Essentials of Marketing Research 4Th Edition by Joseph Hair, Jr. – Test Bank

 

To Purchase this Complete Test Bank with Answers Click the link Below

 

https://tbzuiqe.com/product/essentials-of-marketing-research-4th-edition-by-joseph-hair-jr-test-bank/

 

If face any problem or Further information contact us At tbzuiqe@gmail.com

 

 

 

Sample Test

Chapter 03

Secondary Data, Literature Reviews, and Hypotheses

 

Multiple Choice Questions

1.

_____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers. A. Internal primary data   B. Internal secondary data   C. External secondary data   D. External primary data   E. Internal tertiary data

 

2.	_____ is a comprehensive examination of available information that is related to a research topic. A. A literature review   B. A conjoint analysis   C. A situation analysis   D. Concept testing   E. Cluster sampling

 

3.

Evaluating secondary data based on the purpose criterion involves _____. A. ensuring accuracy of the secondary data   B. ensuring the data is consistent with the research objectives at hand   C. seeking multiple sources of the same data to assure consistency   D. finding flaws in the methodological procedures used in collecting the data   E. determining the underlying motivation or hidden agenda, if any, of the organization that collected the secondary data

 

4.

While evaluating secondary data based on the accuracy criterion, researchers must _____. A. seek out multiple sources to check consistency of the data   B. evaluate the data collection method   C. evaluate whether or not the data is out of date   D. carefully evaluate the data on how it relates to the current research objective   E. determine the hidden agenda of the company that collected the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

 

5.

Which of the following statements is true of internal secondary data? A. It is expensive to access the sources of internal secondary data.   B. Internal secondary data cannot be used by decision makers in planning new-product introductions.   C. It can be easily obtained from scholarly and government sources.   D. Internal sources of secondary data are accessed only after getting useful information from external sources of secondary data.   E. Internal secondary data are the most readily available.

 

6.	_____ are sources of internal secondary data. A. U.S. government documents   B. Articles on Lexus/Nexus   C. Marketing blogs   D. Sales invoices   E. Newspaper websites

 

7.	_____ are sources of external secondary data. A. Customer letters   B. U.S. census reports   C. Accounts receivable reports   D. Warranty cards   E. Sales invoices

 

8.

The major reason for using government documents as secondary data sources is that they _____. A. are easily available in all marketing blogs   B. provide predefined categories of variables that always meet user requirements   C. are detailed, complete, and consistent   D. provide the most up-to-date information   E. are available for a wide range of topics

 

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

 

10.	_____ data is market research data that is collected, packaged, and sold to many different firms. A. Syndicated   B. Noncommercial   C. Open source   D. Government   E. Standardized

 

11.	_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time. A. Netnographers   B. Consumer panels   C. Focus groups   D. Ethnographers   E. Mystery shoppers

 

12.

Which of the following statements is true about consumer panels? A. They provide accurate and specific reporting of socially sensitive expenditures.   B. They are more expensive than primary data collection methods.   C. They provide information that is limited to the data collected at the point of purchase.   D. They only provide information about the intentions or propensities to purchase.   E. They are the most readily available sources of secondary data.

 

13.	A _____ is an observable item that is used as a measure on a questionnaire. A. variable   B. construct   C. quota   D. hypothesis   E. parameter

 

14.	A(n) _____ is an unobservable concept that is measured by a group of related variables. A. quota   B. construct   C. alternative hypothesis   D. parameter   E. null hypothesis

 

15.	In the context of developing a conceptual model, constructs are always measured by one or more _____. A. quota sheets   B. consumer panels   C. indicator variables   D. focus groups   E. convenience samples

 

16.	In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain. A. dependent variable   B. independent variable   C. positive relationship   D. negative relationship   E. null hypothesis

 

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.

 

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.

 

19.

A conceptual model becomes a theoretical model when: A. a full-scale study is likely to cost more than an exploratory study.   B. a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest.   C. a literature review or an exploratory research is sufficient to support the model’s pictured relationships between variables.   D. the dependent variables identified in the model are constructs.   E. the independent variables identified in the model are constructs.

