1) ________ is undertaken to help identify problems that are perhaps not apparent on the surface

and yet exist or are likely to arise in the future.

A) Problem identification research
B) Segmentation research
C) Problem solving research
D) Marketing information systems A) Problem identification research

2) Which of the issues listed below would be addressed using problem-solving research?
A) the need to understand market potential
B) the need to understand current cultural trends
C) the need to understand changes in consumer behavior D) the need to determine where to
locate retail outlets D) the need to determine where to locate retail outlets

3) In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their
problem. Which of the tasks below was not used by Kellogg's to identify their problem?
A) They spoke to decision makers within the company.
B) They developed and tested several new flavors of cereal using mall intercept interviews with
adult customers
C) They interviewed industry experts.
D) They surveyed customers about their perceptions and preferences for cereals. B) They
developed and tested several new flavors of cereal using mall intercept interviews with adult
customers

4) ________ is conceptualized as consisting of six steps which include problem definition,

developing an approach to the problem, research design formulation, field work, data preparation
and analysis, and report generation and presentation.
A) The marketing research process
B) Marketing information systems
C) Marketing research problem
D) A decision support system A) The marketing research process

5) Marketing managers need the information provided by marketing research for many reasons.
Which of the following is not a reason to need information provided by marketing research?
A) Firms have become national and international in scope. B) Consumers have become more
affluent and sophisticated.
C) Competition has become more intense.
D) All of the above are reasons to need information provided by marketing research. D) All
of the above are reasons to need information provided by marketing research.

6) Competitive intelligence ________.

A) enables senior managers in companies to make informed decisions about everything

B) consists of integrated systems of hardware, communications networks, and software
C) is a continuous process involving the legal and ethical collection of information
D) A and C are both correct D) A and C are both correct
7) Which of the following statements is (are) true concerning big firms?
A) Many firms maintain in-house marketing research departments.
B) The marketing research department's place in the organizational structure may vary
considerably.
C) Firms with in-house research departments never use external research suppliers.
D) Both A and B are correct. D) Both A and B are correct.

8) External research suppliers can be classified as ________ and ________.

A) limited-service; partial-service
B) full-service; partial-service
C) full-service; limited-service
D) none of the above C) full-service; limited-service

9) Which of the following is not an example of a full-service supplier (Figure 1.4 in the text)?
A) syndicated services
B) customized services
C) Internet services
D) analytical services D) analytical services

10) The Nielsen Television Index is a set of information of known commercial value that is
provided to multiple clients on a subscription basis. The Nielsen Index is an example of
________.
A) syndicated services
B) customized services
C) standardized services
D) analytical services A) syndicated services

11) Syndicated services ________.

A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) are companies that collect and sell common pools of data designed to serve information needs
shared by a number of clients
D) offer a wide variety of marketing research services customized to suit a client's specific needs
C) are companies that collect and sell common pools of data designed to serve
information needs shared by a number of clients

12) Customized services ________.

A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) collect and sell common pools of data designed to serve information needs shared by a
number of clients
D) offer a wide variety of marketing research services tailored to suit a client's specific needs
D) offer a wide variety of marketing research services tailored to suit a client's specific
needs

13) Limited-service suppliers ________.

A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) collect and sell common pools of data designed to serve information needs shared by a
number of clients.
D) offer a wide variety of marketing research services tailored to suit a client's specific needs
A) specialize in one or a few phases of the marketing research project

14) There are many entry level marketing research positions available for persons with BBAs or
MBAs. Which one of the following is not an entry-level position?
A) operational supervisor
B) senior analyst
C) junior research analyst
D) research analyst B) senior analyst

15) A ________ is a formalized set of procedures for generating, analyzing, storing, and
distributing pertinent information to marketing decision makers on an ongoing basis.
A) marketing information system
B) management information system
C) decision support system
D) none of the above A) marketing information system

16) ________ are integrated systems including hardware, communications network, data base,
model base, software base, and the ________ user (decision maker) that collect and interpret
information for decision making.
A) Marketing information systems (MIS); MIS
B) Management information systems (MIS); MIS
C) Decision support systems (DSS); DSS
D) none of the above C) Decision support systems (DSS); DSS

