Marketing Final Exam

Risk when she conducted the same survey again using

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Unformatted text preview: 49 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 108. In a survey for her marketing class, Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of a _____ error. a. representational b. random c. nonprobability d. frame e. reliability ANS: B A random error occurs when the results of two surveys conducted in the same manner differ. PTS: 1 REF: 149 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 109. A _____ specializes in interviewing respondents on a subcontracted basis. The firm may also provide focus group facilities, mall intercept locations, test product storage, and kitchen facilities to prepare test food products. a. research diagnostic firms b. single-source researchers c. marketing information organization companies d. decision support companies e. field service firm ANS: E This is the definition of a field service firm. PTS: 1 REF: 149 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 110. When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a: a. decision support company b. data-mining company c. field service firm d. knowledge portal e. marketing research diagnostics firm ANS: C Field service firms specialize in interviewing respondents on a subcontracted basis. PTS: 1 REF: 149 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 111. Several types of analysis are common to marketing research. Which one is the simplest? a. One-way frequency counts b. c. d. e. Statistical analyses Cross-tabulations Passive people meters Scaled responses ANS: A The use of one-way frequency counts provides the simplest technique for organizing and analyzing data. PTS: 1 REF: 149 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 112. Kent has gathered data concerning people’s preferences for traditional breakfast foods. He has learned that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefer something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they can eat while they drive to work. What method of analyzing the data has Kent used? a. Cross-tabulation b. Standard deviation c. One-way frequency count d. Single correlation e. Linear regression ANS: C One-way frequency tables are used to record the responses to a question. PTS: 1 REF: 149 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC...
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