chapter_5.docx - Indicate whether the statement is true or false 1 Once adequate amounts of data have been collected the researcher should present the

chapter_5.docx - Indicate whether the statement is true or...

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Indicate whether the statement is true or false. 1. Once adequate amounts of data have been collected, the researcher should present the report. a. True b. False 2. Researcher Martina Nugh was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Nugh has used a random sampling procedure. a. True b. False 3. Stuart Marketing Research was hired by a large manufacturer of gift-wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. Stuart Marketing Research is gathering information on the way people wrap gifts. The information gathered would be an example of primary data. a. True b. False 4. A decision support system (DSS) involves the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management. a. True b. False 5. Measurement error occurs when the sample of people who were actually interviewed differs from the target population. a. True b. False 6. The most popular technique for gathering primary data is statistical analysis. a. Trueb. False 7. An example of a good open-ended question would be, “Do you prefer dark chocolate or milk chocolate?” a. True b. False 8. Ethnographic research is a form of experiment research because it is conducted without any preconceptions. 9. To save money on marketing research, a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of secondary data. 10. The three roles of marketing research are persuasive, reminder, and informative. a. True b. False
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11. Among the advantages claimed for online focus groups are speed, cost-effectiveness, broad geographic scope, accessibility, and honesty. a. True b. False 12. When the Bombay Company, a retailer of upscale furnishings, first opened its e-commerce site, it drew a number of lookers but few buyers. The company’s recognition that a problem existed with its website is the firststep in the marketing research process. 13. A random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample. a. Trueb. False
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