17) Marketing research has often been described as having four stakeholders. These stakeholders
have certain responsibilities to

each other and to the research project. Which of the following is not one of the stakeholders?
A) the marketing researcher
B) the respondent
C) the public
D) the environment D) the environment

18) Which of the tasks below might be conducted by the researcher during the "problem
definition" and the "development of an approach to the problem" steps of the marketing research
process?
A) analysis of secondary data
B) interviews with industry experts
C) qualitative research
D) all of the above D) all of the above
1. The need for the researcher to understand the nature of what decision managers face and what
they hope to learn from research is one of the reasons to conduct ________.
A) discussions with decision makers
B) interview with experts
C) secondary data analysis
D) qualitative research A) discussions with decision makers

2. If the management decision problem is: "Should a new product be introduced?" what is the
most appropriate marketing research problem?
A) determining the price elasticity of demand and the impact on sales and profits of various
levels of price changes
B) determining consumer preferences and purchase intentions for the proposed new product
C) determining the effectiveness of the current advertising campaign
D) determining the impact of new distribution outlets B) determining consumer
preferences and purchase intentions for the proposed new product

3. Which statement is true concerning defining the marketing research problem?

A) The definition should allow the researcher to obtain all the information needed to address the
management decision problem.
B) The definition should guide the researcher in proceeding with the project.
C) The marketing research problem should be stated in broad, general terms with specific
components identified. D) All of the above are correct. D) All of the above are correct.

4. Which statement about hypotheses is not true?

A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of
interest to the researcher.
B) Hypotheses are declarative and can be tested empirically.
C) It is possible to formulate hypotheses in all situations.
D) An important role of a hypothesis is to suggest variables to be included in the research design.
C) It is possible to formulate hypotheses in all situations.

5. The ________ is a broad statement of the general problem and identification of the specific
components of the marketing research problem.
A) problem audit
B) management problem
C) problem definition
D) none of the above C) problem definition

1) Which statement is not true about research design?

A) Research design is a framework for conducting the marketing research project.
B) Research design specifies the measurement and scaling procedures.
C) Research design is undertaken before developing the approach to the problem.
D) Research design is undertaken after the marketing research problem is defined. C) Research
design is undertaken before developing the approach to the problem.
2) Typically, a ________ involves the tasks of designing the information needed, specifying the
measurement and scaling procedures, and developing a plan of data analysis. A) research
classification
B) research design
C) design formulation
D) none of the above B) research design

3) Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text).
A) exploratory; causal
B) conclusive; causal
C) exploratory; conclusive
D) conclusive; descriptive C) exploratory; conclusive

4) Cross-sectional and longitudinal designs are types of ________ (Figure 3.1 in the text).
A) causal research
B) exploratory research
C) descriptive research
D) none of the above C) descriptive research

5) Which of the objectives below would best represent exploratory research?

A) Describe market characteristics or functions.
B) Determine cause and effect relationships.
C) Provide insights and understanding
D) Test specific hypotheses and examine relationships. C) Provide insights and
understanding

6) Which data collection method is used in causal research? A) experiments

B) surveys
C) expert surveys
D) panels A) experiments

7) Jerry and the team working on the Roger Tire Company marketing research project are
developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial
tires. What type of research are they conducting?
A) simple research
B) exploratory research
C) descriptive research
D) causal research C) descriptive research

8) You work for Innovative Focus, an internationally recognized consulting firm. You are
working on the Waterpik account to help them with finding their next successful product. You
are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to
list and prioritize key consumer wants and needs. You have also scheduled a meeting with the
Waterpik engineers to uncover applicable technologies and the company's internal competencies.
What type of research are you conducting in your meetings with Waterpik?
A) simple research
B) exploratory research
C) descriptive research
D) causal research B) exploratory research

9) Descriptive research is conducted for all of the following reasons except ________.
A) to describe the characteristics of relevant groups, such as consumers, salespeople,
organizations, or market areas
B) to determine the degree to which marketing variables are associated
C) to understand which variables are the cause and which variables are the effect of a
phenomenon
D) to determine the perceptions of product characteristics C) to understand which variables are
the cause and which variables are the effect of a phenomenon

10) The question, "How did the American people rate the performance of George W. Bush
immediately after the war in Afghanistan?" would be addressed using a ________. However, a
________ would be used to address the question, "How did the American people change their
view of Bush's performance during the war in Afghanistan?"

