Mar4613 - Marketing Research - Final

Front 1

In which of the following situations is it useful to test for differences between two groups?

Back 1

-a retailer wishes to know if customer satisfaction is different for in-store and v online shoppers

-a beverage company wants to know if a new beverage concept differs for users and nonusers of
the current brand

-a department store wishes to know the differences between online and mail-order catalog
shoppers

Front 2

A researcher may want to compare:

Back 2

-two percentages
-two averages

Front 3

When comparing a categorical scale requires that the researcher compare:

Back 3

percentages

Front 4

65% of males bought a snack when they rented a DVD and 40% of females bought a snack whenthey
rented a DVD. This is an example where a researcher would:

Back 4

determine if there is a difference between the percentages of two populations

Front 5

40% of women video renters buy snacks; 65% of male video renters buy snacks. A computed z of 4.5 is calculated. Assuming the critical value of z is + or – 1.96, this means:

Back 5

there is a true difference between the two percentages

Front 6

We have two percentages and we want to know if they are statistically different. We calculate our z and find that it is 1.97. This means:

Back 6

the two percentages are statistically different

Front 7

Which of the following marketing concepts is an important reason for analyzing differences?

Back 7

market segmentation

Front 8

When comparing, a categorical scale requires that the researcher compare:

Back 8

percentages

Front 9

65% of males bought a snack when they rented a DVD and 40% of females bought a snack when they rented a DVD. This is an example where a researcher would:

Back 9

determine if there is a difference between the percentages of two populations

Front 10

When testing for the differences between two percentages a computed z value that is larger than the critical z value (i.e. +or -1.96) amounts to no support for:

Back 10

the null hypothesis

Front 11

When using XL Data Analyst to compare two mutually exclusive groups as to their respective percentage on a category of some variable, the approach sequence of commands is:

Back 11

COMPARE-2 GROUP PERCENTS

Front 12

Assume a survey asks teens: "How many 20 oz. soft drinks do you drink in a week?" If you wanted to compare the answers you would test for the difference between two:

Back 12

averages

Front 13

In the six step approach to data analysis, when you are going to compare the average of two groups you should first determine that the research objective you are dealing with is one of:

Back 13

two group differences

Front 14

The word "variance" in analysis of variance is:

Back 14

misleading

Front 15

If you were performing ANOVA you would need to make certain, according to the six step approach to data analysis that your research objective was one of:

Back 15

3+ group differences

Front 16

In the six step approach for analyzing differences between two variables you should be certain that the research objective is one of:

Back 16

two-variables differences objective

Front 17

Not only must differences be statistically different, a manager must then determine if the differences are meaningful and useful.

Back 17

True

Front 18

When comparing two groups differences, a categorical scaled variable requires that the comparison be between percentages for one group to the percentage for the other group.

Back 18

True

Front 19

The proper command sequence to run a test to determine the difference between the averages of two variables is: COMPARE-2 VARIABLE AVERAGES.

Back 19

True

Front 20

Maritz research calculated the relationships between three different measures of customer loyalty with repeat purchasing. The results were .35, .26, and .51 respectively. The three values are known as:

Back 20

correlation coefficients

Front 21

When a scale has "labels" as opposed to "levels" we can normally assume the level of measurement is:

Back 21

categorical

Front 22

You do not have a "relationship" that links the labels (or levels) for two variables unless the relationship is:

Back 22

both consistent and systematic

Front 23

In running a restaurant, a manager knows that in the presence of lunch, there is the presence of soft drink orders and in the presence of breakfast, there is the presence of coffee orders. This is an example of:

Back 23

a Boolean relationship

Front 24

In a cross-tabulation table, the intersection cell for the Row Totals column and the Column Totals row is called:

Back 24

the Grand Total

Front 25

XL Data Analyst will perform a cross-tabulation analysis, test for a Boolean relationship and generate row and column percentages through which command sequence?

Back 25

Relate-Crosstabs

Front 26

If we were to graph two variables, let's say, height (in inches) and GPA, and the graph showed points scattered about in a formless shape, we could say there is:

Back 26

likely no significant association between height and GPA

Front 27

In correlation analysis, the two variables under analysis:

Back 27

it is not necessary that the two share the same scale; i.e. you can correlate buyer's age with the number of times an item is purchased

Front 28

In regression analysis, the intercept and the slope are computed on the basis of:

Back 28

the least squares' criterion

Front 29

A form of regression analysis where more than one independent variable is used in the regression equation is known as:

Back 29

multiple regression analysis

Front 30

When we examine the relationship between two variables, we must determine if the variables in question are categorical or metric.

Back 30

True

Front 31

Regardless of the size of the correlation value, if it is not significant, it is meaningless.

Back 31

True

Front 32

An example shown in your text of an online reporting system used by a marketing research firm is:

Back 32

Burke's Digital Dashboard

Front 33

It is often very helpful when preparing the research report to:

Back 33

assume the role of the reader and ask: "What's in it for me?"

Front 34

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

Back 34

letter of authorization

Front 35

A graph is considered one of which of the following?

Back 35

figures

Front 36

Plagiarism is a serious offense and may be avoided by:

Back 36

properly documenting all work you use

Front 37

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. This is:

Back 37

a conclusion

Front 38

Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as:

Back 38

headings and subheadings

Front 39

Which of the following was not discussed by your authors as stylistic devices or "tips" to consider when writing the research report?

Back 39

prepare the appendix in a smaller font than that used for the report

Front 40

Pie charts are particularly useful for illustrating:

Back 40

relative size or static comparisons

Front 41

A letter of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

Back 41

True

Front 42

The listing of specific research objectives often serves as a good framework for organizing the results' section of the report.

