WorksheetsMaeketing research prepare for test
Total questions: 83
Worksheet time: 59mins
Marketing research is to...
solve marketing problems
implement marketing strategies
help marketers to make appropriate decisions by providing high quality information
find relevant paticipants to collect data from
Instrumental use of marketing research reflects the approach in which....
marketers make decisions based on their intensive experiences in doing marketing research
marketers use the information found from the research project for proving the appropriateness of the made-decisions
marketers use the information found from the research project to make decisions
marketers use appropriate instruments for doing marketing research
The more high quality information marketers have, the...
fewer risks they face when making decisions
more challenges they face in doing marketing
more resources they need to spend on doing marketing
fewer market potentials they have
One of the most important things in doing business is...
designing a business model targeting to all customer segments
All of the others
spending as much as possible for marketing activities
knowing target customers' needs
Marketing research is to bridge .... to....
domestic market...international market
market... business
business ....market
business...stakeholder
Maketing research is a process of finding out information including several steps, except for...
analyzing data
implementing marketing solutions
collecting data
delivering found information to decision makers
Relevant participants of a marketing research project are...
people who are research team members
people researchers are able to contact
people possessing the data researchers look for
people who lead the project
What can be inferred about the relationship between level of information and level of risk in making decisions?
Fewer information leads to fewer risk
Much information leads to zero risk
Risk always exists regardless of how much information decision makers have
More information leads to more risks
Which should be taken into careful consideration when selecting topic for the research project (assignment 2)?
Which emerging research topics are
Appropriateness of data analysis technique
The uniqueness of the research topic
Feasibility of the research topic
Marketing Research is everything except ________.
useful for the purpose of improving decision-making
objective
systematic
politically biased
Each phase of the marketing research process is important. If in the first phase of the process
the problem is identified, what is done after that but before data is collected?
Determine the solution to the problem
identify relevant information sources
Determine what information is needed
evaluate data collection methods
Among several steps in the marketing research process, which is the most important?
Developing an approach
Defining problem
Formulating research design
Collecting data
The first step of the marketing research process is about defining...
all the problems decision makers are facing
marketing problems
business problem and marketing research problem
research problems
Marketing research problem is not different from...
business problem
drawbacks of marketing research project
information need
marketing problem
Developing an approach can be considered as...
clarifying maketing problem
clarifying maketing problem
desgning the research project
identifying relevant participants
reviewing relevant literature
Hypotheses are...
proposed associations among the factors in a research model
the findings of a research project
validated relationships among research factors
research questions
Research hypotheses are......of a research question
the answers
the inputs
the key aspects
the posible answers
Research design is......of a research project
the possible findings
the requirements
a detailed plan
not a must-have document
________ is unstructured that relies on small samples to provide insight and understanding of the problem setting.
Exploratory research
Marketing research
Problem solving research
Conclusive research
________ is not a qualitative research technique.
Focus group
Word association
Depth interview
Quantitative survey
Research designs may be broadly classified as ________ or ________
conclusive; descriptive
exploratory; causal
conclusive; causal
exploratory; conclusive
Joan needs to determine which variables and relationships she should examine further as part
of the research she is conducting for the Flager Truck Company. Joan is about to embark on
what type of research?
causal research
exploratory research
simple research
descriptive research
Which of the objectives below would best represent exploratory research?
Describe market characteristics or functions.
Determine cause and effect relationships.
Provide insights and understanding.
Test specific hypotheses and examine relationships.
Which of the following statements is not true about exploratory research?
It is a pre-planned and structured design.
It is often the front end of total research design.
It is flexible.
It is versatile.
An interview conducted by a trained moderator among a small group of respondents in an
unstructured and natural manner is a(n) ________.
projective technique
association technique
depth interview
focus group
A ________ is an unstructured, direct, personal interview in which a single respondent is
probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and
feelings on a topic.
focus group
projective interview
depth interview
qualitative interview
Participants in a certain focus group should be....
heterogeneous
from different social classes
homogenous
skillful in doing research
________ means that the factor or variable being investigated should be the only possible causal explanation.
The time order of occurrence of variables
The role of evidence
The absence of other possible causal factors
Concomitant variation
Which of the objectives below would best represent conclusive research?
