BM 380 MARKERTING RESEARCH

Online Homework Solutions aims to provide quality study notes and tutorials to the students of BM 380 MARKERTING RESEARCH in order to ace their studies.

BM380 MARKERTING RESEARCH, 100% ALL CORRECT ANSWERS

SET 1

Question 1 of 20 5.0 Points

Which of these activities is NOT part of market situation analysis?

A. Deciding new product opportunities.

B. Collecting information on the electronic items market.

C. Analyzing purchase patterns of people visiting a store.

D. Researching on why the competitor’s products sell better.

Question 2 of 20 5.0 Points

Marketing research depicts the Harley-Davidson motorcycle shopper as a middle-aged, college educated individual with an average annual income of $78,000. This is an example of:

A. market analysis.

B. pricing strategy research.

C. positioning research.

D. market segmentation research.

Question 3 of 20 5.0 Points

Which of the following is an example of importance-performance analysis?

A. Nike analyzing McDonald’s success factors.

B. A consultant researching on expenses of a company.

C. HP working on improvement of its distribution channels.

D. Blackberry analyzing iPhone’s success factors.

Question 4 of 20 5.0 Points

Marketing strategy design includes all of the following, EXCEPT:

A. test marketing.

B. positioning.

C. concept and product testing.

D. market opportunity assessment.

Question 5 of 20 5.0 Points

Which of the following is NOT an example of target marketing?

A. A detergent manufacturer sees the need to include a stain remover formula in its detergents.

B. A company has grouped its customers according to age and gender.

C. A car rental company extending into luxury car rentals has targeted car enthusiasts as its customers.

D. A restaurant intending to find out the preferences of its competitor’s customers.

Question 6 of 20 5.0 Points

Acme Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of:

A. pricing strategy research.

B. distribution strategy research.

C. positioning research.

D. market segmentation research.

Question 7 of 20 5.0 Points

When Cheetos became the first major brand of snack foods to be made and marketed in China, product taste tests revealed that the traditional cheese-flavored corn puffs did not appeal to Chinese consumers. This is an example of:

A. new-product planning research.

B. perceptual mapping research.

C. positioning research.

D. competition analysis.

Question 8 of 20 5.0 Points

Customer satisfaction research:

A. is used to evaluate competitors’ strategies and future plans.

B. is the desired perception that a company wants its target market to associate to relative to its product.

C. helps determine the most efficient way of serving the targeted group.

D. is designed to assess strengths and weaknesses in a firm’s marketing mix.

Question 9 of 20 5.0 Points

Which of the following is NOT a pricing decision?

A. How large is the demand potential at a given price?

B. How sensitive is demand to changes in price levels?

C. What is the most effective way of communicating a price increase?

D. What are sales forecasts at various price levels?

Question 10 of 20 5.0 Points

All of these are unethical activities on the part of the researcher, EXCEPT:

A. overstating research findings.

B. deceiving respondents about the true purpose of the study.

C. not fully informing subjects about certain aspects of the research.

D. not telling subjects about the sponsorship of the research.

Question 11 of 20 5.0 Points

Frugging means:

A. claiming that a survey is for research purposes and then asking for a sale or donation.

B. fully explaining to respondents any deception that was used during research.

C. using the data collection personnel to fill out surveys for fake respondents.

D. combining different publicly available information, usually unethically, to determine consumers’ identities, especially on the Internet.

Question 12 of 20 5.0 Points

Information research process:

A. helps understand the value of the research compared to the cost.

B. gathers and synthesizes background information to familiarize the researcher with the overall complexity of the problem.

C. is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

D. specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Question 13 of 20 5.0 Points

In contrast to marketing researchers, management decision-makers are more focused on:

A. scientific and technical analysis of emerging phenomenon.

B. abstractions rather than concrete findings.

C. market performance.

D. proactive research.

Question 14 of 20 5.0 Points

A scientific research procedure should include all the following characteristics EXCEPT being:

A. logical.

B. subjective.

C. systematic.

D. reliable.

Question 15 of 20 5.0 Points

At which stage of the research process is the Iceberg principle generally applicable?

A. Determination of the research problem

B. Selection of the appropriate research design

C. Execution of the research design

D. Communication of the research results

Question 16 of 20 5.0 Points

In identifying and clarifying information needs, which of the following component provides direction for activities such as scale development and sampling?

