Contemporary Research MCQ 305 A

S.n

Question

This is considered as data

Number of males and

females in the group

poster of a coffee brand

Replication ---------

involves a study being

reproduced by other
researchers

makes it possible to see

how results compare
when a study is
repeated

__________ sources can sometimes

provide information that is not
directly available or would be too
expensive to collect.

Environmental

Primary

_________research is the approach

best suited for gathering descriptive

Survey

Marketing

________can be used to obtain

information that people are unwilling Situational
or unable to provide.

Marketing

--------------is the most widely used

method for primary data collection
and it is often the only method used
in a research study

Survey research.

Marketing

The major advantage of survey

research is its

Options

Flexibility

Marketing Research management

helps an organization in.

One of the example where marketing

research is extensively used by
Consumer Durables
organizations are

10

In the early and mid-1980s, some

cola companies created a taste test
against

Reducing production
costs

Decrease the
production cost

Pharma

Survey research.

Marketing Research

their competitors. This is an example

of __________ research.
11

Observation is best suited for

___________ research

Exploratory research

Survey

12

___________research tries to explain

cause-and-effect relationships.

Experimental

Survey

13

Research may be collected by

Mail

Personal interview

14

________ can be used to collect large

amounts of information at a low cost Mail
per respondent.

Telephone

15

__________questionnaires lack
flexibility in that they require simply
worded questions.

Mail

Telephone

16

_____________interviewing is the best

method for gathering information
quickly, and it provides greater
flexibility than mail questionnaires

Mail

Personal interview

17

In qualitative research you talk to

more people than in quantitative
research: is this statement:

18

Internal records are an important

source of information. Which of the
Computer information
following are not deemed as internal
records?

market and sales

records

19

There are various types of research

designed to obtain different types of
information. What type of research is Secondary
used to define problems and suggest
hypotheses?

Primary

20

In respect of a pub chain seeking to

learn more about trends in dining
out, the following are all examples of
______________: Financial Times
Tertiary
industry sector surveys; other pub
chains' annual reports, and reports
published by trade bodies
representing the licensed pub trade:

MIS

21

Which of the following statements

concerning marketing research is
incorrect?

Secondary research
Secondary research is
can be organized indone after primary
house or via a research
research.
agency.

Factors that are crucial to the

effectiveness of a company's
marketing intelligence systems are
listed below. Which factor is
incorrect?

An accurate description
Extensiveness of the
of the company's
search for intelligence
information needs

23

Benchmarking is a type of research

which:

compares a company's
performance with
standards set by
selected other
organizations.

24

'Mystery Shopper' surveys can best

be described as a form of:

25

b) It means that people

hate the
Why are non-responses a particularly
a) It means that targets company/product so
important problem for companies'
aren't reached.
much that they aren't
questionnaire surveys?
prepared to help it
improve.

26

Which of the following statements

concerning marketing research is
incorrect?

Qualitative techniques
generally provide a
Qualitative research
broad representation of may involve the use of
the population's
interviews.
behavior.

27

Which of the following is not an

element of a Marketing Information
System?

a) Marketing research

22

is based on qualitative
feedback from
customers who sit on
consumer panels (or
benches).

Observational research Desk research

b) Decision support
system

28

Which of the following is the process

of designing, gathering, analyzing,
and reporting information that may
marketing research
be used to solve a specific marketing
problem?

29

All of the following are uses of

marketing research EXCEPT:

30

The information system that gathers

information generated by internal
reports, including customer orders,
decision support system internal reports system
billing, receivables, inventory levels,
sales reports, customer data, and so
on is called the ________.

31

There are various types of research

designed to obtain different types of
information. What type of research is Descriptive research.
used to define problems and suggest
hypotheses?

Secondary research.

What type of research would be

appropriate in the following
situation? A college or university
bookshop wants to get some insights Secondary data.
into how students feel about the
shop's merchandise, prices and
service.

Qualitative research.

generate, refine, and

evaluate potential
marketing actions

database marketing

improve marketing as a
process

32

33

34

35

What type of research would be

appropriate in the following situation.
L'Oreal wants to determine whether Qualitative research.
a new line of deodorants for
teenagers will be profitable.

Primary research.

36

The Internet is a powerful

mechanism for conducting research.
However it does have its drawbacks.
Which of the following signify these
drawbacks?

Lack of information
about the population
responding to the
questionnaire.

The possible inclusion

of individuals not being
targeted, that could
skew the results.

