Question 1

A _____ error arises if the sample drawn from a population differs from the target population.

Accepted Answer

Frame error, also called coverage error, arises when the sampling frame (list of individuals or units from which the sample is selected) does not correspond to the target population. This can lead to undercoverage or overcoverage of certain groups within the population, which can result in bias in the sample.

Question 2

In a survey for her marketing class,Allicia interviewed eighty randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey using the same methodology,she discovered that 50 percent of the surveyed population in the second group find women with tans sexy.This is most likely an example of a _____ error.

Accepted Answer

The discrepancy in results between the two surveys is likely due to random error, which can occur by chance when different samples are taken from the same population.

Question 3

Several types of analysis are common to marketing research,and _____ are the simplest,noting how many respondents answered a question a certain way.This provides a general picture of the results of the study.

Accepted Answer

One-way frequency tables are the simplest type of analysis commonly used in marketing research. They provide a general overview of how many respondents answered a question in a certain way, which helps give an overall picture of the results of the study. Statistical analyses, cross-tabulations, and scaled responses are more complex types of analysis that provide more detailed information. Passive people meters are a tool used to measure audience behavior in media consumption, but they are not a type of analysis.

Question 4

A _____ error occurs because the selected sample is an imperfect representation of the overall population.

Accepted Answer

Random error represents how accurately the chosen sample's true average values reflect the population's true average.

Question 5

To determine how people reacted to the bombing of the World Trade Center,an Internet survey was conducted.Anyone who wanted to express their feelings about the event was allowed to participate.This survey used a(n)_____ sample.

Accepted Answer

The survey allowed anyone who wanted to express their feelings to participate, indicating that it had an unrestricted Internet sample.

Question 6

Which of the following is NOT an advantage associated with the use of Internet surveys?

Accepted Answer

The use of Internet surveys may decrease data-collection costs; however, it may also increase labor costs in terms of designing, programming, and analyzing the survey data.

Question 7

_____ permit the analyst to relate the responses to one question to the response to one or more other questions when assessing marketing research data.

Accepted Answer

Cross-tabulations allow for the comparison of responses to different questions, making it easier to identify patterns and relationships within the data. The other options listed do not necessarily facilitate this type of analysis.

Question 8

Larry has to interview twenty people who are not part of the college community for his marketing research class project and decides to use his relatives and their neighbors.This is a _____ sample.

Accepted Answer

Larry's choice of participants is based on convenience and is not a random or probability sample, which would involve selecting participants through a more objective process to ensure representativeness. A representational sample would require that Larry select individuals from a variety of backgrounds and demographics. A single-source sample would involve selecting participants from a particular group or location, such as college students or a specific geographic area, which is not the case here. Therefore, E is the best choice.

Question 9

Internet samples may be classified as:

Accepted Answer

Internet samples can be classified as unrestricted, where anyone can participate; screened, where certain criteria are used to select participants; and recruited, where participants are actively sought out and invited to participate. This classification is widely used in academic research and market research.

Question 10

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

Accepted Answer

Field service firms specialize in interviewing respondents on a subcontracted basis.

Question 11

If a researcher wanted to look at responses to pet ownership questions as they relate to age and educational level of respondent,the analysis approach he or she would use is:

Accepted Answer

Cross-tabulations are the best choice for analyzing the relationship between two categorical variables, such as age and educational level, and how they relate to responses to pet ownership questions. This method allows for the comparison of the frequencies and percentages of responses among different subgroups based on their age and educational level. One-way frequency tables and scaled responses can also be used to display the frequency and distribution of responses, while standard deviation measures and passive people meters are not appropriate for this type of analysis.

Question 12

Which of the following statements explains the success of Internet marketing research?

Accepted Answer

All of the statements given contribute to explaining the success of Internet marketing research. Faster access to business intelligence, reduced costs and labor requirements, easier follow-up studies, and increased ability to respond quickly to customer needs and market shifts are all benefits of using Internet marketing research.

Question 13

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Accepted Answer

Sampling error occurs when the sample drawn differs from the population from which it was drawn. This can happen due to various reasons such as biased selection, underrepresentation or overrepresentation of certain groups, or inaccurate sampling methods. Random error is a type of measurement error, diagnostic error pertains to misidentification of a condition, nonprobability error is associated with non-random sampling, and measurement error is linked to errors in measurement instruments or procedures.

Question 14

Which of the following statements about preparing and presenting the market research report is true?

Accepted Answer

The statement that the report should begin with a clear, concise statement of the research project's objectives is true. The other statements are not true or advisable, such as relying on hunches or intuition instead of research, using language that only the presenter is comfortable with, and never presenting the report orally.

Question 15

After Mystery on Demand bookstore received the results of a survey that measured readers' intentions to purchase a newly discovered Agatha Christie mystery as soon as it was released,the store owner worried that many readers may have overstated their intentions and would not actually buy.The owner was concerned about the potential for what kind of sampling error?

Accepted Answer

The concern of the store owner about the potential for readers overstating their intentions to buy the Agatha Christie mystery indicates a measurement error. This type of error occurs when there are inaccuracies in the way data is collected, such as when participants respond in a way that is different from their true intentions or when the survey questions are too vague or misleading.

Question 16

A researcher wants to determine what percentage of the population in the Southeastern United States would use a mass transit system if it were well-maintained.He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every 100^th page as his sample.He has made a _____ error.

Accepted Answer

The researcher has made a frame error because the sampling frame (telephone books) may not accurately represent the entire population, as not everyone has a listed phone number, and it excludes those without landlines or those who have moved.

Question 17

_____ occurs when a sample,in some ways,is not representative of the target population.

Accepted Answer

Sampling error occurs when a sample is not representative of the target population, leading to inaccurate conclusions being drawn about the population. This can happen due to factors such as inadequate sample size or biased selection of participants. Measurement error refers to inaccuracies in data collection or analysis, cross-tabulation is a statistical technique used to analyze relationships between variables, diagnostic error refers to errors in medical diagnosis, and single-source research refers to a research method where all data is obtained from a single source.

Question 18

_____ specialize in arranging interviews for data collection on a subcontract basis.They also conduct focus groups,mall intercepts,retail audits,and other data collection services.

Accepted Answer

Field service firms specialize in arranging interviews for data collection and also conduct other data collection services such as focus groups, mall intercepts, and retail audits.

Question 19

Five hundred women were surveyed about their thoughts on Martha Stewart.The majority admired her creativity but would not trust her as a friend.The survey was an example of a(n)_____ sample because it used subscribers to her magazine as survey participants.

Accepted Answer

This sample is a convenience sample because it used subscribers to Martha Stewart's magazine as survey participants, which is not representative of the general population.

Question 20

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefers something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

Accepted Answer

Kent has used one-way frequency, which involves summarizing data by counting the number of responses for each category, such as preferences for different breakfast foods.

Quiz 8: Decision Support Systems and Marketing Research