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Marketing Research

A set of techniques used to gather information and better understand a company's target market that attracts quality leads and improves conversion rates.

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What SPSS command allows you to split the dataset on the basis of grouping variables?

  • Select Cases
  • Compute variables
  • Split File
  • None of the choices

What is term used by marketing practitioners that refers to differences that are large enough to influence the decision making process?

  • none of the choices
  • significant
  • values
  • differences

What kind of error causes variation between what we actually measure and what we want to measure?

  • random
  • measurement error
  • systematic
  • none of the choices

__ is used to understand the effects of one variable (e.g., the wording in advertising) on another variable.

  • [No Answer]

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.

  • True
  • False

What may happen because you entered the same independent variable twice, or because one variable is a linear combination of another?

  • both multi and perfect collinearity
  • Multicollinearity
  • Perfect collinearity
  • none of the choices

What test has the basic idea of testing on each pair of groups and to correct the level of significance for each test?

  • f- test
  • post hoc test
  • t-test
  • none of the choices

What kind of marketing research service providers is specialize in one or more services and tend to be smaller companies?

  • me
  • a
  • marketing research providers
  • limited service providers
  • Full service providers
  • none of the choices

Projective techniques describe a special type of testing procedure, usually used in depth interviews

  • True
  • False

What variation describes the variation in the dependent variable within each of the groups?

  • Between-group Variation
  • Within-group Variation
  • None of the choices
  • SSW

What consists of all the observed variables that belong to an object such as a customer, a company or a country?

  • sample
  • Case
  • variable
  • constant

In ethnographic research a researcher interacts with consumers over a period to observe and ask questions.

  • True
  • False

Which of the following is not univariate graphs and tables?

  • Histogram
  • none of the choices
  • Bar Graph
  • box plot

What special type of transformation when we take variables measured at a lower level to a higher level?

  • z-transformation
  • Scale transformation
  • log transformation
  • Aggregation

What kind of research understands the effects of one variable on another variable?

  • descriptive research
  • Exploratory research
  • none of the choices
  • casual research

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.

  • True
  • False

What assumes that the variable of interest follows a specific statistical distribution (usually a normal distribution)?

  • none of the choices
  • Parametric Test
  • statistical distribution test
  • Non parametric Test

__ are organizations representing different companies whose purpose is to promote their common interests.

  • TRADE ASSOCIATIONS

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?

  • Exploratory research
  • Casual Research
  • none of the choices
  • Descriptive Research

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.

  • True
  • False

The following points are important in written reports except,

  • Passive instead of active voice to bring life to the report and to facilitate understanding
  • Short sentences instead of a complex sentence structure.
  • Do not use negative words as they reduce clarity
  • Simple and unambiguous words

What kind of transformation applies a base 10 logarithm to every observation?

  • Scale transformation
  • log transformation
  • aggregation
  • z-transformation

What is the term use in research which is also called residuals for SPSS?

  • drop error
  • none of the choices
  • residuals
  • error

What is the term for the variation in the dependent variable as expressed in the variation in the group means?

  • SSW
  • SSB
  • none of the choices
  • Within group variation

What kind of interview conducted among a number of respondents at the same time and led by a moderator?

  • job interview
  • focus group interview
  • depth interview
  • none of the choices

Internet data are a catchall term that refers to data stored to track peoples’ behavior on the Internet.

  • True
  • False

What test is use for homogeneity of variances?

  • t-test
  • Welch test
  • Levene's test
  • f-test

What kind of research providers which have specific technical skills, only focusing on specific products, or aspects of products?

  • Field service firms
  • Specialized Service firms
  • market research firms
  • segment specialists

Collecting data is not a practical but sometimes difficult part of the market research process

  • True
  • False

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?

  • Field Experiments
  • Lab experiments
  • Test markets
  • None of the choices

What is the strategy to keep track of the entering, cleaning, describing, and transforming of data?

  • market research data flow
  • none of the choices
  • workflow
  • systematic flow

What kind of interviews conducted with one participant at a time, allowing for high levels of personal interaction between the interviewer and respondents?

  • depth interviews
  • none of the choices
  • group interview
  • job interview

These are data that have already been gathered, often for a different research purpose and some time ago. What is these type of data?

  • Secondary data

What are values that differ totally from all the other observations and they can influence results substantially?

  • data entry errors
  • outliers
  • response values
  • sample values

What regression has multiple independent variables?

  • multiple regression
  • none of the choices
  • both multiple and bivariate
  • bivariate

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.