A) longitudinal design; multiple cross-sectional

B) cross-sectional design; longitudinal design
C) longitudinal; cross-sectional design
D) none of the above B) cross-sectional design; longitudinal design

11) The marketing research proposal consists of many sections. The ________ section is
normally a statement of the problem, including the specific components.
A) problem definition/objectives of the research
B) approach to the problem
C) executive summary
D) research design A) problem definition/objectives of the research

12) Which of the following tasks is not a component of research design?

A) Design the exploratory, descriptive, and/or causal phases of the research.
B) Construct and pretest a questionnaire (interviewing form) or an appropriate form for data
collection.
C) Specify the sampling process and sample size.
D) Develop hypotheses. D) Develop hypotheses.

13) ________ refers to a sample of respondents who have agreed to provide information at
specified intervals over an extended period.
A) Experiment
B) Survey
C) Panel
D) None of the above C) Panel

1) As compared to primary data, secondary data are collected ________.

A) rapidly and easily
B) at a relatively low cost
C) in a short time
D) all of the above D) all of the above

2) The ________ for primary data is very involved and the ________ is high.
A) collection purpose; collection time
B) collection process; collection cost
C) collection process; collection purpose
D) collection cost; collection time B) collection process; collection cost

3) Which of the following classifications of secondary data is not a classification for external
secondary data (Figure 4.1 in the text)?
A) published materials
B) computerized databases
C) ready-to-use
D) syndicated services C) ready-to-use

4) Caterpillar needed to know what truck fleets should test their two new engines; how they
could get a marketing strategy that could be measured; and how to adjust for the coming
downturn in sales. To answer these questions, they gave their salesforce laptops and paid them to
enter customer information related to each sale they made. Caterpillar analyzed the newly
acquired customer data and developed strategies to address their marketing questions. Caterpillar
utilized ________.
A) secondary marketing
B) external marketing
C) database marketing
D) internal marketing C) database marketing

5) InfoUSA (www.infousa.com) is a leading provider of sales and marketing support data.

InfoUSA provides data via a ________.
A) offline database
B) bibliographic database
C) online database
D) internet database D) internet database

6) Which of the following is a disadvantage of surveys (Table 4.3 in the text)?

A) interviewer errors; respondent errors
B) data is lacking in terms of content, quantity, and quality C) data may not be representative;
quality of data limited
D) coverage may be incomplete; matching of data on the competitive activity may be difficult
A) interviewer errors; respondent errors

7) Which of the following is a characteristic of purchase panels (Table 4.3 in the text)?
A) household purchases recorded through electronic scanners in supermarkets
B) households provide specific information regularly over an extended period of time;
respondents asked to record specific behaviors as they occur
C) verification of product movement by examining physical records or performing inventory
analysis
D) data banks on industrial establishment created through direct inquiries of companies, clipping
services, and corporate reports B) households provide specific information regularly over
an extended period of time; respondents asked to record specific behaviors as they occur

8) Which of the following is a characteristic of audit services (Table 4.3 in the text)?
A) household purchases recorded through electronic scanners in supermarkets
B) households provide specific information regularly over an extended period of time;
respondents asked to record specific behaviors as they occur
C) verification of product movement by examining physical records or performing inventory
analysis
D) data banks on industrial establishment created through direct inquiries of companies, clipping
services, and corporate reports C) verification of product movement by examining
physical records or performing inventory analysis

9) Gallup and Robinson Magazine Impact Research Service (MIRS) test ads using an at-home
in-magazine context among widely dispersed samples. Test ads may naturally appear in the
magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion,
and ad reaction with responsive scheduling. The MIRS is an example of surveys being used
________.
A) to evaluate advertising
B) to examine purchase and consumption behavior
C) for market segmentation
D) all of the above A) to evaluate advertising

