Marketing 346 - Market Research » Spring 2023 » Chapter 3 Connect Quiz
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Question #1
Secondary research approaches are increasingly used to examine marketing problems because of the relative speed and cost-effectiveness of obtaining the data.
A.
False
B.
True
Question #2
________ consist of large samples of households that have agreed to provide detailed data for an extended period of time.
A.
Ethnographers
B.
Mystery shoppers
C.
Focus groups
D.
Netnographers
E.
Consumer panels
Question #3
A ________ is an observable item that is used as a measure on a questionnaire.
A.
quota
B.
hypothesis
C.
construct
D.
variable
E.
parameter
Question #4
________ are sources of external secondary data.
A.
Customer letters
B.
U.S. census reports
C.
Sales invoices
D.
Warranty cards
E.
Accounts receivable reports
Question #5
________ is a comprehensive examination of available secondary information that is related to a research topic.
A.
A conjoint analysis
B.
A literature review
C.
Concept testing
D.
A situation analysis
E.
Cluster sampling
Question #6
Before using census data, researchers need to consider the timeliness of the data.
A.
True
B.
False
Question #7
________ are collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers.
A.
External secondary data
B.
Internal primary data
C.
Internal secondary data
D.
Internal tertiary data
E.
External primary data
Question #8
A(n) ________ is an unobservable, abstract concept that is measured indirectly by a group of related variables.
A.
quota
B.
construct
C.
parameter
D.
null hypothesis
E.
alternative hypothesis
Question #9
A ________ is an empirically testable though yet unproven statement developed in order to explain phenomena.
A.
construct
B.
law
C.
sample statistic
D.
fact
E.
hypothesis
Question #10
A construct is an unobservable, abstract concept that is measured indirectly by a group of related variables.
A.
False
B.
True
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