2. Correct
Final Exam Questions
Answer
1. Researchers who have strong opinions about the subject of a
study are likely to do a better job of conducting the research. False
(True or False)
2. Research may be used as a diagnostic tool to provide True
information about what is happening in the environment. (True
or False)
3. Both basic and applied researches are systematic and False
objective, but only basic research utilizes the scientific method
to answer to questions at hand. (True or False)
4. Basic research is research that
A. Addresses simple issues that are basic, in which research B
is not really needed.
B. Attempts to expand the limits of knowledge for a discipline.
C. Is conducted to make a decision about a specific real -life
problem.
D. All of the above.
5. Information can be evaluated using which of the following
characteristics? D
A. timeliness
B. repeatability
C. quality
D. All of the above.
E. A & C above.
6. A hypothesis is a proven proposition that asserts the probable False
3. answers to research questions. (True or False)
7. Experiments hold the greatest potential for establishing cause- True
and-effect relationships. (True or False)
8. Which of the following statements concerning research design
is true? D
A. Research design provides a framework that guides data
collection.
B. Ideal research design is determined by the research
objectives.
C. Research design characteristics are indirectly determined
by the information needs of the decision maker.
D. All of the statements are true.
9. If the research question were defined as “will buyers purchase
more of a product in a blue colored or silver package?” the A
most appropriate type of research would be
A. exploratory
B. descriptive
C. causal
D. associative
E. none of the above
10. An ethical researcher would inform respondents of deceptions False
used in a research project after the project was completed.
(True or False)
11. The right to privacy is absolute and cannot be waived by True
anyone under any circumstances. (True or False)
12. According to the textbook, which of the following is least likely
to be considered unethical? C
A. A telemarketer selling carpeting begins the telephone
sales call by saying he or she is conducting a survey about
4. carpeting.
B. A researcher does not tell his or her client that the
sampling procedure in the proposal was considered too
expensive, so an alternative sampling technique was used.
C. Researchers don’t tell respondents to a survey
sponsoring the survey; that is they maintain a discreet
silence about the sponsor of a survey by avoiding the issue.
D. The researcher who identifies the most likely prospects
for a new photocopying machine passes the names of these
people to the sales manager.
13. Which of the following should be considered before a
researcher decides to use deception in a study? D
A. importance of the study
B. availability of alternative methods
C. physical danger of psychological harm to subjects
D. all of the above
14. When the results of exploratory research are extremely False
positive, they can take the place of a quantitative research
study and save a great deal of money. (True or False)
15. In a focus group, the moderator’s job is to prepare a standard True
set of questions to ask each group member. (True or False)
16. The ideal focus group size is B
A. less than 5 people.
B. 6-10 people.
C. approximately 25 people.
D. more than 100 people.
17. Which of the following is an advantage of a depth interview? B
A. high degree of structure
5. B. valuable insights into motivation
C. need for a skilled interviewer
D. inexpensive
E. quickly and easily completed.
18. A term for research procedures that test some sort of stimulus
as a proxy for a new, revised, or remarketed product or D
service.
A. experience survey
B. situational analysis
C. thematic apperception test
D. concept test
19. Researchers should be willing to do cross-checks of data from True
multiple sources to determine the similarity of independent
projects. (True or False)
20. Secondary data are gathered and recorded by someone prior
to (and for purposes other than) the current needs of True
researchers. (True or False)
21. Two major drawbacks of secondary data are determining the True
accuracy of the data and finding data that fit the specifications
of the project. (True or False)
22. Secondary data sources can be classified as controllable and False
uncontrollable. (True or False)
23. Which of the following is not a common problem with
secondary data? E
A. outdated information
B. variation in definition of terms
C. differing units of measurement
D. takes too long to collect
E. All of the above are common problems.
6. 24. Concerning data distributed by media, researchers should be
aware that A
A. data are copyrighted and thus of limited use.
B. they generally refer to product flows through retail outlets.
C. data may cover only limited aspects of a topic.
D. government regulations severely limit some forms of data.
E. all of the above.
25. When an interviewer’s presence influences a respondent to True
say he or she does not have cockroaches in his or her home
(when he or she does), a social desirability bias has occurred.
