Write a 2–3 page paper (APA format) on this topic and include a separate reference page. The obesity epidemic in children: What is the current status, what can parents do to raise healthy children, what steps can schools take to promote good nutrition and physical activity. Marketing Research 01. Clara is a market researcher who records shoppers’ movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation 02. When an employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as a(n): a. mystery shopper b. indirect observer c. mechanical observer d. scanner-based consumer panel 03. All of the following measure physiological reactions EXCEPT: a. eye-tracking monitor b. pupilometer c. at-home scanning systems d. voce-pitch analysis 04.A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers’ attitude toward the brand advertised. The participants in this experimental research are referred to as: a. respondents b. elements c. factorials d. subjects 05. Categorical variables like a subject’s gender or ethnicity are known as which type of variable in experimental research? a. blocking variables b. covariates c. main variables d. confounds 06. Which of the following is present when the person administering experimental procedures influences the subjects’ behavior or sways them to slant their answers to cooperate with him or her? a. experimenter bias b. response bias c. Type I error d. Type II error 07.Which of the following refers to concepts measured with multiple variables? a. operation b. construct c. concept d. scale 08.Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ______ scale. a. interval b. test-retest c. criterion d. nominal 09.Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale? a. reverse coding b. indexing c. alpha coding d. convergence 10.Which of the following is an indicator of a measure’s internal consistency? a. reliability b. validity c. coefficient beta d. sensitivity 11.A question that poses some problem or topic and asks respondents to answer in their own words is called a(n): a. sentence completion question b. unbalanced question c. fixed-alternative question d. open-ended question 12. What type of question is the following? What time of day did you watch that movie at the Multiplex? _____ Matinee _____ Evening _____ Rush-hour special a. filter b. pivot c. open-ended response d. determinant-choice 13. In political elections .

1. Write a 2–3 page paper (APA format) on this topic and include
a separate reference page.
The obesity epidemic in children: What is the current status,
what can parents do to raise healthy children, what steps can
schools take to promote good nutrition and physical activity.
Marketing Research
01. Clara is a market researcher who records shoppers’
movement through a grocery store. What method of research is
Clara using?
a.
survey
b.
assessment
c.
immersion
d.
observation
02. When an employee who works at McDonald's headquarters
outside Chicago travels around the U.S. and observes franchises
to see if they are acting in the best interests of McDonald's good
name in terms of friendly service, cleanliness, and quality of
food, this observer is acting as a(n):
a.
mystery shopper
b.
indirect observer
c.
mechanical observer
d.
scanner-based consumer panel

2. 03. All of the following measure physiological reactions
EXCEPT:
a.
eye-tracking monitor
b.
pupilometer
c.
at-home scanning systems
d.
voce-pitch analysis
04.A researcher is conducting an experiment in which one group
of people is exposed to an advertisement and another group is
exposed to another advertisement. He is examining the effect of
headline font sizes on consumers’ attitude toward the brand
advertised. The participants in this experimental research are
referred to as:
a.
respondents
b.
elements
c.
factorials
d.
subjects
05. Categorical variables like a subject’s gender or
ethnicity are known as which type of variable in experimental
research?
a.
blocking variables

3. b.
covariates
c.
main variables
d.
confounds
06. Which of the following is present when the person
administering experimental procedures influences the subjects’
behavior or sways them to slant their answers to cooperate with
him or her?
a.
experimenter bias
b.
response bias
c.
Type I error
d.
Type II error
07.Which of the following refers to concepts measured with
multiple variables?
a.
operation
b.
construct
c.
concept
d.
scale
08.Coding household income into "Above $100,000," "Between
$50,000 and $100,000," and "Below $50,000" is an example of
a(n) ______ scale.
a.
interval

4. b.
test-retest
c.
criterion
d.
nominal
09.Which of the following means that the value assigned for a
response is treated oppositely from the other items in a scale?
a.
reverse coding
b.
indexing
c.
alpha coding
d.
convergence
10.Which of the following is an indicator of a measure’s
internal consistency?
a.
reliability
b.
validity
c.
coefficient beta
d.
sensitivity
11.A question that poses some problem or topic and asks
respondents to answer in their own words is called a(n):
a.
sentence completion question
b.
unbalanced question
c.

