements are true.Ans#er$ DDi$ ; &age Re$ %2;AAC4B$ Relective +hin"ing( $ %

'7) Deciding #hether to present scales as vertical or hori0ontal is related to #hich o the non!


42/118

comparative itemi0ed rating scale decisions/A) number o scale categoriesB) physical orm or conigurationC) odd or even number o categoriesD) nature and degree o verbal description

Ans#er$ BDi$ ; &age Re$ %2;( $ %

';) +he scale descriptors 9very bad,9 9bad,9 9neither bad nor good,9 9good,9 and 9very good9 arecommonly used #hen studying the ________ construct +able 1.3 in the tet).A) attitudeB) satisactionC) purchase re:uencyD) purchase intentAns#er$ A

Di$ % &age Re$ %23( $ %

'%) +he scale descriptors 9never,9 9rarely,9 9sometimes,9 9oten,9 and 9very oten9 are commonlyused #hen studying the ________ construct +able 1.3 in the tet).A) attitudeB) satisactionC) purchase re:uencyD) purchase intentAns#er$ CDi$ % &age Re$ %23( $ %

'3) ________ is the irst step in developing a multi!item scale. ________ is the last step.A) Fenerate an initial pool o items? &repare the inal scaleB) Develop a theory? &repare a inal scaleC) Develop a theory? Develop a puriied scaleD) Fenerate an initial pool o items? Develop a puriied scaleAns#er$ BDi$ % &age Re$ %26( $ %

'6) A multi!item scale should be evaluated or accuracy and applicability. +his involves anassessment o all o the ollo#ing except ________.A) reliabilityB) generali0abilityC) stabilityD) validityAns#er$ CDi$ % &age Re$ %26


43/118

( $ %

'5) Jalidity can be assessed by eamining all o the ollo#ing except ________.A) item validityB) content validity

C) criterion validityD) construct validityAns#er$ ADi$ % &age Re$ %25( $ 3

'*) ________ is the variation in the inormation sought by the researcher and the inormationgenerated by the measurement process employed.A) 4ystematic errorB) easurement errorC) Random errorD) Jariable errorAns#er$ BDi$ 3 &age Re$ %2*( $ 3

'') 8hich o the ollo#ing is not an approach to assess multi!item scale reliability/A) test!retest reliabilityB) construct reliabilityC) alternative orms reliabilityD) internal consistency reliabilityAns#er$ BDi$ % &age Re$ %2*( $ 3

'2) H K H+ L H4 L HRn the true score model sho#n above, H+ represents ________.

A) random errorB) the observed score or measurementC) the true score o the characteristicD) systematic errorAns#er$ CDi$ % &age Re$ %2*

AAC4B$ Analytic 4"ills( $ 3

'1) 4ituational actors, such as the lac" o clarity o the scale, including the instructions or theitems themselves, and analysis actors, such as dierences in scoring and statistical analysis are both ________ in measurement.A) random errorB) potential sources o reliability


44/118

C) potential sources o errorD) systematic errorAns#er$ CDi$ 3 &age Re$ %2*( $ 3

27) ________ represents stable actors that aect the observed score in the same #ay each timethe measurement is made, such as mechanical actors see


45/118

26) ________ is an approach or assessing reliability in #hich respondents are administeredidentical sets o scale items at t#o dierent times under as nearly e:uivalent conditions as possible.A) nternal consistency reliability

B) 4plit!hal reliabilityC) +est!retest reliabilityD) Alternative!orms reliabilityAns#er$ CDi$ % &age Re$ %2*!%2'( $ 3

25) n ________ the degree o similarity bet#een t#o measurements is determined by computinga correlation coeicient. +he higher the correlation coeicient, the greater the reliability.A) test!retest reliabilityB) internal consistency reliabilityC) coeicient alphaD) coeicient betaAns#er$ ADi$ 3 &age Re$ %2*!%2'AAC4B$ Analytic 4"ills( $ 3

2*) +here are several problems associated #ith the test!retest approach to determining reliability. measuring respondentsE attitude to#ard lo#!at mil" may cause them to become more healthconscious and develop a more positive attitude to#ard lo#!at mil", then there is a problem #ith ________.A) the time interval bet#een testingB) the initial measurement altering the characteristic being measuredC) it being impossible to ma"e repeated measurementsD) the irst measurement having a carryover eect to the second or subse:uent measurementsAns#er$ BDi$ 3 &age Re$ %2*!%2'AAC4B$ Analytic 4"ills( $ 3

2') 8hich o the ollo#ing is not a problem #ith alternative!orms reliability/A) +he results #ill depend on ho# the scale items are split.B) t is time consuming and epensive to construct an e:uivalent orm o the scale.

