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Sample Test

Chapter 03

Secondary Data, Literature Reviews, and Hypotheses

 

Multiple Choice Questions

1.    _____ data are collected by organizations other than the company conducting the research.

2.    Internal primary

3.    Internal secondary

4.    External secondary

5.    External primary

6.    Field research

Answer: C

Difficulty: Easy

Page: 50

 

2.    A(n) _____ review is a comprehensive examination of available information that is related to the research topic.

3.    literature

4.    extended

5.    internal

6.    external

7.    summary

Answer: A

Difficulty: Easy

Page: 50

 

3.    Evaluating the purpose of secondary data involves _____.

4.    ensuring accuracy of the secondary data

5.    ensuring consistency of the original data with the current market study

6.    seeking multiple sources of the same original data to assure consistency

7.    finding flaws in the methodological procedures used in collecting the data

8.    determining the underlying motivation or hidden agenda for collecting the original data

Answer: B

Difficulty: Medium

Page: 52

 

4.    While evaluating secondary data, the accuracy criterion suggests that researchers must _____.

5.    seek out multiple sources to check consistency of data
B.evaluate the overall procedure for collecting the data
C. evaluate when the secondary data was collected
D. carefully evaluate the data on how it relates to the current research objective
E. determine the hidden agenda of the company that collected the secondary data

Answer: C

Difficulty: Medium
Page: 52

 

5.    Which of the following statements is true about internal secondary data?

6.    It is expensive to access the sources of internal secondary data.

7.    Internal secondary data are not usable for future business decisions.

8.    It can be easily obtained from scholarly and government sources.

9.    Internal data sources are used after getting useful information from external sources.

10.  Internal data are the cheapest and most readily available sources of secondary data.

Answer: E

Difficulty: Medium

Page: 54

 

6.    _____ are sources of internal secondary data.

7.    U.S. census data

8.    Scholarly data

9.    Marketing blogs

10.  Sales invoices

11.  Newspaper websites

Answer: D

Difficulty: Easy

Page: 55

 

7.    _____ are sources of external secondary data.

8.    Customer letters

9.    U.S. census reports

10.  Accounts receivable reports

11.  Warranty cards

12.  Sales invoices

Answer: B

Difficulty: Easy

Page: 58

 

8.    Major reasons for using government documents as secondary data sources is that they _____.

9.    are easily available in all marketing blogs

10.  include the number of previous citations

11.  are detailed, complete, and consistent

12.  provide information about past sales of the company

13.  can easily be tracked using web-based bookmarking tools

Answer: C

Difficulty: Medium

Page: 58

 

9.    The North American Industry Classification System (NAICS) codes are designed to _____.
A.index major market research reports for a variety of private institutions
B.index online publications available up to the current month and year
C. provide the statistical foundation for the information available on the U.S. population
D. provide a detailed profile of economic activity within a given geographic area
E. promote uniformity in data reporting by government sources and private businesses

Answer: E
Difficulty: Medium

Page: 59

10.  _____ data is market research data that is collected, packaged, and sold to many different firms.

11.  Syndicated

12.  Noncommercial

13.  Open source

14.  Government

15.  Standardized

Answer: A

Difficulty: Easy

Page: 60

 

11.  Store audits are used to provide _____.

12.  federal data

13.  commercial data

14.  open source data

15.  government data

16.  scholarly data

Answer: B

Difficulty: Easy

Page: 60

 

12.  Which of the following statements is true about consumer panels?
A.They provide accurate and specific reporting of socially sensitive expenditures.

13.  They cost higher than primary data collection methods.
C.They provide information obtained immediately at the point of purchase.
D. They provide information about only the intentions or propensities to purchase.
E. They help to generate information on effectiveness of shelf space and POP displays.

Answer: A

Difficulty: Medium
Page: 60

 

13.  A _____ is an observable item that is used as a measure on a questionnaire.

14.  variable

15.  construct

16.  relationship

17.  hypothesis

18.  parameter

Answer: A

Difficulty: Easy

Page: 63

 

14.  A _____ is an unobservable concept that is measured by a group of related variables.

15.  relationship

16.  construct

17.  variable parameter

18.  dependent

19.  hypothesis

Answer: B

Difficulty: Easy

Page: 63

 

15.  _____ are associations between two or more variables.

16.  Hypotheses

17.  Constructs

18.  Relationships

19.  Dependent variables

20.  Null hypotheses

Answer: C

Difficulty: Easy

Page: 63

 

16.  A(n) _____ is the variable or construct that predicts or explains the outcome variable of interest.

17.  independent variable

18.  dependent variable

19.  positive relationship

20.  negative relationship

21.  null hypothesis

Answer: A

Difficulty: Easy

Page: 64

 

17.  Which of the following situations treats “deal proneness” as a dependent variable in a relationship?
A.Deal proneness is predicted by a person’s household income.
B. Deal proneness results in greater price sensitivity.
C. Deal proneness predicts the time spent by a person shopping.
D. Deal proneness does not depend on a person’s age.
E. Deal proneness leads to greater brand loyalty.

