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Principles of Marketing Research Online Certificate Course

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1. The first step in the marketing planning process is to:
      a. Select the target market(s)
      b. Define the marketing objectives
      c. Specify each element of the marketing mix
      d. Assess the environmental opportunities and constraints
      e. Develop an implementation plan

2. Which of the following is the best hypothesis statement to address the research question, "What impact will the new advertising campaign have on use of Brand B?"
      a. The new advertising campaign will increase Brand B usage.
      b. The new advertising campaign will impact Brand B usage.
      c. The new advertising campaign will increase Brand B trial.
      d. The new advertising campaign will cause increased Brand B usage at the expense of Brand C.
      e. The new advertising campaign will increase Brand B's market penetration.

3. Which of the following should not be a consideration in writing a proposal?
      a. Understanding the purpose behind the request for proposal
      b. Understanding the problem situation
      c. The appearance/form of the proposal
      d. Responding to every element exactly as specified by the client
      e. Knowing as much as possible about the proposal recipients

4. A ________ scale only assigns numbers to objects to classify the objects according to the characteristic of interest.
      a. Ratio
      b. Ordinal
      c. Nominal
      d. Interval
      e. Dichotomous

5. A telephone company is interested in obtaining customers' reactions to a new service package. Which of the following primary research methods would be most effective in reaching this audience to obtain their feedback?
      a. Mall intercept interviews
      b. An Internet survey
      c. Telephone interviews
      d. A mail survey
      e. Focus groups

6. When issues to be addressed are personal, sensitive, or subject to strong social norms, a qualitative research technique generally recommended is:
      a. Focus groups
      b. Mini-groups
      c. Laddering
      d. Symbolic analysis
      e. Projective research

7. What type of sample involves some form of random selection so that every member of the sampling frame has an equal, non-zero chance of being included in the sample?
      a. Probability sample
      b. Census equivalent sample
      c. Zero-bias sample
      d. All-inclusive sample
      e. Non-probability sample

8. Conditions favoring the use of a sample over a census include a:
      a. Small population size
      b. Long time frame
      c. Small budget
      d. High cost of sampling errors
      e. Low cost of non-sampling errors

9. Increasing the size of the sample is likely to:
      a. Decrease sampling error but increase non-sampling error
      b. Increase sampling error but decrease non-sampling error
      c. Decrease both sampling error and non-sampling error
      d. Increase both sampling error and non-sampling error
      e. Increase sampling error but have no impact on non-sampling error

10. An advantage of computer-assisted telephone interviewing is:
      a. Interviewing time is reduced
      b. Data quality is enhanced
      c. Questionnaires do not have to be coded
      d. There is little opportunity for interviewer bias
      e. This method tends to achieve high response rates compared to other methods

11. If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via:
      a. Scanner data
      b. In-store intercepts with consumers observed purchasing a product in the category
      c. Telephone interviews with individuals who made a recent category purchase
      d. An audit
      e. Diary panel data from individuals making purchases in the category

12. Which of the following is false with regard to the benefits of multiple-choice questions over open-ended questions?
      a. The use of multiple-choice questions reduces interviewer bias
      b. Multiple-choice questions are easier to design
      c. Multiple-choice questions are less costly for coding and data processing
      d. Multiple-choice questions are quicker to administer
      e. The use of multiple-choice questions results in higher cooperation for self-administered surveys

13. Detailed and unambiguous instructions are particularly important for:
      a. Interviewer-administered personal interviews
      b. Computer-assisted telephone surveys
      c. Mail surveys
      d. Computer-assisted personal interviews
      e. Internet surveys

14. If an interview is conducted with a respondent who does not meet the qualifications for a study, what kind of bias has occurred?
      a. Position bias
      b. Respondent bias
      c. Lifestyle bias
      d. Non-response bias
      e. Instrument bias

15. Setting quotas for hard-to-reach respondents is one way to minimize _______ bias.
      a. Respondent
      b. Interviewer
      c. Instrument
      d. Non-response
      e. Sampling

16. Which of the following is an example of an issue that would be checked in a field edit?
      a. Completion of all questions on a questionnaire
      b. Legible writing
      c. Single responses to all multiple choice questions
      d. Logical answers between questions (i.e., attributes should be rated high if purchase interest is high)
      e. The accuracy of a respondent's phone number (if this information is collected)

17. The telephone rings, you answer, and the caller asks you to respond to a survey. After a few questions, the caller begins to offer you the opportunity to purchase land at a local lake for a summer home. This practice is known as _______ and is ______ in many countries.
      a. Frugging, unethical
      b. Frugging, illegal
      c. Sugging, unethical
      d. Sugging, illegal
      e. Sugging, ethical

18. Eliminating a respondent's survey due to many questions being left blank is referred to as:
      a. Pairwise deletion
      b. Neutral value deletion
      c. Casewise deletion
      d. Imputed response deletion
      e. Variable deletion

19. To standardize a scale, subtract ____ from ____ and divide by _____.
      a. The standard deviation, the variance, the mean
      b. The mean, each score, the standard deviation
      c. Each score, the standard deviation, the mean
      d. Each score, the mean, the variance
      e. The standard deviation, the variance, each score

20. If a nominal scale is used, it is permissible to calculate which of the following statistics?
      a. Mean
      b. Standard deviation
      c. Range
      d. Percentile
      e. Mode

21. Multicollinearity occurs when:
      a. There are high intercorrelations among the independent variables
      b. The independent variables are mutually exclusive
      c. The independent variables are irrelevant
      d. There are too many independent variables
      e. The dependent variable cannot be predicted by the independent variables

22. The key objective of data analysis is to:
      a. Understand relationships between variables
      b. Calculate statistics
      c. Obtain the distribution of responses for each question
      d. Create tables which display the survey results
      e. Provide those reading the report with as much detail as possible about the survey results

23. Which of the following is the best way to staff a research department?
      a. Keep staffing levels low just in case the work slows down; during particularly busy times the staff can put in more hours.
      b. Keep staffing levels high, so that adequate resources are always available for peak times.
      c. Develop a broad range of skill sets in each employee so there is flexibility in what can be assigned to each researcher in order to balance workloads.
      d. Keep overhead down by exclusively using independent contractors who are paid only for the work they do on specific assignments.
      e. Fill as many positions as possible with part-time rather than full-time staff to have the flexibility of increasing or decreasing hours based on workloads.

24. Which of the following is a general rule for research department budgeting?
      a. Establish a fixed budget that does not allow for deviations.
      b. Obtain client input in the research budgeting process.
      c. Try to establish as high a budget as possible in order to have extra dollars available for unanticipated issues requiring investigation.
      d. Allocate fewer resources to projects focused on current information needs, and greater resources to the investigation of future issues.
      e. Consider the budget as simply a starting point for the allocation of resources since needs change over time and flexibility is important.

25. A recent study of car owners indicated that 10% felt Brand A had the best quality, 9% felt Brand B did, and 6% felt other models did. The remainder had no opinion. The advertising claim that most car owners who gave an opinion believe that Brand A has the best quality is an example of _____ which is _______.
      a. Biased research, unethical
      b. Effective advertising, ethical
      c. Misleading reporting, unethical
      d. Incomplete reporting, unethical
      e. Accurate reporting, ethical