MKT 441 Final Exam Answers # Question A B C D E 1 Which of the following is not always true of marketing research? a) It uses methodologically sound procedures. b) All procedures are planned in advance. c) It is generally conducted to support existing ideas. d) none of the above. e) A, B, and C are not always true of marketing research. X 2 The most economical and fastest sources of marketing research information are generally provided by: a) Interviews b) Secondary data c) Qualitative data d) Observations e) none of the above X 3 The last step in the data analysis process is _________________. a) coding b) machine cleaning of data c) tabulation and statistical analysis d) validating the results e) none of the above X 4 Validation of data is an attempt to check the accuracy of the work done by: a) analysts b) project managers c) interviewers d) panel recruiters e) none of the above X 5 This type 

1. MKT 441 Final Exam
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MKT 441 Final Exam Answers
#
Question

2. A
B
C
D
E
1
Which of the following is not always true of marketing research?
a) It uses methodologically sound procedures.
b) All procedures are planned in advance.
c) It is generally conducted to support existing ideas.
d) none of the above.
e) A, B, and C are not always true of marketing research.
X
2
The most economical and fastest sources of marketing research information are
generally provided by:
a) Interviews
b) Secondary data
c) Qualitative data

3. d) Observations
e) none of the above
X
3
The last step in the data analysis process is _________________.
a) coding
b) machine cleaning of data
c) tabulation and statistical analysis
d) validating the results
e) none of the above
X
4
Validation of data is an attempt to check the accuracy of the work done by:
a) analysts
b) project managers
c) interviewers
d) panel recruiters
e) none of the above
X
5

4. This type of chart is the simplest form of chart and is useful for presenting a
measurement taken at several points over time.
a) line chart
b) bar chart
X
FINAL EXAM: MKT/441
MULTIPLE CHOICE: 50 points (2 points each)
Instructions: Place an “X” in the column to the right of each question to show which
answer (or answers)
you have selected. Note that for some questions, multiple answers may be correct.
#
Question
A
B
C
D
E
c) pie chart
d) (b) and (c) are equally useful

5. e) scatter chart
6
When do you say that the difference between two numbers is statistically
significant?
a) As long as the two numbers are not exactly the same.
b) When the difference is large enough so that it is managerially
important.
c) When the difference is mathematically different.
d) When the difference is observed over an extended period of time.
e) When the difference is large enough that it could not have occurred
because of chance or from sampling error.
X
7
Which of the following is the first step in hypothesis testing?
a) calculating the value of the test statistic
b) stating the hypothesis
c) choosing the appropriate test statistic
d) stating the conclusion
e) developing a decision rule
X

6. 8
In a beer consumption study, a researcher makes an assumption that males will
consume more beer per week than females; this can be stated in a:
a) research objective
b) given level of significance
c) hypothesis
d) theory
e) rule
X
9
The purpose of hypothesis testing is to:
a) draw conclusive decisions about sample estimates.
b) determine whether there is support to draw conclusions about some
characteristics of the population, given the evidence provided by the
sample results.
c) summarize and describe the sample data.
d) test whether the sample is scientifically drawn from a target population.
e) conduct statistical tests on census data.
X

7. 10
What is the meaning of testing a hypothesis at an alpha level of 0.05?
a) There is 95% confidence that the observed results are due to sampling
error or because of sample randomness.
b) The probability of committing a Type I error is about 5%.
c) There is a 5% chance of a gamma error.
d) The probability of committing a Type II error is about 5%.
e) There is 95% chance of a gamma error.
X
#
Question
A
B
C
D
E
11
Samples in which the measurement of a variable in one population has no effect
on the measurement of the variable in the other population are referred to as:
a) independent samples

8. b) simple random samples
c) unrelated samples
d) unconstrained samples
e) probability samples
X
12
The most important activity stage in the marketing research process is:
a) identifying the marketing problem or opportunity
b) designing the marketing research project
c) data collection
d) data analysis
e) preparing and presenting the research report
X
13
How can the problem of interviewer bias be minimized?
a) switching to automated interviews
b) increasing the sample size
c) validating a certain percentage of completed interviews
d) disguising the purpose of the research project

9. e) none of the above
X
14
The best way to improve the response rate of mail interviews is to:
a) offer an incentive
b) pre-notify people of the survey
c) use colored questionnaires
d) use first class mail
e) none of the above
X
15
All of the following are sources of interviewer error EXCEPT:
a) an interviewer who shares basic characteristics with a respondent, such
as age and social class
b) an interviewer in a shopping center who selects a respondent on the
basis of appearance
c) an interviewer who tailors the language of the questionnaire to fit an
individual respondent’s social characteristics
d) an interviewer who establishes rapport with a respondent by agreeing
with the respondent’s views

10. e) all of these are sources of interviewer error
X
16
The length of the questionnaire depends upon:
a) the research information sought.
b) the number of completed questionnaires required.
c) the availability of respondents.
d) the budget allocated for the research study.
e) the survey method employed.
X
#
Question
A
B
C
D
E
17
___________ are the most costly form of data collection.