 

20.	A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena. A. construct   B. law   C. sample statistic   D. fact   E. hypothesis

 

21.	A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true. A. marginal   B. test   C. null   D. theoretical   E. alternative

 

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

 

23.	A(n) _____ hypothesis states that there is a relationship between two variables. A. null   B. test   C. alternative   D. default   E. limited

 

24.	A parameter is defined as the _____. A. true value of a null hypothesis   B. true value of a variable   C. estimate of an alternative hypothesis   D. estimate of a sample statistic   E. estimated value of a construct

 

25.	_____ is the value of a variable that is estimated from a sample. A. Sample statistic   B. Parameter statistic   C. Alternative statistic   D. Sample parameter   E. Alternative parameter

 

 

True / False Questions

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

 

27.	A literature review can suggest research hypotheses to investigate. True    False

 

28.	Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in researching similar topics. True    False

 

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

 

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

 

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

 

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

 

33.	Bundlr is an example of gatekeeper technology. True    False

 

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. True    False

 

35.	Unlike popular sources of secondary data, scholarly sources can be tracked using web-based bookmarking. True    False

 

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

 

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

 

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

 

39.	The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods. True    False

 

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

 

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

 

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

 

43.	A construct is an unobservable and abstract concept. True    False

 

44.	When modeling causal relationships, variables or constructs in relationships can only be dependent variables. True    False

 

45.	Hypotheses provide the basis for the relationships between constructs pictured in conceptual models. True    False

 

46.	If it is hypothesized that service provider competence and empathy lead to higher perceptions of service quality, then service quality is the dependent variable in this relationship. True    False

 

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

 

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

 

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

 

50.	The failure to reject a null hypothesis means that the null hypothesis is definitely true. True    False

 

 

Essay Questions

51.	Explain the objectives of doing a literature review.

 

52.	Explain the importance of internal secondary data.

 

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

 

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

 

55.	Briefly explain the process of conceptualization.

 

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

 

Chapter 03 Secondary Data, Literature Reviews, and Hypotheses Answer Key

Multiple Choice Questions

1.

_____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers. A. Internal primary data   B. Internal secondary data   C. External secondary data   D. External primary data   E. Internal tertiary data

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.1 Understand the nature and role of secondary data.

 

2.	_____ is a comprehensive examination of available information that is related to a research topic. A. A literature review   B. A conjoint analysis   C. A situation analysis   D. Concept testing   E. Cluster sampling

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.2 Describe how to conduct a literature review.

 

3.

Evaluating secondary data based on the purpose criterion involves _____. A. ensuring accuracy of the secondary data   B. ensuring the data is consistent with the research objectives at hand   C. seeking multiple sources of the same data to assure consistency   D. finding flaws in the methodological procedures used in collecting the data   E. determining the underlying motivation or hidden agenda, if any, of the organization that collected the secondary data

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.2 Describe how to conduct a literature review.

 

4.

While evaluating secondary data based on the accuracy criterion, researchers must _____. A. seek out multiple sources to check consistency of the data   B. evaluate the data collection method   C. evaluate whether or not the data is out of date   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

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.2 Describe how to conduct a literature review.

 

5.

Which of the following statements is true of internal secondary data? A. It is expensive to access the sources of internal secondary data.   B. Internal secondary data cannot be used by decision makers in planning new-product introductions.   C. It can be easily obtained from scholarly and government sources.   D. Internal sources of secondary data are accessed only after getting useful information from external sources of secondary data.   E. Internal secondary data are the most readily available.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

6.	_____ are sources of internal secondary data. A. U.S. government documents   B. Articles on Lexus/Nexus   C. Marketing blogs   D. Sales invoices   E. Newspaper websites

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

7.	_____ are sources of external secondary data. A. Customer letters   B. U.S. census reports   C. Accounts receivable reports   D. Warranty cards   E. Sales invoices

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

8.

The major reason for using government documents as secondary data sources is that they _____. A. are easily available in all marketing blogs   B. provide predefined categories of variables that always meet user requirements   C. are detailed, complete, and consistent   D. provide the most up-to-date information   E. are available for a wide range of topics

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

10.	_____ data is market research data that is collected, packaged, and sold to many different firms. A. Syndicated   B. Noncommercial   C. Open source   D. Government   E. Standardized

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

11.	_____ consist of large samples of households that have agreed to provide detailed data for an extended period of time. A. Netnographers   B. Consumer panels   C. Focus groups   D. Ethnographers   E. Mystery shoppers

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

12.

