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A set of techniques used to gather information and better understand a company's target market that attracts quality leads and improves conversion rates.
What chart is useful for displaying percentages of variables?
What is the term that refers to a variable that is not directly observable?
What reliability us often used to assess the reliability of secondary data or qualitative data?
In the concept of codebook, we need to keep track of the data to maximize errors.
The __ is the simplest measure of dispersion. It is the difference between the highest value and the lowest value in a dataset and can be used on data measured at least on an ordinal scale.
What is the pictorial representation of a variable’s distribution which builds on several statistical indices?
What is the particular form of field experiments in which organizations in a geographically defined area introduce new products and services, or change the marketing mix to gauge consumer reactions?
What kind of interview conducted among a number of respondents at the same time and led by a moderator?
__ is based on researchers taking an informed guess regarding which individuals should be included.
The title page section must be short enough so that busy executives are willing to read it and should enable them to grasp the essence of the research
What are the two key forms of directly observed qualitative data?
Which of the following is not included as measures of centrality?
What section of the report describes the procedure of the research and the different statistical methods used for the data analysis?
What regression has multiple independent variables?
Causality is the relationship between an event (the cause) and a second event (the effect), when the second event is a consequence of the first.
What assumes that the variable of interest follows a specific statistical distribution (usually a normal distribution)?
What kind of research understands the effects of one variable on another variable?
What is the term for computer package specializing in quantitative data analysis?
What test support for the assumption that the variance in the population are equal so that we need to use of the pooled variance estimate?
Focus groups usually have between _________ participants.
All material not directly necessary for an understanding of the project, but still related to the study should be included in the what section of the written report?
Collecting data is not a practical but sometimes difficult part of the market research process
What is the 4th step in Market research process?
_________ occur when we know very little about the issues important to solve them.
The easiest way of maintaining the family-wise error rate is to carry out each comparison at a statistical significance level of α divided by the number of comparisons made. This method is also known as the Bonferroni correction.
In introduction, listings in the table of contents should correspond to the main headings of the report.
What do you call the separate window, which opens after you carry out an action in SPSS?
This focus on executing surveys, for example, determining samples, sample sizes, and collecting data.
What analysis does marketers use that allows a comparison of averages between three or more groups?
What univariate graphs is used to examine the distribution of a variable?
In statistical significance testing, a one-tailed test and two-tailed test are alternative ways of computing the statistical significance of a test statistic, depending on whether the hypothesis is expressed directionally or not.
What test is use for homogeneity of variances?
Testing the relationship between two independent samples is very common in market research settings
Experiments are a key type of causal research and come in the form of either lab or field experiments.
What variation is considered as “explained variation”?
In regression model, where do we plot the dependent variable?
Projective techniques present people with pictures, words, or other stimuli to which they respond.
What special type of transformation when we take variables measured at a lower level to a higher level?
What occurs when a respondent marks the same response in almost all the questions?
_________ requires dividing the population into different heterogeneous groups.
What is the most popular parametric test for examining means?
In descriptive research, firms can then target each of these segments by positioning themselves in a unique segment.
Quota sampling is predominantly used if access to individuals is difficult. People such as directors, doctors, or high-level managers often have little time and are, consequently, difficult to involve
In ethnographic research a researcher interacts with consumers over a period to observe and ask questions.
Projective techniques describe a special type of testing procedure, usually used in depth interviews
What kind of scales are necessary for factor analysis techniques?
Which is true about exploratory Research?
What kind of research entails the description of a particular variable?
Company Records can be considered as what type of data?
What distribution depends on two degrees of freedom?
What kind of hypothesis tested in one-way ANOVA?
What variation describes the variation in the dependent variable within each of the groups?
What test has the basic idea of testing on each pair of groups and to correct the level of significance for each test?
What kind of marketing research service providers is specialize in one or more services and tend to be smaller companies?
Which is not true about qualitative data?
________ is used to examine mean differences between more than two groups.
The following points are important in written reports except,
Social websites also provide quantitative information. For example, Facebook’s Ad Manager, provides information on the effectiveness of advertising on Facebook, including measures, such as the click-through-rate, and demographics, such as gender or location.
What is the table that includes all possible values of a variable and how often they occur?
Lab experiments are experiments conducted in real-life settings where a stimulus (often in the form of a new product or changes in advertising) is provided to gain understanding of how these changes impact sales.
Who leads the interview, structures it, and often plays a central role in transcribing the interview later?
__ is all about describing certain phenomena, characteristics or functions
What is a list of individuals in the population?
What kind of research firms deal with translating surveys, providing addresses and contact details?
What kind of measurement scale used where we can interpret the magnitude of the differences in values directly?
What makes quota sampling a non-probability technique is that the selection of the observations does not occur randomly.
What SPSS command allows you to split the dataset on the basis of grouping variables?
Levene’s test provides support for the assumption that the variances in the population are equal, so that we have to make use of the pooled variance estimate.
__ is a claim made about a population, which can be tested by using sample results.
Specialized Service firms focus on executing surveys, for example, determining samples, sample sizes, and collecting data. Some of these firms also deal with translating surveys, providing addresses and contact details.
What is the term for the degree to which what we measure is free from random error?
Internet data are a catchall term that refers to data stored to track peoples’ behavior on the Internet.
__ is the process by which we gain insight into how markets work, a function in an organization, or it can refer to the outcomes of research, such as a database of customer purchases or a
__ is the heart and core of the report because it is often the only part that executives read.
In convenience sampling, the researcher’s control over who ends up in the sample is limited and influenced by situational factors.
