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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.
This focus on executing surveys, for example, determining samples, sample sizes, and collecting data.
What SPSS command allows you to split the dataset on the basis of grouping variables?
What regression has multiple independent variables?
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.
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.
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.
Descriptive research is frequently used to segment markets
Focus groups are interviews conducted among a number of respondents at the same time and led by a __.
What is the most popular parametric test for examining means?
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.
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.
Which of the following is not univariate graphs and tables?
What variation is often referred to as “unexplained variation.”?
What is term used by marketing practitioners that refers to differences that are large enough to influence the decision making process?
Company Records can be considered as what type of data?
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
A codebook contains essential details of the data file to allow the data to be shared.
_________ requires dividing the population into different heterogeneous groups.
What is the term use in research which is also called residuals for SPSS?
__ is used to understand the effects of one variable (e.g., the wording in advertising) on another 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 are the two key forms of directly observed qualitative data?
What kind of hypothesis tested in one-way ANOVA?
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 kind of transformation applies a base 10 logarithm to every observation?
Who leads the interview, structures it, and often plays a central role in transcribing the interview later?
Which is true about exploratory Research?
What special type of transformation when we take variables measured at a lower level to a higher level?
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 is the term for the variation in the dependent variable as expressed in the variation in the group means?
This data may contain data from different business functions, such as finance, or Customer Relationship Management (CRM).
What is the pictorial representation of a variable’s distribution which builds on several statistical indices?
What chart is useful for displaying percentages of variables?
__ 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
_______ are frequently used to refine research questions and clarify issues.
In introduction, listings in the table of contents should correspond to the main headings of the report.
What is the term for computer package specializing in quantitative data analysis?
What is a list of individuals in the population?
Experiments are a key type of causal research and come in the form of either lab or field experiments.
What section is usually the longest in the report?
Which of the following is not included as measures of centrality?
What kind of interviews conducted with one participant at a time, allowing for high levels of personal interaction between the interviewer and respondents?
Collecting data is not a practical but sometimes difficult part of the market research process
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 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 kind of error causes variation between what we actually measure and what we want to measure?
What kind of marketing research service providers is specialize in one or more services and tend to be smaller companies?
What occurs if we have a variable that is asymmetrically distributed?
__ is based on researchers taking an informed guess regarding which individuals should be included.
What are values that differ totally from all the other observations and they can influence results substantially?
Instead of carrying out many pairwise tests, market researchers use ANOVA, which allows a comparison of averages between three or more groups.
The Nielsen Company is an example of full service providers.
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.
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?
Which is not true about population?
what kind of data that have already been gathered, often for a different research purpose and some time ago?
What error cause the actual measurement to be consistently higher, or lower, than what it should be?
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 kind of research firms deal with translating surveys, providing addresses and contact details?
What concept in hypothesis testing represents the probability of rejecting a null hypothesis when it is in fact false?
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.
In regression model, where do we plot the dependent variable?
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?
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.
In Analysis of Variance, researchers are often interested in examining mean differences between more than two group.
What variation is considered as “explained variation”?
What reliability us often used to assess the reliability of secondary data or qualitative data?
Qualitative research leads to the collection of quantitative data.
Which is not true about t-test?
Each research design has different uses and requires the application of different analysis techniques.
Focus groups usually have between _________ participants.
What may happen because you entered the same independent variable twice, or because one variable is a linear combination of another?
They propose modified test statistics, which make adjustments if the variances are not homogeneous.
Which is of the following is true about writing reports?
What occurs when a respondent marks the same response in almost all the questions?
What assumes that the variable of interest follows a specific statistical distribution (usually a normal distribution)?
What kind of research entails the description of a particular variable?
What regression has only one independent variable?
The objective of _________ is to explore a problem or situation which has several key uses in solving ambiguous problems.
The following points are important in written reports except,
Which of following choices is not true about comparing two means?
What is the expected mean error of the regression model?
In SPSS, where can we provide a longer description of your variable?
Projective techniques present people with pictures, words, or other stimuli to which they respond.
What is the term for organizations representing different companies whose purpose is to promote their common interests?
What variation describes the variation in the dependent variable within each of the groups?
Internet data are a catchall term that refers to data stored to track peoples’ behavior on the Internet.
What is the strategy to keep track of the entering, cleaning, describing, and transforming of data?
What do you call a data which are standardized, processed information made available to multiple clients, usually for a substantial fee?
_______ describes the variation in the dependent variable within each of the groups.
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 section of the report describes the procedure of the research and the different statistical methods used for the data analysis?
In ethnographic research a researcher interacts with consumers over a period to observe and ask questions.
What test is use for homogeneity of variances?
The layout of both mail and web-based surveys should be concise and should conserve space where possible.
__ is the heart and core of the report because it is often the only part that executives read.
Projective techniques describe a special type of testing procedure, usually used in depth interviews
The executive summary should contain key findings and recommendations and should stimulate interest in the full study.
What kind of research providers which have specific technical skills, only focusing on specific products, or aspects of products?
What kind of measurement scale explains that the numerical values represent nothing more than a label?
The research design is related to the identification and formulation of the problem.
What is the another type of transformation which is commonly used if we have skewed data?
What consists of all the observed variables that belong to an object such as a customer, a company or a country?
What kind of interview conducted among a number of respondents at the same time and led by a moderator?
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 is the term for the degree to which what we measure is free from random error?
________ is used to examine mean differences between more than two groups.
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 is the term when the variance of the errors is constant?
What distribution depends on two degrees of freedom?
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?
A alternative hypothesis is a statement expecting no difference or no effect.
In descriptive research, firms can then target each of these segments by positioning themselves in a unique segment.
Judgmental sampling is based on researchers taking an informed guess regarding which individuals should be included.
What is the 4th step in Market research process?
What are the two types of data transformation?
What kind of research design that usually develops measurement scales?
What kind of scales are necessary for factor analysis techniques?
What kind of research understands the effects of one variable on another variable?
What kind of exploratory research that present people with pictures, words, or other stimuli to which they respond?
What estimates a regression line so that it minimizes the squared differences between each observation and the regression line?
What univariate graphs is used to examine the distribution of a variable?
In observational studies can consist of, for example, a researcher living with a family to observe how people buy, consume, and dispose products
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 test has the basic idea of testing on each pair of groups and to correct the level of significance for each test?
__ are organizations representing different companies whose purpose is to promote their common interests.
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?
In the concept of codebook, we need to keep track of the data to maximize errors.
The objective of descriptive research is to explore a problem or situation which has several key uses in solving ambiguous problems.
What do you call the separate window, which opens after you carry out an action in SPSS?
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?
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.
In convenience sampling, the researcher’s control over who ends up in the sample is limited and influenced by situational factors.
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.
__ is a claim made about a population, which can be tested by using sample results.
What is the table that includes all possible values of a variable and how often they occur?
Which is not true about qualitative data?
What research design is applicable for clearly-defined problems?
_________ are unique in that they allow for probing on a one-to-one basis, fostering interaction between the interviewer and the respondent.
What do SPSS do when perfect collinearity occurs?
What is the term that refers to a variable that is not directly observable?
Testing the relationship between two independent samples is very common in market research settings
__ is all about describing certain phenomena, characteristics or functions
________ experiments are performed in controlled environments to gain understanding of how changes in one variable (called stimulus) cause changes in another variable.
_________ occur when we know very little about the issues important to solve them.
What analysis does marketers use that allows a comparison of averages between three or more groups?
What involves transforming data to create new variables or to modify existing variables?
________ usually have between 4 and 6 participants who, led by a moderator, discuss a particular subject.
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