C) t is diicult to construct t#o e:uivalent orms o a scale.D) Both B and C are correct.Ans#er$ ADi$ 3 &age Re$ %2'AAC4B$ Analytic 4"ills( $ 3

22) ________ is an approach or assessing the internal consistency o the set o items #hen


46/118


47/118


48/118

1') ________ is a type o validity that addresses the :uestion o #hat construct or characteristicthe scale is measuring. An attempt is made to ans#er theoretical :uestions o #hy a scale #or"sand #hat deductions can be made concerning the theory underlying the scale.A) Construct validityB) Content validity

C) Criterion validityD) nternal consistency validityAns#er$ ADi$ ; &age Re$ %22( $ 3

12) ________ is a measure o construct validity that measures the etent to #hich the scalecorrelates positively #ith other measures o the same construct.A) Convergent validityB) Discriminant validityC) omological validity

D) Concurrent validityAns#er$ ADi$ 3 &age Re$ %21( $ 3

11) ________ is a type o construct validity that assesses the etent to #hich a measure does not correlate #ith other constructs rom #hich it is supposed to dier.A) Convergent validityB) Discriminant validityC) omological validityD) Concurrent validityAns#er$ BDi$ 3 &age Re$ %21( $ 3

;77) ________ is the a type o validity that assesses the relationship bet#een theoreticalconstructs. t see"s to conirm signiicant correlations bet#een the constructs as predicted bytheory.A) Convergent validityB) Discriminant validityC) omological validityD) Concurrent validityAns#er$ C

Di$ 3 &age Re$ %21( $ 3


49/118

;7;) 8hich statement is not true regarding the relationship bet#een reliability and validity/A) a measure is perectly valid, it is also perectly reliable.B) Inreliability implies invalidity.C) a measure is perectly reliable, it is perectly valid.D) Reliability is a necessary, but not suicient, condition or validity.

Ans#er$ CDi$ % &age Re$ %21AAC4B$ Relective +hin"ing( $ 3

;7%) ________ is the degree to #hich a study based on a sample applies to a universe ogenerali0ations.A) JalidityB) Fenerali0abilityC) ReliabilityD) one o the above

Ans#er$ BDi$ ; &age Re$ %21!%17( $ 3

;73) 8hich statement about generali0ability is not true/A) +he set o all conditions o measurement over #hich the investigator #ishes to generali0e isthe universe o generali0ations.B) n generali0ability studies, measurement procedures are designed to investigate the universeso interest by sampling conditions o measurement rom each o them.C) +o generali0e to other universes, acet theory procedures must be employed.D) +raditional reliability methods can be vie#ed as single!acet generali0ability studies.Ans#er$ CDi$ 3 &age Re$ %21!%17AAC4B$ Relective +hin"ing( $ 3

;76) 8hen choosing a scaling techni:ue, #hich o the ollo#ing actors should be considered/A) the capabilities o the respondentsB) the levels o inormation needed nominal, ordinal, interval, or ratio)C) the method o administrationD) all o the aboveAns#er$ DDi$ ; &age Re$ %17

AAC4B$ Relective +hin"ing( $ 3


50/118

;75) 8hen developing scales or international research, the researcher must pay special attentionto details that can ma"e the measurement instrument speciic to the country in #hich theinstrument #ill be used. 8hich o the ollo#ing should be o concern to the mar"etingresearcher #hen developing scales or international research/A) 4pecial attention should be devoted to determining e:uivalent verbal descriptors in dierent

languages and cultures.B) 4cale endpoints and the verbal descriptors should be employed in a manner that is consistent#ith the culture.C) t is critical to establish the e:uivalence o scales and measures used to obtain data romdierent countries.D) All o the above are correct.Ans#er$ DDi$ % &age Re$ %17!%1;AAC4B$ ulticultural and Diversity( $ 6