Explore unknown things
Identify which factors should be examined
Provide insights and understanding.
Determine cause and effect relationships.
A major advantage of ________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.
longitudinal design
conclusive research design
descriptive research design
causal research design
________ designs involve the collection of information from any given sample of population elements only once
Cross-sectional
Conclusive
Causal
Exploratory
Self-administered survey is a method in which...
participants are able to discuss with he researchers
participants answer survey questions without interactions with fieldworkers
interactions between reseachers and participants are required
ieldworkers must interview the participants
Which of the following statements is true about conclusive research?
Moderator is the key person
The sample size s small
It is flexible.
It is a pre-planned and structured design.
________ is a type of conclusive research that has as its major objective the description of somethingusually market characteristics or functions.
Conclusive research
Descriptive research
Exploratory research
Causal research
Descriptive research, in contrast to exploratory research, is marked by all of the following
except ________.
detailed information needs
specific hypotheses
a clear statement of the problem
flexibility
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time.
Exploratory research design
Causal research design
Cross-sectional research design
Longitudinal research design
A research proposal can be considered as...
literature review report
detailed plan guiding the research project
ethical statement of the research project
report of a research project
................. is defined as the official layout of the planned marketing research marketing activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods.
The critical path method
Research design
marketing research problem
marketing research proposal
The MR proposal consists of many sections. The ......... section is normally a statement of the problem, including the specific components.
executive summary
approach to the problem
problem definition/ objectives of the research
research design
The ...... section of the MR proposal should discuss how the data will be collected and who will collect it.
research design
data analysis
fieldwork/ data collection
reporting
A research proposal should be both....and...
intensive, literature-based
short, precise
economical, effective
business problem-oriented, literature-based
A research proposal is mainly prepared by.......
the CEO of the company
the researchers
the decision makers
the relevant participants
A research brief is mainly prepared by
the decision makers
the relevant participants
the experts in the industry
the researchers
Regardless of who mainly prepare, a good research proposal requires.....
effective communications between researchers and decision makers
sufficient resources
the comments of industry experts
great contribution of the participants
A research proposal can be also considered as a business contract between research team and the company
True
False
________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.
Scaling
Rating
Measurement
Ranking
A(n) ________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.
ordinal scale
ratio scale
nominal scale
interval scale
________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object.
Nominal scale
Interval scale
Ordinal scale
Ratio scale
________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
Ordinal scale
Interval scale
Nominal scale
Ratio scale
The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.
interval scale
ratio scale
ordinal scale
nominal scale
In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale.
ratio
interval
nominal
ordinal
________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
None of the other answers
Comparative scales
Non-comparative scales
Preference scales
________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
Comparative scales
Non-comparative scales
all of the other answers
Preference scales
The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________.
Likert scale
continuous rating scale
Stapel scale
semantic differential scale
Which of the following is not an objective of a questionnaire?
A questionnaire should minimize response error
A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview
A questionnaire must be easy for the researchers to use
A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer
Which of the following is not a part of the questionnaire design process?
Arrange questions i n proper order
Reproduce the questionnaire
Specify the type of interviewing method
Develop sampling plan
Do you think Coca cola is a tasty and refreshing soft drink? is an example of .........
double-barreled question
branching question
structured question
dichotomous question
.............. is used to be sure that the data's only collected from the relevant participants
Dichotomous questions
Branching questions
Filler questions
Filter questions
" Is the respondent informed?". " Can the respondent remember?"/ and " Can the respondent articulate?, are all questions asked in the ............ stage of the questionnaire design process.
overcoming unwillingness to answer
overcoming inability to answer
choosing question wording
specify the type of interviewing method
A subgroup of the elements of the population selected for participation in the study is a...........
sample
judgmental sample
sampling frame
sampling unit
The collection of elements or objects that posses the information sought by the researcher and about which inferences are to be made is a ............
census
element
population
target population
............ is a sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample
Judgmental sampling
Probability sampling
Convenience sampling
Nonprobability sampling
............. attempts to obtain a sample of convenient elements. The selection of sampling units is left primarily to the interview.