A. Determination of the correct unit of analysis.

B. Conducting of a situation assessment.

C. Determination of the relevant variables.

D. Identification and separation of symptoms.

Question 17 of 20 5.0 Points

Which of the following helps generate insights that will help define the problem situation confronting the researcher?

A. Exploratory research

B. Descriptive research

C. Causal research

D. Assessment research

Question 18 of 20 5.0 Points

A researcher finds that respondents will probably misinterpret the term “salient” used in a couple of survey questions. If the research is conducted in a scientific manner, this problem will most likely get caught at which stage of the research process?

A. Step 2 – specification of research questions

B. Step 4 – determine the research design

C. Step 7 – pretest the questionnaire

D. Step 9 – data analysis

Question 19 of 20 5.0 Points

An advantage of questioning over observation (as a way of collecting data) is that:

A. questioning needs fewer researchers in the field.

B. questioning allows for a large sample size.

C. questioning is more scientific.

D. questioning allows you to collect data on variables such as intentions and attitudes that are usually invisible.

Question 20 of 20 5.0 Points

Which of the following section in a research proposal discusses the method used to collect the needed data, including the various types of scales?

A. Definition of the target population

B. Sample design

C. Data collection method

D. Specific research instruments

SET 2

Question 1 of 20

5.0 Points

Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris?

A. Doing a desk research by browsing the Internet for such statistics.

B. Doing a desk research by reading an article on the working mechanism of the gadget.

C. Collecting external secondary data from the City Traffic Police records.

D. Doing a field research by talking to car owners. Reset Selection

Mark for Review What’s This?

Question 2 of 20

5.0 Points

Which of the following is true about information gathering?

A. Customer knowledge information is feedback you obtain from your sales representatives about customer behavior.

B. More data implies more analysis and thus delay in taking sound decisions.

C. Blogs and online polls are used to collect customer knowledge information.

D. Data from electronic customer councils are indicative of less customer engagement. Reset Selection

Question 3 of 20

5.0 Points

A literature review has all of the following objectives, EXCEPT:

A. provide background information about the current study.

B. test a study’s hypotheses using secondary data from reliable sources.

C. clarify thinking about the research problem.

D. help define important constructs of interest to the study. Reset Selection

Question 4 of 20

5.0 Points

Accuracy is one of the criteria to evaluate secondary data. While using this criterion:

A. researchers need not worry about what is actually measured.

B. the researcher must evaluate the overall procedure for collecting the data.

C. researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand.

D. the data must be carefully evaluated on how it relates to the current research objective. Reset Selection

Question 5 of 20

5.0 Points

John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful?

A. Use existing customer base to identify significant characteristics of potential customers

B. Determine the level of customer satisfaction with the company’s new product

C. Identify problems or requirements of specific customer groups

D. Provide internal support data for the company Reset Selection

Question 6 of 20

5.0 Points

Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information?

A. Sales Invoice

B. Accounts Receivables Reports

C. Journal Voucher

D. Accounts Payable Reports Reset Selection

Question 7 of 20

5.0 Points

In a Google Scholar search, an article is listed as “Cited by 44″ next to it. This indicates that:

A. the article’s bibliography has 44 citations included in it.

B. the article has been viewed by 44 other visitors to the web site.

C. the article has 44 comments and reviews available online.

D. the article is referenced by 44 other documents available on the web.

Question 8 of 20

5.0 Points

The North American Industry Classification System (NAICS) codes:

A. indexes major market research reports for a variety of domestic and international industries, markets, and institutions.

B. provides an index of publications available to researchers up to the current month and year.

C. are the statistical foundation for most of the information available on U.S. population and economic activities.

D. are designed to promote uniformity in data reporting by federal and state government sources and private business. Reset Selection

Question 9 of 20

5.0 Points

Consumer panels, as a commercial data collection method:

A. use a rigorous data collection approach.

B. cost higher than primary data collection methods.

C. primarily measure media consumption habits as opposed to product or brand consumption.

D. measure product and brand movement directly at the point of sale. Reset Selection

Question 10 of 20

5.0 Points

John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them?