(True or False)
26. In a longitudinal study, various segments of the population are False
sampled so that relationships among variables may be
investigated by cross-tabulation. (True or False)
27. When the results of a survey are biased by yea-sayers very True
agreeable to the interviewer asking questions about a new
brand, the survey has auspices bias. (True or False)
28. High-cost, low standardization of questioning and limited B
geographic dispersion are disadvantages characteristic of
______ surveys.
A. telephone
B. personal interview
C. mail
D. none of the above.
29. A non-response error usually occurs when D
A. follow-up contacts are made with respondents.
B. the response rate falls below 50%.
C. respondents are fundamentally different from non-
respondents.
7. D. improperly designed questionnaires are used.
E. none of the above.
30. The term mystery shopper is a form of scientifically contrived False
observations. (True or False)
31. A distortion of measurement resulting from the cognitive True
behavior or actions of the witnessing observer is called
observer bias. (True or False)
32. Although the observation method may be used to describe a False
wide variety of behaviors, cognitive phenomena such as
attitudes, motivations, and preferences cannot be observed.
(True or False)
33. The assumption that physiological reactions are associated True
with persuasiveness or the ability to predict some cognitive
response has not been clearly demonstrated. (True or False)
34. In direct observation, if the observer is subjective in the
recording of what is occurring, the study is said to have D
A. systematic bias.
B. observer bias.
C. demand characteristics.
D. human error.
E. response latency.
35. At the Chicago Museum of Science and Industry, floor tiles
around the hatching-chick exhibit must be replaced every six E
weeks, while tiles in other areas need not be replaced for
years. This is an example of
A. response latency.
B. physiological reactions.
C. physical trace evidence.
D. content analysis.
8. E. none of the above.
36. If an experimenter’s actions repeatedly influence subjects’ True
answers, these actions are referred to as repeated measures.
(True or False)
37. Counterbalancing attempts to eliminate the confounding True
effects of order of presentation when subjects are exposed to
two or more experimental treatments. (True or False)
38. External validity refers to the question of whether the False
experimental treatment was the sole cause of observed
changes in the dependent variable. (True or False)
39. Decisions must be made about several basic elements of an E
experiment. One of these issues is
A. selection and measurement of the dependent variable.
B. manipulation of the extraneous variable(s).
C. control over the dependent variable.
D. selection of assignment of extraneous variables.
E. all of the above.
40. If age is expected to influence savings behavior, a savings and E
loan conducting an experiment may have greater assurance
that there are no intersubject differences if subjects in all
experimental groups:
A. are customers of the savings and loan.
B. are assigned randomly to groups.
C. are matched in age.
D. are given a pretest.
E. all of the above.
41. A ranking task requires that the respondent estimate the False
magnitude of some characteristic of the stimuli. (True or False)
42. The type of scale utilized in marketing research will determine False
9. the form of the statistical analysis. (True or False)
43. At the race track, to say that a winning ticket pays 40 to 1 for a True
winning bet indicates a ratio scale. (True or False)
44. Although reliability is necessary for validity, it is not in itself True
sufficient to make a measure valid. (True or False)
45. The concept brand loyalty may be operationalized as E
A. sequences of brands purchased.
B. number of different brands purchased.
C. amount of brand deliberation.
D. all of the above.
E. The concept cannot be operationalized.
46. The extent to which a measurement is free from random error A
is a measurement of
A. validity.
B. reliability.
C. predictive accuracy.
D. degrees of freedom.
E. systematic validation.
47. When framing response alternatives to dichotomous or True
multiple choice questions, the alternatives must be mutually
exclusive. (True or False)
48. Managers with experience in marketing research realize that False
constructing a questionnaire is a fairly simple task. (True or
False)
49. Which of the following is not an advantage of open-ended C
questions?
A. respondents free to answer whatever they want
B. discovering unanticipated responses
C. “warming up” respondents at the beginning of an
10. interview
D. minimizing interviewer bias
E. All of the above are advantages.
50. Before a questionnaire can be constructed, the researcher D
must consider
A. the analytical techniques and data analysis to be used.
B. the communication medium of data collection.
C. the type of information needed.
D. all of the above.
E. none of the above.