Answer: A

Difficulty: Hard
Page: 64

18.  Conceptualization of a model means developing a:
A.research concept before developing a literature review.
B. conceptual model of the geographic area from which the sample would be drawn.
C. text-based model to do statistical testing of hypothesized relationships.
D. conceptual model of a new product before it is tested in a lab setting.
E. model that shows variables and hypothesized relationships between variables.

Answer: E
Difficulty: Easy

Page: 66

19.  An exploratory research is recommended when _____.
A. a full-scale study is likely to cost more than an exploratory study
B.the researcher has greater expertise in conducting exploratory studies
C. the literature review fails to yield a reasonable conceptual model
D. the dependent variables are constructs
E. the independent variables are constructs

Answer: C
Difficulty: Medium
Page: 66

20.  20.A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena.

21.  construct

22.  negative relationship

23.  sample statistic

24.  positive relationship

25.  hypothesis

Answer: E

Difficulty: Easy

Page: 67

 

21.  A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.

22.  maintained
B.research
C. null
D. final
E. alternative

Answer: C

Difficulty: Easy

Page: 67

 

22.  Which of the following hypotheses is always tested by statisticians and market researchers?
A.Test hypothesis
B. Alternative hypothesis
C. Null hypothesis
D. Statistical hypothesis
E. Rejection hypothesis

Answer: C

Difficulty: Medium
Page: 67­-68

 

23.  A(n) _____ hypothesis states that there is a relationship between two variables.

24.  null

25.  final

26.  alternative

27.  default

28.  limited

Answer: C

Difficulty: Easy

Page: 68

 

24.  A parameter is defined as the _____.
A.true value of the null hypothesis
B. true value of a variable
C. estimate of a variable, as determined through a sample
D. estimate of the population parameter
E. estimated value of a construct

Answer: B

Difficulty: Easy

Page: 68

 

25.  _____ is the value of a variable that is estimated from a sample.

26.  Sample statistic

27.  Parameter statistic

28.  Alternative statistic

29.  Sample parameter

30.  Alternative parameter

Answer: A
Difficulty: Easy
Page: 68

True/False Questions

26.  Internal secondary data is collected by organizations other than the company itself.

Answer: False

Difficulty: Easy

Page: 50

 

26.  A literature review can suggest research hypotheses to investigate.
Answer: True

Difficulty: Medium

Page: 51

 

28.  Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in the past.
Answer: True

Difficulty: Medium
Page: 51

 

29.  29. A primary research must always be conducted along with secondary data to address a research problem.

Answer: False

Difficulty: Medium

Page: 53

 

30.  The logical starting point in searching for secondary data is to look for data in government documents and websites.

Answer: False

Difficulty: Medium

Page: 54

 

31.  Scholarly sources are used to obtain external secondary data.

Answer: True

Difficulty: Easy

Page: 54

 

32.  The ideas expressed in popular sources often involve secondhand reporting of information.
Answer: True

Difficulty: Medium

Page: 56

33.  Marketing blogs are a source of secondary data.

Answer: True

Difficulty: Easy

Page: 56

 

34.  Bookmarking tools on scholarly sources show how many times a study is referenced by another document on the web and lists that number in the search results.
Answer: False

Difficulty: Medium
Page: 57

 

35.  Both popular and scholarly sources can be tracked using web-based bookmarking tools.

Answer: True

Difficulty: Medium

Page: 57

 

36.  Before using census data, researchers need to consider the timeliness of the data.

Answer: True

Difficulty: Easy

Page: 58-59

 

37.  Syndicated data is the data available for free on various blogs and websites.

Answer: False

Difficulty: Medium

Page: 60

 

38.  Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.
Answer: True

Difficulty: Easy
Page: 60

 

39.  Collecting data using consumer panels costs higher than using primary data collection methods.
Answer: False

Difficulty: Medium
Page: 60

 

40.  There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.
Answer: True

Difficulty: Easy
Page: 60

 

41.  Media panels and consumer panels are similar in procedure, composition, and design.
Answer: True

Difficulty: Easy
Page: 61

 

42.  Many of the biases of consumer panels are also found in store audits.
Answer: False

Difficulty: Medium
Page: 62

 

43.  A construct is an unobservable and abstract concept.

Answer: True

Difficulty: Easy

Page: 63

 

44.  While modeling causal relationships, variables or constructs in relationships can only be dependent variables.
Answer: False

Difficulty: Medium
Page: 63-64

 

45.  A dependent variable predicts or explains the outcome variable of interest.

Answer: False

Difficulty: Easy

Page: 64

 

46.  If it is hypothesized that customer satisfaction depends on service quality, then service quality is the dependent variable in this relationship.
Answer: False

Difficulty: Medium
Page: 64

 

47.  A positive relationship is an association between two variables in which they increase or decrease together.
Answer: True

Difficulty: Medium
Page: 65

 

48.  The end result of conceptualization is a visual display of hypothesized relationships.
Answer: True

Difficulty: Easy
Page: 66

 

