Marketing Final Exam

Project a random b piggyback c probability d

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Unformatted text preview: alled primary data. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 129. Refer to Sav-More Supermarkets. Al Edisto, Sav-More’s frozen food manager, decided to survey each customer who stops in front of the frozen orange juice section on Saturday. Edisto used a _____ sample for his research project. a. random b. piggyback c. probability d. stratified e. convenience ANS: E The convenience sample is based on using respondents who are convenient or readily accessible to the researcher. PTS: 1 REF: 148 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students’ attitudes and intentions toward getting an online degree from this university. 130. Refer to University Research Study. Which role of marketing research is represented if the student researchers address “what if” questions, such as examining the outcomes if all the degree programs were available online? a. Predictive b. Proscriptive c. Descriptive d. Diagnostic e. Normative ANS: A Marketing research’s predictive function is to address “what if” questions. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 131. Refer to University Research Study. If the students analyze census data to determine demographic trends in the primary market area for the university, they are using _____ data. a. primary b. secondary c. proprietary d. single-source e. representational ANS: B Secondary data are data previously collected for any purpose other than the one at hand. PTS: 1 REF: 141 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 132. Refer to University Research Study. In addition to understanding potential students’ attitudes and intentions regarding online degree programs, the administration has also asked the students to gather data on another project regarding the public’s attitude toward the university. Gathering data on two different projects using one questionnaire is called a(n) _____ study. a. piggyback b. dichotomous c. dual-purpose d. compound e. synergistic ANS: A This is describing a piggyback study. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 133. Refer to University Research Study. When the students presented the results of their study to the university administration, they discussed the differences in responses between male a...
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This document was uploaded on 09/29/2013.

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