10) A data gathering technique that is comprised of samples of respondents whose television
viewing behavior is automatically recorded by electronic devices, supplementing the purchase
information recorded online or in a diary is referred to as ________.
A) scanner diary panels/cable TV
B) scanner panels
C) purchase panels
D) media panels D) media panels

11) Scanner data where panel members are identified by an ID card allowing each panel
member's purchases to be stored with respect to the individual shopper are referred to as
________.
A) scanner panels with cable TV
B) volume tracking data
C) scanner panels
D) none of the above C) scanner panels

12) The uses of retail and wholesale audit data include all of the following except ________.
A) identifying shelf space allocation and inventory problems
B) establishing profiles of specific user groups
C) developing sales potentials and forecasts
D) analyzing distribution problems B) establishing profiles of specific user groups

13) Sales & Marketing Management's annual Survey of Buying Power provides data to help you
analyze each of your U.S. markets, whether they are cities, counties, metro areas, or states. What
of the following information is also true of the Survey of Buying Power?
A) It features statistics, rankings, and projections for every county and media market in the
United States with demographic broken out by age, race, city, county, and state.
B) It features information on retail spending; and projections for future growth in these areas.
C) It features a unique measure of spending power that takes population, EBI, and retail sales
into account to determine a market's ability to buy.
D) All of the above are true. B) It features information on retail spending; and projections for
future growth in these areas.

1) Whenever a new marketing research problem is being addressed, ________ research must be
preceded by appropriate ________ research.
A) qualitative; quantitative
B) observational; experimental
C) quantitative; qualitative
D) experimental; observational C) quantitative; qualitative

2) There are several reasons to use qualitative research. Which of the following is not a reason to
use qualitative research?
A) It is not always possible, or desirable, to use fully structured or formal methods to obtain
information from respondents.
B) People may be unwilling or unable to answer certain questions.
C) People are unwilling to give truthful answers to questions that invade their privacy, embarrass
them, or have a negative impact on their ego or status.
D) none of the above D) none of the above

3) An interview conducted by a trained moderator among a small group of respondents in an

unstructured and natural manner is a(n) ________.
A) depth interview
B) projective technique
C) association technique
D) focus group D) focus group

4) It is recommended that at least ________ focus groups be conducted.

A) two
B) three
C) four
D) five A) two

5) Focus groups can be used to address substantive issues such as ________.

A) defining a problem more precisely
B) generating new ideas about older products
C) developing an approach to a problem
D) interpreting previously obtained quantitative results B) generating new ideas about older
products

6) Which of the following statements is not an advantage of online focus groups?

A) The researcher can reach segments that are usually hard to survey.
B) Researchers can re-contact group participants at a later date.
C) The cost of the online focus group is much less.
D) Only people that have and know how to use a computer can participate.D) Only people that
have and know how to use a computer can participate.

7) Depth interviews are like focus group in all of the following ways except________.
A) both are unstructured interviews
B) both are direct ways of obtaining information
C) both are qualitative research methods
D) both are one-on-one interviews D) both are one-on-one interviews

8) ________ is a technique for conducting depth interviews in which a line of questioning

proceeds from product characteristics to user characteristics.
A) Hidden issue questioning
B) Symbolic analysis
C) Laddering
D) None of the above C) Laddering

9) In a study the researcher was investigating attitudes toward airlines among male middle
managers. Each airline attribute, such as wide-body aircrafts, was probed (why do you like to
travel in wide-body aircrafts?) to determine why it was important (I can get more work done) and
then that reason was probed (I accomplish more), and so on (I feel good about myself). The
depth interview techniques used in the study is called ________.
A) hidden issue questioning
B) symbolic analysis
C) laddering
D) none of the above C) laddering

10) ________ is a type of depth interview that attempts to locate personal sore spots related to
deeply felt personal concerns.
A) Hidden issue questioning
B) Symbolic analysis
C) Laddering
D) None of the above A) Hidden issue questioning

11) A(n) ________ is an unstructured, indirect form of questioning that encourages respondents
to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of
concern.
A) projective technique
B) focus group
C) association technique
D) depth interview A) projective technique