A. Beginning and ending inventory levels

B. Sales receipts

C. Point-of-purchase displays

D. Consumer attitudes toward store displays

Question 11 of 20

5.0 Points

Constructs:

A. are an observable item used as a measure on a questionnaire.

B. have concrete properties and are measured directly.

C. are associations between two or more variables.

D. are an unobservable concept measured by a group of related variables. Reset Selection

Question 12 of 20

5.0 Points

Conceptualization of a model means developing a:

A. research hypotheses based on a literature review.

B. model that shows variables and hypothesized relationships between them.

C. computer model to do statistical testing of hypothesized relationships.

D. conceptual model of a new product before it is tested in a lab setting. Reset Selection

Question 13 of 20

5.0 Points

All of the following are true about conceptualization, EXCEPT:

A. it helps identify the variables for your research.

B. it is called a Maven model.

C. it specifies hypotheses and relationships.

D. it prepares a visual representation of the relationships under study. Reset Selection

Question 14 of 20

5.0 Points

To more effectively communicate relationships and variables researchers must:

A. follow conceptualization.

B. follow constructs and relationships.

C. use the North American Industry Classification System (NAICS).

D. use the Editors and Publishers Market Guide. Reset Selection

Question 15 of 20

5.0 Points

In which of the following situations is an exploratory research recommended?

A. When a full-scale study is likely to cost more than an exploratory study

B. When the researcher has greater expertise in conducting exploratory studies

C. When the literature review fails to yield a reasonable conceptual model

D. When the dependent variables are constructs Reset Selection

Question 16 of 20

5.0 Points

Which of the following hypothesis is always tested by researchers?

A. Test hypothesis

B. Alternative hypothesis

C. Null hypothesis

D. Statistical hypothesis Reset Selection

Question 17 of 20

5.0 Points

Which of the following statements about hypotheses is false?

A. If the null hypothesis is rejected, we conclude that the variables are not related.

B. Researchers always test the null hypothesis.

C. The alternative hypothesis states that there is a relationship between variables.

D. A null hypothesis refers to a population parameter. Reset Selection

Question 18 of 20

5.0 Points

If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as:

A. the person buying the coffee is independent of the size of the coffee cup.

B. the size of the coffee cup purchased does not depend on the time when the purchase is made.

C. the size of the coffee cup purchased depends on the time when the purchase is made.

D. the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased. Reset Selection

Question 19 of 20

5.0 Points

A null hypothesis is notated as:

A. H0.

B. H1.

C. N0.

D. N1. Reset Selection

Question 20 of 20

5.0 Points

A parameter is:

A. the true value of the null hypothesis.

B. the true value of a variable.

C. an estimate of a variable, as determined through a sample.

D. is an estimate of the population parameter

SET 3

SET 3

Question 1 of 20 5.0 Points

In which of the following scenarios would you most strongly recommend using quantitative research?

A. When the objective is to identify new ideas and thoughts for a product.

B. When you have very limited time to execute the study.

C. When the objective is to understand hidden underlying psychological processes.

D. When the objective is to validate and estimate strength of a relationship.

Question 2 of 20 5.0 Points

Quantitative research methods are characterized by:

A. small samples.

B. unstructured questions.

C. subjective analyses.

D. descriptive and casual designs.

Question 3 of 20 5.0 Points

Which of the following is an advantage of using quantitative research over qualitative research?

A. Relatively quick data collection in most cases

B. Economical data collection

C. High reliability

D. Richness of the data

Question 4 of 20 5.0 Points

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is:

A. construct development.

B. hypothesis testing.

C. questionnaire design.

D. use of projective techniques.

Question 5 of 20 5.0 Points

While interviewing a respondent about reasons why she doesn’t buy a particular brand of video games, an interviewer gets the following response, “This brand’s games are not sophisticated.” The interviewer asks, “What exactly do you mean by that statement? What makes a game sophisticated?” This exchange is an example of:

A. a focus group moderation.

B. ethnography.

C. netnography.

D. probing question.

Question 6 of 20 5.0 Points

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT:

A. she wanted to cover richer details from each participant in the study.

B. she wanted to lower the likelihood of getting socially desirable responses from participants.

C. she wanted to create a situation where participants didn’t feel like they had to impress others by their responses.

D. she wanted the participants to build upon each others’ responses.

Question 7 of 20 5.0 Points

Which one of the following statements about focus groups is NOT true?

