UOP MKT441 final exam 2015 100% correct solution

1. A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do?

a. Decline the project

b. Conduct more exploratory research

c. Tell the top managers what the research objectives should be and do the
project

d. Agree to do the subsequent project for a lower cost

e. None of the above

2. A teen consumer products firm notes that there were 30 million babies born between 1990 and 2002. The firm also recognizes that because of more single parent homes and dual-earner households, these young consumers are making many more purchase decisions. Beginning the process of marketing to that group of young consumers would be an example of which of the following?

a. determining if the information exists

b. using symptoms to clarify a problem

c. recognizing an opportunity

d. stating research objectives

e. none of the above

3. What does the iceberg principle refer to?

a. Most data analysis techniques tend to be outdated.

b. Research objectives are not often clearly defined.

c. Symptoms are often mistaken for problems in business.

d. none of the above

4. Which of the following is not a source of externally generated secondary data?

a. syndicated marketing research data

b. news media reports

c. Web-based reports

d. salesperson strategic intelligence reports

e. All of the above are externally generated data.

5. A market researcher wants to know what improvements to make to restrooms in

an upcoming redesign for a potential model aircraft. The researcher discovered a number of reports generated from customer complaints. Which of the following best describes the data?

a. Secondary data provided primary research alternatives

b. Secondary data may actually provide a solution to the problem

c. Secondary data may help to clarify the problem

d. Secondary data may alert the marketing research to potential problems or difficulties

e. a and b

f. c and d

g. None of the above

6. A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year. What type of Internet sample should they use?

a. data capture of Web visitors

b. screened Internet sample

c. random web site intercepts

d. unrestricted Internet sample

e. none of the above

7. A market researcher needs to study the shopping habits of married couples over the age of 30 in Moscow. Concerns about validating the study and sampling the right populations leads you to recommend______________________.

a. conducting parallel studies online and off

b. conduct an online study

c. conduct an offline study

d. none of the above

8. Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales. Which type of research will be most appropriate?

a. causal research

b. exploratory research

c. descriptive research

d. qualitative research

e. none of the above

9. Experiments are especially effective in showing causality because they are able to do what?

a. show correlation

b. demonstrate concomitant variation

c. demonstrate an appropriate time order of occurrence

d. eliminate other possible causal factors

e. none of the above

10. ____________________ are/can be a source of measurement differences that produces random or systematic error.

a. Characteristics of individual respondents

b. Short-term personal factors

c. Situational Factors

d. Sampling of items included in the questionnaire

e. All of the above

11. The following scale is illustrative of a __________scale.

____definitely buy

____probably buy

____might buy

____might not

____probably not

____definitely not

a. purchase intent

b. semantic differential

c. rank order

d. Likert

e. none of the above

12. Questions such as "do you often shop in value stores like Target or Wal-Mart?” could________.

a. Bias the respondent

b. Test the respondent’s willingness to answer

c. Consider the respondent’s ability to answer the question

d. None of the above

13. It is important for surveys to include supervisor’s instructions in order to assist the _______.

a. client

b. field services firm

c. respondent

d. none of the above

14. Which of the following is a correct statement regarding probability samples?

a. The researcher can be sure of obtaining information from a representative cross section of the population of interest

b. Sampling error can be computed.

c. The survey results can be projected to the total population.

d. All of the above statements are correct.

e. None of the above are correct.

15. Which of the following statements about sample size is false?

a. There is no direct relationship between population size and the size of the sample required to estimate population parameters.

b. The larger the sample variance, the larger the sample size that is required.

c. The higher the level of confidence, the larger the sample size that is required.

d. The larger the population, the larger the sample size that is required.

e. All of the above statements are false.

16. Researchers use _______________ when their goal is to examine the relationship between two or more predictor variables and on dependent variables.

a. cluster analysis

b. regression analysis

c. correlation analysis

d. conjoint analysis

e. factor analysis

17. Conclusions in a report are derived from the process of ___________.

a. deduction

b. reduction

c. induction

d. none of the above

18. Which of the following is not part of the marketing research report appendices?

a. a detailed list of research objectives

b. cross tabulations for every question

c. technical discussion of research procedures

d. clean copy of the questionnaire(s)

e. All of the above are part of the marketing research report appendices.

19. The executive summary:

a. should be a maximum of four pages

b. is often the most difficult part of the report to write

c. is where the researcher lists key findings

d. all of the above

e. none of the above

20. The percentage of total variation in the dependent variable that is described by the independent variable is expressed by_________.

a. coefficient of determination

b. correlation coefficient

c. coefficient of covariation

d. regression coefficient

e. none of the above

21. What are the possible values in correlation analysis?

a. 0 to 1

b. -1 to +1

c. -1 to 0

d. -.99 to + .99

e. none of the above

22. A normal distribution with a mean of zero and a standard deviation of one is a __________.

a. normal distribution.

b. chi-square distribution.

c. F-distribution.

d. mean distribution.

e. Standard normal distribution.

23. If we were making inferences from a single sample, we would expect that there would be a ____ percent probability that the sample mean or proportion generated from our sample results would be within two standard errors of the true population mean.

a. 68.26%

b. 99.74%

c. 97.5%

d. 95.44%

e. 98.00%

24. ________________ samples must be selected in such a way that every element of the population has a known and equal chance of being selected.

a. Cluster

b. Simple random

c. Convenience

d. Systematic random

e. Stratified random

25. If trying to determine how an area or region will vote in an upcoming election, gender would be an appropriate basis for ___________________.

a. stratification

b. convenience

c. probability

d. all of the above

26. If a researcher offers beer drinkers an extra incentive to recruit their friends who also drink beer to participate in the study, s/he is using a(n) ________sample.

a. cluster

b. systematic

c. stratified

d. snowball

e. none of the above

27. Which of the following is not specifically part of the questionnaire evaluation process?

a. evaluating questionnaire length

b. the necessity of each of the questions

c. getting approval from a client

d. whether questions are needed to accomplish research objectives

e. All are part of the questionnaire evaluation process.

28. “Do you own a cell phone? ____YES ____NO” is an example of which type of question format?

a. scaled response

b. dichotomous

c. open ended

d. closed ended

e. none of the above

29. What measurement do marketing researchers seek to quantify in their studies?

a. attitudes

b. income

c. brand loyalty

d. age

e. all of the above

30. Test markets are which of the following type of experiment?

a. controlled experiment

b. exploratory experiment

c. field experiment

d. laboratory experiment

e. none of the above