Which of the following statements is true about consumer panels? A. They provide accurate and specific reporting of socially sensitive expenditures.   B. They are more expensive than primary data collection methods.   C. They provide information that is limited to the data collected at the point of purchase.   D. They only provide information about the intentions or propensities to purchase.   E. They are the most readily available sources of secondary data.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

13.	A _____ is an observable item that is used as a measure on a questionnaire. A. variable   B. construct   C. quota   D. hypothesis   E. parameter

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development.

 

14.	A(n) _____ is an unobservable concept that is measured by a group of related variables. A. quota   B. construct   C. alternative hypothesis   D. parameter   E. null hypothesis

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development.

 

15.	In the context of developing a conceptual model, constructs are always measured by one or more _____. A. quota sheets   B. consumer panels   C. indicator variables   D. focus groups   E. convenience samples

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development.

 

16.	In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain. A. dependent variable   B. independent variable   C. positive relationship   D. negative relationship   E. null hypothesis

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

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.

 

Accessibility: Keyboard Navigation Difficulty: 3 Hard Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

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.

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development. Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

19.

A conceptual model becomes a theoretical model when: A. a full-scale study is likely to cost more than an exploratory study.   B. a literature review and the available secondary data are inadequate to suggest strong candidates for explaining dependent variables of interest.   C. a literature review or an exploratory research is sufficient to support the model’s pictured relationships between variables.   D. the dependent variables identified in the model are constructs.   E. the independent variables identified in the model are constructs.

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.4 Discuss conceptualization and its role in model development.

 

20.	A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena. A. construct   B. law   C. sample statistic   D. fact   E. hypothesis

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

21.	A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true. A. marginal   B. test   C. null   D. theoretical   E. alternative

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

23.	A(n) _____ hypothesis states that there is a relationship between two variables. A. null   B. test   C. alternative   D. default   E. limited

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

24.	A parameter is defined as the _____. A. true value of a null hypothesis   B. true value of a variable   C. estimate of an alternative hypothesis   D. estimate of a sample statistic   E. estimated value of a construct

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

25.	_____ is the value of a variable that is estimated from a sample. A. Sample statistic   B. Parameter statistic   C. Alternative statistic   D. Sample parameter   E. Alternative parameter

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

True / False Questions

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.1 Understand the nature and role of secondary data.

 

27.	A literature review can suggest research hypotheses to investigate. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.2 Describe how to conduct a literature review.

 

28.	Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in researching similar topics. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.2 Describe how to conduct a literature review.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.1 Understand the nature and role of secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

32.	The ideas expressed in popular sources often involve secondhand reporting of information. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

33.	Bundlr is an example of gatekeeper technology. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

35.	Unlike popular sources of secondary data, scholarly sources can be tracked using web-based bookmarking. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

39.	The cost of collecting data using consumer panels is higher than the cost of using primary data collection methods. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

41.	Media panels and consumer panels are similar in procedure, composition, and design. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

42.	Many of the biases of consumer panels are also found in store audits. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.3 Identify sources of internal and external secondary data.

 

43.	A construct is an unobservable and abstract concept. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development.

 

44.	When modeling causal relationships, variables or constructs in relationships can only be dependent variables. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development. Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

45.	Hypotheses provide the basis for the relationships between constructs pictured in conceptual models. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

46.	If it is hypothesized that service provider competence and empathy lead to higher perceptions of service quality, then service quality is the dependent variable in this relationship. FALSE

 

Accessibility: Keyboard Navigation Difficulty: 2 Medium Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

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

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.5 Understand hypotheses and independent and dependent variables.

 

48.	The end result of conceptualization is a visual display of hypothesized relationships. TRUE

 

Accessibility: Keyboard Navigation Difficulty: 1 Easy Learning Objective: 3.4 Discuss conceptualization and its role in model development.

 

49.	A sample statistic is an estimate of the population parameter. TRUE