Marketing Final Exam

Of a cross tabulation pts 1 ref 150 thinking key cbe

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Unformatted text preview: : BLOOMS Application 113. _____ lets the analyst look at the responses to one question in relation to the responses to one or more other questions. a. One-way regression analysis b. Two-way regression analysis c. The one-way frequency count d. Cross-tabulation e. Content analysis ANS: D This is the definition of a cross-tabulation. PTS: 1 REF: 150 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 114. If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is: a. one-way frequency tables b. standard deviation measures c. d. e. cross-tabulations passive people meters scaled responses ANS: C Cross-tabulations allow the analyst to look at the responses to one question in relation to the responses to one or more other questions. PTS: 1 REF: 150 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 115. What is the last step of the marketing research process? a. Specify sampling procedures. b. Bill the client. c. Analyze data. d. Follow up. e. Prepare and present the report. ANS: D The final step is to follow up to determine why management did or did not carry out the recommendations in the report. PTS: 1 REF: 150 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 116. All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hard-to-reach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey ANS: C Measurement error is not an advantage associated with the use of Internet surveys. PTS: 1 REF: 151-152 OBJ: 09-4 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Analysis 117. What is the moderator’s role in online focus groups? a. To limit the discussion to closed-ended questions b. To provide freestyle screen dialogue including text, instructions, and probes c. To make sure costs remain relatively low d. To act as a data-mining engineer e. To let respondents control the discussion ANS: B One of the most difficult jobs of the moderator is to control the discussion. PTS: 1 REF: 152 OBJ: 09-4 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Comprehension 118. All of the following are advantages associated with online focus groups EXCEPT: a. good participation rates b. cost-effectiveness c. narrow geographic scope d. accessibility e. honesty of respondents ANS: C Online focus groups offer a broad geographic scope. PTS: 1 REF: 153 OBJ: 09-4 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Analysis 119. A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is kn...
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This document was uploaded on 09/29/2013.

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