12) With ________ respondents are presented with a list of words, one at a time. After each
word, they are asked to give the first word that comes to mind.
A) word association
B) sentence completion
C) story completion
D) none of the above A) word association

13) ________ is a projective technique that requires the respondent to complete an incomplete
stimulus situation. A) Association technique
B) Expressive technique
C) Construction technique
D) Completion technique D) Completion technique

14) ________ is a projective technique in which respondents are presented with a number of
incomplete sentences and asked to complete them.
A) Word association
B) Sentence completion
C) Story completion
D) Expression completion B) Sentence completion

15) ________ is a projective technique in which the respondents are provided with part of a story
and required to give the conclusion in their own words.
A) Word association
B) Sentence completion
C) Story completion
D) Expression completion C) Story completion

16) In ________, cartoon characters are shown in a specific situation related to the problem. The
respondents are asked to indicate what one cartoon character might say in response to the
comments of another character.
A) picture response techniques
B) cartoon tests
C) third-person techniques
D) role playing B) cartoon tests

17) In ________, respondents are asked to play the role or assume the behavior of someone else.
A) role playing
B) sentence completion
C) cartoon test
D) third-party technique A) role playing

18) The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks
by both the Republican and Democratic parties. The negative attacks were based on qualitative
marketing research used to help design the messages. Which ethical concern is this use of
marketing research related to?
A) disguising the purpose of the research and the use of deceptive procedures
B) using qualitative research for questionable purposes
C) comfort level of the respondents
D) none of the above B) using qualitative research for questionable purposes

19) Baby boomers are a large consumer target for many products and "show and tell" focus
groups are being used by consumer researchers. Which of the following statements is not true
about "show and tell" focus groups? A) Respondents' attitudes are uncovered by analyzing their
responses to scenarios that are deliberately unstructured, vague, and ambiguous.
B) They provide the needed insight into the core values boomers hold close to their hearts.
C) Participants bring in three or four items that represent their ideal environment.
D) Group discussion is centered on the items brought in for "show and tell." A)
Respondents' attitudes are uncovered by analyzing their responses to scenarios that are
deliberately unstructured, vague, and ambiguous.

20. A ________ is an unstructured, direct, personal interview in which a single respondent is

probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and
feelings on a topic.
A) focus group
B) qualitative interview
C) projective interview
D) depth interview D) depth interview

21. In a study the researcher was investigating attitudes toward airlines among male middle
managers. Questions asked included, "What would it be like if you could no longer use
airplanes?" Responses like, "Without planes, I would have to rely on e-mail, letters,

and telephone calls" were received. This suggests that what airlines sell to the managers is face-
to-face communication. The depth interview techniques used in the study is called ________.
A) hidden issue questioning
B) symbolic analysis
C) laddering
D) none of the above B) symbolic analysis

1) Which of the following statements is not correct about computer-assisted telephone

interviewing (CATI)?
A) The computer checks the responses for appropriateness and consistency.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-
collection process, coding questionnaires and entering the data into the computer, are eliminated.
C) Multiple questions appear on the screen at one time.
D) Interim and update reports on data collection or results can be provided almost
instantaneously. C) Multiple questions appear on the screen at one time.

2) Which of the following is not a personal interview method?

A) in-home
B) mall intercept
C) computer-assisted personal interview (CAPI)
D) e-mail D) e-mail

3) Observational methods may be ________ or ________.

A) structured; unstructured
B) direct; indirect
C) conducted in a natural environment; conducted in a contrived environment
D) all of the above D) all of the above

4) ________ involves observation techniques where the researcher clearly defines the behaviors
to be observed and the methods by which they will be measured.
A) Natural observation
B) Contrived observation
C) Structured observation
D) Unstructured observation C) Structured observation

5) When Canon Cameras was losing market share in the United States to Minolta, Canon decided
that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta
to the United States to look into the problem. On entering a camera store, he would act just like a
customer. He would note how the cameras were displayed and how the clerks served customers.
Canon utilized ________, ________ observation in a ________ setting.
A) unstructured; disguised; contrived
B) unstructured; disguised; natural
C) structured; undisguised; natural
D) structured; undisguised; contrivedB) unstructured; disguised; natural

6) Nielsen uses audimeters attached to television sets to continually record what channel the set
is tuned to. This is an example of ________.
A) mechanical observation
B) personal observation
C) content analysis
D) trace analysis A) mechanical observation

7) In the department store patronage project, ________ may be used to analyze magazine
advertisements of the sponsoring and competing stores to compare their projected images.

