MKTG 461 Exam 2
7 Types of Primary Data examples:
Primary Data are very decision focused and are tailored with a specific business issue in mind.
Information collected specifically for the investigation at hand.
The types of primary data about indi
Chapter 4Collecting Secondary Data from Inside and
Outside the Organizationzation
The distinction between primary and secondary data is defined by the:
method of collection.
purpose of the investigation.
form used for col
Chapter 12 Analysis & Interpretation: Individual Variables Independently
1. Data analysis hinges on which of the following considerations about the variable(s) to be analyzed?
a. Will the variable be analyzed in isolation or in relationshi
Chapter 11Data Preparation for Analysis
1. The process of editing involves:
a. categorizing the data.
b. counting the number of cases that fall into the various categories.
c. inspecting and correcting each questionnaire or observation for
Chapter 6Collecting Primary Data by Communication
1. Questions that give the respondent no indication of the true purpose of the research project are known
a. disguised questions.
b. confounded questions.
c. structured questions.
Chapter 13 Analysis & Interpretation: Multiple Variables Simultaneously
1. Which of the following is a technique that measures the closeness of the relationship between two or
more variables by considering their joint variation?
Chapter 3 Exploratory, Descriptive, and Causal Research
The descriptive study:
usually takes the form of an
has its major emphasis on the
discovery of insights and ideas.
is concerned with determining the
Chapter 10 Data Collection: Enhancing Response Rates while Limiting Errors
1. The difference between the observed values of a variable and the long-run average of the observed
values in repetitions of the measurement is (the):
Chapter 9Developing the Sampling Plan
1. Which of the following conclusions to the sentence is INCORRECT? "It is often preferable to sample
rather than canvass a population because."
a. complete counts of populations of even moderate size
Chapter 7Asking Good Questions
1. As defined in the text, measurement consists of:
a. the assignment of numbers (representing quantities of attributes) to objects according to
b. using a given scale to make comparisons.
Chapter 8Designing the Questionnaire
1. The first step in designing a questionnaire is to:
a. determine the type of questionnaire and method of administration.
b. specify what information will be sought.
c. determine the content of individ
Chapter 14The Research Report
1. Which of the following is TRUE for a research report?
a. Because the research report is all that most executives will see of a project, it is the basis
for their evaluation of the research project.
b. If th
Chapter 2The Research Question:Formulation of the Problem
The two fundamental sources of marketing research problems are:
planned change and unplanned
ineffective advertising and change.
poor sales and ineffective
Chapter 1 Marketing Research:From Data to Information to
Which of the following is NOT consistent with the definition of
The definition is broad.
The definition stresses the
importance of activities cond