  • range

Projective techniques present people with pictures, words, or other stimuli to which they respond.

  • True
  • False

What is the most popular parametric test for examining means?

  • nonparametric tests
  • Hypothesis testing
  • t-test
  • none of the choices

What kind of scales are necessary for factor analysis techniques?

  • SWOT Analysis
  • PEST Analysis
  • Equidistant scales
  • Analysis of Variance

_________ requires dividing the population into different heterogeneous groups.

  • Systematic sampling
  • None of the choices
  • Cluster sampling
  • stratified sampling

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

  • True
  • False

What involves transforming data to create new variables or to modify existing variables?

  • None of the choices
  • Sample respecification
  • Variable respecification
  • Construct respecification

The layout of both mail and web-based surveys should be concise and should conserve space where possible.

  • True
  • False

Which is of the following is true about writing reports?

  • the report must either be well written or orally presented
  • none of the choices
  • The report must be complete, that is, it must contain all information that the reader needs to fully understand and appreciate the research.
  • technical or ambiguous terms should not be defined and illustrated for they have less relevance in reports

__ is a claim made about a population, which can be tested by using sample results.

  • HYPOTHESIS

What regression has only one independent variable?

  • bivariate regression
  • multiple regression
  • both multiple and bivariate regression
  • none of the choices

Instead of carrying out many pairwise tests, market researchers use ANOVA, which allows a comparison of averages between three or more groups.

  • True
  • False

What is the term that refers to a variable that is not directly observable?

  • constant
  • sample
  • construct
  • variable

In SPSS, where can we provide a longer description of your variable?

  • none of the choices
  • NAME
  • LABELS
  • VALUES

What variation is considered as “explained variation”?

  • None of the choices
  • SSw
  • Between-group Variation
  • Within-group Variation

Which is true about exploratory Research?

  • It can focus on one variable or on two or more variables at the same time
  • is all about describing certain phenomena, characteristics or functions.
  • can help us include describing customers, competitors, market segments, and measuring performance.
  • may be used to formulate problems precisely

Focus groups are interviews conducted among a number of respondents at the same time and led by a __.

  • moderator

Which is not true about qualitative data?

  • allows researchers to learn about customers’ perspectives and vocabulary, especially when the context is unknown to them
  • it answers problems through the interpretation of results from numeric data
  • none of the choices
  • mostly used to gain an understanding of why certain things happen.

What research design is applicable for clearly-defined problems?

  • Descriptive Research Design
  • Exploratory Research Design
  • none of the choices
  • Casual Research Design

What is the table that includes all possible values of a variable and how often they occur?

  • pictograph
  • pie chart
  • box plot
  • frequency table

What analysis does marketers use that allows a comparison of averages between three or more groups?

  • Levene's test
  • f-test
  • none of the choices
  • ANOVA

This focus on executing surveys, for example, determining samples, sample sizes, and collecting data.

  • Field Service Firms
  • Segment Specialist
  • Research Teams
  • Specialized service firms

In observational studies can consist of, for example, a researcher living with a family to observe how people buy, consume, and dispose products

  • True
  • False

The executive summary should contain key findings and recommendations and should stimulate interest in the full study.

  • True
  • False

What chart is useful for displaying percentages of variables?

  • box plot
  • pie chart
  • histogram
  • bar chart

What error cause the actual measurement to be consistently higher, or lower, than what it should be?

  • none of the choices
  • systematic
  • random
  • research

What section of the report describes the procedure of the research and the different statistical methods used for the data analysis?

  • Methodology
  • Title Page
  • Executive Summary
  • Results

What occurs when a respondent marks the same response in almost all the questions?

  • none of the choices
  • middle response
  • extreme response
  • Straight lining

What kind of exploratory research that present people with pictures, words, or other stimuli to which they respond?

  • Lab experiments
  • depth interviews
  • Projective Techniques
  • focus groups

__ is all about describing certain phenomena, characteristics or functions

  • DESCRIPTIVE RESEARCH

Which of following choices is not true about comparing two means?

  • two samples can either be independent or paired, depending on whether we compare two distinct groups
  • two populations represented by samples, are significantly different in terms of certain key variables
  • none of the choices

What occurs if we have a variable that is asymmetrically distributed?

  • none of the choices
  • skewed variable
  • skewed data
  • data

A alternative hypothesis is a statement expecting no difference or no effect.

  • True
  • False

Which is not true about population?