A. It consists of 8 to 12 participants.

B. If more than 12 participants do show up, all should be allowed to participate.

C. It lasts for about 2 hours.

D. The format of the discussion is semi-structured.

Question 8 of 20 5.0 Points

A focus group is:

A. an interview technique with the main objective of finding out how a subject would respond to a certain statement.

B. a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept.

C. a detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session.

D. the interactive procedure between the researcher and moderator discussing the subjects’ comments and/or responses to the topics that outlined the focus group session.

Question 9 of 20 5.0 Points

After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as:

A. memoing.

B. debriefing.

C. netnography.

D. ethnography.

Question 10 of 20 5.0 Points

Purposive sampling means:

A. selecting sample members to study because they possess attributes important to understanding the research topic.

B. selecting sample members so that groups can be compared.

C. selecting sample members based on earlier interviews.

D. selecting particular types of participants to help researchers better understand the research topic.

Question 11 of 20 5.0 Points

A moderator’s guide is:

A. the interviewer’s ability to articulate questions in a direct and clear manner.

B. a note attached on the back of the name cards for each participant.

C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session.

D. the interactive procedure, of the researcher and the moderator, discussing the subjects’ comments and/or responses to the topics that outlined the focus group session.

Question 12 of 20 5.0 Points

It is common to do all of the following during the beginning of a focus group session, EXCEPT:

A. participants are told that only one person should speak at a time.

B. participants should try their best to give the right answers.

C. participants are asked to briefly introduce themselves.

D. participants are given some refreshments and an opportunity to engage in some small talk.

Question 13 of 20 5.0 Points

Debriefing is conducted during which phase of the focus group interview?

A. Planning the study

B. Conducting the discussions

C. Analyzing and reporting the results

D. Identifying participants

Question 14 of 20 5.0 Points

Debriefing analysis is:

A. a technique that encourages research participants to share emotional and subconscious reactions to a particular topic.

B. used by the researcher when discussing the ground rules with the focus group participants.

C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session.

D. an interactive procedure, of the researcher and the moderator, discussing the subjects’ comments and/or responses to the topics that outlined the focus group session.

Question 15 of 20 5.0 Points

Content analysis is:

A. the interviewer’s ability to articulate questions in a direct and clear manner.

B. a process of collecting both attitudinal and behavioral data from a subject that spans all time frames.

C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session.

D. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

Question 16 of 20 5.0 Points

Which of the following statements is FALSE about ethnography research?

A. Behaviors are observed in a natural setting.

B. The observer engages in participant observation.

C. It seeks to understand how social and cultural influences affect people’s behavior and experiences.

D. It is a quantitative data collection method.

Question 17 of 20 5.0 Points

Which of the following is NOT a strength of observational techniques?

A. It allows you to collect actual behavioral data.

B. It is less susceptible to recall error.

C. It has very good generalizability to general population.

D. It is generally less expensive and less time consuming than some other techniques.

Question 18 of 20 5.0 Points

All of the following explain netnography, EXCEPT:

A. it draws on ethnographic techniques.

B. it uses “found data” on the Internet.

C. it requires deep engagement with particular communities.

D. it requires researchers to collect data from traffic forums with larger numbers of common message posters.

Question 19 of 20 5.0 Points

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques?

A. The interpretation of data is very complex.

B. It is tough to get to a participant’s true thoughts using this technique.

C. The interpretation of results is very subjective.

D. Highly skilled (and expensive) researchers are required to conduct this research.

Question 20 of 20 5.0 Points

An advantage of focus groups includes all of the following, EXCEPT:

A. spontaneous, unrestricted group interaction among members.

B. eliciting wide-ranging participant responses.

C. high reliability of the results.

D. energetic atmosphere for focus group discussions.

SET 4

SET 4

Question 1 of 20 5.0 Points

All of the following are examples of sampling as witnessed in everyday life, EXCEPT:

