Domande specifiche Statistics and market research

TRUE

61) Marketing researchers use standard scales rather than inventing new ones for each research

project, which are often referred to as "workhorse scales." Answer: TRUE

62) With the Likert scale, it is best to use "flat" or plain statements and let the respondent indicate

the intensity of his or her feelings by using the agree-disagree response continuum position.

Answer: TRUE

63) The drawbacks to the Likert five-point scale are that it is not flexible when it comes to

measuring constructs or concepts or amenables to sophisticated statistical analysis. Answer:

FALSE

64) The focus of the semantic differential is on the measurement of the meaning of an object,

concept, person, or experience. Answer: TRUE

65) The construction of a semantic differential scale begins with the determination of a concept or

object to be rated, usually a brand or company with the researcher then selecting bipolar pairs of

words or phrases that could be used to describe the object's salient properties. Answer: TRUE

66) The halo effect is a general feeling about a store or brand that can bias a respondent's

impressions on its specific properties. Answer: TRUE

67) One of the most appealing aspects of the semantic differential scale is the ability of the

researcher to compute averages and then to plot a "profile" of the brand or company image.

Answer: TRUE

68) A Stapel scale relies not on positive and negative numbers but on bipolar terms. Answer:

FALSE

69) Those arguing for the inclusion of a neutral option on an interval scale believe that some

respondents do not have opinions formed on that item, and they must be given the opportunity to

indicate their ambivalence. Answer: TRUE

70) Using "tried and true" standardized scaled-response formats expedites the questionnaire design

process by saving time and money

however, it does not offer the opportunity to assess its reliability or validity. Answer: FALSE

71) With a reliable measure, a respondent responds in the same or very similar manner to an

identical or near-identical question. Answer: TRUE

72) A valid measure is truthful

a response may be reliable but at the same time not valid. Answer: TRUE

73) Given that it serves all of these functions, the questionnaire is at the center of the research

process with questionnaire design directly affecting the quality of the data collected. Answer:

TRUE

74) Beginning with the research budget in mind, the researchers rely on "constructs," or standard

marketing concepts, and develop a mental vision of how each construct will be measured.

Answer: TRUE

75) With a custom-designed research study, the questions on the questionnaire, along with its

instructions, introduction, and general layout, are all systematically evaluated for potential errors

and revised accordingly. Answer: TRUE

76) Marketing researchers take great care in developing research questions that measure attitudes,

beliefs, behaviors, and demographics because they desire reliable and valid responses. Answer:

TRUE

77) While not documented by research, most researchers feel that a single word can make a

difference in how study participants respond to a question. Answer: FALSE

78) Words we use commonly in speaking to one another sometimes encourage biased answers when

they appear on a questionnaire because their literal interpretations are impossible to answer.

Answer: TRUE

79) It is common for a questionnaire designed by one employee of the research company to then be

given to a colleague who understands questionnaire design for a thorough inspection for question

bias as well as face validity. Answer: TRUE

80) The two most critical aspects of questionnaire organization are the actual flow of questions in

the questionnaire body and screening of the respondent. Answer: FALSE

81) The creation of the introduction should entail just as much care and effort as the development of

the questions on the questionnaire. Answer: TRUE

82) The decision about whether to use a disguised survey depends on the survey's objectives,

possible undue influence with knowledge of the client, or desire not to alert competitors of the

survey. Answer: TRUE

83) Any self-administered survey qualifies for anonymity as long as the respondent does not

indicate his or her identity and provided the questionnaire does not have any covert identification

tracing mechanism. Answer: TRUE

84) Researchers normally avoid asking screening questions at the beginning of a survey since the

interview will begin with a negative tone, perhaps causing the person to think the questionnaire will

be asking any number of personal questions, and object to taking part. Answer: FALSE

85) Computer-assisted questionnaire design refers to software that allows users to use computer

technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by

the questionnaire. Answer: TRUE

86) The submit signal within a computer-assisted questionnaire software program prompts the

program to write the respondent's answers into a data file. However, the data file may not grow in

direct proportion to and at the same rate as respondents submit surveys. Answer: FALSE

87) Questionnaire design companies are cognizant of the public's reluctance to take part in surveys,

so partner with panel companies and integrate panel sample access into their questionnaire design

websites Answer: TRUE

88) The data files from a computer-assisted questionnaire software program can be downloaded at

the researcher's discretion

however, different formatting options, including SPSS-readable files, may not be available.