11. a) Telephone interviews
b) Mail surveys
c) Personal interviews
d) Faxed surveys
e) E-mailed surveys
X
18
In the case of a self-administered questionnaire, it is better to opt for
____________ questions.
a) open-ended
b) close-ended
c) visual
d) long
e) double-barreled
X
19
High refusal rates:
a) are more likely in personal interviewing than in mailed surveys.
b) are a major source of error, since those who refuse to participate are
likely to differ in important aspects from respondents.

12. c) are not a problem in some surveys because those who refuse to
participate can be replaced by cooperative respondents.
d) are more likely in emailed surveys than in direct mailed surveys.
e) none of the above
X
20
A researcher who must collect survey data as inexpensively as possible will
probably choose a:
a) telephone interview
b) shopping center intercept interview
c) mail survey
d) personal door-to-door interview
e) telephone call, followed by a personal survey
X
21
All of the following have been found to influence the response rate in mail
surveys except:
a) follow-up letters.
b) personalized mail.

13. c) persuasive cover letters.
d) providing stamped return envelopes.
e) monetary incentives.
X
22
The validity of online surveys depends on:
a) Sample selection
b) Survey design
c) Response tendencies
d) Technology challenges.
e) All of the above
X
#
Question
A
B
C
D
E
23

14. If a scale is successful in measuring what it is supposed to measure, it is said to
be:
a) robust
b) generalizable
c) reliable
d) valid
e) uncompromised
X
24
The survey question, “Michael Jackson is the best entertainer I have ever seen.
(strongly agree…strongly disagree)” is an example of a _______________ scale.
a) Thurstone
b) Guttman
c) Semantic differential
d) Likert
e) Stapel
X
25
The researcher’s choice of an attitude measure scale should be guided by:

15. a) the specific information that is required to satisfy the research
objective.
b) compatibility between the scale and the structure of a respondent’s
attitude.
c) budget constraints.
d) the adaptability of the scale to the data collection method.
e) all of the above.
X
#
Question
True
False
1
In probability sampling, all members of a population have a known probability of
being included in the sample.
X
2
For most studies, more than one target population can be defined.
X
3

16. It is possible to obtain a representative sample of a population just by using commo
n
X
TRUE/FALSE: 50 points (2 points each)
Instructions: Place an “X” in the column to the right of each question to show wheth
er the statement is
True (T) or False (F).
Put an X in the space to indicate whether each statement is True or False.
#
Question
True
False
sense and judgment.
4
In simple random sampling, each population member has an equal probability of
being selected.
X
5
In cluster sampling, a random sample of subgroups is selected and all members of
the subgroups become part of the sample.

17. X
6
In a shopping center intercept study, the location used to intercept shoppers can
affect the sample.
X
7
The object of sampling is to obtain data that is representative of the population.
X
8
Consider the following question: “What are your opinions about the way the
President is handling the economic problems facing the nation?” This is an
example
of a closed-ended question.
X
9
Every questionnaire should have some open-ended questions.
X
10
Data analysis has the potential to ruin well-designed research.

18. X
11
Correlation analysis involves measuring the strength of the relationship between tw
o
variables.
X
12
The first step in the data analysis process is coding.
X
13
Pie charts are useful for depicting changes over time.
X
14
An attitude measure is valid if it measures what it is supposed to measure.
X
15
It is possible for findings to be statistically significant, but have no relevant meaning
to managers.
X

19. 16
In general, a researcher may assume that one person can speak for all members o
f a
household.
X
17
One of the reasons people refuse to participate in surveys is mistrust in the motives
of the interviewer or in the ways the data will be used.
X
18
Telephone survey is the least expense form of data collection.
X
19
Most of the sources of interviewer error are due to human nature and are beyond
the control of the researcher.
X
20
Web-based surveys need continuous monitoring to determine their direction,
appropriate use, and long term effectiveness.

20. X
21
Poor translation of well designed surveys to electronic versions is a problem in
e-research.
X
22
e-research surveys have lower response rates, lower statistical value, and lower
validity.
X
#
Question
True
False
23
One of the reasons for measuring attitudes instead of behavior is that
attitudes are believed to be precursors of behavior.
X
24
The three components of attitudes are the cognitive component, the affective

21. component, and the liking component.
X
25
In general, a “don’t know” category should be provided whe
never
respondents may have insufficient experience to make a meaningful judgment.
X
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