A. an interviewer making a judgment about a job candidate based on a good first impression.

B. a person flipping through television channels to find a program worth watching.

C. a person buying a house to live in with his family.

D. a person flipping through pages of magazines at a book store to determine which magazine to buy.

Question 2 of 20 5.0 Points

Toyota Corporation is interested in determining the satisfaction of Lexus users. Instead of sampling the entire population of car owners, Toyota samples those who owned a Lexus. Toyota is drawing its sample from a:

A. sampling unit.

B. defined target population.

C. designated sampling population.

D. subset relevant population.

Question 3 of 20 5.0 Points

Probability sampling is undertaken to achieve all of the following, EXCEPT:

A. to ensure unbiased selection of sampling units.

B. to ensure proper sampling representation of the defined target population.

C. to ensure that every member of the defined target population has a known and equal probability of being included in the sample.

D. to allow the researcher to judge the reliability and validity of data collected.

Question 4 of 20 5.0 Points

An instructor teaching an introductory course in marketing has 300 students enrolled in her class. Some students in the class request the instructor to cancel her class on Wednesday before Thanksgiving. She agrees to do so if 70 percent of the students agreed with the proposal to cancel the class. Instead of asking every student to participate in the poll, she asks students to write their names on index cards and put them in a collection basket. She then asks a student to pull out 30 cards from the basket without looking at the basket or the cards. The instructor is practicing what kind of sampling technique?

A. Systematic random sample

B. Simple random sample

C. Stratified random sample

D. Convenience sample

Question 5 of 20 5.0 Points

In a systematic sampling study, if the sampling frame has 1,500 names and the desired sample size is 50, the “skip interval” should be:

A. 25.

B. 0.03.

C. 50.

D. 30.

Question 6 of 20 5.0 Points

Which of the following statements about sampling error is FALSE?

A. As we add more subjects to a sample to increase sample size, sampling error also goes up.

B. Sampling error could happen because of a mistake in drawing a sample.

C. Sampling error can occur because of miscalculation of the sample size.

D. Sampling error can be determined only after a sample has been drawn.

Question 7 of 20 5.0 Points

Which one of the following is a nonprobability sample method?

A. Simple random sampling

B. Cluster sampling

C. Snowball sampling

D. Area sampling

Question 8 of 20 5.0 Points

A college professor wants to find if students in the U.S. colleges will find the new textbook that he has written to be useful and interesting. He decides to sample all marketing majors at the school he teaches. He believes that this group of students will be representative of the U.S. college student population. His method of sampling is most probably __________ sampling.

A. census

B. convenience

C. judgment

D. quota

Question 9 of 20 5.0 Points

Which one of the following statements about convenience sampling is FALSE?

A. It allows a large number of respondents to be interviewed in a short time.

B. It is commonly used in construct development.

C. It is commonly used to generalize results to the target population.

D. It is used in scale development.

Question 10 of 20 5.0 Points

In the process of questionnaire design, a researcher has obtained initial client approval. What is the next step in the process?

A. Confirm research objectives

B. Develop questions and scaling

C. Determine layout and evaluate questionnaire

D. Pretest, revise and finalize questionnaire

Question 11 of 20 5.0 Points

While filling out a survey, a respondent comes across a question that asks for respondent’s annual income. There are five answer options and each option includes a range (e.g., $20,000 to $40,000). What is this question format called?

A. Structured question

B. Unstructured question

C. Restricted options question

D. Unrestricted response question

Question 12 of 20 5.0 Points

“Do you live in a rented apartment? If not, please ignore question 10 and proceed.” This is an example of a __________ question.

A. instructive

B. directive

C. leading

D. skip

Question 13 of 20 5.0 Points

Response order bias can be reduced using all of the following methods, EXCEPT:

A. online surveys.

B. mail surveys.

C. self-administered surveys.

D. phone surveys.

Question 14 of 20 5.0 Points

All of the following are guidelines for writing good questions for a survey, EXCEPT:

A. questions should avoid qualifying phrases.

B. question response categories should be overlapping.

C. questions and scale items should be meaningful to the respondent.

D. questions should be simple and straightforward.

Question 15 of 20 5.0 Points

During a pretest, respondents are asked to pay attention to all of the following, EXCEPT:

A. words.

B. other participants in the study.

C. instructions.

D. question flow patterns.

Question 16 of 20 5.0 Points

A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing a:

A. supervisor instruction form.

B. respondent instruction form.

C. interviewer instructions.

D. screening form.

Question 17 of 20 5.0 Points

Equipment and supply requirements are typically mentioned in which of the following documents?

