RES 320 Final Exam Answers.docx

RES 320 Final Exam ARes 320 Final Exam AnswersRES /320 Final Exam1. Basic research is research that A. Addresses simple issues that are basic, in which research is not really needed. B. Attempts to expand the limits of knowledge for a discipline. . Is conducted to make a decision about a specific real -life problem. D. All of the above.2. When a decision must be made about a specific real-life problem, we would conduct ____ research.3. A Marketing research executive is performing an experiment to determine which of two client ads will draw consumers’ attention better. This is an example of: A. basic research. B. general research C. intuitive research. D. applied research | A |4. Information can be evaluated using which of the following characteristics? A. timeliness B. repeatability C. quality D. All of the above. E. A & C above. | D |5. A company’s private data network, which offers information that is available only inside that organization, is called: A. electronic data interchange (EDI). B. The World Wide Web. C. an Internet. D. an Intranet. E. electronic mail. | D |6. A hypothesis is a proven proposition that asserts the probable answers to research questions. | False |7. Which of the following statements concerning research design is true?A. Research design provides a framework that guides data collection.B. Ideal research design is determined by the research objectives.C. Research design characteristics are indirectly determined by the information needs of the decision maker.D. All of the statements are true. | |8. If the research question were defined as “will buyers purchase more of a product in a blue colored or silver package?” the most appropriate type of research would beA. exploratoryB. descriptiveC. causalD. associativeE. none of the above | |9. The right to privacy is absolute and cannot be waived by anyone under any circumstances. | |10. According to the textbook, which of the following is least likely to be considered unethical?A. A telemarketer selling carpeting begins the telephone sales call by saying he or she is conducting a survey about carpeting.B. A researcher does not tell his or her client that the sampling procedure in the proposal was considered too expensive, so an alternative sampling technique was used.C. Researchers do not tell respondents to a survey sponsoring the survey; that is they maintain a discreet silence about the sponsor of a survey by avoiding the issue.D. The researcher who identifies the most likely prospects for a new photocopying machine passes the names of these people to the sales manager. | |11. When the results of exploratory research are extremely positive, they can take the place of a quantitative research study and save a great deal of money. | |12. In a focus group, the moderator’s job is to prepare a standard set of questions to ask each group member. | |13. The purpose of the case study method is to obtain information from as many similar case situations as possible. | |14. The ideal focus group size isA. less than 5 people.B. 6-10 people.C. approximately 25 people.D. more than 100 people. | |15. Which of the following is an advantage of a depth interview?A. high degree of structureB. valuable insights into motivationC. need for a skilled interviewerD. inexpensiveE. quickly and easily completed. | |16. Secondary data are gathered and recorded by someone prior to (and for purposes other than) the current needs of researchers. | |17. Two major drawbacks of secondary data are determining the accuracy of the data and finding data that fit the specifications of the project. | |18. Secondary data sources can be classified as controllable and uncontrollable. | |19. Which of the following is not a common problem with secondary data?A. outdated informationB. variation in definition of termsC. differing units of measurementD. takes too long to collectE. All of the above are common problems. | |20. Concerning data distributed by media, researchers should be aware thatA. data are copyrighted and thus of limited use.B. they generally refer to product flows through retail outlets.C. data may cover only limited aspects of a topic.D. government regulations severely limit some forms of data.E. all of the above. | |21. When the results of a survey are biased by yea-sayers very agreeable to the interviewer asking questions about a new brand, the survey has auspices bias. | |22. High-cost, low standardization of questioning and limited geographic dispersion are disadvantages characteristic of ______ surveys.A. telephoneB. personal interviewC. mailD. none of the above. | |23. When total error is broken down into two major sources of survey error, they areA. random sampling error and sample selection error.B. random sampling error and administrative error.C. random sampling error and systematic error (bias).D. sample selection error and response bias.E. response bias and non-response error. | |24. The term mystery shopper is a form of scientifically contrived observations. | |25. A distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called observer bias. | |26. Although