;7*) A researcher developed scales using a '!point scale #ith anchor descriptors o 9horrible9and 9good.9 +his researcher has created an ethical violation in the area o ________.A) generali0abilityB) biasC) validityD) none o the aboveAns#er$ CDi$ % &age Re$ %1;AAC4B$ -thical Reasoning( $ 5


51/118


52/118

52) +he great #ea"ness o :uestionnaire design is lac" o ________.A) precisionB) accuracyC) theoryD) consensus

Ans#er$ CDi$ % &age Re$ 373( $ %

51) +he irst step in the :uestionnaire design process is ________.A) speciy the type o intervie# methodB) identiy the orm and layoutC) speciy the inormation neededD) determine the content o individual :uestionsAns#er$ CDi$ % &age Re$ 373

( $ %

*7) 8hen developing a :uestionnaire, to ensure that the inormation obtained ully addresses allcomponents o the problem, the researcher should ________.A) revie# components o the problem and the approachB) prepare a set o dummy tablesC) have a clear idea o the target populationD) all o the aboveAns#er$ DDi$ % &age Re$ 376( $ %

*;) A ________ describes ho# the analysis #ill be structured once the data have been collected.A) dummy tableB) analysis tableC) dummy planD) none o the aboveAns#er$ ADi$ % &age Re$ 376( $ %

*%) +he type o method inluences :uestionnaire design. Considering ho# the :uestionnaire isadministered under each method, #hich method is most appropriate i lengthy, comple, and

varied :uestions need to be as"ed/A) mail :uestionnaireB) telephone intervie#C) personal intervie#D) nternet :uestionnaireAns#er$ CDi$ % &age Re$ 375!37*AAC4B$ Relective +hin"ing


53/118

( $ %

*3) you are deciding bet#een personal intervie#s or computer!assisted intervie#ing, you areat #hich step o the :uestionnaire design process/A) 4peciy the type o intervie#ing method.

B) Determine the content o individual :uestions.C) Arrange the :uestions in proper order.D) -liminate bugs by pretesting.Ans#er$ ADi$ ; &age Re$ 375!37*( $ %

*6) Deciding i a :uestion is necessary or i several :uestions are needed rather than one aredecisions involved #ith ________.A) determining the order o scalesB) choosing :uestion #ording

C) choosing :uestion structureD) individual :uestion contentAns#er$ DDi$ % &age Re$ 37*!37'( $ %

*5) 9Do you thin" Coca!Cola is a tasty and rereshing sot drin"/9 is an eample o a ________.A) structured :uestionB) dichotomous :uestionC) double!barreled :uestionD) branching :uestionAns#er$ CDi$ % &age Re$ 37'( $ %

**) A ________ is a single :uestion that attempts to cover t#o issues.A) structured :uestionB) dichotomous :uestionC) double!barreled :uestionD) branching :uestionAns#er$ CDi$ ; &age Re$ 37'( $ %


54/118

*') 8hen determining i a :uestion is necessary, in some situations it may be necessary to as":uestions that are not directly related to the inormation that is needed. 8hich o the reasonsstated belo# #ere given in your tet as reasons #hy :uestions not related to the inormationneeded might be included in the :uestionnaire/A) to establish involvement and rapport

B) to disguise the purpose or sponsorship o the projectC) to generate client support or the projectD) all o the aboveAns#er$ DDi$ 3 &age Re$ 37*!37'AAC4B$ Relective +hin"ing( $ %

*2) ost 9#hy9 :uestions about the use o a product or choice alternative involve t#o aspects$ ________ and ________.A) attributes o the product? inluences leading to "no#ledge o the product

B) attributes o the product? ho# the product is usedC) ho# the product is used? inluences leading to "no#ledge o the productD) none o the aboveAns#er$ ADi$ 3 &age Re$ 37'AAC4B$ Relective +hin"ing( $ %

*1) ________ that measure amiliarity, product use, and past eperience should be as"ed beore:uestions about the topics themselves.A) Branching :uestionsB)


55/118


56/118

'5) 4ally #as reluctant to ans#er :uestions about her personal hygiene until she sa# that thesurvey #as sponsored by the American edical Association. 4allyEs understanding o #hosponsored the survey helped #ith #hich aspect o 9overcoming the respondentEs un#illingness toans#er9/A) legitimate purpose