Answer: FALSE

89) It is unwise to take a questionnaire designed for online administration and simply let the

questionnaire design system present it in mobile device format. Answer: TRUE

90) Regardless of whether or not the questionnaire is designed for online administration, there are

two steps remaining: precoding and pretesting. Answer: TRUE

91) Because researchers can never completely replicate the respondent's perspective, a pretest is

extremely valuable Answer: TRUE

response formats to measure the subjective properties of an object. Students may use examples from

the text (as above) or others they draw from personal experience.

93) Marketing researchers describe measures in several different ways. Describe the three measures

used by SPSS: nominal, ordinal, and scale. Give examples of each type of measurement.

Research design should be: Selected after thoroughly considering the problem and research

objectives.

The research design is a ________ that specifies the methods that will be used to collect and

analyze the information needed for a research project. Master Plan

Knowledge of research design is important in: Developing the research for the corporate

strategic plan.

Once the researcher knows the basic research design, ________ may be made to form a framework

for the development of the research project. a series of advance decisions

The reason to justify the significance placed on research design includes: Research designs are

important because clients often decide to fund research if they find the design is pleasing to the eye.

Research design types include: exploratory, descriptive, causal

The choice of the type of research design depends largely on: Objectives of the research.

The less we know about a market or subject, the more likely it is that a researcher should use:

Exploratory research.

________ should only be used when the researcher knows a fair amount about the problem.

Causal research

Exploratory research is unstructured research, which means it does not have a: Predetermined set

of procedures.

________ designs are used to test hypotheses or measure the reaction of one variable to a change in

another variable. More formal

A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do

not know what the problem is. The research design they should use is: Exploratory.

________ is flexible in that it allows the researcher to investigate whatever sources he or she

identifies and to the extent he or she feels is necessary to gain an understanding of the problem at

hand. Exploratory

Which of the following is NOT a use for exploratory research? To confirm hypotheses

________ is the process of searching for and interpreting existing information relevant to the

research topic. Secondary data analysis

The core of exploratory research is often an analysis of: Secondary data.

Executives often use trade journals and industry publications as sources of information for

innovation, trends, and news about customers, potential customers, competitors, and more. This is

form of: Qualitative data analysis.

A medical device company developing a cardiac device surveys well-known cardiac surgeons with

subject matter knowledge about the problem the device company is trying to solve. This is an

example of: Experience research.

Experience surveys differ from surveys conducted as part of ________ in that there is usually no

formal attempt to ensure that the survey results are representative of any defined group of subjects.

descriptive research

Since research situations typically have at least some similarities to a past situation, executives may

use ________ to review available information about one or more former situations to gain

understanding of a current research problem with similar characteristics. case analysis

By providing access to the unfettered opinions of consumers, ________ offer an instant way to gain

background information for a problem, to define terms, to clarify problems and hypotheses, and to

establish research priorities. social media platforms

Social media websites are a powerful source for what types of data? Exploratory research data

An incident of adulterated milk in China in 2008 that led to the death of six infants and the illness of

hundreds of thousands of other babies has been studied to prevent other disasters from occurring

through supply chain management. What type of research technique does this describe? Case

analysis

Focus groups are one of the most widely used ________ methods to gain greater understanding of a

current problem or to develop preliminary knowledge to guide in the design of descriptive or causal

research. exploratory research

A marketing researcher would use what type of research to find out how many customers there are,

what brands they buy and in what quantities, which advertisements they recall, what are their

attitudes toward the company, and who is the competition? Descriptive research

What types of studies do descriptive research studies include? Studies that need answers to who,

what, when, where, and how questions

The two basic types of studies categorized as descriptive research include: Longitudinal

studies and cross-sectional studies.

The types of descriptive research study that measure a population at only one point in time is:

Cross-sectional studies.

Which type of panel asks panel members the same questions on each panel measurement?

Continu