MRKT 345 TEST 1 QUESTIONS & ANSWERS
T/F The ideal size for a focus group is 3 to 4 people - Answers -False, should be 8-12
people
T/F A pilot study is an informal exploratory investigation surveying a small sample to
serve as a guide for a larger study. - Answers -True
T/F To ensure the research objective is achieved, focus groups follow a highly
structured format. - Answers -False, focus groups use unstructured format
T/F Interpreting the information collected from cartoon tests is highly subjective -
Answers -True
T/F When there is not much budget available, survey researchers typically use
individual depth interview method. - Answers -False, individual depth interview is
usually extensive
T/F The predictive role of marketing research means to use marketing research to
gather statements of facts - Answers -False, this is the descriptive role of marketing
research
T/F The iceberg principle basically states that a symptom is not the real problem of a
marketing research study - Answers -True
T/F In order to better understand the real problem, marketing researchers often
interview industry experts to analyze the situation - Answers -True
T/F Exploratory research studies provide conclusive evidence to determine a particular
course of action - Answers -False, exploratory research studies provide information
which is usually inconclusive evidence for a marketing research problem
T/F Questionnaires are a popular form to collect data in an exploratory research study -
Answers -False, should be "in a descriptive research study"
T/F The management decision problem focuses on the underlying causes of the
problem - Answers -False, the management decision problem focuses on the symptom
of the problem
T/F One of the advantages of descriptive studies is that they provide evidence of cause
and effect relationships, such as advertising causing sales to increase - Answers -
False, should be casual research
, One of the advantages of focus group interviews is
A. the moderator effect
B. group synergy and interaction
C. quantitative interpretation
D. All of the above are advantages - Answers -B
Exploratory research can involve each of the following except
A. Cartoon tests
B. focus groups
C. in-depth interviews
D. experimentation
E. it can involve all of the above - Answers -D
An important advantage of personal interviews is that
A. it can be done nationally
B. it is not expensive
C. it is easy to get a large sample
D. interviewers are always well trained and never make mistakes
E. it is likely to get a higher response (respondent cooperation) - Answers -E
When total error is broken down into two major sources of survey error, they are
A. random sampling error and sample selection error
B. random sampling error and administrative error
C. random sampling error and systematic error (bias)
D. sample selection error and response bias
E. response bias and nonresponse error - Answers -C
The error caused by an interviewer who fakes the answers to a questionnaire would be
A. non-response error
B. response bias
C. random error
D. administrative error
E. none of the above - Answers -D
Measuring consumer satisfaction
A. is not a marketing research function.
B. is not possible because customer expectations are so varied.
C. is a means to determine how well a company is fulfilling the marketing concept.
D. is not as effective as feedback from the sales force about product quality.
E. None of the above is true. - Answers -C
T/F The ideal size for a focus group is 3 to 4 people - Answers -False, should be 8-12
people
T/F A pilot study is an informal exploratory investigation surveying a small sample to
serve as a guide for a larger study. - Answers -True
T/F To ensure the research objective is achieved, focus groups follow a highly
structured format. - Answers -False, focus groups use unstructured format
T/F Interpreting the information collected from cartoon tests is highly subjective -
Answers -True
T/F When there is not much budget available, survey researchers typically use
individual depth interview method. - Answers -False, individual depth interview is
usually extensive
T/F The predictive role of marketing research means to use marketing research to
gather statements of facts - Answers -False, this is the descriptive role of marketing
research
T/F The iceberg principle basically states that a symptom is not the real problem of a
marketing research study - Answers -True
T/F In order to better understand the real problem, marketing researchers often
interview industry experts to analyze the situation - Answers -True
T/F Exploratory research studies provide conclusive evidence to determine a particular
course of action - Answers -False, exploratory research studies provide information
which is usually inconclusive evidence for a marketing research problem
T/F Questionnaires are a popular form to collect data in an exploratory research study -
Answers -False, should be "in a descriptive research study"
T/F The management decision problem focuses on the underlying causes of the
problem - Answers -False, the management decision problem focuses on the symptom
of the problem
T/F One of the advantages of descriptive studies is that they provide evidence of cause
and effect relationships, such as advertising causing sales to increase - Answers -
False, should be casual research
, One of the advantages of focus group interviews is
A. the moderator effect
B. group synergy and interaction
C. quantitative interpretation
D. All of the above are advantages - Answers -B
Exploratory research can involve each of the following except
A. Cartoon tests
B. focus groups
C. in-depth interviews
D. experimentation
E. it can involve all of the above - Answers -D
An important advantage of personal interviews is that
A. it can be done nationally
B. it is not expensive
C. it is easy to get a large sample
D. interviewers are always well trained and never make mistakes
E. it is likely to get a higher response (respondent cooperation) - Answers -E
When total error is broken down into two major sources of survey error, they are
A. random sampling error and sample selection error
B. random sampling error and administrative error
C. random sampling error and systematic error (bias)
D. sample selection error and response bias
E. response bias and nonresponse error - Answers -C
The error caused by an interviewer who fakes the answers to a questionnaire would be
A. non-response error
B. response bias
C. random error
D. administrative error
E. none of the above - Answers -D
Measuring consumer satisfaction
A. is not a marketing research function.
B. is not possible because customer expectations are so varied.
C. is a means to determine how well a company is fulfilling the marketing concept.
D. is not as effective as feedback from the sales force about product quality.
E. None of the above is true. - Answers -C
