Marketing 346 - Market Research » Spring 2023 » Chapter 5 Connect Quiz

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Question #1
Which of the following is a disadvantage associated with quantitative survey research designs?
A.   It is difficult to attain in-depth data with quantitative survey designs.
B.   Producing precise estimates can be a problem.
C.   They do not facilitate advanced statistical analysis.
D.   Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs.
E.   They cannot identify small differences.
Question #2
In the context of experimental research, ________ refers to the extent to which a research design accurately identifies causal relationships.
A.   internal validity
B.   external reliability
C.   data generalizability
D.   topic sensitivity
E.   the incidence rate
Question #3
Neptune Inc., a cosmetics company, has come up with a new bodywash. The marketing department of Neptune conducts market research to determine an appropriate price for the product. The representatives of the company go to various malls and sell the product at different prices. The sales volume for each price is measured, and they are compared to determine the optimal price. This is an example of
A.   a wireless phone survey.
B.   laboratory experimentation.
C.   a mail panel survey.
D.   a drop-off survey.
E.   test marketing.
Question #4
Incidence rate is the
A.   level of preparation required to create an appropriate environment for a respondent.
B.   degree of accuracy of a response in relation to some other possible answer.
C.   degree to which respondents share certain similarities.
D.   percentage of the general population that is the subject of a market research.
E.   degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.
Question #5
Online surveys can eliminate the effects of question order on responses because of their ability to randomize the order of questions within a group.
A.   True
B.   False
Question #6
Which of the following is an advantage of conducting a mobile phone survey?
A.   It provides relatively large sample sizes.
B.   It ensures that there is no time delay between the questions and the receipt of responses.
C.   It allows researchers to use the autodialing feature.
D.   It enables consumers to fill out surveys close to the moments of shopping, decision making, and consuming .
E.   It is most suitable for research involving long and/or complex questions and responses.
Question #7
Nonresponse error is a systematic bias that occurs when the final sample differs from the planned sample.
A.   True
B.   False
Question #8
Data generalizability is the
A.   degree to which respondents share certain similarities.
B.   level of preparation required to create an appropriate environment for a respondent.
C.   extent to which the data are an accurate portrait of a defined target population.
D.   degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.
E.   percentage of the general population that is the subject of a market research survey.
Question #9
Which of the following is true about nonsampling errors?
A.   They can be directly measured.
B.   They are not controllable.
C.   They can be minimized by increasing the sample size.
D.   They cannot be statistically measured.
E.   They occur as a result of the difference between the findings based on the sample and the true values for a population.
Question #10
________ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.
A.   The incidence rate
B.   Topic sensitivity
C.   The response rate
D.   Data generalizability
E.   Data precision

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