Question 1

Which of the following is true about a nonprobability sample?

Accepted Answer

In a nonprobability sample, the researcher uses personal judgment or other subjective criteria to select participants. Option A involves a specific sampling method, while option B and D refer to the importance of representativeness and inclusion of the entire population, which are not necessarily the focus of a nonprobability sample. Option E describes a characteristic of probability sampling, where each member of the population has a known probability of being selected.

Question 2

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ________, it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear.

Accepted Answer

The study of 3,500 variables over the lifetime of a customer's relationship indicates that the retailer is likely using data mining to analyze their customer base and identify patterns in purchasing behavior. Specifically, the finding about customers who change residences being more likely to buy certain products suggests that the retailer is using data mining to identify correlations between customer demographics and purchasing behavior.

Question 3

What is a major drawback of probability sampling?

Accepted Answer

The answer of What is a major drawback of probability...

Question 4

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

Accepted Answer

The answer of Which of the following groups currently oversees...

Question 5

To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Canadians are most likely to engage in when surfing the Internet.This study is an example of ________.

Accepted Answer

The study described in the question is a secondary data source because it is an existing research study that the Internet company can use to gather information, rather than conducting its own primary research.

Question 6

In general, a research report will NOT include ________.

Accepted Answer

A research report may include an executive summary, a description of the research methodology, a discussion of the results and limitations of the study, and additional statistical analysis. However, a situation analysis is not typically included in a research report, as it is a separate type of document used for analyzing a company or industry's current state and future opportunities.

Question 7

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

Accepted Answer

A stratified sample is a type of probability sample in which the researcher divides the population into smaller subgroups, called strata, based on relevant characteristics such as age, gender, or income. The researcher then randomly selects participants from each stratum in proportion to their representation in the population. This ensures that the sample is representative of the population and allows for more accurate statistical analysis.

Question 8

________ is the extent to which research actually measures what it was intended to measure.

Accepted Answer

Validity refers to the accuracy and appropriateness of the interpretation and use of research findings. It reflects how well the study measures what it was intended to measure. In other words, a valid research accurately reflects the concept or phenomenon under investigation.

Question 9

________ is the extent to which research measurement techniques are free of errors.

Accepted Answer

Reliability is the extent to which research measurement techniques produce consistent results and are free of errors. It is important for ensuring the accuracy and consistency of research findings.

Question 10

________ is the process of selecting respondents for a survey.

Accepted Answer

Sampling is the process of selecting individuals or items from a larger population with the aim of estimating or understanding characteristics of the whole group. This is typically done in surveys to ensure that the sample is representative of the population being studied. Prospecting refers to the process of identifying potential customers or clients for a business, and is not related to surveying. Modeling is the process of creating a representation of a real-world process or system, and is also not related to surveying. Surveying refers to the act of collecting data through a survey, which is a method of research. Representation does not relate to the process of selecting respondents for a survey.

Question 11

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the ________ of the survey.

Accepted Answer

The issue brought up in the question suggests that the reliability of the survey may be in question, as children's poor recall and understanding of questions can lead to inaccurate responses.

Question 12

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using ________.

Accepted Answer

Cross-tabulation is the best choice as it allows for the examination of the relationship between two variables, in this case, gender and attitudes towards low-fat food advertising on television. It can provide insights into any differences or similarities in the responses of male and female respondents.

Question 13

________ are a method for tracking what computer users do at various Web sites and which sites they visit.

Accepted Answer

Cookies are small files that a website puts on a user's device to store information about their activity on the site. They can track user behavior, such as which pages they visit, what they buy, and how long they stay on certain pages. This information can be used for advertising and targeted marketing purposes.

Question 14

Predictive technology used by e-marketers relies on which of the following?

Accepted Answer

Predictive technology used by e-marketers relies on tracking the shopping patterns of large numbers of people, allowing them to analyze consumer behavior and make predictions about future trends and purchasing patterns. The other options listed are either not commonly used in e-marketing or are not reliable predictors of consumer behavior.

Question 15

The two main types of samples used by researchers are ________.

Accepted Answer

Probability samples are those in which every member of the population has an equal chance of being selected, while nonprobability samples use other criteria for selection, such as convenience or accessibility. These are the two main types of samples used by researchers. The other options listed are not types of samples.

Question 16

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear.By using data analysis to determine which promotion to target to customers who have recently moved, this catalog retailer has engaged in ________.

Accepted Answer

The answer of A catalog retailer studies about 3,500 variables...

Question 17

Which of the following is true about a probability sample?

Accepted Answer

A probability sample involves every member of the population having a known chance of being included in the sample. This means that the selection is not based on convenience or personal judgment, but rather on a systematic process that ensures representativeness of the population. The observation method is not used for selecting participants in a probability sample.

Question 18

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this, the bank looked at revenues and expenses from each of its financial products, including loans and credit card usage.To identify and then analyze this information, the bank utilized the MIS analysis technique called ________.

Accepted Answer

Data mining is the MIS analysis technique that involves analyzing large sets of data to identify patterns and relationships. In this case, RBC Royal Bank is using data mining to analyze the financial information of its personal customer base to determine which customers are the most valuable. Data mining can help to identify trends and patterns that might not be easily visible otherwise, which can help the bank make more informed decisions and develop more effective strategies for managing its customer base.

Question 19

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Accepted Answer

This is an example of custom research because the cosmetic company conducted research specific to their own product line and asked their own customers to participate in the research.

Question 20

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

Accepted Answer

Online research is vulnerable to hacking attacks which may compromise the authenticity of the research data. Additionally, competitors can easily learn about marketing firms' plans by tracking what surveys they conduct online.

Quiz 3: Marketing Research: Gather, Analyze, and Use Information