B) contetC) sensitive inormationD) increasing the #illingness o the respondentAns#er$ ADi$ % &age Re$ 371!3;;AAC4B$ Analytic 4"ills( $ %

'*) All o the statements belo# are #ays in #hich the researcher can encourage respondents to provide inormation they are un#illing to give except ________.A) preace the :uestion #ith a statement that the behavior o interest is common

B) provide response categories rather than as"ing or speciic iguresC) use randomi0ed techni:uesD) all o the aboveAns#er$ DDi$ 3 &age Re$ 371!3;;AAC4B$ Relective +hin"ing( $ %

'') ________ reer to open!ended :uestions that respondents ans#er in their o#n #ords.A) Dichotomous :uestionsB) 4tructured :uestionsC) Instructured :uestionsD) Branching :uestionsAns#er$ CDi$ ; &age Re$ 3;;( $ %

'2) 9Describe your college eperience9 and 98hat is your occupation/9 are ________ :uestions.A) dichotomousB) ilterC) structuredD) unstructuredAns#er$ DDi$ % &age Re$ 3;;( $ %


57/118

'1) 8hich o the ollo#ing statements is not an advantage o unstructured :uestions/A) Instructured :uestions are good as irst :uestions on a topic.B) mplicitly, unstructured :uestions give etra #eight to respondents #ho are more articulate.C) Instructured :uestions have a much less biasing inluence on response than structured:uestions.

D) Instructured :uestions are useul in eploratory research.Ans#er$ BDi$ 3 &age Re$ 3;;AAC4B$ Relective +hin"ing( $ %

27) 8hich o the ollo#ing statements is not a disadvantage o unstructured :uestions/A) Instructured :uestions are not suitable or sel!administered :uestionnaires.B) Coding o responses is costly and time consuming.C) Instructured :uestions have a much less biasing inluence on response than structured:uestions.

D) mplicitly, unstructured :uestions give etra #eight to respondents #ho are more articulate.Ans#er$ CDi$ ; &age Re$ 3;;AAC4B$ Relective +hin"ing( $ %

2;) 8hich o the ollo#ing statements is not true about unstructured :uestions/A) pen!ended :uestions are useul in eploratory research.B) &recoding can overcome some o the disadvantages o unstructured :uestions.C) pen!ended :uestions are useul as opening :uestions.D) Instructured :uestions can suer rom order or position bias.Ans#er$ DDi$ % &age Re$ 3;;!3;%AAC4B$ Relective +hin"ing( $ %

2%) ________ speciy the set o response alternatives and the response ormat.A)


58/118

Ans#er$ DDi$ ; &age Re$ 3;%( $ %

26) 8hen developing :uestionnaire :uestions, i you are considering order position bias and the

set o all possible response alternatives, you are developing ________ :uestions.A) multiple choiceB) dichotomousC) scaleD) branchingAns#er$ ADi$ % &age Re$ 3;%( $ %

25) 8hich o the ollo#ing statements is not a disadvantage o structured :uestions/A) Coding and processing o data are much less costly and time consuming.B) Considerable eort is re:uired to design eective multiple choice :uestions.C) 4ho#ing respondents the list o possible ans#ers produces biased responses.D) t is diicult to obtain inormation on alternatives not listed.Ans#er$ ADi$ ; &age Re$ 3;%!3;3AAC4B$ Relective +hin"ing( $ %

2*) 8hat is the one acute problem o dichotomous :uestions/A) +here is potential or position bias.B) t is diicult to obtain inormation on alternatives not listed.C) +he response can be inluenced by the #ording o the :uestion.D) none o the aboveAns#er$ CDi$ % &age Re$ 3;%!3;3( $ %

2') ________ is the translation o the desired :uestion content and structure into #ords thatrespondents can clearly and easily understand.A) +he :uestionnaire design processB) >uestion #ordingC) vercoming inability to ans#erD) Determining the content o individual :uestions

Ans#er$ BDi$ % &age Re$ 3;6( $ %

22) 8hen developing a :uestionnaire, the ollo#ing guidelines$ ;) use positive and negativestatements, %) avoid implicit alternatives, and 3) avoid leading :uestions, are used #hen ________.A) arranging :uestions in proper order


59/118

B) choosing :uestion #ordingC) designing :uestions to overcome the respondentEs inability to ans#erD) determining the content o individual :uestionsAns#er$ BDi$ % &age Re$ 3;6