A) mechanical observation
B) personal observation
C) content analysis
D) trace analysis C) content analysis

8) Which of the following marketing applications is not an example of trace analysis?

A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S.
magazine advertisements has changed over the past 10 years.
B) The selective erosion of tiles in a museum indexed by the replacement rate was used to
determine the relative popularity of exhibits.
C) The age and condition of cars in a parking lot were used to assess the affluence of customers.
D) The magazines people donated to charity were used to determine people's favorite magazines.
A) A sample of 100 magazines were examined to determine how the portrayal of women
in U.S. magazine

9) Which of the following advantages is the greatest advantage of observation methods?

A) If the observed phenomenon occurs frequently or is of short duration, observational methods
may be cheaper and faster than survey methods.
B) The data obtained are reliable because the responses are limited to the alternatives stated.
C) Observational methods permit measurement of actual behavior rather than reports of intended
or preferred behavior.
D) Coding, analysis, and interpretation of data are relatively simple. C) Observational
methods permit measurement of actual behavior rather than reports of intended or preferred
behavior.

10)__________involves trained observers posing as consumers and shopping at company

competitor owned stores to collect data about customer-employee interaction and other
marketing variables. (Choose the best answer.)
A) Personal observation
B) Structured observation
C) Mystery shopping
D) Contrived observation C) Mystery shopping

9) Experimental design is the set of experimental procedures specifying the test units and
sampling procedures and all of the following except ________.
A) specifying the independent variables
B) specifying the dependent variables
C) specifying the plan for data analysis
D) specifying how to control the extraneous variables C) specifying the plan for data
analysis

10) In the New York coupon experiment mentioned in your text, the experiment was conducted
to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects
were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the
other 50-cent coupons for four products. During the interviews, the respondents answered
questions about which brands they used and how likely they were to cash coupons of the given
face value the next time they shopped. In the preceding experiment, the dependent variable that
was ________.
A) brand usage
B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the
coupon
D) individual shoppers C) the likelihood of cashing the coupon
11) In the New York coupon experiment mentioned in your text, the experiment was conducted
to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects
were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the
other 50-cent coupons for four products. During the interviews, the respondents answered
questions about which brands they used and how likely they were to cash coupons of the given
face value the next time they shopped. In the preceding experiment, the independent variable that
was manipulated was ________.
A) brand usage
B) the value of the coupon (15-cent versus 50-cent coupon)
C) the likelihood of cashing the coupon
D) individual shoppers B) the value of the coupon (15-cent versus 50-cent coupon)

12) In the New York coupon experiment mentioned in your text, the experiment was conducted
to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects
were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the
other 50-cent coupons for four products. During the interviews, the respondents answered
questions about which brands they used and how likely they were to cash coupons of the given
face value the next time they shopped. In the preceding experiment, the test units were
________.
A) brand usage
B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the
coupon
D) individual shoppers D) individual shoppers

13) If the experimental design called for the respondents to be randomly assigned to one of three
experimental groups and for one of three versions of a test commercial to be randomly
administered to each group, this design would be using ________.
A) design control
B) statistical control
C) randomization
D) matching C) randomization

14) ________ result when the researcher is unable to achieve full manipulation of scheduling or
allocation of treatments to test units but can still apply part of the apparatus of true
experimentation.
A) Quasi-experimental designs
B) True experimental designs
C) Statistical designs
D) Pre-experimental designs A) Quasi-experimental designs

15) Which statement is not true about laboratory experiments?

A) The laboratory environment offers a high degree of control because it isolates the experiment
in a carefully monitored environment.
B) The artificiality of the environment may cause reactive error, in that the respondents react to
the situation itself, rather than to the independent variable.
C) Laboratory experiments are likely to have higher external validity than field experiments.
D) Laboratory experiments allow for more complex designs than field experiments. C)
Laboratory experiments are likely to have higher external validity than field experiments.