  • can be groups of individuals, customers, companies, products, or just about any subject in which you are interested
  • is the group of units about which we want to make judgments.
  • None of the choices
  • people living in a specific area

In convenience sampling, the researcher’s control over who ends up in the sample is limited and influenced by situational factors.

  • True
  • False

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.

  • True
  • False

_________ are unique in that they allow for probing on a one-to-one basis, fostering interaction between the interviewer and the respondent.

  • [
  • Projective Techniques
  • None of the choices
  • Focus Group
  • Depth Interviews

What is the term for organizations representing different companies whose purpose is to promote their common interests?

  • Consulting firms
  • Trade associations
  • Governments
  • Market research firms

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.

  • True
  • False

The objective of ­­­­_________ is to explore a problem or situation which has several key uses in solving ambiguous problems.

  • Project Techniques
  • Depth Interviews
  • Exploratory Research
  • Descriptive Research

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.

  • Introduction
  • results
  • Executive summary
  • Methodology

what kind of data that have already been gathered, often for a different research purpose and some time ago?

  • Secondary Data
  • Internal Data
  • Primary Data
  • Company Records

The objective of descriptive research is to explore a problem or situation which has several key uses in solving ambiguous problems.

  • True
  • False

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?

  • y
  • β
  • α
  • none of the choices

In the concept of codebook, we need to keep track of the data to maximize errors.

  • True
  • False

What is the expected mean error of the regression model?

  • zero
  • -1
  • +1
  • 1

________ usually have between 4 and 6 participants who, led by a moderator, discuss a particular subject.

  • Projective Techniques
  • None of the choices
  • Depth Interviews
  • Focus Groups

In regression model, where do we plot the dependent variable?

  • horizontal axis
  • none of the choices
  • vertical axis
  • x- Axis

Focus groups usually have between _________ participants.

  • 6
  • 4 and 6
  • 4
  • 5 and 6

What kind of research firms deal with translating surveys, providing addresses and contact details?

  • Specialized Service firms
  • Field service firms
  • Segment specialists
  • Marketing Research firms

Who leads the interview, structures it, and often plays a central role in transcribing the interview later?

  • moderator
  • Researcher
  • Interviewee
  • Interviewer

What do you call a data which are standardized, processed information made available to multiple clients, usually for a substantial fee?

  • research data
  • consulting firms data
  • syndicated data
  • trade associations data

A codebook contains essential details of the data file to allow the data to be shared.

  • True
  • False

What is the term for computer package specializing in quantitative data analysis?

  • SPSS

In Analysis of Variance, researchers are often interested in examining mean differences between more than two group.

  • True
  • False

What are the two types of data transformation?

  • variable specification and scale transformation
  • variable dispersion and Variable respecification
  • Variable respecification and scale transformation
  • none of the choices

What do you call the separate window, which opens after you carry out an action in SPSS?

  • SPSS Statistics Viewer
  • SPSS Menu Viewer
  • None of the choices
  • SPSS Menu Specifications

What is the another type of transformation which is commonly used if we have skewed data?

  • Scale transformation
  • z-transformation
  • Aggregation
  • log transformation

This data may contain data from different business functions, such as finance, or Customer Relationship Management (CRM).

  • Company Records
  • secondary data
  • Sales reports
  • Research Studies

What makes quota sampling a non-probability technique is that the selection of the observations does not occur randomly.

  • True
  • False

Descriptive research is frequently used to segment markets

  • True
  • False

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.

  • Z-TRANSFORMATION

__ is based on researchers taking an informed guess regarding which individuals should be included.

  • [No Answer]

What univariate graphs is used to examine the distribution of a variable?

  • box plot
  • bar graph
  • pie chart
  • histogram

Which of the following is not included as measures of centrality?

  • mode
  • standard deviation
  • median
  • mean

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

  • True
  • False

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.

  • True
  • False

_______ are frequently used to refine research questions and clarify issues.

  • Projective Techniques
  • Ethnographies
  • Observational studies
  • Question 17
  • Complete
  • Mark 1.00 out of 1.00
  • Not flaggedNot flaggedFlag question

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.

  • True
  • False

What is the pictorial representation of a variable’s distribution which builds on several statistical indices?

  • box plot
  • histogram
  • pictograph
  • chart

The research design is related to the identification and formulation of the problem.

  • True
  • False

__ is the heart and core of the report because it is often the only part that executives read.

  • EXECUTIVE SUMMARY

Judgmental sampling is based on researchers taking an informed guess regarding which individuals should be included.

  • True
  • False

The Nielsen Company is an example of full service providers.