the observation method may be used to describe a wide variety of behaviors, cognitive phenomena such as attitudes, motivations, and preferences cannot be observed. | |27. Observation allows all of the following exceptA. the systematic recording of nonverbal behavior.B. the amplification of the results from other forms of research by providing complementary evidence.C. the gathering of evidence to explain purchase intentions.D. the gathering and recording of what people do or what events take place during a purchase situation. | |28. In direct observation, if the observer is subjective in the recording of what is occurring, the study is said to haveA. systematic bias.B. observer bias.C. demand characteristics.D. human error.E. response latency. | |29. External validity refers to the question of whether the experimental treatment was the sole cause of observed changes in the dependent variable. | |30. Decisions must be made about several basic elements of an experiment. One of these issues isA. selection and measurement of the dependent variable.B. manipulation of the extraneous variable(s).C. control over the dependent variable.D. selection of assignment of extraneous variables.E. all of the above. | |31. If age is expected to influence savings behavior, a savings and loan conducting an experiment may have greater assurance that there are no intersubject differences if subjects in all experimental groups:A. are customers of the savings and loan.B. are assigned randomly to groups.C. are matched in age.D. are given a pretest.E. all of the above. | |32. A ranking task requires that the respondent estimate the magnitude of some characteristic of the stimuli. | |33. The type of scale utilized in marketing research will determine the form of the statistical analysis. | |34. Although reliability is necessary for validity, it is not in itself sufficient to make a measure valid. | |35. A measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses is known asA. rankingB. ratingC. sortingD. a choice technique | |36. The concept brand loyalty may be operationalized asA. sequences of brands purchased.B. number of different brands purchased.C. amount of brand deliberation.D. all of the above.E. The concept cannot be operationalized. | |37. “Hertz is #1, Avis is #2” implies _____ data.A. nominalB. ordinalC. intervalD. ratioE. The statement implies nothing about data. | |38. The extent to which a measurement is free from random error is a measurement ofA. validity.B. reliability.C. predictive accuracy.D. degrees of freedom.E. systematic validation. | |39. The order of questions in a survey is a potential source of bias. | |40. Managers with experience in marketing research realize that constructing a questionnaire is a fairly simple task. | |41. Which of the following is not an advantage of open-ended questions?A. respondents free to answer whatever they wantB. discovering unanticipated responsesC. “warming up” respondents at the beginning of an interviewD. minimizing interviewer biasE. All of the above are advantages. | |42. Before a questionnaire can be constructed, the researcher must considerA. the analytical techniques and data analysis to be used.B. the communication medium of data collection.C. the type of information needed.D. all of the above.E. none of the above. | |43. The following question: Should Macy’s continue its excellent gift wrapping program? Yes NoA. is a double-barreled question.B. has a built-in assumption.C. is a counterbiasing statement.D. all of the above. | |44. Random sampling errorA. is the difference between a survey that includes only those who responded and a survey that also includes those who failed to respond.B. does not occur in non-probability samples.C. results from the nature of a study’s design and the inappropriate or random administration of the sampling process.D. is a function of sample size.E. is a technical term that applies only to simple random sampling. | |45. When a researcher limits a sample to a group of his or her personal friends in order to minimize non-response error, the sample is referred to asA. an error-free sample.B. a probability sample.C. a personal sample.D. a limited sample.E. a non-probability sample. | |46. If an airline randomly selects 20 of its flights and selects passengers in the odd-numbered seats to participate in a survey,A. the passengers are the primary sampling unit.B. the flights are the primary sampling unit.C. the passengers are the tertiary sampling units.D. the flights are the tertiary sampling units. | |47. A hypothesis is a statement of fact about the nature of the world. | |48. If you wanted to present a great deal of numerical information, you might decide to use a:A. Pie chart.B. Table.C. Descriptive statistical array.D. Line graph.E. Bar chart. | |49. If you wanted to display graphically the relationship of one variable to another, you might use a:A. Pie chart.B. Table.C. Line graph.D. Data matrix.E. Computer program such as SPSS. | |50. Researchers who have strong opinions about the subject of a study are likely to do a better job of conducting the research. | |