5. fixed-alternative question
d.
open-ended question
12. What type of question is the following?
What time of day did you watch that movie at the Multiplex?
_____ Matinee
_____ Evening
_____ Rush-hour special
a.
filter
b.
pivot
c.
open-ended response
d.
determinant-choice
13. In political elections for candidates who are not well-known
by many voters, such as judges, it frequently happens that the
candidate who is listed first on the ballot receives the most
votes, this is an example of a(n):
a.
Hawthorne effect
b.
self-fulfilling prophecy
c.
order bias

6. d.
split-ballot technique
14.If Northwest Airlines selects randomly a set of 40 flights on
a given day, and then selects randomly a group of ten
passengers on each of these flights to participate in an in-flight
survey, the passengers are a:
a.
PSU
b.
census
c.
systematic sample
d.
secondary sampling unit
15. The difference between the sample result and the result of
an accurate census is called:
a.
random sampling error
b.
systematic sampling error
c.
primary sampling error
d.
secondary sampling error
16.In which type of sampling does every element in the
population have a known, nonzero probability of selection?
a.
absolute sampling
b.
relative sampling
c.

7. nonprobability sampling
d.
probability sampling
17. Nicole has developed a set of data organized by
summarizing the number of times a particular value of a
variable occurs. This is an example of a:
a.
population parameter
b.
mean
c.
frequency distribution
d.
median
18.The arithmetic average of a set of numbers is referred
to as the _____.
a.
proportion
b.
mode
c.
mean
d.
median
19.Find the approximate standard deviation of the following set
of scores: 3, 6, 2, 7, 8 .
a.
2.24
b.
2.59

8. c.
3.32
d.
6.70
20.Assigning males the value of zero and females the value of
one in a database to record the gender of the respondents is an
example of:
a.
coding
b.
test tabulation
c.
editing
d.
verification
21.Which type of statistical analysis test hypotheses involves
only one variable?
a.
primary statistical analysis
b.
bivariate statistical analysis
c.
univariate statistical analysis
d.
monovariate statistical analysis
22.The two types of errors researcher run the risk of committing
when sampling are:
a.
primary and secondary errors
b.
Type I and Type II errors
c.
critical and noncritical errors

9. d.
Type A and Type B errors
23.Which test should be used when comparing the means of
three groups to see if they are significantly different from one
another?
a.
One-group t-test
b.
ANOVA test
c.
Two-group t-test
d.
Chi-square test
24.When a researcher is attempting to predict sales volume
by using building permits, amount of advertising, and the
income levels of residents, the researcher is using:
a.
univariate analysis
b.
a chi-square analysis
c.
multiple regression analysis
d.
factor analysis
25. In regression analysis, the symbol X is commonly used for
the ______ variable, and the symbol Y is commonly used for the
______ variable.
a.
dependent; moderating
b.

10. independent; dependent
c.
dependent; independent
d.
independent; moderating
Marketing Research
1. _____ is the application of the scientific method in
searching for the truth about marketing phenomena.
a.
Marketing
b.
Business
c.
Marketing Research
d.
Science
2. All of the following are important aspects of the marketing
research process EXCEPT:
a.
searching for and collecting information
b.
idea and theory development
c.
analyzing data
d.
making results publicly available
3. Which of the following refers to the way researchers
go about using knowledge and evidence to reach objective

11. conclusions about the real world?
a.
qualitative method
b.
quantitative method
c.
scientific method
d.
primary method
4. Which of the following is an important aspect of the
marketing concept?
a.
a cross-functional perspective for the coordination of the
organization's activities
b.
an emphasis on long-term profitability instead of dollar sales
volume
c.
a consumer orientation
d.
all of the above
5. When Cheetos snack food conducted research in China to
determine which flavors consumers would find appealing, this
was an example of which type of research?
a.
pricing research
b.
promotion research
c.

