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.   They cannot identify small differences.
C.   Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs.
D.   Producing precise estimates can be a problem.
E.   They do not facilitate advanced statistical analysis.
Question #2
In the context of experimental research, ________ refers to the extent to which a research design accurately identifies causal relationships.
A.   data generalizability
B.   the incidence rate
C.   internal validity
D.   external reliability
E.   topic sensitivity
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 drop-off survey.
B.   test marketing.
C.   a wireless phone survey.
D.   a mail panel survey.
E.   laboratory experimentation.
Question #4
Incidence rate is the
A.   degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.
B.   percentage of the general population that is the subject of a market research.
C.   level of preparation required to create an appropriate environment for a respondent.
D.   degree to which respondents share certain similarities.
E.   degree of accuracy of a response in relation to some other possible answer.
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.   False
B.   True
Question #6
Which of the following is an advantage of conducting a mobile phone survey?
A.   It ensures that there is no time delay between the questions and the receipt of responses.
B.   It enables consumers to fill out surveys close to the moments of shopping, decision making, and consuming .
C.   It allows researchers to use the autodialing feature.
D.   It provides relatively large sample sizes.
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 a specific question or an investigated issue leads a respondent to give a socially expected response.
B.   percentage of the general population that is the subject of a market research survey.
C.   degree to which respondents share certain similarities.
D.   extent to which the data are an accurate portrait of a defined target population.
E.   level of preparation required to create an appropriate environment for a respondent.
Question #9
Which of the following is true about nonsampling errors?
A.   They cannot be statistically measured.
B.   They occur as a result of the difference between the findings based on the sample and the true values for a population.
C.   They can be minimized by increasing the sample size.
D.   They can be directly measured.
E.   They are not controllable.
Question #10
________ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.
A.   Topic sensitivity
B.   The response rate
C.   Data generalizability
D.   Data precision
E.   The incidence rate

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