( $ %

21) 8hen developing a :uestionnaire, the si 8s #ho, #hat, #hen, #here, #hy, and #ay) areused #hen ________.A) deining the issueB) choosing :uestion #ordingC) avoiding generali0ations and estimatesD) determining the content o individual :uestionsAns#er$ ADi$ % &age Re$ 3;6( $ %

17) Choosing bet#een the :uestions 9Do you thin" the distribution o sot drin"s is ade:uate/9ncorrect) and 9Do you thin" sot drin"s are readily available #hen you #ant to buy them/9Correct) are eamples o situations that pertain to ________.A) avoiding leading :uestionsB) avoiding ambiguous #ordsC) using positive and negative statementsD) using ordinary #ordsAns#er$ DDi$ % &age Re$ 3;5AAC4B$ Analytic 4"ills( $ %

1;) 8hich o the #ords belo# is an ambiguous #ord/A) onceB) neverC) otenD) none o the aboveAns#er$ CDi$ ; &age Re$ 3;5( $ %

1%) 8hen developing a :uestionnaire, i the researcher is as"ing him=hersel i the #ord means

#hat he=she intended? i it has any other meanings? i the #ord has more than one pronunciation?or i a simpler phrase is suggested, then he=she is probably concerned #ith ________.A) avoiding leading :uestionsB) avoiding ambiguous #ordsC) using deining the issueD) using ordinary #ordsAns#er$ BDi$ 3 &age Re$ 3;5


60/118

( $ %

13) A ________ is a :uestion that gives the respondent a clue as to #hat ans#er is desired orleads the respondent to ans#er in a certain #ay.A) leading :uestion

B) implicit alternativeC) ilter :uestionD) structured :uestionAns#er$ ADi$ 3 &age Re$ 3;*( $ %

16) 8hich o the ollo#ing statements is correct about implicit alternatives/A) a"ing an implied alternative eplicit may increase the percentage o people selecting thatalternative.B) 8hen alternatives are close in preerence or large in number, the alternatives at the end o thelist have a greater chance o being selected.C) +he split ballot techni:ue should be used to rotate the order in #hich a list o alternativesappear.D) All o the above are correct.Ans#er$ DDi$ 3 &age Re$ 3;*AAC4B$ Analytic 4"ills( $ %

15) 9Do you li"e to ly #hen traveling short distances/9 is an eample o an) ________.A) implicit assumptionB) implicit alternativeC) generali0ationD) All o the above are correct.Ans#er$ BDi$ 3 &age Re$ 3;*( $ %

1*) 9Are you in avor o a balanced budget/9 is an eample o an) ________.A) implicit assumptionB) implicit alternativeC) generali0ationD) All o the above are correct.

Ans#er$ ADi$ 3 &age Re$ 3;*( $ %

1') +he statement 9>uestions should be speciic, not general.9 pertains to the ________ aspect o :uestionnaire development.A) avoid implicit assumptionsB) avoid implicit alternatives


61/118

C) avoid generali0ations and estimatesD) use unambiguous #ordsAns#er$ CDi$ % &age Re$ 3;'( $ %

12) +he inormation that is o the most importance to the research project and should be obtainedirst is ________.A) :ualiying inormationB) identiication inormationC) basic inormationD) classiication inormationAns#er$ CDi$ 3 &age Re$ 3;'!3;1( $ %

11) ________ is inormation that relates directly to the research problem.A) >ualiying inormationB) dentiication inormationC) Basic inormationD) Classiication inormationAns#er$ CDi$ % &age Re$ 3;'!3;1( $ %

;77) ________ is socioeconomic and demographic characteristics used to classiy respondents.A) >ualiying inormationB) dentiication inormationC) Basic inormationD) Classiication inormationAns#er$ DDi$ 3 &age Re$ 3;'!3;1( $ %

;7;) ________ is a type o inormation obtained in a :uestionnaire that includes name, address,and phone number.A) >ualiying inormationB) dentiication inormationC) Basic inormation

D) Classiication inormationAns#er$ BDi$ 3 &age Re$ 3;'!3;1( $ %

;7%) 8hich o the ollo#ing statements is true about diicult :uestions/A) Diicult :uestions should be placed at the end o the section on basic inormation.B) Diicult :uestions should be placed at the end o the identiication section.