12. product research
d.
distribution research
6. The characteristic of data reflecting how pertinent these
particular facts are to the situation at hand is called:
a.
relevance
b.
timeliness
c.
completeness
d.
significance
7. Which part of the decision support system addresses
exchanges between the firm and its customers?
a.
customer relationship management (CRM) system
b.
data warehouse
c.
global information system (GIS)
d.
intellectual capital system
8. Who can provide data to a decision support system?
a.
production managers
b.
marketing researchers
c.
accountants
d.

13. all of the above
9. An organization's mailing list of current customers is an
example of:
a.
a cookie
b.
software
c.
a database
d.
a hyperlink
10. Melanie is using the Internet to gather information
designed to detect changes in her company’s external operating
environment. What is Melanie performing?
a.
environmental scanning
b.
behavioral tracking
c.
search engine marketing
d.
electronic data interchange
11. When amazon.com recommends books for purchase
when a customer who has ordered books from Amazon
previously returns to the site, this is an example of:
a.
push technology
b.
electronic data interchange
c.
pull technology
d.
a URL

14. 12. What type of research is being conducted to answer the
question: "Can we describe the age, gender, and income of our
typical purchaser?"
a.
exploratory research
b.
focus group research
c.
descriptive research
d.
causal research
13. What type of research is being conducted to answer the
question: "Would this target market be interested in this type of
new product?"
a.
causal research
b.
exploratory research
c.
situation analysis research
d.
descriptive research
14. Carol was invited to participate in a research study along
with ten other consumers to discuss their experiences using
cleaning products. The group was asked to discuss their
experiences and were encouraged to feed on each other’s
comments. What is this type of study called?
a.
multivariate research

15. b.
literature review
c.
pretest
d.
focus group interview
15.A possible advantage of an outside research supplier
over an in-house research department is that it may be possible
for the outside supplier to conduct the project:
a.
more objectively
b.
at a lower cost
c.
faster
d.
all of the above
16. One right a research participant has is that information
involved in the research will not be shared with others, which is
known as:
a.
consent
b.
active research
c.
passive research
d.
confidentiality
17. In a personal interview, a respondent who replies: "I do
not want to answer that question about my income last year" is
exercising which right in a research study?
a.

16. right to privacy
b.
right to be informed
c.
right of informed consent
d.
right to terminate the interview at any time
18. Kodetra is interpreting consumers’ blog postings on the
Internet. Which of the following best describes the type of
research Kodetra is conducting?
a.
independent marketing research
b.
dependent marketing research
c.
quantitative marketing research
d.
qualitative marketing research
19. Which of the following is a particular approach to probing
that asks respondents to compare differences between brands at
different levels?
a.
interrogating
b.
immersion
c.
linking
d.
laddering
20. Which of the following is a disadvantage of secondary

17. data?
a.
user has no control over their reliability and validity
b.
inability to convert the data
c.
typically require additional access to research respondents
d.
all of the above
21. When a marketing manager reads publications like
The Wall Street Journal and Business Week to try to determine
changes in consumer behavior, this is a form of:
a.
environmental scanning
b.
model building
c.
database marketing
d.
data mining
22. The practice of using databases to promote one-to-one
relationships with customers and create precisely targeted
promotions is called:
a.
zoned marketing
b.
target marketing
c.
database marketing
d.
electronic marketing
23. When a hotel customer decides to fill out a customer
satisfaction survey to complain about having to wait an hour for
room service to deliver his dinner, this is an example of:

18. a.
random sampling error
b.
self-selection bias
c.
auspices bias
d.
social desirability bias
24. Candi received a research questionnaire in the mail.
She completed it and sent it back to the marketing researcher.
Which type of survey approach is this researcher using?
a.
mixed-mode survey approach
b.
simple survey approach
c.
noninteractive survey approach
d.
interactive survey approach
25. Suppose that a mail survey is sent to 220 people and 20
surveys are returned because they were mailed to the wrong
address. If completed surveys are received from 60 people, the
response rate for this study was:
a.
27.3 percent
b.
30 percent
c.
40 percent
d.
55.6 percent