Marketing Final Exam

Then asked operators to use the machines for a few

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Unformatted text preview: E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 85. Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joystick-based steering mechanism. As a part of their research, they built graders that included both a steering wheel and joystick steering mechanisms, then asked operators to use the machines for a few days. After two days of testing, several of the operators liked the joysticks so much that they suggested the steering wheel be removed to provide better visibility. This would be an example of using an experiment to gather _____ data. a. primary b. secondary c. dichotomous d. ethnographic e. collaborative ANS: A The use of experiments is a technique for gathering primary data. PTS: 1 REF: 147-148 Thinking KEY: CB&E Model Research 86. The best experiments are those in which: a. b. c. d. e. ANS: B OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application all variables are allowed to act freely all variables are held constant except the ones being manipulated all factors provide the desired results the subjects are unpaid volunteers two variables are held constant while all of the others are manipulated An experiment is characterized by the researcher changing one or more variables while observing the effects of those changes on another variable. The best ones hold all factors constant except those factors being manipulated. PTS: 1 REF: 147-148 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 87. The population from which a sample in a marketing research study will be drawn is referred to as the: a. universe b. market c. test market d. focus group e. control group ANS: A A universe is the population from which a sample, or the subset of a larger population, will be drawn. PTS: 1 REF: 148 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 88. In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a. Must the sample be representative of the population? b. Who can perform the actual sampling? c. What is the population or universe of interest? d. How often should the sample be redesigned? e. How large should the sample be in terms of its measurement costs? ANS: C Before a sampling plan is chosen, the population of interest must be defined. PTS: 1 REF: 148 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 89. A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected. a. irregular b. probability c. nonprobability d. convenience e. piggyback ANS: B This is the definition of a probability sample. PTS: 1 REF: 148 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 90. A research manager decides to pick households for intervie...
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