Back 42

True

Front 43

A major university recently revoked the degrees of three students after they had graduated because the university learned the students had plagiarized.

Back 43

True

Front 44

If the question uses a categorical scale, we will be comparing ________ between the two groups.

Back 44

percentages

Front 45

If the question uses a metric scale, we will be comparing ________ between the two groups.

Back 45

averages

Front 46

A statistical significance simply means:

Back 46

if we were to do the study over and over for 100 times, 95 times out of 100 the difference we observe now would repeat itself in the sample data

-Statistical significance does not tell us anything about how important a difference is.

Front 47

Practical significance means:

Back 47

that the difference has a managerial application that uses the difference.

-Researchers must first find a significant difference, and if managers determine that the difference is important and useful, then it has practical significance.

Front 48

_______ can be used to “see” relationships.

Back 48

Bar charts

Front 49

When the scale is metric, descriptors measure:

Back 49

levels of the property – levels of temperature, levels of satisfaction, etc.

Front 50

When the scale is categorical, the descriptors measure:

Back 50

labels of the properties – buyer versus non-buyer; yes, no; etc.

Front 51

What is a relationship?

Back 51

is a consistent and systematic linkage between the levels (for metric scales variables) or labels (for categorical scaled variables) for two variables.

Front 52

What is a cross-tabulation analysis?

Back 52

is the analytical technique that assesses the statistical significance of Boolean or categorical variable relationships.

-With cross-tabulation, the two variables are arranged in a cross-tabulation table in a row-and-column format.

-A cross-tabulation cell: is the intersection of a row and a column.

Front 53

What is the correlation coefficient?

Back 53

is an index number, constrained to fall between the range of −1.0 and +1.0.

Front 54

The correlation coefficient communicates both the strength and the direction of the linear relationship between two _______ variables.

Back 54

metric

Front 55

The amount of linear relationship between two variables is communicated by:

Back 55

the absolute size of the correlation coefficient.

Front 56

What is Covariation?

Back 56

is defined as the amount of change in one variable systematically associated with a change in another variable.

Front 57

What is the Pearson product moment correlation (r)?

Back 57

measures the linear relationship between two metric-scaled variables.

-r may range from -1.0 to +1.0.

-The closer the correlation coefficient is to 1.0, the stronger the correlation or association.

-The direction of the correlation coefficient determines the direction of the association (+ or -).

Front 58

What is the marketing research report?

Back 58

is a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client.

Front 59

What are the 3 sections of the Written Report?

Back 59

-Front matter
-Body
-End matter

Front 60

What is the front matter?

Back 60

consists of all pages that precede the first page of the report.

1. Title Page
2. Letter of Authorization
3. Letter/Memo of Transmittal
4. Table of Contents
5. List of Illustrations
6. Abstract/Executive Summary

Front 61

The title page contains:

Back 61

-The title of the document
-The organization/person(s) for whom the report was prepared
-The organization/person(s) who prepared the report
-The date of submission

Front 62

What is the letter of authorization?

Back 62

is the marketing research firm’s certification to do the project and it optional.

Front 63

What is the letter of transmittal?

Back 63

is used to release or deliver the document to an organization for which you are not a regular employee.

Front 64

What is the memo of transmittal?

Back 64

is used to deliver the document within your own organization.

Front 65

What is the table of contents?

Back 65

helps the reader locate the information in the research report.

Front 66

What is the body?

Back 66

is the bulk of the report.

1. Introduction
2. Research Objectives
3. Methodology
4. Results
5. Limitations
6. Conclusions, or Conclusions and Recommendations

Front 67

What is the introduction to the marketing research report?

Back 67

orients the reader to the contents of the report.

Front 68

The introduction may contain:

Back 68

-A statement of the background situation leading to the problem
-The statement of the problem
-A summary description of how the research process was initiated.

-It should contain a statement of the general purpose of the report and also the specific objectives for the research.
-Research objectives may be listed here or in a separate section.

Front 69

What is the methodology?

Back 69

describes, in as much detail as necessary, how you conducted the research, including a description of the sample plan and sample size determination, the method of gathering data, and how the data were analyzed.

Front 70

What is Plagiarism?

Back 70

refers to presenting the work of others as your own and is a serious offense.

Front 71

What is the end matter?

Back 71

contains information that the reader may need to refer to for further reading but that is not essential to reporting the data.

1. Appendices
2. Endnotes

Front 72

What are the appendices?

Back 72

contains the “nice to know” information, not the “need to know.”

-A reference page or endnotes should precede the appendix.

Front 73

What are Headings?

Back 73

indicate the topic of each section.

Front 74

What are Subheadings?

Back 74

should divide that information into segments.

Front 75

What are Visuals?

Back 75

are tables, figures, charts, diagrams, graphs, and other graphic aids.

Front 76

Tables:

Back 76

identify exact values.

Front 77

Graphs and charts:

Back 77

illustrate relationships among items.

Front 78

Pie charts:

Back 78

compare a specific part of the whole to the whole.

Front 79

Bar charts and line graphs:

Back 79

compare items over time or show correlations among items.

Front 80

Flow diagrams:

Back 80

introduce a set of topics and illustrate their relationships.

Front 81

Maps:

Back 81

define locations.

Front 82

Photographs:

Back 82

present an aura of legitimacy because they are not “created” in the sense that other visuals are created. Photos depict factual content.

Front 83

Drawings:

Back 83

focus on details.