37

This is not a Close ended question

Likert

Rating scale

38

Questions that force your audience

for a particular type of answer are
known as

Dichotomous questions Likert Questions

39

These questions are the ones

having two extreme answers written Bipolar
at the opposite ends of the scale.

40

In------------- questions, the

respondents are asked to rate a
particular issue on a scale that
ranges between poor to good.

41

The two main types of questionnaire Close ended and open

are
ended

Likert Questions and

Dichotomous

42

This does not fall in the process of

designing a questionnaire

Information

Content

43

Descriptive Research is one type of

Fundamental Research

Causal Research

Cross sectional studies

Longitudinal studies

Likert Questions

Dichotomous questions Rating scale

Consumer panels, retail shop audit,

media
44

44

Audience tracking studies like TRP,

brand tracking studies can be well
carried out by

Cross sectional studies

Longitudinal studies

45

Observation method depends on

Directness of approach

Awareness of
respondent

46

This type of Research design

involves experimentation

Descriptive

Exploratory

47

This is the most flexible observation

method

Personal

Mechanical

48

CATI Stands for

Computerized
anonymized telephone
interaction

computerizing and
analyzing technical
information

49

In research

Decision problem is
translated to research
problem

Research problem is
translated to decision
problem

50

This is not a projective technique

In depth interview

Pictorial construction

51

Which of the following is NOT one of

the categories of advertising
research?

target marketing

pretesting of ads

52

What is the purpose of ad tracking?

to determine it the
advertiser has stayed
within its budget

to determine what data

should be discovered
through the research

53

Primary and secondary data are both

examined during which stage of the informal research
research process?

situation analysis

54

According to the text, one of the

drawbacks to the use of secondary
data is:

its cost

its availability to
everyone

55

When answering a questionnaire for

a car dealership, Akash was asked
several interesting questions,
including "What type of pickle would
drive an SUV?", "What is your first
reaction when you hear the
involvement sampling
wordpewter?", and "Do you consider
yourself to have a red or a blue
personality?" What research
information gathering technique was
the dealership using?

projective techniques

56

In order to distribute its signature

product through alternate channels,
Subway, the sandwich chain, offered
sandwiches at four high schools. The
sandwiches were prepared at local
Subway units and shipped directly to observational research
the schools. What type of research
would Subway use if it wanted to
gain insight into how parents,
teachers, and students feel about its
sandwiches being sold at schools?

the experimental
method

57

Which research methodology has

been most impacted by the
development of the Universal
Product Code (UPC)?

the interrogative
method

qualitative research

Pretesting makes
Pretesting is often used
extensive use of inquiry to measure an ad's
tests.
effectiveness.

58

Which of the following statements

about ad pretesting is true?

59

Which of the following is an example

attitude tests
of method for posttesting ads?

order-of-merit test

60

not be afraid to use

During the final stage of the research
appropriate technical
process, the researcher should:
jargon

avoid the use of any

tables or graphs

61

Are you very,

Which of the following sample survey
One a scale of 1 to 5,
moderately, or not at all
questions is an example of a
how would you rate
happy with your current
dichotomous question?
your server?
investment plan?

62

When choosing the type of media for

the advertising campaign there are
numerous factors to consider,
Budget constraints.
including:Consistency with campaign
objectives.,Defined target audience.

Geographic location.

63

The abstract number properties that

apply to ordinal scales are identity
and magnitude.

True

False

64

Interval scales are exactly like ratio

scales, except that they have atrue
zeropoint.

True

False

65

The nominal scale of measurement

classifies objects into mutually
exclusive categories

True

False

66

The abstract number properties that

apply to interval scale of
measurement include identity,
magnitude, equal interval, and
summation.

67

Your local police force wants to install

cameras that can "catch" drivers who
run red lights. They choose a busy
intersection, install a test camera,
Ratio.
and determine whether each car
stops safely or "runs" the light.
Choose the correct scale of
measurement.

Ordinal.

68

Your counseling center uses a

standardized interest inventory as
part of its career-counseling
program. The test yieldstscores on
20 different interest areas. The
Nominal.
population mean for each area is 50,
and the standard deviation is 10.
What scale of measurement is most
likely for this standardized test?

Approximately interval.

True

False

69

You are interested in whether women

who participated in a company-based
mentor program were satisfied with
their experience. You find a short
questionnaire that asks women to
rate their satisfaction (on a 4-point
Likert scale) with eight different
Approximately interval. Interval.
areas of mentoring (e.g., giving
advice, networking, and providing
emotional support). The scoring
system averages responses across all
eight areas. This questionnaire uses
which scale of measurement?