What occurs if we have a variable that is asymmetrically distributed?
What involves transforming data to create new variables or to modify existing variables?
What may happen because you entered the same independent variable twice, or because one variable is a linear combination of another?
What estimates a regression line so that it minimizes the squared differences between each observation and the regression line?
The research design is related to the identification and formulation of the problem.
The Nielsen Company is an example of full service providers.
What is the term for organizations representing different companies whose purpose is to promote their common interests?
_______ describes the variation in the dependent variable within each of the groups.
What consists of all the observed variables that belong to an object such as a customer, a company or a country?
What is the another type of transformation which is commonly used if we have skewed data?
What kind of research provides exact insights into how variables relate and may be useful as a test run for trying out changes in the marketing mix?
What represents the constant (sometimes called intercept) of the regression model, and indicates what your dependent variable would be if all of the independent variables were zero?
In observational studies can consist of, for example, a researcher living with a family to observe how people buy, consume, and dispose products
What is the term use in research which is also called residuals for SPSS?
What kind of transformation applies a base 10 logarithm to every observation?
What do you call a data which are standardized, processed information made available to multiple clients, usually for a substantial fee?
The executive summary should contain key findings and recommendations and should stimulate interest in the full study.
The objective of descriptive research is to explore a problem or situation which has several key uses in solving ambiguous problems.
The layout of both mail and web-based surveys should be concise and should conserve space where possible.
What concept in hypothesis testing represents the probability of rejecting a null hypothesis when it is in fact false?
In Analysis of Variance, researchers are often interested in examining mean differences between more than two group.
What is the strategy to keep track of the entering, cleaning, describing, and transforming of data?
What kind of exploratory research that present people with pictures, words, or other stimuli to which they respond?
Instead of carrying out many pairwise tests, market researchers use ANOVA, which allows a comparison of averages between three or more groups.
________ usually have between 4 and 6 participants who, led by a moderator, discuss a particular subject.
What are values that differ totally from all the other observations and they can influence results substantially?
In SPSS, where can we provide a longer description of your variable?
What section is usually the longest in the report?
What is term used by marketing practitioners that refers to differences that are large enough to influence the decision making process?
Judgmental sampling is based on researchers taking an informed guess regarding which individuals should be included.
Descriptive research is frequently used to segment markets
This data may contain data from different business functions, such as finance, or Customer Relationship Management (CRM).
Which of the following is not univariate graphs and tables?
Social networking data, such as that provided by LinkedIn, Twitter, or Facebook, provides valuable information in the form of social networking profiles, which include personal details and information.
Which of following choices is not true about comparing two means?
What error cause the actual measurement to be consistently higher, or lower, than what it should be?
The objective of _________ is to explore a problem or situation which has several key uses in solving ambiguous problems.
What kind of research providers which have specific technical skills, only focusing on specific products, or aspects of products?
_______ are frequently used to refine research questions and clarify issues.
These are data that have already been gathered, often for a different research purpose and some time ago. What is these type of data?
What kind of measurement scale explains that the numerical values represent nothing more than a label?
A codebook contains essential details of the data file to allow the data to be shared.
Which is of the following is true about writing reports?
Qualitative research leads to the collection of quantitative data.
What is the expected mean error of the regression model?
What research design is applicable for clearly-defined problems?
________ experiments are performed in controlled environments to gain understanding of how changes in one variable (called stimulus) cause changes in another variable.
These are mostly collected by large marketing research firms, as they have the resources to collect large amounts of data and can spread the costs of doing so over a number of clients.
What do SPSS do when perfect collinearity occurs?
What do you call a popular way of standardizing data is by rescaling the data so that the mean of the variable is 0 and the standard deviation is 1.
What are the two types of data transformation?
__ is used to understand the effects of one variable (e.g., the wording in advertising) on another variable.
They propose modified test statistics, which make adjustments if the variances are not homogeneous.
Which is not true about t-test?
What is the term for the variation in the dependent variable as expressed in the variation in the group means?
At the beginning of each questionnaire, the importance and goal are usually described to stress that the results will be treated confidentially, and to mention what they will be used for.
What regression has only one independent variable?
This is a type of external secondary data where it provides information on the economy, politics, and other issues of nearly every country in the world.
What is the term when the variance of the errors is constant?
Focus groups are interviews conducted among a number of respondents at the same time and led by a __.
_________ are unique in that they allow for probing on a one-to-one basis, fostering interaction between the interviewer and the respondent.
A alternative hypothesis is a statement expecting no difference or no effect.
Which is not true about population?
What kind of research design that usually develops measurement scales?
Market researchers should always consider secondary data before collecting primary data, as secondary data usually takes less time to collect and does not depend on the respondents’ willingness to participate.
__ are organizations representing different companies whose purpose is to promote their common interests.
A sampling is the group of units about which we want to make judgments. These units can be groups of individuals, customers, companies, products, or just about any subject in which you are interested.
What kind of interviews conducted with one participant at a time, allowing for high levels of personal interaction between the interviewer and respondents?
What variation is often referred to as “unexplained variation.”?
Each research design has different uses and requires the application of different analysis techniques.
What refers to the fact that the more tests you conduct at a certain significance level, the more likely you are to claim a significant result when this is not so?
In this section of the written report, the researcher presents the findings and describes how these relate to a possible solution to the research problem and to the recommendations.
what kind of data that have already been gathered, often for a different research purpose and some time ago?
What kind of error causes variation between what we actually measure and what we want to measure?
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