62/118

C) Diicult :uestions should be placed at the end o the classiication section.D) All o the statements are correct.Ans#er$ DDi$ % &age Re$ 3;'!3;1AAC4B$ Relective +hin"ing

( $ %

;73) 8hich statement is correct concerning the eect on subse:uent :uestions/A) As a rule o thumb, general :uestions should precede speciic :uestions to prevent speciic:uestions rom biasing responses to general :uestions.B) +he inverted unnel approach is useul #hen respondents have no strong eelings or have notormulated a point o vie#.C) +he inverted unnel approach is particularly useul #hen inormation has to be obtained aboutrespondentsE general choice behavior and their evaluations o speciic products.D) All are correct.Ans#er$ D

Di$ % &age Re$ 3;'!3;1AAC4B$ Analytic 4"ills( $ %

;76) ________ are :uestions used to guide an intervie#er through a survey by directing theintervie#er to dierent spots on the :uestionnaire depending on the ans#ers given.A) (eading :uestionsB) Branching :uestionsC) pening :uestionsD) ultiple choice :uestionsAns#er$ BDi$ % &age Re$ 3;1( $ %

;75) -periments on mail :uestionnaires or census o population revealed #hat about:uestionnaire orm and layout/A) >uestions at the top o the page received more attention than those placed at the bottom.B) 4ensitive inormation placed at the end o the :uestionnaire #as ans#ered more re:uentlythan sensitive inormation placed else#here.C) nstructions printed in red made little dierence ecept that they made the :uestionnaireappear more complicated to the respondents.D) Both A and C are correct.Ans#er$ D

Di$ % &age Re$ 3%7( $ %

;7*) 8hich o the ollo#ing practices should be avoided #hen reproducing the :uestionnaire/A) the printed :uestionnaire runs to several pages, it should ta"e the orm o a boo"let.B) 4ide#ays ormatting and splitting should be done to conserve space.C) Directions or instructions should be placed as close to the :uestions as possible.D) 4urveys directed at dierent respondent groups can be reproduced on dierent colored paper.


63/118

Ans#er$ BDi$ % &age Re$ 3%;AAC4B$ Relective +hin"ing( $ %

;7') ________ is the testing o the :uestionnaire on a small sample o respondents or the purpose o improving the :uestionnaire by identiying and eliminating potential problems.A)


64/118

( $ 6

;;;) According to the guidelines o the &roessional ar"eting Research 4ociety o Canada, #iththe eception o ________, :uestionnaires that ta"e more than ________ minutes to complete aregenerally considered 9overly9 long.

A) in!home personal intervie#s? *7B) computer!assisted personal intervie#s? *7C) in!home personal intervie#s? 37D) computer!assisted personal intervie#s? 37Ans#er$ CDi$ 3 &age Re$ 3%'!3%2AAC4B$ -thical Reasoning( $ 5


65/118

Chapter-5

31) Baby boomers are a large consumer target or many products and 9sho# and tell9 ocusgroups are being used by consumer researchers. 8hich o the ollo#ing statements is not trueabout 9sho# and tell9 ocus groups/

A) RespondentsE attitudes are uncovered by analy0ing their responses to scenarios that aredeliberately unstructured, vague, and ambiguous.B) +hey provide the needed insight into the core values boomers hold close to their hearts.C) &articipants bring in three or our items that represent their ideal environment.D) Froup discussion is centered on the items brought in or 9sho# and tell.9Ans#er$ ADi$ % &age Re$ ;3'AAC4B$ Relective +hin"ing( $ ;

67) 8henever a ne# mar"eting research problem is being addressed, ________ research must be preceded by appropriate ________ research.A) :ualitative? :uantitativeB) observational? eperimentalC) :uantitative? :ualitativeD) eperimental? observationalAns#er$ CDi$ % &age Re$ ;31( $ ;

6;) According to +able 5.; in the tet, #hich o the ollo#ing does not apply to :ualitativeresearch/A) a small number o nonrepresentative casesB) non!statistical data analysisC) unstructured orm o data collectionD) outcome is used to recommend a inal course o actionAns#er$ DDi$ 3 &age Re$ ;31AAC4B$ Relective +hin"ing( $ ;