49.  A sample statistic is an estimate of the population parameter.
Answer: True

Difficulty: Medium
Page: 68

 

50.  The failure to reject the null hypothesis means that the null hypothesis is definitely true.
Answer: False

Difficulty: Medium
Page: 68

Essay Questions

51.  Explain the objectives of doing a literature review.

Answer: A literature review is a comprehensive examination of available secondary information related to your research topic. It provides background and contextual information for the current study; clarifies thinking about the research problem and questions; reveals if information already exists to answer the research questions; defines important constructs of interest to the study; and identifies appropriate statistical and methodological approaches. A literature review can also suggest research hypotheses to investigate. Importantly, literature reviews can identify scales to measure variables and research methodologies that have been used successfully to study similar topics.

Difficulty: Medium
Page: 51

 

52.  Explain the importance of internal secondary data.

Answer: A company’s own internal information is the logical starting point in searching for secondary data. Many organizations fail to realize the wealth of information their own records contain. Additionally, internal data are the most readily available and can be accessed at little or no cost at all. Internal data sources can be highly effective in helping decision makers plan new-product introductions or new distribution outlets. A lot of internal company information is available for marketing research activities. If maintained and categorized properly, internal data can be used to analyze product performance, customer satisfaction, distribution effectiveness, and segmentation strategies. These forms of internal data are also useful for planning product deletions, promotional strategies, competitive intelligence, and customer service tactics.

Difficulty: Medium

Page: 54

53.  In what ways can the information generated by media panels be useful to marketers?

Answer: Media panels measure media consumption habits of a given population. This information is invaluable to marketing managers. They can use this information to evaluate various media options and determine which ones will allow them to target their audience most precisely. They can also find out approximately how many households watched their commercials. This information can then be used to determine the average cost of reaching audience members.

Difficulty: Medium
Page: 61-62

 

54.  How is a construct different from a variable? Give two examples of each.

Answer: A variable is an observable item that is used as a measure on a questionnaire.

Variables have concrete properties and are measured directly. Examples of variables include gender, marital status, company name, number of employees, how frequently a particular brand is purchased, and so on. In contrast, a construct is an unobservable, abstract concept that is measured indirectly by a group of related variables. Some examples of commonly measured constructs in marketing include service quality, value, customer satisfaction, and brand attitude. Constructs that represent characteristics of respondents may also be measured, for example, innovativeness, opinion leadership, and deal proneness.

Difficulty: Medium

Page: 63

 

55.  Briefly explain the process of conceptualization.

Answer: Researchers follow the process of conceptualization to more effectively communicate relationships and variables. Conceptualization involves identifying the variables for the research; specifying hypotheses and relationships; and preparing a diagram (conceptual model) that visually represents the relationships to be studied. The end result of conceptualization is a visual display of the hypothesized relationships using a box and arrows diagram. This diagram is called a conceptual model.

Difficulty: Easy

Page: 66

 

56.  Explain the differences between a null hypothesis and an alternative hypothesis.

Answer: In hypothesis development, the null hypothesis states that there is no relationship between the variables. The null hypothesis is the one that is always tested by statisticians and market researchers. Another hypothesis, called the alternative hypothesis, states that there is a relationship between two variables. If the null hypothesis is accepted, we conclude that the variables are not related. If the null hypothesis is rejected, we find support for the alternative hypothesis, that the two variables are related.

Difficulty: Medium
Page: 67-68

 

Chapter 04

Exploratory and Observational Research Designs and Data Collection Approaches

 

Multiple Choice Questions    

 

1.    The objective of descriptive research is to:

2.    test cause-and-effect relationships between specifically defined marketing variables.

3.    explicitly define the research question and variables.

4.    collect information that provides answers to research questions.

5.    choose the type of individuals who will best represent the target population of interest.

6.    ascertain how much detail of the behavior needs to be recorded.

Answer: C

Difficulty: Medium

Page: 77

 

2.    Which of the following is true of quantitative methods?

3.    It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.

4.    It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.

5.    Quantitative analysis techniques cannot be applied to qualitative data.

6.    It can be superior for studying topics that involve complex psychological motivations.

7.    Quantitative researchers usually collect detailed data from relatively small samples which limit a researcher’s ability to generalize quantitative data to the population.

Answer: B

Difficulty: Medium

Page: 77

 

3.    Quantitative research methods are characterized by:
A. small samples.

4.    unstructured questions.

5.    subjective analyses.

6.    preliminary insights.

7.    descriptive and casual designs.

Answer: E

Difficulty: Easy

Page: 77

 

4.    In which of the following scenarios would you most strongly recommend using quantitative research?

5.    When the objective is to identify new ideas and thoughts for a product

6.    When the main goal is to uncover unanticipated findings and reactions

7.    When the objective is to understand hidden underlying psychological processes

8.    When the objective is to validate and estimate the strength of a relationship

9.    When you have access to small samples

Answer: D

Difficulty: Medium

Page: 78