A. Supervisor instruction form

B. Respondent instruction form

C. Interviewer instructions

D. Screening form

Question 18 of 20 5.0 Points

A person is asked if he has traveled abroad in the last six months. He replies that he has not. The interviewer thanks him and decides not to include him in her sample. Which of the following supplemental documents might have indicated to the interviewer to exclude her from the sample?

A. Rating cards

B. Screening question forms

C. Interviewer instructions

D. Quota sheets

Question 19 of 20 5.0 Points

A person meets all the requirements for inclusion in a survey. She meets all the screening form requirements. Still, she is not included in the survey. Which of the following supplemental documents might have indicated to the interviewer to exclude her from the sample?

A. Rating cards

B. Call record sheets

C. Interviewer instructions

D. Quota sheets

Question 20 of 20 5.0 Points

Call records are also referred to as:

A. tracking approaches.

B. screening sheets.

C. rating card sheets.

D. survey sheets.

SET 5

SET 5

Question 1 of 20 5.0 Points

Qualitative research would be preferred over quantitative research in all of the following situations, EXCEPT when the research objective is to:

A. gain an insight into an issue or a problem.

B. determine the magnitude of a response.

C. understand a psychoanalytical phenomenon.

D. understand a cultural phenomenon.

Question 2 of 20 5.0 Points

Which of the following statements does NOT apply to qualitative data?

A. It employs member checking.

B. It is more textual in nature.

C. Its goal is to understand a phenomenon instead of quantifying the magnitude of relationships.

D. The analysis of such data is non-iterative.

Question 3 of 20 5.0 Points

Instead of outlining a hypothesis, a researcher decides to look at the data and then come up with a hypothesized relationship. This process of deducing themes and patterns as one goes through the data is indicative of a(n) __________ analysis.

A. predictive

B. deductive

C. inductive

D. selective

Question 4 of 20 5.0 Points

Which of the following is the least likely to be a thick description?

A. A description based on observation of a small number of individuals over an extended time period.

B. A description based on survey data collected from a large sample of 2,000 respondents.

C. A description that connects behavior to the larger social context in which it occurs.

D. A description of the consumption behavior for Pepsi in the social context of beverages consumed in schools.

Question 5 of 20 5.0 Points

A researcher is in the process of reading transcripts from a field study and developing categories to put different responses in. When similar responses are encountered, they are coded similarly. The process this researcher is engaged in is called:

A. data reduction.

B. data assimilation.

C. data display.

D. data verification.

Question 6 of 20 5.0 Points

Which of the following statements is INCORRECT about categorization and coding in the data reduction step of qualitative data analysis?

A. Categories may be labeled with either names or code numbers.

B. Categories may be determined before the study itself.

C. The same sections of data may be categorized in multiple ways.

D. Once established categories cannot be modified as data analysis continues.

Question 7 of 20 5.0 Points

Which of the following statements is INCORRECT regarding comparison?

A. Comparison first occurs as researchers identify categories.

B. Comparison processes can be used to understand the differences and similarities between two constructs of interest.

C. Comparisons cannot be made between different kinds of informants.

D. Comparisons take place during the data reduction step of qualitative data analysis.

Question 8 of 20 5.0 Points

Which of the following relationships is/are recursive?

A. Job satisfaction increases job performance which in turn increases leadership opportunities within a company.

B. Job satisfaction decreases job performance which in turn decreases leadership opportunities within a company.

C. Job satisfaction increases job performance which in turn increases leadership opportunities which in turn increases stress which in turn decreases job satisfaction.

D. Advertising leads to sales growth which leads to greater market power.

Question 9 of 20 5.0 Points

Which of the following statements is false about the process of iteration?

A. The iterative process may uncover issues that were previously undiscovered.

B. The iterative process must occur before integration.

C. The iterative process may involve additional data collection.

D. An important part of the iterative process is memoing.

Question 10 of 20 5.0 Points

After each interview, a researcher writes down her thoughts and feelings so that she could use those notes later when she does her qualitative data analysis. This process of writing notes is called:

A. negative case analysis.

B. memoing.

C. thick description.

D. tabulation.

Question 11 of 20 5.0 Points

In an early stage of developing grounded theory, a researcher develops a theory that is largely incorrect. Which of the following processes is intended to protect researchers from falling victims to early biases and preexisting prejudices?

