Question 1

A positive correlation means that one variable causes some influence the other variable.

Accepted Answer

A positive correlation means that two variables are associated with each other, but it does not necessarily mean that one variable causes the other. There may be other factors or variables at play that contribute to the observed correlation between the two variables.

Question 2

Research has shown that there is relationship between the number of coupons issued in a market and the level of sales, such that as the number of coupons issued goes up, sales go up.This type of relationship represents a positive correlation.

Accepted Answer

This statement correctly describes positive correlation.

Question 3

A key benefit of basic research is that conclusions drawn from it can be generalized across many situations.

Accepted Answer

Basic research aims at discovering new knowledge and understanding phenomena in a broader sense, which allows the findings to be applied to various situations and contexts. Therefore, the conclusions drawn from basic research can be generalized and have broader implications beyond the specific study's scope.

Question 4

Secondary data tends to take longer to collect than primary data.

Accepted Answer

Primary data refers to data that is collected firsthand, while secondary data is data that has already been collected by someone else. Therefore, secondary data can be obtained much faster than primary data, which often requires new research to be conducted.

Question 5

If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic.

Accepted Answer

Correlation does not imply causation; a high correlation between advertising and store traffic does not necessarily mean that increased advertising will cause an increase in store traffic, as other factors could be influencing both.

Question 6

The first step in the Scientific Method is to form a hypothesis and make a prediction.

Accepted Answer

The first step in the Scientific Method is to make an observation and ask a question based on that observation.

Question 7

Research has shown that there is relationship between the number of added features a cell phone has and the level of customer satisfaction, such that as features go down, satisfaction goes down.This type of relationship represents a negative correlation.

Accepted Answer

The described relationship indicates that as the number of features increases, satisfaction increases, which is a positive correlation. A negative correlation would mean that as one variable increases, the other decreases.

Question 8

Executives at McDonald's were curious to know if their new soft-drink cup design was attractive to customers.
Basic research can help them find the answer to this question.

Accepted Answer

This is an example of applied research, as it seeks to solve a specific, practical issue regarding the effectiveness of a new product design.

Question 9

An zero correlation means there is no predictable relationship between two variables.

Accepted Answer

A zero correlation means there is no linear relationship between two variables, indicating that changes in one variable are not associated with changes in the other variable.

Question 10

The Scientific Method should only be used in the physical sciences, not in marketing.

Accepted Answer

The scientific method can be applied in all fields, including marketing. In fact, many successful marketing campaigns are based on data-driven decisions and experimentation, which are key components of the scientific method.

Question 11

Systematic testing and following the Scientific Method can allow researchers to determine causal relationships with a high degree of certainty.

Accepted Answer

This statement is true. Systematic testing and following the Scientific Method involves controlling for variables and using experimental design to establish cause and effect relationships. This allows researchers to determine causal relationships with a high degree of certainty.

Question 12

Paul wants to perform a research study to explore how people feel while they shop for a house.He really wants to be able to describe a person's emotional experience during this buying process.Paul will probably use qualitative research methods.

Accepted Answer

Qualitative research methods are ideal for exploring subjective experiences and emotions, which is what Paul wants to do in this study. Quantitative methods, on the other hand, are better for obtaining numerical data and establishing cause-and-effect relationships.

Question 13

Qualitative research methods require large representative samples of data to be valid; thus, their results can typically be generalized to the larger population of interest.

Accepted Answer

Qualitative research methods typically do not focus on large representative samples but instead focus on in-depth exploration of a small number of cases or individuals. The results of qualitative research are not meant to be generalized to a larger population but rather to provide a rich understanding of specific cases or phenomena.

Question 14

Procter and Gamble's Crest Whitestrips, featured in your readings, has been one of the company's most successful product launches because the management team relied on intuition to guide their decisions.

Accepted Answer

This statement is false. The success of Crest Whitestrips was not solely due to intuition, but rather a combination of market research, consumer insights, and effective marketing strategies.

Question 15

Qualitative research methods collect empirical data and use large representative samples so that statistical analyses can be performed and generalization of the results can be made.

Accepted Answer

Qualitative research methods do not use large representative samples and statistical analyses for generalization. Instead, they use smaller, non-representative samples and focus on exploring and understanding the experiences and perspectives of individuals or groups. Qualitative research emphasizes on collecting rich and detailed data through methods like interviews, focus groups, and observation.

Question 16

The advantages of secondary data are that the information is specific and relevant to a specific project, is current, and the data can be controlled.

Accepted Answer

The statement is incorrect. While secondary data can be specific and relevant to a project and may be current, it cannot be controlled as it was collected for a different purpose by someone else. Therefore, it may not perfectly match the needs of the current project.

Question 17

The cause always precedes an effect.

Accepted Answer

This is a fundamental principle of causality, which states that the cause must exist before the effect is observed.

Question 18

An illusory correlation means there is no predictable relationship between two variables.

Accepted Answer

An illusory correlation refers to the perception of a relationship between two variables when none actually exists. It is a false belief that there is a predictable relationship between the variables, even though there is none. Therefore, an illusory correlation does not mean that there is no predictable relationship between the variables.

Question 19

Secondary data are data that already exist and are accessible.

Accepted Answer

Secondary data refers to data that has already been collected, processed, and are available for use by other researchers. Examples of secondary data sources include government databases, published research articles, and company reports.

Question 20

A company's sales records represent primary data.

Accepted Answer

The answer of A company's sales records represent primary data....

Quiz 1: Understanding Consumer Behavior and Consumer Research