Chapter 6 - Qualitative Research Tools
1. Exploratory research is intended to provide conclusive research answers to questions of fact.
REF: p. 132
2. Exploratory research typically provides good-quality quantitative data.
Chapter 8Survey Research: An Overview
1. The purpose of survey research is to collect secondary data.
REF: p. 186
2. Survey research collects primary data that are collected for the specific current research project.
REF: p. 186
Chapter 1The Role of Marketing Research
1. Marketing research attempts to provide accurate information in order to reduce uncertainty in decisionmaking.
REF: p. 6
2. The primary task of marketing managers is to make effective decisions.
Chapter 19Editing and Coding: Transforming Raw Data into Information
1. The process of data analysis begins before the data have been collected.
REF: p. 479
2. Mistakes that are made by the respondent in a phone survey are called nonresp
Chapter 22Bivariate Statistical Analysis: Differences Between Two Variables
1. Marketing researchers frequently use cross-tabulation techniques in data analysis.
REF: p. 546
2. When the difference between two groups is measured, this is
Chapter 21Univariate Statistical Analysis
1. In marketing research, the purpose of the null hypothesis is to provide an opportunity to reject it.
REF: p. 524
2. The symbol typically assigned to the null hypothesis is H0.
REF: p. 5
Chapter 20Basic Data Analysis: Descriptive Statistics
1. When a researcher records how often each response in a survey occurs in a group of respondents, this
is called simple tabulation.
REF: p. 503
2. The type of measurement scale used
Chapter 24Introducing Multivariate Statistical Analysis
1. Multivariate statistical analysis permit the researcher to consider the effects of three or more variables
at the same time.
REF: p. 597
2. The basic types of multivariate techni
Chapter 25Communicating Research Results: Research Report, Oral Presentation,
and Research Follow-Up
1. Every research report is customized to fit the project it represents.
REF: p. 626
2. The summary of the research report should be wri
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Chapter 1: The Role of Marketing Research
1. Marketing research attempts to provide accurate information in order to reduce uncertainty in
CONSENT OF THE NETWORK
Who is the author, what makes her an authority?
Former CNN Journalist that lived in China for a while.
What is the problem here?
Good reason to worry about the way in which our digital lives are being shaped
by regulators, p
TWEETS AND STREETS
Graffiti: The revolution wont be tweeted Gil-Scott-Heron: The revolution wont be tvd - it will be
lie. What does it mean?
Dont just sit back and watch, be part of it.
What is the author intreated in studying? What are his RQs?
Facebook Article (FIU Students)
How people see you your through your Facebook and other SNS when looking for jobs.
Thesis: Facebook impressions can cause a problem with employment because what they see might
not be as accurate of who that person actually
1. It is an ethical issue for the interviewer to tell the potential respondent the correct expected length of
the interview session.
REF: p. 463
2. The foot-in-the-door technique begins with a small initial request an
Chapter 14Attitude Measurement
1. A person's knowledge about a brand is part of the affective component of that person's attitude toward
REF: p. 330
2. Many variables that are of interest to marketing researchers cannot be di
Chapter 3The Marketing Research Process
1. The purpose of exploratory research is to provide conclusive evidence for a particular marketing
REF: p. 53
2. Descriptive research can be a useful way to segment target markets.
Chapter 5Problem Definition: Jump-starting the Research Process
1. The definition of the marketing problem determines the purpose of the research and the research
REF: p. 104
2. The problem definition stage is the easiest stage o
Chapter 2Information Systems and Knowledge Management
1. All information is valuable to a marketing manager.
REF: p. 28
2. Information is called relevant if it clarifies the situation facing the marketing manager.
REF: p. 29
1. It is typical in observation studies for the observer to ask questions of the person who is being
REF: p. 237
2. An observer needs to record events as they occur, and not rely on records of past events.
Chapter 7Secondary Data Research in a Digital Age
1. Secondary data are collected at a time period before the current project.
REF: p. 160
2. Secondary data require current access to respondents who provided the data.
REF: p. 160
Chapter 11Experimental Research: An Overview
1. Experimental research attempts to find causal relationships among variables.
REF: p. 256
2. A researcher who performs an experiment attempts to determine if the treatment is the cause of th
Chapter 9Survey Research: Basic Methods of Communication with Respondents
1. The interaction between an interviewer and a respondent decreases the chances that the respondent will
answer all of the survey questions over what would be likely to
Chapter 12Test Markets and Experimental Design
1. A test market study involves the use of a controlled field experiment.
REF: p. 285
2. Test marketing allows the opportunity to test alternative marketing mix ideas in the marketplace.
Chapter 15Questionnaire Design
1. The two basic criteria for designing a questionnaire are relevance and accuracy.
REF: p. 353
2. A questionnaire is accurate is no unnecessary information is collected in order to solve the marketing
Chapter 16Sampling Designs and Sampling Procedures
1. Sampling involves using a small number of people in the target market to make conclusions about the
entire target market population.
REF: p. 403
2. The purpose of sampling is to estim
Chapter 17Determination of Sample Size: A Review of Statistical Theory
1. The Statistical Abstract of the United States which is published each year by the federal government is
an example of descriptive statistics.
REF: p. 430
2. The mi
1. In measurement, whenever a number is used to assign a value to an obse3rvation, the researcher must
assign this number according to some predetermined rule.
REF: p. 310
2. In marketing research, it is often true
Chapter 4The Human Side of Marketing Research: Organizational and Ethical
1. It is not considered to be an invasion of an employees privacy to use mystery shoppers in department
REF: p. 90
2. When one of McDonalds employee