A. Negative case analysis

B. Memoing

C. Thick description

D. Selective coding

Question 12 of 20 5.0 Points

Which of the following statements is true regarding the role of tabulation?

A. The data collected in qualitative research is similar to survey data.

B. Frequency of mention is a reliable measure of research importance.

C. Counting responses can keep researchers honest by providing a counterweight to biases they may bring to the analysis.

D. Analysis of co-occurrence of themes can be misleading.

Question 13 of 20 5.0 Points

While preparing a data display for a qualitative study, a researcher draws a picture that shows the collective connections that informants make between concepts and ideas. This is an example of a:

A. causal diagram.

B. tree display.

C. consensus map.

D. checklist.

Question 14 of 20 5.0 Points

While preparing a data display for a qualitative study, a researcher displays consumers’ taxonomies of products. This display can be most effectively shown with the help of a:

A. causal diagram.

B. tree display.

C. consensus map.

D. checklist.

Question 15 of 20 5.0 Points

Which of the following are indicators of reliability?

A. The findings are stable, repeatable, and generalizable.

B. The findings are repeatable, dynamic, and directive.

C. The findings are universal, measurable, and representative.

D. The findings are representative, linear, and dynamic.

Question 16 of 20 5.0 Points

Linda has been assigned to do a qualitative study of people’s online shopping behavior. Because of a very tight budget situation, she will have to conduct this study on her own, without any help or assistance of a co-researcher. Given this constraint, she cannot do/establish:

A. iteration.

B. cross-researcher reliability.

C. tabulation.

D. emic validity.

Question 17 of 20 5.0 Points

All of the following are valid means of triangulation, EXCEPT:

A. using multiple methods of data collection.

B. using multiple data sets.

C. having multiple researchers analyze the data.

D. analyzing data at two different time periods.

Question 18 of 20 5.0 Points

When writing a research report, the literature review is typically included in which of the following sections?

A. Introduction

B. Analysis of the data/findings

C. Conclusions and recommendations

D. Description of research methods

Question 19 of 20 5.0 Points

The methodology section of a research report usually includes all of the following, EXCEPT:

A. number of researchers involved in the study and their level of involvement.

B. procedures for choosing informants.

C. procedures on negative case analyses and how the interpretation was modified.

D. interpretation and summary of findings.

Question 20 of 20 5.0 Points

All of the following are threats to drawing credible conclusions in qualitative analysis, EXCEPT:

A. not giving enough weight to dramatic events.

B. treating co-occurrences as correlations.

C. treating co-occurrences as causal relationships.

D. extrapolating the rate of instances from those observed.

SET 6

SET 6

Question 1 of 20 5.0 Points

While preparing data, Sheila identifies a number of tasks that have to be performed. She should begin with which of the following?

A. Data validation

B. Editing and coding

C. Data analysis

D. Data entry

Question 2 of 20 5.0 Points

An example of curbstoning is when the:

A. respondents improperly fill out the questionnaire.

B. interviewer fills out the instrument without interviewing the respondent.

C. interviewer contacts respondents by phone and then records their observations.

D. interviewer interviews respondents and records their observations.

Question 3 of 20 5.0 Points

If a researcher recontacts a respondent to collect information on a question that was accidentally skipped by the interviewer, the researcher is checking which area of concern while editing data?

A. Courtesy and respect

B. Accurate recording of answer

C. Correct screening questions

D. Reponses to open-ended items

Question 4 of 20 5.0 Points

The first step in developing codes for the anticipated responses to open-ended questions is:

A. consolidation of responses.

B. generating a list of potential responses.

C. assigning a numerical value as a code.

D. assigning a value to each response.

Question 5 of 20 5.0 Points

Assume that for a data field, only the codes 1 or 2 should appear. If a researcher mistakenly inputs any other number (say, 3), an error message is immediately displayed on the screen. This indicates that the software being used for data entry probably has a(n):

A. data input detection system.

B. input error capture mechanism.

C. error edit routine.

D. catch-error template.

Question 6 of 20 5.0 Points

One-way tabulation can do all of the following, EXCEPT:

A. determine the amount of non-response to individual questions in a questionnaire.

B. tabulate responses to one question against those to another question.

C. locate mistakes in data entry.

D. profile sample respondents.

Question 7 of 20 5.0 Points

Calculate the range of the following raw responses: 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, 8.

