Marketing Research Exam 2 Pre Test

Both

Descriptive research methods include:

 

None

 

Both

 

Observation

 

Survey

structured and undisguised

Examine the question type below. 

How important is status to you in a sports car purchase?  Would you say it is 

_______ Extremely important

_______ Very important

_______ Not very important

_______ Not at all important

 

structured and undisguised

 

unstructured and undisguised

 

unstructured and disguised

 

structured and disguised

True

In survey research, all structure and disguise combinations are possible.

 

True

 

False

 

Cant say

data processing errors

Incorrect data entry errors are

 

instrument errors

 

interviewer errors

 

random sampling errors

 

data processing errors

random sampling error and systematic error

Total survey error is combined of 

 

sample bias and measurement error

 

respondent error and measurement error

 

random sampling error and measurement error

 

random sampling error and systematic error

population

In 2016, MTV ratings in the 18-24 year old group in the USA were slipping. This group is important because younger teens and 25-35 year old adults look to this group for image and style ideas. MTV randomly dialed household numbers until they surveyed 1000 18 - 24 year old.

All 18 - 24 year olds in the USA is the _______ .

 

sample frame

 

element

 

sampling unit

 

population

sampling unit

In 2016, MTV ratings in the 18-24 year old group in the USA were slipping. This group is important because younger teens and 25-35 year old adults look to this group for image and style ideas. MTV randomly dialed household numbers until they surveyed 1000 18 - 24 year old.

The households are the _______ .

 

sample frame

 

population

 

sampling unit

 

element

sample frame

A __________ is created from a list of population characteristics from which a sample will be drawn.

 

parameter

 

statistic

 

element

 

sample frame

judgement sample

A non-probability sample in which the sample elements are handpicked because they are expected to serve the research purpose.

 

quota sample

 

snowball sample

 

convenience sample

 

judgement sample

cluster sample

A probability sampling plan in which (1) the parent population is divided into mutually exclusive and exhaustive subsets and (2) random sample of one or more subsets is selected.

cluster sample

 

simple random sample

 

systematic sample

 

stratified sample

true

Regression can help us explain the relationship between a dependent variable and one or more independent variables.

 

False

 

Cant say

 

True

yes

Confidence level can help determine the sample size.

 

No

 

Yes

Rephrase the question as: "How satisfied are you with the quality of our product?" with answer options ranging from "Very Dissatisfied" to "Very Satisfied.

A company is conducting a customer satisfaction survey to evaluate its new product. One of the questions on the survey is: "Do you agree that our product is high quality and meets all your needs?" Most customers respond with "Agree" or "Strongly Agree," regardless of their actual satisfaction level. This could be due to acquiescence bias. Which of the following changes to the question can help reduce this bias?

 

Keep the question the same, but add an open-text box for additional comments.

 

Rephrase the question as: "How satisfied are you with the quality of our product?" with answer options ranging from "Very Dissatisfied" to "Very Satisfied.

 

Change the question to: "Do you agree that our product has high quality?" with "Agree" or "Disagree" as answer options.

 

Ask, "Do you agree that our product is of average quality?" with "Agree" or "Disagree" as options.

ANOVA

Which test would you suggest to assess whether the salaries ($) differ by college degrees categories (bachelor's, master's, and PhD)?

 

ANOVA

 

One sample t-test

 

Cant say

 

Chi-square

false

In regression results, if a X variable has a p-value (significance level) greater than 0.05, then we can say that the variable significantly affects the outcome variable at 95% confidence level.

 

Undecided

 

True

 

False

false

In clustering process, generally dissimilar objects are grouped in same groups.

 

False

 

True

 

Not applicable

Variables moving in opposite direction

A researcher finds a correlation coefficient of -0.5 between price and demand. This implies:

 

Variables moving in same direction

 

Variables moving in opposite direction

 

cant say anything

Chi-square test

Which test is MOST appropriate to examine the relationship between two categorical variables?

 

Anova

 

Chi-square test

 

Cluster

 

Correlation

Outcome to be predicted

In regression, the dependent variable (Y) represents:

 

Input variables

 

Sampling frame

 

Outcome to be predicted

 

Cant say

Reject null hypothesis

In hypothesis testing, if p-value < 0.05, we:

 

Increase sample size

 

Accept null hypothesis

 

Reject null hypothesis

 

Ignore results

What customers think

Sentiment analysis of social media comments tells you:

 

What customers think

 

None

 

Who they are

 

How do they feel

Two scale (numerical) variables

To perform a correlation test, which types of variables must the researcher use?

 

One scale (numerical) and one categorical

 

None

 

Two categorical

 

Two scale (numerical) variables

Chi2 test

A marketing analyst wants to know if "Customer Loyalty Status" (e.g., Gold, Silver, Bronze) is related to "Preferred Store Location". Which test is most appropriate?

 

One sample t-test

 

None

 

Two sample t-test

 

Chi2 test

Anova

A marketing analyst wants to compare the average 'Monthly Spending' (scale) across different 'Age Groups' (categorical). Which statistical test should be used?

 

 

Cluster

 

Correlation

 

Chi2 test

 

Anova

Synthetic Personas

A digital marketer wants to get an initial understanding of different types of customers from a dataset of smartphone reviews? Which method is best suited?

 

Synthetic Personas

 

Sentiment Anlaysis

 

Regression

 

Word Cloud

Al hallucination and Bias

What is a significant risk associated with using AI tools for 'Synthetic Data Simulation' without human validation?

 

None

 

Only gives shorter answer

 

Al hallucination and Bias

 

Requires manual coding for every review

Brainstorming topics and generating initial hypotheses

AI tools are highly recommended for which of the following tasks in market consulting/research?

 

Running statistical tests independently

 

Finalising research design without expert review

 

Collecting real-world qualitative data from humans

 

Brainstorming topics and generating initial hypotheses

Only numerical variables

In market segmentation analysis, when using the k-means clustering method, the analyst must use: 

 

A mixture of both scale and categorical variables

 

Only the dependent variable

 

Only categorical variables

 

Only numerical variables

Simple Random Sampling

In the sampling process, which technique ensures that every element of the population has an equal opportunity of being selected? 

 

Simple Random Sampling

 

Quota Sampling

 

Convenience Sampling

 

Snowball Sampling

To filter out candidates who do not meet specific criteria for the study

What is the primary objective of using screening questions in a survey? 

 

To increase the length of the survey

 

To provide the researcher's contact information

 

To explain the hypothesis to the respondent

 

To filter out candidates who do not meet specific criteria for the study

Leading question bias

A researcher asks: “Don’t you think our service is excellent?” This question suffers from:

 

Leading question bias

 

Nonresponse bias

 

No bias.

 

Sampling error