16) A ________ is a test market in which the product is sold through regular distribution
channels.
A) Simulated test market
B) Partial test market
C) Controlled test market
D) Standard test market D) Standard test market

17) Which statement is not true concerning a standard test market?

A) It is a one-shot case study.
B) Test markets are selected and the product is sold through regular distribution channels.
C) Where external validity is important, at least four test markets should be used.
D) All statements are correct. D) All statements are correct.

18) Which statement is not true about simulated test markets?

A) While a firm's test marketing is in progress, competitors have an opportunity to beat it to the
national market.
B) Competitors often take actions such as increasing their promotional efforts to contaminate the
test marketing program.
C) Both A and B are not true about simulated test markets.
D) They yield mathematical estimates of market share based on initial reaction of consumers to a
new product. C) Both A and B are not true about simulated test markets.

19) A ________ is a test marketing program conducted by an outside research company in field
experimentation. The research company guarantees distribution of the product in retail outlets
that represent a pre-determined percentage of the market.
A) Simulated test market
B) Partial test market
C) Controlled test market
D) Standard test market C) Controlled test market

6) When used for classification purposes, the ________ scaled numbers serve as labels for
classes or categories.
A) ordinally B) intervally C) nominally D) ratio scale C) nominally

7) The rankings of teams in a tournament constitute a ________ scale. A) nominal B) ordinal C)

interval D) ratio B) ordinal

8) ________ is a scale in which the numbers are used to rate objects such that numerically equal
distances on the scale represent equal distances in the characteristic being measured.

A) Ordinal scale B) Interval scale C) Ratio scale D) Nominal scale B) Interval scale
9) In marketing research, attitudinal data obtained from rating scales are often treated as
________ data.
A) nominal B) ordinal C) interval D) ratio C) interval

10) In marketing, sales, cost, market share, and number of customers are variables measured on a
________ scale. A) nominal B) ordinal C) interval D) ratio D) ratio

4) The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are
commonly used when studying the ________ construct (Table 9.3 in the text).
A) attitude
B) satisfaction
C) purchase frequency
D) purchase intent A) attitude

5) The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly
used when studying the ________ construct (Table 9.3 in the text).
A) attitude
B) satisfaction
C) purchase frequency
D) purchase intent C) purchase frequency

6) ________ is the extent to which a scale produces consistent results if repeated measurements
are made on the characteristic.
A) Validity
B) Generalizability
C) Reliability
D) None of the above C) Reliability

6) Which of the following is not an objective of a questionnaire?

A) A questionnaire must translate the information needed into a set of specific questions that the
respondents can and will answer.
B) A questionnaire must be easy to use.
C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in
the interview, to cooperate, and to complete the interview.
D) A questionnaire should minimize response error. B) A questionnaire must be easy to use.

7) The first step in the questionnaire design process is ________.

A) specify the type of interview method
B) identify the form and layout
C) specify the information needed
D) determine the content of individual questions C) specify the information needed

8) "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.
A) structured question
B) dichotomous question
C) double-barreled question
D) branching questionC) double-barreled question

9) ________ that measure familiarity, product use, and past experience should be asked before
questions about the topics themselves.
A) Branching questions
B) Filler questions
C) Dichotomous questions
D) Filter questions D) Filter questions

10) ________ refer to open-ended questions that respondents answer in their own words.
A) Dichotomous questions
B) Structured questions
C) Unstructured questions
D) Branching questions C) Unstructured questions

11) Which of the following is not a type of structured question?

A) multiple choice
B) dichotomous
C) scale
D) none of the above D) none of the above

12) A ________ is a question that gives the respondent a clue as to what answer is desired or
leads the respondent to answer in a certain way.
A) leading question
B) implicit alternative
C) filter question
D) structured questionA) leading question

13) ________ is the testing of the questionnaire on a small sample of respondents for the purpose
of improving the questionnaire by identifying and eliminating potential problems.
A) Funneling
B) Telescoping
C) Posttesting
D) Pretesting D) Pretesting