6%) +here are several reasons to use :ualitative research. 8hich o the ollo#ing is not a reasonto use :ualitative research/A) t is not al#ays possible, or desirable, to use ully structured or ormal methods to obtain

inormation rom respondents.B) &eople may be un#illing or unable to ans#er certain :uestions.C) &eople are un#illing to give truthul ans#ers to :uestions that invade their privacy, embarrassthem, or have a negative impact on their ego or status.D) none o the aboveAns#er$ DDi$ % &age Re$ ;67AAC4B$ Relective +hin"ing


66/118

( $ ;

63) +he ________ is one type o :ualitative research in #hich the purposes o the project aredisclosed to the respondent or are obvious, given the nature o the intervie#.A) indirect approach

B) direct approachC) ocus group approachD) descriptive approachAns#er$ BDi$ ; &age Re$ ;67!;6;( $ %

66) An intervie# conducted by a trained moderator among a small group o respondents in anunstructured and natural manner is an) ________.A) depth intervie#B) projective techni:ueC) association techni:ueD) ocus groupAns#er$ DDi$ % &age Re$ ;67!;6;( $ %

65)


67/118

Di$ % &age Re$ ;6%!;63( $ 3

62) +he procedure or planning and conducting ocus groups is described in


68/118

called a ________.A) t#o!#ay ocus groupB) dueling!moderator groupC) dual!moderator groupD) respondent!moderator group

Ans#er$ CDi$ 3 &age Re$ ;62!;61( $ 3

53)


69/118

B) generating alternative courses o actionC) Both B and D are correct.D) generating hypotheses that can be tested :uantitativelyAns#er$ CDi$ 3 &age Re$ ;57

AAC4B$ Analytic 4"ills( $ 3

5')


70/118

Di$ % &age Re$ ;57!;5%AAC4B$ Relective +hin"ing( $ 3

*;) 8hich o the situations mentioned belo# is not suitable or online ocus groups/

A) highly emotional issuesB) companies that use the nternet to sell products or services and #ant to either gain mar"etshare or gather intelligenceC) corporations that #ant to gather eedbac" on #or"place issues li"e do#nsi0ing, job changes,and diversityD) none o the aboveAns#er$ ADi$ % &age Re$ ;57!;5%AAC4B$ Relective +hin"ing( $ 3

*%) A ________ is an unstructured, direct, personal intervie# in #hich a single respondent is probed by a highly s"illed intervie#er to uncover underlying motivations, belies, attitudes, andeelings on a topic.A) ocus groupB) :ualitative intervie#C) projective intervie#D) depth intervie#Ans#er$ DDi$ % &age Re$ ;53!;56( $ 6

*3) Depth intervie#s are li"e ocus group in all o the ollo#ing #ays except ________.A) both are unstructured intervie#sB) both are direct #ays o obtaining inormationC) both are :ualitative research methodsD) both are one!on!one intervie#sAns#er$ DDi$ 3 &age Re$ ;53!;56AAC4B$ Analytic 4"ills( $ 6

*6) 98hy do you say that/9, 9+hatEs interesting, can you tell me more/9 or, 98ould you li"e toadd anything else/9 are eamples o ________.

A) ocusingB) projectingC) probingD) none o the aboveAns#er$ CDi$ ; &age Re$ ;53!;56AAC4B$ Relective +hin"ing( $ 6


71/118

*5) ________ is a techni:ue or conducting depth intervie#s in #hich a line o :uestioning proceeds rom product characteristics to user characteristics.A) @idden issue :uestioningB) 4ymbolic analysis

C) (adderingD) one o the aboveAns#er$ CDi$ % &age Re$ ;56!;55AAC4B$ Analytic 4"ills( $ 6

**) n a study the researcher #as investigating attitudes to#ard airlines among male middlemanagers. -ach airline attribute, such as #ide!body aircrats, #as probed #hy do you li"e totravel in #ide!body aircrats/) to determine #hy it #as important can get more #or" done) andthen that reason #as probed accomplish more), and so on eel good about mysel). +hedepth intervie# techni:ues used in the study is called ________.A) hidden issue :uestioningB) symbolic analysisC) ladderingD) none o the aboveAns#er$ CDi$ 3 &age Re$ ;56!;55AAC4B$ Analytic 4"ills( $ 6