Convenience sampling
Probability sampling
Judgmental sampling
Nonprobability sampling
........ is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher.
Convenience sampling
Probability sampling
Judgmental sampling
Nonprobability sampling
All of the following statements are true about snowball sampling except......
snowball sampling results in relatively low sampling variance and costs
a major objective of snowball sampling is to estimate characteristics that are rare in the population
snowball sampling can results in samples that are very large or over large geographic areas, thus increasing the time and cost of data collection
the major advantage of snowball sampling is that it substantially increases the likelihood of locating the desired characteristics in the population
........ is a probability sampling technique that used a two-step process to partition the population into subpopulations or strata. Elements are selected from each stratum by a random procedure
Systematic sampling
Simple random sampling
Cluster sampling
Stratified sampling
In........, the target population is first divided into mutually executive and collectively exhaustive subpopulations, or clusters.
Stratified sampling
Cluster sampling
simple random sampling
systematic sampling
Which of the research questions/hypotheses below is best answered using frequency distribution?
What percentage of the market consists of heavy users, medium users, light users, and nonusers? & What is the income distribution of brand users?
What is the income distribution of brand users?
What percentage of the market consists of heavy users, medium users, light users, and nonusers?
The heavy and light users of a brand differ in terms of psychographic characteristics
A statistical technique that describes two or more variables simultaneously and results in tables that reflect the joint distribution of two or more variables that have a limited number of categories or distinct values is a ________.
one sample t-test
cross-tabulation
independent sample t-test
frequency distribution
Which statement is not correct about cross-tabulations?
Cross-tabulations provide inferences for making statements about the means of parent populations
The data analyzed should be qualitative or categorical
Cross-tabulation shows more information than the frequency distribution
Cross-tabulation tables are also called contingency tables
Which technique should be used to answer the question: “Is final score of students larger than 5.0?”
Cross-tabulation.
Frequency distribution.
One sample t-test.
Independent sample t-test.
The managers want to know whether consumers concern about their privacy differently between offline and online shopping context. Which is technique appropriate to be used?
Cross-tabulation.
Independent sample t-test.
One sample t-test.
Frequency distribution.
In determining how different price levels will affect a household's cereal consumption, it may be essential to take household size (number of members) into account. This is best analyzed by ________.?
one-way ANOVA
n-way ANOVA
ANCOVA
One sample t-test
Which statement is correct concerning one-way ANOVA?
Only one independent categorical variable is involved
There is no correct answer provided
The set of independent variables consists of both categorical and metric variables
The set of independent variables includes two or more categorical variables
An advanced analysis of variance procedure in which the effects of one or more metric-scaled variables are removed from the dependent variable before conducting the ANOVA is called ________.
one-way analysis of variance
decomposition of the total variation
analysis of covariance (ANCOVA)
n-way analysis of variance
Which of the statistical techniques below does not involve a metric independent variable?
t test
ANOVA
t test & ANOVA
ANCOVA
How consumers' "intentions to buy the brand" varies with different price levels is best analyzed via _____.
regression.
t tests.
ANCOVA
one-way ANOVA.
How consumers' intentions to buy a brand vary with different levels of price and different levels of distribution is best analyzed via ________?
ANCOVA
regression.
n-way ANOVA.
one-way ANOVA
Which method of analysis does not classify variables as dependent or independent?
independent samples t-test
analysis of covariance
analysis of variance
factor analysis
Factor analysis is a(n) ________ in that the entire set of interdependent relationships is examined.
KMO measure of sampling adequacy
interdependence technique
orthogonal procedure
varimax procedure
A ________ is a lower triangle matrix showing the simple correlations, r, between all possible pairs of variables included in the analysis.
factor matrix
correlation matrix
classification matrix
total correlation matrix
________ are simple correlations between the variables and the factors
Correlation coefficients
Factor scores
Factor loadings
AVEs
Factor analysis may not be appropriate in all of the following situations except
No answer text provided.
a small value for Bartlett's test of sphericity is found
the variables are not correlated
small values of the KMO statistic are found