A. 4

B. 5

C. 6

D. 7

Question 8 of 20 5.0 Points

Which of the following measures is an indicator of how similar or dissimilar the numbers are in the set of responses?

A. Cross-tabulations

B. Mean

C. Median

D. Standard deviation

Question 9 of 20 5.0 Points

Which of the following measures is especially useful when dealing with ordinal data and data that is skewed to either the right or left?

A. Mean

B. Median

C. Mode

D. Standard deviation

Question 10 of 20 5.0 Points

Variance is:

A. the average squared deviations about the mean of a distribution of values.

B. an empirically testable statement that is an unproven supposition developed in order to explain phenomena.

C. a statement that asserts the status quo; that is, any change from what has been thought to be true is due to random sampling order.

D. a statement that is the opposite of the null hypothesis.

Question 11 of 20 5.0 Points

Which of the following statements is FALSE about cross-tabulation?

A. It is the primary form of data analysis in some marketing research projects.

B. It is used to determine if differences exist among sub-groups of the total sample.

C. Generally speaking, demographic variables are used as rows and other research variables are used as columns in a cross-tab.

D. It reports both absolute frequencies as well as percentages.

Question 12 of 20 5.0 Points

Which of the following statements about the Chi-square test is FALSE?

A. When the differences between observed and expected frequencies are large, one must accept the null hypothesis.

B. The larger the Chi-square, the more related the two variables are.

C. The expected frequencies are theoretically calculated.

D. The Chi-square test is also called a “goodness of fit” test.

Question 13 of 20 5.0 Points

In a one-way ANOVA, the term one-way is used because:

A. the differences are always positive because they are all squared before being added.

B. the F-statistic can move in only one direction.

C. only one independent variable is used in the analysis.

D. only one mean is used as the null hypothesis.

Question 14 of 20 5.0 Points

Which of the following statements about Scheffe test is INCORRECT?

A. It is a kind of a follow-up (or post hoc) test.

B. It is a rather conservative test.

C. It is equivalent to simultaneous two-tailed hypothesis tests.

D. The confidence intervals tend to be narrower in this method than in other methods.

Question 15 of 20 5.0 Points

When knowledge about the behavior of one variable allows you to predict the behavior of another variable, this is another way of studying the __________ of the relationship.

A. presence

B. direction

C. strength of association

D. type

Question 16 of 20 5.0 Points

While studying the relationship between advertising and sales growth, a researcher determines that the relationship is sometimes weak and at other times moderate. This variation from one situation to another is the variation in the __________ of the relationship between advertisement and sales growth.

A. strength of association

B. presence

C. type

D. direction

Question 17 of 20 5.0 Points

A researcher finds that the correlation coefficient between two variables is 0.20. She wants to know if this level of correlation is meaningful from a managerial perspective or not. She is interested in determining the __________ significance of her results.

A. statistical

B. determination

C. linearity

D. substantive

Question 18 of 20 5.0 Points

In bivariate regression analysis, the procedure used to determine the best fitting line is called the __________ procedure.

A. least squares

B. squared error

C. sum of errors

D. least error

Question 19 of 20 5.0 Points

If a researcher is interested in measuring the effect of two independent variables on a dependent variable, he/she should use:

A. pearson correlation coefficient.

B. spearman correlation coefficient.

C. bivariate regression analysis.

D. multiple regression analysis.

Question 20 of 20 5.0 Points

Multicollinearity is:

A. a statistical procedure that estimates regression equation coefficients which produce the lowest sum of squared differences between the actual and predicted values of the dependent variable.

B. a statistical technique which analyzes the linear relationship between a dependent variable and multiple independent variables by estimating coefficients for the equation for a straight line.

C. an estimated regression coefficient which has been recalculated to have a mean of zero and a standard deviation of 1.

D. a situation in which several independent variables are highly correlated with each other.