*') n a study the researcher #as investigating attitudes to#ard airlines among male middlemanagers. >uestions as"ed included, 98hat #ould it be li"e i you could no longer useairplanes/9 Responses li"e, 98ithout planes, #ould have to rely on e!mail, letters, andtelephone calls9 #ere received. +his suggests that #hat airlines sell to the managers is ace!to!ace communication. +he depth intervie# techni:ues used in the study is called ________.A) hidden issue :uestioningB) symbolic analysisC) ladderingD) none o the aboveAns#er$ BDi$ 3 &age Re$ ;56!;55AAC4B$ Analytic 4"ills( $ 6

*2) ________ is a type o depth intervie# that attempts to locate personal sore spots related todeeply elt personal concerns.A) @idden issue :uestioningB) 4ymbolic analysisC) (adderingD) one o the aboveAns#er$ A


72/118

Di$ % &age Re$ ;56!;55AAC4B$ Analytic 4"ills( $ 6

*1) ________ is a techni:ue or conducting depth intervie#s in #hich the symbolic meaning o

objects is analy0ed by comparing them #ith their opposites.A) @idden issue :uestioningB) 4ymbolic analysisC) (adderingD) one o the aboveAns#er$ BDi$ % &age Re$ ;56!;55AAC4B$ Analytic 4"ills( $ 6

'7) n a depth intervie#, the intervie#er should ________.A) avoid appearing superior and put the respondent at easeB) be detached and objective, yet personableC) probe the respondentD) all o the aboveAns#er$ DDi$ ; &age Re$ ;53!;5*AAC4B$ Relective +hin"ing( $ 6

';) n a depth intervie#, the intervie#er should ________.A) not accept brie 9yes9 or 9no9 ans#ersB) not probe the respondentC) as" :uestions in an inormative mannerD) A and C are both correctAns#er$ DDi$ ; &age Re$ ;53!;5*AAC4B$ Relective +hin"ing( $ 6

'%) Depth intervie#s suer rom many o the disadvantages o ocus groups and oten to agreater etent. 8hich o the ollo#ing disadvantages is not shared #ith ocus groups/A) 4"illed intervie#ers capable o conducting depth intervie#s are epensive and diicult toind.

B) +he lac" o structure ma"es the results susceptible to the intervie#erEs inluence.C) +he data obtained are diicult to analy0e and interpret.D) All o the above are shared #ith ocus groups.Ans#er$ DDi$ 3 &age Re$ ;5*AAC4B$ Relective +hin"ing( $ 6


73/118

'3) An) ________ is an unstructured, indirect orm o :uestioning that encourages respondentsto project their underlying motivations, belies, attitudes, or eelings regarding the issues oconcern.A) projective techni:ueB) ocus group

C) association techni:ueD) depth intervie#Ans#er$ ADi$ ; &age Re$ ;52( $ 5

'6) n ________ , an individual is presented #ith a stimulus and as"ed to respond #ith the irstthing that comes to mind.A) completion techni:uesB) ocus groupsC) association techni:ues

D) depth intervie#sAns#er$ CDi$ % &age Re$ ;52( $ 5

'5) 8ord association is the best "no#n o the ________ techni:ues.A) epressiveB) associationC) completionD) constructionAns#er$ BDi$ ; &age Re$ ;52( $ 5

'*) 8ith ________ respondents are presented #ith a list o #ords, one at a time. Ater each#ord, they are as"ed to give the irst #ord that comes to mind.A) #ord associationB) sentence completionC) story completionD) none o the aboveAns#er$ ADi$ % &age Re$ ;52( $ 5


74/118

'') n #ord association, responses are analy0ed by calculating ________.A) the re:uency #ith #hich any #ord is given as a responseB) the amount o time that elapses beore a response is givenC) the number o respondents #ho do not respond at all to a test #ord #ithin a reasonable periodo time

D) all o the aboveAns#er$ DDi$ % &age Re$ ;52AAC4B$ Analytic 4"ills( $ 5

'2) ________ is a projective techni:ue that re:uires the respondent to complete an incompletestimulus situation.A) Association techni:ueB) -pressive techni:ueC) Construction techni:ue

D) Completion techni:ueAns#er$ DDi$ ; &age Re$ ;51( $ 5

'1) ________ is a projective techni:ue in #hich respondents are presented #ith a number oincomplete sentences and as"ed to complete them.A) 8ord associationB) 4entence completionC) 4tory

quiz bank brm

Documents