70

School administrators sponsor a

study of bullying on elementary
school playgrounds. Trained
observers record the number of
incidents of aggression that occur
during consecutive 10-minute
periods. Aggression is measured on
which of the following scales of
measurement?

Ratio.

Interval.

71

Every 10 years, the federal

government sponsors a national
survey of health and health practices
(NHANES). One question in the
Ratio.
survey asks participants to rate their
overall health using a 5-point rating
scale. What is the scale of
measurement used for this question?

72

Which of the following isnotan

assumption underlying testing and
measurement?

73

Systematic error is associated with:

Ordinal.

.Various approaches to
Error is rarely present
measuring aspects of
in the measurement
the same thing can be
process
useful
Reliability

.Validity

Concurrent evidence

Predictive evidence

74

Which of the following is a type of

criterionrelated validity evidence?

75

The items should

If a test measures a single construct
correlate with the total
then:
score

76

Professor X develops a test of

emotional intelligence. Which of the
following represent convergent and
discriminant evidence?

The test correlates

highly with another test
of emotional
intelligence and is
uncorrelated with selfefficacy

The items should not

correlate with the total
score
The test correlates
with highly with another
test of emotional
intelligence and is
highly correlated with
self-efficacy

77

An ordinal scale is used to rank

order people, objects, or
characteristics.

78

Which scale is the simplest form of

measurement?

Nominal

79

______ tests focus on information

acquired through the informal
learning that goes on in life.

Personality

80

Lets say that a test accurately

indicates participants scores on a
future criterion (e.g., the PSAT is
used to indicate high-school GPA
scores). This test would clearly have
which of the following?

81

If a baseball coach calculates batting

Interval scale
averages, what scale would be used?

Ratio scale

82

According to the text, most of the

outcome/dependent variable
characteristics and attributes
measured in educational research
probably exist at the ______________
level of measurement.

. Ordinal

83

Which of the following is most clearly . Anxiety enduring for

an example of a psychologicaltrait? months or years

. Anxiety over just

seeing a spider

84

All of the following are examples of

Intelligence Tests except _________:

Stanford-Binet

. Face validity

. Nominal

Wechsler Scales

False
Ordinal

Achievement

. Concurrent validity

85

Reliability is most simply known as

which of the following?

.Consistency or
stability

Appropriateness of
interpretations on the
basis of test scores

86

An ordinal scale is:

The simplest form of

measurement

A rank-order scale of
measurement

87

Which of the following is not a type

of reliability?

Test-retest

88

Which of the following statements

accurately describes test-retest
reliability?

Measure of
consistency of scores
Measure of consistency
obtained from two
of test scores over time
equivalent halves of the
same test

89

Which of the following types of

Equivalent forms
reliability refers to the consistency of
reliability
test scores over time?

90

Identify the following term that most

closely refers to a judgement of the
extent to which scores from a test
. Content reliability
can be used to infer, or predict, the
examinees' performance in some
activity:

91

Which of the following is the correct

order of Stevens four levels of
measurement?

. Ordinal, nominal, ratio, . Nominal, ordinal,

interval
interval, ratio

92

Which is the process of gathering

evidence supporting inferences
based test scores?

. Validation

Split-half

Split-half reliability

. Face validity

Validity

93

When evaluating tests and

assessments, reliability refers to
asking ourselves which of the
following questions?

.Are there ways to

.Does it measure what
avoid subjective
it is supposed to
judgments when
measure?
measuring something?

94

Validity of a test designed to

Scores from the test
measure a construct such as selfcorrelate highly with
esteem is best described by which of
most intelligence tests
the following?

Scores from the test

correlate highly with
most tests of different
constructs

95

Which type of reliability refers to the

consistency of a group of individuals'
scores on twoequivalent forms of a Split-half
test designed to measure the same
characteristic?

Test-retest

96

Achievement tests are designed to

measure the degree of learning that
has taken place after a person has
been exposed to a specific learning
experience.

True

False

97

_________ refers to how well the

particular sample of behaviors used
to measure a characteristic reflects
the entire domain of behaviors that
constitutes that characteristic.

. Construct validity
evidence

. Criterion-related
validity evidence

98

Which of the following is a type of

criterionrelated validity evidence?

Concurrent evidence

.Predictive evidence

99

This is not a type of scale

Rating

Ranking

100

Measures are methods or techniques

for describing and assessing
1
attributes of objects that are of
concern to us.