  • True
  • False

In descriptive research, firms can then target each of these segments by positioning themselves in a unique segment.

  • True
  • False

_________ occur when we know very little about the issues important to solve them.

  • Ambiguous problems
  • Clearly defined problems
  • Somewhat defined problems
  • none of the choices

What do SPSS do when perfect collinearity occurs?

  • none of the choices
  • automatically add one of the perfectly overlapping variables
  • delete one of the perfectly overlapping variables
  • SPSS reject the variables

In introduction, listings in the table of contents should correspond to the main headings of the report.

  • True
  • False

What section is usually the longest in the report?

  • Results
  • Recommendations
  • None of the choices
  • Conclusion

_______ describes the variation in the dependent variable within each of the groups.

  • none of the choices
  • SSe
  • SSw
  • SSt

What is a list of individuals in the population?

  • sampling frame
  • frame
  • sampling
  • probability sampling

Testing the relationship between two independent samples is very common in market research settings

  • True
  • False

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.

  • The CIA World Fact Book

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 TEST

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?

  • APPENDIX

Which is not true about t-test?

  • do not require any distributional assumptions.
  • most popular parametric test for examining means
  • none of the choices
  • can be used to compare one mean with a given value

________ is used to examine mean differences between more than two groups.

  • HYPOTHESIS TESTING
  • ANOVA
  • Regression Analysis
  • FaCTOR ANALYSIS

What variation is often referred to as “unexplained variation.”?

  • none of the choices
  • Within-group Variation
  • variation
  • SSB

What reliability us often used to assess the reliability of secondary data or qualitative data?

  • Inter-rater reliability
  • Internal consistency reliability
  • Stability of the measurement
  • NOne of the choices

What kind of hypothesis tested in one-way ANOVA?

  • alternative hypothesis
  • both null and alternative
  • null hypothesis
  • none of the choices

They propose modified test statistics, which make adjustments if the variances are not homogeneous.

  • Forsythe and Welch
  • Brown and Forsythe and Welch
  • None of the choices
  • Brown and Forsythe

What is the term for the degree to which what we measure is free from random error?

  • validity
  • construct validity
  • reliability
  • construct reliability

What kind of research design that usually develops measurement scales?

  • exploratory research
  • none of the choices
  • descriptive research
  • casual research

Experiments are a key type of causal research and come in the form of either lab or field experiments.

  • True
  • False

Qualitative research leads to the collection of quantitative data.

  • True
  • False

What kind of research entails the description of a particular variable?

  • casual research
  • exploratory research
  • none of the choices
  • descriptive research

________ experiments are performed in controlled environments to gain understanding of how changes in one variable (called stimulus) cause changes in another variable.

  • Environment Experiments
  • Field Experiments
  • Lab Experiments
  • Test Experiments

What kind of measurement scale explains that the numerical values represent nothing more than a label?

  • ratio
  • ordinal scale
  • interval scale
  • nominal scale

What kind of measurement scale used where we can interpret the magnitude of the differences in values directly?

  • nominal scale
  • interval scale
  • equidistant scale
  • ordinal scale

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.

  • True
  • False

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.

  • True
  • False

What is the 4th step in Market research process?

  • none of the choices
  • analyze data
  • Collect Data
  • Determine the research deisgn

Each research design has different uses and requires the application of different analysis techniques.

  • True
  • False

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.

  • True
  • False

What are the two key forms of directly observed qualitative data?

  • Focus Groups and Observation
  • Observation and interview
  • none of the choices
  • depth interview and focus groups

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.

  • Customized Data
  • Syndicated Data
  • Data
  • Fabricated Data

What concept in hypothesis testing represents the probability of rejecting a null hypothesis when it is in fact false?

  • f-test
  • b. power of a statistical test
  • null hypothesis
  • t-test

What distribution depends on two degrees of freedom?

  • F- distribution
  • t-distribution
  • both f and t distribution
  • none of the choices

__ 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

  • MARKET RESEARCH
  • report including recommendations.

What estimates a regression line so that it minimizes the squared differences between each observation and the regression line?

  • ordinary least squares
  • SPSS
  • regression analysis
  • none of the choices

Company Records can be considered as what type of data?

  • Internal Secondary Data
  • None of the choices
  • Both Internal and External Secondary Data

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.

  • True
  • False

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?

  • significant difference
  • significant inflation
  • none of the choices
  • α-inflation

What is the term when the variance of the errors is constant?

  • continues error
  • none of the choices
  • homoskedasticity
  • constant validity
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