False

tape recorded interview all a,b and c

Ans
wer
d

all of the above

helps researchers
overcome distortions
that their own values
can cause

Secondary

all a,b and c

Observational

Causal

Observational

all a,b and c

Observational

all a,b and c

Cheap

all a,b and c

Reduce the time it takes

all a,b and c
to make a new product

Industrial

all a,b and c

Observational

all a,b and c

Observational

all a,b and c

Observational

all a,b and c

email

all a,b and c

Personal

all a,b and c

Personal

all a,b and c

Telephone

email

Both are false

Both are true

Causal

descriptive

Primary data

Secondary

Secondary research is
quicker than primary
research.

Secondary research is
cheaper than primary
research.

Speed of
communication

Appointment of a full
time marketing
research manager

is based on
quantitative feedback
is essentially attitudinal
from customers who sit
in nature.
on consumer panels (or
benches).

Essentially quantitative
Attitudinal research
research

c) A company cannot
tell whether
respondents have the
same views as nonrespondents, therefore
the analysis may be
biased.

d) It indicates customer
disloyalty.

Quantitative research
need not necessarily
involve the use of
interview techniques.

Qualitative research are

more reliable than
Quantitative

c) Production
monitoring system

d) Internal records
system

marketing intelligence

marketing management

identifying market
opportunities and
problems

Maintaining a 24/7 flow

of information from the
external environment

marketing information
system

company marketing
data

Causal research.

Primary research.

Mixed methodology.

Focus groups.

Focus groups.

Quantitative research.

Eye contact and body

language, (two useful
research indicators) are All of the above.
excluded from the
analysis.

Dichotomous

Qualitative Questions

Bipolar questions

Leading question

Dichotomous

Leading question

Bipolar questions

Leading question

Dichotomous and
Bipolar

Leading question and

Close ended

Response

descriptive

Research Design

Exploratory Resarc h

Research studies

Experimental studies

Research studies

Experimental studies

depth and structure of

information

all a,b and c

Causal

Qualitative

Audit

all a,b and c

computer assisted
telephone interviewing

computer aided
theorotical interview

anyone can be
translated to the other

it is impossible to
translate the problem

Word association

Sentence completion

creative concept
research

ad tracking

to locate new target

markets

to provide the
advertiser with useful
guidelines for further
advertising

formal research

observational research

the potential for

obsolescence

its lack of cohesiveness

interpretative
techniques

quantitative research

nonprobability sampling qualitative research

mail survey

the observation method

Pretesting is often used

o predict an ad's
Pretesting always uses
likeability by its target external stakeholders.
audience.

central location test

theater test

not restate the problem summarize the findings

Do you remember a
How would you describe time in your life when
the feel of this fabric?
insurance was not
important?

Competitive factors.

All of the above.

Both are false

Both are true

Both are false

Both are true

Both are false

Both are true

Both are false

Both are true

Nominal.

Interval.

Ordinal.

Ratio.

Ordinal.

Nominal.

Ordinal.

Nominal.

Nominal.

Interval.

Testing and
Present-day behavior
assessment benefit
predicts future behavior
society

Nominal. Scale

Interval scale

Internal consistency

Both a and b are

correct answers

.The test should not

correlate with other
measures of the same
construct

There must be a
reliable alternative
form.

The test does not

correlate with another
test of emotional
intelligence, but does
correlate with selfefficacy

The test does not

correlate with other
tests of emotional
intelligence nor with
self- efficacy

Both are false

. Interval

Both are true

Ratio

a
a

Aptitude

. Intelligence

Predictive validity

. Content validity

Nominal scale

Interval

Ordinal scale

Ratio

Shyness when meeting

Depression caused by
a stranger for the first
the loss of a ball game
time

Minnesota Multiphasic
Personality
Inventory(MMPI)

Slosson

Ways in which people

are the same

.A rank order of
participants on some
characteristic

A scale with equal

intervals between
adjacent numbers

. A scale with an
absolute zero point

. Content

. Internal consistency

Measure of
consistency with which
a test measures a single
construct or concept

Measure of degree of
agreement between
two or more scorers,
judges, or raters

Test-retest reliability

Inter-scorer reliability

. Criterion-related
validity

Inference validity

. Interval, nominal,
ordinal, ratio
Reliability

. Ratio, interval,
nominal, ordinal
Prediction

Does it give consistent .Does it measure

results?
multiple constructs?

Scores from the test

are not correlated with
anything

Scores from the test

have a relatively strong
and positive correlation
with other tests of the

Split-forms

Equivalent forms

Both are false

Both are true

. Content validity
evidence

Face validity evidence

Internal consistency

Both a and b are correct

answers

Preference

Meter

Both are false

Both are true